Social media still accounts for less than 5% of total leads to B2B websites, according to Optify's 2012 B2B Marketing Benchmark Report. Among social media, Twitter is the primary driver of leads, outperforming both LinkedIn and Facebook.
Not surprisingly, organic search is the No. 1 driver of traffic to B2B websites, accounting for 41.00% of the total in 2012, followed by direct traffic (40.00%) and referrals (11.50%). Social media accounted for 1.90% of total traffic to B2B websites in 2012.
Google was the most important referring source of traffic to B2B websites in 2012, accounting for 88.21% of all organic searches (vs. 5.84% from Bing) and 36.07% of total traffic (vs. 2.34% for Bing).
Below, additional findings from Optify's 2012 B2B Marketing Benchmark Report.
B2B Leads by Source
Similar to the website traffic breakdown, the top three sources of leads in 2012 were direct traffic (34.00%), organic search (26.50%), and referrals (12.50%). However, the relative lead-conversion rate between sources was different, with paid search (10.50%) and email (9.00%) contributing proportionally more leads than their traffic shares (4.70% and 0.80%, respectively).
Social media accounted for 4.75% of total leads to B2B websites.