Get Realistic about B2B Social Attribution

Written by Nick Stamoulis

Most B2B sales cycles are very long; I’ve even worked with some B2B companies where the average sales cycle was 9+ months. When a potential customer is looking to invest in a million dollar piece of equipment or $100,000 enterprise software system it’s usually not a decision they take likely. The odds of a B2B lead coming to your site for the first time and converting right away are slim to none (I’d wager none). A potential customer is going to want to research their options, talk with your sales team, and maybe test out the product. They’ll probably also have to run your product by someone else. Even the final decision makers need someone to sign off on the budget, right? That’s why you can’t look at your B2B social attribution metrics in a silo.

Measuring B2B social attribution means looking at all your social channels and online touch points and seeing which ones convert the best, how many leads are generated and what percentage of those leads turn into final sales. The problem that many B2B companies run into is that they are looking for a one-to-one attribution rate. One email should equal X leads. One blog post should drive X visitors. One white paper should get X downloads and so forth. Unfortunately for B2B marketers, B2B social attribution doesn’t really work like that. One touch point isn’t usually enough to close the deal.

A main goal of your online marketing efforts should be to create as many touch points as possible with your target audience, especially when you are targeting a B2B audience. For instance, let’s say someone was searching for “full service SEO” and saw the Brick Marketing organic listing in the SERPs. Maybe they click on that result, maybe they don’t. Assuming they do and come to the company site, do I really expect that visitor to pick up the phone and hire my company right then and there? Not really. But let’s say they dig through the site a bit and ultimately find their way to this blog. After reading a few posts maybe they decide to sign up for the Brick Marketing SEO Newsletter and follow the company on Twitter. Every time they get a new newsletter that creates another touch point for them to interact with my company. Every Tweet they see has the potential to drive them back to the blog and over to the site—all of those efforts slowly add up overtime until eventually they fill out the lead form. It wasn’t a solitary Tweet that drove them to convert; it was a culmination of efforts over time.

That’s the tricky part with B2B social attribution. So many companies are looking to see an immediate return from their social and content marketing efforts that they forget that it takes time and consistency to connect with B2B buyers. For instance, I used to work with a B2B company that sold industrial equipment and they didn’t want to bother with social media because, as the owner put it, their customers just aren’t interested in following an industrial equipment company. And while that may be true, that doesn’t mean you can’t craft your social media message to get people interested. B2B marketers often feel like they aren’t as interesting as their B2C counterparts, so why would anyone want to pay attention to them. But since you are in business there has to be at least a few people who care, right?

Convincing someone to buy a $250,000 piece of industrial equipment isn’t like convincing a hungry diner to check out your pizza joint. And even then, how many reviews do you read before you pick a pizza place to order dinner from? B2C social attribution isn’t all that simple either! But remember, B2B social attribution is not a one-to-one thing and requires long term investment and multiple touch points that add up over time, pushing your target audience a little farther down the buying cycle each time.

Categorized in:

Like what you've read? Please share this article

Read What Full Service SEO Clients Say About SEO Firm Brick Marketing

"dependable, professional SEO company"

“Brick Marketing has been a dependable, professional SEO company that has helped us get results. In the last 6 months of using their services, visits to our website have increased by almost 30%. Our dedicated SEO Specialist was pleasant to deal with. Her suggestions for articles and press releases were industry specific. Brick Marketing always answered our phone calls and emails within an hour which made us feel valued as a client. I would recommend Brick Marketing to all businesses to handle their SEO needs.”

– JoAnne Loftus, Archival Designs, Inc.

"Brick Marketing has been a tremendous resource for our business"

“Brick Marketing has been a tremendous resource for our business. Through their expertise with the ever changing world of SEO, our web presence is as strong as ever. Our working relationship with Nick Stamoulis and Danielle Bachini has been outstanding. In collaboration with web designer Chris Roberts, we were also able to develop the perfect responsive website that truly reflects our business. Thank you Brick Marketing!​”

– Ellen Parlee, Parlee Farms

"Brick Marketing is levels above all integral part of my team"

“I have formed an invaluable marketing partnership with Brick Marketing. Nick Stamoulis and the rest of the Brick Marketing team are professional, timely, thorough and take time to, not only succeed at the tasks, but also educate myself and my team on the strategies in the process. Since my first encounter working with Brick, I’ve changed organizations and have taken them along with me…they are that good! In my experience in working with many outside agencies who over-promise and under-communicate, I can truly state that Brick Marketing is levels above all others and vested in our relationship. They are not just an SEO consultant, but an integral part of my team. I highly recommend Brick Marketing for any company looking to significantly increase search engine competitiveness and internet presence.​”

– Jodi Murphy, Marketing Director EUXmedia

"highly recommend Brick Marketing to all of my clients"

“After working with many other SEO firms and not being satisfied I finally was introduced to the Brick Marketing President and Founder, Nick Stamoulis. Nick Stamoulis has educated me about SEO and has provided me with a well rounded SEO package, not only does he offer top quality services he also educates his clients and spends the time to explain everything and their SEO pricing is competitive. I will highly recommend Brick Marketing to all of my clients. Brick Marketing is an A+ for SEO services.”

– Mike Cardella, Integrated Computer Services

"traffic has increased over 80% year-over-year"

“When we started working with Brick Marketing, we had just been subjected to a Google algorithm update and our websites both took substantial hits to traffic. Within a few months, Brick has taken both of our websites to pre-algorithm traffic and conversion levels, and for the CallFinder site, the traffic has increased over 80% year-over-year. Their expertise in SEO, responsive design, and content marketing helped us turn the situation around, and we could not be happier with the results we’ve seen in just our first four months of working with them. The team we work with at Brick Marketing is always available for off-the-cuff consultations and are at the ready to provide recommendations and suggestions to improve our site’s appearance and performance. They are truly a hands-on partner, which is immensely valuable to our business.​”

– Jeanne Landau, Director of Marketing |

"superior knowledge of marketing on the internet"

“I have had the good fortune to work with SEO expert Nick Stamoulis and his team at Brick Marketing and it was clear form the get go that Nick had superior knowledge of marketing on the internet. The SEO campaign and technical writing that Brick Marketing provides has been impressive, where in the past we struggled to find the high levels of competence in these two skill sets. Were only just beginning with Brick Marketing and look forward to growing with their expert guidance. Thank you Nick Stamoulis and the Brick Marketing team!”

– Craig Raubenheimer, President, Roan Solutions, Inc.

"Brick Marketing is "solid" when it comes to support for SEO marketing advice"

“I had been impressed for a long time with the content that Brick Marketing was sharing in their informative blog posts and articles. I chatted with Nick Stamoulis a couple times and decided that he was the expert I wanted to work with. I have worked with Brick Marketing for about six months and they have helped us resolve several SEO related issues pertaining to our website. Our account rep is always just an email away with answers to any questions I have and suggestions for how we can improve what we’re doing. Brick Marketing is “solid” when it comes to support for SEO marketing advice. I definitely recommend them if you want to feel more secure about how your website is performing in searches and have the confidence that everything being done to improve your rank is white hat and legit.”

– Paul Rarick,

"went above and beyond to help us with any SEO issues"

“We hired Brick Marketing to manage our SEO, but they ended up also managing our company blog, social media marketing, helped us launch a pay per click advertising campaign, migrated our website to a new domain and so much more! Our SEO Specialist is always quick to respond whenever we had a question and went above and beyond to help us with any SEO issues.”

– Mory Creighton, CEO, Pinpoint Laser Systems

"Our keyword rankings have improved and traffic has increased"

“The Brick Marketing team, was critical to ensuring that our new Web site is optimized to drive maximum traffic. Our keyword rankings have improved and traffic has increased thanks to her assistance and advice. In addition, they executed a strategic link building program that helped further increase Web traffic.”

– Lauren LaFronz, Director of Marketing, enChoice, Inc.

"Brick Marketing is rock solid and essential in building a strong marketing foundation."

“Brick Marketing is extremely valuable for feedback and advice in many aspects of marketing, not just SEO and I look forward to continuing to work with them over the long term to continually improve our business and increase sales. That’s what it’s all about. Just like their name implies, Brick Marketing is rock solid and essential in building a strong marketing foundation.”

– Jeff Nicholson, President Freely Creative, Inc. /

Contact Us about brick marketing Industries We Serve Case Studies

Need Assistance? Please Contact Us Below: