Despite marketers' widespread use of Web analytics, social media remain largely unmeasured by b-to-b companies. Indium, however, is an exception—with 70 blogs feeding to Facebook and YouTube. Social media help the company build community, Short said. “This is a great way to build familiarity, which ultimately leads to trust,” he said. The company uses tools to track which bloggers and topics generate the greatest number of sales leads.
Likewise, mobile marketing and measurement are not yet on the radar for most b-to-b marketers. “We don't see a need for it,” Metcalfe said. “Our customers are primarily engineers working on development teams in offices; that's where they're using the Web site. It will be interesting to see if in the future, in the next year, if it's something we should be doing.” M