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BtoB

Study: Social budget, lead success closely match

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Atlanta—A majority of marketers are spending up to 10% of their marketing budgets on social media activities, with nearly as many indicating up to 10% of their leads are coming from that source, according to a survey conducted by Pardot Marketing Automation. According to Pardot's online study, conducted in October with 63 respondents, 52.5% indicated they spend up to 10% of their marketing budgets on social media. Meanwhile, 40.7% said as much as 10% of their leads come from social as well. Among other findings, 55% said contacting a social media-generated sales lead by phone or email is appropriate, even if no invitation from the prospect was made, and 11% said their companies have a formal social media policy.
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