Published: 24 October 2016
Analyst(s): Marketing Research Team
In this research, we answer the question "What kinds of returns are B2B marketers seeing from social?" While quantifying the impact of social media can be difficult, marketers who have been able to measure their results have seen significant ROI across the purchase funnel. About half of B2B marketers say that social media has directly impacted their top and bottom lines, with social both improving sales and reducing marketing expense.
©2020 Gartner, Inc. and/or its affiliates.
All rights reserved.
Gartner is a registered trademark of Gartner, Inc. and its affiliates.
This publication may not be reproduced or distributed in any form without Gartner’s prior written permission.
It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact.
While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information.
Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such.
Your access and use of this publication are governed by Gartner’s Usage Policy.
Gartner prides itself on its reputation for independence and objectivity.
Its research is produced independently by its research organization without input or influence from any third party.
For further information, see
Guiding Principles on Independence and Objectivity.