Published: 26 June 2024
When using social media for demand generation and awareness, tech CEOs often fail to demonstrate ROI because they don’t set objectives or track the right metrics. This research helps tech CEOs align metrics with business goals, track and analyze performance, and make necessary adjustments.
In the 2024 Gartner Tech Marketing Benchmarks Survey, only 4% of respondents from organizations with $10 million to $50 million in revenue report social mediaas their top-performing channel for generating marketing-qualified leads (MQLs).
Gartner interactions with tech CEOs regarding the challenges of measuring social media performance and ROI reveal that success is commonly measured by “vanity metrics” that do not provide actionable insights.
Most tech CEOs’ marketing teams have few processes to track, analyze and report on the results of their social media marketing efforts, making it difficult to pivot and refine the strategy.
Set social media objectives by
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