In order to actively leverage social, Angelhoff said it's important to look at it more from a data-governing standpoint and let those insights inform you as to whether or not your audience is reacting to what piece of content you're sharing.
"You need a marketer who can put content up there and also rely on the data to target them effectively and then put money behind it," she said. "For those spending less than a $1000 a month, I'd say get really crisp on your measurements, and work closely with your Web analytics team. You need to see what is actually converting."
Angelhoff claimed Docusign is using paid social in many different ways and while paid, earned, owned and shared used to be very structured and identifiable silos, the line is blurring as the role of the B2B social marketer is evolving.
"When you think about it, B2B marketing is really no different to B2C marketing, nowadays," she added. "Social media is about the intersection of social strategy, social content and audience management, so the reason why audience management is highlighted is because it is the third element of making social media work as hard as it can for you and for a B2B marketer. "Now the platforms have become really smart, you have to be equally smarter about who you target with what content, and when to put money behind it and when not to.
"It's all about tracking and measurement, in conjunction with the right paid piece of content for the right audience in the right channel with the right message."
Source: CMO Australia
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