Twitter Touts Its B2B Lead-Gen Capabilities (& Has A New Ad Tool In The Works To Help)

Twitter BirdTwitter’s all-out assault on potential advertisers continued today with the latest in a series of blog posts explaining the benefits of doing Twitter ads. Today’s target? The B2B community.

The company is touting how tweets can have an impact on B2B tech audiences, again using statistics from its recent work with Compete. In this study, Compete examined the online activity of more than 6,000 Twitter users as they visited more than 400 B2B tech sites in late 2012. Two quick snapshot stats:

  • 59 percent of Twitter users visited a B2B tech site during the study period, compared to 40 percent of average Internet users
  • 30 percent of Twitter users search for B2B tech brands, compared to 12 percent of average Internet users

Twitter’s trying to let B2B companies know that their audience is using Twitter. The stat that should interest B2Bers the most is that 11 percent of Twitter users who saw a tweet from a B2B tech brand went on to convert on the company’s website (by completing a sign-up form), compared to only 4 percent of average Internet users.

Twitter’s New Lead-Gen Tool For Advertisers

Not mentioned anywhere in the blog post is that Twitter has been testing a new lead-gen tool that’s presumably just for advertisers — a tool that the B2B crowd might enjoy using if and when it rolls out widely.

The test ran a few times (as far as I know) in mid-February via tweets like this one from the @TwitterAds account. (TechCrunch spotted the tweets, too, and wrote about it on February 19.)


In that tweet, Twitter is offering a download of its small business guide direct from the tweet. If I click to download, Twitter (or, the advertiser) gets profile information including my name, Twitter handle and email address. And, I get the guide.

It’s a simple-but-smart tool, and one that — if and when it rolls out widely — helps Twitter offer a more well-rounded suite of products for different kinds of advertisers. And, that’s exactly the message they’re trying to get across with today’s statistics about B2B audiences on Twitter.

We emailed Twitter on at least two occasions asking for more information about this lead-gen tool, but never got a reply to our emails.

Related Topics: Channel: Industry | Social Media Marketing | Top News | Twitter | Twitter: Advertising | Twitter: Marketing | Twitter: Statistics


About The Author: is Editor-In-Chief of Marketing Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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  • Harsh Bawa

    The lead gen tool looks very interesting and has the potential to help business owners get more leads if it is rolled out big time.

    The possibility of twitter ads competing with adwords and facebook ads is something which might help business owners in a much better way as twitter will open a third platform for them to advertise to their targeted audience besides significantly helping new business owners get targeted leads and expand their revenues.

  • Michal Smetana

    May I just ask the editors of this blog (or better to say, give you a suggestion for your blog posts), why aren’t you embedding the tweets directly into your post and you rather take a print screen and attach an image of that in your article?

  • stiv

    Интересно было узнать про новшества в твиттере ,спасибо статья мне понравилась ,буду вашим постоянным читателем

  • Matt McGee

    We do embed tweets directly on occasion, but the risk is that the tweet gets deleted and then the article becomes unreadable. In this case, that’s a legitimate risk since Twitter is testing a new kind of tweet with lead-gen elements involved and they could decide later that they don’t want that tweet showing any longer. So it’s safer for us to use a screenshot of the tweet.

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