The Results:
• Google is the single most important referring domain to B2B websites, responsible for over 36% of all visits.
• Social Media is still a smalla fraction of traffic and leads to B2B websites, contributing on average less than 5% of all traffic and leads.
• Email shows high engagement rates as well as strong conversion rates with an average 2.9% lead conversion rate.
• Paid search usage showed a constant decline among B2B marketers in 2012. Over 10% of companies in the report discontinued their paid search campaigns during 2012.
• Twitter is the strongest social media channel for generating leads, outperforming Facebook and LinkedIn 9-to-1 with 82% of social media leads coming from Twitter.
Organic Search is the #1driver of traffic to B2B websites, followed by direct traffic (40%) and referrals (11.50%). "Despite the increased adoption of social media by B2B in 2012, it's still only a fraction (1.90%) of total traffic to B2B websites."
