B2B marketers are undervaluing Twitter’s contribution to their business.
That’s hard to believe at a time when many B2B marketers are glomming on to Twitter like it’s the last shiny object opportunity they will ever have (even turning to spamming), but it’s true. It is happening because web analytics packages are dramatically underreporting traffic from Twitter.
How many leads came from Twitter? How many website visits? How many purchases? When your web analytics package doesn’t recognize that traffic is coming from Twitter, Twitter doesn’t get the credit it deserves. [Read more...]