Business-to-business advertisers have long prioritized search-engine marketing as their primary digital path to new customers. With at least one study now showing social media to be a top marketing channel for B2B companies, it?s time for advertisers to re-examine their lead-generation mix.
Most will look at LinkedIn first because it operates the world?s largest professional network, with more than 467 million members in over 200 countries and territories. But guess what" For most B2B advertisers, we?re finding that Facebook generates exponentially more leads at a more efficient rate.
This means a lot of marketers–particularly smaller businesses–need to start prioritizing Facebook. Here are four reasons why:

Scale: Facebook is substantially larger than LinkedIn–1.79 billion monthly active users versus 106 million. Facebook has the greatest share of business decision makers?60 percent versus 22 percent for LinkedIn at last count–and it’s the social platform that they spend the most time on. Both platforms allow targeting based on user?s job title, industry, education, age and location; so why not capitalize on the platform with larger scale and reach domestically and globally" No barrier to entry: Facebook gives advertisers large and small access to its entire suite of products and capabilities. With LinkedIn, higher-end products such as dynamic ads and account-based marketing carry a $25,000 minimum over each three-month period. Th...