Why are Heads of Marketing still believing that social media outreach will reach those people most influencing their sales prospects? Where’s the supporting evidence?

Whichever figures you follow, social spending by B2B marketing depts. is clearly on the rise. But of all the objectives social outreach can help achieve, there appears to be no proof that it’s influencing sales prospects. This is borne out day after day in our own client work. So why are Heads of Marketing still investing as if that proof exists? What is motivating their thinking?

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