There’s a good chance that if you’ve entered a contest online or signed up for a promotion, you’ve used social sign-on. Letting people access an offer using their credentials from social networks has been all the rage with consumer-facing marketers.
Many in B2B marketing question whether it’s the right fit. Sure, they love the idea of lowering the barriers to potential conversions traditional registration forms represent.
But what matters most to marketers who need to generate actual demand is gathering valuable data from prospects. What can B2B marketers learn from social sign-on?
As part of our recently published Grande Guide to Social Demand Generation, we decided to answer that question with an illustration. The graphic below lays out the various data points you can collect from prospects who sign in using thei
r Facebook, Twitter and LinkedIn credentials to access an offer.
Facebook provides the fewest data fields, but they could be more valuable than what Twitter returns depending on your objectives.
LinkedIn, though, offers a treasure trove of valuable data. B2B marketers who are looking to do better targeting and lead nurturing will likely gravitate towards social sign-on with LinkedIn.
We have more insight on how marketers can take advantage of social sign-on, along with interviews, how-to’s and more inside the Grande Guide to Social Demand Generation, which you can access by clicking the image below.
In the meantime, if you're using social sign-on what results are you seeing?