Dave Rigotti is the head of pipeline marketing for Bizible which makes marketing analytics software for Salesforce. He is also the editor of pipelinemarketer.com. Previously Dave worked at Microsoft on the Bing team.
Social media isn’t typically thought as a lead generation channel, but it can have a big impact on any business and shouldn’t be ignored. Adopt a pipeline marketing mindset. Forget lead generation goals and focus on revenue. Optimize your campaigns by what converts the best and ultimately is the most profitable or at least provides the highest return on ad spend.