A recent survey from Pardot revealed that while 91 percent of B2B marketers use Twitter, a mere 15 percent had success using the platform to generate leads.

Business2Community explains that the primary reason behind this disconnect may be a lack of effort being displayed on the part of B2B marketers once they register or make their first tweet.

The news source worries that some marketers may still feel like social media is a trend or a fad, and thus aren't involving their businesses. This is a flat out wrong assumption, and if a B2B marketing company isn't on any social media network yet, they're likely falling behind the pack.

Furthermore, some marketers may not realize the extensive time commitment that's necessary to successfully utilize these sites. This is why many companies engaged in social media open a position dedicated specifically to the task so they never fall behind.

How are B2B marketers tweeting? If they post in a passive or robotic tone, they're unlikely to attain a positive response, as they must realize there are human beings reading their tweets, who react based on emotion and trust. 

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