A recent survey from cloud marketing software vendor Pardot found that despite high social media usage, many B2B marketers are unaware how the platforms are affecting overall results.

Specifically, the company found that 30 percent of respondents weren't tracking the impact of social media platforms on lead generation and sales. Furthermore, 42 percent reported that they returned an uncertain amount of sales leads as a result of sites such as Facebook and Twitter.

This, despite the fact that 95 percent of those polled stated that they use the most popular outlets.

"Social media is an exciting and enticing sales and marketing medium, but best practices are clearly still emerging," said Adam Blitzer, Pardot co-founder and COO.

Outsourcing these tasks may mitigate firms' return-on-investment issues. However, only 9 percent noted that they rely on outside help or social media experts for marketing purposes.

Business Insider adds that an oursourced service may be able to provide an effective and coherent business strategy tailored specifically to a B2B company to help it achieve its goals. 

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