B2B marketers are taking to Twitter most often to generate leads compared to other popular social media platforms, according to a recent study from Pardot.

A total of 91 percent of respondents stated that they used Twitter for lead generation, trumping Facebook, blogging, YouTube and LinkedIn.

However, it lagged when it came to actually creating worthwile leads, with just a 15 percent success rate.

The most successful platform for generation was LinkedIn, with a 32 percent rate. Blogging was not far behind at 27 percent, with Facebook and YouTube the least effective.

"There's no question social media can be a powerful tool for establishing community and generating leads," said Adam Blitzer, Pardot co-founder and COO. "But to optimize its value, social media efforts should be monitored carefully and integrated into broader content and lead nurturing programs."

A related Pardot study found that efforts are indeed not being watched over as carefully as they should be, as nearly 30 percent of respondents to an early November poll stated they don't track the impact of social media programs on lead generation or sales.  

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