Many B2Bs know that social media can be a highly effective way to reach and influence buyers. All too often, however, social media is not ingrained into B2Bs’ bigger business and marketing strategies. This can hinder performance, making it harder to prove that social media can impact business outcomes. Getting social media to work requires that B2Bs make social media a priority, and one that’s aligned with their larger marketing plan. This panel will discuss how B2Bs can see results with strategic investment that includes: using social intelligence for audience research, delivering targeted content to buyers and having an aligned measurement systems.