I might be in the minority here, but I actually do think organic social should be held accountable for driving revenue.

But because it’s B2B and not B2C/DTC, there are quite a few roadblocks in the way of this:

Attribution is a nightmare and it’s hard to track properly.
If you’re reading this, you probably have basically $0 budget for your organic social work
And of course, there’s the fact that organic social doesn’t get a lot of respect in the B2B marketing lineup

Here’s my soapbox again: we organic social folks are frontline marketers.

We interact with and learn from our ideal buyers day in and day out. We live and breathe by what resonates with the audience, and we often have a deeply intimate understanding of prospects and their problems.

Our advantage is that we have an opportunity to educate and influence our prospects looooong before they're ready to buy, and keep them engaged until they *are* ready (and long afterward).

This is a unique position to influence revenue – and instead of shying away from it, we should embrace it!

I'm not saying we need to hold a quota like demand gen/paid usually do, but I do think we should own our role in driving revenue.

Here are some ways to do that:

👉 Understand how social can support departmental OKRs and overall business goals

👉 Align your program’s North Star goals with the company’s business goals

👉 Understand where social media influences demos/deals.

👉 Look into your assisted conversions/attribution paths.

👉 See how social performance feeds into brand metrics like website traffic, bounce rate, and direct demo requests.

Yes, you will have to dig deeper than metrics like engagement and impressions, but your work will be stronger for it!

Own your role