4. D4. Drives revenuerives revenue

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Listening Performance Topic Summary greece b2b leads in Sprout's platform. In the image, you can see total volume, engagements, impressions and sentiment analysis.
Social media is ever-present in the sales funnel. From generating awareness through organic campaigns to supporting social commerce through influencer marketing, social plays a key role in acquiring and holding onto customers.

For example, almost half (49%) of consumers make purchases at least once a month inspired by an influencer post, while 86% make a purchase at least once a year, according to The 2024 Influencer Marketing Report.

A call-out card from Sprout's Influencer Marketing Report that reads 86% of consumers make a purchase inspired by an influencer at least once a year
The 2023 State of Social Media Report found that 88% of business leaders agree social insights are critical to customer retention. That’s because social media helps you better understand what your buyers want and need. With their feedback on hand, you can improve and optimize every part of your sales strategy—from social selling to your website to your customer outreach.

Some metrics (like MQLs) simplify attribution and make it easy to define ROI. Others (like engagement) can correlate with revenue gains, but their direct influence is harder to prove.

A tool like Sprout Social’s Tableau BI Connector enables you to analyze data, create custom metrics and merge different data sources. This seamless and customized view gives you a consolidated source of truth for wider business insights and performance, and a clear perception of how social impacts revenue gains.