When it comes to using social media to attract customers, business-to-business (B2B) marketers have focused more on the media than the social aspect. Today, B2B marketers use social media as another outbound channel to push company news and product messages but fail to see its potential as an ecosystem to engage influencers and potential buyers in conversations around big ideas and insights that can have an impact on their businesses. As a result, B2B CMOs have struggled to use social marketing to drive demand. This report describes how to systematize B2B social marketing activities to directly and positively affect the sales funnel.