Social media marketing for B2B — what actually drives enquiries

B2B social media gets judged by B2C metrics far too often — likes, followers, reach — when the actual goal is a much smaller number of the right people noticing you at the right time.

What doesn't work as well as it looks like it should

Generic company updates — "proud to announce," "excited to share" — generate little beyond polite engagement from people who already know you. They rarely reach a new buyer who's actually evaluating options.

What tends to actually generate enquiries

Specific, practical content aimed at a real problem your buyer has: a short explanation of how to solve something they're likely struggling with, a behind-the-scenes look at how a project or process actually works, a case study framed around a result rather than a announcement. Content that answers a question a prospective buyer is actually asking, rather than content that talks about your company in the abstract.

The honest measure of whether it's working

Not likes. Whether the enquiries you're getting mention something specific from your content — "I saw your post about X" — is a far more reliable signal than any engagement metric. If nobody ever references your content when they reach out, it's reaching the wrong audience or answering the wrong question.