There is a perception that B2B marketers are far less engaged than B2C in social media but it looks like in 2012 they are closing the gap, according to the 2012 State of Digital Marketing report.

Analysing the challenges, objectives and trends in social media, SEO and PPC for B2B and B2C companies, the study offers a snapshot of digital marketing in 2012.

Here are the major findings:

– Generating leads is the top objective for B2B marketers, while their B2C peers prioritise increasing awareness.
– When it comes to lead generation, B2B marketers consider SEO twice as effective as PPC or social media.
– Measurement remains a major challenge for marketers with a massive 70% unable to attribute ROI.

B2B marketers and business owners should check out this infographic by Web Marketing 123 – you may find it useful as you consider how to generate online leads and understand your marketing ROI.