Is Lead Generation Possible with X (Twitter) for B2B Marketers?

Globally popular social media platform, Twitter, recently rebranded as X, has been regarded as a destination for breaking news, trending memes, and consumer discussions for years. B2B marketers, on the other hand, turned to LinkedIn and Google Ads for lead generation, frequently ignoring X as an option. The platform’s shift has altered the equation, though. With extensive targeting capabilities, specific audiences, and real-time interaction tools, X now provides unique options for B2B organizations to connect and engage with decision-makers. The question is no longer if X can be used for B2B lead generation, but rather how to best use it to build a pipeline and generate revenue growth.

LinkedIn has been the go-to platform for B2B lead generation for years, leading to many marketers simply writing off X as “too noisy” or “too relaxed” for serious business applications. HubSpot reports that 40% of B2B marketers make LinkedIn their top priority, with a mere fraction actively investing in X campaigns. This lack of utilization provides a singular window of opportunity.