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Though 88% of B2B companies say they understand their target audiences at least moderately well, they still struggle to translate that understanding into new business leads via their corporate websites, according to a new study by Demandbase and Focus.

Corporate websites are a critical channel for B2B companies. After personal connections and referrals (41%), websites are the leading source of leads (23%) among surveyed B2B professionals, outpacing email (14%), online advertising (7%), and social media (3%).

More than three-quarters (77%) of social media users say websites should offer social login—i.e., using a social media identity to log in at a website—as an alternative to traditional account creation or logging in as a guest, up from the 66% who said so a year earlier, according to a study by Janrain.

Many socially networked consumers leave false information when asked to register: 88% admit to having given incorrect information or leaving forms incomplete when creating a new account on a website, up from 76% who said so a year earlier.

With social login, consumers are given the choice to have a more personalized experience when they visit a website without needing to re-enter preferences.