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A great example of a company removing registration friction for a business audience is the online media division of The Business Journals. Since deploying Janrain Engage Social Login in June, they have reported a 12% increase in site registrations across 40 online properties.

Will social media play an important role for B2B marketers in the near future? We believe so and are seeing a growing interest from technology solution providers and other organizations that want to add a social element to their B2B website and marketing efforts. In Forrester’s report: Market Overview: 2011 Social Media Platforms For B2B Tech Marketing, they indicate: Today, there is increased demand for social media platforms from B2B tech marketers that are using social media tactics to engage with business technology buyers.

Google’s controversial encrypted-search feature has had a chilling effect on B2B publishers’ ability to track organic search referral terms,

Encrypted search queries, which are enabled when a user signs into a Google account, now account for almost 40% of referring traffic data to B2B sites

“Eventually you’re not going to be able to measure SEO performance by keyword or understand the impact of organic search on your website traffic, engagement or conversions.”

Twitter not only was best for generating leads, but it also showed the highest conversion rates. Compared to the 1.22% average for social media (which was below the 1.6% average for all site sources), Twitter had a 78% higher conversion rate (2.17%), easily outperforming LinkedIn (0.8%) and Facebook (0.74%). That’s despite LinkedIn having the highest engagement rate by pageviews per visit (2.5), and Twitter the least (1.5).

2. Leads.  This is a new feature in SlideShare Pro.  If you insert a form into your content, SlideShare will capture the viewer’s profile and, through its LeadShare API, automatically import the contact into SalesForce.com.  Seriously, what other social network focuses on actual lead capture and sharing? 

Alternatively, you could simply survey the early adopters and decide if they are leaders worth following:  Edelman Digital, Ogilvy 360 Digital Influence, Razorfish, Dachis Group, JESS3, Dell Enterprise  and, oh, The White House.