Five Ways to Find Leads from Facebook On Facebook, behind every business lead is a flesh-and-blood individual

Can Facebook really generate leads for B2B companies? For many that try to attract and engage fans through the networking site, there is something fundamentally awkward about the attempt.

Indeed, Facebook "can be a lonely place for B2B marketers," says Joe Chernov, vice president of content marketing for Eloqua, a marketing technology company in Vienna, Va. "It's definitely not as natural a fit in B2B as it is for a consumer brand." B2B companies, he adds, "need to work a little harder, get a little more creative."

B2B marketers are increasingly looking to Facebook as a content distribution and engagement channel. In 2011, 70 percent of B2B marketers used Facebook to share content with their networks, a 30 percent increase over the previous year, according to a study by MarketingProfs in partnership with the Content Marketing Institute.