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Generally speaking, I believe traditional marketing is more effective than social media. Usually (and hopefully) your prospect clients are professionals who don't waste a lot of time on social media.
I know the question is a comparison between two methods, but I can not help myself to mention that in my opinion the BEST method to reach prospect in B2B is networking as it beats both traditional marketing and social media marketing.
A bit of odd comparison, it should be digital marketing or traditional marketing. Social media is the part of digital marketing. Now a days you should add the flavor of digital marketing along with traditional. Compare both and set your budget accordingly.
Social Media is also traditional marketing because targets in the conversion sectors are accustomed to it as a persistent and consistent presence in their lives.
That aspect of Social Media as the new norm now makes the old new again. So, the most direct, interpersonal means of reaching conversion targets remains the best option.
B2B is really something that can be managed at a robotic industrial level without companies ever communicating directly now. Reaching out directly to targets or industry leaders in the introductory platform they are comfortable with should be done on an individual basis.
A company needs nuts to fasten B company bolts (separately purchased) on C company metro lines available through company D supplier. Does it require social media? Does it require loosening trade agreement discussions over social media to get D supplier products to company A if Company C has an embargo with Company D?
Social Media, has the capability to reach people more faster then traditional marketing.
