Sales and Marketing is around 60% of revenue at 47 million a year. Advertising is around 5 million a year, so the rest of the spend looks like sales costs, content production, and maybe event marketing.
The media spend seems to be mostly adwords: "The effectiveness of our online advertising has varied over time and may vary in the future due to competition for key search terms, changes in search engine use, and changes in the search algorithms used by major search engines."
Also, they only have 5000 FB likes - if they were spending $100k+ a month on FB these likes would be higher as a byproduct of the paid spend. I do a ton of B2B/SMB FB advertising, my guess is that they could move some spend to FB from AdWords and see better ROI.
i can imagine fb being great for b2c especially for something with emotional connection. but for b2b i'm sure that in most cases it does not work, at leas not in creating leads/registrations.
That's not to say you did anything wrong - it's possible your specific set-up wouldn't work. But many agencies do not know how to do it.
i think facebook user has a different expectation then google. i know some companies first hand that had great expirience with b2c, i never meet some that did great in b2b.
maybe if our focus was more on creating a community around a common thema, and then do brand building or so, it could work as a secondary generator of leads, but for pure,i pay for an ad and the goal is to get an conversation it was not that great.
so if you could write more about what does work it would be great because only relaying on adwords and always increasing cpc is not that appealing.
Edit: They have no live ads, so they are not running FB retargeting even: