Social Selling: A New Day for B2B Companies

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Each morning as the sun rises, so does the bar for your sales team to better prioritize their time and serve as experts – not just negotiators – in the product selection process.

The B2B buying process has fundamentally transformed. Prospects now utilize the internet to conduct independent research, and consume brand and product info while browsing on social media. All this information works together and ultimately influences their purchase decisions. As a result, traditional sales methods are becoming obsolete.

The time has come for a shift in strategy from the old pitch-based sales techniques to data-driven, socially-enabled campaigns.

It all comes down to content

Considering that 92% of buyers trust referrals from people they know, channels like Facebook’s news feed are increasingly important avenues to promote your brand. But while social media mentions, testimonials, and reviews are extremely effective means of generating meaningful interest, you can also produce relevant content and media to be shared across the web (along with your company’s brand and message).

Your strategy should include personal content that humanizes your brand, industry content that speaks to your credibility as a subject matter expert, and branded content that drives prospects and clients to your website.

Engagement is key

The most crucial component of social selling is to engage your prospects and professional network. This means using social connectors such as likes, comments, and messages to start a conversation.

LinkedIn’s Global Senior Manager of Social Marketing, Koka Sexton, defines social selling as “leveraging your professional brand to fill your pipeline with the right people, insights and relationships.” Social selling is not a one-time event or a standalone sales tactic, but a series of engagements to build trust and credibility that fosters a personal bond.

Social selling + intent data = a match made in marketing heaven

Social selling platforms like LinkedIn are ideal for prospecting and identifying opportunities. But after you’ve connected with someone, you can’t score every interaction the same way, can you? You can network all day, but if you aren’t reaching the right people at the right time, what’s the point?

This is where we bring in intent data. Implement intent data into your social selling strategy to help you gain actionable insights into exactly who’s in the market and why.

Use intent data to:

  • Coordinate marketing and sales when identifying buyer behavior that indicate hotter leads and establish sales alerts based on these behaviors.
  • Make it easy for sales to sort leads by priority in the CRM system, enabling them to focus on the most sales-ready leads.
  • Enable salespeople to view the companies in their specific territories that visit your website and to access the important contacts at each organization within the CRM system.

If your sales team is the center of gravity for your sales team, intent data allows you to pull qualified prospects into orbit; and social selling enables you to bring new business down to the surface.

Reach, resonance, and reaction

Sales strategies are going through a social-media evolution, and it’s a matter of adapt or die.

A 2017 Nielsen study discovered that up to 30% of marketing dollars are downright wasted because the message doesn’t reach or resonate with the intended audience. So here at Televerde, we optimize our social selling strategy with intent data as a solution to client reach, resonance, and reaction.

Still hungry for the latest and greatest social-selling tips and tactics? You’re in luck, because we’re sharing the secrets to social selling success!

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