Social Selling and B2B: Gotta be in it to win it
This infographic from Marketing Profs helps quantify something we are all experiencing, namely the way social media are changing the nature of B2B selling. The highlights from the post are,
- Social data has gone beyond B2C to influence B2B sellers and buyers
- Some 84% of B2B executives use social media as a source for making purchase decisions
- Moreover, 92% of B2B buyers use social media to engage with sales industry thought leaders
- A total of 72% of B2B buyers use social media to research solutions.
What I found compelling is the recommendation that “sellers must first understand the channels most relevant to their industry segment, then engage their buys in the comments and resulting conversations.” In other words, you must be in it to win it.
Moreover, social data provide yet another source of insights for thorough audience analysis and segmentation. “Names are not enough,” it reads. “The most effective message is the one that appears to be personally tailored to the receiver. That level of tailoring and targeting requires deep understanding.”