Social Selling in B2B Sales

Over the past decade, B2B customers have
become socially empowered, highly informed
decision makers. While it’s common knowledge that
consumers are using social media to find deals,
research products and make recommendations, the
widespread use of social media among business
purchasers is less appreciated. In fact, social
media (along with search) is giving B2B customers
significant market-making power. Their new behavior
has upended traditional B2B marketing and sales
practices, especially among companies paying
close attention. Social selling – the use of social
media by sales organizations for listening, customer
engagement and internal collaboration – is an
inevitable consequence of social buying.