Social selling is changing the B2B landscape
Written by Rob Begg
No matter what industry you’re in, if you work in B2B sales, we believe that social selling is going to change the way you do business. Why? It’s because we live in a world that has already embraced social media and has seen social media change already dramatically change marketing, customer service, and human resources. Sales is next.
For years, sales strategies have been based on concepts like the 4P’s and the AIDA sales model. While these concepts still have a role in the way we sell, buyers have already adjusted to today’s technology and are forcing business to think differently.
We know that buyers are doing more research before they make a decision and we know that buyers are more skeptical of sales professionals than ever before. We also know that buyers are spending more time using social networks and technology to help guide and shape their buying decisions. It’s here where we have an opportunity to drive real results.
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Here are three ways that social selling will change B2B forever:
Research shows that social selling works
A 2012 study, The Impact of Social Media on Sales Quota and Corporate Revenue, found that using social media in sales increases your ability to close deal. The report found that 78.3 percent of salespeople who use social media outsell their peers who do not.
Numbers like these make a very compelling argument that social media is a leading factor in today’s sales landscape.
The old way of doing business is broken
Recent studies show that 84 percent of decision makers in B2B are starting their buying process with referrals. Figures like this indicate the importance of building meaningful relationships with clients, colleagues, and peers before you need them. It’s through social selling software like Introhive that give teams an opportunity to identify and deliver the most effective referrals possible.
Prospecting is easier & more effective
Social media profiles have become the new way to get to know a prospect or a competitor. Your competitors, prospects and even current customers are using social media to engage and share on a daily basis. The insights from the conversations and interactions they have online can be a sales person’s secret weapon.
It’s this information that is at the backbone of social intelligence and can allow sales teams to put ensure that their focus is on the right people at the right time with the right message.
A recent study conducted by CSO Insights found that effective use of sales intelligence increases revenue productivity per sales rep by 17 percent. Using channels like Introhive, organizations can leverage big data to make smarter decisions and make social selling real.
About the author
As Introhive's CMO, Rob Begg is responsible for making sure sales has the leads, tools, and awareness needed for success. Prior to joining Introhive, Rob was vice president of product marketing for salesforce.com's Marketing Cloud. With almost two decades' and five start-ups' worth of marketing and sales enablement experience, Rob is often sought to speak and comment on social, content, and online marketing in high-growth business.
Giving efficiency the full throttle at NASCAR
The NASCAR organization has long been synonymous with speed, agility and innovation. And so by extension, partnerships at NASCAR hold a similar reputation. One such partner for the organization has been CDW – a leading multi-brand provider of information technology solutions to businesses, government, education and healthcare customers in the United States, the United Kingdom and Canada. CDW provides a broad array of products and services ranging from hardware and software to integrated IT solutions such as security cloud hybrid infrastructure and digital experience. Customer need is the driving force at CDW, and the company helps clients by delivering integrated services solutions that maximize their technology investment. So how does CDW help their customers achieve their business goals? Troy Okerberg, Field Sales Manager - North Florida at CDW adds “We strive to provide our customers with full stack expertise, helping them design, orchestrate and manage technologies that drive their business outcomes.”
NASCAR acquired International Speedway Corporation (ISC) in 2019, merging its operations into one, new company moving forward. The merger represents an important step forward for NASCAR as the sport creates a unified vision to embrace its long history of exciting, family-oriented racing experiences while developing strategic growth initiatives that will drive the passion of core fans and attract the next generation of race fans. CDW has been instrumental in bringing the two technology environments together to enable collaboration and efficiency as one organization. Starting with a comprehensive analysis of all of NASCAR’s vendors, CDW created a uniform data platform for the data center environment across the NASCAR-ISC organization. The IT partner has also successfully merged the two native infrastructure systems together, while analyzing, consulting and providing an opportunity to merge Microsoft software licenses as well.
2020 turned into a tactical year for both organizations with the onset of the pandemic and CDW has had to react quickly to the changing scenario. Most of the initial change included building efficiencies around logistics, like equipment needing to be delivered into the hands of end users who switched to a virtual working environment almost overnight. CDW’s distribution team worked tirelessly to ensure that all customers could still access the products that they were purchasing and needed for their organizations throughout the COVID timeframe. Okerberg adds that today, CDW continues to optimize their offering by hyper-localizing resources as well as providing need-based support based on the size and complexity of their accounts. Although CDW still operates remotely, the company commits to adapting to the changing needs of their clients, NASCAR in particular. Apart from the challenges that COVID-19 brought to the organization, another task that CDW had been handed was to identify gaps and duplicates in vendor agreements that the two former single-entity organizations had in place and align them based on services offered. CDW further helps identify and provide the best solution from a consolidation standpoint of both hardware and software clients so that the new merged organization is equipped with the best of what the industry has to offer.