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HOW TO: Improve B2B Sales Productivity With Social Media

By Queenie Ang

Today, there’s more pressure than ever to shorten our sales cycles and show measurable results to our boss. There’s an imperative to consume, analyze and utilize more data about leads and prospects than ever before. And on top of that, we’re now selling to a smarter and more active prospect – call him Customer 2.0 – who uses the web to learn nearly everything about our companies, our products, and our competitors before ever engaging with us.

Customers socialize more and more with brands. Forrester Research revealed that 80% of adults American Internet users are social. Edison Research discovered that 17 million Americans (7% of the population) are active Twitter users while 99 million of them (41% of the population) are active Facebook users. In addition, over 50% of users on Twitter are also followers of a company, product or brand.

In the era of our time, maintaining a good relationship with prospects is crucial as it may alter the decision they make. The challenge ahead of us is to minimize a drop in sales productivity while building prospective relationships. Fortunately you can get some helps to facilitate your B2B sales.

Be Well-informed

The next step is following your leads, literally, to gather more contextual information. This intelligence-gathering and social following matters tremendously to your eventual outreach, especially in determining the important when and how. With sites like Twitter and Foursquare, it’s easy and, for the most part, completely open. For example, if you sell Cloud-based automated back-up systems and you see a prospect tweet about their work systems crashing, wouldn’t that be the perfect time to reach out with your pitch? You’ve already confirmed the person is the decision maker and within the appropriate industry sector as outlined above. So, what better way to get a read on your prospect’s latest news, interests, and pet peeves than following them in real-time?

Don’t expect prospects finding you. Find them yourselves! Suppose you are promoting a back-up system, you want to look for those who are in need of a new back-up system. Twitter, Foursquare and any other social sites help locate companies of which work systems are not working. What’s better timing to market your products? Just be sure that you are constantly checking out the updates, latest development and all the rest of your prospects.

Put these customized feeds spanning individual and industry-wide insight to work automatically, and you won’t have to hunt and peck every time you’re doing outreach.

Be Engaging

They are your prospects but let’s not forget they are humans. Don’t expect them to like your everything. What you are after is some interaction with them. Even a “no” is welcomed. Just be fun and smart. Draw their attention and retain it.

Use two of the biggest social sites to your advantage by joining relevant LinkedIn and Facebook Groups. The feeds in both will show you the worthwhile conversations taking place right now, including what your lead has to say on the matter. These groups also offer tons of topics, articles and events your prospect cares about – and thus, that you should care about. It also opens the door for identifying new prospects with similar interests and professional focal points.

Your options for engagement are only limited by your efforts: From a light Twitter @reply, to a Facebook “Like,” to a formal set of e-mails prompted by a timely and relevant tidbit from a LinkedIn discussion. In the expo center example above, it might be the perfect time to start a sales sequence related to your event concessions services highlighting current customers and performance. Someone with a new event operations project under his belt could be looking for a subcontractor, and this way you can be top-of-mind.

Want to find out more about facebook marketing solution, then visit Queenie Ang’s site on how to choose the best facebook Hong Kong for your needs.

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Article Citation
MLA Style Citation:
Ang, Queenie "HOW TO: Improve B2B Sales Productivity With Social Media." HOW TO: Improve B2B Sales Productivity With Social Media. 6 Jul. 2010. 6 Dec 2015 <>.

APA Style Citation:
Ang, Q (2010, July 6). HOW TO: Improve B2B Sales Productivity With Social Media. Retrieved December 6, 2015, from

Chicago Style Citation:
Ang, Queenie "HOW TO: Improve B2B Sales Productivity With Social Media"

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