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B2B Social Selling: A Perfect Guide to Increase Sales Pipeline

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B2B Social Selling

Nowadays, you can’t just rely on phone calls and emails to boost your business sales. You’ll need to utilize the power of B2B social selling. 📈

Social selling has been a vital resource for companies looking to establish strong connections with their clients and generate sales using social media platforms. With the increasing number of consumers using social media platforms, every business is considering formulating a B2B social selling sales strategy. 💭

Even 90% of the top-performing sales representatives utilize social selling tools to engage in social listening, network, and build customer relationships. 

In this blog, we’ll provide a perfect guide to increasing your sales pipeline using B2B social selling, including definitions, importance, benefits, building steps, measurement ways, and real-life examples. 

Let’s get started🌟

🔑 KEY HIGHLIGHTS

  • B2B social selling refers to a sales strategy in which social media platforms are used to create genuine relationships with customers and generate leads. 
  • Social selling eliminates the requirement of cold emails and cold calls.
  • Some benefits of B2B social selling are building trust, thought leadership, effective lead generation, and enhancing overall sales productivity. 
  • To build a B2B social selling strategy, select the right platform, optimize the profile, create a content strategy, provide relevant content, utilize social listening, and demonstrate customer value. 

What is B2B Social Selling?

B2B social selling is a business-to-business sales strategy that helps generate leads through social media by creating strong and genuine relationships and connections with potential customers. Unlike annoying sales pitches like cold calling, it’s more about establishing relationships and providing value. 

For example, salespeople use customer engagement platforms like LinkedIn, X (former Twitter), Facebook, and even Instagram to connect with prospects, build trust, and create long-term customer relationships. 

Also, social selling for B2B involves salespeople engaging with interested prospects through informative content like blogs, videos, and podcasts, which creates more sales opportunities. 

Why is Social Selling Important to Build Your B2B Sales Pipeline?

Nowadays, with the use of digital platforms, customers already have access to businesses’ information before a salesperson approaches them. This social selling eliminates the need for cold emails or calls and allows sales reps to build authentic, purposeful connections with interested and potential prospects through the sales funnel. 

Social selling B2B opens up multiple touchpoints for interacting with customers and drawing their attention towards your solutions. With early engagement and conversations with potential customers, your brand comes to the forefront of prospects’ minds when they are ready to purchase, which helps to build your B2B sales pipeline. 

Benefits of Social Selling in B2B Companies

If you are in the middle of the bridge and don’t know if you should start B2B social selling, we have listed some benefits that social selling can provide to your business. 

Some of the benefits of social selling for B2B companies are: 

  • Build customer trust: Social selling for B2B companies empowers creating authentic connections, not just the sales pitch. Engagement in social media allows you to learn your customers’ preferences and provide a personalized experience accordingly, building customer trust. 
  • Boost sales productivity: With social selling, you will only put your effort into interested prospects by focusing on pre-engaged customers and boosting the sales engagement process. Focusing on leads who’ve already engaged on digital platforms increases the chances of getting a higher conversion rate and eliminating the extra effort through cold calls and emails. 
  • Effective lead generation: Businesses can engage potential customers throughout the buying journey. Through social selling,  sales reps can also share content that provides value and trust to customers, such as case studies, success stories, and industry insights. Helpful and responsive gestures create a positive brand perception, making customers choose you as their seller while purchasing. 
  • Develop thought leadership: B2B social selling includes creating thought leadership through informative content such as articles and blogs. This sets your brand apart from other competitors and increases your reputation, giving customers a perception of credibility. 
  • Targeted lead generation: if you are using social selling, you will have a lead-generation expert. Who’s that? Those are AI-powered tools with data analytics; these tools work like magic and enable businesses to identify and focus only on the most promising leads in the vast social media world. Ultimately saving time and increasing conversions. 

How to Build a B2B Social Selling Strategy to Increase Sales Pipeline?

How to Build a B2B Social Selling Strategy to Increase Sales Pipeline

Building a B2B social selling strategy requires proper planning, which includes multiple factors. 

Here are the six important steps to start a B2B Social selling strategy: 

1. Choose The Right Platform

First things first: no content, effort, and time make sense if you are not on the customer-preferred platform. Find out which social media platforms your potential customers often use.

The report shows that 76% of buyers use LinkedIn for business purposes, making it popular among the B2B audience. 

Multiple prospects use X, a former Twitter, Facebook, and Instagram, too. Conduct research and look for media where potential customers are more active and share most of the time. Choosing the right platform and being active allows you to connect with the right people, making your efforts worth it. 

2. Optimization of Your Profile

Put yourself in the position of the audience. Will you trust any random profile with random pictures on socials?

It’s obviously No! Prioritize optimizing your profile, and consider your social media platform your identity. Profiles are often the first thing people look at, so consider making them appealing by adding catchy Bios or headlines that demonstrate what you’re great at and how you can solve people’s pain points.

Don’t overload content; make it short and sweet. Also, feature your best content, which could be blog posts, articles, or customer reviews, to present a sense of authenticity and maintain professionalism. 

3. Develop a Content Strategy

A proper content strategy can help you nurture more leads throughout the sales funnel. Before you align your content strategy with your audience’s needs, you must ensure what they want to see, creating a better digital customer experience strategy

You can think of any topics, questions, or studies your customers want answered or published. Observe customers’ pain points, complaints, feedback, and behavior and create valuable, relevant content that addresses their problems. A proper content strategy gives you more opportunities to achieve customer success

4. Provide Relevant Content to Engage Your Audience

B2B social selling is all about creating real connections, not just adding names to contact lists. So, provide content that makes sense to them and draws their attention. 

Connect with potential buyers from your niche market through Linkedin or other platforms. You can send requests to them with short notes that create a feeling of value to customers and show that you’re genuinely interested in connecting with them. Also, you can use the LinkedIn Sales Navigator function to establish engagement with people who talked or posted about your industry.

5. Utilize Social Listening and Learn From it

Social media platforms are vast and immense. Market trends and social media algorithms are constantly changing, so you must follow industry influencers and key customers on social media to get insights into what’s happening in your industry. 

Use AI-powered analytics to gain insights into customer interest and behavior, helping you engage with prospects personally and in less time. Consider using social listening tools like Hootsuite, Sprout Social, and Buffer that enable you to know what your prospects are talking about, and you can customize your messages accordingly. 

6. Build Trust by Demonstrating Value

To level up your B2B social selling, you will need to measure important metrics that directly impact social selling such as lead generation, engagement, revenue, and conversion rates. 

Share successful stories of how social selling for B2B companies has helped you generate sales opportunities and helped you grow bigger. These stories highlight the impact of social selling on your brand. 

These stories help your customers to believe in you, increasing your credibility. Don’t push much with a sales pitch; instead, behave like a friend who wants to help, which helps build trust with potential buyers. 

How to Measure B2B Social Selling Effectiveness?

One of the important parts of B2B social selling is to keep track of and measure if the selling approaches are working. Ready to know it?

Here are three ways to measure if B2B social selling is working effectively: 

1. Lead Generation Metrics

The main objective of social selling is to generate more leads that turn into customers. To measure this, track these metrics:

  • Total leads: This is the total number of potential clients that have shown interest in your social selling efforts. 
  • Conversion rates: These refer to the total percentage of leads generated by social selling activities that are converted into sales. 
  • Highlight source: Now check the sources that provide the most conversion rates and focus more on that particular platform. 

2. Engagement Analytics

Observe how engaged your audiences are and how they react to your social media posts. Focus on the number of likes, shares, comments, and click-through rates (CTR) you often get in your content. 

When these factors boom, it shows that your content engages customers and that they like it. Use this information to create your social selling strategy and provide more of what they love. 

3. Revenue Analysis

You need to monitor how social selling impacts your company’s revenue. Measure pipeline contribution, average deal size, and closure rate to get insights into the total value of opportunities from overall social selling efforts. 

Observing the effects on revenue is considered the most important analysis; this lets you know if the efforts are worthwhile to continue and how you will generate leads and conversion rates. 

Real-Life B2B Social Selling Examples 

Multiple businesses have grown up using B2B social selling sales strategies. Let’s look at some of the popular real-life examples.

1. IBM’s Consistent Thought Leadership Blog

Who doesn’t know IBM? Almost everyone from this field recognizes them. IBM has also established effective thought leadership through its blog, which features case studies, articles, and other blogs on industry trends, best practices, and tech advancements. 

A report says that companies that prioritize blogging are expected to be 13 times more likely to achieve a positive ROI for their marketing efforts. IBM takes this information for granted and publishes blog posts, shares it across social media channels, and reaches the targeted audience. 

Using social media for content marketing is crucial because it generates 3X more leads than traditional marketing methods. By capitalizing on these interactions, IBM expands its reach and successfully creates connections with potential customers. 

2. Microsoft Social Listening for Providing Personalization

Let’s discuss how Microsoft uses social selling to grow its business. Microsoft uses social listening tools and monitors all feedback and customers’ suggestions, questions, queries, and problems through social media. 

Even a team is formed to focus on listening to social conversations to understand what the true customer wants and making content accordingly to create a breeze. Through these social selling efforts, it has also uncovered valuable insights that help it provide its audience with what they want to look at and learn. 

They also provide real-time feedback options on emerging products, which benefit the marketing and product teams by building stronger customer relationships and improving customer experience. 

✅ Check Out: What is Personal Selling

Conclusion

B2B social selling empowers every business to establish effective connections with customers. This includes using popular social media like Linkedin, X, Facebook, and Instagram for marketing purposes, aiming to maintain long-term relationships with potential customers. This has leveraged generating leads and creating authentic and purposeful connections. 

A social selling approach for B2B companies helps businesses develop thoughtful leadership and increase effective lead generation rates. For building a social selling strategy, consider choosing the right platform with a professional profile and creating an effective content strategy for building a social calling for your company. 

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Dinesh Silwal

Dinesh Silwal is the Co-Founder and Co-CEO of KrispCall. For the past few years, he has been advancing and innovating in the cloud telephony industry, using AI to enhance and improve telephony solutions, and driving KrispCall to the forefront of the field.

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