If you’re still using cold calls and bulk emailing in a vacuum to generate B2B leads, then you’re probably in a rut—like using a fax machine to send a meme Today’s modern buying journey and purchasing behavior have changed, and with them, sales and marketing’s approaches for connecting with buyers have changed, too. Step in social selling—the deliberate use of social networks to discover, connect with, and nurture buyers in a personalized, conversation-first format.
Now, in today’s digital-first economy, 84% of C-level executives and 75% of B2B buyers use social networks to make purchasing decisions. High-pressure sales spiels and awkward salesmen in a three-piece suit? Gone, replaced with real conversation, thought leadership, and relationship-building engagement—especially in platforms such as LinkedIn, Twitter, and niche communities.
So, then, then what is social selling, and how can sales and marketing in B2B use it effectively? Let’s have a look.
What is Social Selling?
Social selling isn’t about blasting promos onto LinkedIn and sending out indiscriminate invites for a connection—it’s about forging relationships, connecting with prospects, and generating leads through meaningful content and conversation. Unlike traditional sales, social selling prioritizes trust and credibility first, even before a sales spiels is ever even delivered.
At its most basic, social selling entails:
- Creating and distributing meaningful content that informs and engages potential buyers.
- Building expertise and thought leadership in positioning yourself or your business as an expert in your field.
- Engaging with prospects through comments, messages, and discussion, not through high-pressure sales.
- Utilizing social listening tools to monitor trends and behavior in your field
In a nutshell, it’s a lot like conference networking—only, in this case, the conference is LinkedIn, Twitter, or a niche community, and the conversation takes place in comment threads, direct messages, and threads of content.
Why is Social Selling Crucial in B2B Marketing?
Social selling isn’t just a trend – it’s a necessity. Here’s why:
Buyers Research Before Meeting with a Sales Rep
B2B buyers today conduct research. Over 70% of buyers map out requirements in detail even before a conversation with a sales rep. They’re reading, consuming, and listening to conversation in the marketplace beforehand and then connecting with them. If your brand isn’t in that conversation, then your sales rep is out of luck!
Trust and Credibility Get Deals
We purchase from whom we trust. Social selling generates trust in advance, even before a sales pitch is ever presented. By offering insightful posts, contributing to conversation in your marketplace, and answering questions, sales reps can become heard and seen and build a position of expertise and familiarity with buyers.
It’s Cost-Effective in Comparison with Traditional Outreach
Cold calling? Poor response rates. Mass emailing? Often not even seen. But social selling? 74% of B2B buyers prefer the sales rep who first added value and insight in buying journey. Having a strong LinkedIn presence can generate in-bound leads, cutting down costly out-bound efforts!
Shortens Length of the Selling Cycle
Since buyers trust and have a conversation with you, traditional barriers in sales journey—suspicion, hesitation, and disengagement—take a big hit. Converse naturally, and closing deals happens in a shorter, easier way!
How to Build a Successful Social Selling Program
Now that we have touched on why social selling is a winner, let’s move to the how!
1. Optimize Your Social Profile
Your LinkedIn profile isn’t an electronic resume – it’s your sales pitch and your personal brand in one!
- Use a high-quality, professional headshot.
- Create a strong, value-focussed headline (e.g., “Helping B2B SaaS Organizations Scale with Data-Driven Marketing”).
- Create a concise yet catchy ‘About’ section that informs buyers about your problem-solving for them.
- Include feature posts, case studies, and/or endorsements to build credibility.
2. Share High-Value Content Consistently
The social selling tip? Give first, then ask.
- Post industry tips, trends, case studies, and solutions for painful aches.
- Post new, original content (thought leadership, observations, or success stories).
- Publish deeper analysis in LinkedIn articles and newsletters.
- Make your posts interactive and engaging—polls, questions, and stories.
Pro Tip: 80/20 Rule—80% of your posts must inform, educate, and engage, and only 20% sell.
3. Engage in Meaningful Conversation
The social selling sauce? Engagement. Don’t post and hope for a miracle; join in and contribute value to conversation.
- Post a thoughtful comment on a post relevant to your work—add value, experiences, and questions.
- Join LinkedIn Groups or niche communities in your field in which buyers and sellers converse about challenges.
- Use social listening tools to follow relevant subjects and join in.
Example: Instead of sending a cold message with a sales message, post a thoughtful remark in reaction to a prospect’s post and warm them up for a direct conversation afterwards.
4. Apply Direct Outreach—But Personalize
Nobody appreciates a canned, sales-y LinkedIn message with a “copy-paste” scream. Instead:
- Make your request for a connection personalized (e.g., refer to a post recently shared with them).
- Open with value or curiosity, not a sales message (e.g., “I enjoyed your observations about [topic]. How will it develop?”).
- Build the relationship first – engage before you sell
5. Leverage Social Selling Tools
Technology can turbocharge your social selling. Some useful tools include:
- LinkedIn Sales Navigator – Lead generation with sophisticated filtering.
- Hootsuite & Sprout Social – Scheduling and social listening tools.
- Crystal Knows – Personalized personality insights for outreach.
- Shield Analytics – LinkedIn tracking for engagement.
By utilizing these tools, you can monitor engagement, detect leads, and engage smarter, not harder.
The Future of Social Selling
Social selling isn’t a fad, but a norm in development. With AI-facilitated insights, video-first engagement (a.k.a., LinkedIn Live and webinars), and social commerce, B2B sales and marketing will become increasingly about relationship-first, digital-first engagement.Not actively social selling? Leaving revenue—and leads—on the table. Best: yesterday. Next best: today.
Final Thoughts
The technology bridge between sales and marketing, social selling leverages platforms such as LinkedIn to deliver useful information, chat, and build trust, and allow marketers and salespeople in B2B to convert, nurture, and win over leads in a new and unprecedented manner.
So, level up your social selling playbook? Begin with LinkedIn optimization, smart posts, and conversation with your network—and your pipeline will boom!What’s your social selling background? Comment below!