Sales

5 Stupid Myths About B2B Social Selling

5 Stupid Myths About B2B Social Selling

In the classic movie “Used Cars,” cynical salespeople compete to see who can close a deal the fastest. Using a dollar bill on a fishing line to literally reel in a prospect, Kurt Russell greets one unsuspecting man with the infamous line, “So, can we write it up?” This hard sell approach bemused audiences in 1980 and now it seems like a quaint glimpse of a bygone era.

Today, enlightened marketers realize 90% of decision makers never respond to cold outreach, and as such, they’re dipping their toes into the realm of social selling, which has quickly become a source of myths and misunderstanding.

To help debunk these myths and get brands on the right path, we have created a social selling training program, partnered with Nimble’s founder Jon Ferrara on two recent podcast episodes AND an upcoming webinar on July 31 (click here to register), and addressed five of the most common social selling myths in the post below.

1. It Doesn’t Work for B2B

If you’re new to the notion of social selling, you might falsely conclude that B2B buyers aren’t on social media. The truth is that 75% of B2B buyers now use social channels to research vendors. That means three-quarters of your prospects are checking out your company on LinkedIn, learning more about your culture on Facebook, watching your most interesting videos on YouTube and even tracking your newsworthy content on Twitter.

2. It Isn’t Measurable

Given that roughly 14 people are involved in a B2B buying decision, measuring the impact of any single component of the marketing mix and the sales process is admittedly tough. Despite this hurdle, one study reported 54% of salespeople have tracked their social media usage back to sales, while another study noted salespeople who use social media exceed quota 23% more often than those who don’t. Add in sophisticated Account Based Marketing (ABM) tools, and social’s impact on your prospect’s journey is absolutely measurable.

3. It’s Impossible to Scale

B2B companies with hundreds, if not thousands, of prospects and an army of salespeople fear that social selling simply isn’t scalable. In truth, social selling can scale along with the growth of the sales force, assuming each salesperson is given a finite prospect list. Scaling is also helped by tools like Dynamic Signal’s VoiceStorm to help distribute content, Nimble’s social CRM platform to build prospect lists and DemandBase’s ABM system to track interactions.

4. It Drives Sales Instantly

Only seasoned social selling practitioners know that this relatively new approach is not instantaneous by design. In fact, social selling reflects the new reality that B2B buyers often spend up to nine months researching before they even contact a prospective vendor. Just like any other form of relationship building, social selling takes time, but the good news is that it is time well spent — 73% of salespeople who use social media as part of their sales process outperform their peers.

5. Your Sales Team Doesn’t Need Social Selling Training

If your sales force is predominantly made up of millennials, you might assume these digital natives know the ins and outs of social selling. Wrong again, Pokémon breath! According to one research study, approximately one in four sales reps feel they know how to use social for selling and the results did not vary much by age group. The reality is that given all of the tools and potential time sucks associated with social selling, sales force training is a must regardless of age.

Meet @Nimble at @Microsoft #MSInspire 2017

Meet @Nimble at @Microsoft #MSInspire 2017

The Microsoft Inspire conference takes place this Sunday, July 9th to Thursday, July 13th, in Washington, D.C. and our Nimble Team is excited to attend this year. In the last few months at Nimble, we’ve worked hard to deliver Smarter Social Sales and Marketing relationship management for businesses that run on Office 365/Microsoft cloud. Read more ›

3 Most Effective Content Marketing Tips for SMBs

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This seems to be a tricky time for marketers. Consumers are avoiding all forms of advertisements. In fact, about 615 million people have installed ad-blocking software worldwide by the end of 2016. So if you want to spread the message about your brand, you need to leverage something more useful and insightful. Enter content marketing! Read more ›

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The success of a business stands on its sales strategies. Without proper planning, long-term prosperity is hard to maintain. This is where the importance of your sales funnel comes to the front of the line.

Now, what is it? Simply put, a sales funnel or sales process is the planned strategy narrowed and tested by analytical sorting for converting business leads into paying customers. Read more ›

Twitter 101: What, Why, How?

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Last week I published a post called “Why Small Business Leaders Should Give Twitter a Chance” where I covered many ways Twitter can be beneficial to both individuals and businesses. Unfortunately, Twitter is not as straight-forward as some of the other social networks. This is why it’s often times misunderstood. When done right, Twitter can help you generate more leads and drive more traffic to your website, increase brand awareness, connect and build relationships with customers and industry influencers, etc. etc.  Read more ›

5 Hacks to Use Social Selling to Push Buyers Down your Sales Funnel

5 Hacks to Use Social Selling to Push Buyers Down your Sales Funnel
By March 27, 2017 Sales, Social Selling

In the past, digital marketers would see each of their channels in silos and create strategies for each silo. Rarely did marketers build strategies across channels that take into consideration multiple touch points and attribution.   Read more ›