September 13, 2016

Social is the New Phone for B2B Sales

Written by
Chris Klinefelter
Tags: Podcast

Jack Kosakowski, global head of B2B sales execution at The Creation Agency, was a recent guest on our podcast, B2B Nation.

In this episode, we discussed:

  • Why social is relevant to sales
  • Proving the ROI of social efforts
  • The future of social selling

Below are some of the highlights from our conversation.*

Why is social relevant to sales?

“Social is the new phone. The new email. Your buyers are all over social now. You can get to a CEO faster than ever through social. It’s another communication channel. It’s commonplace that marketing is scared to let anyone else have control of the message. At the same time, sales needs to stop being afraid of selling, and marketing needs to not be afraid of sales sending the wrong message. People want the 1-to-1 interaction without a pitch. If sales and marketing are cohesive, and if you can be proactive and show the human side of your company, you can make some big waves and get connected with your buyers. At the end of the day, it’s about forming a partnership with your buyer.”

How do you prove the ROI from social selling efforts?

“It’s a misconception that social can’t be tracked. There are a lot of social media ‘guru’ marketers that don’t know what they’re doing. They don’t understand how B2B is different from building a personal brand. I’ve made it a mission to show that there is technology and there are processes to show ROI. You want to track the amount of hours and activity on social and the number of conversations that go into the sales process. If every lead were tracked from its initial touchpoint, you would see that a lot more leads come from social than you think.

“There are tools to help you take your content, load it into a platform, and let your sales teams share it with one click. If marketing uses the technology and content correctly, they can help the sales team get content out in seconds. Content creates conversation, and so visibility is important. Managing the conversation and marketing automation are steps two and three.”

With the emergence of tools like LinkedIn Sales Navigator, what do you think social selling will look like in, say, five years?

“Here’s the thing: email, phone, and social should be used together like a well-oiled machine. You have to have a process. Social will never technically close a deal for you. Social is a way to bring value to your buyer before and after the sale. You have to be good at sales in B2B to close deals. Use social to gather data and know your buyer better, connect with decision-makers, offer value, and strengthen relationships.

“In the next five years, we’re going to see more measurable results through the use of social media. More information will come out for how to leverage social correctly, and more companies will adopt social in ways they haven’t before.” 

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B2B Nation is a podcast for B2B sales and marketing professionals, featuring expert opinions and advice on the most important topics in the industry. Check out our other episodes on iTunes, or follow us on Twitter: @Technology_Adv.


*Some excerpts have been paraphrased to enhance readability.