By Tom Fournier
I have grown fascinated by the shift to social selling, digital marketing and content marketing in the environment of Business to Business selling.
One of the more active arenas for this activity seems to be LinkedIn. Once a job seeking/recruiting platform, it is now very much a business knowledge and networking platform.
I will readily admit to experimenting on myself. I have been less selective around connection requests. I have signed up for interesting blogs/newsletters. I have requested and downloaded appealing articles and research papers.
It has been really interesting to watch the types of responses that this activity motivates!
I will happily share some of these experiences and classify them in some categories:
By Tom Fournier
LinkedIn had long been viewed as a place to match up prospective employers and job seekers. Perhaps that was once the case, but now it has also become a very active business community. There are interest groups that match up like minded individuals in specific industries or on specific business topics.
It has also become a critical tool for connecting prospective customers with potential vendors. This comes into play with social selling, digital marketing and networking. It is an excellent opportunity for an individual to establish credentials as a subject matter expert and perhaps to showcase a portfolio of work. Sellers are checking out their prospective customers but customers are also researching their prospective vendors.
The development of approaches around Business to Business (B2B) selling has continued to progress and has evolved in its concepts, strategies and practices.
This sees closer alignment between sales and marketing with an emerging emphasis on content and digital marketing which in turn supports the shift from outbound to inbound selling. Buyers are now very proactive in doing their research online. They are also very resentful of disruptive or interruption selling efforts (traditional cold calling).
Are you ready to jump in and be part of this shift? Is it time to train your sales representatives on social networking and social selling skills?
Tom Fournier, founder of the Shade's Mills Group, history enthusiast and happy walker!