The digital transformation has directly impacted the way in which business is generated in the B2B environment. B2B professionals need to meet new demands in their companies and have taken control by accessing information through channels that have multiplied and have evolved at breakneck speed in an increasingly dynamic environment. We are facing a new business generation scenario, in which Social Selling builds and feeds business relationships on social networks.
In this new era, it is necessary to adapt the way of selling, considering new consumer habits as the central axis of any sales strategy in B2B businesses. Currently, there are more than 37 million users of social networks in Spain, which is equivalent to 80% of the population, according to data from the Hootsuite and We Are Social report. This means that digital interactions are two to three times more important to B2B customers than traditional sales interactions.
The Social Selling strategy is mainly based on using social networks to attract new customers, build trust, offer services in a more personalized way, promote the brand and establish and consolidate long-term relationships. It does not consist of direct sales but in the generation of links to connect emotionally with the customer, so the customer is placed at the center of the strategy. Hence, the importance of its integration in the commercial strategy and sales campaigns, which will allow us to get new opportunities and scale sales.
LinkedIn as the main tool of Social Selling B2B
Currently, there are numerous RRSS in the market, but LinkedIn stands out for being the social network oriented towards professional activities and business, which is why it is the most appropriate way to establish Social Selling relationships. According to LinkedIn Sales Solutions, 92% of B2B buyers are more interested in sales professionals or consultants if they believe they are industry thought leaders. Therefore, it is important to maintain an updated profile and share valuable information to stand out as an expert and be a benchmark in the sector.
Technology has strengthened the commercial role of B2B actions, so having the right solutions will provide a fundamental competitive advantage over the competition and will serve as an engine to drive the company's innovation and ensure business continuity.
The sales force is under strong pressure to achieve its objectives. Salespeople need a business management solution that helps them develop the business, prioritize actions and close opportunities faster. The integration of CRM with LinkedIn Sales Navigator allows you to associate people and companies with potential customers, contacts and CRM accounts, which in turn provides a wide variety of functionalities that will help you save a lot of time by increasing productivity. Sales Navigator imports all contact information and is securely stored in a LinkedIn database and, in turn, the LinkedIn application for Microsoft Dynamics 365 allows you to collect information from LinkedIn to transfer and have it directly in all Microsoft Dynamics 365 Customer Engagement business applications.
Social Selling constitutes an innovative and differentiating instrument for B2B companies when it comes to consolidating relationships and strengthening ties with prospects and looking for new sales opportunities. Returns control of the sales cycle to the salesperson with a human approach. Responding to the needs of B2B professionals will be possible thanks to an active and non-invasive presence that allows the development of a sustainable strategy for the future.
