Social Selling: Is it for Everyone?

By Erica Abt

Organizations across the globe are changing their sales & marketing strategies because of a fundamental shift in the buying process: access to information. Research shows that, on average, B2B customers are 57% of the way through the buying process and have consulted 10+ sources before engaging a sales person. [1] As a result, sales leaders are buying into the idea that “consumers increasingly use social media to inform their buying decisions” and that “social media has evolved from a marketing channel into a powerful lead generation and sales pipeline tool.” [2] 

While there is no question that social media can be an effective marketing channel, I began to wonder: who is really driving the demand for Social Selling, and is it the right channel to invest in for all customers?

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