The biggest difference between B2B sales now and then is that traditional sales techniques focus on short-term sales results, whereas today’s strategies are all about building longer-term relationships.
Let’s call today’s technique ‘social selling’.
Here’s how it looks when placed in the ring with traditional sales activities:
Once again print sinks to the bottom and is joined by both by PPC/display ads (and this time retargeting too).
While some B2B marketers are swearing by Facebook, and some back LinkedIn as an effective platform for using online advertising to generate leads, the simple fact is that you need more than just one or two strong punches to be the champ!
We expect a TKO for advertising in the very early rounds.
Form guide for advertising Where B2B ads are concerned advertising has very much had its day.
In terms of time taken it’s a quick hit – but in terms of returns and cost its (more than) a bit shit.
If you avoid edgy creatives the risk of turning people off is low (but, particularly with retargeting, the risk of pissing them off is high).
Scalability is achievable – but as you scale targeting diminishes.
Take your seats.
I’m about to reel off some stats that will floor you if you are standing.
A recent survey by InsideView found that more than 90% of decision makers said they “never” respond to cold calls!
And we’ve already seen they aren’t ‘immune’ to adverts
Yet, they are happy to engage with content and with LinkedIn members
As one door closes…
Form guide for LinkedIn LinkedIn offers the chance to start and join conversations, at barely any or a very small cost.
Its targeting options are fantastic and its conversion rate impressive.
Yet, it can take a lot of time – the suggested 6 hours a week represents almost a day out of the week. It also relies very much on having great content to post about – which is a hidden time and cost implication.
Although it passes on many more leads than other social networks, these are hardly going to be in enormous numbers if you are manually researching, finding and nurturing prospects.
And there’s no real way to scale this, despite the ever-growing network. There are only so many hours in a day.
As it is a platform that is widely liked there is minimal risk of annoying potential prospects – quite the opposite: many welcome contact.