We are beginning to see business-to-business (B2B) social programs deliver on their early promise, with B2B marketers identifying social as a top-three demand generation tactic for building awareness. B2B sellers who embrace social selling are 72% more likely to exceed quotas than their peers who don't. Tighter integration of people, processes, and tools across marketing, sales, and technology departments will be crucial as B2B sellers require more personalized and efficient ways of interacting with their buyers.