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For B2B Marketing Professionals

Embrace B2B Social And Meet Buyers On Their Terms

Social Selling Helps Restore B2B Buyer And Seller Balance

May 25, 2016

Primary author headshot


  • By Mary Shea
  • with Peter O'Neill,
  • Erna Alfred Liousas,
  • Jacob Milender,
  • Laura Glazer

Why Read This Report

In a digital-first environment where the salesperson is no longer the sole purveyor of information, B2B buyers have more choices around how, when, and where they engage with vendors. Tight collaboration between marketing and sales; executive commitment around investment; and a programmatic approach in launching and sustaining the initiative will provide firms with competitive advantage as they enable their sellers to engage more authentically with buyers on their terms.

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Table of Contents

  • B2B Marketers Are Catching Up In Social
  • B2B Social Enables More Personalized Connections
  • A Programmatic Approach Is Essential For Social Selling Success
  • Measuring Initial Progress
  • Recommendations

  • Align Expectations And Resources In Advance
  • Supplemental Material
  • Related Research Documents

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