Trends Report

Embrace B2B Social And Meet Buyers On Their Terms

Social Selling Helps Restore B2B Buyer And Seller Balance

May 25th, 2016
MP
Mary Shea, PhD
With contributors:
Peter O'Neill , Erna Alfred Liousas , Jacob Milender , Laura Glazer

Summary

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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