Current Malpractice Handicaps Social Selling’s Potential

As more sellers flock to social networks, the authentic connections and measurable impact we have been optimistic about since 2016 are at risk. Old-school tactics such as blast emails and cold calls, when transferred to social networks, jeopardize the channel’s future. The onus is on B2B marketing and sales leaders to provide their sellers with proper tools and training, while sellers must shift their mindsets from transactional to relational. This webinar provides marketing and sales personnel with prescriptive guidance on how to reach the full potential of the channel.

In this webinar, we introduce “sales social engagement” as a more modern and customer-obsessed approach to interacting with contacts on social networks. Through our refined definition, we reinforce the critical role social interaction plays in deepening relationships and influencing opportunities at all phases of the buyer’s journey. Join Forrester Principal Analyst Mary Shea and Researcher Matthew Camuso as they present new research on sales social engagement, including results from a Forrester New Wave™ evaluation of key vendors in the space.

Key takeaways:

• Learn what it takes for B2B sellers to be successful on social networks.
• Clarify marketing and sales leadership’s role in supporting effective sales social engagement.
• Explore the leading technologies, critical functionality, and key vendors.
• Understand how to reboot your sales social engagement program.

Vendors mentioned: Dynamic Signal, EveryoneSocial, Facelift BBT, Grapevine6, Hootsuite, LinkedIn, Lucidchart, PostBeyond, SAP, Sociabble, Thought Horizon, and Zebra Technologies.