Over the past decade, B2B customers have become socially empowered, highly informed decision makers. While it’s common knowledge that consumers are using social media to find deals, research products and make recommendations, the widespread use of social media among business purchasers is less appreciated. In fact, social media (along with search) is giving B2B customers significant market-making power. Their new behavior has upended traditional B2B marketing and sales practices, especially among companies paying close attention. Social selling – the use of social media by sales organizations for listening, customer engagement and internal collaboration – is an inevitable consequence of social buying.
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