Currently, B2B selling has been muddled by the explosion of online marketing and social media marketing. The definitions between digital marketing and physical sales teams have finally become blurry. Many companies with global sales and marketing teams have figured out in effectively using the social marketing movement in helping them sell smarter.
- Following Prospects Along the Buyer Path – a lifetime customer example of a big brand selling along the buyer path is Mattel, the company behind Barbie dolls and Matchbox cars. Mattel is using tools such as Salesforce Market Automation clod, which allows the brand to listen to customers and engage with them across every distribution channel: social, email, web and mobile. Through marketing analytics, Mattel has learned that Fisher-Price customer is the same customer who purchases the brand’s teen and tween products. Mattel is now building digital experiences to align with their most popular offline products across the customer lifetime buying cycle and to date, it is working. The company has grown both its product line and customer base exponentially since it started to listen to social analytics to change and align with their sales tactics.
- Listening Better in Social Media Platforms – Cisco, the leader in internet hardware and networking, established a social media listening center early on. The team listens at least 5,000 mentions a day on its social media channels. By actively listening and training its B2B sales team on how to respond to customers, Cisco was able to attain 281 percent ROI in digital marketing spend over the period of five months.
- Taking Cues from Customer Service – Warby Parker has grown and retained its customer base by building a more social engagement via their content. The eyeglass brand had realized that its customers needed guidance on how to care for their glasses. Serving customers the content they digest the most, employees has started creating videos along with their product lines.
With the help of smart marketing automation systems and a staff dedicated social listeners, social media analytics is essential for brands. Selling in the current B2B environment has become a digital marketing effort.