We discuss the impact social media is having on the B2B sales profession and how the smarter sales people are leveraging social media in Part 4 of 7 of our interview with C level sales coach Elliot Epstein where we take a deep dive look into the modernisation of C level selling.

Free Webinar Recording Download: How Harlow Group have been winning new corporate clients using LinkedInHow Harlow Group use Linkedin to gain new clients

We have been winning many new corporate clients using Linkedin in Australia. We ran a very insightful webinar for selected sales leaders in our network, where our MD Steve Ludlow shared how Harlow Group have been winning new clients leveraging LinkedIn.

Being a sales recruitment company, we have really needed to master LinkedIn as a candidate sourcing tool and have found along the way that LinkedIn is extremely powerful as a sales tool to reach new corporate clients (when you understand the hidden functions within).

We’ve found that the huge majority of the sales managers and sales people we speak with are underutilising LinkedIn; not knowing the many hidden sales tools that LinkedIn inadvertently has embedded within. As a result, they’re not having real success using LinkedIn to win business (certainly not to the extent we are right now).

We ran this webinar with the help of Martin Warren from insidejob who is a well renowned LinkedIn expert. Martin is Australia’s top mind in sourcing and recruitment technology and is now educating sales people in Australia’s top organisations, how to effectively use LinkedIn to get noticed and win new business.

Grab your lunch or a coffee and join Martin and Steve as they talk about what Harlow Group has been doing to win new business using Linkedin, how LinkedIn is changing the way people connect on a professional basis, and how you could be using it to gain a competitive advantage in the sales process.

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Right now, people seem to naturally separate their professional lives from their personal lives on social media, not unlike their non-cyber lives. So facebook is the destination for social interaction and Linkedin is obviously the perfect outlet for professional networking. Out of the top 200 branded fan pages on facebook, not one is marketing B2B. So is this ever likely to change?  Having said this, you wouldn’t need ‘millions’ of fans to have an effective niche market facebook fan page, so maybe there are quite a few B2B successes on Facebook that I’m not aware of. So I’m very keen to hear from our readers on this.

• As a ‘B2B’ marketer, have you or anyone you know of had success on Facebook?
• Would you want to, or do you currently stay up to date with business related information on Facebook?

My personal feeling is that facebook is likely to always remain a ‘B2C’ marketing tool for businesses and Linkedin will remain by far the most effective place in the social media world to engage your audience in the B2B market. But it is so tempting to seriously consider facebook as a medium for B2B marketing, as the stats for usage in Australia are off the charts and far outweigh Linkedin. I’m not just talking about the take-up of Facebook (9 716 340 users in Australia; 57.04% of the on-line population and 45.70% of the general population), but how much time the average user spends on it and how they use it. I mean, look at the stats:

• The average user spends more than 55 minutes per day on Facebook (the only people spending that much time on Linkedin are recruiters I would have thought, and perhaps B2B sales and marketing professionals).
• The average user becomes a fan of 2 Facebook Pages each month.
• The average user clicks the ‘Like’ button on 9 pieces of content each month.

So with the later two stats, if you know facebook, you will know that each time someone clicks the ‘Like’ button or becomes a fan of a page, the content or the page is then broadcasted to all of their friends on facebook (the average user has 130 friends on the site).

So it’s clear that facebook is a very powerful marketing tool, but I stand by what I mentioned earlier: I feel that facebook is likely to always remain a ‘B2C’ marketing tool for businesses and Linkedin will remain by far the most effective place in the social media world to engage your audience in the B2B market. I’m no expert on facebook of course, so I would love to hear your thoughts, especially if you have some conflicting views and / or success with marketing your business to other businesses on facebook.

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