B-to-B Marketers are Finding LinkedIn a “Go-To” Source for Prospecting

by | May 12, 2010

I’ve been saying for some time now that the most overlooked social media tool for the B-to-B market is LinkedIn. It makes sense to join groups on LinkedIn, whether it’s buying groups like A-D or Netplus Alliance, or associations like STAFDA or AHMA. Take advantage and participate in the arenas you sell to and through.

With sales cycles getting longer, social media is a good way to start building those relationships. They are by no means the only way to nurture a prospect, but according to a recent “B-to-B Sales Pulse Survey” from OneSource, LinkedIn usage has increased significantly. Nearly 50% of the respondents said they were using LinkedIn more than a year ago.

Change* in Use of Select Social Networking Sites for  Prospecting/Research According to US B2B Sales Professionals, January  2010 (% of respondents)

Hubspot, in their January 2010 data report, showed that 45% of North American B-to-B companies used LinkedIn for marketing and have acquired customers through the site.

So how are you using LinkedIn to identify new prospects and build relationships?

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