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It’s a no-brainer that people connect with other people on social media and not with logos. Before you bash me on the value of branding, hear me out. 🙂 I’m all for branding. But what I mean here is—it makes more sense to converse with another human than chatting with a logo on the screen.

Think of the way you started using a new product in the last 2-3 years. There’s a good chance you heard about it from someone on social media or saw a post about it or something to that effect. And that was probably your first touch point with that brand.

In other words, what you experienced was social selling.

You tend to trust someone from your favorite brand whom you see as a domain expert and then your trust and relationship with them translate into a transaction with their brand.

What social selling is not

I’m sure you have experienced this. Someone sends you a connection request on LinkedIn (or any social networking platform). The moment you accept the request, an exhausting sales pitch follows which talks about the capabilities of their company and requesting a time to get on a call. T

hat is neither social nor selling. That is spamming. 🙂

Ok, what’s the role of social selling in ABM?

ABM is all about being hyper-focused. Being clear on the accounts you want to build sales velocity into, i.e., being able to build relationships with a specific list of target companies. For instance, it doesn’t matter even if 1000 people have liked or commented on your social media post when none of them belongs to your target accounts. In other words, you need to build trust, relationships, and your personal brand in such a way that is relevant to your target accounts.

And given the fact that over 90% of B2B buyers are now active on social networking platforms like LinkedIn, there could never be a perfect time for you to start social selling. You have to initiate a dialogue with your targeted connections and try to help them genuinely, even if they are not in the buying stage right now.

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