According to LinkedIn, 78% of social sellers outsell peers who don’t use social media – a stat that continues to hold true in today’s buyer-first environment. But what exactly is B2B social selling, and how does it differ from social media marketing?
At its core, B2B social selling is all about building relationships through digital engagement. Rather than using social media to solely promote a product or service, sales professionals use platforms to connect with prospects, share helpful content, and foster genuine conversation that builds trust over time. Social selling, by design, is meant to feel personal and sincere.
How B2B Social Selling Differs from Social Media Marketing
While often confused with social media marketing, B2B social selling is more personalized and relationship driven. Instead of broadcasting from a company account, sales reps and leadership teams leverage their personal profiles to build connections, engage with industry peers, and offer value to potential clients.
B2B social selling is sales-focused, driven by one-to-one interactions and thought leadership from individuals. Social media marketing is typically brand led, aimed at boosting reach, engagement, and awareness. For our agency’s clients, the goal of B2B social selling is visibility, development of long-term relationships and trust building. Here’s why it matters:
- 84% of B2B buyers consult social media before making purchasing decisions.
- 76% expect tailored solutions that speak to their unique needs.
- 53% say a vendor’s online presence and reputation are top factors when narrowing down options.
These stats reinforce the importance of B2B social selling as part of a larger sales and marketing strategy. It’s not just about being visible; it’s about being strategically visible in the right places. If you need help developing a B2B marketing strategy, our full-service B2B marketing agency team is ready to help.
LinkedIn: The MVP of B2B Social Selling Tools
When it comes to the business-to-business space, LinkedIn® stands out with its detailed professional data and robust information. While omni-channel B2B social selling can and should take place across multiple channels, LinkedIn itself is designed directly for business networking. As a sales professional, if you’re leaning into B2B social selling, LinkedIn is the #1 platform to focus on.
An added bonus: LinkedIn provides a quantifiable way to measure the effectiveness of your B2B social selling efforts – the Social Selling Index (SSI). SSI measures performance across four key areas:
1. Establishing a Professional Brand
- Optimize your profile (photo, headline, About section)
- Post regularly and share insights that resonate with your target audience
2. Finding the Right People
- Use filters, hashtags, and LinkedIn’s advanced search features to target decision-makers
- LinkedIn Premium and Sales Navigator offer more tools – but free users can still dig deep with smart searches
3. Engaging with Insights
- Comment thoughtfully on others’ posts
- Share articles and add your take to show you are in tune with industry trends
4. Building Relationships
- Personalize your connection requests
- Ask for introductions from mutual connections
- Stay active and consistent, not just with likes but with meaningful engagement
LinkedIn data shows that sellers with a high SSI are 51% more likely to hit their quote than their peers.
Practical B2B Social Selling Tips to Start Using Today
In addition to the insights listed, here are some B2B social selling tips to take your efforts to the next level:
- Leverage long-form content. Write LinkedIn articles that showcase your expertise, then refer back to them in relevant conversations.
- Join and participate in LinkedIn and Facebook groups. Don’t just join, contribute. Ask questions, attend live events, and offer helpful resources.
- Meet your audience where they are. While LinkedIn is king in the B2B space, other platforms like X (Twitter), Instagram, or even TikTok can be useful depending on your niche.
- Use hashtags and monitor conversations. Social listening helps you identify pain points, trends, and opportunities.
- Utilize private messaging. Slide into DMs, but strategically. Personalized, value-driven direct messages can help open the door to deeper conversations.
- Follow relevant industry pages, publications, and thought leaders to stay on top of the news and trends that matter to your buyers.
Always remember, it’s about your prospect, not your pitch. Listen more than you talk. Respond with insights, not just offers. Make your prospect feel seen and understood, and you can stand out from the noise.
Let’s Power Up Your Social Marketing Strategy
With 84% of B2B decision-makers turning to social media during their purchasing journey, ignoring social selling is no longer an option. It is one of the most cost-effective, relationship-focused tools in your sales and marketing toolkit. Find more resources about optimizing your strategy with our blog posts on:
- B2B Social Media Best Practices
- The Power of Hashtags for B2B Social Media
- Just Say No: Why Your Business Should Not Buy Social Media Likes or Followers
- TikTok Marketing Strategy: Do You Need It For Your Business?
Whether you are building a full scale social strategy, need help choosing the right B2B social selling tools, or want expert guidance on engaging your audience at scale, the Stifel Marcin team is here to help. Contact us and a member of our team will be in touch shortly.
Stifel Marcin – The B2B Marketing Agency
Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition.
As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. If you have questions about B2B social selling strategies, contact us today.
