Social is a well established phenomenon in the B2C world, but B2B has been slower to embrace it. The reality is, however, that social is already here when it comes to B2B. And B2B companies can no longer afford to keep it at arm's length because their customers are much more social, which is creating a whole new set of expectations. From "DIY prospecting" - where customers conduct lots of important research before ever entering the sales cycle - to consulting their peers throughout the purchase journey, B2B customers is different, and B2B companies need to move quickly to adapt.
Check out this great presentation my colleague Lareina Yee recently gave at the Sales 2.0 conference. In particular, check out the five ways that social is shaping B2B customers.
RECAP: Social really is here when it comes to the enterprise. Many see the role of social in consumer-focused businesses but have not absorbed what it means for the enterprise. Social is having a direct impact in 5 areas:
1. DIY prospecting: Customers conduct research on products and services well ahead of the official start to the sales cycle 2. Peer influence: Customers “pulse” their peers at every step of the journey 3. Trial before purchase: User testing requires grassroot support. It’s no longer a single decision instance rather smaller purchase bundles 4. Buyer & user are the same: The phenomenon changes decision and influence points in enterprise purchasing 5. Click to compare: Pricing transparency is foundational; consumer expectations are shaping enterprise behavior
Via Digital SMBs