Get a FREE ebook with your print copy when you select the "bundle" option. T&Cs apply.
- Shop
- KoganPage+
- Discover
- Resources For...
- Authors
- About
- Shop
- KoganPage+
- Discover
- Resources For...
- Authors
- About
B2B Social Selling Strategy
Connect with Customers, Build Relationships and Drive Sales
Leverage social media effectively to nurture prospects, develop relationships and stand out from the competition, to create stronger B2B leads and sales.
Publishing partner
EAN: 9781398604490
Edition: 1
Published:
Format: 234 x 156
280 pages
FREE UK and US delivery
Bulk buying for your team?
Contact us for exclusive discounts!
About the book
Social media, when deployed strategically and effectively in B2B channels, offers a uniquely personal long-term networking opportunity for sales teams and business professionals.
For many, this has supercharged their sales performance, with empowered teams, faster results, and higher revenues. For others, the challenges of navigating social channels for business can be daunting. Concerns over social media confidence, personal and professional conflicts of interest, and a loss of management control can lead to a lack of action or ineffective modes of engagement.
B2B Social Selling Strategy provides a clear framework for identifying the right social channels, connecting with potential and existing customers and measuring success against objectives and KPIs.
Featuring original research, case studies and interviews with industry professionals, the book also shows how to generate content to attract attention and gain trust, work with B2B influencers and create a social selling culture. Exploring how to build your personal brand in synergy with your business and integrate social selling with other sales and marketing channels, it is supported by online interactive tools and templates to be used to create and execute your own social selling strategy. Written by a recognized social media expert, B2B Social Selling Strategy is an indispensable guide for B2B sales, marketing and social media professionals.
About the authors
Julie Atherton is the founder of the social media transformation advisory and marketing consultancy Small Wonder which specializes in advising organizations on embedding social media in their strategic development and growth. Her social media strategy books are built on 30 years' experience gained advising and training global brands, small independents and innovative start-ups including Deloitte Digital, Mott MacDonald, Nissan, Axa Group, St John Ambulance, Parcelforce Worldwide, Emerge Digital, Arnolfini, SmartViz and Ulster Bank. She is the author of Social Media Strategy, also published by Kogan Page.
Table of contents
- Chapter - 01: Introduction - How To Use This Book;
- Chapter - 02: The Modern B2B Sales Challenge - Who Sells, How They Do It And Why It Works;
- Chapter - 03: Getting Started - Creating Your Own B2B Social Selling Strategy With Achievable Objectives And KPIs;
- Chapter - 04: Networked Audiences - Finding Your Networked Audiences On Social Media, What Do They Look Like, And How Can You Understand Them?;
- Chapter - 05: The Interdependent Brand - Differentiating Your Business Through Mature Relationships And Effective Content Marketing;
- Chapter - 06: Campaigns - How To Take An Integrated Approach To B2B Social Selling Channel Selection;
- Chapter - 07: Campaigns - Building And Implementing A B2B Social Selling Plan;
- Chapter - 08: B2B Social Selling Tools - How To Select The Best Tools To Improve Efficiencies, Increase Insight, And Transform Results;
- Chapter - 09: Using B2B Social Media Influencers - Making The Most Of Influencer Relationships;
- Chapter - 10: Monitoring And Measurement - Measuring The Effectiveness Of Your B2B Social Selling Strategy;
- Chapter - 11: Social Transformation - Creating A B2B Social Selling Culture In Your Business
Reviews
Tony Spong, Lead Consultant, AAR Group and Chair of DMA Creative Committee
'Social selling' is nothing new. People have been doing it for years over breakfast, lunch, dinner and invites to events. But the numbers are generally small, and it takes time. Social selling today is on a different scale and to manage a strategy at this scale needs some guardrails. Julie has written a much needed 'how to' guide which brings everything up to date for us.
Susan Walkley, Managing Director, Public Relations & Creative Comms, Havas Health & You
Building trusting relationships - as Julie rightly points out in the opening pages - is central to any successful business and B2B Social Selling Strategy offers the complete go to guide to making this a reality. It covers all the bases from why social selling works, what an effective plan looks like, and how to deliver results and embed best practice.
Prof. Donald Lancaster, PhD, University of Exeter Business School, Director of MBA; Assoc Professor, FHEA, CMBE, Fellow, Worshipful Company of Marketors
B2B marketing and sales has long been recognised as relationship-led. Relationships are increasingly online, social media continues to grow and traditional media and sales landscapes are upended, so new strategies are needed - and this book offers just that. Practical, accessible and evidence-based solutions for today's and tomorrow's B2B issues, relevant to novice and professional alike, helping businesses and individuals navigate and succeed in this VOCA environment. A great and timely achievement.
Rachel Aldighieri, Managing Director, Data & Marketing Association
As an experienced marketing practitioner and trainer, Julie doesn't just give you the theory but demonstrates the practice of how you can truly put the customer at the heart of B2B social media to build authentic relationships and deliver results.
Mike Berry, Strategic Marketing Lecturer, Trainer, Consultant and co-author of Digital Marketing Fundamentals
B2B Social Selling has seen significant growth in recent years. However, many seem to miss the point that success comes from building trusted relationships rather than from a continuous sales pitch. Julie draws on her wide and deep experience, explaining how to use Social Selling as a key relationship and business-building technique. I thoroughly recommend this book to anyone serious about Social Selling.
Matt Housden Principal Lecturer, University of Greenwich and Chair of the Marketing Skills Trust
B2B Social Selling Strategy is a great addition to the literature. Insight driven, it provides a guide to best practice in social selling that will help improve business and personal performance. It is ideal both for those running businesses or studying this often-overlooked aspect of marketing.
Dr. Rob Angell, Associate Professor in Marketing, University of Southampton, Co-author of the State of Martech Survey
A Julie Atherton book is always essential reading. This one doesn't disappoint. Clear, constructive but practical insights and advice adorn every page! The text represents a manual for B2B selling that few students and practitioners will want to miss out on.
James Sutton, Strategy and Commercial Director, The Chartered Institute of Marketing
Julie is one of the most respected professionals in the social media sector. Her experience gives her a unique perspective on the challenges facing marketers trying to get to grips with the complexities of social media selling. This book explains how to target and convert prospects with optimal efficiency and effect in a channel that is increasingly important.
Jenna Yhearm, MD at Gumption Agency and Founder of The Social Media Union
Packed full of actionable and impactful tactics that I'll certainly be implementing with my own clients.
Chris Boorman, Independent Business Advisor
Social engagement is well recognised as a valuable way of building engagement and - more importantly - trust, with clients. In my experience, far too few companies truly embrace this cultural approach across their client facing teams. With this book, Julie provides a great overview with excellent insights that will help to truly drive social client-facing and trusted engagement.
Patrick Collister, Custodian of The Caples Awards, Fellow of the IPA, author of 'How to Use Innovation and Creativity in Business'
After working at Google for six years, I thought I knew how social media worked, especially in B2B. Wrong! This book has shown me not just how much more I can be doing to promote my awards business but how to do better what I am doing already.
- 'Social selling' is nothing new. People have been doing it for years over breakfast, lunch, dinner and invites to events. But the numbers are generally small, and it takes time. Social selling today is on a different scale and to manage a strategy at this scale needs some guardrails. Julie has written a much needed 'how to' guide which brings everything up to date for us.
- Tony Spong, Lead Consultant, AAR Group and Chair of DMA Creative Committee
Bulk buying for your team?
Contact us for exclusive discounts!
FREE UK and US delivery
Shipping and handling
Cancellations and returns policy
FREE UK and US delivery (more info)
Kogan Page GPSR
Bulk buying? Contact us for exclusive discounts!
Get exclusive insights and offers
For information on how we use your data read our privacy policy
EU Representative (GPSR)
Authorised Rep Compliance Ltd
Ground Floor, 71 Baggot Street Lower, Dublin, D02 P593, Ireland
www.arccompliance.com
Kogan Page GPSR
Related products
Related content
Subscribe for inspiring insights, exclusive previews and special offers
For information on how we use your data read our privacy policy
Headless Content Management with Blaze
Â