B2B Marketing Zone

Using Social Media for Sales Prospecting

Using Social Media for Sales Prospecting

Using Social Media for Sales Prospecting

Gerhard Gschwandtner, Founder and CEO of Selling Power asked Shawn Naggiar, Act-On’s Chief Revenue Officer, “What’s changed about how social media impacts sales and marketing, and what do organizations need to do to stay up to speed?”

“Social media has been a key factor in leveling the sales and marketing playing field, especially for small- and medium-sized businesses,” said Shawn. He went on to tell how in Act-On’s early days, when Shawn was Act-On’s only salesperson, he learned how to use social media to find sales-ready prospects. Watch the video:

In the video, Shawn discusses how:

  • Prospects have new ways to research solutions; they can get referrals and references from peers, long before they ever see a datasheet or talk to a vendor
  • Marketers using social media for lead generation should ask themselves which conversations they should be listening to, what’s relevant, and how they can get involved in those conversations as a thought leader
  • Just having a profile and publishing relevant content is not enough; by itself it won’t make people love you or buy from you. Your social strategy should be integrated into your overall branding and marketing and function as a part of your overarching plan
  • You can think of social in terms of branding and impressions, rather than closing
  • You can use social to build your reputation, and community

Act-On’s social tools include the Twitter Prospector (which lets you find the conversations that matter) and Act-On Insight (which lets you benchmark your social efforts against your competitors).

If you’re ready to take a closer look at how Act-On can help you use social media for lead generation, give us a call at +1 (877) 530-1555 or send an email to schedule a one-to-one demo.


Sherry is the editor of Act-On's Marketing Action blog. She also writes and edits eBooks, white papers, case studies, and miscellanea. She is an award-winning creative writer.