There’s endless buzz these days about social media and how it’s going to change the course of marketing as we know it. B2B marketers are scrambling to keep up with this trend by mastering the intricacies of social media outlets such as Twitter, Facebook, and LinkedIn. There’s no question that these applications can be powerful tools for marketers who want to spread their message to potential customers. But consider social media from a different perspective. What sort of value can marketers get from these tools when using them to craft relevant messaging that will optimize their lead nurturing efforts?
As it turns out, social media outlets offer a wealth of valuable prospect data that’s there for the taking. Social media profiles typically contain obvious items that you might already have in your prospect records, such as job title and company name. Oftentimes you can see past distinctions, employment history, and other information that marketers typically find helpful. But don’t dismiss the rest of that profile data as unimportant. You can still get plenty of value out of it! Knowing more about your prospects can only make things easier for your marketing and sales teams. Small tidbits such as knowing a prospect’s alma mater, favorite sports team, or weekend hobbies can help establish and build the kind of friendly rapport and ongoing relationships that lead nurturing requires in today’s extended sales cycle.
Since you’re making use of what is essentially freely available public information, you shouldn’t feel like a virtual stalker for collecting prospect data in this way. But there is a very fine line between tailoring your message to appeal to prospects and making them feel like you’re some creepy marketer watching their every move. Put yourself in your prospect’s shoes. Even though they’ve made this information public, it would still intimidating for your prospects to be contacted by some eerily omniscient salesperson with a zenlike ability to somehow sense their every like and dislike. So make sure that your team knows how to use this valuable information appropriately.
Here are some examples of how a salesperson might use, and abuse, prospect data collected through social media channels.
Prospect X is a huge Bruce Springsteen fan, as evidenced by the virtual shrine on his Facebook page.
- Appropriate – While engaging in the usual sales call banter, your sales rep might casually work in something like, “Yeah, I’m dragging a little bit today…stayed out too late at the Springsteen show last night.” If the prospect doesn’t bite and keeps quiet about their love for The Boss, the rep can assume that they’ll probably need to make a stronger connection with this prospect in order to be effective.
- Inappropriate – Sending Prospect X an unsolicited copy of the latest Bruce Springsteen album comes off as overly personal, which can backfire: “Hey! Did you get that Springsteen CD I sent you out of the blue? You’re a big fan, right? How do I know that? Well, uhh…doesn’t everyone love The Boss?”
Prospect Y has been tweeting increasingly often about her dissatisfaction with your competitor.
- Appropriate – Knowing full well that Prospect Y is unhappy with the competitor’s product, your salesperson could ask casually, “So…is your current solution meeting your needs?” If Prospect Y responds as expected, it is an open invitation to explain what you have to offer and highlight why your product is more suitable.
- Inappropriate – The salesperson cuts right to the chase with something like, “I see on Twitter that you’re using our competitor. Clearly you need a change.” This will not only weird out the prospect, but the sales rep’s presumptuous tone will likely be a big turnoff.
Prospect Z’s LinkedIn profile lists an undergraduate degree obtained at ABC University.
- Appropriate – Once they’ve gotten Prospect Z talking about college football, your salesperson can mention, “My favorite team is the ABC University Sharks.” An engaged prospect should perk up and mention that they went to school there, thereby establishing that all-important connection your sales rep is looking for.
- Inappropriate - The salesperson makes a clumsy attempt at forging a connection, saying “You went to school at ABC University, didn’t you? I’m not sure, but I think my cousin went there.” Attempts like this will only fall flat with your prospect, perhaps even raising the red flag that someone’s been doing a little too much snooping on LinkedIn.
This is a very interesting article. Though majority of it is common sense it is a nice refresher to see that even though Social Media is publicly viewed it is some what personal. There is a very hazy line in today’s world of how much of your online self is personal or private. Makes you think twice about putting private things up on the Web.
Thanks for commenting! Typically sales reps get lots of value from having this info, but the most efficient reps exercise discretion and use the info sparingly and strategically. If done right, this can be a great way to break the ice with an otherwise skeptical or closed-off prospect. After all, when’s the last time you talked to a salesperson who went to your college, or cheers for your favorite team, or loves your favorite band? Chances are, something like that will make you lower your guard because the “faceless sales call” has suddenly turned into a real, live human who just happens to share something in common with you–so maybe they ARE worth listening to. It can be a great jumping off point for building rapport and trust.
Oh boy! And I have personally seen reps do the inappropriate approach more than once… Nice post. Just because you have the info, doesn’t mean you can spring it on the prospect. Goes back to showing sales is an art.
Thanks for the comment! Definitely agreed that sales is an art. Collecting this kind of prospect data is becoming easier and easier. But it’s not enough to just have the info. You have to know how to use it effectively while staying classy.