Inside Sales Tips Blog

Facebook Research: Influencing B2B Sales and Marketing?

By: Steve Richard, Co-Founder and Head Sales Trainer

This is the best informal research I’ve seen yet on how people are using Facebook for B2B Sales & Marketing. The sample set, in this case, was a Westin ballroom full of 108 Inside Sales Managers and Directors at the 2/23/11 Boston Chapter meeting of the American Association of Inside Sales Professionals.

I asked the room, “Raise your hand if you made a B2B purchase in the last year.” Predictably almost every hand in the room went up. Then I asked, “Keep your hand up if you have a Facebook account.” There was a little chuckle as maybe 12 people dropped their hands – folks proud of their ability to begrudgingly hold out from Facebook usage!

For the remaining majority of people I requested, “Keep your hand up if you made a B2B buying decision that was influenced in any way by information that you saw on Facebook.” Every single hand in the room lowered except for one. I elected not to prod the lone ranger with the story behind his B2B Facebook based purchase (I was curious, but he looked a little embarrassed).

So why is everyone talking about how Facebook revolutionizes B2B Sales & Marketing while nobody is actually making purchasing decisions from it? Tough question. Let me throw out a hypothesis:

In the 21st century, work has turned into a state of mind rather than a place you go to. I’m writing this in a Marriott lobby on a Verizon Wireless air card at 5:15 am. People separate work and life as a mental shift rather than a location. Say you are spending the day with your family at the zoo and you get an urgent client call on your cell phone. Immediately you make a mental shift to “work mode” and answer the call. As soon as the call is over you shift back to “fun/family mode” and go on with your day.

When people are in “fun/family” mode they use Facebook. When people are in “business/work mode” they use LinkedIn. If you are selling something solution oriented and consultative, don’t waste your scarce time and resources on Facebook. Use them on LinkedIn where people actually do find you!

These topics are so cnoufsing but this helped me get the job done.