way that business purchases are made has changed forever. Whether
they like it or not, sales people don't have as much power to
influence buyers as they used to...
Most business purchase decisions are no longer made by a small
group of individuals that go out and research the market. These
days they involve a myriad of stakeholders, each of whom has their
own interests and questions. They also each have access to all the
information they need to make a decision.
With the ready availability of information, the balance of
power has been shifted from the sales person toward the buyer. Easy
access to a global network of people and information means that
their friends, family, competitors, customers, and other
influencers can all have their say.
In a digital-first world, reaching out and engaging with
potential buyers and influencers in a friendly and regular fashion
is an essential component of any modern marketing programme.
Throughout the rest of this guide we will take a deeper dive
into one essential aspect of such integrated campaigns - LinkedIn.
We will see why LinkedIn is the social network of choice for the
business marketer, you will learn how LinkedIn can be used to
promote both yourself and your business, and we will give you some
best practice advice and pointers for social lead