Learn how to identify your buyers or people who influence your buyers.
- [Gabriel] What if I told you that your B2B buyers are on Twitter? Would you believe me or would you be somewhat skeptical? If you're somewhat skeptical, then you're among the majority of sales professionals that I've coached and trained over the past few years and that's okay. From my experience, whenever sales reps think of Twitter, they think of a social media platform or channel where their young millennial daughter or son spent time on. Or maybe they see it as a platform where they only use it when watching sports to read tweets about their favorite football, basketball, or soccer team or player. The truth of the matter is that the buyer's journey has changed and will continue to change.
To prove this point, here are two credible sources that will shed some light. In a B2B research case study by CEB, they discovered that 57% of the B2B purchasing decision process was complete before a customer even called the supplier. According to SiriusDecisions, "67% of the buyer's journey is now done digitally." Now this can either be good news or bad news for you. It could be bad news if you solely rely on traditional selling channels and don't want to change the way you've done sales in the past.
On the other hand, if you're willing to change or add Twitter to your sales or social selling mix, then you'll be where your buyers are, which includes social media channels such as Twitter and LinkedIn to name a few. Having said that, here are five ways of finding out if your buyers are on Twitter. A good way to start is by simply going to Google and searching for your buyer's full name, company name, and adding Twitter at the end of the sentence. For example, let's just say I want to search for my buyer and it happens to be Jeff Weiner, the CEO of LinkedIn.
I would type in his first name, last name, his company name, in this instance it's LinkedIn, and then add Twitter to the end of the sentence or keyword. As I search for that, the person at the very top or the first few results should be the one I'm looking for. Now this may vary to a degree but Google does a really good job of identifying the right people and putting it right in front of you. Another great way of finding out if your buyer has a Twitter account is by simply going to twitter.com and on the top right, go over to the Search Twitter search box and type your buyer's first, last name and company name.
Let's go ahead and try again, Jeff Weiner. So we have Jeff first name, Weiner last name, and then company name LinkedIn. As I perform the search, you can see here the first person that came up was Jeff Weiner. Just like Google, Twitter is really accurate at identifying who your buyer is. Now keep in mind, some people's name won't be the same on each social network. For example, if they search for Gabriel Villamizar, which is me right, I'm not going to rank as high if they were to search for Gabe Villamizar. So keep in mind with those short nicknames or long names and make sure you do both searches.
Another cool way of finding out if your buyer has a Twitter profile is by actually finding them on LinkedIn and then navigating to their profile. Let me show you what this looks like for Jeff Weiner. As I get here, all I have to do is click on Contact Info and here to the left you'll see it says Twitter and his Twitter handle is jeffweiner. If I click on this, it's going to redirect me and shoot me to his Twitter profile. There you go. One of my favorite Chrome extensions is called 360social.me. And the reason I love that Chrome extension is because it crawls the internet and finds any possible social media profiles that's related to your specific buyer.
Let's use Jeff Weiner as an example again, CEO at LinkedIn. As I'm on his LinkedIn profile, you see here on the right-hand side a column that shows me his Twitter profile information such as Followers, Following, Tweets, and Likes. Very easy and convenient. Twitter has an advanced research engine that not a lot of people know about. If you're trying to identify potential prospects that you don't know yet, then this would be a good place to begin. Without getting too much in the technical side of things, let's say you sell a marketing automation software or SAS.
Chances are that your potential buyers have asked their Twitter network and followers for recommendations on what is a good marketing automation software that they would recommend. With Twitter's advanced search engine, you have the capabilities to perform this type of search along with sentiment, location base, and dates so the possibilities are endless. The new B2B buyer is empowered more than ever before with information, data, and a close network of professionals to help them make decisions with as little friction as possible from sales teams.
At the same time, there's a plethora of B2B vendors that are trying to get buyers' attention by using traditional marketing and sales strategies which only push their buyers even further away. If your current prospecting cadence only includes a combination of rinse and repeat phone, email, and voicemail, then you're heading towards a dead end. Find your buyers on Twitter and LinkedIn, understand what they care about, add value, and try to solve their problems. That's how you win.
- Crafting an extraordinary buyer-centric Twitter profile
- Sharing content and updates on Twitter
- Finding your buyers on Twitter
- Listening to your buyers
- Engaging with your buyers on Twitter
- Adding value to your buyers
- Accelerating the engagement process with tools and apps
- Asking your buyers for a commitment
- Tracking social selling success on Twitter