Forget Cold Calls: How Social Media Warms Up 84% of B2B Leads

Josh B.
April 24, 2024
min read
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Forget Cold Calls: How Social Media Warms Up 84% of B2B Leads

Okay, let's be honest. Every business is hopping onto social media, but does it make a difference when you're selling to other businesses?

Think about it: Instead of targeting everyday customers, B2B sales mean convincing company decision-makers. These folks are busy and bombarded with marketing messages all day long.

Can social media cut through that noise? The answer is yes! Here's why:

Trust is everything: B2B buyers take their time. Social media lets you build relationships and show you're a reliable expert, not just another pushy salesperson.

Decision-makers are people too: 84% of C-level executives (those big bosses) use social media to help make buying choices.

It's not just about ads: Social media is for sharing knowledge, starting conversations, and showing off your company's personality. That's what sticks in people's minds.

Forget Cold Calls: How Social Media Warms Up 84% of B2B LeadsForget Cold Calls: How Social Media Warms Up 84% of B2B LeadsForget Cold Calls: How Social Media Warms Up 84% of B2B LeadsForget Cold Calls: How Social Media Warms Up 84% of B2B LeadsForget Cold Calls: How Social Media Warms Up 84% of B2B Leads

So, is social media marketing a B2B magic bullet? Not quite. But it's a powerful tool when used the right way! Let's explore how to make the most of it for B2B lead generation.

What is B2B Sales?

Forget those images of fast-talking salespeople pushing cars or vacuums. B2B sales is all about businesses helping other businesses succeed.

Imagine this: You run a company that makes top-notch office chairs. Now, a big corporation needs hundreds of those chairs for their swanky new office building. That's where B2B sales come in!

Here's how it works:

  • Understanding the Need

You don't just push your chairs. You chat with the corporation, figuring out their exact needs – comfy chairs for long hours, cool colors, maybe even special lumbar support?

  • Showing the Value

You aren't just selling a product; you're selling a solution. You explain how your chairs boost productivity and make their employees' lives better.

  • Building Trust

Big companies don't buy on a whim. They want to know you're reliable and offer great service, even after the sale is made. Think of it like a long-term friendship.

  • The Big Win

It's not just about one sale. In B2B, you often land contracts that keep you supplying those comfy chairs (and maybe some desks too!) for years to come.

Software companies sell their tools to improve other businesses' operations.

Wholesalers supply restaurants with fresh ingredients.

What is B2B Sales?

Cleaning services keep corporate offices sparkling!

B2B sales are a huge deal! B2B e-commerce sales are projected to reach a whopping $25.6 trillion globally by 2028! It drives the economy and helps businesses of all sizes thrive.

The Benefits of Social Media in B2B Sales 

Think of social media as a giant online business mixer. Sure, there's some casual chatter, but it's also where you make serious connections and find exciting opportunities. 

Here's what social media can do for your B2B sales:

1. Become the "Go-To" Expert

Imagine you're a tech company selling cybersecurity solutions. You share articles on the latest threats, tips on staying secure, and even run webinars explaining complex topics. Pretty soon, other businesses see you as the authority in the field. When they need serious protection, guess who they'll call?

2. Find Your Perfect Customers (without the cold calls!)

Social media is like having a giant searchlight for finding your ideal leads. You join industry groups, track hashtags, and even "listen" to what people are saying about the problems they face. This gives you laser-focused leads to connect with, instead of blindly hoping someone picks up the phone.

3. Build Trust Before the Sales Pitch

Ever get annoyed by pushy salespeople? Social media flips that around. You answer questions, offer help in online groups, and share valuable insights. It shows you care about solving problems, not just making a quick buck. This builds trust way faster than a fancy sales presentation.

4. Bring More Eyes to Your Website

You've got killer content on your website, but how do you get people there? Social media acts like a megaphone! You share snippets, create eye-catching visuals, and spark debates – all getting clicks back to your website. It's like having a 24/7 crowd promoter!

The Benefits of Social Media in B2B Sales The Benefits of Social Media in B2B Sales The Benefits of Social Media in B2B Sales 

Real Numbers, Real Results:

  • 78% of businesses that use social media outsell those that don't. That's some serious competitive edge!
  • LinkedIn, the pro-business network, is responsible for driving more than 50% of all social traffic to B2B websites.

Remember, it's not just about posting; it's about being genuine, helpful, and offering actual value to your audience. That's what turns followers into loyal customers.

Overcoming the Challenges of B2B Social Media Marketing

Let's be real, social media for B2B isn't always a walk in the park. Here are some common challenges and how to tackle them:

Challenge #1: It Takes FOREVER to See Results

You're not selling fidget spinners here. B2B decisions take time. Clients need research, approvals, and the whole nine yards. Social media is a long game, not a quick fix.

  • The Fix: Focus on building a reputation. Post consistently, offer valuable content, and become a trusted voice. That way, when a company IS ready to buy, you're at the top of their mind.

Challenge #2: Wait, Did That Post Get Us a Sale?

Unlike buying sneakers online, it's tough to directly prove that a tweet led to a million-dollar deal. That can frustrate people who want instant results.

  • The Fix: Track the right stuff. Don't just get obsessed with likes. Look at website traffic from social, leads generated, and how engaged your audience is. These "softer" metrics show if you're making progress.

Challenge #3: We Have, Like, Two People for This

B2B companies often have smaller teams. Feeling like you need to be everywhere all the time is exhausting.

  • The Fix: Smart is better than scattered. Pick 2-3 social platforms where YOUR ideal clients hang out, and do those well. Automate posting, repurpose great content, and create a plan so you're not scrambling every day.
Overcoming the Challenges of B2B Social Media MarketingOvercoming the Challenges of B2B Social Media MarketingOvercoming the Challenges of B2B Social Media MarketingOvercoming the Challenges of B2B Social Media Marketing

A Dose of Reality:

  • While it takes time, LinkedIn reports that companies with a strong social media presence see a 45% increase in sales opportunities. That's worth the effort!

Remember, social media is like networking in person. You show up, offer value, and build relationships – and those relationships lead to business down the line.

Key Social Media Platforms for B2B Sales

Think of each platform as a different type of networking event. You don't want to waste time at the wrong party, right?

1. LinkedIn: The Professional Powerhouse

  • Who's there

Decision-makers, industry leaders, and companies of all sizes. It's THE place for B2B networking.

  • Your Power Moves

Share thought-provoking articles, build your professional brand, and find targeted leads through groups and searches.

Over 80% of B2B leads generated through social media come from LinkedIn.

2. Twitter: The News & Conversation Hub

  • Who's there

Journalists, thought leaders, and people passionate about your industry. Great for keeping up with trends and starting conversations.

  • Your Power Moves

Share company updates, respond quickly to customer questions, and jump into relevant discussions using hashtags.

  • Bonus: Many CEOs and decision-makers use Twitter to stay informed – it's your chance to catch their eye!

3. Facebook & Instagram: Visual and Engaging

  • Who's there: Wide audience range, but can be strong depending on your niche. More focus on visually appealing content and a bit of company culture.
  • Your Power Moves: Showcase products with eye-catching demos, run contests or promotions, and give a behind-the-scenes peek at your team.
  • Keep in mind: These platforms may need more creative investment but can build brand loyalty over time.
Key Social Media Platforms for B2B SalesKey Social Media Platforms for B2B SalesKey Social Media Platforms for B2B Sales

4. YouTube: The "Show, Don't Tell" Platform

  • Who's there: People seeking in-depth info, tutorials, or reviews before making decisions.
  • Your Power Moves: Create product demos, case studies, and webinars – content that gives potential clients a taste of what you offer.
  • Good to Know: YouTube can help with your website SEO (Search Engine Optimization) too!

Remember, consistency is key! Focus on the platforms where your target audience lives and provide them real value over time. That's what turns followers into loyal customers.

Generate high-quality leads effortlessly! B2B Rocket AI agents with Smart Personalization and automated meeting setup qualify and connect you with ideal prospects in B2B lead generation.

Best Practices for Successful B2B Social Media Marketing

Think of these best practices like a recipe. You have all the ingredients, now let's make it tasty!

1. Know Your Crowd: It's Not About You, It's About Them

Before you post a single thing, ask yourself: Who are my IDEAL customers? What problems keep them up at night? What are their goals? Create profiles of your perfect clients. Once you know that, your posts will hit the mark.

2. Plan, Avoid the Hamster Wheel of Panic

Don't just post whatever comes to mind! Have a plan covering a month or more. Mix up content types: helpful articles, infographics, a funny meme if it fits your brand, maybe even a short video. Batch-create content and schedule it out – it'll save your sanity!

3. Be a Real Person, Not a Robot

Nobody wants to follow a faceless corporation. Inject some personality! Tell stories, share your team's wins, and admit the occasional goof - it makes you relatable and builds trust.

Best Practices for Successful B2B Social Media MarketingBest Practices for Successful B2B Social Media MarketingBest Practices for Successful B2B Social Media MarketingBest Practices for Successful B2B Social Media Marketing

4. Talk WITH People, Not AT Them

Social media is a two-way street. Ask questions, respond to comments (the good AND the critical ones!), and participate in online communities. This makes you seem approachable.

5. Paid Ads Can Be Your Superpower (If Done Right)

Boosting good posts or running targeted ad campaigns can be amazing for B2B. The trick is knowing your audience and the goal – is it brand awareness, getting leads, etc.? Don't just throw money at ads, have a strategy.

6. Track the Right Numbers

Don't just obsess over vanity metrics (those big "likes" numbers). Look at website traffic from social, leads generated, and how many actual conversations your posts start. This shows you what's working and what's not.

  • Companies with consistent social media presence generate 4x more leads! 
  • 75% of B2B buyers rely on social media when making purchasing decisions. 

Remember, social media is a marathon, not a sprint. Build relationships, provide value, and the results will follow!


Forget the sleazy salesperson stereotype. B2B sales is about understanding another business's problems and showing them how you can be the perfect solution. It's like being a friend who also happens to offer amazing office chairs!

Social media is your secret weapon. It helps you become known as the expert, lets you find the right clients, and builds trust long before you send a single invoice. It takes time and effort, yes, but the rewards are huge.


The key? Be genuine, offer value consistently, and treat social media like the powerful networking tool it is. 

Do that, and you'll find B2B sales can be exciting, rewarding, and even a little bit fun!

Tired of manual lead generation? Let B2B Rocket AI agents automate the process with personalized outreach and seamless meeting scheduling. Effortlessly reach your ideal audience at scale.

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Josh B.

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