Despite the explosion of social media, few sales reps and marketing people are using it effectively. A recent survey by BtoB magazine found that only 5% of B2B marketers said social media was a Ðfairly mature and well optimizedÓ part of their marketing mix. A majority of marketers are Ðin the early stagesÓ and 17% dont use social media at all. In fact, many companies have policies that prohibit employees from using social media during business hours.
This is a missed opportunity, according to social media experts Barbara Giamanco and Kent Gregoire. Thats because people use social media to form relationships and search for information about purchases. And building relationships and providing information to purchasers is exactly what sales and marketing are all about. Watch this HBR webinar now.