The Future of B2B Selling Is Social Selling

The Future of B2B Selling Is Social Selling

B2B sales is undergoing a major shift: the future of selling is social selling. This isn’t just a buzzword – it’s a fundamental change in how businesses connect with customers. In a world where cold calls are ignored and email inboxes are overloaded, social selling allows you to meet prospects on platforms they already use, building trust and relationships instead of pushing products.

It’s trending for good reason: sellers who embrace social strategies are outperforming those who don’t. In fact, companies that leverage social selling see significantly better results – 78% of businesses using social selling outsell their peers, and they’re 51% more likely to hit sales quotas. With stats like these, it’s no surprise that savvy B2B founders, sales teams, and agencies are turning to social selling as a key growth strategy.

In this article, we’ll break down what social selling is and why it’s taking off in the B2B space. We’ll also analyze how different communication channels – LinkedIn, Instagram, Twitter (X), WhatsApp, SMS, and email – contribute to social selling success. Finally, we’ll share actionable best practices from industry experts (including 9 founders and sales leaders featured in our curated infographic) to help you leverage social selling effectively. Let’s dive in and explore how relationship-based selling can transform your B2B sales approach.

What Is Social Selling? (And Why B2B Teams Are Embracing It)

Social selling is the practice of using social networks to find and nurture sales prospects by building genuine relationships over time – it’s not about making an immediate pitch or hard sell . Instead of cold-calling or sending out generic email blasts, social selling involves engaging with your target audience on the online platforms they frequent (think LinkedIn, Twitter/X, Instagram, etc.) and providing value before ever discussing a deal. The focus is on consultative, relationship-led interactions: sharing insights, commenting on their posts, answering questions, and positioning yourself as a helpful expert in your field.

Done right, social selling flips the traditional sales script. Rather than interrupting prospects with unsolicited sales calls, you build trust through authentic engagement and valuable content. Over time, this credibility translates into warmer conversations and easier conversions. Social selling can position you as a go-to expert, help shorten sales cycles, and generate more qualified leads for your business . By the time you actually have a sales discussion, the prospect already knows you, trusts you, and may even be looking forward to the conversation – a stark contrast to the old-school cold outreach approach.

Crucially, social selling aligns with changing buyer behavior. Today’s B2B buyers prefer to do their own research and connect with people they trust. Social media is a goldmine for this: buyers can learn about a product or service through LinkedIn posts, industry tweets, or community discussions long before they fill out a demo request. In other words, B2B selling is increasingly happening through social trust and digital rapport, not just formal sales meetings. That’s why both startups and large enterprises are investing in social selling techniques to engage modern buyers and stay ahead of the competition.

Why Social Selling Is the Future of B2B Sales

Social selling isn’t just popular – it’s becoming essential in B2B. Several trends and data points illustrate why this approach is the future of B2B selling:

• B2B buyers have gone social: Business buyers are now heavily influenced by social media when making purchase decisions. About 75% of B2B buyers use social media to research potential vendors , and roughly 40% of B2B buyers specifically browse social networks to inform their purchasing decisions. LinkedIn, Twitter, and even forums or groups give buyers unfiltered insights into products and peer reviews. If your brand or sales reps aren’t visible and providing value on these channels, you’re missing a huge part of their decision journey.
• Decline of cold outreach: Traditional outbound tactics are becoming less effective as buyer preferences shift. Only 21% of buyers prefer cold calls as an initial sales touch – meaning nearly four out of five would rather connect via other methods. The old playbook of unsolicited calls or impersonal emails is falling flat. In contrast, buyers are more likely to engage when a salesperson has built a prior connection or at least a familiar presence online. It’s telling that 62% of B2B customers respond to salespeople who share relevant insights (for example, posting educational content on LinkedIn) . Sharing value earns you the right to start a conversation.
• Higher win rates and sales performance: Adopting social selling often translates to better sales outcomes. LinkedIn’s research shows that social sellers are 51% more likely to meet or exceed their sales quotas . Similarly, another study found 72% of salespeople using social media outperform their peers and hit their targets. It’s not just the average reps, either – social selling is a common thread among top performers. 71% of all sales professionals (and a striking 90% of top salespeople) are already using social selling tools as part of their strategy . The best in the business leverage platforms like LinkedIn Sales Navigator or Twitter to gain an edge, so if your team isn’t, you may be left behind.
• Stronger relationships = more business: Social selling is fundamentally about relationship- building, which pays dividends over time. Nearly 31% of B2B professionals say they have built stronger relationships with clients through social selling . By regularly interacting with prospects on social channels – whether that’s congratulating them on a new role, discussing industry news, or answering questions – you become more than just another vendor. You become a trusted connection. Trust accelerates sales: people are far more likely to buy from someone who understands their needs and has an established rapport. In fact, 89% of buyers are more likely to buy from a salesperson who understands their goals , which is exactly what social selling facilitates through ongoing, insight-rich conversations.
• Adapting to a digital, remote world: The rise of remote work and digital-first communication has also fueled social selling. When buyers and sellers aren’t meeting face-to-face as often, building digital relationships is key. Social platforms fill that gap by humanizing the sales process online. It’s now normal to close large B2B deals without ever meeting in person – almost 40% of sellers have closed deals over $500k entirely virtually . Virtual communication, whether via Zoom or LinkedIn messages, is here to stay. Social selling helps sales teams thrive in this environment by keeping the human element alive through screens.

All these factors point to one conclusion: social selling is not a passing trend, but a fundamental shift in B2B sales strategy. Buyers are more empowered and selective, and they gravitate toward sellers who inform and engage them (versus those who bombard them with cold pitches). For B2B founders, sales professionals, and agency teams, embracing social selling is becoming crucial to stay relevant and competitive. It enables you to sell the way modern customers want to buy – through relationships, recommendations, and real conversations. As we move forward, the B2B companies that excel will likely be those that build strong social selling cultures within their sales teams.

How Different Communication Channels Contribute to Social Selling Success

One of the beauties of social selling is that it isn’t confined to a single platform or channel. In fact, a multi-channel approach often works best – meeting prospects across LinkedIn, Twitter (X), Instagram, messaging apps, and traditional channels like email or SMS. Each communication channel brings its own strengths in the social selling process. Here’s how the key platforms and channels contribute to social selling success:

LinkedIn: The B2B Social Selling Powerhouse

LinkedIn is by far the most important platform for B2B social selling. As a network designed for professionals, it’s the go-to place for B2B outreach, networking, and thought leadership content. LinkedIn allows you to build authority and trust by sharing insightful content and engaging with your industry community . It’s tailor-made for B2B: you can search for decision-makers by title or industry, leverage tools like LinkedIn Sales Navigator for advanced prospecting, and publish articles or posts that showcase your expertise. It’s no wonder that nearly 50% of social traffic to B2B websites comes from LinkedIn , and 89% of B2B marketers use LinkedIn for lead generation – more than any other platform.

To excel at social selling on LinkedIn, focus on providing value and personal engagement. Share content that addresses your buyers’ pain points or highlights new insights in your field. Consistently posting educational, relevant posts (e.g. short tips, industry trends, case studies) keeps you on your prospects’radar. Just as important is interacting with others: comment on your ideal customers’ posts, congratulate them on milestones, and join relevant LinkedIn Groups or discussions. This kind of authentic engagement is how you warm up leads without a hard sell. When you do reach out directly, make it personal – send a custom connection request or DM that references a mutual interest or something they posted, rather than a stock sales pitch. LinkedIn social selling is a slow burn that pays off by establishing you as a credible, trusted contact. As a best practice summary: use LinkedIn to spark conversations, not just to broadcast sales messages . The relationships you build here set the stage for successful deals down the line.

Twitter (X): Building Thought Leadership and Real-Time Engagement

Twitter – now rebranded as X – can be a powerful social selling channel, especially for amplifying your thought leadership and engaging in real-time industry conversations. B2B buyers and influencers often hang out on Twitter to share news, opinions, and advice in quick, snackable posts. The platform’s fast-paced nature lets you join trending conversations or hashtags, comment on news, and connect with people beyond your immediate network . For example, if there’s a popular industry hashtag or an ongoing discussion, adding your two cents (with insight, not a sales pitch) can put you on the radar of potential prospects. Twitter is also great for prospect research – you can learn about what a target prospect cares about by observing their tweets and likes, and even identify leads through keyword searches and Twitter lists .

In practice, successful social selling on Twitter means being active and providing value in short bursts. Share bite-sized insights, tips, or interesting data that would appeal to your ideal customer profile – this positions you as knowledgeable and helpful. Engage with your audience by replying to their tweets, answering questions, or even running polls. One caveat: content on Twitter has a short lifespan and the feed moves quickly, so consistency is key. You might need to post and engage daily or multiple times a week to stay visible . Also, it can be harder to directly attribute leads to Twitter compared to LinkedIn, but think of it as planting seeds. Many founders have anecdotes of striking up a Twitter conversation that eventually led to a meeting or referral. To summarize Twitter’s role: use X to build rapport and visibility through quick interactions – follow and interact with prospects and industry folks, showcase your personality/expertise, and when appropriate, move the conversation to DMs for a deeper one-on-one chat.

Instagram: Humanizing Your Brand and Showcasing Stories

Instagram might not be the first platform that comes to mind for B2B sales, but it can play a valuable supporting role in social selling. It excels as a visual storytelling tool and is great for putting a human face on your company. People often use Instagram to gauge the personality and culture behind a brand. For B2B, this can mean sharing photos or short videos that highlight your team, company events, customer success stories, or even behind-the-scenes looks at your product development. These kinds of posts help build an emotional connection and trust. Instagram is particularly useful if your business has any visual element or if you cater to industries where aesthetics and brand are important

(for example, a design agency, an architectural firm, or a consumer product sold B2B). Even if you’re a SaaS startup, you can use Instagram to showcase customer testimonials, employee spotlights, or snippets from webinars in a visually engaging way.

Keep in mind that Instagram isn’t typically a primary lead-gen channel for complex B2B offerings –LinkedIn will likely drive more direct leads – but it contributes to the trust-building process. A prospect who finds you on LinkedIn might click through to your Instagram to get a sense of your brand’s vibe and credibility. Make sure your profile is professional and up to date, and consider posting occasionally to stay active. Features like Instagram Stories can be useful for engagement: you could run polls, Q&As, or quizzes in Stories to interact with your audience in a fun, low-stakes way. For instance, a SaaS founder might post a Story poll asking “What’s your biggest CRM challenge?” to get followers talking. Additionally, Instagram DMs can be a channel for casual conversations – some buyers may feel more comfortable reaching out or replying in a DM after seeing your content. To leverage Instagram for social selling, share your company’s human side and success stories, use interactive features to engage followers, and include a link in your bio or Stories that points interested people to learn more (like a case study or your website) . It’s all about supplementing your core outreach with social proof and personality.

WhatsApp: Personal Chats and Nurturing High-Value Prospects

In many regions and industries, WhatsApp has emerged as a powerful channel for one-to-one communication in the B2B sales process. While WhatsApp isn’t a traditional “social network,” it’s often used in social selling once an initial connection is made elsewhere. Think of WhatsApp as a way to take the conversation off-platform to a more direct, informal setting. For example, after you’ve exchanged a few LinkedIn messages with a prospect and built some rapport, you might suggest continuing the chat on WhatsApp (especially if the prospect is active there or prefers it). This can make the interaction feel more personal – you’ve moved from a public/professional space to their personal messaging app, which is a sign of trust.

Sales professionals often use WhatsApp to share quick updates, answer questions in real time, or even send resources like PDFs and screenshots in a convenient way. The app’s voice note feature is notably useful –some B2B founders send short voice messages to prospects to stand out with a personal touch (hearing a friendly voice can humanize the interaction much more than plain text). One founder in our network shared that his team starts conversations on LinkedIn or X to spark interest, then switches to WhatsApp for deeper discussions on “hot” deals – even for relatively small deals around $1K – because it feels more direct and personal. This multi-channel transition often helps build a stronger relationship, as the prospect perceives it as more of a consultative chat than a formal sales pitch.

When using WhatsApp for social selling, be mindful of etiquette. Always get permission or an invite before messaging someone on WhatsApp; an unsolicited message on a personal number can feel intrusive. Timing and tone matter too – keep it friendly and helpful, not salesy. The upside of messaging apps is the immediacy: people tend to read and reply to WhatsApp messages quickly (often faster than email). In fact, between WhatsApp and SMS, you can achieve engagement rates that email can only dream of – text-based messages boast open rates around 98%, far higher than the ~20% average for email . This means WhatsApp is excellent for timely follow-ups (“Hi, just sent the proposal to your inbox – let me know if you have any questions!”) or for nurturing a deal (“Saw your LinkedIn post about scaling – congrats on the new hire! Let’s catch up Friday on how we can support your growth.”). Used wisely, WhatsApp can become a secret weapon for nurturing B2B relationships in a casual, responsive way.

SMS: High-Open-Rate Touchpoints (Use Sparingly)

SMS, or simple text messaging, is another direct communication channel that can complement your social selling strategy. Much like WhatsApp, SMS messages benefit from being highly immediate and attention-grabbing – most people have notifications on for texts and will read them right away. In fact, SMS messages have an open rate of about 98%, dwarfing the open rates of email . This makes SMS a potent channel for certain use cases: sending a reminder for a scheduled call, a quick thank-you note after a meeting, or a brief check-in if a prospect has gone quiet via other channels.

However, with great power comes great responsibility! Because SMS is so direct, it should be used thoughtfully and sparingly in B2B contexts. Generally, you’ll only text a prospect if you’ve established a friendly rapport or have explicit permission (for instance, the prospect provided their mobile number and indicated texting is okay). The tone of SMS should remain professional yet personable – keep messages short and to the point, and avoid using text slang or too many emojis with someone you don’t know well. A good practice is to reference your social interaction or relationship in the text for context, such as: “Hi [Name], this is [Your Name] from [Company]. Enjoyed your recent LinkedIn post on fintech trends – I have a quick question for you, got a minute?” This reminds them who you are and why you’re reaching out.

SMS can also be useful to reach prospects who are unresponsive on email – sometimes a quick text saying“Hi [Name], just sent you an email with the info you requested – please let me know if it didn’t come through. Thanks!” will prompt them to check their inbox. Because texting feels more personal, it can cut through the noise. But be careful: unsolicited or overly frequent texts can feel like an invasion of privacy. Aim to use SMS as a supporting touchpoint for high-priority contacts, not as a mass outreach tool. When done right, a timely SMS can complement your social selling by keeping a deal warm and showing attentiveness (e.g. texting “Good luck with your conference presentation tomorrow!” to a prospect you’ve been nurturing). It’s all about adding a human touch in the right moment – one that reinforces your genuine interest in the relationship.

Email: Personalize with Social Insights for One-two Punch

Email remains a staple of B2B sales communication, and it plays a vital role alongside social selling. In fact, the best approach is often to integrate email with your social selling efforts so that each channel informs the other. For example, you might engage with a target prospect on LinkedIn by commenting on their posts for a while, and then send a tailored email that references those interactions (“Hi, we chatted in the comments of your post about data security last week…”). This way, your email outreach feels warmer and more relevant than a typical cold email. Given that 94% of marketers say personalized messaging improves conversion rates, leveraging social insights to personalize emails can significantly boost your success. The recipient is more likely to respond because they recognize you and see that you’ve done your homework.

Emails are ideal for sharing more detailed information: summaries of your offering, case studies, proposals, or scheduling meetings. You can treat social platforms as the place to create demand and interest, and then use email to deliver the deeper dive when a prospect is ready for a serious conversation. For instance, after a friendly LinkedIn exchange, you might email a PDF brochure or a custom slide deck addressing the prospect’s specific needs (which you learned about from their social posts or comments). This one-two punch of social + email is incredibly effective – the social interaction builds trust and context, and the email delivers substance and a clear call-to-action (e.g. “let’s schedule a demo”).

In the context of social selling, think of email not as a separate silo, but as another channel in your multi-channel outreach strategy. You’ll want to keep tracking your emails along with your social touches. Modern CRMs (like folk, which we’ll mention later) let you see all interactions in one timeline, so you know if you last spoke to a prospect on LinkedIn, emailed them, or both. Finally, even when emailing, maintain the human, consultative tone that defines social selling. Avoid the trap of sending a generic sales deck; instead, reference your social conversation (“Following up on our chat about scaling your sales team…”) and customize your message. The personal trust you’ve earned through social engagement will make your emails far more welcome – they won’t feel “cold” because the relationship is already warmed up.

Expert Social Selling Tips from Founders and Sales Leaders

Our infographic above is a curated collection of social selling tips from 9 founders and sales leaders who actively close B2B deals through social media. Each expert contributor shares a unique strategy – from building trust with prospects, to leveraging multi-channel outreach, to using creative tactics like voice notes. For example, some emphasize consistently showing up on platforms like LinkedIn to become a known authority, while others highlight the power of one-on-one engagement (even via personal messages and audio) to spark genuine conversations. Taken together, these insights paint a clear picture: successful social selling is about being authentic, providing value, and strategically using all available channels/ tools to form real relationships. It’s not one-size-fits-all – it’s about finding what resonates with your audience and doing it consistently.

To summarize, here are actionable best practices gleaned from these social selling experts (and how you can apply them):

• Share expertise to become an authority – Provide insights, educate, and deliver value on your channels rather than immediately pushing a product. Positioning yourself as a knowledgeable resource builds trust and attracts inbound interest. *(Tip from Andréa Bensaid, CEO of Eskimoz)*Show up consistently on social – Maintain an active presence to stay on your audience’s radar. Regular posting and engagement (even if it doesn’t “go viral”) steadily increases your visibility and credibility over time. (Tip from Paul Wantrough-Halim, Co-founder of Hyperfocus)
• Address your ICP’s pain points in your content – Tailor your posts and articles to directly speak to the biggest challenges faced by your ideal customers. By offering advice or solutions up front, you effectively handle objections and build desire before the sales call. (Tip from Alex Vacca, CRO of CoLDIQ)
• Build trust before trying to sell – Focus first on genuinely helping and connecting with a prospect, not on closing a deal. Respond quickly and personally to inquiries, show you understand their business, and be patient. Sales come naturally once there’s mutual trust in place. (Tip from Jonathan Anguelov, CEO of Aircall)
• Engage 1:1, not just 1:many – Don’t rely only on broadcasting content to the masses. Identify key prospects who interact with you (likes, comments, etc.) and reach out to them individually. A friendly one-on-one conversation can turn a passive follower into an active opportunity. (Tip from Jordan Chenevier-Truchet, Co-founder & CEO of Bulldozer)
• Spark genuine conversations – Strive to create real dialogue, not just marketing chatter. For• example, sending a short, thoughtful voice note or asking a question about a prospect’s recent post can start a meaningful back-and-forth. Authentic, two-way conversations build much stronger relationships than canned pitches do. (Tip from Ademola Adelakun, Founder of A2media)
• Embrace multi-channel outreach – Use a mix of platforms and mediums to connect with prospects. You might initiate on LinkedIn or Twitter for discovery, then move to a private chat on WhatsApp or a quick phone call as the relationship warms up. Meeting people across channels increases your touchpoints and keeps the momentum going. (Tip from Thibaud Elziere, Founder of Hexa)
• Connect your socials to your sales stack – Make sure your social selling activities feed into your CRM or sales system. Log your LinkedIn messages, keep notes on contacts, and set follow-up tasks. Integrating social data (e.g. via a LinkedIn-CRM integration) ensures you never lose track of a relationship and can pick up right where you left off. (Tip from Jimmy Gordon, Head of Partnerships at OK Social)‍
• Leverage automation to scale insights (not spam) – Use automation tools carefully to enhance your social selling, not to replace the human element. For instance, automate routine tasks like monitoring who engages with your posts or scheduling initial outreach, but always personalize your approach. The goal is to gather data on what’s working and focus your time where it counts – not to blast generic messages. (Tip from Ishan Mukherjee, Co-founder & CEO of Rox)

Each of these tips comes directly from experienced founders and sales leaders who have found success on social media. They collectively reinforce a few core principles: be consistent and present in your market, be genuinely helpful, engage personally, use multiple channels intelligently, and take advantage of tools (like CRM and automation) to stay organized. By following this advice, you can craft a social selling strategy that feels natural and yields real results. And remember, social selling is a long game – the relationships you start building today can turn into big opportunities down the line.

Conclusion: Embrace Social Selling with a Relationship-Driven Approach

The writing is on the wall: the future of B2B selling is social selling, and the sooner you embrace it, the better positioned you’ll be. Social selling empowers you to sell in a way that aligns with how modern buyers make decisions – through networking, content, and trust, rather than through unsolicited pitches. By investing time in building genuine relationships online, you’re essentially laying the groundwork for sustainable growth. You’ll find that prospects approached via social channels often move faster through the funnel because they already know and respect you (or your company) before that first “official” sales call. As we’ve discussed, leveraging each channel’s strengths – from LinkedIn’s networking might, to the personal touch of WhatsApp or SMS, to good old email supplemented with social insights – can dramatically improve your outreach effectiveness.

For founders, sales professionals, and agency teams, now is the time to cultivate your social selling skills and culture. Encourage your team to be active on LinkedIn and other relevant platforms, provide them with content to share, and maybe even set up internal social selling playbooks. Track the metrics that matter (engagements, conversations started, pipeline influenced by social, etc.) to show the ROI of these efforts. And most importantly, stay authentic – social selling works because it’s human. People can tell the difference between a genuine conversation and a scripted pitch, so lean into the former.

Try Folk.app for Smarter, Relationship-Based Selling: As you scale up your social selling, having the right tools in place will make the process much easier. Consider exploring , a modern CRM built for relationship-driven sales. Folk.app is designed to help busy teams and entrepreneurs manage their contacts and conversations across multiple channels (LinkedIn, email, WhatsApp, and more) in one place. It’s like a smart address book that keeps track of every interaction, so you always have the context you need to personalize your outreach. By integrating your socials with your sales stack, you can ensure no follow-up gets missed and every touchpoint is logged – just as our experts recommended. If you’re aiming to nurture leads and close deals through authentic engagement, Folk.app can be a game-changer in organizing your efforts and helping you scale personal touches without losing the human feel.

In the end, social selling is about forging real connections in a digital world. It’s the future of B2B sales, but it’s also very much a present opportunity – one you can start capitalizing on today. So build your network, share your knowledge, engage with your community, and arm yourself with tools like Folk that support a smarter way to sell. The companies that master social selling now will be the ones leading the pack in the years to come. Don’t be left behind – embrace the social selling revolution and watch your B2B relationships (and revenue) thrive.

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