Social selling takes place when salespeople use social media as a channel to optimize and impact revenue, return, and results of their sales process. Since salespeople are directly responsible for company revenue, it is essential that their activities are closely measured and optimized.

As a marketer, or data scientist, we need to be concerned with “link-ability”. This is the ability or ease of a marketer to link one piece of data with another piece of data – and by collecting and linking data together over time – we have what is called meta-data. Meta-data gives us a really accurate picture over time. Companies practicing social selling today aren’t using tools that provide the necessary “link-ability” for marketers to understand how to best help sales.

If we look at this in a marketing and sales context – marketing needs to know which pieces of content are working best in which situations and with what buyers. This will enhance the buyer’s journey by giving them the best timely content, increase the number of SQLs, and to effectively bridge the gap with sales using data.

SocialPort provides the “link-ability” necessary for marketing and sales to optimize the buyer’s journey with digital content. Having a platform that links rep-buyer engagement on social media directly to your CRM will help gather the meta-data needed to make informed content strategy decisions. SocialPort’s reporting system is specifically built to give companies an unfair advantage in the sales process by linking a rep’s social activities and sharing of digital marketing assets directly to established sales metrics in real-time.

As a marketer, a tool like SocialPort will help you answer:

What marketing can learn by using SocialPort to syndicate content to sales:

  1. Which types of content is being best received by buyers and on which channel?
  2. Which pieces of content are having the biggest impact on the buyer’s journey?
  3. Which pieces of content work best at different stages of the funnel?
  4. Which piece of content is responsible for the most revenue?
  5. Which content is responsible for the most opportunities created?