As Strategic Communications Group (Strategic) has matured its business-to-business and public sector focused “social media for sales” programs on behalf of clients like Pitney Bowes, Polycom, British Telecom (BT), Intelsat, Blue Coat Systems, Mandiant and others, we have recognized that a lead generation expectation simply isn’t realistic.
Lead introduction though is achievable and, in my opinion, of equal (if not greater) value in a business-to-business and public sector context. That’s because the majority of vendors sell multimillion dollar, enterprise solutions to executive level decision-makers. Whether a company is pushing product, service or a combination of the two, it is a consultative sell. Executive buyers have to be educated and, equally critical, a relationship defined by trust must be established.