Social Media & Sales: Can Social Media really provide a push in a B2B sales environment?

Remember, the b2b buying cycle is long and research-intensive (with the exception of printer ink or things you can buy from Office Depot). Having social media as a channel to inform your target market or prospects is "table-stakes". You have to do it.

Also, the b2b buyer is always aligning themselves with content that helps them do their job better. Social media again is a great platform to stay connected with them. (w/ helpful, third party content)

B2B isn't a Groupon-type market. Coupons, even offers DONT work in social media and if you try them you will not think social works in b2b.

The short answer is, "Yes. It does work for B2B, in general." It depends on which industry. I see good participation, meaningful conversations and valuable relationships fairly quickly and easily formed in information technology, for example. In other industries, like commercial construction, not so much. I think that'll change as the old timers running those companies retire and younger people take control. Social media is a paradigm shift. It will be universal in the not too distant future. Even if it's not the norm in a specific industry, those that embrace it and learn how to leverage it will be way ahead of their competition.

Social Media does provide a push in the B2B sales environment.
RareAgent just received a request to meet on LinkedIn on Friday. I've also gotten direct messages via Twitter.
Social Media campaigns are great - determine a topic that is hot, develop content around that (like a ebook or white paper) and then "tweet" one liners from your content

Position yourself with thought leaders, ask authors/experts to be your thought leader, and then build content that addresses the need of your audience, and ask your customers and colleagues to "retweet" your content.

Track URL's using bit.ly or other programs that shorten links to track, to start capturing data to capture your ROI over time.

Yes, absolutely Social Media works in the B2B selling environment. The folks that have already responded to this question I think all offered great insights and comments.

As Bob mentioned Social Media represents a Paradigm shift! We are moving from a "Monologue" to a "Dialogue" so applying old selling and marketing models to this new environment doesn't work. You can get away with applying the old model of marketing in a B2C space but, even that is falling by the wayside. Those that made a living by Email marketing to their "list" are fading away.

In this new selling environment, particular in the B2B space, you must engage and interact, have a "Dialogue", with your prospects and customers. And, as Melissa and Marge mentioned, it is helpful to go to where your prospects and customers are hanging out to dialogue with them. For example, posting some relevant information to those in the construction industry, on LinkedIn, and not many in that space use LinkedIn, will frustrate you if you are truly looking to "engage". However, to Craig's point, developing a presence in/on Social Media for B2B marketing & sales efforts is "table stakes" as we enter this new exciting world of "Social Selling".

This is the Dawning of the Age of....."World of Mouth" (I like that Melissa) so engage, interact, join the conversation. It is OK to "Run with Scissors" in this Social Mesh so have fun.

I agree. But what is truly missing is the starting point. The conversation is a must in this new world of B2B but more importantly than that even is that the prospect or client Trusts you. I have worked with many client who want to immediately have a dialogue and ask for the sale or business right away. Before that you need to build Trust. Chris Brogan's book Trust Agent spells out the best way to become a Trust Agent http://tinyurl.com/yl9r5g5. Giving you this url was a way of building trust. I am not asking you for anything but giving you value so you will become part of my trust circle.

Building Trust is the new way of doing business. If I don't trust you I won't engage in conversation with you. Bottom line, I agree with Stephen that Social Media works in B2B if you take the time to make it work for you.

Yes, it does work for B2B, the key is to know WHERE you target audience is hanging out and get in front of them. Don't drive traffic to someplace else, find the traffic and get in front of it. That may be Twitter, it may be another network. Until you have a 360 degree view of your target market you don't know where they are hanging out online and would erroneously limit your efforts. Social media is a global shift in communication and consumerism, it is world of mouth, no longer word of mouth. Are you ready?