How Social is B2B

There is a growing amount of buzz about a concept called “social selling” (often used synonymously with Sales 2.0). Many will argue that sales, particularly B2B sales, has always been a social activity. After all, selling has always revolved around relationships (i.e. WHO you know) and hence the focus on networking, establishing rapport, and leveraging existing relationships. Traditionally this was done via face-to-face business meetings, industry conferences, athletic clubs, civic organizations, social clubs, etc.