As Morpheus said in The Matrix, “I imagine that right now, you’re feeling a bit like Alice. Hmm? Tumbling down the rabbit hole?” Technology is redefining the way B2B buyers and B2B sellers engage before physical world conversations take place. The allure of ‘Social Selling’ is compelling and the necessity undeniable for using platforms such as LinkedIn and Twitter. Yet the laws and algorithms that drive the dynamics of loosely connected social platforms are a mystery to almost all of us; and our ignorance makes the productive use of social platforms for attraction tactics in strategic B2B selling a difficult proposition – it’s not easy to create cut-through and strategic connection amidst all the noise.Social Selling is powerful for B2C and advancements and also relevant for B2B in low margin commoditized environments to drive down costs and also for projecting communication via digital
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