Invest in Personal Networks

82% of B2B buyers said a winning vendors social content had a significant impact on their buying decision.

On top of that, 42% of B2B buyers research sellers who contact them by looking at their LinkedIn profile.

One of the principles of Go-to-Network is People-First. This doesn’t just mean putting your buyers first as people, it also means putting your people first, even ahead of your brand. On LinkedIn, content from individuals outperforms content from company pages by as much as 700%.

Giving your team members space (and even resources) to build their own personal brand can be one of the fastest ways to grow the overall network around your business. This means giving them freedom to be themselves and talk about things besides your brand. No one cares about what a member of your team has to say if they’re only reposting company news. Their voice is what makes them unique, lets them build relationships with buyers, and ultimately grow your extended network.

According to a recent research report from LinkedIn, deep sellers spend 50% of their time building relationships and connections compared to the 9% of time spent by shallow sellers. Why does that matter?

Deep sellers are 30% more likely to hit quota than shallow sellers.