Business to Business marketing is effectively being done by companies using the social media platforms and social networking sites. Social Networking world is chaotic and often lot of unrelated and unwanted content is flowing around and it is very difficult for the companies to monitor the social networking sites constantly and also need to employ resources who not only monitor but also respond on the various social networking sites. Companies have to respond to the customers instantly as the dissatisfied customers may launch a social media campaign and attack that will severely affect the brand reputation and the sales of the company. Oracle Inc. uses the social media and networking sites for increasing the sales of the company. Oracle Sales strategy integrated the social media as one of the key components and the company built a wide presence on all of the major social media networks and most of the conversations and engagements are related to company’s products and services. Oracle went a step further and encouraged its sales representatives to use Twitter to engage with prospects in meaningful, helpful dialogue during the sales process, which is quite a new initiative for a B2B company. Traditional B2B marketing strategies included monotonous cycle of emails, webinar invites, check-ins, blog content, technology updates and hoping the customers will engage. Oracle employees were trained on how to properly use social media which transformed Oracle into a social media savvy company with about five percent of the company’s 23,000 sales reps using Twitter. Oracle training program included large scale training sessions, as well as small support-style workshops and Jill Rowley also produced and starred in an internal 10-episode webinar series that focuses on social selling.
Oracle Social Selling evangelist Jill Rowley argues that Sales professionals need to understand that buying process and buyers in today’s world are very different from earlier as they are digitally-driven, mobile, socially-connected, empowered with unlimited access to real-time information about business problems, products, companies, competitors — about all sorts of things. Social networks are where the modern sales professional can do research, networking, relationship-building, and can use these channels to earn trust. And earn trust by sharing content that is useful, that is education and training, insightful, and informative and of value to the buyer, regardless if the buyer buys the salesperson’s product or not. Along with Oracle content mostly related to company’s products and services Oracle also encourages its employees to use a 4-1-1 Rule: sharing four pieces of relevant third-party content for every one piece of Oracle-branded content, plus an offering of lighthearted fare like a cat video or motivational quote. Lot of information is available on social networking sites like LinkedIn, Slide share, Facebook, Twitter, etc. which sales professionals can use for their advantage. Oracle is looking at social media and networking sites as one of the critical component of its sales strategy along with traditional sales and marketing strategies and since social media is also having a significant effect on the way businesses run their operations also means that company has also look at the social selling a disruptive go to market strategy and look to benefit from it and make a competitive advantage.