How to Use Social Analytics in CRM to Help Drive Sales

As a salesperson, you may have once believed social media data to only be important to marketing team members, but it’s time to eliminate that stigma from your workflow.

Social data analysis should be important to you as a salesperson.

Whether that means needing to connect with marketing to understand its potential value, self-teaching, or reading informational articles (such as this), it’s time you became aware.

The goal is to be an expert when it comes to analyzing social data in CRM to drive sales. The knowledge you have with integrated social data analytics in CRM (such as Salesforce or Microsoft Dynamics 365) will highly benefit your individual and team sales processes.

Did you know that 75% of B2B buyers now use social media to research vendors? Having a strong web presence is crucial in the digital age.

If you aren’t online, and, more so, if you aren’t making an impact online, you become irrelevant.

Keep in mind; you are not just aiming to reach millennials with social media marketing, but a vast audience that is consistent with your target demographic. Social platforms that drive traffic to your website will appear in the CRM dashboards you create.

Use those platforms resourcefully. Connect with your marketing team to encourage them to use these platforms too, if they aren’t already.

Zephoria reports that 1.4 billion people on average log onto Facebook daily. Among those users, 29.7% of them are age 25 to 34.

Twitter is not as staggering, but still relevant in 2018. Hootsuite reports that Twitter has 330 million active monthly users across the world.

Meanwhile, Omnicore Agency lists LinkedIn as having 250 million monthly active users. Imagine the potential reach your company could have with a compelling social media marketing strategy implemented cross-departmentally.

Information and understanding are the keys to being relevant to your target customer. Employee advocacy also plays a role. Sharing company updates with your personal followings is important.


Imagine connecting wihealth industryth a potential client, let’s call her Darlene, at a healthcare conference. Darlene has had trouble implementing a sustainable wellness program within her organization.

She wants to make it work but isn’t sure how or where to start this time. As a nutritional sales advisor in the healthcare industry, you exchange business cards, then later connect with her on LinkedIn.

You recall where you met, drop links to relevant articles, and offer to advise her as she starts her new company-wide wellness program.

Darlene responds, feeling encouraged, and sets up a time to meet with you. This is a clear example of the power of personal appeals on social media.

Later, on your CRM dashboards, you see Darlene has shared your company’s related posts with her own following, which further increases awareness for your own brand and services and produces new leads!

Ah-ha — Analyzing social data in CRM comes full circle!

Do you want more information on how to use customer analytics to empower the sales process?

Download Ledgeview’s complete eBook FREE here.

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