Present in virtually all sectors of the modern economy, the internet increases every year its representation in the sales segment.And in addition to its importance for the B2C (Business to Consumer) sector, those who work with B2B (Business to Business) has had many benefits with digital platforms.
Gartner revealed that since the covid-19 pandemic, B2B digital commerce has experienced a significant acceleration. According to the Gartner “Future of Sales 2025 report, by the end of next year 80% of B2B sales interactions will occur on digital channels.
Despite the space for growth, the Brazilian scenario also shows that entrepreneurs, entrepreneurs, executives and salespeople are also taking the internet into consideration.
Around 50% of all B2B purchases are made online, and the number is expected to rise to more than 60% over the next 5 years, according to Wunderman Thompson's The B2B Future Shopper Report 2023.
The importance of LinkedIn for B2B sales
In a context where online B2B sales are already becoming dominant, LinkedIn appears as one of the leading platforms.
In 2024, Microsoft's corporate social network announced that it had reached 78 million users in Brazil.Counting the world over, there are more than 1 billion members.
Denise Maia, CEO of DMS & B2B business prospecting company & author of the recently released book “O LinkedIn found me, and now?”, specifically indicates that the so-called Sales Navigator is a very useful tool for those who want to generate qualified leads.
The expert, who was certified as Social Selling Expert by LinkedIn, points out that Sales Navigator is powered by AI to do smart searches, for example. With more than 50 filters available, the seller can search for potential customers and decision-makers from keywords, location, current and previous positions, types of companies, level of experience and accounts with purchase intent.
Another task performed by LinkedIn AI is the display of updated information from companies. With this, you can check news, changes in the team and all the movements of the potential customer in the Microsoft social network.
“Knowing these details makes a difference when sales teams are making the approach with potential” customers, adds Maia.
AI also allows Sales Navigator to automate tasks, recommend leads that make sense with the scope of salespeople, show results and sales funnel performance, and customize approaches.
“As well as the tools of generative AI, LinkedIn Sales Navigator provides inputs for professionals to make more informed strategic decisions.Knowing how to make the best of all these platforms is to ensure that the best possible results will be achieved”, concludes Denise Maia.
In this scenario where the virtual environment has become so essential to reach potential customers, partners and employees, terms such as generative AI, language model, neural networks and algorithms have entered the popular vocabulary.
AI transforming B2B sales
The B2B sales industry is undergoing a revolution from the various AI tools. And many of these platforms are free, they end up offering great potential opportunities for new business.
Denise Maia says that those who know how to use these new technologies will have a differential against competitors. In fact, she says that in a very short space of time, knowing how to use AI will no longer be a differential, but a must.
“We are seeing the revolution happening in front of our eyes. Soon, AI software will be as common as the use of cell phones and computers”, he predicts.
The expert argues that AI offers great improvements in customer service and experience. From chatbots, for example, it is possible to ask questions, give information and still create a close relationship.No wonder, several companies have bet on more humanized figures to interact with the public.
Maia recalls that those who use the internet to make B2B sales can still perform predictive analysis with the help of AI. She explains that through machine learning (machine learning) and big data, platforms can predict shopping behaviors and still infer the best times for contact with the customer and decision makers.
And another ability of artificial intelligence (mainly from generative AI 'IS to perform customizations. Generative technologies can analyze specificities from inputs (commands) and generate new information that has been crossed from an extensive database. That is, with generative AI tools it is possible to analyze text suggestions for landing pages, have insights for outbound marketing emails and even check ideas for publications in social networks, for example.
“Platforms such as ChatGPT, Gemini, Anthropic and others help in the sales process from the point where they serve as inspiration to create content and have ideas to find new sales solutions. They serve as a starting point for humans to optimize the work of”, defends Maia.
In the book “O LinkedIn found me, and now?”, Denise presents other tools and strategies to build a personal brand on the platform, expand your network and boost sales.
Released on September 27, the book can be purchased at this link: https://www.neo21.com.br/negocios/o-linkedin-me-achou-e-agora-do-perfil-estrategico-aos-segredos-do-sales-navigator
