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February, 2013 Social Selling: Leveraging the Power of User- Generated Content to Optimize Sales ResultsThe use of Social Media has become virtually universal, both for personal Research Briefuse as well as for a fast-growing set of business-to-consumer (B2C) Aberdeen’s Research Briefsapplications. In the case of business-to-business (B2B) interactions, however, provide a detailed exploration ofadoption rates have not been growing at as aggressive a pace. Still, new key findings from a primaryAberdeen research on Social Selling reveals a number of best practices that research study, including keycontemporary professional sales organizations are using to grow their B2B performance indicators, Best-in-success stories. This Research Brief will explore how top-performing Class insight, and vendor insight.companies enable their sellers with the most effective tools to collaborate,listen, and contribute to the world of user-generated content.Setting the Stage: Social Selling DefinedIn May and June 2012, Aberdeen collected the survey results from 182 end-users regarding their use of social media to support sales effectiveness, withthe resulting research to be published in Social Selling: Unleashing the Power ofSocial Media on B2B Sales Enablement (Q4 2012). By defining "social selling" asutilization of one of the three following practices, we see in Figure 1 thatusers of social selling far out-pace other companies around a number of keyperformance indicators (KPIs) directly related to sales effectiveness: • Social Collaboration: The use of social media platforms to com- municate with internal or channel partner team members, in order to benefit from shared "tribal knowledge" in acquiring / servicing customers.Figure 1: Current Performance Benefits of Social Selling 70% 64% Users of Social Selling All others Percentage of Attainment 60% 55% 54% 50% 49% 48% 46% 42% 40% 38% 30% Total team Customer Sales Percent of attainment renewal forecast sales reps of sales quota rate accuracy achieving quota n = 182 Source: Aberdeen Group, June 2012This document is the result of primary research performed by Aberdeen Group. Aberdeen Groups methodologies provide for objective fact-based research and representthe best analysis available at the time of publication. Unless otherwise noted, the entire contents of this publication are copyrighted by Aberdeen Group, Inc. and may notbe reproduced, distributed, archived, or transmitted in any form or by any means without prior written consent by Aberdeen Group, Inc.