The white paper highlights the shift in customer decision-making, where 60% of research is done before contacting sales, termed the "zero moment of truth" (ZMOT). Social selling is essential for positioning a company as relevant during this phase. It involves four stages: personal branding, finding the right contacts, providing tailored solutions, and building lasting relationships. Success requires collaboration between sales and marketing for effective content and consistent engagement. Organizations must integrate social selling into their strategy, set KPIs, and train staff, as 95% of decision-makers now overlook cold calls, preferring digital content.

Join for free to read