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How Many Fish Does Your “Net” Catch? The Implications of Social Media in Sales Strategy

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Creating Marketing Magic and Innovative Future Marketing Trends

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Abstract

The objective of this article is to discuss the performance of B2B sales strategy in the context of social media. Four components of sales strategy, customer segmentation, customer prioritization and targeting, relationship objectives and selling models, and uses of multiple sales channels are examined to assess their impacts on sales performance. In addition, three dimensions of social media usage, competitive intelligence, engagement, and word of mouth are explored as moderating factors that impact the relationships between sales strategy components and sales performance outcomes.

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Authors and Affiliations

  1. University of Toledo, Toledo, OH, 43606, USA

    Phuoc Pham & Catherine Johnson

Authors
  1. Phuoc Pham
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  2. Catherine Johnson
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Correspondence to Phuoc Pham .

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Editors and Affiliations

  1. Department of Marketing & Services, University of Bayreuth, Bayreuth, Germany

    Maximilian Stieler

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Pham, P., Johnson, C. (2017). How Many Fish Does Your “Net” Catch? The Implications of Social Media in Sales Strategy. In: Stieler, M. (eds) Creating Marketing Magic and Innovative Future Marketing Trends. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-45596-9_82

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