Social Selling Experiments and Building a Content Community

How do most inside sales people (SDRs) engage a socially (media) active prospect? Apparently the same standard way for all of their targets, using a biased, impersonal volumetric approach and the chance of good timing.

I receive ~ 15 cold calls per week, and the only relevant piece of data used to engage me is the fact that I attended Dreamforce? Wow, what a missed opportunity.

I am an open book on social media and share so many thoughts and opinions across LinkedIn, Twitter and even Facebook. You’d think an SDR would take a minute to look at my ‘updates’ and open with a shared insight from a recent post? (This experiment is currently running.)

B2B buyers have changed, but our sales prospecting models still have not. For this I challenge the Sales VPs. How do we move beyond the transactional prospecting volume game and focus on more relevant, less offensive and higher converting methods like Social Selling?

Below is the weekly installment of my thoughts specifically to that end. We break it down in episode #29 of PublishorPerish.FM.


  1. How to warm up your prospects with social selling (01:42)
  2. Giving John Kaplan a “dude…” (02:04)
  3. Dealing with Social Selling skepticism (05:20)
  4. Content asset and channel selection to drive transformation (07:25)
  5. How to leverage YouTube to break through (14:00)
  6. ‘Why’ is more important than ‘What’ (15:15)

There is also an incredibly embarrassing dance number in this episode.

What is your experience with cold calling (giving or receiving)? What relevant methods are being used to break through? Please share your comments below.

Thank you for your input.

As always, think like a marketer and sell like an animal.

About Jeff Leo Herrmann

With a commitment to constant learning, leadership development, and teaching, I am fortunate to have a live laboratory to experiment in every day as the Chief Strategy Officer of Fathom and Show Runner for our content platform, Creating Your Unfair Advantage.Living at the intersection of Content Marketing and Social Selling enables me to be a resource to both Sales Executives and CMOs alike because I understand the dynamics of their relationship.You won't find a bigger content marketing zealot with an intense belief that brands are better off engaging their audiences with educational and entertaining content instead of blasting them with massive traditional advertising campaigns. This perspective is well informed after a 15-year career at The Nielsen Company spent in audience measurement and advertising effectiveness.As a Boomerang back to NE Ohio after 15 years split between Chicago and New York, and my time on the speaker-circut presenting in San Francisco, Los Angeles, Tokyo, London, Barcelona, Munich and Milan, I have an intense appreciation for work-life synergy and the power of virtual work environments. I am also thankful for the analytical rigor of my MBA program at the University of Chicago, Booth School of Business.

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