Selling in a digital age often requires that companies become creative with the data that they have. Especially in business to business sales, the contemporary consumer will usually do a significant amount of research through social media marketing. Modern prospecting puts the emphasis on a consumer. They may even advertise their need for specific services and products. These users are already essentially scored: employees have their positions visible and will connect directly with businesses and services that interest them. Now, prospecting can be done by looking directly at users that are on LinkedIn. In the old days, prospecting was often done through cold calling. But you don’t need direct access to a database to take advantage of LinkedIn’s information. When Microsoft acquired LinkedIn earlier this year, much of the value lay not only in the platform itself but also in the information available. LinkedIn provides one of the most valuable databases for company and employee information in the world.
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