Salesforce.com buying Buddy Media for £449
million caused a very big reaction. The deal, set to close in October, will
allow Salesforce.com customers to listen, engage, gain insight, publish,
advertise and measure across Facebook, Twitter, Google+ and YouTube. The
company believes that social media will be the next big driver in technology
sales. They hope that this purchase, along with the earlier acquisition of
Radian 6, will benefit the whole sales
and marketing team, from the CMO who realises they need to invest in this area
to the sales rep who understands the importance of staying in touch and finding
out more about their clients.
Buddy
Media provides a range of tools to allow companies to engage in social media,
most notably ProfileBuddy, which allows users to create and deploy custom,
local content on social networks via standardised brand templates and
ConversationBuddy, to manage social media conversations. The products aim to
provide great control and better ROI, as well as the ability to engage with
customers more regularly online. The shift in Salesforce’s approach reflects a
wider trend in sales: that companies need to show that they are listening to
their current and potential customers, rather than just talking at them.
Do you currently use social media as part of
your sales approach? What impact do you think this could have on your sales
team?
Hays
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