Our podcast guest expert, Sander Biehn, helped his former company (AT&T) gain $47 million in new business through a blog-centered social sales strategy. Here is a quick synopsis of his story.
AT&T, put together a new sales team to re-build business relationships with a Fortune 100 company in Atlanta. They decided to take an entirely new approach that heavily favored building relationships through social media. They had to try something new. Their relationship with this client had suffered in the past five years, creating strain between the two executive offices. All sales had dried up.
So they began implementing a content strategy aimed at strategic “persons of interest” from their former customer.
This created unique new opportunities to discuss and connect away from the heat of the emotion between their companies. Slowly, they saw a thaw and a major shift in the relationship started. This led to productive conversations about the business solutions that were being discussed in the targeted content.
Inside of 18 months $47 million in brand new business was awarded to AT&T, directly attributable to our guest expert’s support and social media outreach. Listen to the podcast recording below to learn how – then check out our LinkedIn training where you’ll find even more case studies that will help you influence business decisions using LinkedIn and content marketing.