The Social Media Prospecting Playbook 2025 – A Complete Guide for B2B Sales Leaders

Major Takeaways: Social Media Prospecting

What Makes Social Media Prospecting Essential in 2025?

• Social media influences over 75% of B2B buying decisions, with 84% of executives using it during purchase cycles. Ignoring it limits your pipeline access.

Which Platforms Should B2B Teams Prioritize?

• LinkedIn remains the top B2B platform, generating 80% of all social leads, while platforms like X and niche groups support specialized prospecting.

How Can Sales Teams Personalize Outreach at Scale?

• Using LinkedIn Sales Navigator and CRM-integrated tools enables tailored messaging based on role, company, and behavior—improving reply rates by over 45%.

What Is the Role of Content in Social Prospecting?

• Posts that follow the 50/30/20 rule (engage, inform, promote) help build trust and attract inbound leads while reinforcing outbound efforts.

How Do You Coordinate LinkedIn with Email and Cold Calls?

• Omnichannel cadences using 3+ touchpoints across LinkedIn, email, and phone increase response rates by 287%, ensuring no lead falls through the cracks.

Which Tools Drive the Most Prospecting Efficiency?

• Platforms like LinkedIn Sales Navigator, Hootsuite, and Outreach streamline engagement, content sharing, and multi-channel outreach while enhancing conversion tracking.

What Metrics Should You Track for Social Prospecting ROI?

• Monitor connection acceptance rates, response rates, and content engagement to refine your strategy and align outbound tactics with revenue outcomes.

How Does Martal Help B2B Teams Succeed with Social Prospecting?

• Our omnichannel approach blends cold email, LinkedIn outreach, and sales strategy, backed by expert SDRs, to generate sales leads at scale.

Introduction

Can your B2B sales team afford to ignore social media prospecting in 2025? Consider that 75% of B2B buyers use social media to make purchasing decisions today (3). In fact, 84% of C-level executives are active on social platforms during their buying process (3), yet 90% of decision-makers won’t even answer a cold call (3). The message is clear: if we’re not actively engaging prospects on social media, we’re missing a huge piece of the pipeline.

In this playbook, we’ll share how to prospect on social media effectively to fill your B2B sales funnel. We speak from experience – as a team that has spent over a decade helping B2B companies generate sales ready leads, we’ve seen social prospecting evolve from a novel idea into an essential pillar of modern sales strategy. By 2025, social media prospecting isn’t just a buzzword; it’s a proven pathway to more opportunities and revenue.

🔷 Why Social Media Prospecting Matters in 2025
The B2B buying landscape has fundamentally shifted. Buyers now research independently, trust peer networks, and engage with content long before speaking to a salesperson. Social media prospecting – proactively finding and engaging potential customers via platforms like LinkedIn, X (formerly Twitter), and Facebook – lets us meet buyers where they are. It’s essentially the social-selling approach applied to outbound prospecting: using social networks to identify and build relationships with prospects, rather than relying solely on cold emails or calls.

Social prospecting works better than traditional outreach because it’s more personal and timely. Instead of interrupting prospects with unsolicited calls, we can earn attention by sharing relevant insights, commenting on their posts, and building familiarity. 

The stats back this up: 78% of salespeople who use social selling outperform peers who don’t use social media (8), creating 45% more opportunities and being 51% more likely to hit quota (8). And it’s not just about quantity of leads – it’s about quality. According to recent research, 33% of marketers say their most promising leads come from social media channels (6), likely because social interactions help qualify interest.

From a buyer’s perspective, a strong social presence signals credibility. When a prospect checks your LinkedIn profile and sees industry articles, helpful posts, and mutual connections, you’ve established trust before the first conversation. Compare that to a generic cold email from a stranger. It’s no surprise that social selling influences over 50% of revenue for major B2B industries like software and healthcare (3). In short, social media prospecting allows us to open doors that traditional tactics leave closed – and it does so at scale.

How to Prospect on Social Media: Key Strategies for B2B Sales

So, how do we actually prospect on social media effectively? It’s more than just firing off LinkedIn connection requests. Social prospecting requires a strategic, value-driven approach. Let’s break down the playbook into actionable steps that any CMO, VP of Sales, or SDR leader can implement:

1. Identify Your Ideal Prospects (and Where They “Live” Online)

50% of B2B buyers rely on LinkedIn as a trusted source for purchase decisions.

Reference Source: OptinMonster

Successful social prospecting starts with knowing who you want to reach and which platforms they frequent. Define your ideal customer profile (ICP) – the industries, company sizes, job titles, and regions that make up your best opportunities. Then research where those targets are most active. For B2B decision-makers, the answer is almost always LinkedIn first. With over 1 billion members (and ~16% active daily) on LinkedIn (3), it’s the top network for business professionals. In fact, 50% of B2B buyers specifically use LinkedIn as a trusted source for purchase decisions (3).

However, don’t ignore other channels if they fit your audience. For example, many tech CEOs and journalists engage on X (Twitter), niche IT communities thrive in Reddit or specialized forums, and small business owners might network in Facebook Groups. The key is to focus your efforts where your ideal prospects already gather. If your ICP is CTOs in cybersecurity, LinkedIn groups and industry Slack communities could be goldmines. If you sell into creative agencies, Instagram or design forums might be relevant. We need to select the best platforms based on our ICP rather than casting a blind wide net (6). This ensures time is spent on channels with the highest conversion potential.

Actionable Insight: Create a simple chart of your top 2–3 buyer personas and list the social platforms or communities each is most likely to use. For instance: “CIO at mid-market finance company – active on LinkedIn, occasionally reads posts on X.” Use this to prioritize where your team will dedicate their social prospecting time.

2. Leverage Advanced Search & Social Listening to Find Leads

90% of consumers use social media to track trends. Smart teams use listening tools to turn opinions into strategy.

Reference Source: Sprout Social

Once you know where to look, how do you find specific prospects to reach out to? This is where the magic of social networks comes in. Take LinkedIn: with LinkedIn Sales Navigator, you can apply over 20 filters to zero in on exactly the right prospects.

For example, you might filter for “VP of Operations” at companies in the logistics industry with 200–1000 employees in the EU. Sales Navigator will instantly give you a tailored lead list of prospects matching those criteria – a task that would take ages with cold calling lists. 

Use keywords and boolean searches on LinkedIn to refine further (e.g. find marketing directors interested in “AI software”). If you don’t have Sales Navigator, even the standard LinkedIn search with filters (location, title, company, etc.) is extremely powerful for prospecting. Make the most of LinkedIn’s advanced search filters to pinpoint prospects by job title, industry, location, and more (6).

Beyond LinkedIn, use social listening techniques: track relevant hashtags, keywords and discussions where your prospects might be active. On X, for instance, you could monitor hashtags like #CIO, #ITsecurity, or phrases like “looking for [tool]” to spot potential sales leads seeking solutions. On LinkedIn, follow industry hashtags and subscribe to newsletters or posts from thought leaders your prospects follow – this often reveals active commenters who could be leads.

Keep an eye out for buying signals in public posts. Phrases like “Can anyone recommend…?” or “Any advice on…” are gold (6). For example, if a VP on LinkedIn asks “Can anyone recommend a good CRM for a mid-size SaaS?” and you sell exactly that, you’ve identified a warm prospect. Join relevant LinkedIn Groups or Facebook Groups where your target buyers ask questions and share challenges. These groups can be hunting grounds for business leads – just be sure to add value to the conversation, not spam it (more on engagement soon).

Actionable Insight: Set up a routine for social listening. For instance, each morning an SDR could spend 15 minutes scanning LinkedIn for new posts by target accounts or relevant questions in groups. Using tools like Hootsuite or Sprout Social, you can even create streams tracking specific keywords or hashtags across platforms. This proactive listening surfaces prospects who have real-time needs that you can solve – enabling perfectly timed outreach.

3. Optimize Your Profile – First Impressions Count

LinkedIn profiles with photos get 21x more profile views and 36x more messages.

Reference Source: Forbes

Before you contact anyone, ensure your own social media profile – especially LinkedIn – is buyer-ready. Why? Because the moment you engage a prospect, they will check who you are. A poorly crafted profile can undermine your credibility, whereas a strong profile works like a 24/7 pitch. Optimize your LinkedIn profile for prospecting success:

• Use a professional photo (headshot with a friendly, polished look). Profiles with photos get far more acceptance and replies.
  
• Write a headline that goes beyond your job title – speak to the value you offer. For example, instead of “Sales at Martal Group,” try “Helping B2B tech companies drive pipeline growth via social selling and outbound sales (Martal Group).”
  
• Craft a concise About summary that highlights your expertise in solving the types of problems your prospects face. Mention relevant accomplishments, e.g., “10+ years helping enterprises optimize IT workflows – 3X award-winning sales consultant.”
  
• Populate your experience with a focus on results (e.g., “Delivered 120% of quota in 2023; Generated $5M in pipeline via LinkedIn outreach”).
  
• Add rich media or links to case studies, testimonials, or content you’ve created (webinars, blog posts) that a prospect might find useful. This social proof can be powerful.

Think of your profile as a landing page for your personal brand. The goal is that when a prospect lands there, they immediately see: “This person understands my industry and might have something valuable to offer.” A well-optimized profile lends authority to every message you send and content you share, making prospects far more likely to accept your connection and respond.

4. Engage Authentically Before the Pitch

It takes an average of 5–8 meaningful interactions before a prospect is ready to respond to a sales conversation.

Reference Source: Rain Group

One common mistake in social prospecting is skipping straight to a sales pitch. Social platforms are, first and foremost, social – it’s about conversations and value exchange, not one-way cold call scripts. We need to earn the right to pitch by building some rapport and providing value upfront.

Start by engaging with your prospect’s content. Follow their posts, and when they share something, leave a thoughtful comment or ask a smart question. For example, if a target prospect on LinkedIn posts about a challenge in supply chain efficiency, you might comment with an insight: “Great point – we’ve seen other logistics firms struggle with this as well, especially when scaling. Have you tried looking into predictive analytics for demand planning? We’ve found it can reduce those bottlenecks.” This isn’t a pitch; it’s a value-added interaction that gets you noticed. Even a simple “Thanks for sharing these insights – very relevant to [X]” can put you on your prospect’s radar in a positive way.

Consistent engagement is key. Like their posts, share relevant articles with them tagged if appropriate, congratulate them on achievements (new role, company news, etc.). This consistent, genuine interaction keeps you on the prospect’s radar and builds familiarity over time (6). People are much more likely to respond to someone they recognize as an insightful contributor in their feed, rather than a random stranger.

Over time, these micro-engagements establish an online relationship. The prospect starts seeing you as part of their professional network – or at least as a knowledgeable industry peer – rather than just another seller. So when you eventually reach out directly, it doesn’t feel “cold” at all. In many cases, by the time we send a direct message, the prospect might think, “Oh, I know this person, they often share useful stuff.” That warm familiarity is social prospecting’s secret sauce for higher response rates.

5. Share Value-Driven Content to Attract Prospects

Employees’ social content is 8x more engaging than content shared by a brand account.

Reference Source: EveryoneSocial

Another way to lure prospects to come to you is by regularly sharing content that matters to them. By posting valuable insights, you can generate inbound interest and demonstrate expertise. Follow the 50/30/20 rule for social media content as a guideline: roughly 50% of what you post should engage (e.g. thought-provoking questions, industry news), 30% should inform (educational content, how-tos), and only 20% directly promote your product or service (1) (2). In practice, that means most of your posts should educate or entertain your B2B audience, not sell to them.

For a sales leader, “content” might sound like marketing’s job, but even simple actions can help. Share a brief LinkedIn post about a trend you’ve observed (“Seeing a lot of fintech firms exploring AI in customer service – here’s a quick take on what it means…”), or repost a relevant article with your commentary on why it’s important. Curating third-party content is fine too – you don’t have to reinvent the wheel. If Gartner releases a relevant study or Forbes publishes an interview your prospects would care about, share it with a note “Key insight from this piece is X, which echoes what we’re hearing from clients.” This positions you as a helpful expert in the space.

Over time, your prospects (and other industry peers) will start noticing your content. Some may engage by liking or commenting – new prospects might surface from those interactions, as their connections see your posts. Crucially, when you do reach out to a targeted prospect, they’re likely to glance at your profile activity – seeing a feed of valuable posts and comments immediately boosts your credibility. It’s subtle social proof that “this person knows their stuff.” In fact, LinkedIn reports that social selling leaders often have larger networks and create more content, which correlates with 45% more sales opportunities (5). The takeaway: sharing content isn’t just brand-building fluff; it directly contributes to pipeline by warming up your audience.

Finally, remember to balance content with conversation. Posting and engaging should go hand in hand. If someone comments on your post – especially a prospect – reply back. Use it as an opening to start a dialogue (even move to DMs if appropriate). This interplay of content marketing and direct engagement is what makes social prospecting so effective.

6. Personalize Your Outreach Messages

71% of buyers want tailored, relevant brand interactions.

Reference Source: Clearview Social

When the time comes to reach out directly – whether via a LinkedIn connection request, InMail, or a Twitter DM – personalization is non-negotiable. Gone are the days of blasting messages using sales email templates to 100 prospects and hoping one sticks. Today’s buyers expect you to tailor your communication to them; in fact, 71% of consumers (and by extension B2B buyers) expect companies to deliver personalized experiences (6). Sending a generic “Hi, we do XYZ, let’s connect” will likely be ignored or declined.

Instead, reference something specific to that prospect to show your outreach isn’t copy-paste. For example, begin your LinkedIn connection note or message with a line about why you chose to reach out: “Hi Sarah – I noticed your post about reducing supply chain costs. As someone who works with logistics firms on process automation, I’d love to connect and keep up with your insights.” This immediately signals that you’re not just another spammy sales pitch; you’ve done your homework and have a relevant reason to start a conversation.

Good personalization can draw on various cues: mutual connections, something from their profile (e.g. shared alma mater or professional interest), recent company news (“Congrats on the product launch…I work in this space and would enjoy exchanging ideas on go-to-market strategies”), or content they shared (“You posed a great question about data security last week – we’ve been tackling that issue recently, happy to share what we’ve learned”). Tailoring your message to each prospect’s context and needs dramatically improves response rates (6). It shows respect for their time and that you’re offering something relevant.

Also, keep the tone authentic and conversational – social messages are not formal emails. It’s perfectly fine (even preferable) to be more informal and human. For instance: “Hey John, we haven’t met, but I liked your recent article on fintech trends – gave me a few ideas. Mind if we connect here? We work with a lot of fintech marketing teams, so I’m always looking to learn more from experts like you.” This kind of approachable tone can set you apart from stiff corporate pitches.

One more tip: voice/video messages on LinkedIn can be a secret weapon. If appropriate, sending a short 30-second voice note to a prospect (introducing yourself and why you’re reaching out) can really personalize the touch. Hardly anyone uses these features, so you’ll stand out – and they’ll literally hear there’s a real human behind the message.

7. Follow Up and Nurture Consistently

80% of sales require at least 5 follow-ups after the initial contact.

Reference Source: Momencio

Social prospecting is rarely a one-and-done touch. Just like with emails or calls, follow-up is where a lot of the magic happens. Maybe a prospect didn’t respond to your first LinkedIn message – that’s normal. They might have meant to but got busy, or wanted to see your content a bit more first. 

Don’t be afraid to follow up after a few days or a week, ideally adding new value each time. For example, your second message might be: “Hi Mike, since my last note, I came across a case study that reminded me of your industry – sending it here in case it’s useful. Have you been exploring any new solutions for [pain point] recently?” This keeps the conversation alive and shows you’re thinking about their needs, not just pushing a meeting.

If a prospect shows any sign of interest – such as accepting your connection request, replying casually, or even clicking links you shared – make sure to deepen the engagement. 

Strike while the iron is warm: thank them for connecting and ask a question to start a dialogue (“Curious, how are you handling [challenge] at your company? I’m hearing it a lot in our space.”). If they engage back, you can gradually guide the conversation toward a more concrete next step, like a call. 

The key is to keep it helpful and two-way. Use multiple channels for follow-up if needed; for instance, if you connected on LinkedIn but haven’t heard back to a message, you might send an email referencing your LinkedIn conversation. 

This kind of omnichannel follow-up reinforces your presence. Prospects might ignore one channel on a given day, but catch you on another. (We’ll discuss omnichannel strategy more shortly.)

One caution: remain respectfully persistent, not pushy. Social platforms are personal spaces, so we must tread carefully. Follow up a couple of times over a few weeks, but if you get silence after several well-spaced attempts, give the person some breathing room. Continue engaging with their posts over time and they may come back around. Lead nurturing via social is a long game – some prospects who ignore messages initially will respond months later after seeing you consistently adding value in their feed.

Pro Tip: Keep track of your social touchpoints in your CRM or sales engagement tool, just as you would emails and calls. This helps ensure no prospect falls through the cracks and you can coordinate messaging across channels. Many modern CRMs let you log LinkedIn messages or even integrate messaging sequences that include social steps.

8. Measure Engagement and Refine Your Approach

40% of high-performing teams say AI improves their understanding of customer needs.

Reference Source: Salesforce, State of Sales

As with any sales tactic, you’ll want to measure how your social prospecting efforts are performing. Key metrics to track include: connection acceptance rate (what percentage of connection requests convert to connections), response rate on your initial messages, and eventually leads or qualified appointments generated from social outreach. 

LinkedIn’s Social Selling Index (SSI) is a useful composite metric – it scores you on elements like how effective you are at establishing your brand, finding the right people, engaging with insights, and building relationships on LinkedIn. A rising SSI over time is a good indicator your social prospecting is working (social selling leaders tend to have high SSI and see correspondingly higher sales results (5)).

Source – LinkedIn – Social Selling Index (SSI) 

Also pay attention to qualitative feedback. Which messages are getting positive reactions? What content seems to spark conversation with prospects? You might find, for example, that your posts about industry benchmarks get a lot of comments from prospects – a signal to do more of those. Or maybe personalized videos in messages get far better responses than text – so you adjust your tactics accordingly.

Social platforms also provide analytics: on LinkedIn you can see who viewed your profile, how many people engage with your posts, and even which companies or titles are interacting. Use those insights. If you notice a spike in profile views from a certain target account after you engage their posts, that’s a green light to reach out – their interest is piqued. Conversely, if you’re not seeing any profile view or reply from a prospect after multiple touches, perhaps your approach needs tweaking (or they’re just not active online and better reached via another channel).

Finally, don’t forget to celebrate the wins and share them with your team. When a sales development representative books a meeting thanks to a LinkedIn interaction or closes a deal that started on social, highlight that story. It reinforces the value of social prospecting to the whole organization and motivates the team to embrace these methods. In 2025, social prospecting success stories are becoming more common – from “Twitter friends” turning into clients, to million-dollar deals sourced via LinkedIn outreach services. Track it, optimize it, and watch this channel become a major contributor to your B2B revenue engine.

LinkedIn Prospecting Best Practices

Sales reps with high LinkedIn Social Selling Index (SSI) scores create 45% more opportunities than those with lower scores.

Reference Source: LinkedIn Sales Solutions

If social media prospecting is the strategy, LinkedIn is the star player on the field for B2B. LinkedIn has rightly earned its reputation as the go-to platform for B2B networking and outbound lead generation: 80% of B2B social media leads come from LinkedIn (4), and 65% of B2B companies say they have acquired a customer through LinkedIn (4). As experienced sales leaders, we know that mastering LinkedIn can dramatically boost our pipeline. Let’s drill down into some LinkedIn-specific tactics and best practices to maximize results:

Use LinkedIn Sales Navigator to Its Full Potential

LinkedIn Sales Navigator is an indispensable tool for serious social prospecting. If your team isn’t using it yet, it’s worth the investment. Sales Navigator’s advanced search lets you filter prospects by criteria like company size, function, seniority level, geography, and even by recently posted content. Take advantage of features like Saved Searches (which will alert you to new profiles that meet your criteria each week) and Lead Lists (to organize prospects into targeted lists, e.g. “Top 50 target CMOs in fintech”). Navigator also provides lead recommendations based on your preferences and shows you who’s been active on LinkedIn in the past 30 days – extremely handy for prioritizing warm prospects.

Another killer feature is TeamLink, which shows if your colleagues are connected to a prospect (great for finding referral opportunities or warm intros). And don’t overlook the power of InMail via Sales Navigator – you get a certain number of InMail credits to message people outside your network. InMail tends to have higher visibility than a cold email, especially if the person is active on LinkedIn. Some sales orgs report better reply rates on InMail – one study found sponsored InMails had an 11x better response than email in certain campaigns (4). While that’s a specific case, it underlines that LinkedIn messages often cut through the noise better for high-level execs whose email inboxes are saturated.

Lastly, Sales Navigator provides insights on accounts and leads – like news mentions, job changes, and posts – right on the dashboard. Encourage your SDRs to check those insights daily. If Sales Nav tells you “Company X just raised Series B” or “CTO of Company Y posted on LinkedIn for the first time in a while,” those are triggers for outreach. Essentially, Sales Navigator helps you be at the right place at the right time with prospects, armed with context.

Personalize Connection Requests (Quality > Quantity)

On LinkedIn, your connection request strategy can make or break your prospecting. A few best practices we swear by:

• Always add a note when connecting with a prospect (unless you’ve met in person). A brief note that introduces who you are and why you’d like to connect vastly improves acceptance rates. Mention commonalities or a specific reason: e.g. “Hi Maria, as a fellow supply chain professional I enjoyed your recent panel discussion – would love to connect and keep in touch.”
  
• Keep it short and genuine. 2-3 sentences maximum. Long-winded invites can overwhelm. You’re not pitching in the invite; you’re just opening the door.
  
• Don’t sell in the connection request. Pitches in the invite message turn people off. The goal is to get connected first. You can provide value or ask a question after they accept.
  
• Mind your tone and phrasing. Use a friendly, collegial tone. For example, “It’d be great to connect here – I’m always looking to learn from other leaders in [their industry]” comes off as friendly, whereas “I’d like to add you to my network to discuss how our solution can help you” is transparently self-serving.
  
• Send invites in small, targeted batches. LinkedIn may restrict your ability to send many connection requests if too many go ignored. It’s better to send, say, 5–10 highly personalized invites per day and maintain a high acceptance rate, than blast 50 generic ones and get flagged.

One more tip: look at a prospect’s recent activity or posts before crafting your invite note. If they commented on an article, you might reference that: “Noticed your comment on the cloud security post – spot on! We’re hearing similar concerns from clients. Let’s connect?” This shows right away that you’re engaging with what they care about.

Leverage Content and LinkedIn Features for Visibility

Beyond direct outreach, LinkedIn offers various features that can bolster your prospecting:

• LinkedIn Posts/Articles: Encourage your sales team (and subject matter experts in your company) to post content on LinkedIn. Whether it’s short posts or longer LinkedIn articles, this content can attract prospects inbound and give you material to share in outbound efforts. Consistency is key – even posting once a week can make a difference, since only ~1% of users post weekly (4), meaning those who do get disproportionate visibility.
  
• LinkedIn Stories/Newsletter (if applicable): Some have access to LinkedIn Stories or the ability to create a Newsletter on LinkedIn. These can further establish thought leadership. For example, a bi-weekly LinkedIn newsletter on “AI in Finance – Tips from the Field” can gather followers (many of whom could be prospects).
  
• LinkedIn Groups: Join a few LinkedIn Groups relevant to your industry or your prospects’ interests. Engage there by answering questions or posting resources (without being too self-promotional). Active group participation can lead to connections. Just by virtue of being in the same group, your connection requests may feel warmer (“We’re both members of the FinTech Leaders group…”).
  
• Profile Viewing: Here’s a subtle hack – looking at someone’s profile can sometimes prompt them to check you back (curiosity effect). Ensure your profile is appealing (as discussed) so that if a prospect sees “John Doe viewed your profile,” they might click and subsequently accept your pending invite or even message you. Some reps use this tactically: view a prospect’s profile a day before sending a connection request; they may recognize your name when the invite comes.
  
• Engage with Company Pages: Follow target company pages and engage with their posts. Occasionally, prospects might notice an insightful comment you left on their company’s update and start a conversation from it. At minimum, it displays your interest in their world.

Remember, the more familiar your name and face become in a prospect’s LinkedIn feed, the less “cold” any direct outreach will be. It’s a one-two punch: content for broad warming, and targeted lead generation and messaging for direct engagement.

Track Social Touches in Your Cadence

We often treat LinkedIn outreach as separate from our “official” sales cadence, but it shouldn’t be. Integrate LinkedIn steps into your outbound cadence alongside calls and emails. For example, a multi-touch sequence for a high-value prospect might look like:

• Day 1: Send LinkedIn connection request with note.
  
• Day 3: If connected, send a brief thank-you + value message on LinkedIn. If not yet connected, perhaps send a short email referencing a LinkedIn message (“Just sent you a connect request – wanted to share an idea directly as well…”).
  
• Day 7: Engage with a LinkedIn post of theirs (leave a comment).
  
• Day 10: Send LinkedIn InMail (if not connected and no response via email either).
  
• Day 14: Call or voicemail referencing something from their LinkedIn (e.g., “I saw on LinkedIn that your company is expanding to APAC – we recently helped another firm with that via …”).
  
• Day 15: Another email or LinkedIn message with a useful content attachment (case study, etc.).
  
• And so on, mixing channels over a few weeks.
  

This orchestrated approach ensures LinkedIn isn’t an afterthought but a core part of the sequence. And it pays off: sales sequences using 3 or more channels (e.g. LinkedIn + email + phone) see a 287% higher response rate than single-channel outreach (7). In our experience, some prospects might never respond on email but will reply in a LinkedIn DM, or vice versa. Covering multiple bases maximizes your chances of connecting.

LinkedIn also can indicate the best times to reach someone. If you notice a prospect posts or comments at 7am every day, that might be a good time to message them as they’re clearly online and active. Conversely, some prospects check LinkedIn only sporadically – for them, an email might reach them faster. Tracking touches and responses will help you gauge each prospect’s behavior.

Stay Compliant and Respectful

A quick note on compliance and etiquette: when prospecting on LinkedIn, be mindful of the platform’s rules and the user experience. Avoid aggressive automation tools that violate LinkedIn’s terms – aside from the risk of getting your account restricted, an overly automated approach can lead to impersonal interactions (the opposite of what we want). It’s okay to use prospecting tools to streamline (for example, scheduling posts, or using templates to draft messages), but ensure there’s a human touch and you’re not spamming connection requests. Quality always beats quantity on LinkedIn.

Also, respect boundaries. If someone says they’re not interested, or you’ve messaged 2-3 times with no response, it’s usually best to pause and perhaps try them via a different channel later. LinkedIn is a public professional space – you don’t want to develop a reputation for being that pushy salesperson in people’s inboxes. As a rule, treat prospects on social media with the same respect and empathy as you would at an in-person networking event or conference.

By following these LinkedIn best practices, you’ll cultivate a strong presence and an effective outreach process on the platform that yields real B2B leads. LinkedIn has been a game-changer for our team’s prospecting, and with the right approach, it can be for yours as well.

Beyond LinkedIn: Other Social Media Channels for B2B Prospecting

Sales reps using social selling outperform 78% of their peers.

Reference Source: Qwilr

LinkedIn may dominate B2B social prospecting, but it’s not the only player. A robust social prospecting playbook considers other platforms where your prospects spend time. Depending on your industry and audience, channels like X (Twitter), Facebook, and even Instagram or YouTube could play a supporting role in your outreach strategies. Here’s how B2B sales teams can leverage these platforms:

• X (Twitter): Twitter (now X) is a hub for real-time conversations and thought leadership. Many executives, journalists, and tech-savvy professionals use X to discuss industry news and trends. By following your target accounts on X, you gain insight into their unfiltered thoughts and interests. You can engage by liking or replying to their tweets (just as with LinkedIn posts, keep it helpful and relevant). 

Twitter’s advanced search is a powerful tool: try searching for keywords like “need recommendation [your solution]” or “[competitor] vs” to find users who are actively seeking solutions. 

Building a presence on X – even just sharing interesting articles and using relevant hashtags – can lead prospects to view you as part of their knowledge network. 

We’ve had scenarios where an executive we couldn’t reach via email responded to a casual Twitter reply, which opened the door to a meeting. Use X especially for industries that have a strong Twitter community (software developers, cybersecurity experts, digital marketers, etc., often have active Twitter circles).

• Facebook: While often seen as more of a B2C or personal network, Facebook shouldn’t be written off completely for B2B. Facebook Groups are where a lot of niche communities live. 

There are groups for everything from “Manufacturing CFO Network” to “HR Professionals in Healthcare” – some with thousands of members sharing advice. Joining and contributing in these groups can surface prospects (ensure you follow group rules and provide value, not sales pitches). 

Additionally, many small business owners and local B2B service providers are active on Facebook with their business pages. If SMBs are your target, a bit of Facebook prospecting could go a long way. At minimum, make sure your company has a professional Facebook page and that your SDRs have updated profiles, since some prospects will search on every platform for consistency.

• Instagram: Instagram is visual and not a typical prospecting ground for B2B, but it can be relevant in certain contexts. For example, if your targets are in industries like hospitality, retail, or creative services, they might be showcasing their business on Instagram. 

Engaging with a prospect’s company Instagram posts (commenting positively on a new product photo, etc.) can complement your outreach. Instagram can also humanize your team – sharing some company culture or behind-the-scenes content can make prospects feel more connected to your brand on a personal level. Use with caution and only if it aligns with your industry; don’t force Instagram if your buyers don’t frequent it.

• YouTube and Video Platforms: Some companies and executives put out video content – webinars, interviews, product demos, etc. Subscribing to a prospect’s YouTube channel or commenting on their videos (in a thoughtful way) is another touchpoint. 

Also, consider using YouTube or Vimeo to host your own short videos addressing common pain points in your industry; you can then share these as resources in prospect conversations. Video content is highly engaging, and being able to point a prospect to a 2-minute video where you explain a solution (perhaps one you recorded specifically for prospects) can set you apart. It’s a social prospecting method in the sense that it leverages social video platforms to initiate contact and build credibility.

• Slack & Online Communities: Outside traditional “social media,” many B2B professionals congregate in invite-only Slack communities, Discord servers, or forums (like Spiceworks for IT pros, Stack Exchange for developers, etc.). 

These can be prospecting gold if approached correctly. If you’re in a Slack community of CIOs, for instance, participating in discussions without overt selling can lead to direct messages and inquiries about your services. The key is to genuinely contribute expertise. These are less about marketing and more about relationship building. Our team members join relevant communities both to learn and to network – over time, people notice and reach out for help (which can segue into a business opportunity naturally).

In summary, choose secondary platforms that make sense for your audience, and treat them as supplements to your core LinkedIn strategy. 

Ensure that your brand voice and professionalism carry across all channels – a prospect might engage with you on multiple platforms, and you want to present a cohesive persona. Most importantly, keep the outreach contextual to the platform. A casual tweet might not be appropriate on LinkedIn and vice versa. Adapt while maintaining consistency in your value proposition.

Each of these channels can feed into an omnichannel prospecting strategy – which we’ll dive into next. By being present and active where your prospects are, you increase the odds of serendipitous encounters that turn into sales conversations. The B2B buyer’s journey is no longer linear or confined to one channel; our prospecting approach shouldn’t be either.

Top B2B Social Media Prospecting Tools

Businesses focusing on social selling are 51% more likely to hit their sales goals.

Reference Source: LinkedIn

Having the right lead generation tools can significantly amplify your social prospecting efforts. While great prospecting is ultimately about human-to-human connection, tools help us scale our reach, stay organized, and gather insights that would be tough to get manually. Here’s a rundown of top B2B social media prospecting tools we recommend (especially for LinkedIn, given its importance):

1. LinkedIn Sales Navigator

What it is: LinkedIn’s premium prospecting platform.
Why it’s useful: As discussed, Sales Navigator is the go-to tool for finding and managing prospects on LinkedIn. It provides advanced search filters (by company size, role, seniority, geography, etc.), lead recommendations, and the ability to save leads and accounts. It also alerts you to prospect activity (job changes, posts, company news) which can be perfect triggers for outreach. Navigator essentially turns LinkedIn’s vast database into a targeted lead list at your fingertips.

Key Features: Lead & Account search filters, InMail credits to message outside your network, Saved searches with alerts, Notes and tags on lead profiles, TeamLink to see team connections, and CRM integrations (with tools like Salesforce or HubSpot to sync lead data). It’s a cornerstone of any LinkedIn prospecting strategy. If you’re not using it, you’re leaving a lot on the table – think of it as “LinkedIn on steroids” for B2B sales teams.

2. LinkedIn Sales Insights

What it is: A relatively new LinkedIn tool (for Sales Navigator customers) that provides aggregated data on markets and accounts.
Why it’s useful: Sales Insights isn’t for individual prospect outreach but for sales planning. It helps you identify which industries or regions are growing, where decision-makers are changing roles, etc., using LinkedIn data. For example, you can discover that “Healthcare companies in Europe have had a 20% increase in hiring for data security roles” – indicating a trend and potential need. This macro-level insight can guide your prospecting focus (perhaps you decide to target that sector with a specialized campaign).

Key Features: Ability to filter LinkedIn’s entire member base by various attributes to spot trends, view total addressable market statistics, and monitor changes at target accounts (like headcount growth, new hires in certain positions). It essentially lets sales leaders use real-time data to answer strategic questions about where the opportunities are. For a CRO or Sales VP, Sales Insights can help ensure your team’s prospecting efforts align with where the market demand is hottest.

3. CRM with Social Integration (e.g., HubSpot, Salesforce)

What it is: Your customer relationship management system, ideally one that integrates social media data.
Why it’s useful: A good CRM is the command center for all prospecting. CRMs like HubSpot or Salesforce allow you to log LinkedIn touches, track conversations, and even see social media interactions (some CRMs will show if a contact opened your email and clicked your LinkedIn link, for example). When you integrate social prospecting into the CRM, you ensure no context is lost. You can set tasks like “Connect on LinkedIn” or “Follow on Twitter” as part of sequences, ensuring reps execute those steps. Also, having profile info and recent activity notes stored in the CRM means when a deal progresses, any team member can see the full history (e.g., “oh, this lead came from a LinkedIn message responding to our webinar post”).

Key Features: Look for CRM capabilities such as social profile enrichment (pulling in a contact’s LinkedIn profile info automatically), logging of InMail or message activity (some require browser extensions for this), and sequence/cadence management that includes social steps. A well-integrated CRM prevents social leads from slipping through cracks and provides valuable analytics (like which channel initiated the contact that led to an opportunity).

4. Social Listening & Scheduling Tools (e.g., Hootsuite, Sprout Social)

What they are: Platforms to monitor social media feeds and schedule posts.
Why they’re useful: Hootsuite and Sprout Social (among others) let you create custom streams to monitor keywords, hashtags, or specific user activities across multiple social networks in one dashboard. For prospecting, this is incredibly useful for keeping an eye on conversations without manually checking each platform. For example, you can set up a Hootsuite stream to track every time your target company or CEO is mentioned on Twitter, or whenever someone uses a hashtag relevant to your product category on LinkedIn. This gives you actionable intelligence in real time.

On the scheduling side, these tools help ensure your team consistently posts content and engages, by allowing you to queue up posts in advance and even suggest optimal times. Consistent posting = more visibility with prospects. And if multiple reps or execs at your company are posting, a tool like Hootsuite can coordinate efforts so you’re not overlapping or going quiet for long stretches.

Key Features: Keyword/hashtag monitoring streams, multi-platform support (manage LinkedIn, Twitter, Facebook, etc., from one place), content calendars for scheduling posts, analytics on engagement, and team collaboration features (e.g., assigning a social media mention to a specific rep to follow up). These tools save time and ensure you never miss an important social mention or opportunity to chime in.

5. Sales Intelligence Tools (e.g., ZoomInfo, Lusha)

What they are: Databases and plugins for contact/company information.
Why they’re useful: ZoomInfo and Lusha are well-known for providing direct contact data (emails, phone numbers) and firmographics. How does this relate to social prospecting? Think of it this way: you might identify a great prospect on LinkedIn who isn’t responding to messages. A tool like ZoomInfo can give you their work email and phone, so you can reach out via another channel (and perhaps mention something from their LinkedIn content for context). Conversely, you might get alerted (via Sales Navigator or Sales Insights) to a company expanding or a lead changing jobs – ZoomInfo can help you quickly pull a list of other decision-makers at that company or update your CRM with the new info.

Key Features: Contact search by name/company with direct contact info, company lookups (size, tech stack, org charts), news and intent data (ZoomInfo in particular offers “Scoops” and buyer intent signals that can complement what you see on social). Many sales teams use these tools in tandem with LinkedIn: LinkedIn gives the personal touch and context, while ZoomInfo provides the concrete data to make multichannel contact. It streamlines the research process and ensures you have alternate ways to reach a prospect if social messaging fails.

6. Sales Engagement Platforms (e.g., Outreach, Salesloft)

What they are: Tools to automate and manage multi-step sales cadences across channels.
Why they’re useful: Platforms like Outreach or Salesloft allow you to build sequences that include emails, calls, voicemails, and crucially, LinkedIn tasks. For example, a sequence might automatically remind an SDR to “Send LinkedIn connection request” on Day 2, “LinkedIn follow-up message” on Day 5, etc., as part of the workflow. This ensures social touches are not left to memory or done ad hoc – they become a repeatable part of your sales process. These platforms also provide analytics, so you can measure the impact of adding social steps (e.g., does a cadence with 2 LinkedIn touches yield a higher reply rate than one without? Often yes!).

Key Features: Multi-channel sequence builder, task management (with alerts for reps to complete social steps), email integration (for automated sends), click-to-call, and performance dashboards. Some even integrate directly with LinkedIn Sales Navigator to send InMails at scale (still personalized, but managed in one place). A good sales engagement tool helps you scale your social prospecting to many leads while maintaining personalization – it’s the backbone for orchestrating omnichannel outreach effectively.

7. Content Sharing & Employee Advocacy Tools (e.g., Clearview Social, EveryoneSocial)

What they are: Platforms that make it easy for team members to share approved content on their personal social profiles.
Why they’re useful: One challenge in social prospecting is getting busy sales reps to consistently share content and stay active. Clearview Social or EveryoneSocial solve this by curating a feed of relevant content (blog posts, whitepapers, company news, industry articles) and with one click, reps can share it to their LinkedIn or Twitter. These tools often come with leaderboards or gamification to encourage participation. By using them, you can dramatically increase your team’s social visibility with minimal effort – important for nurturing prospects over time.

For example, if Martal Group publishes a new e-book on “Top 10 Social Selling Tips,” an advocacy tool can prompt each SDR to share it on LinkedIn. Suddenly, that valuable content is in front of hundreds or thousands more people (their connections), which might include prospects you haven’t even discovered yet. It amplifies reach and credibility. In fact, content shared by employees can sometimes get significantly higher click-through rates than when the company shares it (6), because it feels more authentic.

Key Features: Content library (often pre-loaded by marketing or sales enablement), one-click sharing to multiple networks, scheduling for optimal times, analytics on clicks/engagement per user, and gamified leaderboards to spark friendly competition (“Who’s getting the most engagement this month?”). If scaling social selling is a priority, these platforms can be a game-changer to keep the whole team active and consistent.

8. AI Writing Assistants (e.g., ChatGPT, Grammarly)

What they are: AI-powered tools to help craft messages and content.
Why they’re useful: Crafting personalized messages and insightful content takes time – AI can help lighten that load. Tools like ChatGPT can generate first drafts of outreach messages based on prompts (e.g., “Write a LinkedIn message to a VP of HR referencing their recent post about remote work trends”). 

While you should never just copy-paste AI output without personalization, it can provide a strong starting point that you then customize. This is especially handy for repetitive tasks like writing an email follow-up or turning bullet points into a coherent paragraph. Meanwhile, Grammarly or other writing aids ensure your messages have professional tone and correct grammar – crucial for making a good impression.

Key Features: Natural language generation for emails or social messages, tone adjustment (some tools let you set to “friendly” or “formal” depending on what’s appropriate), and grammar/style corrections. 

In 2025, we see many sales teams embracing AI to increase productivity – 61% of sales reps said AI is key to personalizing outreach (7), since it helps analyze data and suggest tailored content. Just remember, AI is an assistant, not a replacement for genuine human touch. Use it to augment your skills – e.g., to brainstorm new angles for a message or to summarize a long article into shareable bits for LinkedIn – and you’ll save time that can be reinvested in actual relationship-building.

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These tools, when used together, form a robust social prospecting tech stack. LinkedIn’s native tools give you the data and reach, CRMs and engagement platforms give you process and scale, and various auxiliary tools ensure you’re efficient and consistent. Importantly, all tools should serve your strategy, not drive it. It’s easy to get caught in the shiny-object syndrome with sales tech – so choose tools that fit your team’s workflow and focus on training your team to use them effectively. A Sales Navigator license unused, or an Outreach sequence not updated with social steps, is wasted potential.

In our experience working with many B2B sales orgs, those that thrive are the ones that combine skilled people, a solid process, and enabling technology. We’ve armed you with a list of top tools – the next step is weaving them into an omnichannel marketing approach that maximizes every prospect touch.

Integrating Social Media Prospecting into an Omnichannel Outbound Strategy

Omnichannel campaigns with 3+ touchpoints yield a 287% higher response rate than single-channel outreach.

Reference Source: ProfitOutreach

Social media prospecting is incredibly powerful on its own – but it becomes unstoppable when woven into a broader omnichannel outbound strategy. As B2B sales leaders, we know that reaching prospects through multiple channels (social, email, phone, etc.) greatly increases our chances of connecting. Prospects move between online and offline modes; hitting the right note across channels ensures you stay on their radar.

Here’s how to blend social media, email, cold calling, and more into a cohesive outreach cadence that outperforms any single channel alone:

The Power of Multi-Touch, Multi-Channel

Why go omnichannel? Consider this: while LinkedIn might be the best place to initially engage a busy VP, an email might be where they prefer to set up a meeting, and a phone call might catch their attention when they’ve ignored everything else. Each channel has its strengths. Social platforms are great for warming up leads and providing context; email is excellent for detailed follow-ups and sharing sales collateral; phone calls (and voicemails) add a personal, urgent touch; even SMS or direct mail can play a role for certain campaigns. Research shows using a combination of at least 3 channels can massively boost response rates – one study found sequences with 3+ channels saw a 287% higher response rate than those using just one (7). Similarly, omnichannel follow-up strategies yield far higher conversion rates than single-channel approaches (7).

Think of it like an orchestra: each instrument alone is fine, but together they create a symphony that’s rich and hard to ignore. Omnichannel prospecting ensures that if a prospect is unresponsive on LinkedIn, you might still catch them via email, or if they don’t read their emails, perhaps a call or a Twitter interaction will do the trick. Plus, touches on different channels reinforce each other – a prospect seeing your LinkedIn message might be more inclined to open your email later because your name is familiar. In fact, adding LinkedIn touchpoints to a sales cadence has been shown to increase connection rates by 16% (7), illustrating that social touches lift results of traditional outreach.

Coordinating the Cadence

An effective omnichannel cadence is well-timed and coordinated, so you’re not inadvertently bombarding the prospect or sending mixed messages. Here’s an example structure for a 3-4 week cadence combining social, email, and phone:

• Day 1: LinkedIn – Send connection request with a brief personal note (social touch 1).
  
• Day 3: Email – Send a tailored introductory email, referencing something from their LinkedIn/profile (email touch 1). Keep it short and value-focused.
  
• Day 4: Phone – Make a call attempt. If no answer, decide whether to leave a voicemail. A voicemail could be along the lines of, “Hi, this is [Name] – I sent a note on LinkedIn and email, wanted to connect about [one-liner value prop]. I’ll try you again, or feel free to call back at…”.
  
• Day 7: LinkedIn – If not connected yet, maybe send an InMail. If already connected and no response to email, consider a LinkedIn message like, “Hi [Name], saw you’re connected now – appreciate that. Curious if [pain point or topic] is something you’re exploring? Happy to share insights.” (social touch 2).
  
• Day 10: Email – Follow-up email #2, perhaps sharing a relevant case study or article (“Thought you might find this piece interesting given our last message…”).
  
• Day 12: Phone – Second call attempt. You might reference that you sent over some info and would love to get their thoughts.
  
• Day 15: LinkedIn – Engage with a piece of their content or share something with them: “Hi [Name], I noticed your post about X – we actually wrote a guide on that, let me know if you’d like a copy.” No ask, just offering value.
  
• Day 18: Email or LinkedIn – whichever channel had any engagement. If none, try the opposite of what you did Day 15 (e.g., if you engaged on LinkedIn Day 15, send an email Day 18 with a soft ask like, “Would it be crazy if we set up 15 minutes to exchange ideas on [topic]?”).
  
• Day 21+: Break or task for later – If still radio silence, you might pause for a few weeks. You can keep lightly engaging on social (e.g., liking their posts occasionally), and perhaps set a task to circle back in a month with a fresh approach or new insight.
  

This is just one example – you’ll tailor timing and steps to what works for your audience. The key is persistence without annoyance. Notice we’re alternating channels and providing value nearly every step, not just repeating “did you get my message?”

One technique we use is the “triple touch” in one day (sparingly): for very high-value prospects, on Day 1 we might do a LinkedIn invite, an email, and a call all in the same day. The idea is they see you everywhere and it creates a pattern interrupt. If doing this, the messaging must be consistent across all three so it doesn’t seem disjointed (e.g., reference the fact you also reached out via other channels to show courtesy, not desperation). Used carefully, this can sometimes break through busy executives’ defenses. But space it out if no response – don’t triple-touch every day!

Consistent Messaging, Different Mediums

Omnichannel doesn’t mean saying completely different things on each channel; it’s about reinforcing your core message through multiple formats. Ensure your value proposition and understanding of the prospect’s pain point stays consistent across messages. For example, you might center your outreach around a key theme – say, “reducing IT downtime by 50%”:

• On LinkedIn you comment about IT downtime issues.
  
• In email you lead with “Quick idea to cut your IT downtime by half – seen it work elsewhere.”
  
• On a call you open with, “I know uptime is gold in your industry; we have some thoughts on how to guarantee more of it…”.
  Each touch complements the others. The prospect gradually absorbs that you have a potentially valuable solution for a specific problem they care about.
  

At the same time, adapt to the medium. An email allows a slightly longer explanation or an attachment. A LinkedIn message should be shorter and more conversational. A phone call lets you convey enthusiasm or urgency with tone. Tailor the depth and style, but keep the core narrative thread. This builds a cohesive story in the prospect’s mind.

Orchestrating with Tools & Teamwork

Handling an omnichannel cadence manually can get complex, especially at scale. This is where the earlier-mentioned sales engagement platforms (Outreach, Salesloft) or even a well-used CRM come in. Use them to set up sequenced tasks so reps know exactly when and how to execute each touch. For instance, on Day 3 the rep’s task list says: “Send Email 1 to Prospect A (template provided, personalize X and Y)” and “Call Prospect B (use call script #2 if VM)”. On Day 4: “LinkedIn follow-up to Prospect A (talking points below)”, etc. Process and organization are crucial – they ensure no channel is forgotten and prospects don’t slip through cracks if one channel fails.

Also, foster tight sales and marketing alignment. Marketing can greatly support an omnichannel approach by providing tailored content for different stages – e.g., a whitepaper that an SDR can send in email Touch 2, or a short video for LinkedIn sharing. If marketing is running ads, coordinate targeting so your prospects see your company’s ads (on LinkedIn or other platforms) around the same time you’re doing outbound – this increases familiarity. We call it creating an “air cover” effect: the prospect sees your brand in their LinkedIn feed (via ads or content marketing) while you’re reaching out individually. It subtly reinforces credibility.

Another omnichannel tactic Martal Group often employs is combining outreach with live events or webinars. For example, invite prospects via LinkedIn and email to a webinar your team is hosting. That event then becomes a talking point for follow-ups (“Hope you caught our webinar on X – love to hear your feedback. If not, here’s the recording, and I’m happy to discuss any questions.”). This adds a dimension beyond just one-on-one messages.

The overarching principle: meet prospects on their terms. Some will respond on LinkedIn, some prefer email, some actually answer phone calls (yes, those still exist!). By covering all bases, delivered in a coordinated, professional manner, you significantly improve your outreach ROI.

Our team’s data shows that prospects touched on >3 channels tend to move through pipeline faster and with higher win rates than those contacted on only 1 channel. It makes sense – you’ve built more rapport and brand recognition upfront, and you’ve demonstrated persistence and professionalism. It’s almost like a courtship; a multi-channel approach shows you’re serious and invested in reaching them, which subconsciously can make them more inclined to give you time.

Martal Group’s Omnichannel Approach 

Integrating social prospecting into an omnichannel strategy can be a lot to manage – but you don’t have to do it alone. As a sales outsourcing partner, we specialize in orchestrating these multi-channel outbound campaigns on behalf of our clients. Our team of SDRs functions as an extension of your team, executing a proven cadence of cold emailing, LinkedIn outreach, phone calls, and more to engage your ideal customers. By combining channels, we consistently secure higher engagement rates and conversion – for example, by mixing personalized emails with LinkedIn touches and calls, we prevent channel fatigue and maximize connection opportunities.

We’ve spent over a decade refining this omnichannel playbook across 50+ industries – meaning we know which sequences and messages get responses from hard-to-reach B2B decision-makers. Whether you need a fuller pipeline or guidance on social selling techniques, our Sales-as-a-Service model has you covered. We can even train your internal team on best practices while we run campaigns in parallel. The result? Meetings booked with the right prospects at the right time, and a faster path to closed deals.

🤝 If you’re looking to accelerate your outbound results through an expert omnichannel approach, let’s chat. Our team at Martal Group can audit your current strategy and show how a blend of cold email, cold calling, LinkedIn lead generation, appointment setting, and targeted content will amplify your sales pipeline. 

Book a free consultation with us to see how we can help you fill your pipeline with qualified B2B leads and empower your sales team to focus on closing. We’ll share actionable ideas tailored to your business – no hard sell, just a conversation on improving your prospecting in 2025 and beyond.

Every channel has its role to play in outbound sales. By combining them thoughtfully – and leveraging outside expertise when needed – you can create a prospecting engine that consistently generates opportunities, even in the most competitive markets.

Next Steps to Win in B2B Social Media Prospecting

Social media prospecting has emerged as a critical component of B2B sales success in 2025. By actively engaging prospects on networks like LinkedIn – where they research and make buying decisions – we can create more opportunities and build trust faster than through cold outreach alone. 

The playbook is clear: share valuable content, personalize your approach, leverage tools and data, and integrate social touches into a wider multichannel strategy. This holistic approach meets modern buyers on their terms and dramatically improves pipeline management and outcomes.

As B2B sales leaders, our challenge (and opportunity) is to enable our teams with the right training, tools, and mindset to excel at social prospecting. It’s not just a “nice-to-have” tactic now – it’s a core competency for high-performing sales organizations. Those who adapt will see the results in more conversations with qualified decision-makers and ultimately, more revenue.

If you’re ready to elevate your social prospecting game or simply want to explore how it can drive growth for your business, we’re here to help. Martal Group has guided many companies in building effective outbound engines – combining LinkedIn, email, calling, and more into powerful sales development campaigns. 

Feel free to reach out for a free consultation and we’d be happy to brainstorm how to make these strategies work for your team. Here’s to filling your 2025 pipeline with great opportunities – and turning social connections into long-term clients!

References

1. Stray Media Group
2. Sendible
3. OptinMonster
4. Foundation Inc.
5. LinkedIn Sales Solutions
6. Clearview Social
7. ProfitOutreach
8. LinkedIn Sales Solutions

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FAQs: Social Media Prospecting

1

What is the 50/30/20 rule for social media?

It’s a content strategy model where 50% of posts aim to engage (e.g., discussions, stories), 30% aim to inform (educational or industry insights), and only 20% directly promote your offering. This keeps your social media presence valuable and balanced—building trust with prospects instead of pushing constant sales messages.

2

What are the 5 P’s of prospecting?

The 5 P’s are Plan, Personalize, Prioritize, Persist, and Patience. Effective social media prospecting depends on smart planning, targeted outreach, ranking high-value prospects, consistent follow-ups, and allowing time for relationships to develop naturally.

3

What is prospecting vs retargeting?

Prospecting targets new leads who haven’t interacted with your brand—often through cold outreach or social search. Retargeting focuses on warm audiences who’ve already engaged (visited your site, clicked your posts) but haven’t converted. Both are critical: prospecting fills the appointment funnel, while retargeting moves leads closer to a sale.