---
title: "What Is Social Selling? Definition for B2B | ONEGTMLAB"
description: "Social selling is using social networks, mainly LinkedIn, to find, understand and build relationships with buyers. Learn how B2B social selling works."
canonical: https://www.onegtmlab.dev/glossary/social-selling
---

# What Is Social Selling? Definition for B2B | ONEGTMLAB

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GTM Glossary

# Social Selling

Social selling is the practice of using social networks, mainly LinkedIn in B2B, to find potential buyers, learn about them and build relationships through useful engagement before and during a sale.

## Why it matters

Social selling makes that first impression work in the seller's favor and gives them a way to stay visible to accounts without constant direct outreach. It also gives sellers context, such as what a prospect has posted or engaged with, to make outreach more relevant.

Social selling is not mass automated messaging. It usually involves a profile that explains who the seller helps, posting or sharing useful content, commenting thoughtfully on prospects' posts, connecting with a short personal note and moving to a direct conversation when there is a real reason to.

## Example

An account executive selling to HR leaders follows 50 target buyers on LinkedIn and comments on their posts when she has something useful to add. When one of them writes about struggling with onboarding, she sends a connection request mentioning the post and later shares a short guide on the topic. A few weeks later, the buyer asks for a call.

## Related terms

-   [Personal Branding](/glossary/personal-branding)
-   [LinkedIn InMail](/glossary/linkedin-inmail)
-   [Buying Signals](/glossary/buying-signals)
-   [Social Listening](/glossary/social-listening)

## Related service

[Account-Based Marketing Tier your named accounts, act on their signals and reach the whole buying committee.](/services/account-based-marketing)

## Related playbooks

-   [LinkedIn Outreach Playbook Connection requests and messages in the voice of the sender, hooks only from real posts, every lead read back.](/growth-playbooks/linkedin-outreach)
-   [LinkedIn Content Strategy Positioning first, measured structure, varied posts, and commenters captured as qualified signals.](/growth-playbooks/linkedin-content-strategy)

[← All GTM terms, A to Z](/glossary)

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