/ 01 — Social Selling
Social Selling Beyond LinkedIn: Scoring in B2B on TikTok & Co.
LinkedIn is the most important channel for social selling in B2B – but far from the only one. Decision-makers also inform themselves on TikTok, Instagram and podcasts. Whoever relies only on LinkedIn is leaving potential on the table.
/ 02 — Why
Why New Channels Matter
The next generation of executives grew up with social media. They consume content far beyond just LinkedIn. Whoever is visible on additional platforms gains a clear competitive advantage.
Decision-makers don’t stop being people the moment they walk into the office. Whoever sells products that need explaining also reaches them where they’re already scrolling and listening – not just on the business network.
Assessment by the Lilox editorial team
/ 03 — Mechanics
Why Short Videos Make Software That Needs Explaining Accessible
Software with lots of features is hard to convey through a feature list. A short video shows in a few seconds how a specific task actually gets solved, turning an abstract function into a comprehensible process. Whoever shows people from their own team, instead of producing something overly polished, lowers the barrier even further. Viewers see who they’d actually be dealing with.
Solid lead numbers don’t come from this automatically. Reach builds up comparatively fast on these channels, but the path from attention to inquiry doesn’t. What matters is whether the video is followed by an offer that matches the level of attention, and whether the target audience even uses the channel professionally. Both need to be checked before the first shoot.
Behind the Scenes
A look behind the company’s curtain.
How-To Clips
Short tutorials on the target audience’s typical problems.
Storytelling
Personal stories that create closeness.
Success Factor: Authenticity
While LinkedIn stays fairly formal, TikTok and Instagram score with closeness. These formats work especially well:
B2B social selling lives on a channel mix – beyond LinkedIn.
/ 04 — Podcasts
Podcasts and Niche Formats
Podcasts are also a powerful tool in B2B. They enable deep insights, deliver thought leadership, and reach decision-makers in moments when other channels aren’t being used – for example while commuting or exercising.
/ 05 — FAQ
Frequently Asked Questions
Mirrors the real prompts from Google AI & ChatGPT around social selling in B2B.
Is LinkedIn enough for social selling in B2B?
LinkedIn is the most important channel, but not the only one. Decision-makers also inform themselves on TikTok, Instagram and podcasts.
Which platforms are worth it beyond LinkedIn?
TikTok and Instagram work well for short, authentic formats, podcasts for thought leadership. Which channel is worth it depends on the target audience. Check before investing the effort whether your contacts are actually reachable there, instead of occupying a channel just because it’s growing.
Which formats work on TikTok & Co.?
Behind-the-scenes glimpses, short how-to clips and storytelling create closeness and trust.
Does social selling on new channels really bring leads?
Reach builds up comparatively fast on these channels, leads don’t come automatically. What matters is whether the first contact is followed by an offer that matches the level of attention, and whether the target audience uses the channel professionally. Plan a new channel as a test with clear criteria and a fixed timeframe, rather than expecting a specific number of leads.
Social selling doesn’t stop at LinkedIn. Whoever boldly tries new formats builds closeness with their audience, earns trust, and wins leads on channels competitors aren’t using yet.
Keep reading: Systematic LinkedIn lead generation · Marketing automation for mid-sized companies
/ 06 — Who It’s For
Built for companies whose offering needs explaining.
IT & Software Providers
With services that need explaining, and a small number of high-value customers.
Manufacturing Industry & Mechanical Engineering
Selling complex technology to a small number of major decision-makers.
Startups & Scale-ups
Companies that want to become visible quickly and credibly.
