The world of sales has changed dramatically. Buyers no longer begin their research through email or a company website—they start on social media. According to the HubSpot 2025 State of Sales Report, social media is not just a supporting channel but the highest-quality lead source for 2025–2026.
HubSpot confirms that
These numbers reveal a clear truth: businesses that still rely primarily on email outreach or cold calling may already be falling behind.
1) Buyers now live on social platforms—and they self-research more than ever.
Today's buyers conduct extensive research before speaking to sales. HubSpot’s data shows increased reliance on self-service content—reviews, videos, user posts, and product explanations shared online.
This means the starting point of the Customer Journey has shifted to social media.
If your sales team begins with email outreach or cold calls, they may approach prospects too late, when customers already have most of the information they need.
2) Personal Brand + Thought Leadership build trust faster.
Top-performing salespeople in 2025 are not just skilled closers—they are content creators, social experts, and thought leaders.
Because buyers trust people who educate before selling:
Personal branding is no longer about image—it’s a sales accelerant.
3) Social Listening helps you reach buyers at the perfect moment.
HubSpot recommends using social listening tools to detect signals such as:
This allows sales teams to engage at the moment buyers are most receptive—one reason social media outreach achieves a 42% response rate.
4) Social-First automatically filters for high-intent leads.
Observing buyer behavior on social media helps sales teams identify interest signals before outreach begins. This leads to:
HubSpot also reports that 68% of sales teams saw improved lead quality last year thanks to the combination of social media + AI.
1) Content: Train sales teams to create Value-First content.
Focus on three content types:
This builds trust and increases buyer openness to conversation.
2) Outreach: Begin the buyer engagement process on social first.
A modern outreach sequence looks like this:
Social Listening → Light engagement (like/comment) → Personal DM → Email or video call sequence
This creates a natural, non-intrusive experience that resonates with today’s buyers.
3) Tracking: Log all social interactions inside your CRM.
HubSpot recommends capturing every form of social engagement:
When stored in the CRM, these interactions enhance lead scoring, forecasting, and pipeline accuracy.
✔ Social media is now a sales channel, not just a branding channel.
✔ Salespeople with strong personal brands outperform those without one.
✔ Social listening has become the most precise customer prospecting tool.
✔ Social outreach delivers the highest response rate of all channels (42%).
✔ Social-First is not more time-consuming—it is simply more effective.
If your sales team still begins every lead interaction with email or phone calls, there’s a high chance you’re chasing the customer, instead of meeting them where they truly are.
HubSpot’s data is clear: social media is not optional—it is the highest-quality lead channel. Businesses that adopt Social-First early gain the advantage, because this strategy delivers:
2025–2026 is the time for businesses to “move their sales teams onto social media” seriously and strategically.
Reference : HubSpot. (2025). 2025 State of Sales Report. Retrieved from https://blog.hubspot.com/sales/hubspot-sales-strategy-report
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