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Emanuela Mafteiu
I wanted to combine two interesting topics that today have so much attention in tech companies, social selling and AI. Another reason is that I’ve always had a curiosity on how to do better social selling aligned with the buyer’s journey.
Over 5 Billion people, maybe more since I started to write this article, consume content on social media, interact with people, share insights, like, re-share. How do you cut through the noise?
The key to successful social selling is understanding when and how to connect with potential buyers, not just having a polished LinkedIn profile or not just pushing the brand in front of them. Each prospect is at a different point in their buying journey, and your strategy should reflect that.
Reaching out too early with a sales pitch can lead to being ignored, while waiting too long could mean losing the sale to a competitor. The solution is to tailor your approach.
Social selling is about far more than simply being present on social media — it’s about cutting through the digital noise to spark genuine, valuable conversations. In today’s saturated information landscape, it’s all too easy to lose sight of what matters: connection.
Cold emails and broad-brush campaigns still exist, but the days of “Hello Peter, let me tell you about Company X…” are over. Buyers expect relevance, credibility, and value from the outset. In a world of shrinking attention spans and rising sales pressures, simply selling won’t cut it.
You need to earn attention by offering insight, solving problems, and nurturing relationships that compound over time. A high-impact social selling strategy is built on four essential pillars. 
First, it starts with cultivating a strong personal brand. Sales professionals must position themselves as credible, trusted voices in their industry — not just product experts.
That means optimizing social profiles, consistently sharing thought-provoking content, and participating in relevant conversations. It also means stepping outside the safety of product messaging to promote their own perspectives, beliefs, and expertise — the human side that builds real trust.
Second, it’s about connecting with the right people. AI-powered tools like LinkedIn Sales Navigator make it easier to zero in on key decision-makers and high-value accounts. But connection alone isn’t enough.
Relevance comes from authentic engagement — commenting on posts, offering useful insights, and sending tailored outreach that opens a conversation, not just a sales pitch.
Third, sales professionals need to lead with value. Social selling is proactive. With AI-driven social listening and content recommendation tools, reps can stay ahead of market shifts, competitor activity, and customer signals — delivering insights that matter.
Replacing broadcast messaging with personalized, context-aware interactions turns attention into traction. Finally, relationships are the outcome — and the currency — of successful social selling.
AI can optimize timing, guide next-best actions, and even automate parts of the nurture journey, freeing up sales reps to focus where it counts. When engagement is guided by data rather than guesswork, conversations are more relevant, timely, and ultimately, revenue-generating.
Learn more about selecting the best AI-driven B2B marketing tools with the bespoke Martech Vendor Spotlight Report: Top B2B AI Marketing Tools in 2025.
AI is reshaping every facet of business — so why not rethink how your sales teams engage with prospects? Innovation has always found its earliest champions in marketing, from the first waves of ABM to today’s AI-powered strategies. But this time, it’s not just a marketing initiative.
The power of AI belongs across the entire go-to-market engine. At our organization, we’ve embraced this shift with what we call “Tiger AI” — a company-wide motion to embed intelligence, speed, and precision into every sales interaction.
To drive adoption and ensure consistency, we started with micro-learnings — short, focused modules designed to embed AI-driven social selling into everyday sales motions. These bite-sized lessons weren’t just theoretical; they were built around real workflows, showing reps exactly how to save time while enhancing the quality of their outreach.
From optimizing LinkedIn profiles to crafting personalized messages using AI prompts, each micro-learning focused on practical, repeatable actions that deliver results. More importantly, we focused on humanizing the interaction. Sales is still a relationship game, and AI is a tool to make those relationships deeper, not colder.
Through these micro-learnings, we empowered sales teams to move away from transactional outreach and toward meaningful, context-aware conversations — all while operating with greater efficiency.
Prospecting tools that use predictive analytics to identify prospects with the highest conversion potential or to simply analyze the prospects’ interests and help Sales align with their needs, e.g. keywords, themes or even pages on the website.
With every interaction we add value keeping the prospects engaged and hopefully moving them into the next stage of the buyer’s journey. AI is also changing the way outreach is conducted.
Instead of sending generic connection requests, AI-powered tools analyze past interactions and sentiment to craft messages that are more likely to resonate. Timing and tone are key in social selling, and AI ensures that sales get both right.
We’ve demonstrated how easy it is to leverage insights from a prospect’s posts and engagement history to generate compelling, hyper-relevant messages — the kind that are concise, attention-grabbing, and tailored. There is literally no excuse not to move prospects from one journey to another.
Everywhere. In order to gain a competitive advantage: “You got to use it, so you won’t lose it.” Well, in our context, you have to use AI to make sure you are efficient and be ahead of the game. Otherwise your competitors will use and gain the advantage.
All of these are great, but when it comes to meaningful conversations, nothing can replace the power of storytelling. Having had conversations with Sales internally, they all have their own ways to make work more efficient or let the AI craft an internal email here and there, checking the tone, the sentiment or simply organizing a huge spreadsheet.
The advice is to integrate AI into a social selling strategy, businesses need to invest in the right tools. AI-driven CRM, sales intelligence, and automation platforms—such as LinkedIn Sales Navigator, HubSpot, and Drift—can help sales teams work more efficiently and effectively.
It’s equally important to train teams on how to use AI insights to personalize engagement and optimize their approach. Automation should be embraced where possible, particularly for outreach, follow-ups, and content recommendations.
Allowing our Sales to focus on building relationships rather than getting bogged down in manual processes. However, AI should complement human interactions rather than replace them. The key to successful social selling remains authentic engagement, backed by smart data-driven decision-making.
Social selling isn’t a trend — it’s a modern, AI-enhanced discipline that meets buyers where they are: informed, impatient, and in control. By integrating AI into daily sales motions, we’re not just enabling efficiency; we’re creating relevance at scale.
When executed with precision, social selling becomes a strategic lever that converts attention into engagement, and engagement into pipeline. The opportunity now is to equip every seller to lead with value, use AI to sharpen their impact, and build relationships that accelerate revenue.
The future of selling isn’t artificial — it’s authentic, augmented, and always aligned with the buyer.
Selling is an old game, and it’s about humans interacting with humans. Social selling with AI support is a different game, one where you can leverage the data and the written word craftsmanship in a very busy, noisy world.
In today’s crowded digital landscape, success lies in building and sustaining meaningful relationships through personalized, insight-led interactions. Work smarter and ultimately sell better.
 
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As I sit down with my morning coffee, I follow the same routine I do every day and take 30 minutes to scroll through LinkedIn. It’s a place that’s allowed me to meet some wonderful
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