By: Dalia Mansour: Head of Field Marketing ANZ, ASEAN & MEA, Sprinklr

Social selling has become a cornerstone of B2B sales strategies worldwide, and the Middle East and Africa region is no exception. In markets where relationship-building is key, social selling offers businesses a way to engage with potential buyers in a more authentic, meaningful way. But how do you stand out in an increasingly crowded digital space?

Here are four unbeatable ways to supercharge your social selling efforts in MEA:

1. Leverage LinkedIn for Authentic Engagement

In the B2B world, LinkedIn reigns supreme as the platform of choice for social selling. Research by LinkedIn shows that 78% of social sellers outsell peers who don’t use social media. In MEA, where trust is paramount, LinkedIn allows businesses to build relationships through thoughtful engagement rather than hard sales pitches.

For instance, in the finance and telecom sectors, sales teams are using LinkedIn to connect with decision-makers, share industry insights, and nurture relationships over time. The key here is authenticity—building genuine connections that extend beyond the transactional.

2. Curate Content That Adds Value to Your Audience

Social selling is not just about connecting; it’s about providing value. Content plays a pivotal role in this process. According to the Demand Metric State of Content, 91% of B2B marketers use content marketing to reach customers, with 70% finding it effective for nurturing relationships and driving buying decisions B2B buyers in MEA are no different—they want content that helps solve their business challenges.

Field marketers can empower their sales teams by curating relevant content, such as industry reports, case studies, or thought leadership pieces. By offering valuable insights, salespeople can position themselves as trusted advisors rather than just vendors.

3. Break Down Silos for Seamless Collaboration

One of the most significant barriers to successful social selling is a lack of collaboration between marketing and sales teams. Research shows that companies with tightly aligned sales and marketing functions see up to 36% higher customer retention and 38% higher sales win rates. Aligning sales and marketing not only improves win rates but also enhances the overall customer experience by ensuring consistent messaging across all touchpoints.

In MEA, where business relationships are often long-term and multifaceted, this alignment is even more critical. Field marketers need to work closely with sales teams to develop a consistent social selling strategy that delivers value at every touchpoint. Unified Customer Relationship Management (CRM) systems can also help bridge the gap, ensuring that all teams are aligned and working towards common goals.

4. Harness the Power of AI for Social Listening

AI-powered social listening tools provide invaluable insights by continuously tracking conversations, sentiment, and trends across various online platforms. These tools allow businesses to monitor brand mentions, gauge customer sentiment, and stay ahead of industry shifts in real time. For example, platforms like Sprinklr use AI to capture and analyze data from more than 30 social and digital channels, offering insights that help brands make informed decisions, protect their reputation, and proactively manage crises (Sprinklr AI-Powered Social Listening).

In MEA, where customer expectations are growing and competition is fierce, AI-driven social listening enables brands to quickly identify potential issues, detect new trends, and engage with key conversations that matter to their audience. By leveraging real-time data, companies can adjust their strategies to remain competitive and relevant.