Can social prospecting replace the time-tested cold call in business-to-business selling? "No ... they work together," says Kendra Lee, founder and CEO of KLA Group. "With social prospecting you can become visible to more people and attract new, different prospects. ... However, as with the evolution of e-mail, it will take more time for these strategies to take off. Right now there is still the need to pick up the phone." But social selling strategist David Steel maintains that eventually a synergistic mix of social media and cold calling can get marketers to the point where customers call them for advice.

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