The buyer behaviour of B2B customers is changing. Interuptive sales techniques such as cold calling and industry advertising have become outdated as time poor B2B buyers have become increasingly self reliant thanks to the Internet and social media. B2B buyers are turning to peers and trusted advisors when making a decison to purchase.
Therefore one of the primary goals for using social media for business is building "social authority". A organisation or individual's social authority is developed by establishing themselves as the "expert" on a given industry or subject. In effect you need to carve a niche as the authority on your subject.
The above graph demonstrates that B2B buyers are more likely to take the advice from a blog or social media network rather than hear the pitch by a salesman.