How To Use A Sentiment Report To Be A Better Marketer

“I have a sentiment analysis report from my social media marketing department, now what?” is a common statement made by many marketers and sales executives in large B2B and B2C companies. Often, this brand sentiment report is a high level analysis and contains no account-based information and making it appear useless to many.

How To Use Your Sentiment Analysis Report For Social Selling

It’s important for you to take a second look at your company’s social media listening or brand sentiment report to pull out valuable and useful insight! You just have to put on your marketing or sales “glasses” and see the nuggets of knowledge. Understanding the type of information that is there and how to use it correctly might be the difference between an appointment, first impression or sale!

There are 5 key ways to use this report at the regional sales and marketing level.

5 Ways To Use Your Sentiment Analysis Report For Better  Individual Selling and Marketing

  • Use Your Brand Listening Report For Conversation Starters. Use popular posts and content as a conversation for your sales or marketing contacts
  • Review Your Sentiment Analysis Report To Help Respond to Challenges. Anticipate Challenges. Prepare for the “What do you think about …” questions referencing popular competitive issues
  • Use Your Social Listening Report For Sales Call or Deal Prep. Get ready for a call or deal document and reference this document for all preparation
  • Selling Socially. Use this report’s list of articles, tweets and blogs to help your posts or to pass along content to your customers
  • Insight For Better Preparation. Use the report’s verbatim quotes as a last-step check on proposals to make sure key points are addressed. Be sure that you cover this point in your communication before it becomes an issue.

If you found this sentiment analysis advice useful, other key resources to help you with your B2B selling and marketing include:

  1. How to cold call using social media strategy
  2. How To create and execute your b2b social media strategy
  3. How to blog for business

Are using your company’s sentiment analysis differently? If so, please share below! Or contact me directly at MarketingThink or on Twitter @GerryMoran.

Listening is always a great place to start your B2B sales and marketing strategy. Check your company’s resources for your monthly or quarterly brand sentiment report to leverage it for your own sales and marketing strategy and efforts. You’d be surprised at work that is likely already completed and ready to use!

PS. If you think others in your social tribe will find  Using A Sentiment Analysis Report To Be A Better Sales Exec & Marketer useful, please pass it on!


  1. jeux Mobile Gratuit

    Hi there just wanted to give you a brief heads up and let you know a
    few of the images aren’t loading correctly. I’m not sure why but I think
    its a linking issue. I’ve tried it in two different browsers and both show the same outcome.

  2. Gerry Moran (Post author)

    Thanks, Jeux! I think they may have been fixed at this point.


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