B2B buyers are no longer conditioned to wait. What has changed? Faster beats better or cheaper. The expectations buyers gain from their personal experience of B2C purchases on a platform like Amazon and eBay, inform their B2B purchasing expectations. No longer are B2B buyers willing to wait days for a response to an enquiry.
The Military enters new markets first on social before they step foot on the ground (my source is Timothy Hughes). Do you think your first point of contact with an unfamiliar connection should be through social engagement? If the Special Air Service (SAS) is engaging on LinkedIn, so should you be?