Article · Frankwatching
AI in B2B-sales en social selling: zegen of vloek?
Toni van Dam ·
In short
For Frankwatching, Toni van Dam writes about the double edge of AI in B2B sales. The technology offers plenty, but it is often pointed at the wrong thing: mass automated messages and generic, AI-written content that every prospect recognises within a line.
The real gain is in taking administrative work off the sales team's plate, so there is time left for the part that actually moves a deal — building genuine contact. Selling in B2B remains people's work. AI is the tooling, not the salesperson.
The original article is in Dutch.
More publications
Zichtbare ceo's: reputatieboost of risico? 'Het gaat over jou, en ook weer niet'
Why Dutch executives are becoming more visible on LinkedIn — and where a reputation gain turns into a risk. Built on our LinkedIn CEO Top 100 research.
Deze Nederlandse ceo's scoren op Linkedin: 'Je denkt dat je hem kent, dat wekt vertrouwen'
MT/Sprout on the LinkedIn CEO Top 100 of 2026: what the highest-scoring executives do differently on the platform.
Toni van Dam: 'Het wordt pas eng als AI je vertelt wat je precies moet zeggen tijdens een verkoopgesprek'
A long interview about where AI adds value in sales and where it goes too far. The difference is not in the tools, but in what you feed them.