Business-to-business companies should conduct their social media outreach without the expectation of immediate, short-term rewards, experts say. By retweeting Twitter comments, leaving thoughtful comments on blog posts and other social gestures, you build credibility with potential customers that can later be used to build a sales relationship. "The key in my mind is to find a way to help them. ... Win their trust and you'll win long-term sales engagement," says Jeff Ogden, president of Find New Customers.