How to help your Sales with social media to engage with your customers? – Laura Nuhaan – The Andeta Group

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Why marketing and sales should cooperate and be aligned to engage more effectively with customers and increase customer intimacy through Social Media. Business examples will illustrate how alignment …

Why marketing and sales should cooperate and be aligned to engage more effectively with customers and increase customer intimacy through Social Media. Business examples will illustrate how alignment and social media enable organizations to communicate with customers at the right time, with the right message and to the right person.

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  • Today focussing on Social Media
  • INTEGRATED APPROACH Build with Sales leader, agree on steps, definitiions Ideal customer, scoring etc. Calculate goals based on converstion)
  • Share KNOWLEDGE/Communicate Align sales- and buying process Define clear roles and responsibilities along process Be customer centric Dedicate marketeers to enable sales Communicate clearly Share information and Knowledge Determine level of service agreements Support Sales Help move prospects through the sales funnel! Don ’ t forget about Customer Service
  • Be Visible (Person/company)
  • ) such as: How often do you want your sales/marketing to update: Profiles Tweet Presentations
  • IBMIn a pilot program sellling to IBM.com customers, SaaS video gamification/analytics stratup

Transcript

  • 1. How to Help Your Sales with Social Media to Engage with your Customers March 20, 2012
  • 2. Goals Insight in Sales and Marketing Issues-differences Generate ideas for Alignment Improvement Ideas to help Sales with Leveraging Social Media Share Best Practices/Experiences Among Peers ????
  • 3. Agenda 15.15 -Introduction -The Marketing and Sales Divide -Funnel Mindness 15.20 -Discussion 15.30 -What is Social Selling -Enabling Social Selling -The ROI of Social Selling 15.35 DIscussion
  • 4. Agenda 15.15 -Introduction -The Marketing and Sales Divide -Funnel Mindness 15.20 -Discussion 15.30 -What is Social Selling - Enabling Social Selling -The ROI of Social Selling 15.35 DIscussion
  • 5. The Marketing and Sales Divide Marketing Sales Focus on * Leads * Deals * Lead Generation * Selling Organisation Visibility * Low * High Contribution * Difficult * Easy to judge Measure * Lead Volume * Closed Deal *Brand * Revenue Almost 50 % of companies have conflicts between marketing and sales (Andeta)
  • 6. New Customer Behavior Potential of Increasing Friction marketing  60 % of the buying process is gone through without contacting a (sales) person at the company (Sirius Decisions)  Owns the buying process  Today’s Buyer:  Leverages the social web  Expects immediate value
  • 7. The Process Gap causes Suboptimal REsults Process Gap SalesLead Generation Revenue Process Lead Scoring & Nurturing Over 50% of sales do not meet target (CSO Insights) Over 90% of leads never close (Sirius decisions) 40 % of sales time is spent in finding and (re)creating content (CMO council) 90 % of marketing content goes unused (American Marketing Association)
  • 8. Agenda 15.15 -Introduction -The Marketing and Sales Divide -Funnel Mindness 15.20 -Discussion 15.30 -What is Social Selling - Enabling Social Sellin -The ROI of Social Selling 15.35 DIscussion
  • 9. Funnel Mindness The Must Have Skills for Marketeers • Content marketing* • Social Media* • Analytics* • Funnel Mindness * • Technology* • Sales Enablement*Eloqua • Only 10 % of Sales calls their marketing Sales Savy (CMO insight)
  • 10. Funnel Mindness: Revenue Management Inquiries Lead Scoring Marketing Qualified Leads Closed Loop Tracking Content Marketing Closing the gap Alignment Sales Accepted Leads Lead Nurturing Sales Qualified Leads Sales (Enablement) Closed deals Aligned Companies with perform better (20-24% more revenue growth
  • 11. Alignment Fundementals • Only 30 % of companies have a shared social media plan (Andeta Research)
  • 12. Agenda 15.15 -Introduction -The Marketing and Sales Divide -Funnel Mindness 15.20 -Discussion 15.30 -What is Social Selling -Enabling Social Selling -The ROI of Social Selling 15.35 DIscussion
  • 13. Discussion Questions: Main issues/challenges Marketing and Sales along the Sales funnel? What is the online/social impact? Main barriers for alignment? Success stories?
  • 14. Agenda 15.15 -Introduction -The Marketing and Sales Divide -Funnel Mindness 15.20 -Discussion 15.30 -What is Social Selling -Enabling Social Selling -The ROI of Social Selling 15.35 DIscussion
  • 15. Social Selling SOCIAL SELLING IS is a sales technique, leveraging social media and tools, to get and maintain a 360 degree picture of the clients and their influencer on an ongoing basis Simply put: Leveraging social media and tools to enable Sales to connect with the right person, at the right time with the right message
  • 16. The Social Selling Process InquiriesMarketing Qualified Leads Identify:Sales Accepted Leads Digital Profile of Customers Be Visible (Person/company)Sales Qualified Leads Listen Engage Closed deals Sell
  • 17. Agenda 15.15 -Introduction -The Marketing and Sales Divide -Funnel Mindness 15.20 -Discussion 15.30 -What is Social Selling -Enabling Social Selling -The ROI of Social Selling 15.35 DIscussion
  • 18. Enabling Social SellingHelp Sales to Understand their customer’s digital profile?Which are the key buying persona? How and where do they search for?Which content do they need in which buying phase?What is their most favorite way of communication (forum, skype, email,blogs?Which social platforms do they use?Where do they go for recommendations?
  • 19. Increase Visiblity Define who/how /where you should be visible Which keywords, experience you want to jump out Set policy and guidelines Determine expected actions (sales and marketing
  • 20. Listen: Opportunities/Trigger events The three things to look for: 2. Hints at ongoing or future product or service evaluation. 3. Chatter between competitors and their customers 4.Personnel changes
  • 21. Assist Sales with Engaging and Selling to Prospects Dont try to build your own Find and engage (contribute) to existing communities • Find groups/social platforms that discuss topics related to your company’s value proposition • Create polls, share knowledge, contribute Be creative, don’t sell but discuss Suggest tools (Twitter/LinkedIN) to use for a dialogue with prospects Provide Sales intelligence
  • 22. Help Building Relationships
  • 23. Agenda 15.15 -Introduction -The Marketing and Sales Divide -Funnel Mindness 15.20 -Discussion 15.30 -What is Social Selling -Enabling Social Selling -The ROI of Social Selling 15.35 DIscussion
  • 24. The ROI of Social Media in Sales 95 % of pipeline and 30 % of revenue PAKRAGames tracked to social outreach (Linkedin Invites/tweets) Adobe Omniture doubled its opportunity-to-call ratio, resulting in more opportunities generated Network Hardware Resale (NHR) uses social media in conjunction with email and phone to generate meetings with the right prospects-> has quadrupled meeting acceptance rates from 15 % to 60 %
  • 25. Agenda 15.15 -Introduction -The Marketing and Sales Divide -Funnel Mindness 15.20 -Discussion 15.30 -What is Social Selling -Enabling Social Selling -The ROI of Social Selling 15.35 DIscussion
  • 26. Discussion Who is embracing Social Selling Social Selling initiatives? Which part of social selling do you see as most powerful and why? What your top 3 things you can do to enable Sales?
  • 27. Resources: Inside View Social Selling University Andeta Sales and Marketing Alignment Study Marketo Eloqua
  • 28. Find Us Laura@andeta.com http://www.andeta.com/nl Twitter: @theandetagroup LinkedIn Group: Sales and Marketing Innovation www.linkedin.com/groups/Sales-Marketing-Innovatie-4246803? gid=4246803&trk=hb_side_g Facebook: www.facebook.com/TheAndetaGroup Google plus: plus.google.com/116749518833614916173/posts Blog: andetablog.com/
  • 29. IF TIME
  • 30. Tools that Help • InsideView • GetSatisfaction • Brainshark • Hootsuite • Radiant6 • Onesource • Tweetdeck • SocialMention• TweetFeet • Wildfire • Marketo • Eloqua • Social CRM • ConstantContact (Salesforce)
  • 31. Discussion Who measures Social Media ROI leading to Sales. Which metrics to use (reverse sales funnel) Which monitor tools are used?
  • 32. Social Selling is part of the bigger picture Face to Face Social Media Phone Video Conference/chat Email Mobile
  • 33. An Overview of the Social Selling Tools • Focus • Slideshare • Facebook • Forums • Twitter • YouTube • Linkedin • Channels • Blogs