Partners in Success: How (and Why) Sales and Marketing Are Working More Closely Than Ever

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A presentation on social selling by Frost & Sullivan's global director of social media strategy and research Jake Wengroff.

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Partners in Success: How (and Why) Sales and Marketing Are Working More Closely Than Ever

  1. 1. Partners in Success: How (and Why) Sales andMarketing Are Working More Closely Than Ever Jake Wengroff Global Director, Social Media Strategy and Research Frost & Sullivan Sales Management 2.0 Conference March 5, 2012
  2. 2. About Me Jake Wengroff Follow me on Twitter Global Director @Frost_Sullivan Social Media Strategy & Research @JakeWengroff +1 (210) 247-3806 mobile +1 (917) 952-6816 jake.wengroff@frost.com http://www.facebook.com/frostandsullivan http://www.slideshare.net/frostandsullivan http://www.linkedin.com/in/jakewengroffN98E-72 2
  3. 3. Social Media as a Revenue OpportunityN98E-72 3
  4. 4. Leads and Satisfaction Remain CrucialN98E-72 4
  5. 5. What I Usually Tell My Audience of Social Media Pro’s…. Sales is the strongest indicator of social media ROI and proof of concept Engages the sales and customer experience departments Intrigues the C-suite Validates your social media programs and gets you resources (staff, budget)N98E-72 5
  6. 6. Strategies and Tactics: Finding and Engaging with Customers Online 6
  7. 7. Strategies and Tactics Social search is the new search. Cold-calling, redefined. Cold tweets are OK, but random invites to LinkedIn are not. Marketing automation and social media are your new best tools. Speak regularly with your social media and Eloqua/Marketo/marketing automation team. Track, take screenshots, measure success!N98E-72 7
  8. 8. Feeding the Content Beast…..N98E-72 8
  9. 9. Content Marketing = Thought Leadership You need to become the voice of your company, brand, and products. Keep it authentic, organic, and engaging – but not confrontational. Content – and original voice – are what attract buyers. Being a thought leader requires a lot of extra work. ...but you will be rewarded with inquiries, leads – and leadership. But content, isn’t that the marketing department’s job? Yes and no….N98E-72 9
  10. 10. LinkedIn 10
  11. 11. Groups Are a Good Start…N98E-72 11
  12. 12. …But Use Company Pages to Learn of ConnectionsN98E-72 12
  13. 13. Should You Go Premium? Only when you’ve exhausted the features of the Basic (Free) versionN98E-72 13
  14. 14. Facebook 14
  15. 15. ‘View Insights’ on Your Company’s Facebook PageN98E-72 15
  16. 16. BranchOutN98E-72 16
  17. 17. BeKnownN98E-72 17
  18. 18. Twitter 18
  19. 19. Search on Twitter for Clients and ProspectsN98E-72 19
  20. 20. Klout: Measure a Client or Prospect’s InfluenceN98E-72 20
  21. 21. Other Social Media Channels 21
  22. 22. SlideShare: the Ultimate B2B Social Media ChannelN98E-72 22
  23. 23. SlideShare: Lead Capture MechanismN98E-72 23
  24. 24. Quora: Question and Answer TimeN98E-72 24
  25. 25. Google+: Still in its InfancyN98E-72 25
  26. 26. Remarks Accept that you cannot track/follow/follow-up on/find/read everything. Choose 1-2 social media channels to attack first, before widening your net. Accept that you cannot do it alone. Offer to be part of your company’s Social Media ‘Dream Team.’ Accept that you will make mistakes. And keep learning from them. There is no perfect, out-of-the-box solution. Keep searching, commenting, Like’ing, +1’ing, Tweeting until you find out what works.N98E-72 26
  27. 27. Talk to Me Jake Wengroff Follow me on Twitter Global Director @Frost_Sullivan Social Media Strategy & Research @JakeWengroff +1 (210) 247-3806 mobile +1 (917) 952-6816 jake.wengroff@frost.com http://www.facebook.com/frostandsullivan http://www.slideshare.net/frostandsullivan http://www.linkedin.com/in/jakewengroffN98E-72 27

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