Master The 3 C's Of Social Selling: Context, Content, & Collaboration

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Join experts from Evernote, LinkedIn and HubSpot as we uncover how to make your sales and marketing organization more efficient and effective through content, context and collaboration.

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Master The 3 C's Of Social Selling: Context, Content, & Collaboration

  1. 1. HOW TO MASTER THE 3 C’S OF CONTEXT #3CSocialSelling Social Selling CONTENT COLLABORATION
  2. 2. Meet Your Experts: Josh Zerkel @JoshuaZerkel #3CSocialSelling Mark Roberge @markroberge Koka Sexton @KokaSexton
  3. 3. Agenda 1.  Context-Based Social Selling 2.  Sales & Marketing Alignment 3.  Collaboration Among Teams 4.  Real World Issues Solved #3CSocialSelling
  4. 4. 1 CONTEXT: Social Selling. #3CSocialSelling
  5. 5. Social Selling Defined: Leveraging your social brand to fill your pipeline with the right people, insights and relationships. #3CSocialSelling
  6. 6. How do you do it? Create a professional brand Establish a professional presence on LinkedIn with a complete profile Find the right people Prospect efficiently with powerful search and research capabilities Engage with insights Discover and share valuable information to initiate or maintain a relationship Build strong relationships Expand your network to reach prospects and those who can introduce you to prospects #3CSocialSelling
  7. 7. What do you need to be successful? #3CSocialSelling
  8. 8. 2 CONTENT: Marketing & Sales. #3CSocialSelling
  9. 9. ADD VALUE FIRST “What would your marketing look like if your customer signed your paycheck?” #3CSocialSelling ANN HADLEY, CHEIF CONTENT OFFICER, MARKETINGPROFS
  10. 10. COLLABORATE WITH SALES #3CSocialSelling
  11. 11. JOIN THE CONVERSATION #3CSocialSelling
  12. 12. 1 Ebook w/ LP / Month #3CSocialSelling CREATE A CONTENT ENGINE
  13. 13. 1 Ebook w/ LP / Month 4 Blog Posts / Month #3CSocialSelling CREATE A CONTENT ENGINE
  14. 14. 1 Ebook w/ LP / Month 4 Blog Posts / Month 8 FB Posts / Month #3CSocialSelling CREATE A CONTENT ENGINE
  15. 15. 1 Ebook w/ LP / Month 4 Blog Posts / Month 8 FB Posts / Month 16 Tweets / Month #3CSocialSelling CREATE A CONTENT ENGINE
  16. 16. THE MARKETING SLA Owner Ollie Leads Marketing Mary Leads (1-100 Employees) (100-2,000 Employees) Lead Type Lead Value Lead Type Lead Value Webinar $.07 Webinar $.35 Ebook $.05 Ebook $.45 Free Trial $.45 Free Trial $2.10 Demo Request $.95 Demo Request $2.75 Enterprise Erin Leads (2,000+ Employees) Lead Type Webinar $.85 Ebook $1.00 Free Trial #3CSocialSelling Lead Value $4.25 Demo Request $6.10 * Data has been altered from actual HubSpot data for the purposes of this presentation
  17. 17. SALES CALL ATTEMPTS #3CSocialSelling
  18. 18. DAILY ACCOUNTABILITY FOR MARKETING & SALES * Data has been altered from actual HubSpot data for the purposes of this presentation. #3CSocialSelling
  19. 19. Cost Per Customer Of A Company With An SLA Vs. Without $600 $486 $500 $400 $300 $291 $200 $100 $0 #3CSocialSelling W/SLA W/O SLA
  20. 20. 3 Collaboration. #3CSocialSelling
  21. 21. Work Together To Help Customers •  Capture social profiles for deeper personal insights •  Share thoughts on customer needs and problems •  Clip web pages relevant to the customer (bios, competitors, etc.) #3CSocialSelling
  22. 22. Build Audience Personas •  Ideal customer profiles •  Needs, wants, challenges •  Solutions they’re looking for •  Verbiage that would appeal to them #3CSocialSelling
  23. 23. Identify Your Buyer Persona SUSAN ERIC
  24. 24. Collect Content Ideas 1.  Both sales and marketing should contribute ideas 2.  Periodically review ideas 3.  Decide what ideas will best meet customer needs #3CSocialSelling
  25. 25. Share Marketing Plans And Calendars •  Keep sales abreast of what’s coming •  Everyone stays on the same page #3CSocialSelling
  26. 26. Share Tools •  Templates •  Scripts •  Social post guidelines •  Content examples •  Customizable email drafts #3CSocialSelling
  27. 27. CONTEXT + CONTENT + COLLABORATION SUCCESS! #3CSocialSelling =
  28. 28. Gift To Attendees #3CSocialSelling
  29. 29. Thank You! #3CSocialSelling
  30. 30. Listen to the recording alongside these slides. DOWNLOAD RECORDING NOW #3CSocialSelling
  31. 31. Q&A #3CSocialSelling @KokaSexton @MarkRoberge @JoshuaZerkel

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