HOW TO

MASTER THE 3 C’S
OF

CONTEXT

#3CSocialSelling

Social Selling
CONTENT

COLLABORATION
Meet Your Experts:

Josh Zerkel
@JoshuaZerkel

#3CSocialSelling

Mark Roberge
@markroberge

Koka Sexton
@KokaSexton
Agenda
1. 

Context-Based Social Selling

2.  Sales & Marketing Alignment
3.  Collaboration Among Teams
4.  Real World Iss...
1

CONTEXT:
Social Selling.

#3CSocialSelling
Social Selling Defined:
Leveraging your social brand to fill
your pipeline with the right people,
insights and relationship...
How do you do it?
Create a professional brand

Establish a professional presence on
LinkedIn with a complete profile

Find ...
What do you need to be successful?
#3CSocialSelling
2

CONTENT:
Marketing & Sales.

#3CSocialSelling
ADD VALUE FIRST

“What would your
marketing look like if
your customer signed
your paycheck?”
#3CSocialSelling

ANN HADLEY,...
COLLABORATE WITH SALES

#3CSocialSelling
JOIN THE CONVERSATION

#3CSocialSelling
1
Ebook w/ LP / Month

#3CSocialSelling

CREATE A
CONTENT ENGINE
1
Ebook w/ LP / Month

4
Blog Posts / Month

#3CSocialSelling

CREATE A
CONTENT ENGINE
1
Ebook w/ LP / Month

4
Blog Posts / Month

8
FB Posts / Month

#3CSocialSelling

CREATE A
CONTENT ENGINE
1
Ebook w/ LP / Month

4
Blog Posts / Month

8
FB Posts / Month

16
Tweets / Month

#3CSocialSelling

CREATE A
CONTENT ENG...
THE MARKETING SLA
Owner Ollie Leads

Marketing Mary Leads

(1-100 Employees)

(100-2,000 Employees)

Lead Type

Lead Value...
SALES CALL ATTEMPTS

#3CSocialSelling
DAILY ACCOUNTABILITY FOR
MARKETING & SALES

* Data has been altered from actual HubSpot data for the purposes of this pres...
Cost Per Customer Of A Company
With An SLA Vs. Without
$600
$486

$500
$400
$300

$291

$200
$100
$0

#3CSocialSelling

W/...
3

Collaboration.

#3CSocialSelling
Work Together To Help Customers
• 

Capture social profiles for
deeper personal insights

• 

Share thoughts on customer
ne...
Build Audience Personas
• 

Ideal customer profiles

• 

Needs, wants, challenges

• 

Solutions they’re looking
for

• 

V...
Identify Your Buyer Persona

SUSAN

ERIC
Collect Content Ideas
1. 

Both sales and
marketing should
contribute ideas

2. 

Periodically review
ideas

3. 

Decide w...
Share Marketing Plans
And Calendars
• 

Keep sales abreast of
what’s coming

• 

Everyone stays on the
same page

#3CSocia...
Share Tools
• 

Templates

• 

Scripts

• 

Social post guidelines

• 

Content examples

• 

Customizable email drafts

#...
CONTEXT

+

CONTENT

+

COLLABORATION

SUCCESS!
#3CSocialSelling

=
Gift To Attendees

#3CSocialSelling
Thank You!
#3CSocialSelling
Listen to the recording
alongside these slides.

DOWNLOAD RECORDING NOW

#3CSocialSelling
Q&A
#3CSocialSelling

@KokaSexton
@MarkRoberge
@JoshuaZerkel
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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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