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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.

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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  • 1. HOW TO MASTER THE 3 C’S OF CONTEXT #3CSocialSelling Social Selling CONTENT COLLABORATION
  • 2. Meet Your Experts: Josh Zerkel @JoshuaZerkel #3CSocialSelling Mark Roberge @markroberge Koka Sexton @KokaSexton
  • 3. Agenda 1.  Context-Based Social Selling 2.  Sales & Marketing Alignment 3.  Collaboration Among Teams 4.  Real World Issues Solved #3CSocialSelling
  • 4. 1 CONTEXT: Social Selling. #3CSocialSelling
  • 5. Social Selling Defined: Leveraging your social brand to fill your pipeline with the right people, insights and relationships. #3CSocialSelling
  • 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. What do you need to be successful? #3CSocialSelling
  • 8. 2 CONTENT: Marketing & Sales. #3CSocialSelling
  • 9. ADD VALUE FIRST “What would your marketing look like if your customer signed your paycheck?” #3CSocialSelling ANN HADLEY, CHEIF CONTENT OFFICER, MARKETINGPROFS
  • 10. COLLABORATE WITH SALES #3CSocialSelling
  • 11. JOIN THE CONVERSATION #3CSocialSelling
  • 12. 1 Ebook w/ LP / Month #3CSocialSelling CREATE A CONTENT ENGINE
  • 13. 1 Ebook w/ LP / Month 4 Blog Posts / Month #3CSocialSelling CREATE A CONTENT ENGINE
  • 14. 1 Ebook w/ LP / Month 4 Blog Posts / Month 8 FB Posts / Month #3CSocialSelling CREATE A CONTENT ENGINE
  • 15. 1 Ebook w/ LP / Month 4 Blog Posts / Month 8 FB Posts / Month 16 Tweets / Month #3CSocialSelling CREATE A CONTENT ENGINE
  • 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. SALES CALL ATTEMPTS #3CSocialSelling
  • 18. DAILY ACCOUNTABILITY FOR MARKETING & SALES * Data has been altered from actual HubSpot data for the purposes of this presentation. #3CSocialSelling
  • 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. 3 Collaboration. #3CSocialSelling
  • 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. Build Audience Personas •  Ideal customer profiles •  Needs, wants, challenges •  Solutions they’re looking for •  Verbiage that would appeal to them #3CSocialSelling
  • 23. Identify Your Buyer Persona SUSAN ERIC
  • 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. Share Marketing Plans And Calendars •  Keep sales abreast of what’s coming •  Everyone stays on the same page #3CSocialSelling
  • 26. Share Tools •  Templates •  Scripts •  Social post guidelines •  Content examples •  Customizable email drafts #3CSocialSelling
  • 27. CONTEXT + CONTENT + COLLABORATION SUCCESS! #3CSocialSelling =
  • 28. Gift To Attendees #3CSocialSelling
  • 29. Thank You! #3CSocialSelling
  • 30. Listen to the recording alongside these slides. DOWNLOAD RECORDING NOW #3CSocialSelling
  • 31. Q&A #3CSocialSelling @KokaSexton @MarkRoberge @JoshuaZerkel