[Webinar] Master the Art of Social Selling - APAC
 

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Context, Content and Alignment are the key to any successful sales and marketing partnership. This presentation is designed for marketers and sales professionals to outline the power of social media ...

Context, Content and Alignment are the key to any successful sales and marketing partnership. This presentation is designed for marketers and sales professionals to outline the power of social media and content for driving the sales funnel.

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  • AMY <br /> So we’ve talked about the bedrock of any successful prospect engagement – CONTEXT, done successfully these social selling skills will help engage prospects at the top of the funnel and accelerate mid funnel opportunities, please get in touch if you or your teams would like further training on engaging with social media or visit sales.linkedin.com for more information. <br /> <br /> Now, let’s hand over to Kieran at HubSpot who will cover the next two sections on CONTENT and ALIGNMENT, talking us through what you need to be successful to draw prospects and suspects down the funnel and create a sales and marketing partnership you can have confidence in. <br /> <br /> NEXT SLIDE <br />
  • [Kieran]: In this section we are going to cover why it’s important for sales and marketing to collaborate on the content you create. <br />   <br /> When creating your content marketing plan, it’s important to not only attract people to your website, but you also want to have the right content to turn those people into leads for your sales team and eventually paying customers for the business. <br />
  • [Kieran]: This really all starts with sales and marketing having a unified picture of the funnel. <br />   <br /> Marketing and sales need to have the same view of who their customers are and clear understanding of what their goals and challenges are at each point of the funnel. <br />   <br /> They should also have the same view on what are the key metrics across the funnel, which is something we are going to discuss in a later section. <br />
  • [Kieran] The reason it’s important for sales and marketing to have that unified view of the funnel and collaborate on content is really well summarised by this line – “Great content is the best sales tool in the world”. <br />   <br /> This is a quote from Marcus Sheridan. Early HubSpot customer, now partner [tell story]. <br />   <br /> Content isn’t just something you put out there to attract people to your website, but it’s what helps grow your traffic and convert that traffic into leads and actual sales. <br />
  • [Kieran] To really help with that alignment on who your customer is and the type of content you should produce from them at each point of the funnel, it’s important that marketing and sales both understand who their buyer personas are. <br />   <br /> ** Talk about Marketing Mary, HubSpot’s primary buyer persona. <br />
  • [Kieran] An easy way to start figuring out the right content plan for your buyer personas is to ask sales – what are your customers top questions, challenges and pain points? <br />   <br /> Sales are on the phone everyday with the people who are interested in your product or service. They’ll know things like: <br />   <br /> 1) What are their most FAQ <br /> 2) What are their top challenges <br /> 3) What are their most common pain points <br />
  • [Kieran] An easy way to start figuring out the right content plan for your buyer personas is to ask sales – what are your customers top questions, challenges and pain points? <br />   <br /> Sales are on the phone everyday with the people who are interested in your product or service. They’ll know things like: <br />   <br /> 1) What are their most FAQ <br /> 2) What are their top challenges <br /> 3) What are their most common pain points
  • [Kieran] Take a couple of those questions, challenges and pain points each month and answer them by creating lots of different content in different formats. <br />   <br /> You can create a really valuable offer that’s going to help you to generate leads for your business, because people are going to fill in a form to get this offer. <br />   <br /> The important thing to keep in mind when creating an offer is it needs to feel like a fair exchange. The person is giving you some of their personal details, so in return the offer they get should be really good. <br />   <br /> Quality of information is really important. <br />
  • [Kieran] From that offer you can create a series of blog posts around the same topic. <br />   <br /> Each of these blog posts can link back to the offer to make sure you are funnelling people back to your landing page where you can convert this traffic into leads. <br />
  • [Kieran] <br />   <br /> - Talk why marketing should feel empowered looking at this metric. <br /> - They are responsible for creating revenue for the business and that’s how they should be measured. <br />
  • <br /> [Kieran] Show this chart as an example. Go through the different metrics. <br />
  • [Kieran] In HubSpot our marketing team look at metrics that traditionally marketing wouldn’t look at. <br />   <br /> This chart tells us about lead quality <br /> Helps marketing and sales talk about metrics that matter to both <br />
  • [Kieran] <br /> <br /> - Just like marketing have an SLA on leads delivered to sales. Sales have an SLA in the number of times they follow up on high value leads. <br />   <br /> - Making sure they are working the leads we generate. <br />
  • [Kieran] <br /> <br /> - Frequent: Look at our important metrics everyday. <br /> - Public: Make sure everyone has access to these. <br /> - Transparent: Don’t hide behind numbers. Marketing know exactly how are different sales reps are performing and sales know how marketing are performing against their key metrics. Helps with accountability between teams. <br />
  • [Kieran] It’s also important to understand the different hand off points. There should be a clear definition of what a marketing qualified lead is. <br />
  • [Kieran] - Go through examples of what a marketing qualified lead is <br />
  • [Kieran] Sales will obviously do some extra qualification to create a sales qualified lead <br />
  • [Kieran] The bottom part of the funnel is owned by sales <br />
  • [Kieran] The great thing in HubSpot is marketing and sales can look at the same reports to see performance right across the funnel. <br /> Again this helps with alignment between teams as they are talking about the same metrics. <br />
  • (1) Need to fix background of image

[Webinar] Master the Art of Social Selling - APAC Presentation Transcript

  • 1. MASTER THE ART OF CONTEXT CONTENT ALIGNMENT
  • 2. Meet Your Experts: Kieran Flanagan International Marketing Director HubSpot @searchbrat Carla Glavonjic Marketing Manager LinkedIn @CarlaGlavonjic
  • 3. Welcome Most Popular Most Endorsed Earliest Adopter Most Connected Shankar vishwanath Phil Mudge Emma Boyd Michele Smorgon
  • 4. Agenda CONTEXT CONTENT ALIGNMENT #SocialSelling
  • 5. 1 CONTEXT: Social Selling. #SocialSelling
  • 6. Leveraging your social brand to fill your pipeline with the right people, insights and relationships.
  • 7. Establish a professional presence on LinkedIn with a complete profile Create a professional brand Prospect efficiently with powerful search and research capabilities Find the right people Discover and share valuable information to initiate or maintain a relationship Engage with insights Expand your network to reach prospects and those who can introduce you to prospects Build strong relationships #SocialSelling
  • 8. Tip: Build a Strong Professional Profile Add a photo, experience and skills that showcase the brand of YOU 8
  • 9. LinkedIn Confidential ©2013 All Rights Reserved 9
  • 10. Tip: Proactively Develop Your Network Build trusted relationships who can support your professional objectives #SocialSelling
  • 11. What do you need to be successful?
  • 12. 2 CONTENT: Marketing & Sales. #SocialSelling
  • 13. “Sales and marketing must have a unified picture of the funnel.”
  • 14. @TheSalesLion Great content is the best sales tool in the world.
  • 15. MARKETING MARY • Professional marketer (VP, Director, Manager) • Mid-sized company (25-200 employees) • Small marketing team (1-5 people) • BComm (BU), MBA (Babson) • 42, Married, 2 Kids (10 and 6) Goals: • Support sales with collateral and leads • Manage company communications • Build awareness Challenges: • Too much to do • Not sure how to get there • Marketing tool and channel mess Loves HubSpot because: • Easy to use tools that make her life easier • Learn inbound marketing best practices • Easier reporting to sales and CEO #SocialSelling
  • 16. Ask Sales “What are our customers questions, challenges and pain points”
  • 17. Use them to create your Content Machine ! #SocialSelling
  • 18. 1 Ebook w/ LP / Month CREATE A CONTENT ENGINE
  • 19. 1 Ebook w/ LP / Month CREATE A CONTENT ENGINE 4 Blog Posts / Month #SocialSelling
  • 20. 1 Ebook w/ LP / Month CREATE A CONTENT ENGINE 4 Blog Posts / Month 8 FB Posts / Month
  • 21. 1 Ebook w/ LP / Month CREATE A CONTENT ENGINE 4 Blog Posts / Month 8 FB Posts / Month 16 Tweets / Month #SocialSelling
  • 22. Map that content across your funnel to make sure you have the right content for each stage. Awareness Evaluation Purchase What content do you need to attract your buyer persona in the awareness stage? What content will help your buyer persona in the evaluation stage?
  • 23. JOIN THE CONVERSATION #SocialSelling
  • 24. Sales are a great source of content ideas.
  • 25. 3 Marketing & Sales Alignment.
  • 26. DEFINE A SERVICE LEVEL AGREEMENT #SocialSelling
  • 27. Track the # of Marketing Qualified Leads Track progress on these same marketing qualified events.
  • 28. Figure out your SLA € Demo € Trial € Contact Sales € IMA
  • 29. Define Key Metrics Leads The # of new leads you bring in. Pipeline The # of leads you qualify for sales follow-up. Sales The number of leads who convert into customers. Identify the metrics essential for sales & marketing success #SocialSelling
  • 30. Define Key Metrics OWNED BY MARKETING
  • 31. Marketing are Empowered 60% of the sales cycle is over – before a buyer talks to your salesperson. Corporate Executive Board: bit.ly/zub217
  • 32. a. Visits per channel b. Leads per channel c. Visit-to-lead ratio per channel d. Lead-to-customer ratio per channel Track Leads Across Different Sources #SocialSelling
  • 33. Workable New Leads Dashboard http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx
  • 34. Leads Followed Up & Forecast
  • 35. www.b2bmarketing.net Frequent Public Transparent Marketing Shared Dashboards #SocialSelling
  • 36. www.b2bmarketing.net OWNED BY MARKETING OWNED BY SALES The Handoff Point
  • 37. www.b2bmarketing.net Examples of Marketing Qualified Leads: Contact who downloaded an ebook on lead gen, company is 200-1,000 employees & in the UK. A contact at a company in the UK who filled out the form to request a sales demo or started a trial. A contact at a company whose role makes him/her a decision maker, e.g. Director.
  • 38. www.b2bmarketing.net Examples of Sales Qualified Leads: Is the contact a primary decision maker? Do they have a defined project? Do they have a budget? Do they have a defined time frame?
  • 39. Sales Converts Opportunities into Customers OWNED BY SALES #SocialSelling
  • 40. Track # of New Customers Generated Ensure that your marketing efforts are bringing in new customers
  • 41. Q&A #SocialSelling Carla Glavonjic Marketing Manager LinkedIn @carlaglavonjic Kieran Flanagan Marketing Director HubSpot @searchbrat