Social Media
- is it a
Game-Changer
for B2B Sales?
Mark Stonham
Twitter @MarkJStonham #LinkedWin
Topics for Tonight


Buying & Selling trends




Align social with sales

Case Study examples & results


Learn from t...
Social Media Strategy for Sales


Conversational not Salesy



Inform, Educate, provide Insight, Entertain



Be Memora...
Internal Collaboration











IBM: let employees set up their own blog and Twitter
accounts to service customer...
Internal Collaboration in Corporates


EMC:



ORACLE: Layered social networks on top of current

B2B social media effor...
pilot social selling program



7 Public Cloud inside sales representatives



Personalized Web, Twitter and LinkedIn pa...









INDIUM:
A company that
manufactures special
alloys isn‟t sexy;
neither is convincing
14 of its engineers to
...
Wild Apricot – 15% uplift in conversions









They tested:
1) a recent user
survey,
2) a link to an online
softwa...




Started 1998 – now $40m 200+ employees.
Give away free and valuable marketing advice
Offer affordable direct-mail p...
Mark Stonham


£50k opportunities over a 3 month period via LinkedIn










Social Selling bid into major Europ...
Approaches & Benefits



Decide on Goals and Objectives



Pick a high impact business area



Leverage Customer Succes...
Put the „Y‟ in your Social Selling
Be
Found

Find
Engage
TAG
Nurture
Is Social Media a Game-Changer
for B2B Sales?
What next?


Take Action on 1+ ideas



Training


LinkedIn Masterclass






October 18 & November 15
One Company ...
To learn more about
how you can use LinkedIn to
generate leads and opportunities …





Contact Mark Stonham
Email mar...
Social media - is it a game-changer for B2B sales - sales & buying trends, social selling examples and 5 LinkedIn tips for...
Social media - is it a game-changer for B2B sales - sales & buying trends, social selling examples and 5 LinkedIn tips for...
Social media - is it a game-changer for B2B sales - sales & buying trends, social selling examples and 5 LinkedIn tips for...
Social media - is it a game-changer for B2B sales - sales & buying trends, social selling examples and 5 LinkedIn tips for...
Social media - is it a game-changer for B2B sales - sales & buying trends, social selling examples and 5 LinkedIn tips for...
Social media - is it a game-changer for B2B sales - sales & buying trends, social selling examples and 5 LinkedIn tips for...
Social media - is it a game-changer for B2B sales - sales & buying trends, social selling examples and 5 LinkedIn tips for...
Social media - is it a game-changer for B2B sales - sales & buying trends, social selling examples and 5 LinkedIn tips for...
Social media - is it a game-changer for B2B sales - sales & buying trends, social selling examples and 5 LinkedIn tips for...
Social media - is it a game-changer for B2B sales - sales & buying trends, social selling examples and 5 LinkedIn tips for...
Social media - is it a game-changer for B2B sales - sales & buying trends, social selling examples and 5 LinkedIn tips for...
Social media - is it a game-changer for B2B sales - sales & buying trends, social selling examples and 5 LinkedIn tips for...
Social media - is it a game-changer for B2B sales - sales & buying trends, social selling examples and 5 LinkedIn tips for...
Social media - is it a game-changer for B2B sales - sales & buying trends, social selling examples and 5 LinkedIn tips for...
Social media - is it a game-changer for B2B sales - sales & buying trends, social selling examples and 5 LinkedIn tips for...
Social media - is it a game-changer for B2B sales - sales & buying trends, social selling examples and 5 LinkedIn tips for...
Social media - is it a game-changer for B2B sales - sales & buying trends, social selling examples and 5 LinkedIn tips for...
Social media - is it a game-changer for B2B sales - sales & buying trends, social selling examples and 5 LinkedIn tips for...
Social media - is it a game-changer for B2B sales - sales & buying trends, social selling examples and 5 LinkedIn tips for...
Social media - is it a game-changer for B2B sales - sales & buying trends, social selling examples and 5 LinkedIn tips for...
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Social media - is it a game-changer for B2B sales - sales & buying trends, social selling examples and 5 LinkedIn tips for sales people and business owners

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This presentation outlines how buying has changed and highlights some strategies for sales people and business owners to consider as a way to respond and be pro-active to find new leads, opportunities and customers. Several case studies are presented, together with key learning points to inspire and guide sales people and business owners into social selling. And there are 5 tips for how to get more from LinkedIn as a sales lead generation and relationship development platform.
For further information contact me, Mark Stonham on mark@wurlwind.co.uk

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  • 3 sections3 mega-trends changes in the B2B Sales market – Considered Purchases6 trends – futures5 practical steps re Linkedin – How to put the Y in your Social Media activityInform, entertain, educate, challenge your thinking?Encourage you to take action! Your Net Worth depends on your Network. Your relationship with your network. First Part – Organising who is in your Network? ????Circles in G+, List in Facebook, Lists in Twitter.TAGs to organise contacts – Core for LinkedIn –
  • Introduction Topics – 2 slidesAsk – who thinks Social Media is a game changer for B2B sales? y/n/?Actually this could be a negative not just a positiveBuyers use Social Media to find suppliers and check reputation Previous game-changers – Email, Mobile, Internet, Search, Took a while to establish – 10 years or so. Social now 5 years old. WIKI sourcesLinkedInFacebookTwitterG+ 2011 – 2nd largest – Overtook Twitter Jan 2013 Circle DiagramSo- will Social Networking a) last and b) change the game?If you use it wisely it could be a positive for you.If you don’t it might be a positive for a competitor.
  • Personal Branding.Through curation for Sales People. BO & Co Creation also.Sales person typically curates anyway – company messageKnow more about your sector, plus your client’s sectorFinds a Specialisation – become the Go-To person in your company/in the market.Create a Resource Centre – Your LinkedIn Profile ++ or your website.My profile – my own plus 3rd party resourcesIBM website page – one of many. IndiumFind a Role Model or 3 out there in Social Media
  • Social media - is it a game-changer for B2B sales - sales & buying trends, social selling examples and 5 LinkedIn tips for sales people and business owners

    1. 1. Social Media - is it a Game-Changer for B2B Sales? Mark Stonham Twitter @MarkJStonham #LinkedWin
    2. 2. Topics for Tonight  Buying & Selling trends   Align social with sales Case Study examples & results  Learn from the pioneers      Corporate Mid tier Owner Managed Sales Professionals 5 Actionable LinkedIn Techniques  Put the „Y‟ is your social media activity
    3. 3. Social Media Strategy for Sales  Conversational not Salesy  Inform, Educate, provide Insight, Entertain  Be Memorable!  Curate - as well as Create  Invite people to take „the next step‟.
    4. 4. Internal Collaboration        IBM: let employees set up their own blog and Twitter accounts to service customers There was no IBM corporate blog or Twitter account There were 17,000 internal blogs, 100,000 employees using internal blogs Up to 500,000 participants in crowd-sourcing “jams.” Results showed: Crowd-sourcing identified 10 best incubator businesses, which IBM funded for $100 million. These generated $100 billion in total revenue for a 10-to1 ROI with a 44.1% gross profit margin
    5. 5. Internal Collaboration in Corporates  EMC:  ORACLE: Layered social networks on top of current B2B social media effort that achieved business transformation by creating a global company-wide social community, EMC ONE. This connected and increased collaboration resulting in double-digit revenue growth in more than 60 countries communication channels and trained 25,000 partners, while reducing costs, boosting satisfaction and increasing PR.  Salesforce.com: Company Communities will be similar to Communities, except intended for internal use. The social collaborative and intranet space is booming, with targeted products from Microsoft 's Yammer, Jive Software, Socialtext, Igloo and others, like Microsoft SharePoint or IBM Connections.
    6. 6. pilot social selling program  7 Public Cloud inside sales representatives  Personalized Web, Twitter and LinkedIn pages  Content Library and short messages  LinkedIn connections from 535 to 3,500 in 6 months  Reach of messaging up from 54,000 to 1.3 million  It triggered 10 orders on the first day a 60-day free trial.
    7. 7.      INDIUM: A company that manufactures special alloys isn‟t sexy; neither is convincing 14 of its engineers to start blogs. It increased leads, prospects, conversions and sales by double digits Plus it gave customers the opportunity to know the company‟s employees personally. Exhibition costs down 75%
    8. 8. Wild Apricot – 15% uplift in conversions      They tested: 1) a recent user survey, 2) a link to an online software directory and 3) a link to the LinkedIn product reviews, along with LinkedIn‟s logo. Showcasing LinkedIn recommendations on our home page raised conversions by 15%.
    9. 9.    Started 1998 – now $40m 200+ employees. Give away free and valuable marketing advice Offer affordable direct-mail printing for small businesses       Create Compelling Content Establish your Face and Voice Build contacts and message them Join LinkedIn Groups and contribute Cold message contacts 600 leads, $72,000 business just from LinkedIn.
    10. 10. Mark Stonham  £50k opportunities over a 3 month period via LinkedIn        Social Selling bid into major European company Interim Sales Manager role in Gloucester LinkedIn Training to Dublin based Call-centre company Connection with Senior Sales decision-makers Partnerships – IT and e-learning Introducers – to help spread the word Website traffic – monitored via Google Analytics
    11. 11. Approaches & Benefits  Decide on Goals and Objectives  Pick a high impact business area  Leverage Customer Success  Learn from a peer group role model  Start small – pilot – test and measure
    12. 12. Put the „Y‟ in your Social Selling Be Found Find Engage TAG Nurture
    13. 13. Is Social Media a Game-Changer for B2B Sales?
    14. 14. What next?  Take Action on 1+ ideas  Training  LinkedIn Masterclass     October 18 & November 15 One Company Training Licenced Training Content Consultancy Services    Individual Profile – “Pimp your Profile” Company Profile set-up Review and Action Plan
    15. 15. To learn more about how you can use LinkedIn to generate leads and opportunities …     Contact Mark Stonham Email mark@wurlwind.co.uk Follow @markjstonham Connect on LinkedIn  Contact Wurlwind  Wurlwind Website     Find and Follow us: Wurlwind on LinkedIn @wurlwind_li @wurlwind_scrm #LinkedWin

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