B2 b on linkedin.com
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B2 b on linkedin.com

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B2 b on linkedin.com B2 b on linkedin.com Presentation Transcript

  • 1 2012 LinkedIn – “Sales Playbook” How To Leverage LinkedIn To Generate Sales Following the 3 Stage LinkedIn “Sales Playbook” Maximizes your Ability to Leverage LinkedIn to Generate New Sales. Lead Generation Roadmap 1. Developing Your Profile 2. Adding Applications 3. Joining Groups 4. Posting Updates 5. Following Prospects 6. Adding Connections 7. Developing A Sales Strategy 8. Establishing Yourself As A thought Leader 9. Creating Your Own Linkedin Group 10. Engaging In Group Discussions 11. Creating and Promoting Events 12. Converting Event Attendees Into Sales Opportunities Linked Stage 1Stage 2Stage 3
  • 2 How To Leverage LinkedIn To Generate Sales There are “12 Key Components” to a LinkedIn Sales Strategy and Each Component Is Critical To The System’s Ability To Generate Sales LinkedIn – Lead Generation System- Components2012 LinkedIn – Sales Playbook - Components 1 Developing Your Profile 7 Developing A Sales Strategy 2 Adding Applications 8 Establishing Thought Leadership 3 Joining Groups 9 Creating Your Own Group 4 Posting Updates 10 Engaging In Group Discussions 5 Following Prospects 11 Creating and Promoting Events 6 Adding Connections 12 Converting Attendees Into Sales
  • 3 Business Value of Executing the LinkedIn Lead Generation Roadmap:  LinkedIn provides a unique and highly effective method to quickly generate and maintain a steady flow of new leads  Executing the OE – LinkedIn Lead Generation System provides a proven method to generate new leads quickly and effectively and with maximum efficiency  Provides a sustainable competitive edge and increases sales, profit and customer growth capabilities Key Benefits:  Increased Lead Generation  Faster Speed  Higher Quality  Improved Effectiveness  Increased Efficiency  Grow Sales  Increase Profits  Attract and Retain More Customers Within each LinkedIn Lead Generation System Component is a “Set of Processes” that Maximize the Overall Lead Generation System’s – Effectiveness and Efficiency LinkedIn Lead Generation - Processes
  • 4 1. Developing Your LinkedIn Profile Business Value of Setting Up Your LinkedIn Profile:  LinkedIn is the foundation stone in leveraging social media to generate new business to business sales leads  The quality in which you set up your profile will play a significant role in your ability to leverage LinkedIn to identify new prospects and generate new leads Key LinkedIn Profile Components:  Image and headline  Connections and recommendations  Website links  Summary and specialties  Applications  Experience  Skills  Interests / associations / awards  Contact information Setting Up Your LinkedIn Profile Is The Foundation Of Leveraging LinkedIn To Identify New Prospects and Generate New Leads.
  • 5 2A. Adding LinkedIn Recommendations Business Value of Adding Recommendations:  Many professional business people use LinkedIn as a primary tool to gather intelligence in making business decisions  There are a small number of people that use LinkedIn to mine data and then spam members with non pertinent information  As a result, the number of recommendations a LinkedIn member has on their profile is often a quick and effective method for establishing the credibility of the profile owner Key Benefits:  Eliminates prospect doubt  Establishes credibility  Adds value  Increases profile views  Increases inquiries  Increases new lead opportunities Adding Recommendations To Your LinkedIn Profile Is A Key Factor For LinkedIn Members In Determining Credibility and Value
  • 6 2B. Adding LinkedIn Applications Business Value of Adding LinkedIn Applications:  LinkedIn’s application function allows you to add Powerpoint, Video, Audio, PDF and event collateral to your profile  This allows you to convey product and service introductions, case studies, testimonials, industry studies and other key thought knowledge information in multimedia formats that are significantly more effective than standard emails that would be primary marketing and communication tools outside of the LinkedIn site Key Benefits:  Multimedia marketing presentations  Video presentations  Testimonials  Sales sheets  Technical data sheets  Podcasts and webcasts Adding LinkedIn Applications Increases The Ability To Market Your Offering Through Various, Effective Multimedia Formats
  • 7 3. Joining LinkedIn Groups Business Value of Joining LinkedIn Groups:  Provides you with the ability to directly access and communicate with key target prospects through multiple and highly effective internal LinkedIn communication channels.  Provides the ability to post your marketing messages and events in view of large blocks of key decision makers increasing event attendance and lead generation opportunities. Key Benefits:  Maximizes target prospect visibility and increases contact capability  Extends market reach Optimizes lead generation Joining LinkedIn Groups extends your network further to help identify new prospects and generate new leads.
  • 8 4. Posting LinkedIn Updates Business Value of Posting LinkedIn Updates:  LinkedIn provides you with the ability to post valuable information about your target industry and market segments which establishes you as a thought leader and creates a competitive advantage in the minds of your prospects  Provides the ability to post your marketing messages and events in view of target prospects which increases event attendance and new lead generation opportunities. Key Benefits:  Establishes and maintains – Thought Knowledge Leadership  Increases event attendance  Generates inbound inquiries  Provides leads w/ contact information Posting LinkedIn Updates creates and maintains top of mind awareness, creates greater interest and increases lead generation opportunities
  • 9 5. Following Prospects: Companies and Contacts Business Value of Following Companies / Contacts:  LinkedIn provides you with the ability to set up filters that allow you to identify companies and contacts that meet your ideal customer profile.  Following companies and contacts provides you with up to date key business intelligence that can be leveraged to build and maintain new business relationships and generate new lead opportunities Key Benefits:  Acquire key business intelligence  Identify valid business reasons  Notification of key decision maker changes  Generates new lead generation opportunities Following companies and contacts on LinkedIn provides you with key business intelligence on target prospects that identifies new potential lead generation opportunities within target prospect accounts
  • 10 6. Adding LinkedIn Connections Business Value of Adding LinkedIn Connections:  LinkedIn is full of professionals who use the site for business purposes  In order for you to communicate directly with LinkedIn members that meet your ideal customer profile they must first be a connection in your LinkedIn network.  Once connected you can market and communicate directly through LinkedIn Key Benefit  Increases target prospect visibility  Increases contact capability Rules Governing – Adding Connections  How many you can invite  Who you can invite  How you can invite  What if you violate Adding LinkedIn Connections extends the network of target prospects that you can market and communicate with directly through LinkedIn
  • 11 7. Establishing Yourself As A Thought Leader Business Value:  Establishing and maintaining thought knowledge leadership in your area of expertise is the key to earning new leads  Establishing thought knowledge leadership means demonstrating and conveying key business intelligence on industry trends and challenges, pain, problems and opportunities  RSS feeds are the key to quickly and effectively obtaining key industry and market intelligence and establishing thought knowledge leadership Key Benefits:  Thought knowledge leadership  Quickly and effectively  Increase prospect network  Competitive differentiator  Increase event attendance  Increase inbound inquiries  Increase lead opportunities Increases Ability to Achieve and Maintain Thought Knowledge Leadership Which Is The Key To Generating Social Media Leads
  • 12 7. Engaging In LinkedIn Discussions Business Value of Engaging in LinkedIn Discussions:  Provides you with the ability to directly access and communicate your thought knowledge leadership with your key target prospects  Establishing thought knowledge leadership through LinkedIn discussions establishes credibility and trust as well as leads to new inbound inquiries and new lead opportunities Key Benefits:  Establishes thought knowledge leadership  Creates competitive advantage Increases event attendance Increases new lead opportunities Engaging in LinkedIn discussions extends your ability to establish yourself as a thought leader and establish the value of your offerings.
  • 13 8. Developing Your LinkedIn Sales Strategy Business Value:  The LinkedIn platform has many options, functions and capabilities  This provides increased opportunities to increase branding and awareness and generate new leads  It also can result in a significant waste of time, energy and focus from other key business  Executing a proven system for developing a marketing / branding system on LinkedIn increases the ability to improve employee & company ROI Key Benefits:  Increase reach  Improve prospect awareness  Increase brand awareness  Establish credibility  Improve perceived value  Improve inbound inquires  Increase lead opportunities  Increase revenue Maximizes the Speed, Effectiveness and Efficiency in Generating New Leads
  • 14 10. Promoting Events Business Value:  LinkedIn provides one of the most effective social media channels available to increase the number of target contacts that attend key target industry events  Many companies spend a great deal of time, money and energy to promote events via social media and yet their efforts result in a minimal increase in event attendance  This strategy has established a track record of significantly increasing event attendance as well as new leads Key Benefits:  Increase event attendance  Proven system of success  Minimize efforts  Maximize effectiveness  Generate new leads Increases Event Attendance and New Lead Opportunities
  • 15 11. Researching Event Attendees Business Value:  Event attendance and other inbound inquires vary significantly in their match against your ideal prospect opportunity  LinkedIn’s built-in business intelligence system allows you to quickly eliminate vendor viewings and non target inquiries  LinkedIn also allows you to quickly and effectively identify event attendees that fit your ideal customer profile as well as identify valid business reasons that increase your ability to reach and engage event attendees in qualification discussions Key Benefits:  Increased business intelligence  Eliminate non target attendees  Identify target opportunities  Obtain key business intelligence  Increases attendee contact  Increases attendee qualification  Increases lead generation  Increases sales opportunities Maximizes Effectiveness of Converting Event Attendees Into New Leads
  • 16 12. Converting Event Attendees Into New Leads Business Value:  Social Media is a marketing tool  Marketing moves people  Sales move products  There is a proven 3 step follow-up process that will maximize the probability that contacts will convert to prospects and prospects will convert to sales • LinkedIn InMail • Follow-Up eMail • Follow-Up Call • Ensure Network Connection • Thought Knowledge Drip Key Benefits:  Multiple valid contact reasons  Multiple contact methods  Maintain branding and awareness  Increase new lead contacts  Increase lead qualification  Increase revenue opportunities Ensures Maximum ROI of Converting LinkedIn Contacts Into New Leads