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The Social Selling Era: a session by LinkedIn


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Social networks and social media have irrevocably changed the buying process. Learn from the industry leader in online professional networks, LinkedIn, to see how this new social selling era has …

Social networks and social media have irrevocably changed the buying process. Learn from the industry leader in online professional networks, LinkedIn, to see how this new social selling era has given companies a competitive advantage. Head of LinkedIn Sales Solutions, Matt Loop, will share strategies and best practices for creating a scalable social selling program. This is a must-see session for sales professionals and organisations focused on pipeline generation and sales effectiveness through the power of social.

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  • 1. ©2013 LinkedIn Corporation. All Rights Reserved.Welcome to the Social Selling EraCeBit – May 28, 2013Matt LoopHead of Sales Solutions, ANZLinkedIn Sales Solutions
  • 2. MEMBERS WORLDWIDE+2 NewMEMBERS PER SECOND100M+MONTHLY UNIQUE VISITORS225M+LinkedIn is the world’s largest professional network
  • 3. Our Mission.Connect the world’s professionals to makethem more productive and successful
  • 4. HireEngage the world’sbest passive talentSellEngage the world’sdecision makersMarketEngage most effectivelywith professionals
  • 5. HireEngage the world’s best passive talent
  • 6. LinkedIn Confidential ©2013 All Rights ReservedReach the best candidates, not just the activesPASSIVE>80%225M+ACTIVE<20%MEMBERS
  • 7. Talent leaders know that brand mattersAgree that employer brandhas significant impact onability to hire great talentSavings in cost per hireis associated with a strongemployer brand83% 50%
  • 8. MarketEngage most effectivelywith professionals
  • 9. 225 million mindsOne aspirational mindset1 – The Mindset Divide research study, TNS, September 2012Top 3 types of content expected1Spend TimePersonal NetworksInfo on friendsInfo on personal interestsEntertainment updatesInvest TimeProfessional NetworksCareer infoUpdates on brandsCurrent affairs123
  • 10. Brands build relationships withthe world’s professionalsby using accurate targeting to deliver relevant contentTarget Publish ExtendTarget with accuracyto reach a highquality audiencePublish relevantcontent in aprofessional contextExtend through socialsharing and extendquality traffic and datato your sites
  • 11. SellEngage the world’s decision makers
  • 12. Focus becomes ever-increasing challengeBuild MorePipeline©2013 LinkedIn Corporation. All Rights Reserved.
  • 13. Who is responsible for lead generation?©2013 LinkedIn Corporation. All Rights Reserved.Marketing30%
  • 14. The world and buyers have changedWhat once worked, will not work anymore©2013 LinkedIn Corporation. All Rights Reserved.97%75% 57%Of the time coldcalls do not work*7% worse every yearsince 2010B2B purchaserinfluencedby socialBuying decisionsare made beforesales rep involvementCorporate Executive Board 2012Connect & Sell 2012IBM Buyers Preference Study 2011
  • 15. Call From Unknown+61 2 8000 2000vs.Contacts Lists CompanyWebpageColdContactTargetedSearchSocialProfileWarmIntroduction©2013 LinkedIn Corporation. All Rights Reserved.JackBrian
  • 16. TargetedSearchSocialProfileWarmIntroductionWhat makes Brian more successful?©2013 LinkedIn Corporation. All Rights Reserved.Leadwith insightUse social mediaas critical channelPersonally ownlead generationReps using this are 40% more successful
  • 17. ©2013 LinkedIn Corporation. All Rights Reserved.So what is social selling?Leveraging social media to connect with prospects andcustomers in a meaningful way.LinkedIn’s Mission:Turn relationships andinformation into businessopportunities.
  • 18. HowHow do I geta warm intro?©2013 LinkedIn Corporation. All Rights Reserved.+225Mmembers+2Bmember updatesper weekBillionsconnectionsLinkedIn defines social sellingWhatWhat totalk about?WhoWho are theRight People?
  • 19. Who are the right people?My search yielded 124,789 search results!I don’t have time to sort through all these searchesBy using the premium search filters, it getsmuch narrower…Find Key Prospects1With TeamLink, I can narrow down to profiles that haveconnection paths to my teamBrian©2013 LinkedIn Corporation. All Rights Reserved.
  • 20. What to talk about?©2013 LinkedIn Corporation. All Rights Reserved.Discover Actionable Insights2Brian
  • 21. How do I get in?Brian4Find a common connectionThis profile fits all my criteria, and has a connectionto someone in our Canadian officeI have a meeting set up for Tuesday!©2013 LinkedIn Corporation. All Rights Reserved.3Asks teammate for an introduction
  • 22. Don’t be that salesperson…
  • 23. Don’t be that salesperson…
  • 24. Don’t be that salesperson…
  • 25. Don’t be that salesperson…
  • 26. Social data can surface insights in several areasWho theyare…NameBackgroundInterestsCompanyWhom dothey know…Inside/Outside CompanyIn IndustryBy GeographyRecommendationsWhat are theydoing…New ConnectionsActivity UpdatesAdding to ProfileWhat are prospects & customers likelyto want to do in the future?
  • 27. Be this salesperson!©2013 LinkedIn Corporation. All Rights Reserved.2XNormal deal size1hourresponse rate½ averagesales cycle length
  • 28. Social Selling Index• Visibility into company’s socialselling activities• Identify opportunities forimprovement• Benchmark against peers andcompetitorsRanks and tracks company utilization ofLinkedIn as a social selling tool.
  • 29. Social Proximity IndexAssigns new leads and opportunities to salesprofessionals based upon their relationships.
  • 30. Integration to Salesforce.comIncluded in the various Sales Navigator subscriptions
  • 31. ©2013 LinkedIn Corporation. All Rights Reserved.
  • 32. From Resume to Reputation©2013 LinkedIn Corporation. All Rights Reserved.
  • 33. Source: Eloqua: The Grande Guide to Social Selling
  • 34. Recent Studies: Top Sales Professionals Use LinkedIn
  • 35. 2237Other Top 25Social selling works – just look at this leading technologycompany compared to their peers…©2013 LinkedIn Corporation. All Rights Reserved.US AMs & AEs onLinkedInSocial Selling Index Top 25 reps: Do 3.8x as many searchesfor prospects as their peers View 2.4x as many profilesas their peers Are connected to 1.8x asmany people as their peersTop 25 US reps1.7xData is from March 2013. Comparison is between US Account Managers & Account Executives & top 25 performers (as sent by leading tech firm in April 2013).
  • 36. LinkedIn Confidential ©2013 All Rights Reserved 36 $1 millIncreased net new revenueover 18 months20% to 50%Increased level ofengagement of VP’s Rapid adoption bysales, daily-use solution“Leveraging LinkedIn Sales Navigator has enabled oursales organization to gain access to our ideal customerprofiles faster and more precisely. The net result is morequality leads in the pipeline, which helps us capture agreater share of the market.”Eric MarcyDirector, Sales Development and PerformanceThe SAVO Group
  • 37. LinkedIn Confidential ©2013 All Rights Reserved 3790%Rapid adoption by sales Sales pipeline Decreased avg sales cycle“More than 90 percent of our sales staff is usingLinkedIn to drive deeper customer relationships,expand our sales pipeline, and close deals everyday.”Loren AlhadeffVP, Corporate SalesDocuSign
  • 38. Summary: Social selling best practicesBuyers have changedLeverage social data©2013 LinkedIn Corporation. All Rights Reserved. 38Buyers are well educatedLead with insightsCold calling is ineffectiveGo in warm
  • 39. ©2013 LinkedIn Corporation. All Rights Reserved.Visit our booth inmaps.linkedinlabs.comHow to get started with social selling, TODAYVisualizeyour networkProfessionalprofile photoSearch ‘LinkedIn’on appstoreFind content
  • 40. ©2013 LinkedIn Corporation. All Rights Reserved.Thank you!