Welcome to the Webinar            Developing B2B Sales Pipeline                      Through               Social Media Ma...
Overview            B2B Social Media? Really??                  Different perspectives                  Noise            W...
Agenda          Typical Failures in B2B Biz Dev          Through Social Media          “Pull” Activities          “Push” A...
TSL Marketing                                             Dublin                          Montreal                   Bosto...
Context          Main Components of B2B Social Media for          Our Purposes today.                                     ...
Typical Failures            Only People You Know             Conflicting opinions & camps            Non-Systematic, Non-S...
Two Directions            “Pull” Activity                Opening Communication Channels                with New Relevant C...
“Pull” Activities 1 - Preparation        Market Segmentation and Ideal Contact        Profiling        Aligning Sales Peop...
“Pull” Activities 2 – Building a Community          Google Plus                Circles, Groups          LinkedIn          ...
“Pull” Activities 3 – Contact Expansion       Activities        Self-Explanatory        Connect With Your Connection’s    ...
“Push”                             Building Awareness &                                   Credibility                     ...
“Push” Activities        Traditional perception of best activity for        Social Media        Must Have Calls to Action ...
Competitive                               Targeting               Your Competitors’ Customers                             ...
Engaging Competitors Customers          LinkedIn, Twitter, Google+          Example: Twitter                  Competitors ...
“Workload                             Challenges”                               Time and Resources                        ...
Workload Challenges          Typically 8 man-days per month per Rep                  To be systematic, not ad-hoc         ...
“Case Study”                                Real World Example                                             © 2010. TSL Mar...
Case Study        ERP Company Targeting UK        Email Campaign: 25% of Normal Lead Rate        Tele Campaign: 50% of Nor...
Key                                 Takeaways                                             © 2010. TSL Marketing. Proprieta...
Key Takeaways        “Pull” must be Strategic                  Market Segmentation, Contact Profiling                  Bui...
Questions?                                             Michael Kelly                                             mkelly@ts...
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TSL Marketing Webinar: Social Media for B2B Sales Development

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  • You may want to check out our B2B sales webinar coming up on Aug. 14th: 'Selling with Maximum Impact in the Least Time' with Andy Paul from Zero-Time Selling. #1 author on Amazon and backed by 20 years experience in IT, VAR, Tech and more. You can visit my page for the details. We are currently replaying the webinar based on high demand.
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TSL Marketing Webinar: Social Media for B2B Sales Development

  1. 1. Welcome to the Webinar Developing B2B Sales Pipeline Through Social Media Marketingwww.tslmarketing.com | www.tslchannels.com
  2. 2. Overview B2B Social Media? Really?? Different perspectives Noise Webinar Goals: Build new business – short term Build an asset – long term Community & Credibility Make it systematic © 2010. TSL Marketing. Proprietary and Confidential.www.tslmarketing.com | www.tslchannels.com
  3. 3. Agenda Typical Failures in B2B Biz Dev Through Social Media “Pull” Activities “Push” Activities Competitive Targeting Workload Challenges Case Study Best Practice Take-Aways © 2010. TSL Marketing. Proprietary and Confidential.www.tslmarketing.com | www.tslchannels.com
  4. 4. TSL Marketing Dublin Montreal Boston, MA Dubai, UAE Columbia, MD Singapore Pune, India Providing B2B Marketing & Business Development Support Worldwide Since 1999 300+ Full-Time Employees Europe – increasing focus on social mediawww.tslmarketing.com | www.tslchannels.com
  5. 5. Context Main Components of B2B Social Media for Our Purposes today. © 2010. TSL Marketing. Proprietary and Confidential.www.tslmarketing.com | www.tslchannels.com
  6. 6. Typical Failures Only People You Know Conflicting opinions & camps Non-Systematic, Non-Strategic Ad hoc No Sales Goals Where’s Your Sales Process? No Nurturing Goals Low Value Content Lacks subtlety © 2010. TSL Marketing. Proprietary and Confidential.www.tslmarketing.com | www.tslchannels.com
  7. 7. Two Directions “Pull” Activity Opening Communication Channels with New Relevant Contacts Building a Community “Push” Activity Reinforcing Awareness Building Credibility with Contacts Establishing “Thought Leader” Position © 2010. TSL Marketing. Proprietary and Confidential.www.tslmarketing.com | www.tslchannels.com
  8. 8. “Pull” Activities 1 - Preparation Market Segmentation and Ideal Contact Profiling Aligning Sales People, Products, and Target Profiles Refining Sales Person Profiles Position as Thought Leaders Reason to Connect Refining Introductory Text and Follow-On Message © 2010. TSL Marketing. Proprietary and Confidential.www.tslmarketing.com | www.tslchannels.com
  9. 9. “Pull” Activities 2 – Building a Community Google Plus Circles, Groups LinkedIn Advanced Search, Groups, 2nd & 3rd Levels Xing Advanced Search Twitter Upload Emails and Invite Follow Relevant People & Hashtags © 2010. TSL Marketing. Proprietary and Confidential.www.tslmarketing.com | www.tslchannels.com
  10. 10. “Pull” Activities 3 – Contact Expansion Activities Self-Explanatory Connect With Your Connection’s Connections Account Expansion – domestic / international Targeted, Strategic May Require Different Introductory Message E.g. Current Connection is IT, Expansion Contact is CEO or Finance © 2010. TSL Marketing. Proprietary and Confidential.www.tslmarketing.com | www.tslchannels.com
  11. 11. “Push” Building Awareness & Credibility © 2010. TSL Marketing. Proprietary and Confidential.www.tslmarketing.com | www.tslchannels.com
  12. 12. “Push” Activities Traditional perception of best activity for Social Media Must Have Calls to Action Must Encourage Lead Conversion “Re-Marketing” Must Be High Value Content Reinforce Branding & Thought Leadership Both Company and Individual Should be Integrated With Email Campaigns, Events, Etc © 2010. TSL Marketing. Proprietary and Confidential.www.tslmarketing.com | www.tslchannels.com
  13. 13. Competitive Targeting Your Competitors’ Customers © 2010. TSL Marketing. Proprietary and Confidential.www.tslmarketing.com | www.tslchannels.com
  14. 14. Engaging Competitors Customers LinkedIn, Twitter, Google+ Example: Twitter Competitors Twitter Account Check their “Followers” Not just “Company” – actual “Contact” Follow Them, they Follow you Build rapport through thought leadership Send direct message Be careful ! © 2010. TSL Marketing. Proprietary and Confidential.www.tslmarketing.com | www.tslchannels.com
  15. 15. “Workload Challenges” Time and Resources © 2010. TSL Marketing. Proprietary and Confidential.www.tslmarketing.com | www.tslchannels.com
  16. 16. Workload Challenges Typically 8 man-days per month per Rep To be systematic, not ad-hoc Difficult to manage all platforms LinkedIn, G+, Xing, Twitter, Email, etc Rapidly changing environment What’s next?! Opportunity cost Sales rep not selling Content Expertise and time challenges © 2010. TSL Marketing. Proprietary and Confidential.www.tslmarketing.com | www.tslchannels.com
  17. 17. “Case Study” Real World Example © 2010. TSL Marketing. Proprietary and Confidential.www.tslmarketing.com | www.tslchannels.com
  18. 18. Case Study ERP Company Targeting UK Email Campaign: 25% of Normal Lead Rate Tele Campaign: 50% of Normal Lead Rate Social Media: 400% of Email Campaign 200% of Tele Campaign Calls Agreed With Prospects Proposals Sent Result: Client now 100% Social Media based business development campaigns © 2010. TSL Marketing. Proprietary and Confidential.www.tslmarketing.com | www.tslchannels.com
  19. 19. Key Takeaways © 2010. TSL Marketing. Proprietary and Confidential.www.tslmarketing.com | www.tslchannels.com
  20. 20. Key Takeaways “Pull” must be Strategic Market Segmentation, Contact Profiling Building your own “Community” “Push” must have Value Insights, Research, White Papers, Webinars Specific, Measurable Goals Agree to introductory call, demo, workshop Must be Systematic Not just with Contacts you already know Workload and Resourcing? © 2010. TSL Marketing. Proprietary and Confidential.www.tslmarketing.com | www.tslchannels.com
  21. 21. Questions? Michael Kelly mkelly@tslmarketing.co.uk +353 1 687 7991www.tslmarketing.com | www.tslchannels.com
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