TSL Marketing Webinar: Social Media for B2B Sales Development

Welcome to the Webinar

Developing B2B Sales Pipeline
Through
Social Media Marketing

www.tslmarketing.com | www.tslchannels.com

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.

Agenda

Typical Failures in B2B Biz Dev
Through Social Media
“Pull” Activities
“Push” Activities
Competitive Targeting
Workload Challenges
Case Study
Best Practice Take-Aways

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 media


Context
Main Components of B2B Social Media for
Our Purposes today.


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

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


“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


“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


“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


“Push”
Building Awareness &
Credibility


“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

Competitive
Targeting
Your Competitors’ Customers


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 !


“Workload
Challenges”
Time and Resources


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

“Case Study”
Real World Example


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

Key
Takeaways


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?

Questions?
Michael Kelly
mkelly@tslmarketing.co.uk
+353 1 687 7991


TSL Marketing Webinar: Social Media for B2B Sales Development

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