Explore social tools and techniques that will help you reach new lands of opportunity in sales and marketing. Topic: What’s Working NOW: Best Practices for Marketers and Salespeople in the Social Era Speaker: Brian Carter, Social Media Expert and Bestselling Author How to avoid the biggest sales obstacles in recent market trends Social media tactics that boost referrals and warm up prospects Proven strategies for generating leads on Facebook and LinkedIn and more

1. Salespeople &
Marketers
in the Social Era
What’s Changed and What Works Now in 2013

2. BrianCarterYeah.com
SocialMediaKeynoteSpeaker.com

4. Goals of this Webinar
This is a B2B social media sales & marketing webinar for companies that sell to
businesses with more than 500 employees.
 For Salespeople:
 Find out how social media has changed Sales strategy and execution.
 Learn what today’s top salespeople are doing to drive more revenue.
 Learn optional marketing techniques that some salespeople use to attract
even more sales.
 For Marketers:
 Find out how to work with modern Sales professionals.
 Learn how to improve your marketing strategy.
 See how thought leadership & content marketing drive sales.
 For Executives:
 Find out what to expect from Sales & Marketing.
 See which roles should be pursuing specific strategies and tactics.

6. The Skills Overlap For
Marketers & Salespeople
Marketing Sales
Marketing Both Sales
Advertising,
Marketing
Automation,
Content Marketing
Thought
Leadership,
Blogging, Curation
Prospecting,
Warm Calls,
Consultative Selling
& Golfing

7. How Sales & Marketing
Have Changed
Sales has changed in five major ways:
1. Inbound marketing has begun to
dominate over interruptive.
2. Selling has shifted from
transactional to consultative.
3. Social Media is everywhere.
4. Thought leadership has become
critically important.
5. Content marketing has matured.
Inbound
Marketing
Social Media
Content
Marketing
Thought
Leadership
Consultative
Selling

8. The Dominance of Inbound
Marketing
 The power and
popularity of inbound
marketing has grown
dramatically.
 Even some Social
Salespeople are
inbound marketing for
themselves.
 Outbound strategies
still have a place.
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9. Shifting Strategies
Out with the OLD
 Email Spam
 Print media marketing
 Yellow pages
 Newspapers
 Brochures
 Telemarketing
In With the NEW
 Marketing Automation
 Ebooks
 Whitepapers
 Webinars
 Video Conferencing

10. The Shift to Consultative
Sales
Transactional Sales Consultative Sales
Salesperson’s Role Order taker
Trusted subject
matter expert
Where? Web, Phone, F2F Phone, F2F
Buyer Readiness
Know what
they want
Need education
and diagnosis
Product/Service A few sizes fit all Custom
Buyer’s
Selection Criteria
Price, convenience
Salesperson’s
guidance
Sales Cycle Short Long

11. The Shift to Consultative
Sales
“Buyers want more power in the buying
process. Buyers want to see how the
solution will solve their specific problem.
“A guy selling $3,000 suits, instead of just
telling you about the suit, will ask, ‘What
will you do in this suit? We’ll customize
this suit to how you’re gonna use it.’”
– Garrison Wynn, Author of
The Real Truth About Success

12. The Ubiquity of Social Media
 135,000 people sign up to Twitter
per day. There are 115 million
active users per month
 1 billion monthly Facebook users
 1 billion monthly YouTube users

13. The Growth of
Thought Leadership

14. The Growth of
Thought Leadership

15. The Emergence of Content
Marketing
“Provide value in everything you do.
Don’t ever be self-promotional;
people hate it.”
- Jill Rowley, Social Selling Evangelism
& Enablement at Oracle

16. The Growth of
Thought Leadership
Hubspot earned $2.2M in sales after two years in business and
then hit $52M annual revenue just four years later. How? They
used blogging and social media to generate inbound leads and
a larger sales team to close them.

17. The Growth of
Thought Leadership

18. The Growth of
Thought Leadership

19. The Growth of
Thought Leadership

20. The Emergence of Content
Marketing

21. Increasing Influence

22. 5 Elements of Thought Leadership
Persuasive
Speaking
Harnessed
Gifts
Focused
Mastery
Original
Thoughts
Effective
Writing
Love
ProfitWin
HEDGEHOG
CONCEPT

23. What Hasn’t Changed
in Sales?
 Quality.
More than ever, you need to be
selling a quality product or service.
 Directness.
Phone calls can be more powerful
than emails. F2F even more so.
 Rapport.
People still buy from people they like;
relationship- and rapport-building
are critical.
 Will.
Aggressive action-takers win,
because sales is still competitive.
 Process.
Organizational skills and repeatable
sales processes yield better results.
Quality
Directness
Rapport
Will
Process

24. Sales Obstacles
in 2013 and 2014
 Attention, Signal vs. Noise
 Differentiation from Competitors
 Competitors who Adapt Quicker
 Employees & Speed of Innovation
 Personal Rapport
 Marketing vs. Sales
Attention
Differentiation
Competition
Pace
Rapport
Ignoring Sales

25. In the Attention Economy,
your competition is everybody.

26. Differentiate!
In 15-20 words
how is your company is
better than its
competitors?

27. Differentiate!
When should you
recommend a prospect
go buy from your
competition?

28. Competitive Strategy
SEARCH MARKETING FOR ROI FEW SEARCHES; LONG TERM SEO
SOCIAL MARKETING FOR
BRANDING & LOYALTY
RAISE AWARENESS ASAP
RED OCEAN BLUE OCEAN

29. Making Red Oceans Bluer
SEARCH MARKETING
FOR ROI
MAINTAIN & INCREASE
MINDSHARE AND
VISIBILITY
FEW SEARCHES;
LONG TERM SEO
SOCIAL MARKETING FOR
BRANDING & LOYALTY
INCREASE AFFINITY +
SATISFACTION
RAISE AWARENESS ASAP
RED OCEAN
W/O LOYALTY
RED OCEAN
W/ QUALITY + LOYALTY
BLUE OCEAN
• Relationship
Maintenance
• Customer Service
• Quality Assurance
• Advertising &
Retargeting for
Mindshare
• Owned Media:
Email + Fan Pages

30. Early Adopting Competitors
Benefits of early adoption:
1. Overcome learning curve
and gain a marketing
advantage sooner
2. Get quoted for years as
case studies by marketers
3. Attract more talented
employees
Examples:
 Ford social media vehicle
launches
 Zappos twitter usage
 Blendtech youtube videos
 Old Spice youtube + TV
 Starbucks promoted tweet
 Marketo creative Facebook
posts
 Vestas LinkedIn marketing

31. What Should You Be
Early Adopting Now?
Past Early Adoption:
 Search advertising (2003)
 Twitter marketing (2007)
 Facebook marketing (2009)
 Facebook advertising
(2009)
 LinkedIn advertising (2010)
 Twitter advertising (2010)
 YouTube preroll advertising
(2012)
Current Early Adoption:
 Tumblr
 Reddit
 Pinterest
 Retargeting ads
 Google remarketing
 FBX
 Bing remessaging

32. Employees & Speed of
Innovation
Estimated portion of a full-time employee’s time
required for each activity (not just doing but also
analysis and reporting):
 Search advertising = 50%
 Facebook advertising = 50%
 Facebook posting original post once a day =
20%
 Facebook posting one curated post per day =
20%
 Tweeting 10-20 tweets per day = 20%
 Blogging one post per week = 20%
 Email newsletter monthly = 5%
 LinkedIn Group posting and commenting = 6%
 LinkedIn Group moderation and
management = 12%
 Total = 2.1 employees
 This is for a small medium sized company. For
enterprise companies, multiple this by 10-20
Education required to perform well:
 Search advertising = 20-40 hours
 Facebook advertising = 20-40 hours
 Facebook posting original post once a day =
10 hours
 Facebook posting one curated post per day =
10 hours
 Tweeting 10-20 tweets per day = 5 hours
 Blogging one post per week = 10 hours
 Email newsletter monthly = 20 hours
 LinkedIn Group posting and commenting = 5
hours
 LinkedIn Group moderation and
management = 5 hours
 125 hours of training per employee

33. Don’t Neglect
Personal Rapport
“People buy from people
they know, like and trust.”
- Bob Burg
How many people do you trust…
that you’ve never met face to
face?

34. Don’t Neglect
Personal Rapport
11 Things That Still Have A Big Impact On Sales:
1. Face to Face Meetings
2. Phone Calls
3. Video Conferencing
4. Courtesy
5. Listening
6. Eye contact
7. Enthusiasm
8. Curosity
9. Golf
10. Lobster
11. Alcohol

35. Don’t Neglect
Personal Rapport
“You still have to be willing to pick
up the phone and call people to be
a top salesperson. An 8 minute
phone call might beat 375 emails.”
– Garrison Wynn, Author of
The Real Truth About Success

36. Don’t Focus on Marketing to
the Exclusion of Sales
Why Marketing is
Easier Than Sales
 Don’t have to call anyone.
 Don’t have to be pushy.
 Don’t have to get rejected.
What Happens
Without Sales?
 People look but don’t buy.
 People buy from others.
 You don’t find out why
people aren’t buying.

37. Sales Solutions &
New Best Practices
Social Sales
Proactivity
LinkedIn Groups
LinkedIn Prospecting
Data.com
Video Conferencing
Facebook B2B

38. Success Stories
LinkedIn +
Sales =
$450,000

39. “We already spent
$100/month on a
lead gen service, and
LinkedIn was way more
valuable.”

40. Success Stories
“My blogging and social media produce
one or two highly qualified referrals per
week. I get speaking opportunities and
personal introductions that lead to much
more business than I had prior to
social media.”
– Coy Davidson,
Broker in Houston, TX with
Colliers International
(Commercial Real Estate)

41. Try Ebook Marketing
http://bit.ly/ContentROIhttps://bitly.com/ContagiousContent

42. http://bit.ly/ContentROI

46. “Being alive is the best time
I’ve ever had!” – Brian Carter

47. LinkedIn Groups
 Ask good questions that get lots of responses, and
you could show up as one of the most influential
members.

48. LinkedIn Groups
“Find a group where the people are
potential customers or a good referral
source. One time this smart guy shot me
down and I backed off, and he ended
up looking bad, all these people
jumped on my side and I got a
speaking gig out of it.”
– Garrison Wynn, Keynote Speaker and
Author of The Real
Truth About Success

49. LinkedIn Groups
“DO:
Be Interesting and dynamic.
Don't just post company content,
share competitors content.
Share funny things, sports and PG-13 Content.
“DON'T:
Don't curse,
Don't talk politics,
Don't be a racist,
Don't hate on the competition, that is,
Don't be a jerk.”
– Jim Reynolds,
Strategic Account Executive, Brandwatch

50. Warming Up Leads In
LinkedIn Groups
 Answer LinkedIn Group questions when you
can help someone.
 Other people see you helping that person,
establishing you as a valuable, positive and
credible person.
 This can lead to new relationships or direct
inquiries that turn into sales.

51. Marketing Department:
Create a LinkedIn Group
 Don’t name it after your company.
 Make it about a topic area your company
helps customers with.
 As it grows, it’s also an email list. Weekly send
out your latest news, tips or content marketing.
 Multiple expert/consultant salespeople can
participate in your corporate LinkedIn Group

52. B2B Community Themes
………………….
•
What related LinkedIn
groups are there and
what is their focus?
•
What job titles do you
serve and target?
•
What are their biggest
obstacles?
•
What do they need to
learn? What are CEU
courses on?
•
What info do they
need to stay up to
date on?
•
What kind of books,
magazines and
newsletters do they
read?
•
What kind of content
do they share in social
media?
Social Strategy Worksheets by Brian Carter
http://socialmediakeynotespeaker.com/

53. Bridging off LI with Data.com
 LinkedIn InMail doesn’t always get a response.
 Sometimes people don’t respond because they missed the
message. Not everyone is on LinkedIn all the time.
 When it doesn’t, you can get email and phone number from
Data.com and reach out to your prospect.

54. Building a Reputation with LI
“Salespeople can build credibility as an
expert in their field, and win business
because of it.
“Sales pros who regularly publish valuable
industry information can build credibility
without ever meeting a potential buyer.
“That prospect will remember that sales pro
when they’re ready to buy.”
- Doug Theis, Senior VP of
Lifeline Data Centers

55. Curating Is Time-Efficient
“I read 25 niche news articles a day and
find one or two worth sharing. It’s ridiculous
not to share something worth sharing,
because it takes only a second.
“Those valuable articles start conversations
with potential buyers and generate
referrals.”
- John Orr, Broker in Charleston, SC
with Colliers International
(Commercial Real Estate)

56. Curate with Hootsuite

57. Video Conferencing
 Conduct face to face
meetings from
anywhere. Sell
nationally or
internationally.
 Greater impact than
audio phone call only.
 Learn to be just as
personable on
camera as in person.

58. LinkedIn Ads: B2B Targeting

59. LinkedIn Ads: B2B Targeting

60. Facebook B2B
 Myth: Facebook is only for B2C.
 Truth: B2B companies are getting business from Facebook.
 If your prospect is in the C-suite, they may not be on LinkedIn
because executives get hammered by salespeople on
LinkedIn.
 THUS…
 Don’t be annoying on LinkedIn.
 Use a Facebook Page and Facebook Ads to reach executives on
Facebook.

61. Facebook B2B: Executives

62. Facebook B2B: Executives

63. Facebookize
Your Brand!
Without numbers three through six, it’s difficult to
post daily to your Facebook community and get results!
•
1. What do you
sell/offer?
•2. Who buys it?
•
3. What's unique
about them?
•
4. What’s their
lifestyle?
•
5. What else do
these people like?
•
6. What dreams are
you empowering?
•
7. Put all that into
images and copy.

64. Create posts that go viral
based on a research review of 2,953 posts, a total of 31,423 data points
Do:
 give
 Advise
 Warn
 Amuse
 Inspire
 amaze
Don’t:
 Talk about yourself
 Be edgy or offensive
 Be obscure or niche
 Ask for likes
Download this free
ebook!

65. Contagious Content
Give Offers
Discounts &
Deals
Contests
Advise Tips How to Obstacles
Warn Dangers News
Coming
Soon
Amuse
Funny
pictures and
quotes
Non-
offensive
General
audience
Inspire Inspirational
quotes
Motivate Coach
Amaze Pictures Facts Stories

66. Viral bragging
When you win, your
customers win.
You Brag so that
they can brag.
When your
customers brag,
you win.
(In highly competitive niches,
brand loyalty is the same as ego
and vanity)

67. On a Page
with less than
10,000 fans,
This post
reached
41,334 people
(without
advertising).

68. B2B
Marketing
=
Boredom
?

69. BrianCarterYeah.com
SocialMediaKeynoteSpeaker.com