Social Media's New Leading Role in the B2B Technology Sales Process

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The time is finally here for Social Media as a mission critical contributor to B2B technology sales. Here's our presentation on how Social Media’s reputation went from “That’s really more for consumers” to “We made millions of dollars in technology sales through social media” – all in the last twelve to eighteen months.

Delta Channel Services - North America hosted a Webinar on this timely topic. Kathy Tito, a recognized social media expert, discussed the impact and implementation of social media on B2B technology--not only marketing but also sales campaigns. She also provided sound advice on how to implement and sustain social media as corporate strategy.

Deploying Social Media as a vital part of a corporate marketing and sales mix will significantly improve the way IT companies communicate with their prospects through their Channel Partners in the B2B Enterprise space. The most dynamic global organizations are taking advantage of this cost effective medium in their channel marketing programs to establish strategic and competitive market positioning.

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Social Media's New Leading Role in the B2B Technology Sales Process

  1. 1. Social Media’s New Leading Role in the B2B Technology Sales Process © Delta Channel Services – North America, LLC
  2. 2. Welcome to our Webinar! • Welcome and introduction • Overview of presentation • Question and answer session at the end of webinar Erin Winterbottom– Webinar Facilitator Erin’s experience includes working for Vh1 and MTV as a social and digital media expert. She developed social marketing strategy for Vh1’s popular website bestweekever.tv. She was also the Digital Associate Producer for the live MTV talk show “It’s On with Alexa Chung.” Erin was responsible for the social media integration of Twitter, Facebook and MTV.com into on-air production. She is currently the Marketing Communications Consultant for Delta Channel Services – North America. In addition to managing its social marketing, Erin produces webinars for Delta and its clients. She has also worked closely with Kathy Tito, producing webinars and assisting in marketing campaigns for clients of New England Sales & Marketing.Slide 3 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  3. 3. Delta Channel Services- NA Overview Warren Winterbottom, Principal Consultant & Operational Manager • Delta has been delivering global channel marketing and sales support to IT leaders since 1995 from offices in the UK and US with a global team of directors, consultants, researchers, recruiters & associates • Delta’s service methodologies have been adopted throughout the world resulting in optimized revenue producing relationships for clients from start ups to market leaders "We have retained Delta many times over the course of the years with excellent results. They are clearly leaders in Business Development, Sales Optimization and Partner Management." IBM ExecutiveSlide 4 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  4. 4. Services and Outsourced Programs to drive resultsSlide 5 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  5. 5. Proven results with market leaders Delta’s clients include:Slide 6 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  6. 6. Your participation in this Social Media Webinar is greatly appreciated!
  7. 7. About us Kathy Tito – President, New England Sales & Marketing Kathy is a 20-year, sales & marketing veteran from the Greater Boston high-tech sector. She has a specialty in online marketing after having launched 700 email campaigns, dozens of lead- generating websites, and millions of dollars in online advertising campaigns. Her firm supports B2B social media implementations down to the tweet-level. She is among the first in her field to establish highly- focused social lead generation programs that dovetail with traditional B2B technology sales efforts. Kathy currently serves large resellers as well as smaller IT organizations. She is widely quoted in the book, The New Handshake: Sales Meets Social Media (by Joan Curtis & Barbara Giamanco)Slide 9 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  8. 8. Delta’s View – an exceptional opportunity! • A rapidly evolving community:  From Social  To B to C  To B to B • An ever expanding list of applications:  For information interchange  For opinion and biases research  For product information  For aligning marketing and sales through CRM systems • A communication media that provides an effective and efficient way:  To reach new customers  To service existing customer  To integrate channels of distribution  To build a customer centric eco-structure that is always “on-line”Slide 10 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  9. 9. Agenda Segments: I The Pivotal Year: 2012 II The State of Social Selling III Opportunities on the Table Q&A Next stepsSlide 11 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  10. 10. Segment I: The Pivotal Year, 2012Slide 12 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  11. 11. 2012: What Was the Big Deal in Social B2B? Multiple roles within the B2B technology industry took social media seriously for the following practices: 1. Networking 2. Business development 3. Partner / channel management 4. Selling 5. Buying 6. Marketing (Content, thought leadership, press / industry relations) Regardless of your role, everyone had an incentive to participate. Why? Because your peers (or your constituents) could (Almost) everyone is doing it! now be found there.Slide 13 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  12. 12. 2012: From the Study “IT Purchasing Goes Social” 1. 85% of IT decision makers have used at least one social network for making business decisions. 2. 73% of those surveyed have engaged with an IT vendor on a social network. 3. 59% report being influenced by at least one social network when making a technology purchase. 4. Approximately 50% report using social networks during each of the five phases of decision making: gaining awareness, evaluating scope, planning the purchase, product selection and implementation.Slide 14 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  13. 13. 2012: What Was the Big Deal in Social B2B? 5. 40% say social networks allow them to quickly find information during a purchase decision. 6. More and more, IT Decision Makers turn to their individual social networks to streamline and validate the enormous volume of information they receive. They find their professional social networks, in particular, to be a place of trust, efficiency, relevance, and access. 7. 95% percent use LinkedIn, for business purposes. Trusted opinions and information from peers are the number one drivers of use, as 58% leverage social networks to learn from peers. Source: LinkedIn research specifically focused on social media’s effect and, in a separate follow-up study with Research Now, zeroed in on how these professionals are engaging with LinkedIn, Facebook and Twitter as they navigate the decision making process. In both studies, they surveyed 400 ITDMs across a diverse range of industries throughout North America. Called the "IT Purchasing Goes Social", the study aims to understand the growing and pervasive influence social platforms have on ITDMs so there is greater insight for B2B marketers on how to cut through the noise.Slide 15 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  14. 14. According to Others “I think the biggest challenge a B2B marketer has is getting the salesperson to realize that they have to create their own personal brand online. You have to be interesting and engaging, so people will want to contact you to add value to them as a customer.” Ed Linde II, IBM Inside Sales Manager Big Blue Fosters Personal Online Branding for Sales Reps http://www.bootstrapb2bmarketing.com/store/2012/07/18/why-ibm-supports-social-media-for-b2b-tech-sales/ 2012 B2B Social Media: A Surge in Adoption http://www.btobonline.com/section/researchreports11 How B2B Marketers Use Social Media http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2012/ B2B Marketers Need to Get Real about Social Media http://www.forbes.com/sites/louiscolumbus/2013/01/17/b2b-marketers-need-to-get-real-about-social-media-and- customer-engagement/Slide 16 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  15. 15. 2012: What Was the Big Deal in Social B2B? As a B2B Marketer: I reduced my cost per lead for acquiring the attention of B2B buyers 1. Lead generation campaigns shifted to social media for filling the top of the funnel. • Finding prospects • Qualifying prospects • Monitoring prospects • Engage prospects Source: business2community / HubSpot …with laser sharp focus, time efficiency, and cost efficiencySlide 17 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  16. 16. 2012: What Was the Big Deal in Social B2B? As a B2B Marketer: I tapped into a direct line to the conscience of my prospects. (Gatekeepers aren’t on social media!) 2. Social engagement delivered on its ability to turn the cold call into a welcome conversation • Rally around a commonality – “Oh, I’m going too” • Collaborate on content • Cross promote one another • Understand needs / respond Source: business2community / HubSpot with excellent timing …with laser sharp focus, time efficiency, and cost efficiencySlide 18 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  17. 17. Social OEMs 2011 • Flaunting their brand (content, leadership) • Highlighting news via the platforms • Easier access for journalists, analysts, investors, partners • Listening to partners and customers (users) • Addressing public opinion / customer service in real time • Turning into their own media network EMC TV on YouTube Less expensively, to a larger audience, and with greater timelinessSlide 19 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  18. 18. Social OEMs 2012 • Flaunting their brand (content, leadership) • Highlighting news via the platforms • Easier access for journalists, analysts, investors, partners • Listening to partners and customers (users) • Addressing public opinion / customer service in real time • Turning into their own media network • Monitoring for sales opportunities / growing network • Generating inbound leads • Making sales • Tracking ROI • Helping partners implement social media Less expensively, to a larger audience, and with greater timeliness*Slide 20 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  19. 19. Social Media 2011: Corporate Impact • Marketers  Through 2011 marketers were attempting to find their role in social media  Benefits o A new opportunity to lead the way o New promotional channels for existing content and campaigns o Lay the foundation with systems and content-generation  Challenges o Developing a controlled process o How to represent their company / themselves o Organize an ecosystem o The poor reputation of B2B Social Media  Difficult to implement  Difficult to demonstrate ROISlide 21 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  20. 20. Social Media 2012 : Roles and Responsibilities Unfold Role Social Responsibility CMO Brand building: Establish policy “Chief Content Officer” Messaging Infrastructure Marketing Leadership Brand management: Manage content Manage campaigns Track engagement Collaborate with sales CEO, CTO, CIO Thought leadership: Maintain blogs Sales Team* Engagement: Leverage corporate content to engage (LinkedIn, Twitter, Facebook) Technologists / Solutions Architects Demonstrate technical strength: Maintain / contribute to blogs Participate in forumsSlide 22 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  21. 21. Social Media 2011 A Case Study Client: Large Hardware Reseller Opportunity: Position its team as solution providers and thought leaders. People that customers would want to work with. Expand its online footprint Brand the company more cost-effectively Engage with influencers*Slide 23 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  22. 22. Social Media 2011 A Case Study 4 Month Results • A corporate social media policy was in place. • A team of 6 elite bloggers were fully-trained and generating content on a monthly basis. • The content was syndicated across a growing network of online properties used by prospects, partners and press. • Blogs were generating 4X more web traffic than the corporate website. • Other business lines were adopting best practicesSlide 24 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  23. 23. A Question for You How is your company currently using social media? (Check all that apply) 1. We are not on social media 2. I don’t know, corporate takes care of that 3. We are finding net new prospects 4. We are interacting with prospects or customers 5. We are interacting with partnersSlide 25 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  24. 24. Segment II: The State of Social SellingSlide 26 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  25. 25. Social Media 2012 and beyond: What is possible?  Meeting your prospect database on LinkedIn and Twitter  Monitoring for buying signals  Creating engagement opportunities – taking it offline  Filling the sale pipeline with social leads and intelligence  Nurturing leads  Attracting inbound leads  Monitoring ROISlide 27 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  26. 26. The Channel Ecosystem Do not buy steak from a fish monger!Slide 28 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  27. 27. The new snake oil salesman of 2012 + 123rf.comSlide 29 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  28. 28. Social Media Now: A Case Study Client: IT Consultancy Opportunity: Sell high-end consulting to high-end Decision Makers at F500. After engaging via teleprospecting / appointment setting alone yielded a high cost per lead, it was time to revisit these targets via social media. Attempt to reduce a $1200 cost per lead while establishing a more meaningful relationship.Slide 30 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  29. 29. Social Media Now: A Case Study Case study Results: • Launched a high-conversion Twitter experience that captured 80 relevant contacts within 2 months. • Have an easier time engaging by phone and holding relevant, mutually-beneficial discussions with contacts that kick off long- term relationships. • Have new opportunities to engage with like-minded contacts to develop business partnerships and advocates. • Taking advantage of this opportunity to grow a professional consortium – a specialized community or “tribe” that goes beyond a social media group.*Slide 31 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  30. 30. A Question for You At what level are you networking via Social Media? 1. I am using it to meet and engage with new contacts. We sometimes connect offline. 2. I may connect with people online (follow them), but it stops there. 3. I am not growing my network on social media.Slide 32 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  31. 31. Segment III: Opportunities on the Table Is your social media strategy resulting in better connectivity with partners, customers and other influencers?Slide 33 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  32. 32. What’s Old is New Again The New Corporate Event selling have been re-tooled for today’s Traditional ways of requirements LinkedIn Twitter The New Cocktail Party The New Corporate Event Facebook Twitter The New Golf Course The New Cocktail Party Skype/GoToMeeting The New Sales Call Facebook The New Golf Course Video The New Book Skype/GoToMeeting The New Sales Call Blogs The New Book or White Paper Video The New Book Blogs The New White PaperSlide 34 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  33. 33. Opportunities on the Table Treat Social Media as you would any established process that you have in place Channel communications Customer service Prospecting Lead generation Selling Process, Process, Process!Slide 35 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  34. 34. Opportunities on the Table 1. Alignment between Marketing and Sales 2. Content is a strategic sales opportunity 3. Video’s potential on a personal level is still untapped 4. Alignment with the technologists 5. CRM integration 6. Executive involvement 7. Social Sales Nirvana: Achieve the 2 Levels of Social Media 1. Corporate 2. Individual contributorSlide 36 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  35. 35. Social Media 2013: A Case Study Client: A large reseller Opportunity: Begin building social engagement strategy Results: • Within one month, trained two sales groups • Systematically engaged prospects and partners • Within 1 quarter, developed a growing database of social engagement opportunities • Put a process in place to monitor the database to develop A Leads and B Leads • Activity has transitioned into an accepted lead generation campaign and a method of ongoing communication*Slide 37 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  36. 36. Partners in Delivery Productivity New England Sales & Delta Channel Services Services Marketing – North America Analyzing  Determining the potential for each lead generation vehicle  Identifying the real market opportunity and the best distribution channels. Planning  Plan the approach that will optimize program ROI  Establishingrealistic programs to exceed expectations. Enabling  Balance corporate resources and external contribution /  Implementing specific tactics & infrastructure to minimize risk training and exploit opportunities. Managing  Provide ongoing program support  Providing professional leadership & experienced operational expertise. Evaluating  Monitor, harvest and report opportunities  Evaluating current practices , compare them to standards, & propose effective modifications.Slide 38 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  37. 37. Q &ASlide 39 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  38. 38. Next Steps Offer:  In appreciation for your participation, we are offering you a 45-minute telephone social media consultation to determine your potential and your partners’ potential to conduct social business. Logistics:  Send us an email: o warren.winterbottom@deltachannels.com o ktito@newenglandb2bmarketing.com  Suggest a few dates and times  We will promptly respond to set up your consultation What’s Next:  Today’s presentation was recorded and will be made available to you on YouTube  Please join us for our next webinar, “Introduction to BOT: Build, Operate and Transfer Offshoring” on Wednesday, March 27 at 1:30pm ESTSlide 40 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC
  39. 39. Thank you for joining us!Slide 41 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

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