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Getting a Competitive Advantage through Social Selling | #scon11 @sugarcon

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“Social media has become massively more important because customers have stopped listening to vendors and analyst/reviewers. Think about that. Most of your marketing and analyst relations and press …

“Social media has become massively more important because customers have stopped listening to vendors and analyst/reviewers. Think about that. Most of your marketing and analyst relations and press relations are being trumped by customers talking to customers.”

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  • These gains are summarized in a recent study by CSO Insights (2,000 companies, annual survey)
  • Today’s customers are not very responsive to traditional sales and marketing tactics such as email blasts, cold-calls, and canned pitches. Using social media, customers are researching products and solutions, and talking to their peers for recommendations instead of listening to vendor pitches. Over 70% of the buyer’s journey is complete before it gets to sales. Most sales reps and sales organizations are overwhelmed by too much data and frustrated by the loss of productivity as they seek actionable sales intelligence about their prospects! Harnessing business and social insights about prospects from online data can be a game-changer and a productivity booster for sales teams. Come to this session to learn about how you make your selling more of a competitive advantage, what you need to have in place, and how you can get started.
  • It shouldn’t be news to you that customers have disconnected from the traditional sales and marketing communications. The revolution against interruption based marketing is almost complete and in order to survive businesses need to adapt to the new customer 2.0.
  • One trend that I’ve been seeing lately is that customers have gone from listening, to an active engagement mode – before the sales cycle even begins. They are connecting with customers, reading reviews and blogs, finding people they know and essentially forming a decision before you even have a chance to engaged. This is a huge shift that requires a different approach on prospect engagement.
  • One place customers are now looking for information is in their social networks. From LinkedIn to Twitter, customers are now finding more information about what to buy from their friends than from calling the company directly and getting “sold” to. Sales people should be involved in these conversations to provide valuable insight and engagement.
  • Many sales teams are still using old techniques to reach prospects. Voice mail after voicemail and unanswered emails don’t get get the attention of customer 2.0. Phones were the primary tool before email and now successful sales people need to adapt new tools into their sales process in order to capture new leads, build stronger relationships and find new opportunities.
  • It’s time to realize that your prospects and customers are connecting and talking to each other more than you know. Learn to be a part of these conversations.
  • This is a prime example of how social selling pays off. One of the decision makers at a $4.0M company with about 130 Employees took his question to the internet. We saw it and responded in a few minutes. As you can see he was impressed that we were so engaged and even sent us a message a day later to say that he still hadn’t heard from the other company yet.
  • The architecture behind the product is designed for horizontal scaling. There are multiple layers of technologyMost of the IP sits in the intelligence
  • -- InsideView is the leader in sales and marketing intelligence solutions.-- Founded in 2005, InsideView has been growing very rapidly and now has 700+ customers and 30,000+ users. Their customers include Adobe, EMC, Experian, Oracle, Salesforce.com, SuccessFactors, TriNet, United Healthcare, and Zuora. -- InsideView increases sales and marketing productivity by delivering relevant business and insights to the point of need. InsideView aggregates company and contact information and distills intelligence related to compelling business events – leadership changes, M&A, expanding operations, etc – and also from social media including Twitter, LinkedIn, and blogs. -- InsideView users range across marketing teams, lead generation and lead qualification teams, inside sales and field sales reps, account managers, and CRM admins.-- The product makes it very simple and easy to get intelligence right within their CRM, browser, and mobile devices
  • Let’s take a look at what data looks like, vs. intelligence
  • We help customers improve their revenue process.Our approach to driving productivity is fundamentally different than data providers, where $4-9B are spent each year.Just a few examples of customer ROI

Transcript

  • 1. Driving Sales Productivity With InsideViewRalf VonSosen, Vice President of MarketingKoka Sexton, Director of Social Marketing
  • 2. Agenda
    Social Selling Intro
    Social Selling Basics for a Competitive Advantage
    InsideView Overview
    Success Stories
    Q&A
    SLIDE :2
  • 3. How Social Selling fits into the Social Landscape
    | SLIDE :3
    Social Activities
    Acquire Influencers
    Publish Content
    Engage in
    Communities
    Community
    Monitor & Analyze
    Target Market and Market Segments
    Individual Prospects and Customers
    Marketing
    Sales
    Service
  • 4. How Social Selling fits into the Social Landscape
    | SLIDE :4
    Social Activities
    Acquire Influencers
    Publish Content
    Engage in
    Communities
    Community
    Monitor & Analyze
    Target Market and Market Segments
    Individual Prospects and Customers
    Marketing
    Sales
    Service
    Find & Qualify
    Leads
    Engage & Drive
    Opportunities
    Renew & Upsell
    Customers
    Find & Qualify
    Leads
    Engage & Drive
    Opportunities
    Renew & Upsell
    Customers
  • 5. 3 Changes Driving a New Social Selling Process
    | SLIDE :5
    3. All Remote
    2. Customer 2.0
    1. BIG Data
    How do I adjust ?
    Find & Qualify
    Leads
    Engage & Drive
    Opportunities
    Renew & Upsell
    Customers
    Find & Qualify
    Leads
    Engage & Drive
    Opportunities
    Renew & Upsell
    Customers
    | SLIDE :5
  • 6. Intelligence to Discover Opportunities & Engage People.
    | SLIDE :6
    News
    Social Media
    Connections
    Company Info
    Find & Qualify
    Leads
    Engage & Drive
    Opportunities
    Renew & Upsell
    Customers
  • 7. Social Selling: Proven Results
    Data vs. Intelligence – significant impact
    Assuming $1M Quota, Intelligence vs. Data => 11% Revenue improvement
  • 8. Social Selling Basics
    ACompetitive Advantage
    | SLIDE :8
  • 9. Overview
    Social Media is relevant in B2B sales
    Why sales needs to use social media
    Sales Intelligence & Social Selling
    | SLIDE :9
  • 10. Customer 2.0 has tuned out all of your yelling
    by Orange_Beard
  • 11. Customer Behavior has changed!
    | SLIDE :11
    Customer 1.0
    Customer 2.0
    “Social media has become massively more important because customers have stopped listening to vendors and analyst/reviewers. Think about that. Most of your marketing and analyst
    relations and press relations are being trumped by customers talking to customers.”Geoffrey James,BNET
  • 12. Look for the Sales Triggers
    SLIDE :12
  • 13. Social Media by the numbers
    500 million connect their social graphs in Facebook
    140 Million Tweets per Day
    YouTube celebrates 2 billion daily views
    100 million users on LinkedIn
  • 14. SLIDE :14
    When you can spot an opportunity while it’s still a blip,
    you have the knowledge to act.
  • 15. “Social media has become massively more important because customers have stopped listening to vendors and analyst/reviewers. Think about that. Most of your marketing and analyst
    relations and press relations are being trumped by customers talking to customers.”Geoffrey James,BNET
    | SLIDE :15
    Social media empowers sales people!
    1876
    1982
    Sales 1.0
    Sales 2.0
  • 16. Your Customers are talking to each other if you like it or not!
    | SLIDE :16

  • 17. “70% of the B2B buying process happens online”
    SiriusDecisions Inc.
    purchase
    consideration
    awareness
    “ We have a project”
    online
    “I’m just downloading stuff”
    “ We’ve
    made a decision”
    level of buyer activity
    “ We’ve shortlisted vendors”
    “I’m just browsing”
    time
  • 18. Engagement is appreciated
  • 19. SLIDE :19
    There are 7 Times more web pages on the internet than people on the planet.
  • 20. Sales Intelligence, built for sales
     BusiessWeek
    20
  • 21. InsideView Solution
    What does InsideView do?
    | SLIDE :21
  • 22. How does InsideView do it? Create Intelligence from Data.
    DELIVERY
    BROWSER
    MOBILE
    INTELLIGENCE
    Connection Analysis
    Trigger Event Analysis
    Natural Language Processing
    & Information Extraction
    Entity Triangulation
    AGGREGATION
    Semi-structured
    Web Content
    Social Network
    Content
    CompanyContent
    User Generated
    Content
    Editorial Content
    News SEC
    Jobs
    Blogs
    Websites
    Blogs
  • 23. How does InsideView do it? User Friendly.
    | SLIDE :23
    Discover Opportunities. Engage People. Accelerate Sales.
    SOCIAL NETWORKS:
    LinkedIn, Facebook, Twitter, Blogs, etc.
    TRADITIONAL MEDIA:
    Company & Contact Data, News, etc.
    CRM
    BROWSER
    MOBILE
    InsideView
  • 24. Identify Targets & Create Lists
    | SLIDE :24
  • 25. Monitor Contacts & Companies. Triggers.
    | SLIDE :25
  • 26. Smart Connections
    | SLIDE :26
  • 27. Identify Connections & Profiles
    | SLIDE :27
  • 28. Company Profiles
    | SLIDE :28
  • 29. CRM Integration
    | SLIDE :29
  • 30. Social Selling Essential #1: Data vs. Intelligence
    DATA
    INTELLIGENCE
  • 31. Social Selling Essential #1: Data vs. Intelligence
    DATA
    INTELLIGENCE
  • 32. Impacting the Entire Customer Relationship for great ROI
    Lead
    Generation
    LeadQualification
    Opportunity
    Management
    Customer
    Renewals/Upsells
    I N T E L L I G E N C E
    22->70 New Opportunities/Rep/Month
    Increase Avg. Contract Value by 460%
    50% decrease in research time
    Improved selling to C-level
    • Business Event Monitoring (Press, Social Media)
    • 33. Social Media Profiles
    • 34. Connection Mapping
  • THANK YOUEmail: sales@insideview.comTwitter: @insideview