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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