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Driving Demand with Social Media CEB and LinkedIn

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If you work in Sales, the challenges posed by today's informed purchaser will come as old news. But have you discovered new ways to generate demand, deliver insights and build advocacy within your …

If you work in Sales, the challenges posed by today's informed purchaser will come as old news. But have you discovered new ways to generate demand, deliver insights and build advocacy within your prospect accounts. This presentation covers Build a network of advocacy to avoid the risk of lack of support across prospect organisations
Create a deep understanding of their customer's business in order to teach them something new
Generate new demand in a world of reluctant, risk adverse customers

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  • Introduce your self and the process that you came to speak today.
  • Introduce your self and the process that you came to speak today.
  • The world of work has changedThe Internet has transformed how information is created and accessed, and how people connect and collaborate.Buyers have changed; they are technology enabled and socially empowered.Professionals need to be more responsive and make faster and better informed decisions to perform in this accelerated business environment.  Enter LinkedIn. There is now a single, global community of professionals from which a magical new data asset emerges. With more than 240 million professional members representing companies in more than 200 countries and territories, LinkedIn is the world’s largest professional network on the Internet. These millions of professionals are adding information to their profiles, sharing important insights, and building their networks every day on LinkedIn.
  • Our mission is to help sales reps leverage their professional brand to fill their pipeline with the right people, insights, and relationships.   Our vision and our dream is to elevate the sales professional. 
  • Our mission is to help sales reps leverage their professional brand to fill their pipeline with the right people, insights, and relationships.   Our vision and our dream is to elevate the sales professional. 
  • -Animate the three columns so can discuss one at a time.-Follow a rhythm in diving into each of the three that we (1)conceptually present the value, and then (2)show how this is provided in Sales NavigatorWhat exactly does building strong pipeline entail?Since this is the top X priority for you to hit your number and you, not marketing, is not driving the majority of pipeline, let’s deconstruct together what exactly are the key activities in building pipeline so we can assess how well you’re doing with each and how LinkedIn may helpVery quickly introduce these three (quickly, because want to leave time to dive into each in a moment)Who is right person?   One of the most inefficient and annoying things in the selling process for both buyers and sellers is when a seller is chasing the totally wrong person.  What do I say?   There’s nothing more annoying than when a sales person has no context about you or your business or contacts you at the wrong time (even if you are the right person and they came in warm).What’s my path in?    Even if you’re the right person, buyers hate being cold called.   It is so much better if a seller came to me through a trusted source because I could immediately  tell the mutual connection I’m not interested. Since relationships matter, the seller couldn’t be too aggressive or would damage his/her relationship with the mutual connection.
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    • 1. ©2013 LinkedIn Corporation. All Rights Reserved. Live Webcast: Driving Demand with Social Media Matthew Kiel Senior Director CEB Ralf VonSosen Head of Marketing LinkedIn Sales Solutions
    • 2. AN INTRODUCTION TO CEB Overview of CEB CEB, the leading member-based advisory company, equips more than 10,000 organizations around the globe with insights, tools and actionable solutions to transform enterprise performance. By combining advanced research and analytics with best practices from member companies, CEB helps leaders realize outsized returns by more effectively managing talent, information, customers and risk. Key CEB Statistics 25+Years of Experience 110+Countries Represented 10,000+Participating Organizations 300,000+Business Professionals 88% of the Fortune 500 82% of the FTSE 100 56% of the Dow Jones Asian Titans 50 Finance Information Technology Innovation & Strategy Human Resources Marketing & Communications Procurement & Operations Sales & Service Legal, Risk & Compliance
    • 3. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN Learn more at www.challengersale.com PORTRAIT OF THE NEW HIGH PERFORMER Our Study in Brief 40,000+ sales reps surveyed to understand drivers of performance 5,000+ B2B customers surveyed to understand drivers of loyalty 100+ companies analyzed Major Findings Customers have fundamentally changed the way they buy, which has forced an evolution in how companies sell. The sales experience drives 53% of customer loyalty. The sellers who perform best in a complex sales environment have a certain set of behaviours and skills. These high performers are known as Challengers.
    • 4. FINDING A READY CUSTOMER
    • 5. RELEGATED TO FULFILLMENT
    • 6. IN SEARCH OF ANSWERS
    • 7. GATHER DEEP INTELLIGENCE
    • 8. OWN LEAD GENERATION
    • 9. LEAD WITH INSIGHT
    • 10. GAIN PRESENCE AND INFLUENCE
    • 11. SHAPING DEMAND
    • 12. MASS CUSTOMISATION
    • 13. PRINCIPLES OF “SOCIAL SOUNDBITES”
    • 14. AUTHENTIC AND EASY
    • 15. SPEEDY AND IMPRESSIVE RESULTS
    • 16. TEACH WHERE CUSTOMERS LEARN 16
    • 17. REVISING THE COMMERCIAL FRONT
    • 18. ©2013 LinkedIn Corporation. All Rights Reserved. Ralf VonSosen Head of Marketing LinkedIn Sales Solutions What is Social Selling, and becoming a Social Selling Expert on LinkedIn
    • 19. Members Worldwide +2 new Members Per Second 300M+ 15M+Members in the UK & Ire 85M+Members EMEA
    • 20. What is Social Selling?
    • 21. Leveraging your social brand to fill your pipeline with the right people, insights and relationships. Social Selling Defined:
    • 22. Becoming a Social Selling Expert
    • 23. 5 Steps to Becoming a Social Selling Expert 23 Developing a Reputation: Building a strong online reputation that showcases your experience and increases your credibility Gathering Intelligence: Researching social information to prepare for sales conversations Building your Network: Developing relationships with people who can share information and provide referrals Offering Insights: Providing meaningful insights that earn opportunities to engage with and influence contacts 1. Build Your PROFILE 3. Gather INTELLIGENCE 2. Develop Your NETWORK 4. Contribute INSIGHTS 5. Use Social SOLUTIONS Gain competitive advantage: Use targeted social media engagement and turn cold leads into warm prospects
    • 24. 1. Build a Strong Professional Profile Add a photo, experience and skills that showcase the brand of YOU 24
    • 25. Leading with Insights Resume to Reputation
    • 26. 2. Proactively Develop Your Network Build trusted relationships who can support your professional objectives
    • 27. TeamLink Leverage Relationships
    • 28. 29 3. Gather Intelligence Be prepared for every interaction by researching contacts and companies
    • 29. 30 4. Contribute Insights Share ideas through status updates, and participate in groups
    • 30. Social Selling Evolution Doesn’t happen overnight
    • 31. Social Selling Evolution Doesn’t happen overnight LSS©2013 LinkedIn Corporation. All Rights Reserved.
    • 32. How How do I get in? LSS 33©2013 LinkedIn Corporation. All Rights Reserved. 240M members 2B member updates per week Billions Of Connections 5. LinkedIn Enables Social Selling What What to talk about? Who Who are the Right People?
    • 33. Macro to Micro: Best-in-class reps do these three things Leverage Relationships Lead With Insights Find Right People
    • 34. Who are the right people? My search yielded 124,789 search results! I don’t have time to sort through all these searches 35 By using the premium search filters, it gets much narrower… Find Key Prospects1 LSS With TeamLink, I can narrow down to profiles that have connection paths to my team Brian ©2013 LinkedIn Corporation. All Rights Reserved.
    • 35. What to talk about? LSS 36©2013 LinkedIn Corporation. All Rights Reserved.
    • 36. How do I get in? Brian 2 Identifies a great prospect This profile fits all my criteria, and has a connection to someone in our Canadian office 3 Asks teammate for an introduction I have a meeting set up for Tuesday! LSS 37©2013 LinkedIn Corporation. All Rights Reserved.
    • 37. 38 Build Your PROFILE In Summary Gather INTELLIGENCE Develop Your NETWORK Contribute INSIGHTS 1 2 3 4 Use Social Selling SOLUTIONS5

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