Social media and relationship development for sales (and marketing) It’s as much about Sales as Marketing… 15 March 2011 Peter Abraham Director Econsultancy peter.abraham @ econsultancy.om Linkedin & Twitter peterjabraham
Marketing and Sales are being drawn together through necessity – lack of staff, sales cycles, engagement, lead nurturing, flatter structures, etc
Content Marketing is a growing trend, seen as a way to talk ‘ with ’ customers not ‘ at ’ them.
Familiarity - Internal staff are probably already using many social media apps and networks
Social Brand - Personal ‘brand’ and Company ‘brand’ think ‘inside and outside’.
Trust - People like people that are transparent and helpful
Centres of Excellence a growing theme in digital
Marketing mix is getting broader – and this doesn ’t include all those social media possibilities | Source: BCG analysis The Boston Consulting Group
How do you maximise?
There ’s a new kid in town… Content Marketing – your content! Source: Junta42 - http://blog.junta42.com/ and Velocity and Partners - http://www.velocitypartners.co.uk/ Some ideas/solutions for Content Marketing… White Paper eBook Case study Audio book eNwesletter Blog Podcast Video blog Mobile app Game Widget Facebook app Screencast Wiki Webinar /Webcast News release Customer focused community
Building and maintaining a personal brand is becoming a critical activity for all professionals – it ’s good for you, but it can also ad value to an organisation, think LTV
Managing leads and client relationships increasingly involves understanding how digital networks and media work and how to use them effectively.
It is essential to make sure that the image and information you display online is going to encourage rather than discourage a potential or existing client
Econsultancy personality is its people . Applies to both Sales and Marketing staff, internally and externally.
Source: Taken from an article by David Edelman and Brian Salsberg Source: Marketing & Sales Practice Nov 2010 https://www.mckinseyquarterly.com/Beyond_paid_media_Marketings_new_vocabulary_2697 Earned. How do you best leverage and manage?
Source: Taken from an article by David Edelman and Brian Salsberg Source: Marketing & Sales Practice Nov 2010 https://www.mckinseyquarterly.com/Beyond_paid_media_Marketings_new_vocabulary_2697
“ Emarketing strategies for the complex sale ” Ardath Albee
1. Select a problem-to-solution scenario for a specific persona
2. Determine what that persona needs to know to buy
3. Assign what prospects need to know during various buying stages
4. Map content to persona needs for each stage
Make content available internally for sales?
Buying process past and present Status Quo Choice through channels Priority shift Research Options Step backs Validation Marketing (Content) Sales what channel? Past Now How do you make this easier for everyone? WHAT YOU KNOW AND CAN APPLY TO A NURTURE OR SALE Internal External
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