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May 2010 presentation on "Leveraging Sales 2.0 and Social Media" for a faster more productive sales process.

May 2010 presentation on "Leveraging Sales 2.0 and Social Media" for a faster more productive sales process.

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  • Really should be titled “ What is Sales 2.0 and how can it work with your social and inbound efforts…
  • Who am I? Director of Marcom with over 12 years of high tech experience. Started the Sales 2.0 Conference Helped craft two books on the subject Launch the social efforts at Genius three years ago Connected Marketer Blog Grown our blog traffic 5 fold, ranked in the Ad Age Power 150. Guest blogger, speaker etc. Here’s my contact information Agenda… Will be b2b focused…
  • So why are we talking about Sales 2.0 at Social Media conference? This is what David Thompson said in his opening remarks at the conference in October of 2007. And it couldn’t be any more current or relevant today. Social media is another channel that provides inbound opportunities for sales pros and gives them the opportunity to build better relationships…
  • Motto of Sales 2.0 is Everyone’s in Sales. Sales 2.0 is a seismic shift in sales and marketing that is changing the way that we acquire and manage customers. Simply put Sales 2.0 are technologies and techniques that leverage the internet to shorten sales cycles and sell smarter and serve your customers better.
  • One way push communications in the control of the few, the big Question: The difference between VHF and UHF? Very high and ultra high frequency. This is Melanie Griffith from “Working Girl” but it could be my dad. When my dad was in Sales he had 4 VHF and UHF channels at his disposal. That was it. Big companies would use typically the big three to get their message out to lots and lots of people. It was 30 or at most 60 seconds long. Didn’t give the customer a lot of information about the company so they relied on the good old sales guy. My dad would hit the phone and take to the air or the road to meet with is customers. And he’d present with flip chart in hand. If the customer had a question he went to my dad. And my dad worked hard developing relationships… NELPA conferences. Martini lunches. And you often closing the deal on the golf course. It was the only reason dad had clubs. Not a big fan golf.
  • But all that has changed. We’ve got all these online tools to speed up the process. It’s more efficient. But really Sales has come full circle back to the corner drug store but it’s online. My mother used to go their for advice for what ails here… which was usually me or one of my 5 brothers… the pharmacist… would step offer a recommendation for my mom and candy for me. It was a win-win. Today we are back to that two way but it’s all online where we are exchanging information, all the time… It’s about push and pull, give and take, working together like at the corner drugstore… Why because people want recommendations from trusted friends… it’s all being done from the laptop… The trend is unstoppable… Forrester Global Marketing Leadership Survey of B2B Marketers… 39% expect to spend more on social 32% online advertising At the expense of Sponsorships, trade shows, traditional media… Why Forrester says that 85% of B2B consumers are using social. Why because people trust people: 70% use and trust peers in their decision making
  • This new kind of buying is online, engaging and no longer the exception it’s the rule…
  • It’s expected and it’s everywhere 400+ million Facebook Fans… Love the stat… If FB were a country it would the third largest… What sales org can afford to miss out on that market Linked In is growing Up from 45M from the end of last year to 60 Million now, 5 million more users in the past two months… Twitter has 75 million users…
  • And it’s getting bigger than the “go to” email channel. What’s called for our tools to help with the introduction of buyer and seller… and for them to facilitate their progress…
  • But adoption is just getting going… Forrester validates these stats… 85% use Social media for business decision making Only 15% don’t… And without measurement these practices aren’t going to lead to any predictability…. Yet according to Forrester most firms don’t measure: Figure is around 59%... According to eMarketer that number alarming 84% of companies don’t measure… But this is changing… As Marketing and Selling goes online, organizations are wanting to quantify… which is one of the great things about Sales 2.0. With Sales 2.0 you can measure everything.
  • Sales 2.0 enables you to track everything from the top of the funnel through to sales Acquiring leads with Jigsaw, ZoomInfo, NetProspex Get real time prospect info from InsideView Engage and nurture with prospects, track their online body language with Genius and Eloqua Track click throughs on email and sign ups, Vertical Response and Salesforce View website visits with Genius Score with a host of marketing automation vendors Instantly hand off a pre qualified lead to sales who can take control of what has been up until then an automated process… Use Brainshark for advanced presentations Sales can then have an online meeting with WebEx, GoTo Meeting or Breeze Offer service and collaborate with SFDC’s Chatter And then close the deal with esignature from Echosign… Social let sales and marketers add the power of inbound to their outbound efforts. And yet where Sales 2.0 is all about measuring, tracking of the inbound efforts has been somewhat illusive… Like Sales 2.0 your social efforts should be tracked from above the funnel and through to closed deals and beyond… But what’s that process look like? First figure out which channels are actually pulling for you. Test and expand your efforts in those channels. Look to see which leads convert from these efforts Automate your efforts… make sure you meet with sales to determine what a qualified lead is to them Score who they are and what they do… are they opening an email, downloading a white paper, clicking on an Adword? Measure everything! Scoring separates the wheat from the chaff to ensure that no good lead is left behind. Importantly sales needs to follow up with these hot lead while they are still hot. MIT/Kellogg showed that timing is everything and that you ability to connect with web lead drop 10 fold in five minutes and then and other hundred fold in the first half hour. Ouch1 Timing is eveyrthing: Don’t set and forget. Wait and watch Then you want to measure your performance and rinse and repeat what works!
  • At Genius we play by the 4 R’s which incorporates into our Sales 2.0 efforts: Reach, Respond, Build the Relationship and Recognize Revenue.. 1) Extend Your Reach. How do you better reach and engage prospects interested in your market and solutions? Using URL shorteners like Genius URLs (gURLs) that are specifically designed to track both traditional marketing campaigns and ad-hoc social media conversations, any member of the organization can seed any online conversation, including Google Adwords, Twitter, LinkedIn, blog content, Facebook, or  any other social media activity.   The key, again, is to understand your prospects. Where are they engaging? Where can you provide content as “lead bait” to pique interest? How do you know when their interest is indeed piqued? 2) Attract and Respond. The most interesting part is what happens after you reach the prospect and they respond Use all of your available content as a place to “land leads where it makes the most sense” Engaging content mapped to personas The results: More leads and complete campaign accountability back to the media or social source 3) Develop Relationships. Build Relationships by delivering timely & personalized messages based on prospect profile and behavior The only way – at scale - to determine whether someone is just responding or engaging is to employ a lead nurturing & scoring methodology & track prospect interactions against it Don’t bury your sales team with leads that are too early in the process. When a prospect has multiple relevant interactions with your marketing content, your social presence, or your people they go from “responsive” to “engaged” 4) Drive Revenue. Ultimately marketing must feed sales.  If it doesn’t then its hasn’t fulfilled its promise. When a prospect is consuming the relevant content and either reaching the lead scoring threshold or exhibiting pre-defined behaviors that indicate s/he is ready to buy, it’s critical to get her matched up with the sales rep in a timely manner When the sales person has the right information at the right time, it serves the interest of both parties and completes the virtuous cycle that began with relevant content and ends with a fruitful, relevant person-to-person conversation.
  • To track social ROI copy of the URL of the content which you want to direct people to To create a gURL just Create a campaign and name it. In this case “Do and don’ts” Give it a campaign type Give it a lead source in this case “twitter” Cut the URL and insert into the appropriate content. In this case it’s a Tweet about “Twitter Dos and Don’ts” Then you want to monitor the activity that occurs from that tweet and shortened URL. In this example we can see the click path of Mary Marshall. How she responded to the blog post and visited our site along with responding to the tweets and other blog entries and clicking on a Google ad word before filling out the web to lead form. At Genius all this information is recording inside SFDC so that you can understand not only how and when she entered the pipeline But what’s happened since, if she’s become a qualified opportunity and/or if she became a win.
  • In today’s the lines between marketing and sales are blurring… social is another channel to empower your organization to be more entrepenurial, more collaborative and more customer focused. And in these organizations everyone wins. A Genius we have a more predictable process… We can better understand the number of leads we need to get to goal… Inbound leads are 25% more likely to convert to qualified opportunities Our opportunities have increased 38% Q/Q Deals have increased 75% Q/Q Revenue increased 115% Q/q Case in point the note that I got from Jennifer Lewis at SafeNet enroute to this conference… I got the message while waiting for my connecting flight in Denver. She responded to my LinkedIn posting and said she was going to be here and wanted me to hook her admin with a demo while in town… and so on… Take aways: Adopt a culture of measurement for both inbound and outbound efforots Work to improve not only the number of leads but the quality of leads… social can help both sales and marketing Technology can help you gauge and measure Content is key; develop a communications center to empower stakeholders/control the message Democratize your efforts across the efforts across the organization
  • To track social ROI copy of the URL of the content which you want to direct people to To create a gURL just Create a campaign and name it. In this case “Do and don’t’ Give it a campaign type Give it a lead source in this case “twitter” Cut the URL and insert into the appropriate content. In this case it’s a Tweet about “Twitter Dos and Don’ts” The you want to monitor the activity that occurs from that tweet and shortened URL. In this example we can see the click path of Mary Marshall. How she responded to the blog post and visited our site along with respondeding the tweets and other blog entries and clicking on a Google ad word before filling out the web to lead form. At Genius all this informatio n is recording inside SFDC so that you can understand not only how and when she entered the pipeline But what happened since, if shes bcome a qualified opportunity and/or if she became a win.

Transcript

  • 1. Leveraging Sales 2.0 In Today’s Socially Charged World
  • 2. Parker Trewin Director of Marketing Communications @ parkertrewin / @genius_com email: [email_address]
    • How has selling evolved
    • What is Sales 2.0?
    • How does social fit in…
    • … and overcome marketing challenges?
    • What does it look like within an company?
    • Where’s the proof?
    Today’s Presentation
  • 3. On Sales 2.0 Opening @ first conference October 2007 “ Social media makes everything marketing” “ The new form of relationship selling isn’t about selling anymore–it’s about helping customers with their buying” – David Thompson Chair, Sales 2.0 Conference
  • 4. What is Sales 2.0 ? Communication. Collaboration . Efficiency.
  • 5. The Evolution of Selling then ...
    • Broadcast
    • Billboards
    • Books/Mags
    • Seminars
    • Business Trips
    • Sales Dialogue
    • Rotary Phones
    • Closing Lunches
    • Golf Games
  • 6. now ...
    • SEO
    • Twitter
    • LinkedIn
    • Blogs
    • Email Marketing
    • Webinars
    • eBook
    • Podcasts
    • Skype
    • Instant Messages
    • salesforce.com
    The Evolution of Selling
  • 7. What do Buyers Expect? interact with brands using social media 60% think companies should have a presence 93%
  • 8. Facebook : 400 Million + (1.5 MM pieces of content shared daily) LinkedIn : 60 Million + (Recent growth of 5 MM in two months) Twitter : 110 Million + (Active users tweet 50 x per day) Social is Prolific
  • 9. Email Versus Social Media Social networking eclipsed email in global reach 68% vs. 64%
  • 10. Are You Leveraging Sales 2.0? Why aren’t more Marketers leveraging social media? 90% of consumers are using social media but… 50% of B2B marketers are using Blogs or Twitter
  • 11. Widen Your Reach & Record ROI
    • Monitor channels
    • Track conversions into CRM system
    • Nurture converted leads
    • Score leads
    • Hand off to Sales
    • Track revenue & determine ROI
    • Timing is everything
  • 12. Extend Reach . Trigger Response . Build Relationships . Drive Revenue. Getting From Tweet to Deal
  • 13. Getting From Tweet to Deal
  • 14. “ Social media makes everything marketing” Jay Baer Geoffrey Moore “ Sales is Social Networking” What Experts Are Saying...
  • 15. Thank You! More Information: Genius.com Email: [email_address] Twitter: @parkertrewin / @genius_com
  • 16. Leveraging Sales 2.0 In Today’s Socially Charged World
  • 17. Tweet to Deal: In Action Getting From Tweet to Deal