Using Social Media to Find & Close Business


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Presentation from the AA ISP Summit in Minneapolis on May 11/12. Conducted with Matt Heinz of Heinz Marketing and covering how to use social media as part of the outreach and prospecting process for inside sales professionals.

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  • Using Social Media to Find & Close Business

    1. 1. Using Social Media to <br />Find & Close More Business<br />AA-ISP Annual Conference<br />5/11/2010<br />Robert PeaseVice President of Marketing<br /><br />@RobertAtGist<br />Matt Heinz<br />Principal, Heinz Marketing<br /><br />@heinzmarketing<br />
    2. 2. Last slide first*<br />Find & engage prospects “upstream” before they are active buyers<br />Participate in their communities as a peer to build trust & credibility<br />Use research tools to customize approach with new targets<br />Publish your own source(s) of value-added content to attract new prospects to you<br />Marketing is too important to leave to the marketers (let alone the sales reps)<br />#gist/@RobertAtGist<br />Copyright © 2010 Gist <br />2<br />*Thanks to Zach Nelson, CEO, Netsuite<br />
    3. 3. Quick Audience Audit<br />Social media usage<br />Social lead generation<br />Social deal acceleration<br />#gist/@RobertAtGist<br />@HeinzMarketing<br />
    4. 4. Prospect Engagement Funnel<br />#gist/@RobertAtGist<br />@HeinzMarketing<br />Next Step Accelerator Ideas<br />Customer Targets (based on persona profiles)<br />Network-exclusive access to content<br />Value-added special offers<br />Discovery events<br />White papers, top ten tips, etc.<br />Network / Open Community<br />Channels: Twitter, Facebook, Blog, LinkedIn<br />Goal: Drive Registration<br />Drip Marketing<br />Channels: Email Newsletters, CRM System<br />Goal: Drive Active Prospects<br />Testimonials, Success Stories<br />Profile-Specific Messages<br />New product/service offers<br />Active Sales Cycle<br />Channels: CRM, 1:1 <br />Goal: Sell<br />New Opportunity Alerts<br />1:1 with Existing Customer<br />In-Market Events<br />Referral & Tell-a-Friend Offers<br />Network / Community Invites<br />New Customer<br />
    5. 5. Social Media & Sales Survey<br />Collected via on-line survey (n=499)<br />Gist users so skewed in terms of use of social media<br />But…a good leading indicator<br />Wanted to understand usage as well as results<br />You know what they say about statistics…<br />5<br />#gist/@RobertAtGist<br />
    6. 6. Finding information…<br />6<br />#gist/@RobertAtGist<br />
    7. 7. Social media generates revenue…<br />7<br />#gist/@RobertAtGist<br />
    8. 8. Up to 20% more…<br />8<br />#gist/@RobertAtGist<br />
    9. 9. But does not always reduce sales cycles<br />9<br />#gist/@RobertAtGist<br />
    10. 10. Popular tools…<br />10<br />#gist/@RobertAtGist<br />
    11. 11. Email isn’t going anywhere…<br />11<br />“Email is life's database”<br />“Email is the foundation of all that I do.” <br />“Email is part of what I do everyday. Going outside of Outlook slows my productivity.”<br />“I prefer to stay in email. It is where I live and where work gets done.”<br />“Most of the time spent is in Email, it becomes - with all its quirks - the primary organization and contact management tool.”<br />#gist/@RobertAtGist<br />
    12. 12. The Social Inbox - Email +Content<br />12<br />
    13. 13. Social CRM – have intelligent conversations<br />13<br />#gist/@RobertAtGist<br />
    14. 14. Social when you need it most…<br />14<br />#gist/@RobertAtGist<br />
    15. 15. Four Zones of Engagement<br />Zone of Amazement<br />Zone of Affection<br />Zone of Indifference<br />Zone of Disdain<br /><ul><li>Over 6 hours to respond
    16. 16. Generic response
    17. 17. Direct sales tactics
    18. 18. Nothing worth sharing
    19. 19. Partial coverage
    20. 20. Response within 4 – 6 Hours
    21. 21. Sales = Support
    22. 22. Actionable & meaningful
    23. 23. Contribute domain knowledge
    24. 24. Response within 1-10 minutes
    25. 25. Personal & authentic
    26. 26. Speed wins
    27. 27. Complete coverage
    28. 28. DO NOT outsource
    29. 29. No coverage
    30. 30. No response</li></ul>Real-time/Near-time Response<br />No Clue<br />Batch & Act<br />#FAIL<br />#gist/@RobertAtGist<br />
    31. 31.
    32. 32. Tweetdeck<br />#gist/@RobertAtGist<br />@HeinzMarketing<br />
    33. 33.
    34. 34. It’s your turn…<br />Let’s make this personal:<br />Your industry<br />Your customers<br />Your product/service/solution<br />Your opportunity<br />
    35. 35. Thanks<br /><br /><br /><br /><br />