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[Webinar] Master the Art of Social Selling - APAC


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Context, Content and Alignment are the key to any successful sales and marketing partnership. This presentation is designed for marketers and sales professionals to outline the power of social media and content for driving the sales funnel.

Published in: Sales, Marketing, Business
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[Webinar] Master the Art of Social Selling - APAC

  2. Meet Your Experts: Kieran Flanagan International Marketing Director HubSpot @searchbrat Carla Glavonjic Marketing Manager LinkedIn @CarlaGlavonjic
  3. Welcome Most Popular Most Endorsed Earliest Adopter Most Connected Shankar vishwanath Phil Mudge Emma Boyd Michele Smorgon
  4. Agenda CONTEXT CONTENT ALIGNMENT #SocialSelling
  5. 1 CONTEXT: Social Selling. #SocialSelling
  6. Leveraging your social brand to fill your pipeline with the right people, insights and relationships.
  7. Establish a professional presence on LinkedIn with a complete profile Create a professional brand Prospect efficiently with powerful search and research capabilities Find the right people Discover and share valuable information to initiate or maintain a relationship Engage with insights Expand your network to reach prospects and those who can introduce you to prospects Build strong relationships #SocialSelling
  8. Tip: Build a Strong Professional Profile Add a photo, experience and skills that showcase the brand of YOU 8
  9. LinkedIn Confidential ©2013 All Rights Reserved 9
  10. Tip: Proactively Develop Your Network Build trusted relationships who can support your professional objectives #SocialSelling
  11. What do you need to be successful?
  12. 2 CONTENT: Marketing & Sales. #SocialSelling
  13. “Sales and marketing must have a unified picture of the funnel.”
  14. @TheSalesLion Great content is the best sales tool in the world.
  15. MARKETING MARY • Professional marketer (VP, Director, Manager) • Mid-sized company (25-200 employees) • Small marketing team (1-5 people) • BComm (BU), MBA (Babson) • 42, Married, 2 Kids (10 and 6) Goals: • Support sales with collateral and leads • Manage company communications • Build awareness Challenges: • Too much to do • Not sure how to get there • Marketing tool and channel mess Loves HubSpot because: • Easy to use tools that make her life easier • Learn inbound marketing best practices • Easier reporting to sales and CEO #SocialSelling
  16. Ask Sales “What are our customers questions, challenges and pain points”
  17. Use them to create your Content Machine ! #SocialSelling
  18. 1 Ebook w/ LP / Month CREATE A CONTENT ENGINE
  19. 1 Ebook w/ LP / Month CREATE A CONTENT ENGINE 4 Blog Posts / Month #SocialSelling
  20. 1 Ebook w/ LP / Month CREATE A CONTENT ENGINE 4 Blog Posts / Month 8 FB Posts / Month
  21. 1 Ebook w/ LP / Month CREATE A CONTENT ENGINE 4 Blog Posts / Month 8 FB Posts / Month 16 Tweets / Month #SocialSelling
  22. Map that content across your funnel to make sure you have the right content for each stage. Awareness Evaluation Purchase What content do you need to attract your buyer persona in the awareness stage? What content will help your buyer persona in the evaluation stage?
  23. JOIN THE CONVERSATION #SocialSelling
  24. Sales are a great source of content ideas.
  25. 3 Marketing & Sales Alignment.
  27. Track the # of Marketing Qualified Leads Track progress on these same marketing qualified events.
  28. Figure out your SLA € Demo € Trial € Contact Sales € IMA
  29. Define Key Metrics Leads The # of new leads you bring in. Pipeline The # of leads you qualify for sales follow-up. Sales The number of leads who convert into customers. Identify the metrics essential for sales & marketing success #SocialSelling
  30. Define Key Metrics OWNED BY MARKETING
  31. Marketing are Empowered 60% of the sales cycle is over – before a buyer talks to your salesperson. Corporate Executive Board:
  32. a. Visits per channel b. Leads per channel c. Visit-to-lead ratio per channel d. Lead-to-customer ratio per channel Track Leads Across Different Sources #SocialSelling
  33. Workable New Leads Dashboard
  34. Leads Followed Up & Forecast
  35. Frequent Public Transparent Marketing Shared Dashboards #SocialSelling
  37. Examples of Marketing Qualified Leads: Contact who downloaded an ebook on lead gen, company is 200-1,000 employees & in the UK. A contact at a company in the UK who filled out the form to request a sales demo or started a trial. A contact at a company whose role makes him/her a decision maker, e.g. Director.
  38. Examples of Sales Qualified Leads: Is the contact a primary decision maker? Do they have a defined project? Do they have a budget? Do they have a defined time frame?
  39. Sales Converts Opportunities into Customers OWNED BY SALES #SocialSelling
  40. Track # of New Customers Generated Ensure that your marketing efforts are bringing in new customers
  41. Q&A #SocialSelling Carla Glavonjic Marketing Manager LinkedIn @carlaglavonjic Kieran Flanagan Marketing Director HubSpot @searchbrat