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“Engaging in Social Selling” 
Koka Sexton 
Sr. Social Marketing Manager, LinkedIn 
#CMWorld 
How to Plan, Develop & Optimize 
A Content Marketing Program for Tech
#CMWorld 
You are the CEO of
#CMWorld
#CMWorld
#CMWorld 
“Visibility creates opportunities.”
#CMWorld 
Social marketing & selling 
Marketing & sales working together, 
complementing each other’s efforts, 
to listen to & engage with prospects using 
social media & networks to generate leads 
& execute sales. 
Social Marketing 
Social Selling
#CMWorld 
Marketing & Sales – The Old Paradigm 
1:M 1:1 
Marketing Team Sales Team 
Awareness Trust 
Brand Connection 
Buyer’s Journey
#CMWorld 
Marketing & Sales – A New Paradigm 
1:M 
1:F 
1:1 
Marketing 
Smarketing 
Nurturing Selling 
Marketing Team Sales Team 
Awareness Knowledge Trust 
Brand Content Connection 
Buyer’s Journey
#CMWorld 
Change your philosophy 
The only true wisdom is 
in knowing you know 
nothing. - Socrates
#CMWorld 
Social buying: 
Leveraging professional networks for 
buying support to increase confidence in 
decision-making
Social buying is widely practiced among B2B decision 
makers, especially C-level and VP-level executives 
#CMWorld 
of C-Level and VP-level buyers use 
social media for B2B purchase decisions 
of all buyers use social media for 
B2B purchase decisions 
Source: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social Selling: 
How Trusted Networks Improve the Purchase Experience" #247829, April 2014 
For all respondents, n = 760
Compared with other B2B buyers, buyers who use social 
media for purchasing spend 84% more per purchase 
#CMWorld 
Average spend of 
non-social buyers 
Average spend of 
social buyers 
Source: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social Selling: 
How Trusted Networks Improve the Purchase Experience" #247829, April 2014 
For all respondents, n = 760
Social buyers also make 61% more purchases on average 
than buyers who don’t use social 
#CMWorld 
# of purchases made 
by non-social buyers 
# of purchases made 
by social buyers 
Source: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social Selling: 
How Trusted Networks Improve the Purchase Experience" #247829, April 2014 
For all respondents, n = 760
And social buyers have a higher level of company influence 
than purchasers who do not use social media 
#CMWorld 
of non-social buyers make 
purchases for their entire 
company, business unit, or 
multiple departments 
of social buyers make purchases for 
their entire company, business unit, or 
multiple departments 
Source: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social Selling: 
How Trusted Networks Improve the Purchase Experience" #247829, April 2014 
For all respondents, n = 760
Sales professionals can partner more effectively with social 
buyers by increasing social proximity, presence, and capital 
#CMWorld 
Social proximity 
Grow social networks and 
contribute to conversations. 
Social presence 
Manage a professional identity 
that is credible, authentic, 
accurate, information-rich, and 
service oriented. 
Social capital 
Do your social homework to 
ensure relevancy before you 
reach out and facilitate peer-to- 
peer recommendations.
B2B Purchasers- Likelihood to Engage 
92% 
More likely to engage vs. cold 
outreach 
#CMWorld 
5X 
5X 
5X 
4X 
3.7X 
Definitely would engage Probably would engage 
17% 
69% 
63% 
88% 
86% 
0 20 40 60 80 100 
Known as a thought leader in their industry 
Introduced through someone in professional network 
Provide insights or knowledge about your business 
Are informed of job within the company 
Have a complete LinkedIn profile 
Reach out cold 
We refer to engage as setting aside time to understand how this sales professional’s service or product would meet your business 
needs (i.e. responding to their outreach or accepting a meeting invitation). How likely are you to engage with this person if they…?
#CMWorld 
Trusted 
by your prospects 
and customers 
Informed 
on key updates at 
your target accounts 
Focused 
on the right people 
and companies 
• Buyers have 22X more 
favorable impression if sales 
professionals are introduced vs. if 
they reach out cold. 
• 92% of B2B buyers would be 
more likely to engage with sales 
professionals who are known 
thought leaders in the industry. 
• 85% of B2B buyers have a 
better impression of sales 
professionals who provide 
insights or knowledge. 
• 86% of B2B Buyers engage 
with sales professionals if they 
provide insights or knowledge 
about the industry. 
• #1 reason why B2B buyers 
don’t engage with sales 
professionals is because 
their product or service is not 
relevant to their company. 
• B2B buyers are 4X more 
likely to engage if a sales 
professional is informed of 
the buyer’s role in the 
company.
#CMWorld 
Leverage Relationships 
From serendipity to science 
Serendipity oror SSccieiennccee??
#CMWorld 
Definition of Social Selling 
Leveraging your professional brand to 
fill your pipeline with the right people, 
insights and relationships.
#CMWorld 
Why is social selling important? 
SSI leaders create 
45% more opportunities per quarter 
than SSI laggards. 
SSI leaders are 
51% more likely to hit quota 
than SSI laggards. 
45% 
more opportunities 
51% 
more likely to hit quota
Companies should be empowering and 
enabling their teams to be successful. 
#CMWorld
#CMWorld 
Think like a publisher 
Turn your employee’s into the distributors
Add Rich Media to Employee Profiles 
Leverage your employee’s profiles 
to distribute content. 
• Initially sent in batches 
• Incremental updates as needed 
#CMWorld
Use your status 
updates to promote 
your network 
#CMWorld
Use your status 
updates to inform 
your network 
• Industry news 
• Relevant content 
• Press 
• Blogs 
• Content 
#CMWorld
#CMWorld 
Your network 
Is your business.
#CMWorld 
Why sharing is important? 
Sales reps that exceed quota engage with 
prospects 39% more than laggards 
Sales reps that that exceed quota have 
their updates engaged 98% more than 
laggards 
39% 
more engagement 
98% 
Engagements received 
Based on a global study LinkedIn ran in Q4 2013 of Q3 performance for reps focused on new business and reps focused on 
existing business. Respondents reported performance; they were matched to their LinkedIn profiles to understand their SSI.SSI 
leaders have an SSI > 70; SSI laggards have an SSI < 30
#CMWorld 
Lessons Learned 
• You are the CEO of ME Inc. 
• Buyers are using social media to make decisions 
• Social Selling is about building relationships 
• Educate your connections

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Optimize Social Selling with Thought Leadership and Relationship Building

  • 1. “Engaging in Social Selling” Koka Sexton Sr. Social Marketing Manager, LinkedIn #CMWorld How to Plan, Develop & Optimize A Content Marketing Program for Tech
  • 2. #CMWorld You are the CEO of
  • 5. #CMWorld “Visibility creates opportunities.”
  • 6. #CMWorld Social marketing & selling Marketing & sales working together, complementing each other’s efforts, to listen to & engage with prospects using social media & networks to generate leads & execute sales. Social Marketing Social Selling
  • 7. #CMWorld Marketing & Sales – The Old Paradigm 1:M 1:1 Marketing Team Sales Team Awareness Trust Brand Connection Buyer’s Journey
  • 8. #CMWorld Marketing & Sales – A New Paradigm 1:M 1:F 1:1 Marketing Smarketing Nurturing Selling Marketing Team Sales Team Awareness Knowledge Trust Brand Content Connection Buyer’s Journey
  • 9. #CMWorld Change your philosophy The only true wisdom is in knowing you know nothing. - Socrates
  • 10. #CMWorld Social buying: Leveraging professional networks for buying support to increase confidence in decision-making
  • 11. Social buying is widely practiced among B2B decision makers, especially C-level and VP-level executives #CMWorld of C-Level and VP-level buyers use social media for B2B purchase decisions of all buyers use social media for B2B purchase decisions Source: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience" #247829, April 2014 For all respondents, n = 760
  • 12. Compared with other B2B buyers, buyers who use social media for purchasing spend 84% more per purchase #CMWorld Average spend of non-social buyers Average spend of social buyers Source: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience" #247829, April 2014 For all respondents, n = 760
  • 13. Social buyers also make 61% more purchases on average than buyers who don’t use social #CMWorld # of purchases made by non-social buyers # of purchases made by social buyers Source: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience" #247829, April 2014 For all respondents, n = 760
  • 14. And social buyers have a higher level of company influence than purchasers who do not use social media #CMWorld of non-social buyers make purchases for their entire company, business unit, or multiple departments of social buyers make purchases for their entire company, business unit, or multiple departments Source: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience" #247829, April 2014 For all respondents, n = 760
  • 15. Sales professionals can partner more effectively with social buyers by increasing social proximity, presence, and capital #CMWorld Social proximity Grow social networks and contribute to conversations. Social presence Manage a professional identity that is credible, authentic, accurate, information-rich, and service oriented. Social capital Do your social homework to ensure relevancy before you reach out and facilitate peer-to- peer recommendations.
  • 16. B2B Purchasers- Likelihood to Engage 92% More likely to engage vs. cold outreach #CMWorld 5X 5X 5X 4X 3.7X Definitely would engage Probably would engage 17% 69% 63% 88% 86% 0 20 40 60 80 100 Known as a thought leader in their industry Introduced through someone in professional network Provide insights or knowledge about your business Are informed of job within the company Have a complete LinkedIn profile Reach out cold We refer to engage as setting aside time to understand how this sales professional’s service or product would meet your business needs (i.e. responding to their outreach or accepting a meeting invitation). How likely are you to engage with this person if they…?
  • 17. #CMWorld Trusted by your prospects and customers Informed on key updates at your target accounts Focused on the right people and companies • Buyers have 22X more favorable impression if sales professionals are introduced vs. if they reach out cold. • 92% of B2B buyers would be more likely to engage with sales professionals who are known thought leaders in the industry. • 85% of B2B buyers have a better impression of sales professionals who provide insights or knowledge. • 86% of B2B Buyers engage with sales professionals if they provide insights or knowledge about the industry. • #1 reason why B2B buyers don’t engage with sales professionals is because their product or service is not relevant to their company. • B2B buyers are 4X more likely to engage if a sales professional is informed of the buyer’s role in the company.
  • 18. #CMWorld Leverage Relationships From serendipity to science Serendipity oror SSccieiennccee??
  • 19. #CMWorld Definition of Social Selling Leveraging your professional brand to fill your pipeline with the right people, insights and relationships.
  • 20. #CMWorld Why is social selling important? SSI leaders create 45% more opportunities per quarter than SSI laggards. SSI leaders are 51% more likely to hit quota than SSI laggards. 45% more opportunities 51% more likely to hit quota
  • 21. Companies should be empowering and enabling their teams to be successful. #CMWorld
  • 22. #CMWorld Think like a publisher Turn your employee’s into the distributors
  • 23. Add Rich Media to Employee Profiles Leverage your employee’s profiles to distribute content. • Initially sent in batches • Incremental updates as needed #CMWorld
  • 24. Use your status updates to promote your network #CMWorld
  • 25. Use your status updates to inform your network • Industry news • Relevant content • Press • Blogs • Content #CMWorld
  • 26. #CMWorld Your network Is your business.
  • 27. #CMWorld Why sharing is important? Sales reps that exceed quota engage with prospects 39% more than laggards Sales reps that that exceed quota have their updates engaged 98% more than laggards 39% more engagement 98% Engagements received Based on a global study LinkedIn ran in Q4 2013 of Q3 performance for reps focused on new business and reps focused on existing business. Respondents reported performance; they were matched to their LinkedIn profiles to understand their SSI.SSI leaders have an SSI > 70; SSI laggards have an SSI < 30
  • 28. #CMWorld Lessons Learned • You are the CEO of ME Inc. • Buyers are using social media to make decisions • Social Selling is about building relationships • Educate your connections