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Sales Enablement: Social Media and Content Marketing

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Sales Enablement: Social Media and Content Marketing

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An overview of changes in the B2B marketing/sales processes and a guide to social media to equip and enable sales teams to connect with current and prospective customers.

These slides are from an internal webinar I gave to the Sales Team at Analytics8, therefore I used all Analytics8 examples. A lot of the research and data is from an SAP marketing webinar.

An overview of changes in the B2B marketing/sales processes and a guide to social media to equip and enable sales teams to connect with current and prospective customers.

These slides are from an internal webinar I gave to the Sales Team at Analytics8, therefore I used all Analytics8 examples. A lot of the research and data is from an SAP marketing webinar.

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Sales Enablement: Social Media and Content Marketing

  1. 1. Sales Enablement, May 24, 2016 Building Your Personal Brand On to Establish, Build + Maintain Customer Relationships
  2. 2. HELLO! LISA DAHLAGER Marketing Coordinator San Francisco Office @lisa_dahlager Add a fun fact about yourself or why you’re an expert on this topic here. Don’t be shy!
  3. 3. HELLO! LISA DAHLAGER Marketing Coordinator San Francisco Office @lisa_dahlager Add a fun fact about yourself or why you’re an expert on this topic here. Don’t be shy!
  4. 4. HELLO! LISA DAHLAGER Marketing Coordinator San Francisco Office @lisa_dahlager Add a fun fact about yourself or why you’re an expert on this topic here. Don’t be shy!
  5. 5. HELLO! LISA DAHLAGER Marketing Coordinator San Francisco Office @lisa_dahlager Add a fun fact about yourself or why you’re an expert on this topic here. Don’t be shy!
  6. 6. What We’re Going To Talk About 1. The Shift In Sales 2. Content Marketing: Providing Value 3. Social Media: Amplifying The Message 4. Analytics8’s Online Profile 5. Practical Take Aways For You
  7. 7. The Shift In Sales1
  8. 8. 71% OF PEOPLE DO THEIR OWN RESEARCH FIRST AND THEN REACH OUT TO A SOLUTION PROVIDER.
  9. 9. NEW VERSUS OLD SALES>>
  10. 10. Content Marketing2
  11. 11. CONTENT MARKETING A strategy for attracting and retaining customers by creating and distributing valuable, relevant content that engages, assists, or informs clearly defined target audiences. The ULTIMATE GOAL is to drive a profitable customer action.
  12. 12. Buyers consume an average of 10 pieces of content before making a purchase. -Google ZMOT Research
  13. 13. CONTENT MARKETING IS NOT…>>
  14. 14. • Is not self-congratulatory ads and messages that tout the brand for the brand’s sake. • Is not about the hard sell. • Is not solicitously pushed onto people • Is not an overt ‘pitch’ of your products and services.
  15. 15. THE ART OF CONTENT MARKETING IS DELIVERING INFORMATION THAT MAKES YOUR BUYER MORE INTELLIGENT.
  16. 16. GREAT CONTENT MARKETING IS…>>
  17. 17. • Based on the customer’s ambitions and needs – not your company. • Thought leadership on innovation and value – not your product. • Interesting, informative – not a sales pitch.
  18. 18. Social Media3
  19. 19. Your Benefits 1. Build a personal brand of creditability, authority, helpfulness and expertise. 2. Get in front of potential customers before your first personal connection. 3. Compel your followers and social networks to action. 4. Monitor chatter at events or of sentiment + pain points
  20. 20. Analytics8’s Online Profile4
  21. 21. BLOG: STRATEGIES, INSIGHTS + BEST PRACTICES MAIN FOCUS: Lead attracting and nurturing tool where our content marketing resources and pieces lives. >> WWW.ANALYTICS8.COM/INSIGHTS
  22. 22. LINKEDIN: THE INDUSTRY CONNECTION MAIN FOCUS: Showcase our company’s success + expertise and equip followers with resources >> WWW.LINKEDIN.COM/COMPANY/ANALYTICS8
  23. 23. TWITTER: THE INDUSTRY NEWS CYCLE MAIN FOCUS: A catch all for industry news, how-tos, showing company culture, events, and direct interaction with customers. >> WWW.TWITTER.COM/ANALYTICS8
  24. 24. FACEBOOK: THE A8 VIBE MAIN FOCUS: Showing the human side to our company by highlighting Analytics8’s culture and behind the scenes. >> WWW.FACEBOOK.COM/ANALYTICS8
  25. 25. YOUTUBE + VIMEO MAIN FOCUS: Webinar archives, quick how-to’s, demos and (in the future) customer stories. >> WWW.VIMEO.COM/ANALYTICS8
  26. 26. GOOGLE+ / INSTAGRAM / PINTEREST>>
  27. 27. QLIKMAPS TWITTER: #HappyMapping YOUTUBE: Video How Tos GOOGLE+: Sharing resources and events >> @QlikMaps
  28. 28. HOW YOU CAN APPLY5
  29. 29. TREY ON TWITTER
  30. 30. FITZ ON LINKEDIN
  31. 31. WHAT DO I DO SOCIAL NETWORKS?A
  32. 32. • Creep • Engage • Share • Invite
  33. 33. WHAT SHOULD I POST ON SOCIAL NETWORKS?B
  34. 34. WHAT TO POST ON SOCIAL MEDIA 1. Analytics8’s Blogs 2. Prospective customer pain points 3. Cool things customers are doing 4. Snackables from events/webinars 5. Events + past webinars 6. Resources we provide 7. Industry articles 8. Share or Retweet anything A8 posts
  35. 35. HOW DO I MAKE IT GOOD?C
  36. 36. HOW TO WRITE COMPELLING UPDATES 1. Think like a journalist 2. Clear CTA (have links easy to find) 3. Visuals 4. Align content to the audience’s need and interest 5. Listen 6. Use the right voice for each network
  37. 37. BLOG 1. Think about how to solve your customer’s problems before you even have the conversation. 2. Have a lens of thinking “how can we tell this story?” 3. Utilize marketing resources.
  38. 38. LINKEDIN 1. Update Your Profile 2. Join Groups 3. Publish on LinkedIn Pulse 4. Connect With Customers and Prospects
  39. 39. TWITTER 1. Update Your Profile 2. Use Hashtags #theyrethebest • Events • Quoting Articles • Humor 3. Gem Ideas and Thoughts
  40. 40. FACEBOOK 1. Don’t Be Annoying 2. Company Culture Approach
  41. 41. THANK YOU!

Editor's Notes

  • USED TO BE SALES LED
    - But reality is that the cloud customer is much more informed -- more than half of purchase decisions is complete before sales engages.
    New Paradigm - emphasis on value and best practice OVER features.
  • WAS – campaign based – interactions based on products.
    Sales Offers – customer responds – Sales fulfills

  • NOW –
    Context Based – the buyer has a need and goes out looking for a solution –
    Sales matches their need
    And both the customer and sales rep engage together.

    Most customers will have 60% of their purchase decision made before they even engage with sales.

    And how are they getting that information?? Online and digitally.
  • If buyers are going to be there anyway – what would it look like if
    you were influencing the things they read and saw –
    You were becoming their trusted advisor before they even spoke to you via email / phone
    If your opinions or framing was what they read?
    If you’re the one providing answers and guiding decisions - you’ve already started and built that relationship
    And if content is established so it’s building for you while you’re not even working.
  • Can’t talk about Social Media without talking about content marketing and BLOGGING.
    I was asked me to talk about how all of us, esp. the sales and marketing side can be more engaged online and what to look for with social media – will get to more practical what to do – but if we don’t have information, content, answers to questions that we’re providing our customers online – we won’t be able to DRIVE those networks we’re building to anything that points to A8 and the brand.

  • Successful content marketing fulfills one of three needs a potential lead has ….
    To be informed
    To be educated
    To be entertained
    Each of those at the right time. When we do this right – we get their business and loyalty.
  • Great content motivates prospects quickly and speeds up your time to revenue.
  • USED TO BE SALES LED
    - But reality is that the cloud customer is much more informed -- more than half of purchase decisions is complete before sales engages.
    New Paradigm - emphasis on value and best practice OVER features.
  • Who are our prospects and customers? Who are you targeting? How are you getting in front of them? How are you speaking their language? What are their pain points? Answer those questions before they even get to us. What kind of content do they want before even think about a purchase (act-on webinar)? Attract - Capture - Nurture - Convert – Expand

    EDCUATE – DON’T SELL



  • USED TO BE SALES LED
    - But reality is that the cloud customer is much more informed -- more than half of purchase decisions is complete before sales engages.
    New Paradigm - emphasis on value and best practice OVER features.
  • THIS IS where it’s so important to be getting many voices – especially sales voices throughout the organization.
  • So why social media then??
    This is the way we amplify the content marketing and deliver to people – put it in front of their daily lives. Plus we build online community and relationships.
    Email is good – but I have some numbers that will show the opportunity we’re missing when we don’t engage online


  • Today’s buyers are on social networks.
    Social media is a must have - or you miss exposure to audience while they’re doing research.
    Tweet, like, share - to your communities – increases brand and credibility. More compelling your content, the more likely it is to be shared.
    Increase awareness and interest in target market - and compel your targets to act.
  • 40% see social media as important to their success. That number rises when you look at top sales performers - 65% believe social media is integral to their sales success.
  • Move from Always be selling – to always be connecting --- have Trey and Fitz share some of how they use social media – they’re good examples of providing relevant content to help others – connecting with poepl on social media – commenting and engaging.

    READ from salesforce blog --- CRAFT A RELEVANT MESSAGE >> Social Selling is based on credibility and trust. Your potential customers are looking for what you can offer to each of them. Emotional intelligence expert Daniel Goleman tweets "In sales, cognitive empathy means you know how to listen to the client and ask the right questions." Your customers do a lot of self-educating throughout the sales cycle, and you want to be the one delivering the answers they want to see at every step of the buyer funnel. http://www.salesforlife.com/blog/social-selling/twitter-101-social-selling-in-140-characters/
  • Primary
    1. Brand Awarenes 2. Lead Nurture 3. Lead Gen
    Secondary
    1. Customer support/retension/service 2. Traffic 3. Thought leadership
    Social Media (which includes blogging in our case) is all about content marketing and lead generation.
    It tends to be a slower process of lead generation than we see with event marketing –
    but with event marketing leads are already committed to a point - enough that they want to go to an event.  
    With content marketing - we’re workign to get more people in our pipeline. But we have to remember- they’re coming in at a very different stage than event marekted leads. That’s where lead nuturing comes into play, content marketing, and social interaction.

  • Can not just assume because we put it out there – people will come.
    AMPLIFCATION
    Need to think of amplification strategy before you start == what networks will you put this on – how will you put it in front of people.
    Easy to fall into the trap of “if you build it they will come.” It’s not true.
    Need to think through - how can I get in front of my customers.
    Blog/LinkedIn Pulse >> social media

  • LinkedIn - The Industry Connection Main Focus >> Industry Experts + Recruiting
    Equipping our followers with:
    Industry insights
    CIO/Manager Resources
    Displaying our company’s successes

  • Twitter - Main Focus >> Stay Up to date
    Equipping our followers with:
    Tech How Tos
    Connects what we post on FB and LI as well - so builds company culture and industry experts
    Stay up to date on industry news
    Where it all comes together -- showcasing all our channels

  • Facebook - The A8 Vibe Main Focus >> The A8 Culture and behind the scenes
    Personal connections - showing the humanness of our company
    Internal company focused
    Partner with HR for building company culture
  • Blog
    Post and engage online
    Interact with customers
  • Twitter Trey
    Why did you get on twitter again?
    Used to use it a lot for gathering news and whatnot and got so disappointed with
    Came back for live tweet at qonnections
    Why did you say you’re now hooked and loving it?
    Brand that is not developing well that goes above and beyond A8 (in addition to) - in best interest to leverage what I can to build a brand of Trey as well on twitter.
    Rob Wonderlick and Olgev - icons in the community we run in - had a beer with Barry and said something to the effect of “oh - I'm going to tag that as a blog post” -- he said why I'd do it -- Barry said it’s crazy more people don't’ do it. The more you post on qlik forums and more time you’re recognized as a authority in the area - the more opportunities you’ll have going forward.
    Not leaving A8 anytime soon - but foolish to not think about what I’m going to do in the future -- right now can leverage what doing with social media.
    What are the possibilities you see with it?
    Have him share his thoughts of what to post and why?
    Answer questions
    Brand Awareness
    Show cool things QM does
    TB - just posting - at first was to post A8 and brand awareness --
    Seen it grow/??
    Started Qonnections with 2 and now have 45 followers.
    Haven’t paid lots of attention to blog - still feel like a lot i need to do as a branding tool.
    People are starting to react to what Trey’s saying -- which he likes.
    Extra time it takes
    Blog posts take awhile - because free flow thought
    Twitter posts can take anytime -
    Just quote people will get you a long way.  Put to the test -- people would respond no matter how mundane the posts were.
    One of main reasons love twitter originally was because everyone was asking the same thing over and over agin -- so i was tired of getting it over and over. The majority of people want what they’re paying attention to.
    Repeating what others have said -- or little tid bits out there that are my opinion.
    Numbers game - just a numbers game -- more content put out there - the more opportunities you have to get heard.
    1-2 posts a day.
    Sales oriented → every sale that I make… can I connect with them online? Can i congratulate you publically on twitter for buying this or partnering with me. Make sure my twitter handle is on everything I sold so if there’s a question someone could ask me. Wouldn’t worry as much about content - as much for praise and connections.
  • Practical Reasons To Follow and Be On
    Stalk and creep
    See what your clients are saying. What their company is posting. What is important to their company
    Practical Reasons To Share content/post
    Expert status
    Help customers
    Engage with customers
  • Prospective Customer pain points
    Share what others write about how to solve problems
    Give your insight on what they’re going through.
    Engage in the conversation about the struggles people have and how we can solve.
    Cool things our customers are doing
    Don't necessarily need to share names to share how the business is utilizing BI technology to improve businesses.
    What are they doing? How do they work? What kind of impact are they making on the world.
    Remember - what we do is so much more than sell tech, implement tech, and do some consulting to make it better. Yes we want to make money - but if that is your driver -- you’re going to miss the customer interaction - you’re going to miss what is real in their life - you’re going to miss the heart behind when we’re actually doing… improving businesses!
    Go to our website and pull off “snackable” pieces and an image/illustration – especially case studies
    Repurpose - attend webinars, know what they’re about - and then advertise the on demand webinars to address what you know your customers feel
    Follow other blogs! Blog posts to follow (use feedly?) Tech Target. _____, ______, Information Today? CIO What are your customers reading? Go to where they’re already at and look at what they’re reading. Put that in front of them.
  • Compelling Updates >> http://www.slideshare.net/LImarketingsolutions/15-tips-for-compelling-company-updates/8
    Think like a journalist (don’t burry the lead)
    Clear call to action (read here, sign up, register, put the link)
    Visuals - images… or even videos
    Align content to members’ needs and interests - quick to consume content and people will want to share.
    PERSONAL LinkedIn vs. A8 LinkedIn- can be much more personable. Have your own voice of how you’d talk to customers - it doesn’t always have to be business'.
    Cultivating thriving relationships with your customers >> https://help.linkedin.com/ci/fattach/get/2297995/0/filename/20130328_LinkedInCompanyPages_5Steps_28407.pdf
  • You know the customers. You know what they’re going through and what they’re asking for. You know what they need.

    Service to our customers
    Drives relevant traffic to our site – converts the traffic into leads
    Boosts our authority
    Establishes us as thought leaders and credible sources in the industry
    Builds a8 brand
    Increases SEO
    Works for us when we’re not work – is a long term asset that allows us to earn people’s trust
    (Write a blog for an hour – you’re generating 100 views that week – 50 tomoror – 5 day after --- but grows and grows)
  • Sept 2014 – indirect selections in qlikview --- 5th highest page visited on our website this past month.
    Dropped from 3rd place the month before (after company and homepage) because we had a specific Qonnections page and a file download that we emailed out.
  • Headline – value prop // name – headline – location
    Profile Update --- professional, high res picture // customize your public profile URL // Add contact info // tell your story of what you do and will do for othrs.
    Groups
    LinkedIn Pulse
    professional place. Connect with clients. Connect with prospects. Share A8 posts. Think of it as you equipping your followers. Share resources and helpful tools. Use LI pulse
    LI pulse - (when you post a blog on LI it sometimes shows in inboxes). Give away knowledge - what’s in it for them (ALWAYS start with that… what’s in it for them). LI pulse - high level - not really tech (at least from what i’ve seen).
  • Events
    Hashtags
    Gem ideas thoughts/ pointing to links/ etc
    news cycle - what’s being talked about? What is happening in the industry?
    Basics > https://business.twitter.com/en/basics.html
    Glossary of Terms > http://www.socialsaleslink.com/twitters-glossary-of-terms-twitter-101/
  • not the place to advertise - friends and fam - show company culture and work friends. Would not recommend highlighting products/sales - unless you’re pointing to an accomplishment you had or a project you specifically are proud of.

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