Insights ROI of Social Selling

Lauren Mullenholz
Insights Leader
LinkedIn
The Science of Social Selling:
Measuring adoption and results
and the Microsoft journey
Philip Amato
Marketing Communications
Manager at Microsoft

The Buyer Process Has Changed
people are now involved
in the average B2B
buying decision
of B2B buyers now use
social media to be more
informed on vendors
of decision-makers say
they never respond to cold
outreach

SOCIAL
Success Stories
Social SelIing Index
(SSI)
ADOPTION
Pipeline & Revenue
ROI

Freshman Sophomore Junior Senior
2.8GPA
3.0GPA
3.2GPA
3.5GPA

Social selling index
0
25
50
75
100
Laggards Leaders
Your Score
82

The components of social selling
Create a
professional
brand
Find the
right
people
Engage with
insights
Build strong
relationships
100

The impact of SSI
New potential clients
Meetings secured
Opportunities generated
Source:
LinkedIn Social Selling & Sales Performance Study, October 2014 . Compares high SSI sales professionals defined as SSI above 70 to low SSI sales professionals
below 30. Only based on the subset who attribute generating an opportunity via LinkedIn.

1000 20 40 8060
Social Selling Index (SSI)
28.2
2015
12.2
2012

It’s lonely at the top
46.7%
51.9%
0-20 21-69 70+
SSI distribution for all sales professionals
1.4%
Sources:
All Sales Professionals according to Linkedin as of Aug 2015, current SSI average
.

Social sellers are trending up globally
Aug 2014 Aug 2015
21.2
28.2
+33%
Sources:
Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014

ANZ
30.03
ASIA
24.1
EMEA
27.9
LATAM
21.2
NAMER
30.05
SSI By GEO
Sources:

ANZ
+33%
ASIA
+36%
EMEA
+34%
LATAM
+46%
NAMER
+29%
SSI By GEO
Sources:

Tech and Professional Services lead
0 5 10 15 20 25 30 35 40
Retail & Consumer Products
Manufacturing/Industrial
Aero/Auto/Engineering
Government/Education/Non-profit
Healthcare & Pharmaceutical
Financial Services & Insurance
Oil & Energy
Professional Services
Tech, Telecom, & Media
Aug 15 Aug 14Sources:

Laggard industries are gaining quickly this year
0 5 10 15 20 25 30 35 40
Retail & Consumer Products
Manufacturing/Industrial
Aero/Auto/Engineering
Government/Education/Non-profit
Healthcare & Pharmaceutical
Financial Services & Insurance
Oil & Energy
Professional Services
Tech, Telecom, & Media
Aug 15 Aug 14
+37%
+37%
+43%
Sources:

SMBs show greater social selling adoption
27.1
27.9
30.5
Enterprise Mid-Market SMB
Sources:

27.1
27.9
30.5
Enterprise Mid-Market SMB
SMBs show greater social selling adoption
+32%
+32%
+34%
Sources:

Globally there’s room on the adoption curve
All Sales Professionals
Median: 22
0 100
#ofSalesprofessionals
SSI score
Sources:
Aug 2015, All Sales Professionals according to LinkedIn

56.1
MSFT Social
Sellers
25.7
35.8
43.1
45.2
56.0
Company A Company B Company C Company D Company E
Microsoft overall SSI compared to competitors
Sources:
Aug 2015, Microsoft Sales Navigator Users vs Competitor Sales Professionals, current average

19%
39%
36%
6%
1%
17%
66%
15%
0%
10%
20%
30%
40%
50%
60%
70%
0 - 20 21 - 45 46 - 69 70 +
2.5xmore than competition
Microsoft’s journey: creating a competitive advantage
SSI Range
MSFT Social Sellers
MSFT Competition
Sources:

Ahead of the competition in all SSI components
1.2xEstablish a
professional
brand
1.2xFinding the right
people
1.7xEngaging with
insights
1.5xEstablishing
relationships
Sources:

From SSI to outcomes
+34%
Profile views
from
decision
makers
+74%
Decision
maker
connections
Microsoft vs. competitors…
Sources:
Aug 2014 to Aug 2015, Microsoft Sales Navigator Users vs Competitor Sales Professionals, no cohort.

Inbound profile views and connections at target
accounts are predictive of success
Opportunity creation
Close rate
Deal size
+

Ensure sellers are connected with customer contacts

How we got there
SSI was first used to measure adoption of social

Microsoft Non-Social Sellers Microsoft Social Sellers
Our SSI trajectory
+7.8
+11.5
1.5xhigher

40
50
60
MSFT Social Sellers
Our journey and program timeline
Worldwide
kick-off
Launched
CRM system
with SSI
Mid year
review with
social selling
Aug 2014 Aug 2015

Resources, education, and accountability have been
critical to drive adoption
Resources
Coaching &
education
Accountability

Social sellers have moved along the distribution curve
Microsoft Social Sellers SSI
NumberofSocialSellers
Pre SSI
Aug 15 SSI
Pre- SSI
Median: 48
Current SSI
Median: 56 Julie Ovadia- Sr. Director
SSI: 5 to 62

Opportunity impact for high SSI sellers
Low engaged High engaged
+38%
30.3
41.8
# of Opportunities

We saw a direct relationship between SSI and
opportunity growth
For every
10
SSI point
increase
4.3
More
opportunities
=

SSI leaders have increased connectivity and account penetration
IT Decision Makers
70+ SSI
+79%
More decision maker
connections than non-social
sellers
Business Decision Makers

Sales Navigator users are generating 1.7x the number
of opportunities & revenue
1.7xMore opportunities &
revenue on average
1.9x
2.3x
3.0x
Enterprise &
Partner Group
Corporate Group
Public Sector
1.5x
1.2x
5.0x
$
Opportunities Revenues

SSI = KPI for social selling program
SSI

Lessons learned from the journey
Measurement is king
Accountability
Enablement

You can’t change what you don’t measure
SSI matters and accountability is key
Celebrate success

Look up your SSI score and get started at:
sales.linkedin.com

Insights ROI of Social Selling

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