Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

A case study on adopting social media tools by marketing and sales

657 views

Published on

Slides of Lesley Ronaldson and Kurt Ghijsbrecht presentations at the Marketing and Sales Performance Summit on 18 November 2015 at the Vandervalk Hotel, Diegem.

A case study on adopting social media tools by marketing and sales

  1. 1. Break-out 2 14:00 – 14:45 Lesley Ronaldson, SMB Sales Manager at LinkedIn Kurt Ghijsbrecht, Sales Director at Artoos-Hayez
  2. 2. https://ie.linkedin.com/in/lesleyronaldson
  3. 3. Minds & More Most Popular Most Endorsed Earliest Adopter Most Connected Salvator Vella Gert Pauwels Jelle Van De Velde Mic Adam
  4. 4. The Social Selling Era
  5. 5. 5.4 people Now involved in the average B2B purchase decision
  6. 6. 75% Of B2B Buyers use social media to make purchasing decisions
  7. 7. 90% Of B2B decision-maker say they never respond to cold outreach
  8. 8. How to respond?
  9. 9. Billions of professional relationships 400M+ members 2B+ member updates per week LinkedIn has a wealth of information on the people & companies with whom you want to build relationships
  10. 10. The Social Selling Era
  11. 11. Social selling is simply the process of helping social buyers become customers. Sales people need to learn new ways to reach prospects through their own social networks, to create and share valuable content and ultimately, to grow their personal brand. And it is about growing your social connections.
  12. 12. Social selling is simply the process of helping social buyers become customers. Sales people need to learn new ways to reach prospects through their own social networks, to create and share valuable content and ultimately, to grow their personal brand. And it is about growing your social connections.
  13. 13. Social selling defined Create a Professional brand Find the right people Engage with insights Build strong relationships
  14. 14. Social selling index Laggards 0 Leaders 100
  15. 15. 28.8 NAMER 19.4 LATAM 23.8 APAC 26.4 EMEA Source: LinkedIn Internal Data August The charts above represents a regional view of SSI. Because the LinkedIn "Sales Definition" (who constitutes as a sales person) changes, we only display a time series view of SSI for members who were deemed as Sales Professionals back in January 2015. By doing this we are comparing apples to apples and are able to truly measure growth in SSI. We can look at SSI by region
  16. 16. Which attendees have adopted social selling the most? 1 Mic Adam Social Selling Expert - Social Media Policy Creator, Trainer, Consultant - Community Manager 92.9 2 Fanuel Dewever Founder at Crowd Angels 89.6 3 Ariana von Anrep Account Executive at Showpad | Sales Excellence Solution 89.0 4 Timoté Geimer Co-Founder & CEO Talentsquare 87.9 5 Cedric Teyssen Business Developer EMEA at Showpad 85.6 Source: LinkedIn Internal Data
  17. 17. Sales Professionals Who Are Social Selling 51% more likely to exceed quota Exceed Quota 3X more likely to go to club Go to Club Promoted to VP 17 months faster Get Promoted Faster
  18. 18. LinkedIn Sales Solutions Mission Connect the world’s buyers and sellers to build relationships.
  19. 19. https://be.linkedin.com/in/kurtghijsbrecht @GhijsbrechtKurt
  20. 20. The sustainable Communication Production House Integrated publishing production solutions provider for offline and online marketing & corporate communication.
  21. 21. COMMUNICATION PRODUCTION HOUSE Service Account Management Multichannel Campaigns Marketing automation Graphical studio Mail handling & Direct mail Warehousing & fulfillment Offset & digital print campaigns Trigger based campaigns We bring our world class superior quality from our print history to ANY channel !
  22. 22. marketing operations organisation optimisation software engine More info: www.mooose.be
  23. 23. OUR SALES OBJECTIVES FOR THE NEXT 3 YEARS?  DOUBLE OUR “TOP” CUSTOMER BASE  FOCUS ON NEW BUSINESS & CROSS-SELLING  IMPLEMENT SECTORAPPROACH  FIRST CLASS SERVICE – DELIGHT THE CUSTOMER
  24. 24. OUR CHALLENGES?  DOUBLEOUR“TOP”CUSTOMERBASE  FOCUSONNEWBUSINESS&CROSS-SELLING  IMPLEMENTSECTORAPPROACH  FIRSTCLASSSERVICE–DELIGHTTHECUSTOMER  FACT: 5,4 B2B DECISION MAKERSARE INVOLVED IN B2B BUYING PROCESS  WHO ARE THEY?  CRM?  KEEPING CUSTOMER DATA UP-TO-DATE? COST?
  25. 25. WHAT IS THE TRADITIONAL METHOD?  WE NEED TO BUY ADATABASE  WE NEED TO INTEGRATE IT YOUR CRM  WE NEED TO KEEP IT UP-TO-DATE  WE HAVE TO START COLD CALLING (90%OF DECISION MAKERS NEVERANSWER)  WEALL HAD STRESS!
  26. 26. WHAT DID WE DO?  LINKEDIN & SALES NAVIGATOR FORALL KEYACCOUNT MANAGERS  MAP THE DMU  GET UPDATES ON YOUR DMU  START INMAILING & CALLING  LESS STRESS & EVEN FUN!
  27. 27. HOW DID WE START SOCIAL SELLING? 5 STEPS: SET GOALS & DEFINE SUCCESS CREATE A PLAN TRACK PROGRESS STAY MOTIVATED IMPROVE YOUR RESULTS
  28. 28. SET GOALS & DEFINE SUCCESS 1. UNDERSTAND YOUR BUSINESS NEED:  MORE QUALIFIED LEADS  BIGGER SALES PIPELINE  INCREASE CUSTOMER RETENTION 2. HOW WILL YOU DEFINE SUCCESS?  SOCIAL SELLING INDEX (SSI) ISA GOOD START TO MEASURE PROGRESS  IMPACT ON SALES RESULTS ( IN €, BIGGER PIPELINE,…)  USE SSIALSOASA MEASURING TOOL BY FOCUSING ON THE 4 BUILDING BLOCKS : • CREATEAPROFESSIONAL BRAND • FIND THE RIGHT PEOPLE • ENGAGE WITH INSIGHTS • BUILD STRONG RELATIONSHIPS
  29. 29. SET GOALS & DEFINE SUCCESS 3. WHAT KIND OF GOALS?START SMART  NUMBER OF CONNECTIONS (AV.=930)  NUMBER OF CONNECTION REQUESTS • CUSTOMERS (NO BRAINER!) • PROSPECTS (10/WEEK + INCREASE GRADUALLY)  CONNECTIONAT KEYACCOUNTS • 5,4 B2B DECISION MAKERS,SO??  NETWORK LEVERAGE – “THE NETWORK OF YOUR NETWORK” • “GET INTRODUCED”  LINKEDIN GROUP PARTICIPATION • SALES TEAM SEGMENTED BY BRANCH  ENGAGEMENT RATE • EVALUATE THEAMOUNT OF CONTENT SHARED BY REP
  30. 30. CREATE A PLAN 1. CREATE BUY-IN  LOOK FOR A SPONSOR • YOUR BOSS  INVOLVE MARCOM FROM THE BEGINNING • YOU WILL NEED THEM!  BUDGET? • MARKETING,SALES, COMMUNICATION?GETALIGNED! 2. EDUCATE & TRAIN YOUR PEOPLE  WORKING TIME – REQUIREMENTS TO IMPLEMENT  DON’T FORGET THE TRAINING PART  ETIQUETTE,BEST PRACTICES,TIPS &TRICS,  LINKEDIN HELPS ITS CUSTOMERS!
  31. 31. TRACK PROGRESS HOW? • PROFILE COMPLETE? • RECEIVING ENDORSEMENTS? • PUBLISHING POSTS? • DAILY LOGGING IN? • INMAIL RESPONSE RATE >10% • CONNECTING TO VP’S? • ARE PEOPLE ENGAGING WITH YOUR POSTS? • IS YOURACCEPTANCE RATE FOR CONNECTION REQUEST >20%? • VIEWING YOUR PROFILE & VICE VERSA? • USING LINKEDIN SEARCH? This is the heavy part but so important if you want to be successful!
  32. 32. TRACK IMPACT ON YOUR BUSINESS  SHARE SUCCESSES  EVALUATE THE PROGRAM + GOALS  BIGGER PIPELINE?  DIFFERENCES BETWEEN REPS!  CONSIDER SPEEDING UP OR SLOWING DOWN  WEEKLY SSI DASHBOARD
  33. 33. OUR RESULTS?  TEAM: 5 X SALES & MARKETING MANAGER  CONNECTIONS: • TOTAL 1ST DEGREE NETWORK 4.562 • 760 CONNECTIONS ONAVERAGE (289 – 2200) • EVOLUTION SEPTEMBER 1ST – NOVEMBER 10TH : 4.368 CONNECTIONS  4.562 = +4/DAY  SSI • INDIVIDUALAVERAGE LAST 3 MONTHS : 82 / 79 / 78 / 43 / 39 / 34  AND THE EURO’S??? • USE OF SALES NAVIGATOR GENERATED 100K EXTRA TURNOVER AFTER 8 MONTHS
  34. 34. OUR RESULTS? Some work TO DO 1st months usage Last 3 months usage
  35. 35. OUR RESULTS?
  36. 36. OUR RESULTS?
  37. 37. OUR RESULTS?
  38. 38. STAY MOTIVATED WHAT WILLYOU SEE?:  FEAR  FALLING BACK IN DAY-TO-DAY ROUTINES  RESISTANCE  … YOUR JOB IS TO:  PROMOTE CONFIDENCE  COACH &TRAIN  KEEPING THE EYES ON THE PRICE (GOALS)  CELEBRATE TOP SOCIAL REPS
  39. 39. IMPROVE YOUR RESULTS THE EXTRA STEP? RECRUIT SOCIALLY ENGAGED REPS MAKE SOCIAL MEDIA PART OF THE REPS ROUTINE
  40. 40. KEY TAKEAWAYS SOCIAL SELLING = MINDSET = CHANGE MAKE REALLY SURE YOU HAVE A PLAN! INVOLVE MARCOM TRAIN, MOTIVATE & CELEBRATE TRACK REAL RESULTS

×