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Dancing with the Elephants in a Global
World
Product Nation Camp
Dec 5, 2013

Company Confidential

1
Quick Intro to ShopSocially

Company Confidential

2
... social commerce for retailers

Company Confidential

3
Company Confidential

4
Benefits (click images to learn more)

$50MM+ in attributable,
incremental revenue &
counting

• 2MM+ Facebook fans
• 1MM+...
B2B Sales in US Markets for India
Companies
ShopSocially’s experiences

Company Confidential

6
Suggested Agenda
• Interactive Presentation – Samir
• Interactive Presentation – Girish
• Open Q & A

Company Confidential...
Ground Rules
• Leave all mobiles switched off except during the
break
• Please limit “air time”
• Be succinct

Company Con...
Things critical for a sale
• How to get the customer interested?
• How to get the customer to try your product?
• How to l...
Initial Sales
• Founders had to do the selling first
– Sales people need a template to selling

• Changed our pitch multip...
Pricing
• Pricing was a challenge. No pricing precedent
– Started with Cost per Sale pricing
• Too much variability
• Too ...
Trials
• Offer free trials if possible.
– It eliminates the barrier to get engaged

• Started by offering free trials
– Ou...
Sales Lessons
• Create a sales template
– How will it benefit the customer?
– How will it integrate?

• Visuals are extrem...
Channels
•
•
•
•

Channels are extremely important to create scale.
Identify possible ways of distributing the product.
Cr...
Physical Product vs Online Product
• Physical Product
– Processes to do trials, shipments has to be extremely
mature
– Lot...
Strategies
• Inbound Leads
– Referrals from our own product (Powered by ShopSocially) 60% of our
inbounds
– Success Story ...
Outbound lead touch strategy
• Email the lead
– Invite to webinar OR
– Invite to read a whitepaper or interesting article
...
Split of customer facing functions

Sales

Post-sales
Customer
Success

Marketing
(Conferences)

Business
Development

Glo...
Thanks

Company Confidential

19
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Dancing with the elephants in a global world - Samir Palnitkar #PNCamp

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Dancing with the elephants in a global world - Samir Palnitkar #PNCamp

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Dancing with the elephants in a global world - Samir Palnitkar #PNCamp

  1. 1. Dancing with the Elephants in a Global World Product Nation Camp Dec 5, 2013 Company Confidential 1
  2. 2. Quick Intro to ShopSocially Company Confidential 2
  3. 3. ... social commerce for retailers Company Confidential 3
  4. 4. Company Confidential 4
  5. 5. Benefits (click images to learn more) $50MM+ in attributable, incremental revenue & counting • 2MM+ Facebook fans • 1MM+ Email subscribers • 4MM+ Rich profiles (b’day, gender, geo, likes & more) Via friend recommendation, the best possible way Social signals are the #1 driver for SEO rank 200MM+ word-of-mouth impressions & counting Social influencers, trending products & more Company Confidential 5
  6. 6. B2B Sales in US Markets for India Companies ShopSocially’s experiences Company Confidential 6
  7. 7. Suggested Agenda • Interactive Presentation – Samir • Interactive Presentation – Girish • Open Q & A Company Confidential 7
  8. 8. Ground Rules • Leave all mobiles switched off except during the break • Please limit “air time” • Be succinct Company Confidential 8
  9. 9. Things critical for a sale • How to get the customer interested? • How to get the customer to try your product? • How to lock the customer in? Company Confidential 9
  10. 10. Initial Sales • Founders had to do the selling first – Sales people need a template to selling • Changed our pitch multiple times • Trials were conducted in an ad hoc fashion – We learnt from the trials – Now we have set methodology that is very likely to succeed Company Confidential 10
  11. 11. Pricing • Pricing was a challenge. No pricing precedent – Started with Cost per Sale pricing • Too much variability • Too much pressure to keep campaigns active – Move to fixed monthly subscription • Either our pricing scared away merchants • OR we were leaving money on the table. – Monthly subscription + cost per social action • Allows us to go low if needed • Covered on the high end with overages • Performance + stickiness are very important Company Confidential 11
  12. 12. Trials • Offer free trials if possible. – It eliminates the barrier to get engaged • Started by offering free trials – Our product was not naturally sticky – People would kick tyres for a month and then cancel. We spent a lot of time serving junk customers. – Offer trials ONLY if the product is sticky or shows performance without too much hand-holding. • If the product is not sticky, add sticky features – Sticky means like if they pull the product out of their system, they should scream in pain. Company Confidential 12
  13. 13. Sales Lessons • Create a sales template – How will it benefit the customer? – How will it integrate? • Visuals are extremely important – Stunning visuals will make a difference – Show customers the tool in “their” context if possible • Do not expect them to extrapolate mentally about how the product will fit in their environment • Be ready with pricing – Some of our customers close immediately Company Confidential 13
  14. 14. Channels • • • • Channels are extremely important to create scale. Identify possible ways of distributing the product. Create a value proposition specific to a channel Channels for ShopSocially – – – – – Brand Agencies SEO Agencies Affiliate Networks Tag Companies Shopping Cart Providers • Decide on the cut to be given to that channel Company Confidential 14
  15. 15. Physical Product vs Online Product • Physical Product – Processes to do trials, shipments has to be extremely mature – Lot of working capital needed to distribute physical product – Distributors have to stock the product – Resellers sell the product, but do not stock it • Online Product – Get customer to visit your website – Get the customer to try the product – Lock the customer in Company Confidential 15
  16. 16. Strategies • Inbound Leads – Referrals from our own product (Powered by ShopSocially) 60% of our inbounds – Success Story Webinars (once a month) – Thought leadership articles – blogs (twice a month) – Guest blogs (once a month) – Competitor press releases (twice a month) – Best practice series – Social Edge Newsletter • Outbound Leads – Use LinkedIn to search for customers in a category – Build lists, name, email, phone – Efficient Lead Sources • • • • LinkedIn Dedicated lead lists (e.g. retail, data.com) Published lead lists Need to extract email and phone # – Inefficient Lead Sources • Conference Attendees Company Confidential 16
  17. 17. Outbound lead touch strategy • Email the lead – Invite to webinar OR – Invite to read a whitepaper or interesting article – On click, call the lead • Follow up – Arrange a phone meeting – For large customer, in-person meeting – Persistent follow-up required • Automated follow up via Pardot (not customized) • Or manual followup (using a person) Company Confidential 17
  18. 18. Split of customer facing functions Sales Post-sales Customer Success Marketing (Conferences) Business Development Global Split Sales Marketing (Blog, Webinar, Lead Gen, Collateral, Site) Business Analytics Company Confidential US Customer Support Campaign Creation & Support India 18
  19. 19. Thanks Company Confidential 19

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