Social Signals: Capturing Demand Instead of Simply Generating Leads
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Presentation from Robert Pease, founder/CEO of Nearstream, on May 15, 2012 to the Seattle Chapter meeting of the American Association of Inside Sales Professionals (AA-ISP)
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Social Signals: Capturing Demand Instead of Simply Generating Leads
- 1. Social Signals Capturing Demand Instead of Simply Generating Leads Robert Pease Founder/CEO, Nearstream robert@nearstream.com (206) 327-0397 @Robert_NS www.nearstream.com @Nearstream
- 2. Sales & Marketing Continues to Evolve from Offline-to-Online & from Broad-to-Targeted 1950s 2012 + beyond Print Phone Email Internet Social Social is the future…the challenge is to engage at the right time for the right reason.
- 3. It’s Not About You
- 4. Think Beyond the Business Card
- 5. What About Sales Opportunities From Social?
- 6. Do People Really Broadcast Need? VP @ Google!
- 8. A Social Lead Generation Framework Asking About/ Mentioning Mentioning Asking About Mentioning You Competitors What You Sell What You Sell •Keyword based detection •Keyword based detection •Keyword based detection •Words, phrases, intent, s mart filtering •Specific reference to your •Specific reference to a •Specific reference to a company competitor word/phrase of interest •Explicit statement of need •Opening to be •Be careful – a mention is •Noisy and time helpful/answer questions not always an opening consuming to find an •Invitation to be opportunity helpful/answer •Noisy if your name is •Noisy for common words + questions common word/phrase sorting good opportunities •Becomes ad hoc and intermittent due to effort •Drive to landing page or •Can be support, marketing, •Can be support, marketing required to find sales content that helps or sales related or sales related opportunities Easier Harder
- 9. 3 Types of Social Signals Demand Signal Type Possible Action(s) Engage Need or Analyze Questions to Engage Influencer(s) or Sponsor Question Forums Participate or Sponsor
- 10. Right Person, Right Time, Right Message Buyer Seller “I need…” “Looking for…” “Any recommendations…” Qualified on Need Offer/Answer
- 11. Nearstream Separates The Signal from the Noise IDENTIFY CAPTURE CONVERT Demand Profiles
- 12. Remember…Sales Has Always Been Social
- 13. Questions? Robert Pease Founder/CEO, Nearstream robert@nearstream.com (206) 327-0397 @Robert_NS www.nearstream.com @Nearstream