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©2013 LinkedIn Corporation. All Rights Reserved.
Live Webcast: Driving Demand with Social Media
Matthew Kiel
Senior Direct...
AN INTRODUCTION TO CEB
Overview of CEB
CEB, the leading member-based advisory company, equips more than 10,000
organizatio...
© 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN
Learn more at
www.challengersale.com
PORT...
FINDING A READY CUSTOMER
RELEGATED TO FULFILLMENT
IN SEARCH OF ANSWERS
GATHER DEEP INTELLIGENCE
OWN LEAD GENERATION
LEAD WITH INSIGHT
GAIN PRESENCE AND INFLUENCE
SHAPING DEMAND
MASS CUSTOMISATION
PRINCIPLES OF “SOCIAL SOUNDBITES”
AUTHENTIC AND EASY
SPEEDY AND IMPRESSIVE RESULTS
TEACH WHERE CUSTOMERS LEARN
16
REVISING THE COMMERCIAL FRONT
©2013 LinkedIn Corporation. All Rights Reserved.
Ralf VonSosen
Head of Marketing
LinkedIn Sales Solutions
What is Social S...
Members Worldwide
+2 new
Members Per Second
300M+
15M+Members in the UK & Ire
85M+Members EMEA
What is Social Selling?
Leveraging your social brand to fill
your pipeline with the right people,
insights and relationships.
Social Selling Defin...
Becoming a
Social Selling Expert
5 Steps to Becoming a Social Selling Expert
23
Developing a Reputation: Building a strong online
reputation that showcases...
1. Build a Strong Professional Profile
Add a photo, experience and skills that showcase the brand of YOU
24
Leading with Insights
Resume to Reputation
2. Proactively Develop Your Network
Build trusted relationships who can support your professional objectives
TeamLink
Leverage Relationships
29
3. Gather Intelligence
Be prepared for every interaction by researching contacts and companies
30
4. Contribute Insights
Share ideas through status updates, and participate in groups
Social Selling Evolution
Doesn’t happen overnight
Social Selling Evolution
Doesn’t happen overnight
LSS©2013 LinkedIn Corporation. All Rights Reserved.
How
How do
I get in?
LSS 33©2013 LinkedIn Corporation. All Rights Reserved.
240M
members
2B
member updates
per week
Billio...
Macro to Micro:
Best-in-class reps do these three things
Leverage
Relationships
Lead
With Insights
Find
Right People
Who are the right people?
My search yielded 124,789 search results!
I don’t have time to sort through all these searches
3...
What to talk about?
LSS 36©2013 LinkedIn Corporation. All Rights Reserved.
How do I get in?
Brian
2 Identifies a great prospect
This profile fits all my criteria, and has a connection
to someone in...
38
Build Your PROFILE
In Summary
Gather INTELLIGENCE
Develop Your NETWORK
Contribute INSIGHTS
1
2
3
4
Use Social Selling S...
Driving Demand with Social Media CEB and LinkedIn
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Driving Demand with Social Media CEB and LinkedIn

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If you work in Sales, the challenges posed by today's informed purchaser will come as old news. But have you discovered new ways to generate demand, deliver insights and build advocacy within your prospect accounts. This presentation covers Build a network of advocacy to avoid the risk of lack of support across prospect organisations
Create a deep understanding of their customer's business in order to teach them something new
Generate new demand in a world of reluctant, risk adverse customers

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Driving Demand with Social Media CEB and LinkedIn

  1. 1. ©2013 LinkedIn Corporation. All Rights Reserved. Live Webcast: Driving Demand with Social Media Matthew Kiel Senior Director CEB Ralf VonSosen Head of Marketing LinkedIn Sales Solutions
  2. 2. AN INTRODUCTION TO CEB Overview of CEB CEB, the leading member-based advisory company, equips more than 10,000 organizations around the globe with insights, tools and actionable solutions to transform enterprise performance. By combining advanced research and analytics with best practices from member companies, CEB helps leaders realize outsized returns by more effectively managing talent, information, customers and risk. Key CEB Statistics 25+Years of Experience 110+Countries Represented 10,000+Participating Organizations 300,000+Business Professionals 88% of the Fortune 500 82% of the FTSE 100 56% of the Dow Jones Asian Titans 50 Finance Information Technology Innovation & Strategy Human Resources Marketing & Communications Procurement & Operations Sales & Service Legal, Risk & Compliance
  3. 3. © 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN Learn more at www.challengersale.com PORTRAIT OF THE NEW HIGH PERFORMER Our Study in Brief 40,000+ sales reps surveyed to understand drivers of performance 5,000+ B2B customers surveyed to understand drivers of loyalty 100+ companies analyzed Major Findings Customers have fundamentally changed the way they buy, which has forced an evolution in how companies sell. The sales experience drives 53% of customer loyalty. The sellers who perform best in a complex sales environment have a certain set of behaviours and skills. These high performers are known as Challengers.
  4. 4. FINDING A READY CUSTOMER
  5. 5. RELEGATED TO FULFILLMENT
  6. 6. IN SEARCH OF ANSWERS
  7. 7. GATHER DEEP INTELLIGENCE
  8. 8. OWN LEAD GENERATION
  9. 9. LEAD WITH INSIGHT
  10. 10. GAIN PRESENCE AND INFLUENCE
  11. 11. SHAPING DEMAND
  12. 12. MASS CUSTOMISATION
  13. 13. PRINCIPLES OF “SOCIAL SOUNDBITES”
  14. 14. AUTHENTIC AND EASY
  15. 15. SPEEDY AND IMPRESSIVE RESULTS
  16. 16. TEACH WHERE CUSTOMERS LEARN 16
  17. 17. REVISING THE COMMERCIAL FRONT
  18. 18. ©2013 LinkedIn Corporation. All Rights Reserved. Ralf VonSosen Head of Marketing LinkedIn Sales Solutions What is Social Selling, and becoming a Social Selling Expert on LinkedIn
  19. 19. Members Worldwide +2 new Members Per Second 300M+ 15M+Members in the UK & Ire 85M+Members EMEA
  20. 20. What is Social Selling?
  21. 21. Leveraging your social brand to fill your pipeline with the right people, insights and relationships. Social Selling Defined:
  22. 22. Becoming a Social Selling Expert
  23. 23. 5 Steps to Becoming a Social Selling Expert 23 Developing a Reputation: Building a strong online reputation that showcases your experience and increases your credibility Gathering Intelligence: Researching social information to prepare for sales conversations Building your Network: Developing relationships with people who can share information and provide referrals Offering Insights: Providing meaningful insights that earn opportunities to engage with and influence contacts 1. Build Your PROFILE 3. Gather INTELLIGENCE 2. Develop Your NETWORK 4. Contribute INSIGHTS 5. Use Social SOLUTIONS Gain competitive advantage: Use targeted social media engagement and turn cold leads into warm prospects
  24. 24. 1. Build a Strong Professional Profile Add a photo, experience and skills that showcase the brand of YOU 24
  25. 25. Leading with Insights Resume to Reputation
  26. 26. 2. Proactively Develop Your Network Build trusted relationships who can support your professional objectives
  27. 27. TeamLink Leverage Relationships
  28. 28. 29 3. Gather Intelligence Be prepared for every interaction by researching contacts and companies
  29. 29. 30 4. Contribute Insights Share ideas through status updates, and participate in groups
  30. 30. Social Selling Evolution Doesn’t happen overnight
  31. 31. Social Selling Evolution Doesn’t happen overnight LSS©2013 LinkedIn Corporation. All Rights Reserved.
  32. 32. How How do I get in? LSS 33©2013 LinkedIn Corporation. All Rights Reserved. 240M members 2B member updates per week Billions Of Connections 5. LinkedIn Enables Social Selling What What to talk about? Who Who are the Right People?
  33. 33. Macro to Micro: Best-in-class reps do these three things Leverage Relationships Lead With Insights Find Right People
  34. 34. Who are the right people? My search yielded 124,789 search results! I don’t have time to sort through all these searches 35 By using the premium search filters, it gets much narrower… Find Key Prospects1 LSS With TeamLink, I can narrow down to profiles that have connection paths to my team Brian ©2013 LinkedIn Corporation. All Rights Reserved.
  35. 35. What to talk about? LSS 36©2013 LinkedIn Corporation. All Rights Reserved.
  36. 36. How do I get in? Brian 2 Identifies a great prospect This profile fits all my criteria, and has a connection to someone in our Canadian office 3 Asks teammate for an introduction I have a meeting set up for Tuesday! LSS 37©2013 LinkedIn Corporation. All Rights Reserved.
  37. 37. 38 Build Your PROFILE In Summary Gather INTELLIGENCE Develop Your NETWORK Contribute INSIGHTS 1 2 3 4 Use Social Selling SOLUTIONS5

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