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Social Selling Roadshow Stockholm

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The Sales profession is evolving. Discover how social selling can become a competitive advantage.

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Social Selling Roadshow Stockholm

  1. 1. #socialselling16 Welcome to the S T O C K H O L M A P R I L 2 8
  2. 2. #socialselling16 Paul Terry Head of Enterprise SMB Sales LinkedIn Sales Solutions
  3. 3. Helene Birknert Microdata Telecom Innovation AB E A R L I E S T A D O P T E R Christopher Engman Vendemore Anne-Marie Colliander Inkrea.se Consulting AB Christian de Loës Prosensit Management Consulting AB M O S T P O P U L A R M O S T C O N N E C T E D M O S T E N D O R S E D IcebreakIN
  4. 4. #socialselling16 +124M NAMER +132M EMEA +57M LATAM +85M APAC LinkedIn has 414 Million members across the world
  5. 5. LinkedIn has 414 Million members across the world 2M+ Sweden #socialselling16
  6. 6. LinkedIn has 414 Million members across the world Sweden 2M+ 197.4k Decision makers on LinkedIn 36.5K Company Pages on LinkedIn 21% Enterprise 22% Mid-Market 57% SMB
  7. 7. Influence every relationship driven sale for our customers
  8. 8. Relationships are foundational for sales success Paul Company A Company B Company C #socialselling16
  9. 9. The buyer’s process has changed 5.4 75of B2B buyers now use social media to be more informed on vendors % 90of decision makers say they never respond to cold outreach % people are now involved in the average B2B buying decision #socialselling16
  10. 10. Agenda #socialselling16 9:30am Welcome and Overview 9:40am Social Selling: How to Unlock Competitive Advantage 10:10am Sales and Marketing: A Love Story 10:40am Customer Panel 11:30am Networking Join The Conversation: #socialselling16
  11. 11. #socialselling16 Kevin Scott Head of Sales Solutions, EMEA, LinkedIn SOCIAL SELLING How to unlock competitive advantage
  12. 12. Thomas Bell President, Linnean Society of London “The year which as passed has not been marked by any of those striking discoveries...”
  13. 13. “Everyone’s always asking me when Apple will come out with a cell phone. My answer is ‘Probably never.’” David Pogue Tech Columnist, New York Times
  14. 14. ??? “Zuckerberg is an idiot! I can’t believe he turned down Yahoo for 1 billion dollars.”
  15. 15. Mike Derezin “Zuckerberg is an idiot! I can’t believe he turned down Yahoo for 1 billion dollars.”
  16. 16. Michael Porter Competitive Strategy and CompetitiveAdvantage
  17. 17. AdvantageCompetitive S U S T A I N A B L E #socialsellingroadshow
  18. 18. Rita Gunther McGrath The End of Competitive Advantage
  19. 19. "To win in volatile and uncertain environments, executives need to learn how to exploit short-lived opportunities with speed and decisiveness.”
  20. 20. AdvantageCompetitive #socialsellingroadshow
  21. 21. by Geoffrey Moore Crossing the Chasm
  22. 22. The Chasm Early Majority Late Majority LaggardsInnovators and Early Adopters
  23. 23. The Chasm Early Majority Late Majority LaggardsInnovators and Early Adopters HIGH RISK NO RISK
  24. 24. The Chasm HIGH RISK NO RISK HIGH REWARD NO REWARD Early Majority Late Majority LaggardsInnovators and Early Adopters
  25. 25. The Chasm Early Majority Late Majority LaggardsInnovators and Early Adopters The World Wide Web ‘94-’95 ‘96-’98 ’99-’00 ’00+
  26. 26. The Chasm Early Majority Late Majority LaggardsInnovators and Early Adopters ‘94-’95 ‘96-’98 ’99-’00 ’00+ $182 BILLION $437 BILLION The World Wide Web
  27. 27. The Chasm Early Majority Late Majority LaggardsInnovators and Early Adopters Social Recruiting ‘07-’10 ‘11-’13 ’14-’16 ’17+
  28. 28. Social Recruiting Hero Head of Global Talent Acquisition, SABMiller "I saw the opportunity in direct sourcing through LinkedIn. I knew it was the future, but had to move quickly to lock-in as many gains as possible before the rest of the world caught on."
  29. 29. Head of Global Talent Acquisition, SABMiller "I've helped save SABMiller about $7-10M annually by shifting to direct sourcing and LinkedIn Recruiter."Social Recruiting Hero
  30. 30. The Chasm Early Majority Late Majority LaggardsInnovators and Early Adopters Social Selling ‘12-’14 ’18-’19 ’20+‘15 ’16-’17
  31. 31. Social SellingIndex (SSI) Create a professional brand Find the right people Engage with insights Build strong relationships
  32. 32. SSI leaders create 45% more opportunities per quarter than SSI laggards. more opportunities SSI leaders are 51% more likely to hit quota than SSI laggards. more likely to hit quota Based on a global study LinkedIn ran in Q4 2013 of Q3 performance for reps focused on new business and reps focused on existing business. Respondents reported performance; they were matched to their LinkedIn profiles to understand their SSI.SSI leaders have an SSI > 70; SSI laggards have an SSI < 30 Why is Social Selling important?
  33. 33. Laggards 1000 20 40 60 80 Social Selling Index (SSI) Leaders
  34. 34. 1000 20 40 60 80 Social Selling Index (SSI) 28.5 2016 12.2 2012
  35. 35. 1000 20 40 60 80 Social Selling Index (SSI) The Chasm Early Majority Late Majority LaggardsInnovators and Early Adopters ‘12-’14 ’18-’19 ’20+‘15 ’16-’17 28.5 2016 12.2 2012
  36. 36. 29.9 NAMER 21.0 LATAM 24.9 APAC 28.3 EMEA We can look at SSI by region 29.2 Sweden
  37. 37. The average Swedish SSI has increased 10.1% over the last year Source: LinkedIn Internal Data 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. +10.1% 26.55 27.46 27.16 27.36 28.26 27.86 25.6 28.27 29.38 29.44 29.48 28.15 29.23 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16
  38. 38. 2.1 2.2 2.2 2.1 1.9 2.0 2.0 2.2 2.4 3.3 0 20 40 Manufacturing/Industrial Oil & Energy Government/Education/Non-profit Aero/Auto/Engineering Healthcare & Pharmaceutical Staffing Retail & Consumer Products Financial Services & Insurance Professional Services Tech, Telecom & Media Some sectors are taking the lead in Social Selling Growth in SSI January ’15 – January’16 = Source: LinkedIn Internal Data – January & December 2016
  39. 39. Which Enterprises in the room are winning at Social Selling? Source: LinkedIn Internal Data 1 54.8Salesforce 2 40.6Oracle 3 40.1Microsoft 4 38.9Avanade 5 35.5Dassault Systemes
  40. 40. Which SMBs in the room are winning at Social Selling? Source: LinkedIn Internal Data 3 66.3 2 70.6 1 79.0HUCAMA Group Heartpace AB Freya News AB 4 60.6Cyngi 5 58.3Hansoft
  41. 41. Top Social Sellers in the room Source: LinkedIn Internal Data 16 1 Christopher Engman Head of Vendemore and Founder, B2B Global Account Based Marketing, Vendemore 94.2 2 Tomas Hennerfors Head of Client Intelligence Team 89.8 3 Joakim M. Lange Helping Global Companies with Account-Based Marketing Initiatives, Freya News 80.7 4 Daša Sinclair Social Media Consult, @dashable 80.4 5 David Ratcliff Head of Global Accounts: ABM enthusiast, Vendemore 80.3
  42. 42. Relevant news LinkedIn’s network data Your accounts, leads & preferences Sales Navigator makes it simple to establish and grow relationships with your prospects and customers Sales Navigator
  43. 43. 0% 1% 2% 3% 1 21 41 61 81 101 %oftotalNumberofSalesNavigator Users SSI Source: LinkedIn Internal Data – January 2016 Avg SSI of Sales Navigator Users January 2016 55.65 AVG Pre SSI of Sales Navigator Users pre licence deployment 46.63 Sales Navigator has improved social selling behavior by 19.4%
  44. 44. 636 123442 AVG connection per rep AVG connection with teamlink 194X More connections Source: LinkedIn Internal Data – January 2016 If this room was a sales team, connecting with Teamlink would extend the network of each attendee by…
  45. 45. How can you seize the opportunity? MeasurementEducationExecutive Alignment
  46. 46. How can you seize the opportunity? MeasurementEducationExecutive Alignment
  47. 47. Executive Alignment MeasurementEducation Social Selling Heroes
  48. 48. VP Global Sales Enablement and Programs, PTC "Our corporate strategy is enabling smart connected products for competitive differentiation. Our team personalized it to get executive alignment - social selling is smart connected reps for competitive differentiation." Executive Alignment
  49. 49. VP Global Sales Enablement and Programs, PTC "We've seen greater than a 50x ROI with Sales Navigator - measured in either revenue attained or pipeline."Executive Alignment
  50. 50. Education Senior Director, GCO Sales Tools and Technology, SAP "Social selling is the biggest single change to the SAP sales strategy in the last 10 years by an order of magnitude."
  51. 51. Education Senior Director, GCO Sales Tools and Technology, SAP "I was going to be either the hero or villain. Someone has to take a risk to make things happen."
  52. 52. Education Senior Director, GCO Sales Tools and Technology, SAP "We have seen massive ROI. I just learned of a half million dollar deal in Asia Pacific where a prospect reached out to our SAP rep through LinkedIn."
  53. 53. Education Senior Director, GCO Sales Tools and Technology, SAP "You have to customize the training, embed it in your overall training, and make sure to focus on middle managers."
  54. 54. EducationMeasurement Senior Social Media Manager – EMEA, Symantec “Measuring our social selling is critical to justifying our ROI. SSI is at the core of what we do.”
  55. 55. Senior Social Media Manager – EMEA, Symantec "We always combine SSI with actionable intelligence. If you only provide data it is just another number, it won’t change the mindset. You have to tell teams what specific actions to take." Measurement
  56. 56. Measurement Senior Social Media Manager – EMEA, Symantec "We always combine SSI with actionable intelligence. If you only provide data it is just another number, it won’t change the mindset. You have to tell teams what specific actions to take."
  57. 57. The Chasm Early Majority Late Majority LaggardsInnovators and Early Adopters Social Selling Heroes Executive Alignment MeasurementEducation
  58. 58. “The tipping point is that magic moment when an idea, trend, or social behaviour crosses a threshold, tips, and spreads like wildfire.” M A L C O L M G L A D W E L L - T H E T I P P I N G P O I N T
  59. 59. #socialselling16 Keith Browning Marketing Manager UK and Ireland LinkedIn Sales Solutions SOCIAL SELLING Sales and Marketing: A Love Story
  60. 60. 38% of CMO’s say aligning and integrating Sales & Marketing is their top priority for this year #socialselling16 Source: CMO Council
  61. 61. 8% of companies have strong alignment between their Sales & Marketing teams #socialselling16
  62. 62. 5% of marketers think they give Sales a perfect fit lead… #socialselling16 …and 6% of sales people think that marketers give them a perfect fit lead…
  63. 63. When Sales & Marketing are in sync… Companies became 67% better at closing deals & generated 208% more revenue from Marketing #socialselling16 Source: Marketo & MarketingProfs respectively
  64. 64. CREATE YOUR BUYER PERSONA 1
  65. 65. Peter Drucker “The main of marketing is to know and understand the customer so well, the product or service fits him and sells itself .”
  66. 66. CREATING A BUYER PERSONAS
  67. 67. #socialselling16
  68. 68. USE YOUR PROFESSIONAL BRAND TO ENGAGE THE RIGHT AUDIENCE2
  69. 69. Marketing Can Help Sales a Compelling Sales Profile with LinkedIn… 8
  70. 70. Add a professional photo 1 More views with a profile photo than without 14x Source: https://iwww.corp.linkedin.com/wiki/cf/display/PRT/Value+statements+for+Profile+Editing 8 Higher Inmail Response Rate 40%
  71. 71. Write an attention- grabbing headline & compelling Summary 2 Explain what it is you do with passion & show your value 8
  72. 72. Detail your past work experience 3 More profile views than those without 12x Source: https://iwww.corp.linkedin.com/wiki/cf/display/PRT/Value+statements+for+Profile+Editing 8
  73. 73. Top ten overused buzzwords 8 1. Motivated 2. Passionate 3. Creative 4. Driven 5. Extensive experience 6. Responsible 7. Strategic 8. Track record 9. Organizational 10. Expert
  74. 74. 4 Customize Your Public Profile URL Linkedin.com/in/KeithBrowningMarketing 8
  75. 75. Add Your Contact Information 5 8
  76. 76. 6 Source: https://iwww.corp.linkedin.com/wiki/cf/display/PRT/Value+statements+for+Profile+Editing Add examples of your work in photos presentations & videos Give a dynamic, visually appealing representation of your professional story 9
  77. 77. Translate Your LinkedIn Profile 1. Click Profile 2. Click Down arrow next to the View Profile As button 3. Create profile in another language. 7 9
  78. 78. Ask for Recommendations 8 Think quality, not quantity and be authentic 9
  79. 79. 9
  80. 80. More engagement with content vs. jobs 7x Content Jobs 9
  81. 81. Sharing is caring More profile views for Sales Reps that share something 5 times per month 20% 9
  82. 82. Focus on buyers that are likely ready to buy now… Signal Intent Interest Website visit Pages viewed Call to action (CTA) response Job change Hiring activity Content sharing Social comments People connections Social Signals
  83. 83. GET MARKETING & SALES TO SIGN UP FOR A NUMBER3
  84. 84. “Half the money I spend on marketing is wasted; the trouble is, I don’t know which half” John Wanamaker #socialselling16
  85. 85. “the number one metric used by lead generation marketers is lead quantity, whereas barely half of marketers measure lead quality” #socialselling16 Source: Lenskold Group / emedia Lead Generation Marketing ROI Study
  86. 86. Marketing should have a concrete, numerical marketing goal that aligns with the sales team’s mentality #socialselling16
  87. 87. COMMUNICATE, CELEBRATE, AND ADDRESS THE ACHIEVEMENT (OR LACK THEREOF) OF THOSE NUMERICAL GOALS 4
  88. 88. COME TO AN AGREEMENT BETWEEN SALES & MARKETING ABOUT WHAT EACH IS ACCOUNTABLE FOR TO THE OTHER 5
  89. 89. #socialselling16
  90. 90. #socialselling16
  91. 91. #socialselling16
  92. 92. #socialselling16
  93. 93. #socialselling16
  94. 94. #socialselling16
  95. 95. #socialselling16
  96. 96. #socialselling16
  97. 97. #socialselling16
  98. 98. #socialselling16
  99. 99. #socialselling16
  100. 100. #socialselling16
  101. 101. #socialselling16
  102. 102. Use Your Professional Brand to Engage The Right Audience • Build a compelling sales profile • Focus on the right buyers • Concrete goal that aligns with sales • Create a collaborative culture Communicate, Celebrate & Address Achievements Get Marketing & Sales To Sign Up For A Number Buyer Persona Agree on what each is accountable for • Sales and Marketing should agree who you are targeting • Create a formal Service Level Agreement
  103. 103. #socialselling16 #SocialSelling16
  104. 104. #socialselling16 Anna Ljunglof Relationship Manager LinkedIn Sales Solutions Herman von Greiff Country Manager & Sales Director Basware Karianne Myrvold Marketing Manager Norway, Denmark & Iceland Trend Micro Anders Sandén Account Executive Microsoft PANEL Your next steps to social selling success
  105. 105. #socialselling16 QUESTIONS
  106. 106. #socialselling16 Paul Terry Head of Enterprise SMB Sales LinkedIn Sales Solutions C L O S I N G R E M A R K S

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