2015 B2B Marketing Summit A Case for Social Selling and the Opportunities it Presents
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A Case for Social Selling – The Big Bet for 2015 We all know cold calling, spam emails and cold outreach on the social networking sites doesn’t work, and that’s where social selling is fast becoming a sales and marketing disruptor in the marketplace with many businesses reporting revenue from some of the major social networks. In this session you will hear how I lead social selling at Juniper Networks and how social selling has developed pipeline and revenue from the social networks and how the organisation is evolving into a social enterprise. If you would like more details on social selling, then read my LinkedIn posts or start following me on Twitter: @zoe9 and @ZoeSands.
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2015 B2B Marketing Summit A Case for Social Selling and the Opportunities it Presents
- 1. A case for Social Selling Zoe Sands Digital Marketing and Social Selling Lead Follow me on Twitter: @zoe9 and @ZoeSands #AskZoeSands
- 3. “ …By 2015, the 20% of enterprises employing social media beyond marketing will lead their industries in revenue growth…” Gartner
- 4. 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 Corporate Executive Board 2013 – Winning The Consensus Purchase Corporate Executive Board 2012 – New Decision Timeline Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level The buyer’s process has changed
- 5. What is social selling?
- 12. 1. PEOPLE
- 13. 2. POLICY
- 14. 3. PLATFORM
- 15. 4. PROCESS
- 17. Learn storytelling and how to present a great story. Join communities, groups and follow inspirational leaders. Grow your network thoughtfully with meaningful connections. Create a memorable profile with impact. Start to build in your networks. Develop yourself, colleagues, peers, others and your business. Follow companies for access to opportunities. Ensure participation and collaboration. Nurture relationships and connections. Offer information that is accurate and relevant. Share, update and discuss. Add value and create a trusted advisor status. What’s next?
- 19. Zoe Sands Follow me: @zoe9 and @ZoeSands Connect with me: http://www.linkedin.com/in/zoesands Email me: zsands@juniper.net or zoesands@hotmail.com Skype me: zoe.sands Call me: 07889 770 448 or 07889 648161 Hashtag: #AskZoeSands Contact details
Editor's Notes
- We live in a connected world and the foundation for these connections is the network. Broadband Internet traffic is doubling each and every year (according to IDC) [or] Internet traffic worldwide will grow three-fold by the year 2017. (Internet Trends, Mary Meeker (KCPB) Today we have 2.5 billion Internet users in the world – roughly one-third of the Earth’s population. In the next decade, the number of Internet users will double to 5 billion (Mary Meeker, KPCB) That means that two-thirds of the world will be connected by 2023. When you add in the big trends of cloud, mobility, video and security, the combined rate of acceleration is placing unprecedented demands on the network. [Optional stats/factoids] 100 hours of video uploaded every single minute to YouTube (YouTube) Mobile video traffic exceeded 50 percent for the first time in 2012. (Cisco VNI) Mobile network connection speeds more than doubled in 2012. (Cisco VNI) In 2012, a fourth-generation (4G) connection generated 19 times more traffic on average than a non-4G connection. Although 4G connections represent only 0.9 percent of mobile connections today, they already account for 14 percent of mobile data traffic. (Cisco VNI) [NOTE: Consider finding alternate source for above stats to avoid siting Cisco] As you just described (refer to pain points from previous slide), you are living in this world and feeling the pressure every day. Pradeep Sindhu founded Juniper 17 years ago on the belief that we should solve technology problems that matter most to our customers and that make a difference in the world. He recognized the importance of the network and the impact it would have on our world. Our mission is simple, but powerful; to connect everything and empower everyone. In today’s connected world, this mission is more relevant than ever. Here at Juniper we are focused on helping alleviate those pain points through our portfolio of high performance networking products. [T] And we do this by listening to our customers and helping them address their challenges and capitalize on their opportunities.
- Social Selling is the Big Bet for 2015. “ …By 2015, the 20% of enterprises employing social media beyond marketing will lead their industries in revenue growth…” Gartner For more details read my blog post here: https://www.linkedin.com/pulse/social-selling-big-bet-2015-zoe-sands
- Buyers don’t make decisions like they used to – their process has changed. The average buying decision involves more people than before; the team now has to come to consensus before purchasing This expanded buying group is doing research on social media in addition to (or instead of) traditional research This buying group is not responding to traditional methods of sales contact – cold outreach B2B decision makers inform themselves in various ways when making a purchasing decision. Traditionally, these have included vendor websites, white papers and network referrals / recommendations. However, today, social media underpins all three of these sources (company pages on LinkedIn, blog posts, social relationships) – so its no surprise that 75% of B2B decision makers use social media to make informed purchases. And, use of social media increases with the seniority of the buyer – 84% of VP+ decision makers use social media when making a purchasing decision. If you’re not actively using social media to reach buyers, you could be missing 75% of the people out there.
- To increase sales pipeline and generate revenue lift What is social selling? Social selling is the use of social media and search tools by sales teams for listening, customer engagement and collaboration, which leads to a sale. Social selling compliments traditional selling in that it provides sales with real time insight and knowledge before engagement is made, therefore eliminating cold calling and enhancing the prospect and existing customers’ relationship with Juniper Networks.
- Why is social selling important to Juniper? Social Selling is important to Juniper because it is a different way of selling and finding opportunities for the business, it effectively enables sales to develop their trusted advisor status within the marketplace, build awareness of Juniper’s brand, products and services as well as cross sell/up sell and drive net new business. Buyers are changing the way they engage with brands and sellers and therefore we as an organisation need to change the way we sell and find opportunities. Social selling enables us to evolve our sales process and engagement.
- To increase sales pipeline and generate revenue lift New Business – prospecting in the social channels
- Strategy, Planning, Tactics – People, Policy, Platforms and Processes. Get this right and you’ll be successful in social selling.
- The Four Ps of Social Selling 1. People People buy from people, so what better way than to upskill your sales team with social media and social selling skill training. Note that people will take up social selling at different rates, so it is important that you have an ongoing social media training programme to support novices and experts. Publish best practices and highlight achievements to encourage participation. Read more on my social selling process here: https://www.linkedin.com/pulse/social-selling-big-bet-2015-zoe-sands?trk=mp-reader-card
- The Four Ps of Social Selling 2. Policy Document a simple social media policy linking to your organisations’ code of conduct and brand values. Your employees are ultimately your brand ambassadors and the first point of contact before engaging. So it is imperative people are aware of the policy, as this is your code of conduct when it comes to representing your organisation online. I would suggest developing a small internal communications campaign including linking to your published social media policy, a short educational video and internal communication notices. We all help educate and support your social selling team. Read more on my social selling process here: https://www.linkedin.com/pulse/social-selling-big-bet-2015-zoe-sands?trk=mp-reader-card
- The Four Ps of Social Selling 3. Platform Social selling is about people, but in order to aid or facilitate the programme you will need to look at the different social media tools that enable you to aggregate the varies social networks into one tool. You can use the tools to automatically post to your teams’ accounts or allow your team to decide what content they wish to share in their social networks. Ideally the sales team would choose the most relevant pieces content and add personal touches and opinions to the content, this will enrich and adding value to their networks and build their individual “trusted advisor” status. Read more on my social selling process here: https://www.linkedin.com/pulse/social-selling-big-bet-2015-zoe-sands?trk=mp-reader-card
- The Four Ps of Social Selling 4. Process For social selling to be effective and measured you need to connect sales and marketing with your CRM system, this could be as simple as adding a social selling field to your database to issuing social selling campaign tracking codes. What you decide on will depend on what systems you have in place within your organisation. You should also agree daily tasks and content that should be shared regularly by the sales teams’ social networks. A weekly social media calendar helps stimulate regular social media usage, but you also need to think about other standard tasks you would like your team to do regularly, for example, connecting with customers and prospects. Bring social selling to life and add that competitive edge by adding gamification to your programme. This can be simple as awarding someone social seller of the quarter with a trophy and certificate to awarding a prize to the first deal secured that quarter through social selling. Adding incentives with aid to the success of your programme. Read more on my social selling process here: https://www.linkedin.com/pulse/social-selling-big-bet-2015-zoe-sands?trk=mp-reader-card
- Final thoughts… So developing a social selling programme for your organisation doesn’t need huge development funds. I would suggest piloting social selling within your organisation with a small team of sales people and conduct this over a period of 3 to 6 months depending on your sales cycle. You will need to invest in training, write a social media policy, create social media content for the sales team, buy a few LinkedIn sales navigator licences, trial a social media aggregation tools (Social on Demand,Hootsuite, Social Chorus, Sprout Social or Buddy Media to name a few social content distribution tools) and agree a process and measurement. Simple!
- Hints and tips for getting started quickly
- Build your trusted advisor status. Invest in your personal brand to develop your career, reach your targets and help your current employer become a success in social selling.