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Content Marketing World 2014 Social Selling with LinkedIn
The document discusses the importance of social selling for B2B marketing, emphasizing the need for marketing and sales teams to collaborate using social media to engage prospects and generate leads. It highlights that social buyers, particularly C-level executives, often spend more and make more purchases compared to non-social buyers, underscoring the effectiveness of leveraging professional networks. Ultimately, sales professionals should enhance their social presence and relationships to improve engagement and build trust with potential buyers.
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Content Marketing World 2014 Social Selling with LinkedIn
- 1. “Engaging in SocialSelling” Koka Sexton Sr. Social Marketing Manager, LinkedIn #CMWorld How to Plan, Develop & Optimize A Content Marketing Program for Tech
- 2. #CMWorld You arethe CEO of
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- 5. #CMWorld “Visibility createsopportunities.”
- 6. #CMWorld Social marketing& selling Marketing & sales working together, complementing each other’s efforts, to listen to & engage with prospects using social media & networks to generate leads & execute sales. Social Marketing Social Selling
- 7. #CMWorld Marketing &Sales – The Old Paradigm 1:M 1:1 Marketing Team Sales Team Awareness Trust Brand Connection Buyer’s Journey
- 8. #CMWorld Marketing &Sales – A New Paradigm 1:M 1:F 1:1 Marketing Smarketing Nurturing Selling Marketing Team Sales Team Awareness Knowledge Trust Brand Content Connection Buyer’s Journey
- 9. #CMWorld Change yourphilosophy The only true wisdom is in knowing you know nothing. - Socrates
- 10. #CMWorld Social buying: Leveraging professional networks for buying support to increase confidence in decision-making
- 11. Social buying iswidely practiced among B2B decision makers, especially C-level and VP-level executives #CMWorld of C-Level and VP-level buyers use social media for B2B purchase decisions of all buyers use social media for B2B purchase decisions Source: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience" #247829, April 2014 For all respondents, n = 760
- 12. Compared with otherB2B buyers, buyers who use social media for purchasing spend 84% more per purchase #CMWorld Average spend of non-social buyers Average spend of social buyers Source: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience" #247829, April 2014 For all respondents, n = 760
- 13. Social buyers alsomake 61% more purchases on average than buyers who don’t use social #CMWorld # of purchases made by non-social buyers # of purchases made by social buyers Source: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience" #247829, April 2014 For all respondents, n = 760
- 14. And social buyershave a higher level of company influence than purchasers who do not use social media #CMWorld of non-social buyers make purchases for their entire company, business unit, or multiple departments of social buyers make purchases for their entire company, business unit, or multiple departments Source: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience" #247829, April 2014 For all respondents, n = 760
- 15. Sales professionals canpartner more effectively with social buyers by increasing social proximity, presence, and capital #CMWorld Social proximity Grow social networks and contribute to conversations. Social presence Manage a professional identity that is credible, authentic, accurate, information-rich, and service oriented. Social capital Do your social homework to ensure relevancy before you reach out and facilitate peer-to- peer recommendations.
- 16. B2B Purchasers- Likelihoodto Engage 92% More likely to engage vs. cold outreach #CMWorld 5X 5X 5X 4X 3.7X Definitely would engage Probably would engage 17% 69% 63% 88% 86% 0 20 40 60 80 100 Known as a thought leader in their industry Introduced through someone in professional network Provide insights or knowledge about your business Are informed of job within the company Have a complete LinkedIn profile Reach out cold We refer to engage as setting aside time to understand how this sales professional’s service or product would meet your business needs (i.e. responding to their outreach or accepting a meeting invitation). How likely are you to engage with this person if they…?
- 17. #CMWorld Trusted byyour prospects and customers Informed on key updates at your target accounts Focused on the right people and companies • Buyers have 22X more favorable impression if sales professionals are introduced vs. if they reach out cold. • 92% of B2B buyers would be more likely to engage with sales professionals who are known thought leaders in the industry. • 85% of B2B buyers have a better impression of sales professionals who provide insights or knowledge. • 86% of B2B Buyers engage with sales professionals if they provide insights or knowledge about the industry. • #1 reason why B2B buyers don’t engage with sales professionals is because their product or service is not relevant to their company. • B2B buyers are 4X more likely to engage if a sales professional is informed of the buyer’s role in the company.
- 18. #CMWorld Leverage Relationships From serendipity to science Serendipity oror SSccieiennccee??
- 19. #CMWorld Definition ofSocial Selling Leveraging your professional brand to fill your pipeline with the right people, insights and relationships.
- 20. #CMWorld Why issocial selling important? SSI leaders create 45% more opportunities per quarter than SSI laggards. SSI leaders are 51% more likely to hit quota than SSI laggards. 45% more opportunities 51% more likely to hit quota
- 21. Companies should beempowering and enabling their teams to be successful. #CMWorld
- 22. #CMWorld Think likea publisher Turn your employee’s into the distributors
- 23. Add Rich Mediato Employee Profiles Leverage your employee’s profiles to distribute content. • Initially sent in batches • Incremental updates as needed #CMWorld
- 24. Use your status updates to promote your network #CMWorld
- 25. Use your status updates to inform your network • Industry news • Relevant content • Press • Blogs • Content #CMWorld
- 26. #CMWorld Your network Is your business.
- 27. #CMWorld Why sharingis important? Sales reps that exceed quota engage with prospects 39% more than laggards Sales reps that that exceed quota have their updates engaged 98% more than laggards 39% more engagement 98% Engagements received 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
- 28. #CMWorld Lessons Learned • You are the CEO of ME Inc. • Buyers are using social media to make decisions • Social Selling is about building relationships • Educate your connections