Why marketing and sales should cooperate and be aligned to engage more effectively with customers and increase customer intimacy through Social Media. Business examples will illustrate how alignment and social media enable organizations to communicate with customers at the right time, with the right message and to the right person.

1. How to Help Your Sales with Social Media to Engage with
your Customers
March 20, 2012

2. Goals
 Insight in Sales and Marketing Issues-differences
 Generate ideas for Alignment Improvement
 Ideas to help Sales with Leveraging Social Media
 Share Best Practices/Experiences Among Peers
 ????

3. Agenda
 15.15 -Introduction
-The Marketing and Sales Divide
-Funnel Mindness
 15.20 -Discussion
 15.30 -What is Social Selling
-Enabling Social Selling
-The ROI of Social Selling
 15.35 DIscussion

5. Agenda
 15.15 -Introduction
-The Marketing and Sales Divide
-Funnel Mindness
 15.20 -Discussion
 15.30 -What is Social Selling
- Enabling Social Selling
-The ROI of Social Selling
 15.35 DIscussion

6. The Marketing and Sales Divide
Marketing Sales
Focus on * Leads * Deals
* Lead Generation * Selling
Organisation
Visibility * Low * High
Contribution * Difficult * Easy to judge
Measure * Lead Volume * Closed Deal
*Brand * Revenue
 Almost 50 % of companies have conflicts between marketing and sales (Andeta)

7. New Customer Behavior Potential of Increasing Friction
marketing
 60 % of the buying process is gone through without contacting a
(sales) person at the company (Sirius Decisions)
 Owns the buying process
 Today’s Buyer:  Leverages the social web
 Expects immediate value

8. The Process Gap causes Suboptimal REsults
Process
Gap Sales
Lead Generation Revenue
Process
Lead Scoring
&
Nurturing
 Over 50% of sales do not meet target (CSO Insights)
 Over 90% of leads never close (Sirius decisions)
 40 % of sales time is spent in finding and (re)creating content (CMO council)
 90 % of marketing content goes unused (American Marketing Association)

9. Agenda
 15.15 -Introduction
-The Marketing and Sales Divide
-Funnel Mindness
 15.20 -Discussion
 15.30 -What is Social Selling
- Enabling Social Sellin
-The ROI of Social Selling
 15.35 DIscussion

10. Funnel Mindness
The Must Have Skills for Marketeers
• Content marketing* • Social Media*
• Analytics* • Funnel Mindness *
• Technology* • Sales Enablement
*Eloqua
• Only 10 % of Sales calls their marketing Sales
Savy (CMO insight)

11. Funnel Mindness: Revenue Management
Inquiries
Lead Scoring
Marketing Qualified
Leads
Closed Loop Tracking
Content Marketing
Closing the gap
Alignment
Sales Accepted Leads Lead Nurturing
Sales Qualified Leads
Sales
(Enablement)
Closed deals
Aligned Companies with perform better (20-24% more revenue growth

12. Alignment Fundementals
• Only 30 % of companies have a shared social media plan (Andeta
Research)

13. Agenda
 15.15 -Introduction
-The Marketing and Sales Divide
-Funnel Mindness
 15.20 -Discussion
 15.30 -What is Social Selling
-Enabling Social Selling
-The ROI of Social Selling
 15.35 DIscussion

14. Discussion Questions:
 Main issues/challenges Marketing and Sales along the Sales funnel?
 What is the online/social impact?
 Main barriers for alignment?
 Success stories?

15. Agenda
 15.15 -Introduction
-The Marketing and Sales Divide
-Funnel Mindness
 15.20 -Discussion
 15.30 -What is Social Selling
-Enabling Social Selling
-The ROI of Social Selling
 15.35 DIscussion

16. Social Selling
 SOCIAL SELLING IS is a sales technique, leveraging social media and tools,
to get and maintain a 360 degree picture of the clients and their
influencer on an ongoing basis
 Simply put: Leveraging social media and tools to enable Sales to connect
with the right person, at the right time with the right message

17. The Social Selling Process
Inquiries
Marketing Qualified
Leads
Identify:
Sales Accepted Leads Digital Profile of Customers
Be Visible (Person/company)
Sales Qualified Leads
Listen
Engage
Closed deals Sell

18. Agenda
 15.15 -Introduction
-The Marketing and Sales Divide
-Funnel Mindness
 15.20 -Discussion
 15.30 -What is Social Selling
-Enabling Social Selling
-The ROI of Social Selling
 15.35 DIscussion

19. Enabling Social Selling
Help Sales to Understand their customer’s digital profile?
Which are the key buying persona?
 How and where do they search for?
Which content do they need in which buying phase?
What is their most favorite way of communication (forum, skype, email,
blogs?
Which social platforms do they use?
Where do they go for recommendations?

20. Increase Visiblity
 Define who/how /where you should be visible
 Which keywords, experience you want to jump out
 Set policy and guidelines
 Determine expected actions (sales and marketing

21. Listen: Opportunities/Trigger events
The three things to look for:
2. Hints at ongoing or future product or
service evaluation.
3. Chatter between competitors and
their customers
4.Personnel changes

22. Assist Sales with Engaging and Selling to Prospects
 Don't try to build your own
 Find and engage (contribute) to existing communities
• Find groups/social platforms that discuss topics related to your company’s
value proposition
• Create polls, share knowledge, contribute
 Be creative, don’t sell but discuss
 Suggest tools (Twitter/LinkedIN)
to use for a dialogue
with prospects
 Provide Sales intelligence

23. Help Building Relationships

24. Agenda
 15.15 -Introduction
-The Marketing and Sales Divide
-Funnel Mindness
 15.20 -Discussion
 15.30 -What is Social Selling
-Enabling Social Selling
-The ROI of Social Selling
 15.35 DIscussion

25. The ROI of Social Media in Sales
 95 % of pipeline and 30 % of revenue
PAKRAGames tracked to social outreach
(Linkedin Invites/tweets)
 Adobe Omniture doubled its opportunity-to-call ratio,
resulting in more opportunities generated
 Network Hardware Resale (NHR) uses social media in conjunction with email
and phone to generate meetings with the right prospects-> has quadrupled
meeting acceptance rates from 15 % to 60 %

26. Agenda
 15.15 -Introduction
-The Marketing and Sales Divide
-Funnel Mindness
 15.20 -Discussion
 15.30 -What is Social Selling
-Enabling Social Selling
-The ROI of Social Selling
 15.35 DIscussion

27. Discussion
 Who is embracing Social Selling
 Social Selling initiatives?
 Which part of social selling do you see as most powerful and why?
 What your top 3 things you can do to enable Sales?

28. Resources:
 Inside View
 Social Selling University
 Andeta Sales and Marketing Alignment Study
 Marketo
 Eloqua

29. Find Us
 Laura@andeta.com
 http://www.andeta.com/nl
 Twitter: @theandetagroup
 LinkedIn Group: Sales and Marketing Innovation
www.linkedin.com/groups/Sales-Marketing-Innovatie-4246803?
gid=4246803&trk=hb_side_g
 Facebook: www.facebook.com/TheAndetaGroup
 Google plus: plus.google.com/116749518833614916173/posts
 Blog: andetablog.com/

30. IF TIME

31. Tools that Help
• InsideView • GetSatisfaction
• Brainshark
• Hootsuite
• Radiant6
• Onesource
• Tweetdeck • SocialMention
• TweetFeet
• Wildfire
• Marketo
• Eloqua • Social CRM • ConstantContact
(Salesforce)

32. Discussion
 Who measures Social Media ROI leading to Sales.
 Which metrics to use (reverse sales funnel)
 Which monitor tools are used?

33. Social Selling is part of the bigger picture
Face to Face Social Media
Phone Video Conference/chat
Email Mobile

34. An Overview of the Social Selling Tools
• Focus • Slideshare
• Facebook
• Forums
• Twitter
• YouTube
• Linkedin
• Channels
• Blogs