The Huthwaite Future Forum discusses the evolving landscape of sales and social media, highlighting that while many salespeople engage in social media, effective usage remains a challenge. Key findings indicate that sales teams often lack sufficient training on social media strategies, with a need for better messaging and engagement techniques. The forum emphasizes the necessity of integrating social media into sales processes for improved brand visibility and lead generation.

1. Future
Forum
Singapore| Hong Kong | Melbourne | Sydney

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Welcome
• Research
• Panel discussion
• Wrap up
Twitter hashtag for the Forum: #HWFF

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Q2
2012
35%
Q4
2012
41%
Buyers now engage sellers later
in the sales process.
Source: Huthwaite Sales Pulse Survey
Buyers use social media part of
the buying process.
Q2
2012
24%
Q4
2012
34%
Sellers believe a higher level of
business acumen is needed to
provide business insight.
Q2
2012
79%
Q4
2012
85%
Shifts in just six months:

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225,000,000 – # of LinkedIn members Source: LinkedIn
181,000 – # of Twitter users with “social media” in their bio. Source: AdAge
22% – % of China’s Internet users active on Weibo Source: Synthesio
200,000,000 – # of monthly active Twitter users Source: Twitter
33 – % of US Internet users who ended a connection Source: eMarketing
with a brand on social media
Social upheaval

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The situation
2012 Sales Management Association (SMA) survey of
sales managers and sales leaders:
• 96% use LinkedIn at least once a week.
• 80% believe sales force would be more productive.
• >50% expect to increase their engagement with
LinkedIn, Facebook and Twitter.
• 66% of companies do not have a social media strategy
for the sales organisation.

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56%
53%
52%
50%
45% 45%
41%
39%
36%
29%
28%
27%
23%
19%
18%
13%
12%
7% 7%
5% 5% 4% 4% 2% n/a
Active social media penetration
Global Average
Source: wearesocial.com.sg
23%

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The problem
Source: Alimeter Group
Formalised customer-facing social media efforts by group
Marketing
Sales
82%
75%
39%
30%
24%
16%
15%
11%
11%
Marketing
Corp Comms / PR
Web / Digital
Support
HR / Recruitment
Product
Executives
Field (Physical locations)
Sales

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The bigger problem
2012 SMA Survey
(sales managers / sales leaders)
• Sales force lacks an
understanding of social media.
• Few have had sufficient social
media training.
Source: Sales Management Association
Social media education in sales
“I have received sufficient training from
my organization on using social media.”
18%
15%
10%
10%5%
5%
35%
Strongly
disagree
Strongly
agree
Neutral

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Brand
positioning
Brand
awareness
Brand defence
Customer
service
Staff
recruitment
Lead generation
Cross sell and
upsell
Lead nurture
The implication – social media satisfaction
Main areas of dissatisfaction:
Source: B2B Marketing Outlook Report 2013
-60% -40% -20% 0% 20% 40% 60% 80%
Dissatisfied
Highly Satisfied
Somewhat Satisfied

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Why does it matter?
Social selling remains an
ambition, not reality at most
B2B organisations today
• however, the evidence is
clear that change is
underway.
Source: Aberdeen Group
Performance benefits of
social selling
64%
55%
54%
46%
49%
48%
42%
38%
Total team attainment of sales quota
Customer renewal rate
Sales forecast accuracy
Per cent of sales reps achieving quota
Users of Social Selling All others

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Please
welcome
our Panellists
Singapore| Hong Kong | Melbourne | Sydney

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The Panel
John Golden
Huthwaite
President & CEO
Marco Ryan
Accenture Interactive
Partner / Managing Director
Christel Quek
Samsung Asia
Regional Social Business Lead
Andrew Chow
Social Media Strategist
Twitter hashtag for
the Forum: #HWFF

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Huthwaite’s latest research
• 30% post for business purposes weekly.
Why
• 72% to research and make connections with
prospective buyers and clients.
• 71% to improve personal brand.
• 55% to generate value for customers.
However
• 37% don’t know how best to maximise the use of it.
• 32% struggle to create the right message.

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Emerging trends
• Social media is used almost daily by the majority of
salespeople, but not necessarily effectively.
• Salespeople struggle most often with:
– creating the right messaging in a given situation;
– maximising the use of social media.
• Techniques are evolving rapidly, everyone is
still learning.
• Discipline is required.

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Huthwaite’s philosophy on social selling
• Create daily routine that fits into existing sales process.
• Inspire and educate (give your knowledge away) as you
engage with prospects and customers.
• Develop your personal brand and become a
micro-marketer.
• Find the platform and technique that works best for you.
• Search / Listen / Share.

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Thank you
Singapore| Hong Kong | Melbourne | Sydney