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Social Selling as a
B-to-B Prospecting Tool
B-to-B Symposium
October 16, 2012
Your Presenters from IBM
       Douglas Hannan                    Cheryl L. Mikovch
   Business Unit Executive            Sr. Marketing Manager
    Inside Sales Marketing            Inside Sales Marketing
      IBM North America                   IBM Worldwide




  @DouglasHannanUS                         @WhatSaidShe

  www.linkedin.com/in/douglashannan       www.linkedin.com/in/cmikovch
Social networks have fundamentally changed
the way clients buy
•   Clients discover, read, share news
    and content on their own and on
    their terms
•   Being “at work” is now a state of
    mind and not a statement about
    where you’re located.
•   Clients are posting their needs,
    concerns, ideas at any time of the
    day or night….giving us the
    opportunity to listen and respond.
•   Clients benchmark best-in-class
    experiences and share opinions
IBM’s Client Buyer Preference research
measured Social Trends
                  Over one-third have used social media
   Current Social
                    to engage with their IT vendors.
   Media use with
   IT Vendor                                                  FACEBOOK                                             82%
                                                                LINKEDIN                                 52%

                           YES
                                                                TWITTER                       36%
             NO
                                                              PODCASTS          15%
                           37%
               63%                                      STREAMING VIDEO         15%

                                                                           6%

                    Those >50 yrs. old are much less likely to have used social media (15%)




Future Likelihood to use
                              36%                            41%                               23%
    Social Media in
 IT Purchase Process                very likely                                                     not at all
                                                                   somewhat
    US Report

                                                     77%            Source: IBM Marketing Insights Research 2011
IBM at a Glance




                                                           433K
                                                           employees




                                                           170
                                                            countries




Business Segments include Services, Software, Hardware, Research and
  Financing
IBM Inside Sales purpose
Through inside sellers and the web we
provide end-to-end coverage for our clients
Lead Development Rep                   Inside Client Rep                     Inside Brand Sales
                                                                                  Specialist




 Opportunity identification and     Inside Client Reps                  Inside Brand Sales Reps
  Lead progression focused,                                               Product sales specialists
                                     Relationship Coverage Reps
  aligned Marketing Programs                                               aligned by Brand and
                                      aligned by territory or account.
 Flexible resource with no                                                Customer segment
  specific accounts or territory     Opportunity Identification
                                                                          Transaction focused
 55-60 Customer Calls per day       5 million calls per year
                                                                          6 million calls per year


                                   Online Commerce Sales
                      Online Commerce Consultants and Brand Specialists
                      Extend efficiency & reach leveraging on-line tools
                      Decrease expense/increase revenue through ease of ordering;
                       improve customer satisfaction; capture opportunity
IBM’s Challenge – Unlock the potential of Social Selling


                                        Clients
                               -New ways to find and consume
                                       Information
                                   -Connect with Experts
                                  -Interact on their terms
                                    with trusted sources

                     a new Sales-Driven Marketing
                        Ecosystem has evolved

                    Marketing                                      Sales
              -Programmatic Approach                          -Add Personal Style
                -Repeatable Process                          -Authenticity of Voice
           -Professionally Crafted Message             -Reach clients more easily
               -Maintain Brand Image                       -Skills Transformation
Social selling required a change in behavior
with our Inside Sellers and a transformation of
the seller-client relationship
   The Inside Seller of TODAY
    The Inside Seller of TODAY
     must be professional, well
      must be professional, well
   trained, high performing and
    trained, high performing and
     effective at using digital &
      effective at using digital &
     social selling capabilities
      social selling capabilities




                                     A multi-dimensional digital
                                     relationship leveraging digital &
  A two-dimensional
                                     social selling capabilities and
  phone- and email-
                                     Online Commerce solutions
  based relationship
Where we started: our strategy required a skills
transformation

 Beginner                  Creator                        Collaborator            Social Seller

Establish a web presence   Create personal brand.         Two way collaboration   Relevant leadership
 Be findable               Listen to the conversation    Uses chat and video    Clients contact you
 Easy to reach             Send messages                 Adds value to          Constant mind-share
 Find new contacts         Understand customer            networks using         Engaged earlier than
                             trends and how IBM can         microblogs, forums,     competition
                             help solve problems            and Social groups




                                                      mation
                                             r ansfor
                                      lling T
                           So cial Se




                                                            •
Digital contact tools are integrated into the B2B sales
engagement model.
 Digital Contact Tools   IBM Rep Page / Web Presence


         Text Chat


         Video                                         Contact Module
                                                          with Real-time
                                                          collaboration
         Telephone


         Email                                         Rep Driven Content


         Social                                        Social Media and
         Media                                            video embedded




                                                       Marketing Content
   Over 1000 sellers
    use these tools
IBM Inside Sales capabilities are centered
around enabling the client
                                                                          Digital              Enable the client to engage
                                                                          Sales                how and when they want
                                                                         Eminence
  Online Commerce
                                                                                               Access to tools and people
   Global procurement
   Ease in contract and order
    management
   Improved efficiency for clients
                                        Intelligent Listening
                                                                                                                  Rep Page
                                        Monitor and capture client    Client Web Portal
                                         intent from Social Networks
                                        Influence and develop          Client Name
                                                                                           Client Logo
                                         preference for IBM
 Response Management                                                                           Content Mgt./
                                                                                               Publishing Tools
  Campaign execution and follow-up
  Ability to understand issues and
   match IBM products to client need
                                       Territory Management
                                        Sales Coverage for clients
                                        Establish new contacts
                                        Drive transaction volumes
 Opportunity Management                 Drive revenue growth
 New lead creation through
  increased coverage and reach
 Progress leads to wins                                                                                     Social networking
 Deep expertise in products and                                                                             & Social Messages
  solutions                                                                           Personalized
                                                                                      eMail Campaigns
Participation in social networks improves
client access to experts
•   Clients connect socially to tap into IBM expertise
•   Industry SMEs contribute to professional network groups, blogs, publish
    whitepapers, provide access to digital assets
•   Inside Sales Reps promote content to their clients and reach new prospects
•   Fostering social relationships yield new contacts, leads & sales – helping
    reach new markets




                                               “70% of aacustomer’s buying
                                                “70% of customer’s buying
                                                decision is now made based on
                                               decision is now made based on
      Sales Reps
                          Prospects             information he or she finds
                                               information he or she finds
                                               online, well before aasalesperson
                                                online, well before salesperson
                                               has aachance to get involved.”
                                                has chance to get involved.”
          SMEs                                  Source: Sales 2.0 Conference, 2011
                                               Source: Sales 2.0 Conference, 2011


                      Customers
Our Journey to launch an innovative social
selling program

                                                        Measure,
                              Socialize Our            Track, Grow
                                 Culture


              Focus on
              Content                 Participate in
                                           Social
                                      Conversations


  Listening       Identify
 & Learning     Influencers
Social Selling is Less About Tweeting…
and more about listening to what business issues individuals are talking about



        Market Place Listening




         Third Party Listening




      Engagement Opportunities
Why is social listening important to sales?


                                             Engagement
                  Third-Party                Opportunities
       Identify Industry
        Influencers                            Follow competitors
       Listen to what is being                Follow prospects
        said                                   List to what is being
       Identify trending topics                said
       Engage in many key           LEADS     Help shape
                                                conversations
        conversations
       Establish credibility                  Real-time monitoring to
       Build network                           intercept posts with
       Improve Seller Findability              expressed business
                                                need
Keyword combinations and recommended groups
build social presence and enable sellers to mine
microblogs for engagement opportunities

                                  LinkedIn
                                   Groups

                            #Hashtag


                 LinkedIn
                  Groups

                                  Communities




                 #Hashtag
7-2-1 Rule guides seller social conversations,
builds creditability and drives leads

Business / Industry                  Seller Rep
       Issue                            Page


                                         ry
                       Busines s / Indust
                               Issue                                          /
                                                                 Business
  B u si n e ss /                                                Industry Is
                                                                             sue
                s ue
I ndustry Is

                                                            Business / Industry
                       s /
               Busines                    Business
                                                       /
                                                                   Issue
                          su e
              Industry Is                 Industry Is
                                                      sue
Content is our focus. Quickly consumable,
highly valuable

         Shift in investment
       from traditional tactics
           to more digital
             interactions
                                  Progress from telling what we
                                    have to offer, to providing
                                       content to engage



 Evolve from static
  presentations to
dynamic interactions
Content driven marketing is the force behind
customers initiating sales conversations…
          Is your content socially ready?


                      FAQs
    Whitepaper
                                 Article
We’ve armed sellers with a social editorial calendar

• Calendar is maintained by marketing …executed by sellers
• Sellers are in complete control
   –   craft their own message
   –   retweet a message
   –   mention a post
   –   select from digital asset content
Socializing our culture is key to changing
behavior…




                           …and learning from peers is
                             essential to adoption
More than 200 Seller testimonials from around
the globe validate the power of social
     “Connect with CIO via LinkedIn,
          yielding $500K win”

                              “Linkedin to Rep Page
  “Utilizing my LinkedIn       visit to $150K result”
  network! $1.8m result”
The Results…
Sellers in 170 countries effectively using social to extend reach,
                build awareness and drive leads!


     900+
7 Sellers
Case study: Connecting one of IBM’s public cloud offerings
and specific social activities to our leads and revenue


                                                     15%




                                                l
                                               cia
                                             so
                                         to
                                         d
                                         e
                                      ut
                                    ib
                                   ttr
                                 sa
                               in
                             lwa
                            nu
                         An
Ask Yourself…

  DoesIs your sales content have
   Are Are you influencing the
        you capitalizing on
         your social team
explosion a call-to-action?
    and leading your clients?
       socially connected?
           of data social provides?
Thank you!

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IBM Spotlight Session: Social Selling as a B2B Prospecting Tool

  • 1. Social Selling as a B-to-B Prospecting Tool B-to-B Symposium October 16, 2012
  • 2. Your Presenters from IBM Douglas Hannan Cheryl L. Mikovch Business Unit Executive Sr. Marketing Manager Inside Sales Marketing Inside Sales Marketing IBM North America IBM Worldwide @DouglasHannanUS @WhatSaidShe www.linkedin.com/in/douglashannan www.linkedin.com/in/cmikovch
  • 3. Social networks have fundamentally changed the way clients buy • Clients discover, read, share news and content on their own and on their terms • Being “at work” is now a state of mind and not a statement about where you’re located. • Clients are posting their needs, concerns, ideas at any time of the day or night….giving us the opportunity to listen and respond. • Clients benchmark best-in-class experiences and share opinions
  • 4. IBM’s Client Buyer Preference research measured Social Trends Over one-third have used social media Current Social to engage with their IT vendors. Media use with IT Vendor FACEBOOK 82% LINKEDIN 52% YES TWITTER 36% NO PODCASTS 15% 37% 63% STREAMING VIDEO 15% 6% Those >50 yrs. old are much less likely to have used social media (15%) Future Likelihood to use 36% 41% 23% Social Media in IT Purchase Process very likely not at all somewhat US Report 77% Source: IBM Marketing Insights Research 2011
  • 5. IBM at a Glance 433K employees 170 countries Business Segments include Services, Software, Hardware, Research and Financing
  • 7. Through inside sellers and the web we provide end-to-end coverage for our clients Lead Development Rep Inside Client Rep Inside Brand Sales Specialist  Opportunity identification and  Inside Client Reps  Inside Brand Sales Reps Lead progression focused,  Product sales specialists  Relationship Coverage Reps aligned Marketing Programs aligned by Brand and aligned by territory or account.  Flexible resource with no Customer segment specific accounts or territory  Opportunity Identification  Transaction focused  55-60 Customer Calls per day  5 million calls per year  6 million calls per year Online Commerce Sales  Online Commerce Consultants and Brand Specialists  Extend efficiency & reach leveraging on-line tools  Decrease expense/increase revenue through ease of ordering; improve customer satisfaction; capture opportunity
  • 8. IBM’s Challenge – Unlock the potential of Social Selling Clients -New ways to find and consume Information -Connect with Experts -Interact on their terms with trusted sources a new Sales-Driven Marketing Ecosystem has evolved Marketing Sales -Programmatic Approach -Add Personal Style -Repeatable Process -Authenticity of Voice -Professionally Crafted Message -Reach clients more easily -Maintain Brand Image -Skills Transformation
  • 9. Social selling required a change in behavior with our Inside Sellers and a transformation of the seller-client relationship The Inside Seller of TODAY The Inside Seller of TODAY must be professional, well must be professional, well trained, high performing and trained, high performing and effective at using digital & effective at using digital & social selling capabilities social selling capabilities A multi-dimensional digital relationship leveraging digital & A two-dimensional social selling capabilities and phone- and email- Online Commerce solutions based relationship
  • 10. Where we started: our strategy required a skills transformation Beginner Creator Collaborator Social Seller Establish a web presence Create personal brand. Two way collaboration Relevant leadership  Be findable  Listen to the conversation  Uses chat and video  Clients contact you  Easy to reach  Send messages  Adds value to  Constant mind-share  Find new contacts  Understand customer networks using  Engaged earlier than trends and how IBM can microblogs, forums, competition help solve problems and Social groups mation r ansfor lling T So cial Se •
  • 11. Digital contact tools are integrated into the B2B sales engagement model. Digital Contact Tools IBM Rep Page / Web Presence Text Chat Video Contact Module with Real-time collaboration Telephone Email Rep Driven Content Social Social Media and Media video embedded Marketing Content Over 1000 sellers use these tools
  • 12. IBM Inside Sales capabilities are centered around enabling the client Digital Enable the client to engage Sales how and when they want Eminence Online Commerce Access to tools and people  Global procurement  Ease in contract and order management  Improved efficiency for clients Intelligent Listening Rep Page  Monitor and capture client Client Web Portal intent from Social Networks  Influence and develop Client Name Client Logo preference for IBM Response Management Content Mgt./ Publishing Tools  Campaign execution and follow-up  Ability to understand issues and match IBM products to client need Territory Management  Sales Coverage for clients  Establish new contacts  Drive transaction volumes Opportunity Management  Drive revenue growth  New lead creation through increased coverage and reach  Progress leads to wins Social networking  Deep expertise in products and & Social Messages solutions Personalized eMail Campaigns
  • 13. Participation in social networks improves client access to experts • Clients connect socially to tap into IBM expertise • Industry SMEs contribute to professional network groups, blogs, publish whitepapers, provide access to digital assets • Inside Sales Reps promote content to their clients and reach new prospects • Fostering social relationships yield new contacts, leads & sales – helping reach new markets “70% of aacustomer’s buying “70% of customer’s buying decision is now made based on decision is now made based on Sales Reps Prospects information he or she finds information he or she finds online, well before aasalesperson online, well before salesperson has aachance to get involved.” has chance to get involved.” SMEs Source: Sales 2.0 Conference, 2011 Source: Sales 2.0 Conference, 2011 Customers
  • 14. Our Journey to launch an innovative social selling program Measure, Socialize Our Track, Grow Culture Focus on Content Participate in Social Conversations Listening Identify & Learning Influencers
  • 15. Social Selling is Less About Tweeting… and more about listening to what business issues individuals are talking about Market Place Listening Third Party Listening Engagement Opportunities
  • 16. Why is social listening important to sales? Engagement Third-Party Opportunities  Identify Industry Influencers  Follow competitors  Listen to what is being  Follow prospects said  List to what is being  Identify trending topics said  Engage in many key LEADS  Help shape conversations conversations  Establish credibility  Real-time monitoring to  Build network intercept posts with  Improve Seller Findability expressed business need
  • 17. Keyword combinations and recommended groups build social presence and enable sellers to mine microblogs for engagement opportunities LinkedIn Groups #Hashtag LinkedIn Groups Communities #Hashtag
  • 18. 7-2-1 Rule guides seller social conversations, builds creditability and drives leads Business / Industry Seller Rep Issue Page ry Busines s / Indust Issue / Business B u si n e ss / Industry Is sue s ue I ndustry Is Business / Industry s / Busines Business / Issue su e Industry Is Industry Is sue
  • 19. Content is our focus. Quickly consumable, highly valuable Shift in investment from traditional tactics to more digital interactions Progress from telling what we have to offer, to providing content to engage Evolve from static presentations to dynamic interactions
  • 20. Content driven marketing is the force behind customers initiating sales conversations… Is your content socially ready? FAQs Whitepaper Article
  • 21. We’ve armed sellers with a social editorial calendar • Calendar is maintained by marketing …executed by sellers • Sellers are in complete control – craft their own message – retweet a message – mention a post – select from digital asset content
  • 22. Socializing our culture is key to changing behavior… …and learning from peers is essential to adoption
  • 23. More than 200 Seller testimonials from around the globe validate the power of social “Connect with CIO via LinkedIn, yielding $500K win” “Linkedin to Rep Page “Utilizing my LinkedIn visit to $150K result” network! $1.8m result”
  • 24. The Results… Sellers in 170 countries effectively using social to extend reach, build awareness and drive leads! 900+ 7 Sellers
  • 25. Case study: Connecting one of IBM’s public cloud offerings and specific social activities to our leads and revenue 15% l cia so to d e ut ib ttr sa in lwa nu An
  • 26. Ask Yourself… DoesIs your sales content have Are Are you influencing the you capitalizing on your social team explosion a call-to-action? and leading your clients? socially connected? of data social provides?

Editor's Notes

  1. Business Model Helping clients succeed in delivering business value by becoming more innovative, efficient and competitive through the use of business insight and information technology solutions, and providing long term value to shareholders