With 75% of B2B purchasers influenced by social media and 57% of buying decisions made before sales rep involvement, social selling is becoming ever more crucial. LinkedIn sales solutions with DocuSign provide a practical solution to the changing sales landscape.

1. DOCUSIGN CONFIDENTIAL
Ralf VonSosen, Head of Marketing, LinkedIn Sales Solutions
Frank Hattann, Head of Sales Solutions, LinkedIn EMEA
Katie Foster, Marketing Manager, DocuSign EMEA
10 Ways to Utilise Social Selling in 2013
27th June 2013

2. Agenda
 Introductions
 What is Social Selling?
 Tips for Social Selling
 “Don’t be that Sales guy…”
 Social Selling in action
 Q&A
Join the conversation:
#DOCLI

3. Ralf VonSosen
Ralf is the Head of Marketing for LinkedIn Sales Solution and has been a leader in
the CRM space, with an emphasis on sales and marketing, since the late 90s.
His experience spans from industry giants such as Siebel (now Oracle) and SAP,
to a series of smaller companies including MarketLive, and most recently
InsideView. Ralf is passionate about the ability of technology to enable more
meaningful, and productive, relationships among professionals.

4. http://inmaps.linkedinlabs.com/

5. The world and buyers have changed
What once worked, will not work anymore
97%75% 57%
Of the time cold
calls do not work
*7% worse every year
since 2010
B2B purchaser
influenced
by social
Buying decisions
are made before
sales rep involvement
Corporate Executive Board 2012 - Connect & Sell 2012 - IBM Buyers Preference Study 2011

6. To engage effectively, marketers need to understand the difference in
mindset across social platforms
1
2
3
4
5
Socialize
Stay in touch
Be entertained
Kill time
Share content
Maintain professional identity
Make useful contacts
Search for opportunities
Stay in touch
Keep up to date for career
Personal Networks Professional Networks
“Invest Time”“Spend Time”

7. What does this mean for you?
Find individuals – utilize rich social network & media
information to find the right clients.
Relevance is key – research client social profile,
activities, and news for meaningful conversation.
Timing based on triggers – listen to social media and
network activities that can alert to the right time to
engage.
Relationships matter– social networks build a path to a
warm introduction.
Build trust – a sales pro’s social profile can build a
brand and strengthen trust.

8. LinkedIn Mission.
Connect the world’s professionals to make them
more productive and successful

9. MEMBERS WORLDWIDE
+2 NewMEMBERS PER SECOND
100M+MONTHLY UNIQUE VISITORS
225M+
LinkedIn is the world’s largest professional network

10. 55%
2
College grad or post grad
$83K
2
Average household income
Business Decision Makers
7.9M
1
Sources: 1. Internal LinkedIn data, October 2012; 2. The Nielsen Company @ Plan Rel 4 2011; 3. comScore US Media Metrix Data, September 2012
3
2xMore buying power than
average Internet sites
The most effective place to engage with professionals

11. Make it part of how you sell
Buyers have changed
Leverage social data
Buyers are well educated
Lead with insights
Cold calling is ineffective
Leverage connections

12. Frank Hattann
Frank Hattann is a Social Media enthusiast, and Head of LinkedIn Sales Solutions
for EMEA. Frank's varied background includes over 12 years' management
experience working for companies such as Deutsche Bank, Lufthansa, and
PayPal before joining LinkedIn in 2010. He's lived in Germany, the UK, Canada &
Ireland, managing multi-lingual teams, and working in multi-cultural environments,
giving him an in-depth understanding of the importance of relationship building, &
networking. LinkedIn has been, and remains, a valuable tool for his work, career &
sales success.

13. This is happening…
…at LinkedIn

14. Don’t be that guy…

15. Don’t be that guy…

16. Social selling
is creating change…

17. Call From Unknown
408-612-3467
vs.
Contacts Lists Company
Webpage
Cold
Contact
Targeted
Search
Social
Profile
Warm
Introduction
JackBrian

18. Targeted
Search
Social
Profile
Warm
Introduction
Lead
with insight
Use social media
as critical channel
Personally own
lead generation
Reps using this are 30-40% more successful

19. How
How do I get
a warm intro?
LinkedIn Sales Navigator defines social selling
+200M
members
+2B
member updates
per week
Billions
connections
What
What to
talk about?
Who
Who are the
Right People?

20. Who are the right people?
My search yielded 124,789 search results!
I don’t have time to sort through all these searches
By using the premium search filters, it gets
much narrower…
Find Key Prospects1
With TeamLink, I can narrow down to profiles that have
connection paths to my team
Brian

21. What to talk about?
Discover Actionable Insights2
Brian

22. How do I get in?
Brian
4
Find a common connection
This profile fits all my criteria, and has a connection
to someone in our Canadian office
I have a meeting set up for Tuesday!
3
Asks teammate for an introduction

23. Becoming a
Social Selling Pro

24. 4 Actions to Becoming a Social Selling Pro
Developing a Reputation: Building a strong online reputation
that showcases your experience and increases your credibility
Gathering Intelligence: Researching social information to
prepare for sales conversations
Building your Network: Developing relationships with people
who can share information and provide referrals
Offering Insights: Providing meaningful insights that earn
opportunities to engage with and influence contacts
1. Build Your PROFILE
3. Gather INSIGHTS
2. Develop Your NETWORK
4. Contribute INSIGHTS

25. 1. Build a Strong Professional Profile
Add a photo, experience and skills that showcase the brand of YOU
25

26. 2. Proactively Develop Your Network
Build trusted relationships who can support your professional objectives

27. 3. Gather Intelligence
Be prepared for every interaction by researching contacts and companies
27

28. 4. Contribute Insights
Share ideas through status updates, and participate in groups
28

29. Social Selling In Action
 Electronic Signature Solution
 40 million users – growing by 60,000 per day
 Users in 189 countries

30. Getting The Team to Think Social

31. Start & Promote Conversations

32. Tools for the DocuSign Team

33. For more information visit:
sales.linkedin.com
docusign.co.uk