SlideShare a Scribd company logo
Meet Your Experts: 
Kieran Flanagan 
International Marketing Director 
HubSpot 
@searchbrat 
Amy Stephens 
Marketing Manager 
LinkedIn 
@MillerAmyl
Agenda 
#SocialSelling 
How to Use Social Selling to …
Leveraging your social brand to fill 
your pipeline with the right people, 
insights and relationships. 
#SocialSelling
#SocialSelling
Attracting the right people with an 
#SocialSelling 
online presence 
1
#SocialSelling 
Optimise Your LinkedIn Profile 
Attracting the right people starts with setting up your profile
Don’t Use Your Title as Your Headline 
Answer two questions: Whom do you help, and how do you help them? 
LinkedIn Confidential ©2013 All Rights Reserved 
Who How
Keep Your Profile Public 
There’s no trust in anonymous 
“30% of the people whose profile 
you view non-anonymously will 
view yours back.” - LinkedIn 
#SocialSelling
Move leads through the funnel 
#SocialSelling 
with content 
2
Great content is the 
best sales tool in 
the world. 
@TheSalesLion 
#SocialSelling
“People who consistently share content 
get 2-3x the number of unsolicited profile 
views.” - LinkedIn 
#SocialSelling
MARKETING MARY 
• Professional marketer (VP, Director, Manager) 
• Mid-sized company (25-200 employees) 
• Small marketing team (1-5 people) 
• BComm (BU), MBA (Babson) 
• 42, Married, 2 Kids (10 and 6) 
Goals: 
• Support sales with collateral and leads 
• Manage company communications 
• Build awareness 
Challenges: 
• Too much to do 
• Not sure how to get there 
• Marketing tool and channel mess 
Loves HubSpot because: 
•Easy to use tools that make her life easier 
•Learn inbound marketing best practices 
•Easier reporting to sales and CEO 
#SocialSelling
Create content that adds 
value, solves a pain point, or 
just entertains. 
You need to create valuable content assets for your buyer personas.
HubSpot Example 1
HubSpot Example 1
Ask Sales: “What are our 
customers questions, challenges 
and pain points”
Arm sales with all 
the content they 
need.
Ebook w/ LP / 
Month 
CREATE A 
CONTENT ENGINE 
#SocialSelling
Ebook w/ LP / 
Month 
CREATE A 
CONTENT ENGINE 
Blog Posts / 
Month 
#SocialSelling
Ebook w/ LP / 
Month 
CREATE A 
CONTENT ENGINE 
Blog Posts / 
Month 
Social Posts / 
Month 
#SocialSelling
Turn your sales employees into influencers on 
LinkedIn.
3 Use social media to hit your quota 
#SocialSelling
“Cold calls only have a 3% success rate”
#SocialSelling 
Find New Prospects 
1 
2 
3 
Become an expert in your niche 
Request a warm introduction to 
your third degree network 
Use your company’s network
Monitor Your Prospect’s Social Activity 
1 
2 
3 
Be Yourself 
Be Helpful 
Provide Value 
Tailor your communications 
Remember, if you wouldn’t do it offline, 
don’t do it online 
4 
5
#SocialSelling 
JOIN THE CONVERSATION
SEND TO YOUR SALES TEAM 
This will help you 
close more deals
Research before you Call 
Look for three types of information: 
1 
1 
Role Specific: What are they 
responsible for? 
Goal-Specific: What are the targets 
they need to hit in their role? 
Common Ground: Find some sort of 
tie back to you, a colleague, 
experience, etc. 
#SocialSelling 
2 
3
InMails + Emails = 33% Higher 
Response 
#SocialSelling
#SocialSelling
Q&A 
#SocialSelling 
Amy Stephens 
Marketing Manager 
LinkedIn 
@MillerAmyl 
Kieran Flanagan 
Marketing Director 
HubSpot 
@searchbrat 
#SocialSelling

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Social Selling Across The Buyer's Journey

  • 1.
  • 2. Meet Your Experts: Kieran Flanagan International Marketing Director HubSpot @searchbrat Amy Stephens Marketing Manager LinkedIn @MillerAmyl
  • 3. Agenda #SocialSelling How to Use Social Selling to …
  • 4. Leveraging your social brand to fill your pipeline with the right people, insights and relationships. #SocialSelling
  • 6. Attracting the right people with an #SocialSelling online presence 1
  • 7. #SocialSelling Optimise Your LinkedIn Profile Attracting the right people starts with setting up your profile
  • 8. Don’t Use Your Title as Your Headline Answer two questions: Whom do you help, and how do you help them? LinkedIn Confidential ©2013 All Rights Reserved Who How
  • 9. Keep Your Profile Public There’s no trust in anonymous “30% of the people whose profile you view non-anonymously will view yours back.” - LinkedIn #SocialSelling
  • 10. Move leads through the funnel #SocialSelling with content 2
  • 11. Great content is the best sales tool in the world. @TheSalesLion #SocialSelling
  • 12. “People who consistently share content get 2-3x the number of unsolicited profile views.” - LinkedIn #SocialSelling
  • 13. MARKETING MARY • Professional marketer (VP, Director, Manager) • Mid-sized company (25-200 employees) • Small marketing team (1-5 people) • BComm (BU), MBA (Babson) • 42, Married, 2 Kids (10 and 6) Goals: • Support sales with collateral and leads • Manage company communications • Build awareness Challenges: • Too much to do • Not sure how to get there • Marketing tool and channel mess Loves HubSpot because: •Easy to use tools that make her life easier •Learn inbound marketing best practices •Easier reporting to sales and CEO #SocialSelling
  • 14. Create content that adds value, solves a pain point, or just entertains. You need to create valuable content assets for your buyer personas.
  • 17. Ask Sales: “What are our customers questions, challenges and pain points”
  • 18. Arm sales with all the content they need.
  • 19.
  • 20. Ebook w/ LP / Month CREATE A CONTENT ENGINE #SocialSelling
  • 21. Ebook w/ LP / Month CREATE A CONTENT ENGINE Blog Posts / Month #SocialSelling
  • 22. Ebook w/ LP / Month CREATE A CONTENT ENGINE Blog Posts / Month Social Posts / Month #SocialSelling
  • 23. Turn your sales employees into influencers on LinkedIn.
  • 24. 3 Use social media to hit your quota #SocialSelling
  • 25. “Cold calls only have a 3% success rate”
  • 26. #SocialSelling Find New Prospects 1 2 3 Become an expert in your niche Request a warm introduction to your third degree network Use your company’s network
  • 27. Monitor Your Prospect’s Social Activity 1 2 3 Be Yourself Be Helpful Provide Value Tailor your communications Remember, if you wouldn’t do it offline, don’t do it online 4 5
  • 28. #SocialSelling JOIN THE CONVERSATION
  • 29. SEND TO YOUR SALES TEAM This will help you close more deals
  • 30. Research before you Call Look for three types of information: 1 1 Role Specific: What are they responsible for? Goal-Specific: What are the targets they need to hit in their role? Common Ground: Find some sort of tie back to you, a colleague, experience, etc. #SocialSelling 2 3
  • 31. InMails + Emails = 33% Higher Response #SocialSelling
  • 32.
  • 34. Q&A #SocialSelling Amy Stephens Marketing Manager LinkedIn @MillerAmyl Kieran Flanagan Marketing Director HubSpot @searchbrat #SocialSelling