SlideShare a Scribd company logo
Assessing the ROI of
Social Selling
MICHAEL IDINOPULOS, PEOPLELINX CMO
@Kissmetrics
#KissWebinar
@thuelmadsen
Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics,
he was a Lyft driver in SF, which is also how he ended
up as a KISSmetrics marketer. Whenever Thue is not
trying to automate everything around him, you can find
him hiking in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Michael is currently CMO at PeopleLinx. He previously
served as Chief Customer Officer at Socialtext,
bringing the first social software inside corporate,
nonprofit, and government organizations. Michael
holds a Ph.D. in philosophy from U.C. Berkeley and
currently lives in Philadelphia with his wife and three
children.
MICHAEL IDINOPULOS
CMO, PeopleLinx
@michaelido
@peoplelinx
#KissWebinar
@michaelido
1 Why Social Selling?
Employee Advocacy
Prospecting
Deal Nurturing
2 Measuring the ROI
3 Section Three – The Change Journey
TABLE OF CONTENTS
WATCH WEBINAR RECORDING NOW
B2B BUYERS ARE CHANGING
Sources: Corporate Executive Board, Telenet, Ovation Sales Group
Calls required to reach a buyer (up from
3.7 in 2007).
HARDER TO REACH
8
Decision-makers participate in an average
enterprise purchase.
CONSENSUS-DRIVEN
5.4
Of buyers’ decision is already made
before speaking with a sales rep.
SELF-EDUCATING
60%
Of B2B executives use social media to
research buying decisions.
USING SOCIAL
84%
6.2
10
11.57
12.81
0
2
4
6
8
10
12
14
Conducts Non Traditional
Customer Due Dilligence
Personally Owns Lead
Generation
Leads With Insight Uses Social Media as a
Critical Channel
ImprovementProbabilityof
becomingaTopPerformer
SOCIAL SELLING IS CRITICAL TO EARLY ENGAGEMENT
Sources: Corporate Executive Board
PUNDITS SAY IT’S AWESOME
MARK FIDELMAN
Forbes
“78% of salespeople
using social media
outsell their peers.
Will you see similar
results?
MEASURE FOR YOURSELF
SOCIAL SELLING INDEX (SSI)
KLOUT SCORE
WHAT’S MISSING
SOCIAL IS JUST A CHANNEL
Awareness
Lead Generation
Qualification
Opportunity
Upsell
Referral
Employee Advocacy
Prospecting
Deal Nurturing
THE CHANNEL SUPPORTS THREE SALES ACTIONS
EMPLOYEE ADVOCACY METRICS: CLICKS, FORM-FILLS
SOCIAL PROSPECTING METRICS: MEETINGS, OPPORTUNITIES
NURTURE METRICS: WIN RATES, CYCLE TIMES
LOG IN WITH
GOOGLE
Start Your Free Kissmetrics Trial
CRM CAN REPORT THIS…
WHEN SOCIAL ACTIONS ARE ASSOCIATED WITH OUTCOMES
Employee
Advocacy
Prospecting
Deal
Nurturing
Capture “Social” as Lead Source &
Opportunity Source in CRM
Capture social gestures in
activity history
(hard to do manually)
Share tracker URLs on social
(More segmented = more info)
WHICH WAY DOES THE CAUSAL ARROW POINT?
$1-2 CPC
30-40% of form-fill conversions contributed
by social
3-4x increase in outbound yield v. cold-calling
10-20% increase in win rate
20-30% acceleration in cycle times
WHAT SUCCESS LOOKS LIKE
THREE THINGS YOU CAN DO RIGHT NOW
Give employees unique tracker URLs
for social sharing
Add “Social” to lead/deal source
Capture success stories
Sources: PeopleLinx The State of Social Selling – 2015
REPS NEED HELP
Train
employees on
social selling
Encourage
use of social
selling
Measure
Results of social
selling
EMPLOYERS AREN’T HELPING
EMPLOYER SUPPORT MAKES A BIG DIFFERENCE
SOCIAL SELLING MATURITY MODEL (SSMM)
(No Change to Lift)
1-2%Policy
Training
Integration
Optimization
Increase to
7-8%
Increase to
10-15%
Increase to
15-20%
Random Acts of Social Sales Lift
1-2%
MICHAEL IDINOPULOS
CMO, PeopleLinx
@michaelido
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@thuelmadsen
Questions?

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