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Breakfast with LinkedIn – The Social Selling era 
©2014 LinkedIn Corporation. All Rights Reserved. 
Lesley Ronaldson 
Sales Manager, LinkedIn 
November 6, 2014 
#socialselling
Agenda for today 
8.30 am 
Welcome 
Lesley Ronaldson 
8.40 am 
Introducing the social selling era 
Kevin Scott 
9.00 am 
The social buyer 
Robin Björklind 
9.15 am 
LinkedIn Sales Navigator - Live demo 
Theresa Mathiesen 
9.35 am 
How social media is shaping demand 
Matthew Kiel, CEB 
10.00 am 
Questions & Answers 
Full Panel
Stockholm Social Selling 
Most Popular 
Most Endorsed 
Earliest Adopter 
Most Connected 
Hans 
Grünewald 
Magnus 
Jansson 
Douglas 
Dabérius 
Douglas 
Dabérius
For our customers 
Hire 
Power half of all hires 
Market 
The most effective way for marketers to engage professionals 
Sell 
The start of every sales opportunity
Introducing the Social Selling Era 
Kevin Scott 
Head of Sales Solutions EMEA 
LinkedIn
Source: Billy Gast, April 14, 2010, Flickr
LinkedIn Sales Solutions Mission 
Connect the world’s buyers and sellers to build relationships.
Members first
% 
of B2B Buyers use social media to make purchasing decisions
% 
Of B2B decision-makers expect new or different insights from sales professionals
More likely to engage with sales professionals via warm introduction than cold outreach.
Sales Professionals Who Are Social Selling 
51% more likely to exceed quota 
Exceed Quota 
3X more likely to go to club 
Go to Club 
Promoted to VP 17 months faster 
Get Promoted Faster
Social Selling Defined
Create a professional brand 
Find the right people 
Engage with insights 
Build strong relationships 
Social Selling Defined…
Laggards 
0 
100 
Leaders 
Social Selling Index
Apr. 2012 
July 2014 
87% 
As measured by growth in SSI 
Social Selling is Growing 
12.2 
22.8
April 2012 
Today 
18.7 
14.7 
12.9 
12.4 
10.9 
11.8 
12.0 
10.6 
10.9 
8.9 
8.7 
8.8 
7.5 
32.6 
26.1 
24.1 
23.7 
23.0 
22.4 
22.1 
21.5 
21.3 
19.6 
19.0 
18.8 
16.6 
Technology – Software 
Professional Services 
Media & Entertainment 
Telecommunications 
Oil & Energy 
Technology – Hardware 
Financial Services & Insurance 
Healthcare & Pharmaceutical 
Government/Education/Non-Profit 
Architecture & Engineering 
Aero/Auto/Transport 
Manufacturing/Industrial 
Retail & Consumer Products
April 2012 
Today 
18.7 
14.7 
12.9 
12.4 
10.9 
11.8 
12.0 
10.6 
10.9 
8.9 
8.7 
8.8 
7.5 
32.6 
26.1 
24.1 
23.7 
23.0 
22.4 
22.1 
21.5 
21.3 
19.6 
19.0 
18.8 
16.6 
Technology – Software 
Professional Services 
Media & Entertainment 
Telecommunications 
Oil & Energy 
Technology – Hardware 
Financial Services & Insurance 
Healthcare & Pharmaceutical 
Government/Education/Non-Profit 
Architecture & Engineering 
Aero/Auto/Transport 
Manufacturing/Industrial 
Retail & Consumer Products 
Over 100% Growth
NAMER 
24.6 
LATAM 
15.3 
EMEA 
22.5 
SE ASIA 
19.9 
ANZ 
24.0 
Nordics 
23.8
22.8 
Find the right people 
Build strong relationships 
Create a professional brand 
Engage with insights 
Social Selling Index 
Worldwide 
Reps 
10.4 
5.0 
1.6 
5.8 
Attendees 
16.2 
12.9 
7.6 
12.3 
49.0 
How Are We Doing in the Room? 
Nordic 
Reps 
11.0 
5.3 
1.5 
6.0 
23.8
ENTERPRISE 
SMB 
Companies with the Highest SSI in the Room 
1 
2 
3 
4 
5 
1 
2 
3 
4 
5 
53.2 
48.6 
48.3 
47.4 
40.5 
60.6 
53.5 
47.3 
44.8 
43.3
4 
Jonas Branning 
Country Manager, Tech Mahindra 
71.3 
3 
Henrik Henriksson 
Co Owner, Adviser Partner 
71.8 
2 
Douglas Dabérius 
Business Development Director, Mavenir Systems 
72.5 
1 
Frederick Fiifi Owusu 
Business Development & Strategy, Carlsberg Group 
75.9 
Which attendees have adopted social selling the most?
LinkedIn Sales Solutions Mission 
Connect the world’s buyers and sellers to build relationships.
THE SOCIAL SELLING ERA & BUYER BEHAVIOUR 
Robin Björklind 
Account Executive, LinkedIn 
24
are now involved in the average B2B buying decision 
people 
Boss 
Peer 
Direct report 
Business leader 
Cross-functional partner 
Corporate Executive Board 2013 – Winning The Consensus Purchase 
Your target buyer 
5.4 
Decisions involve more people than ever before
% 
of B2B buyers now use 
social media to be more informed 
on vendors 
IDC 2014 – Social Buying Meets Social Selling 
Decision makers rely on social media to choose between potential vendors 
Network 
referrals 
Company White papers 
websites 
Blog 
posts 
Company pages 
Your 
target buyers 
Social 
relationships
Your competitor 
Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level 
% 
of decision makers say they never respond to cold outreach 
Decision makers now ignore cold outreach 
You 
Your competitor 
X 
X 
X 
Your target buyers
5.4 75 of B2B buyers now use 
social media to be more informed 
on vendors 
% 90 of decision makers say they 
never respond to cold 
outreach 
% 
people are now involved 
in the average B2B buying 
decision 
Corporate Executive Board 2013 – Winning The Consensus Purchase 
Corporate Executive Board 2012 – New Decision Timeline 
Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level 
The buyer’s process has changed
75 % of B2B buyers now use 
social media to be more informed 
on vendors 
Relying on the buyer to 
inform you on 
key updates 5.4 people are now involved 
in the average B2B buying 
decision 
Looking for one 
all-powerful 
decision maker 
90 % of decision makers say they 
never respond to cold 
outreach 
Cold-calling prospects like 
they’re just a name in a 
database 
I found out a month later the 
Director of Marketing left my 
account and joined another 
top prospect of mine 
The VP of Marketing went 
dark and now 
I’m back at square one 
I keep pounding – 
email, phone, voicemail 
– but can’t get a response 
How well has your team adapted to this new normal? 
Are you still: 
“ 
” 
“ 
” 
“ 
”
Focus on the right 
people and 
companies 
Stay informed 
on key updates at 
your target accounts 
Build trust with 
your prospects 
and customers 
Building relationships with prospects and customers is different in this new normal. You need to:
Billions 
of professional 
relationships 
313M+ 
members 
2B+ 
member 
updates 
per week 
LinkedIn has a wealth of information on the people & companies with whom you want to build relationships
Today: your personal network 
All that LinkedIn has to offer 
YOU 
Just what you need for sales 
To tap into the power of LinkedIn for sales, you need to expand your access and tailor your experience
Relevant 
news 
LinkedIn’s network 
data 
Your accounts, 
leads & preferences 
Sales Navigator makes it simple to establish and grow relationships with your prospects and customers 
Sales 
Navigator
LIVE DEMO: Sales Navigator 
Theresa Mathiesen 
Account Executive, LinkedIn 
34
© 2014 CEB. All rights reserved 
Version: X.X Last modified: [insert date format: DD Month YYYY] 
CONFIDENTIAL OR CONFIDENTIAL-RESTRICTED [Delete as appropriate] 
Getting In Early 
Shaping Demand Through Pre- Funnel Engagement 
Matthew Kiel 
Senior Director, CEB
© 2014 CEB. All rights reserved 
36 
FINDING A READY CUSTOMER
© 2014 CEB. All rights reserved 
37 
RELEGATED TO FULFILLMENT
© 2014 CEB. All rights reserved 
38 
IN SEARCH OF ANSWERS
© 2014 CEB. All rights reserved 
39 
GATHER DEEP INTELLIGENCE
© 2014 CEB. All rights reserved 
40 
OWN LEAD GENERATION
© 2014 CEB. All rights reserved 
41 
LEAD WITH INSIGHT
© 2014 CEB. All rights reserved 
42 
GAIN PRESENCE AND INFLUENCE
© 2014 CEB. All rights reserved 
43 
SHAPING DEMAND
© 2014 CEB. All rights reserved 
44 
FILTERING OUT THE NOISE
© 2014 CEB. All rights reserved 
45 
GAINING INFLUENCE
© 2014 CEB. All rights reserved 
46 
EARNING INFLUENCE
© 2014 CEB. All rights reserved 
47 
MASS CUSTOMISATION
© 2014 CEB. All rights reserved 
48 
PRINCIPLES OF “SOCIAL SOUNDBITES”
© 2014 CEB. All rights reserved 
49 
AUTHENTIC AND EASY
© 2014 CEB. All rights reserved 
50 
SPEEDY AND IMPRESSIVE RESULTS
© 2014 CEB. All rights reserved 
51 
SHAPING, NOT REACTING
© 2014 CEB. All rights reserved 
52 
TEACH WHERE CUSTOMERS LEARN
© 2014 CEB. All rights reserved 
53 
REVISING THE COMMERCIAL FRONT
© 2014 CEB. All rights reserved 
Matt Kiel 
Senior Director, CEB 
www.thechallengersale.com 
@CEB_Challenger 
Thank You
Questions & Answers

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Social Selling Breakfast, Stockholm

  • 1. Breakfast with LinkedIn – The Social Selling era ©2014 LinkedIn Corporation. All Rights Reserved. Lesley Ronaldson Sales Manager, LinkedIn November 6, 2014 #socialselling
  • 2. Agenda for today 8.30 am Welcome Lesley Ronaldson 8.40 am Introducing the social selling era Kevin Scott 9.00 am The social buyer Robin Björklind 9.15 am LinkedIn Sales Navigator - Live demo Theresa Mathiesen 9.35 am How social media is shaping demand Matthew Kiel, CEB 10.00 am Questions & Answers Full Panel
  • 3. Stockholm Social Selling Most Popular Most Endorsed Earliest Adopter Most Connected Hans Grünewald Magnus Jansson Douglas Dabérius Douglas Dabérius
  • 4. For our customers Hire Power half of all hires Market The most effective way for marketers to engage professionals Sell The start of every sales opportunity
  • 5. Introducing the Social Selling Era Kevin Scott Head of Sales Solutions EMEA LinkedIn
  • 6. Source: Billy Gast, April 14, 2010, Flickr
  • 7. LinkedIn Sales Solutions Mission Connect the world’s buyers and sellers to build relationships.
  • 9. % of B2B Buyers use social media to make purchasing decisions
  • 10. % Of B2B decision-makers expect new or different insights from sales professionals
  • 11. More likely to engage with sales professionals via warm introduction than cold outreach.
  • 12. Sales Professionals Who Are Social Selling 51% more likely to exceed quota Exceed Quota 3X more likely to go to club Go to Club Promoted to VP 17 months faster Get Promoted Faster
  • 14. Create a professional brand Find the right people Engage with insights Build strong relationships Social Selling Defined…
  • 15. Laggards 0 100 Leaders Social Selling Index
  • 16. Apr. 2012 July 2014 87% As measured by growth in SSI Social Selling is Growing 12.2 22.8
  • 17. April 2012 Today 18.7 14.7 12.9 12.4 10.9 11.8 12.0 10.6 10.9 8.9 8.7 8.8 7.5 32.6 26.1 24.1 23.7 23.0 22.4 22.1 21.5 21.3 19.6 19.0 18.8 16.6 Technology – Software Professional Services Media & Entertainment Telecommunications Oil & Energy Technology – Hardware Financial Services & Insurance Healthcare & Pharmaceutical Government/Education/Non-Profit Architecture & Engineering Aero/Auto/Transport Manufacturing/Industrial Retail & Consumer Products
  • 18. April 2012 Today 18.7 14.7 12.9 12.4 10.9 11.8 12.0 10.6 10.9 8.9 8.7 8.8 7.5 32.6 26.1 24.1 23.7 23.0 22.4 22.1 21.5 21.3 19.6 19.0 18.8 16.6 Technology – Software Professional Services Media & Entertainment Telecommunications Oil & Energy Technology – Hardware Financial Services & Insurance Healthcare & Pharmaceutical Government/Education/Non-Profit Architecture & Engineering Aero/Auto/Transport Manufacturing/Industrial Retail & Consumer Products Over 100% Growth
  • 19. NAMER 24.6 LATAM 15.3 EMEA 22.5 SE ASIA 19.9 ANZ 24.0 Nordics 23.8
  • 20. 22.8 Find the right people Build strong relationships Create a professional brand Engage with insights Social Selling Index Worldwide Reps 10.4 5.0 1.6 5.8 Attendees 16.2 12.9 7.6 12.3 49.0 How Are We Doing in the Room? Nordic Reps 11.0 5.3 1.5 6.0 23.8
  • 21. ENTERPRISE SMB Companies with the Highest SSI in the Room 1 2 3 4 5 1 2 3 4 5 53.2 48.6 48.3 47.4 40.5 60.6 53.5 47.3 44.8 43.3
  • 22. 4 Jonas Branning Country Manager, Tech Mahindra 71.3 3 Henrik Henriksson Co Owner, Adviser Partner 71.8 2 Douglas Dabérius Business Development Director, Mavenir Systems 72.5 1 Frederick Fiifi Owusu Business Development & Strategy, Carlsberg Group 75.9 Which attendees have adopted social selling the most?
  • 23. LinkedIn Sales Solutions Mission Connect the world’s buyers and sellers to build relationships.
  • 24. THE SOCIAL SELLING ERA & BUYER BEHAVIOUR Robin Björklind Account Executive, LinkedIn 24
  • 25. are now involved in the average B2B buying decision people Boss Peer Direct report Business leader Cross-functional partner Corporate Executive Board 2013 – Winning The Consensus Purchase Your target buyer 5.4 Decisions involve more people than ever before
  • 26. % of B2B buyers now use social media to be more informed on vendors IDC 2014 – Social Buying Meets Social Selling Decision makers rely on social media to choose between potential vendors Network referrals Company White papers websites Blog posts Company pages Your target buyers Social relationships
  • 27. Your competitor Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level % of decision makers say they never respond to cold outreach Decision makers now ignore cold outreach You Your competitor X X X Your target buyers
  • 28. 5.4 75 of B2B buyers now use social media to be more informed on vendors % 90 of decision makers say they never respond to cold outreach % people are now involved in the average B2B buying decision Corporate Executive Board 2013 – Winning The Consensus Purchase Corporate Executive Board 2012 – New Decision Timeline Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level The buyer’s process has changed
  • 29. 75 % of B2B buyers now use social media to be more informed on vendors Relying on the buyer to inform you on key updates 5.4 people are now involved in the average B2B buying decision Looking for one all-powerful decision maker 90 % of decision makers say they never respond to cold outreach Cold-calling prospects like they’re just a name in a database I found out a month later the Director of Marketing left my account and joined another top prospect of mine The VP of Marketing went dark and now I’m back at square one I keep pounding – email, phone, voicemail – but can’t get a response How well has your team adapted to this new normal? Are you still: “ ” “ ” “ ”
  • 30. Focus on the right people and companies Stay informed on key updates at your target accounts Build trust with your prospects and customers Building relationships with prospects and customers is different in this new normal. You need to:
  • 31. Billions of professional relationships 313M+ members 2B+ member updates per week LinkedIn has a wealth of information on the people & companies with whom you want to build relationships
  • 32. Today: your personal network All that LinkedIn has to offer YOU Just what you need for sales To tap into the power of LinkedIn for sales, you need to expand your access and tailor your experience
  • 33. Relevant news LinkedIn’s network data Your accounts, leads & preferences Sales Navigator makes it simple to establish and grow relationships with your prospects and customers Sales Navigator
  • 34. LIVE DEMO: Sales Navigator Theresa Mathiesen Account Executive, LinkedIn 34
  • 35. © 2014 CEB. All rights reserved Version: X.X Last modified: [insert date format: DD Month YYYY] CONFIDENTIAL OR CONFIDENTIAL-RESTRICTED [Delete as appropriate] Getting In Early Shaping Demand Through Pre- Funnel Engagement Matthew Kiel Senior Director, CEB
  • 36. © 2014 CEB. All rights reserved 36 FINDING A READY CUSTOMER
  • 37. © 2014 CEB. All rights reserved 37 RELEGATED TO FULFILLMENT
  • 38. © 2014 CEB. All rights reserved 38 IN SEARCH OF ANSWERS
  • 39. © 2014 CEB. All rights reserved 39 GATHER DEEP INTELLIGENCE
  • 40. © 2014 CEB. All rights reserved 40 OWN LEAD GENERATION
  • 41. © 2014 CEB. All rights reserved 41 LEAD WITH INSIGHT
  • 42. © 2014 CEB. All rights reserved 42 GAIN PRESENCE AND INFLUENCE
  • 43. © 2014 CEB. All rights reserved 43 SHAPING DEMAND
  • 44. © 2014 CEB. All rights reserved 44 FILTERING OUT THE NOISE
  • 45. © 2014 CEB. All rights reserved 45 GAINING INFLUENCE
  • 46. © 2014 CEB. All rights reserved 46 EARNING INFLUENCE
  • 47. © 2014 CEB. All rights reserved 47 MASS CUSTOMISATION
  • 48. © 2014 CEB. All rights reserved 48 PRINCIPLES OF “SOCIAL SOUNDBITES”
  • 49. © 2014 CEB. All rights reserved 49 AUTHENTIC AND EASY
  • 50. © 2014 CEB. All rights reserved 50 SPEEDY AND IMPRESSIVE RESULTS
  • 51. © 2014 CEB. All rights reserved 51 SHAPING, NOT REACTING
  • 52. © 2014 CEB. All rights reserved 52 TEACH WHERE CUSTOMERS LEARN
  • 53. © 2014 CEB. All rights reserved 53 REVISING THE COMMERCIAL FRONT
  • 54. © 2014 CEB. All rights reserved Matt Kiel Senior Director, CEB www.thechallengersale.com @CEB_Challenger Thank You