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Social Selling Roadshow Utrecht
This document summarizes a social selling conference held in Utrecht on April 19th. It provides an overview of LinkedIn's global user base and the Netherlands user base. It discusses how the buying process has changed and now involves more people. The rest of the agenda is outlined which includes discussions on how social selling can provide competitive advantage, the hallmarks of a social seller, and a customer panel on making social selling part of everyday work. The document emphasizes measurement, education, and executive alignment as keys to unlocking the opportunity of social selling.
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Social Selling Roadshow Utrecht
- 1. #socialselling16 Welcome to the UT R E C H T A P R I L 1 9
- 2. #socialselling16 Paul Terry Head ofEnterprise SMB Sales LinkedIn Sales Solutions
- 4. #socialselling16 +124M NAMER +132M EMEA +57M LATAM +85M APAC LinkedIn has 414Million members across the world
- 5. LinkedIn has 414Million members across the world 6M+ Netherlands #socialselling16
- 6. LinkedIn has 414Million members across the world NETHERLANDS 6M+ 1.3M Decision makers on LinkedIn 177.1K Company Pages on LinkedIn 19% Enterprise 29% Mid-Market 52% SMB
- 7. Influence every relationshipdriven sale for our customers
- 8. Relationships are foundationalfor sales success Paul Company A Company B Company C #socialselling16
- 9. The buyer’s processhas changed 5.4 75of B2B buyers now use social media to be more informed on vendors % 90of decision makers say they never respond to cold outreach % people are now involved in the average B2B buying decision #socialselling16
- 10. Agenda #socialselling16 9:30am Welcome andOverview 9:40am Social Selling: How to Unlock CompetitiveAdvantage 10:10am Hallmarks of a Social Seller 10:40am Customer Panel 11:30am Networking Join The Conversation: #socialselling16
- 11. #socialselling16 Kevin Scott Head ofSales Solutions, EMEA, LinkedIn SOCIAL SELLING How to unlock competitive advantage
- 12. Thomas Bell President, LinneanSociety of London “The year which as passed has not been marked by any of those striking discoveries...”
- 13. “Everyone’s always askingme when Apple will come out with a cell phone. My answer is ‘Probably never.’” David Pogue Tech Columnist, New York Times
- 14. ??? “Zuckerberg is anidiot! I can’t believe he turned down Yahoo for 1 billion dollars.”
- 15. Mike Derezin “Zuckerberg isan idiot! I can’t believe he turned down Yahoo for 1 billion dollars.”
- 17.
- 18. AdvantageCompetitive S U ST A I N A B L E #socialselling16
- 19. Rita Gunther McGrath TheEnd of Competitive Advantage
- 20. "To win involatile and uncertain environments, executives need to learn how to exploit short-lived opportunities with speed and decisiveness.”
- 21.
- 22. by Geoffrey Moore Crossingthe Chasm
- 23. The Chasm Early Majority LateMajority LaggardsInnovators and Early Adopters
- 24. The Chasm Early Majority LateMajority LaggardsInnovators and Early Adopters HIGH RISK NO RISK
- 25. The Chasm HIGH RISK NO RISK HIGH REWARD NO REWARD Early Majority LateMajority LaggardsInnovators and Early Adopters
- 26. The Chasm Early Majority LateMajority LaggardsInnovators and Early Adopters The World Wide Web ‘94-’95 ‘96-’98 ’99-’00 ’00+
- 27. The Chasm Early Majority LateMajority LaggardsInnovators and Early Adopters ‘94-’95 ‘96-’98 ’99-’00 ’00+ $182 BILLION $437 BILLION The World Wide Web
- 28. The Chasm Early Majority LateMajority LaggardsInnovators and Early Adopters Social Recruiting ‘07-’10 ‘11-’13 ’14-’16 ’17+
- 29. Social Recruiting Hero Head ofGlobal Talent Acquisition, SABMiller "I saw the opportunity in direct sourcing through LinkedIn. I knew it was the future, but had to move quickly to lock-in as many gains as possible before the rest of the world caught on."
- 30. Head of GlobalTalent Acquisition, SABMiller "I've helped save SABMiller about $7-10M annually by shifting to direct sourcing and LinkedIn Recruiter."Social Recruiting Hero
- 31. The Chasm Early Majority LateMajority LaggardsInnovators and Early Adopters Social Selling ‘12-’14 ’18-’19 ’20+‘15 ’16-’17
- 32. Social SellingIndex (SSI) Createa professional brand Find the right people Engagewith insights Build strong relationships
- 33. SSI leaders create 45%more opportunitiesper quarter than SSI laggards. more opportunities SSI leaders are 51% more likelyto hit quota than SSI laggards. more likely to hit quota Based on a global study LinkedIn ran in Q4 2013 of Q3 performance for reps focused on new business and reps focused on existing business. Respondents reported performance; they were matched to their LinkedIn profiles to understand their SSI.SSI leaders have an SSI > 70; SSI laggards have an SSI < 30 Why is Social Selling important?
- 34. Laggards 1000 20 4060 80 Social Selling Index (SSI) Leaders
- 35. 1000 20 4060 80 Social Selling Index (SSI) 28.5 2016 12.2 2012
- 36. 1000 20 4060 80 Social Selling Index (SSI) The Chasm Early Majority Late Majority LaggardsInnovators and Early Adopters ‘12-’14 ’18-’19 ’20+‘15 ’16-’17 28.5 2016 12.2 2012
- 37. 29.9 NAMER 21.0 LATAM 24.9 APAC 28.3 EMEA We can lookat SSI by region 32.6 NETHERLANDS
- 38. The average DutchSSI has increased 10% over the last year Source: LinkedIn Internal Data The charts above represents a regional view of SSI. Because the LinkedIn "Sales Definition" (who constitutes as a sales person) changes, we only display a time series view of SSI formembers who were deemed as Sales Professionals back in January 2015. By doing this we are comparing apples to apples and are able to truly measure growth in SSI. +10% 29.6 30.3 30.3 30.4 30.7 31.3 30.3 30.8 32.0 32.3 32.4 31.2 32.6
- 39. Source:LinkedInInternalData – January& December2016 1.4 2.1 3.5 2.7 3.2 2.7 2.6 2.8 1.9 4.1 0 20 40 60 Government/Education/Non-profit Healthcare & Pharmaceutical Retail & Consumer Products Manufacturing/Industrial Aero/Auto/Engineering Oil & Energy Financial Services & Insurance Professional Services Staffing Tech, Telecom & Media Growth in SSI January ’15 – Dec’15= Some sectors are adopting Social Selling faster than others
- 40. Which Enterprise companiesin the room are winning at Social Selling? Source: LinkedIn Internal Data 1 47.9 3 41.1 4 33.9 5 33.7 2 43.9
- 41. Which SMB companiesin the room are winning at Social Selling? Source: LinkedIn Internal Data 1 96.2 3 67.8 4 65.2 5 63.7 2 81.3
- 42. Top Social Sellersin the room 5 Saylesh Casper Sales Manager,EclectiC InternationalConsulting 89.7 4 Reggy Mortier Director Market Creation, Barco 89.8 3 Jan Willem Alphenaar Trainer,SocialMedia Academy 92.5 2 Richard van der Blom Interim Manager, Just Connecting 93.8 1 Perry van Beek Founder, Social.one 96.2 Source:LinkedInInternalData 16
- 43. How can you seizethe opportunity? MeasurementEducationExecutive Alignment
- 44. How can you seizethe opportunity? MeasurementEducationExecutive Alignment Social Selling Heroes
- 45. Executive Alignment MeasurementEducation SocialSelling Heroes
- 46. VP Global SalesEnablement and Programs, PTC "Our corporate strategy is enabling smart connected products for competitive differentiation. Our team personalized it to get executive alignment - social selling is smart connected reps for competitive differentiation." Executive Alignment
- 47. VP Global SalesEnablement and Programs, PTC "We've seen greater than a 50x ROI with Sales Navigator - measured in either revenue attained or pipeline."Executive Alignment
- 48. Education Senior Director, GCOSales Tools and Technology, SAP "Social selling is the biggest single change to the SAP sales strategy in the last 10 years by an order of magnitude."
- 49. Education Senior Director, GCOSales Tools and Technology, SAP "I was going to be either the hero or villain. Someone has to take a risk to make things happen."
- 50. Education Senior Director, GCOSales Tools and Technology, SAP "We have seen massive ROI. I just learned of a half million dollar deal in Asia Pacific where a prospect reached out to our SAP rep through LinkedIn."
- 51. Education Senior Director, GCOSales Tools and Technology, SAP "You have to customize the training, embed it in your overall training, and make sure to focus on middle managers."
- 52. Measurement Senior Social MediaManager – EMEA, Symantec “Measuring our social selling is critical to justifying our ROI. SSI is at the core of what we do.”
- 53. Senior Social MediaManager – EMEA, Symantec "We always combine SSI with actionable intelligence. If you only provide data it is just another number, it won’t change the mindset.You have to tell teams what specific actions to take." Measurement
- 54. Measurement Senior Social MediaManager – EMEA, Symantec "We always combine SSI with actionable intelligence. If you only provide data it is just another number, it won’t change the mindset.You have to tell teams what specific actions to take."
- 55. The Chasm Early Majority LateMajority LaggardsInnovators and Early Adopters Social Selling Heroes Executive Alignment MeasurementEducation
- 56. “The tipping pointis that magic moment when an idea, trend, or social behaviour crosses a threshold, tips, and spreads like wildfire.” M A L C O L M G L A D W E L L - T H E T I P P I N G P O I N T
- 57. #socialselling16 Kevin Ryan Head ofMarketing, EMEA LinkedIn Sales Solutions SOCIAL SELLING Hallmarks of a Social Seller
- 63. It’s not personal…it’sbusiness It’s all personal #socialselling16
- 64. Unique Journey Verification Warm Intro GenericProcess Discovery Cold Call
- 65.
- 66.
- 67. 67% of marketersthink intent data will help them gain a competitive edge. #socialselling16
- 68. Only 46% ofcompanies use intent data to target companies that are ready to buy. #socialselling16
- 69. Target based oninterest and intent 90% Universe of Potential Customers 45% Target Prospects INTEREST INTENTINTEREST
- 70. Paul Lewis Global SocialMedia Marketing Manager, Pitney Bowes “I use Sales Navigator to target leads and get triggers based on significant events such as an acquisition or promotion.” #socialselling16
- 71.
- 72. Top performers spend25% more time on research and preparation. #socialselling16
- 73. Understand buyers andtheir process Vs.
- 74. Nada Khan Territory Manager(MENA), LinkedIn Sales Solutions “Through my network, I was able to get detailed information about the buying process in one of my key accounts.” #socialselling16
- 75.
- 76. Indispensable sales and marketingpros send 148% more connection requests and share 23% more content #socialselling16
- 77. Alex Favela Sales DevelopmentRepresentative, SugarCRM “I sent the CTO of TIAA-CREF an Inmail referencing his LinkedIn post and our disruptor pitch. He sent me to someone who took a meeting.” #socialselling16
- 78. Murtaza Munir Director, NewBusiness Development, Active International “I tailor each message based on what I learn from content individuals have published. That’s how I recently closed a $1M deal” #socialselling16
- 79. To be indispensable,focus on the right signals Signal Intent Interest Website visit Pages viewed Call to action (CTA) response Job change Hiring activity Content sharing Social comments People connections INTEREST INTENT Social Signals
- 80. Target • Receive dailylead recommendations • Use advanced search to identify prospects • Get alerts that signal intent to buy • Analyse profile and social activity data • Connect via warm introductions and InMail • Deliver relevant content at the right time Act Understand LinkedIn Sales SolutionsLinkedIn Sales Solutions
- 81. Relevant news LinkedIn’s network data Youraccounts, leads & preferences Sales Navigator makes it simple to establish and grow relationships with your prospects and customers Sales Navigator
- 82. 890 181467 AVG connection perrep AVG connection with teamlink 204X More connections Source:LinkedInInternalData – January2016 Sales Navigator is extending the network of reps It would extend the network of each attendee by…
- 83.
- 84. #socialselling16 Cindy Taphoorn Relationship Manager LinkedInSales Solutions Bjorn Moonen Social Selling Program Manager KPN Roel Haanappel Global Marketing Specialist Unit 4 Thomas Eterman District Director ING PANEL Your next steps to social selling success
- 85. #socialselling16 How do youmake social selling and Sales Navigator part of the everyday?
- 86. #socialselling16 What challenges didyou come across and how did you address them?
- 87. #socialselling16 How do youmeasure success and what results have you seen?
- 88.
- 89. #socialselling16 Paul Terry Head ofEnterprise SMB Sales LinkedIn Sales Solutions C LOS I N G R E M A R K S