Esitykseni B2B Myynti ja Markkinointi 2016 tilaisuudessa 1.12.2015 aiheena: Social Selling: Supermyyjä hyödyntää sisällöt ja myy somessa

1. Supermyyjä
hyödyntää sisällöt ja
myy somessa
@anttipietila
Antti Pietilä, CEO, Loyalistic Ltd

2. Ostokäyttäytyminen on muuttunut. Miksi myynti ei
ole?

3. Myyntijohtajan märkä uni on
edelleenkin soittotehdas

4. Outbound Inbound
Lead Target group Need & Interest
Initiative Cold Call: disrupt & disturb Need driven
Information delivery Meetings, email, phone (sales controls) Blogs, ebooks (customer controls)
Availability Available, but offline Unavailable, but online
Communication Channels Phone, Email LinkedIn, Facebook, Twitter, WhatsApp, Blogs,
YouTube...
Content offered vs. required Sales Pitch Valuable Information
Service offered vs. required At a desk, during business hours Anywhere, anytime
Who influences? Competitors Friends, Influencers
Process and who owns it? Sales (we own) Purchase (customer owns)
Sales Customer

5. “Jos neuvotteluhuoneen
ovella olisi jono
asiakkaita, joilla olisi
meille sopiva tarve,
saisimme todella paljon
kauppaa.”
Erkki Tuomi / Pro Growth

6. Build your professional network
✓ Find and engage with leads &
influencers
✓ Provide value (sharing)
✓ Be active (interact)
✓ Build professional yet personal brand
(curation)
✓ Understand customers (listening,
intelligence)
Know when they shouldn’t be reached
Reach when they cannot be reached
Demonstrate expertise
✓ Provide value before asking
✓ Capture leads
✓ Be found
✓ Nurture to the next level
Content Social

7. New
customers
Repeat
customers
Social
Search
PR
Events
Visitors
Leads
Sales-ready
leads Trial/Initial
purchase
Full
potential
Customer SuccessAcquisition
Conversion
Inside Sales (SME)
Content Factory
Corporate & Enterprise Sales
Nurture NurtureNurture Nurture Nurture Nurture
Virality Loop
INBOUND SALES MODEL
Blog
Landing
pages
Web SiteDownloadable
Content
© 2014 Loyalistic Oy, Antti Pietilä
Recommends
Gamification & Rewards
MaximumCustomer
Value
Onboarding
Renewal
Repurchase
Up & Cross-
selling
Advocate
Growth Hacking

8. Social Networking is ... lot like Networking

9. CONTENT CURATION WORKFLOW
Feedly
BLOGS & NEWS
15 min per day
news readers apps
“read it later” app
note keeping app

10. Twitter
For expanding network
Especially influencers,
journalists, partners, new
markets...

11. Best for leveraging your business
network
Will it replace CRM?

12. Facebook
Friends and acquaintances
Best for building closer, more
personal relationships.
Great for communications

13. Polku liidiksi
Blog post Landing Page Thank you -page
Thank you -email
Your Premium
Content
Call-To-Action button
1st nurture email
2nd nurture
email
3rd nurture email
day 1 day 3 day 5

14. Vinkkejä johdolle
✓ Kasvu syntyy minimoimalla CAC ja maksimoi CLV
✓ Asiantuntijat tapaamisista sisällöntuotantoon
✓ Fokus inboundin luomiseen. Se on Suomessa vielä helppoa.
✓ Myyjät someen ja sisältöä jakamaan. Siellä ne asiakkaatkin
ovat.
✓ Ole itse puhemies somessa, sisällössä, lavalla.

15. KIITOS!
Antti.Pietila@loyalistic.com
050 500 2300
@anttipietila
howtobe.loyalistic.com