The document discusses the evolution of the social buying process. It describes how sales and marketing have changed from door-to-door salesmen and CRM systems to utilizing social networks and data. Professionals now face challenges of personalization, tactical messaging, marketing automation, and lead delivery across various social platforms and databases. The presentation outlines the key stages in the social buying funnel from initial customer profiling to feedback and ROI analysis to close more sales opportunities.

1. The Evolution of the Social Buying Process
Scott Miller
President
Social123
Peter Gracey
Co-founder & COO
AG Salesworks
Jon Ferrara
Founder & CEO
Nimble
Atri Chatterjee
CMO
Act-On Software
Panelists
Social Selling Discussion with Experts from Act-On, Nimble,
Social123 and AG Salesworks
Follow the discussion on Twitter: #socialbuyer

2. Social Lead Generation
• Sales Representatives believe contact
data in LinkedIn is better than the
data inside of their CRM
85%
• Marketers plan to use Social Media
Data to drive marketing campaigns in
2013
78%
• Marketers want to add social data to
their customer data profile42%
#socialbuyer

3. Social Lead Generation
What is the name of your company
What is the name of the product you sell
What is the name of your primary competitor
What’s the name the competitor's product
To what industry do your sell
What are your industries big conferences
What are your Google Ad Words
Who are your biggest prospects / customers
#socialbuyer

4. Social Lead Generation

5. Social Lead Generation
First Name: Aaron
Last Name: Biddar
Location: Atlanta, GA
URL: social123.com
Self-Description: CEO @ Social123, Social Media know it all
Followers: 456

6. Social Lead Generation
What is your personal twitter handle
What is your corporate twitter handle
What is your competitor’s twitter handle
What association supports your customers?
What publications cover your customers?
"A business friend of a business friend is a potential friend of my business.”
#socialbuyer

7. www.act-on.com | @ActOnSoftware
Marketing Throughout the Customer Lifecycle
ACQUISITION
PROGRAMS
NURTURING
PROGRAMS
MARKETING TO
SALES HANDOFF
CUSTOMER
SUCCESS
PROGRAMS
Social
Webinars
Whitepapers
STAGESACTIVITIESSYSTEMS
LEADS
MQL
SQL &
OPPORTUNITIES
CUSTOMERS
ENGAGED
CUSTOMERS
ADVOCATE
& FAN
EXPANSION
Advocacy
Referrals
Increased Purchases
Implementation
Training
Usage

8. www.act-on.com | @ActOnSoftware
The Role of Social in Marketing Automation
• Intelligence about prospects & customers
• Static attributes  dynamic information
• Profile information that is actionable
• Source for advanced automation & nurturing
• Campaigns triggered on social responses (in addition to
email & web)
• Nurturing and scoring incorporates real-time nature of
social in the automation process
• Better collaboration between marketing and sales
• Timely information to sales based on immediate customer
needs

10. Professional
Networking

11. People walls say who they

15. Door to Door
Salesman

19. CRM Systems

20. Today:
All your data.
Automatically.
Before:
Some data.
Manually.

21. Customer
Engagement

22. The 5 E’s of Social
Business
• Educate with Content
• Enchant by being Relevant
• Engage with Authenticity
• Embrace with Intent
• Empower Your Customers

23. © 2012 AG Salesworks
Working Through The Social Funnel
The Evolution of the Social Buying Process

24. © 2012 AG Salesworks
The Challenges Professionals Face
24
Ideal
Customer
Profiling
Database
Management
Tactical
Outbound
Messaging
Email
Marketing
Automation
Fully
Qualified
Lead Delivery
Closed Loop
Feedback
ROI Analysis

25. © 2012 AG Salesworks
o Personalization
o Trigger Events
o Social Intelligence
25
Ideal
Customer
Profiling
Database
Management
Tactical
Outbound
Messaging
Email
Marketing
Automation
Fully Qualified
Lead Delivery
Closed Loop
Feedback
ROI Analysis
Tactical Outbound Messaging

26. © 2012 AG Salesworks
o Individual Instance
o Automation for
Telequalifying
o Incorporation of all
corporate campaigns
26
Ideal
Customer
Profiling
Database
Management
Tactical
Outbound
Messaging
Email
Marketing
Automation
Fully
Qualified
Lead Delivery
Closed Loop
Feedback
ROI Analysis
Email Marketing Automation

27. © 2012 AG Salesworks
Fully Qualified Lead Delivery
o Deep and Relevant Pain
o D-Maker or direct pass down
o Willingness to spend
o Scheduled conference call
27
Ideal
Customer
Profiling
Database
Management
Tactical
Outbound
Messaging
Email
Marketing
Automation
Fully Qualified
Lead Delivery
Closed Loop
Feedback
ROI Analysis

28. © 2012 AG Salesworks
Closed Loop Feedback
o Did the call occur?
• Goal = 70-90%
o Was your information valid?
• Goal = 90-100%
o Is there a next step in the
process?
• Goal = 80-90% Conversion
28
Ideal
Customer
Profiling
Database
Management
Tactical
Outbound
Messaging
Email
Marketing
Automation
Fully
Qualified
Lead Delivery
Closed Loop
Feedback
ROI Analysis

29. © 2012 AG Salesworks
ROI Analysis
o50x your original campaign
investment in Stage 1 Pipeline
oOver 50% to forecast
oClosed business
29
Ideal
Customer
Profiling
Database
Management
Tactical
Outbound
Messaging
Email
Marketing
Automation
Fully
Qualified
Lead Delivery
Closed Loop
Feedback
ROI
Analysis

30. Thank you for listening to
The Evolution of the Social Buying Process