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@vernonbubb
Vernon Bubb
Head of Enterprise Sales EMEA
LinkedIn Sales Solutions
Association of Professional Sales
Annual Conference 2016
A New Era of Differentiation
Vernon Bubb, LinkedIn, Association of Sales Professionals - Annual Conference 2016
+124M
NAMER
+132M
EMEA
+57M
LATIN AMERICA
+85M
APAC
LinkedIn has 433 Million members across the world
LinkedIn has 433 Million members across the world
20M
United Kingdom
LinkedIn has 433 Million members across the world
United Kingdom
20M+
4.8M
Decision makers on LinkedIn
722.1K
Company Pages on LinkedIn
25%
Enterprise
25%
Mid-Market
51%
SMB
Influence every relationship driven
sale for our customers
#socialselling16
The buyer’s process has 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
Vernon Bubb, LinkedIn, Association of Sales Professionals - Annual Conference 2016
Vernon Bubb, LinkedIn, Association of Sales Professionals - Annual Conference 2016
It’s not personal…it’s businessIt’s all personal
Unique Journey
Verification
Warm Intro
Generic Process
Discovery
Cold Call
400M+ Members
Interests
Intentions
Methods
Sales Navigator
Target
Understand
Act
Act
Understand
Target
67% of marketers think intent
data will help them gain a
competitive edge.
Only 46% of companies use
intent data to target companies
that are ready to buy.
Target based on interest and intent
90%
Universe of
Potential Customers
46%
Target Prospects
INTEREST INTENTINTEREST
Paul Lewis
Global Social Media Marketing Manager, Pitney Bowes
“I use Sales Navigator to target leads and
get triggers based on significant events
such as an acquisition or promotion.”
Act
Understand
Target
Top performers spend 25% more
time on research and
preparation.
Understand buyers and their process
Vs.
Act
Understand
Target
Top sales and marketing pros
send 148% more connection
requests and share 23% more
content
Influence every stakeholder
Vs.
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
Target
• Receive daily lead 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
AdvantageCompetitive
SUSTAINABLE
Rita Gunther McGrath
The End of
Competitive Advantage
"To win in volatile and uncertain
environments, executives need to learn
how to exploit short-lived opportunities
with speed and decisiveness.”
AdvantageCompetitive
TRANSIENT
by Geoffrey Moore
Crossing the Chasm
The
Chasm
Early Majority Late Majority LaggardsInnovators and Early Adopters
The
Chasm
Early Majority Late Majority LaggardsInnovators and Early Adopters
HIGH
RISK
NO
RISK
The
Chasm
HIGH
RISK
NO
RISK
HIGH
REWARD
NO
REWARD
Early Majority Late Majority LaggardsInnovators and Early Adopters
The
Chasm
Early Majority Late Majority LaggardsInnovators and Early Adopters
Social Recruiting
‘07-’10 ‘11-’13 ’14-’16 ’17+
Social Recruiting
Hero
Jennifer Candee
Head of Global 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."
Jennifer Candee
Head of Global Talent Acquisition, SABMiller
"I've helped save SABMiller
about $7-10M annually by shifting
to direct sourcing and LinkedIn
Recruiter."Social Recruiting
Hero
The
Chasm
Early Majority Late Majority LaggardsInnovators and Early Adopters
Social Selling
‘12-’14 ’18-’19 ’20+‘15 ’16-’17
Social Selling Index (SSI)
Create a
professional brand
Find the
right people
Engage with
insights
Build strong
relationships
Connecting
Prospecting
Relationships
Data from 10/1/2015– 1/1/2016
Decision Makers (DMs) are Manager Level+ (Manager, Director, VP, CXO, Partner, Owner) across all functions
Social Selling is adding value at every step
of the sales cycle in the United Kingdom
40.5x
More DM profile viewed
UK Top Social Sellers vs. the laggards in the last 3 months
14.3x
More profile views received
from DMs
28.8x
More connection requests sent*
12.9x
More new connections
14.2x
More new DM connections
*Connection requests sent indicate requests sent to all LI Users
Top Social Sellers have a SSI of >70, Less Social a SSI of <30
SSI leaders create
45% more opportunities per
quarter than SSI laggards.
45%
more opportunities
SSI leaders are
51% more likely to hit
quota than SSI laggards.
51%
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?
Laggards
1000 20 40 60 80
Social Selling Index (SSI)
Leaders
1000 20 40 60 80
Social Selling Index (SSI)
28.5
2016
12.2
2012
1000 20 40 60 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
29.9
NAMER
21.0
LATAM
24.9
APAC
28.3
EMEA
We can look at SSI by region
31.0
United Kingdom
The average United Kingdom SSI has increased
16% 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 for members 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.
+16%
Source: LinkedIn Internal Data –
January & December 2016
Some sectors are taking the lead in Social Selling
Growth in SSI
January ’15 – Dec’15 =
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
Source: LinkedIn Internal Data – January 2016
Avg SSI
of Sales Navigator Users
January 2016
59.3AVG Pre SSI
of Sales Navigator Users
pre licence deployment
47.9
Sales Navigator has fundamentally improved Social Selling Behavior
across all United Kingdom Sales Navigator Users
5X
More connections
Source: LinkedIn Internal Data – January 2016
Sales Navigator is extending the network of reps
It can extend your network by…
How can you
seize the opportunity?
MeasurementEducationExecutive Alignment
MeasurementEducationExecutive Alignment
Social Selling Heroes
Mark Tefekis
VP Global Sales Enablement 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
Mark Tefekis
VP Global Sales Enablement and Programs, PTC
"We've seen greater than a 50x ROI
with Sales Navigator - measured in
either revenue attained or pipeline."Executive Alignment
Executive AlignmentEducation
Mark Tefekis
VP Global Sales Enablement and Programs, PTC
"We've seen greater than a 50x ROI
with Sales Navigator - measured in
either revenue attained or pipeline."
Phil Lurie
Senior Director, GCO Sales Tools and Technology, SAP
Education
Phil Lurie
Senior Director, GCO Sales 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."
Phil LurieFernanda Gurgel
Education
Senior Director, GCO Sales 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."
Measurement
Senior Social Media Manager – EMEA, Symantec
“Measuring our social selling is
critical to justifying our ROI. SSI
is at the core of what we do.”
Fernanda Gurgel
Senior Social Media Manager – 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
MeasurementExecutive Alignment Education
“The tipping point is that magic moment when
an idea, trend, or social behaviour crosses a
threshold, tips, and spreads like wildfire.”
MALCOLM GLADWELL- THE TIPPING POINT

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Vernon Bubb, LinkedIn, Association of Sales Professionals - Annual Conference 2016

  • 1. @vernonbubb Vernon Bubb Head of Enterprise Sales EMEA LinkedIn Sales Solutions Association of Professional Sales Annual Conference 2016 A New Era of Differentiation
  • 4. LinkedIn has 433 Million members across the world 20M United Kingdom
  • 5. LinkedIn has 433 Million members across the world United Kingdom 20M+ 4.8M Decision makers on LinkedIn 722.1K Company Pages on LinkedIn 25% Enterprise 25% Mid-Market 51% SMB
  • 6. Influence every relationship driven sale for our customers #socialselling16
  • 7. The buyer’s process has 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
  • 10. It’s not personal…it’s businessIt’s all personal
  • 11. Unique Journey Verification Warm Intro Generic Process Discovery Cold Call
  • 14. 67% of marketers think intent data will help them gain a competitive edge.
  • 15. Only 46% of companies use intent data to target companies that are ready to buy.
  • 16. Target based on interest and intent 90% Universe of Potential Customers 46% Target Prospects INTEREST INTENTINTEREST
  • 17. Paul Lewis Global Social Media Marketing Manager, Pitney Bowes “I use Sales Navigator to target leads and get triggers based on significant events such as an acquisition or promotion.”
  • 19. Top performers spend 25% more time on research and preparation.
  • 20. Understand buyers and their process Vs.
  • 22. Top sales and marketing pros send 148% more connection requests and share 23% more content
  • 24. 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
  • 25. Target • Receive daily lead 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
  • 27. Rita Gunther McGrath The End of Competitive Advantage
  • 28. "To win in volatile and uncertain environments, executives need to learn how to exploit short-lived opportunities with speed and decisiveness.”
  • 31. The Chasm Early Majority Late Majority LaggardsInnovators and Early Adopters
  • 32. The Chasm Early Majority Late Majority LaggardsInnovators and Early Adopters HIGH RISK NO RISK
  • 33. The Chasm HIGH RISK NO RISK HIGH REWARD NO REWARD Early Majority Late Majority LaggardsInnovators and Early Adopters
  • 34. The Chasm Early Majority Late Majority LaggardsInnovators and Early Adopters Social Recruiting ‘07-’10 ‘11-’13 ’14-’16 ’17+
  • 35. Social Recruiting Hero Jennifer Candee Head of Global 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."
  • 36. Jennifer Candee Head of Global Talent Acquisition, SABMiller "I've helped save SABMiller about $7-10M annually by shifting to direct sourcing and LinkedIn Recruiter."Social Recruiting Hero
  • 37. The Chasm Early Majority Late Majority LaggardsInnovators and Early Adopters Social Selling ‘12-’14 ’18-’19 ’20+‘15 ’16-’17
  • 38. Social Selling Index (SSI) Create a professional brand Find the right people Engage with insights Build strong relationships
  • 39. Connecting Prospecting Relationships Data from 10/1/2015– 1/1/2016 Decision Makers (DMs) are Manager Level+ (Manager, Director, VP, CXO, Partner, Owner) across all functions Social Selling is adding value at every step of the sales cycle in the United Kingdom 40.5x More DM profile viewed UK Top Social Sellers vs. the laggards in the last 3 months 14.3x More profile views received from DMs 28.8x More connection requests sent* 12.9x More new connections 14.2x More new DM connections *Connection requests sent indicate requests sent to all LI Users Top Social Sellers have a SSI of >70, Less Social a SSI of <30
  • 40. SSI leaders create 45% more opportunities per quarter than SSI laggards. 45% more opportunities SSI leaders are 51% more likely to hit quota than SSI laggards. 51% 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?
  • 41. Laggards 1000 20 40 60 80 Social Selling Index (SSI) Leaders
  • 42. 1000 20 40 60 80 Social Selling Index (SSI) 28.5 2016 12.2 2012
  • 43. 1000 20 40 60 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
  • 44. 29.9 NAMER 21.0 LATAM 24.9 APAC 28.3 EMEA We can look at SSI by region 31.0 United Kingdom
  • 45. The average United Kingdom SSI has increased 16% 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 for members 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. +16%
  • 46. Source: LinkedIn Internal Data – January & December 2016 Some sectors are taking the lead in Social Selling Growth in SSI January ’15 – Dec’15 =
  • 47. 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
  • 48. Source: LinkedIn Internal Data – January 2016 Avg SSI of Sales Navigator Users January 2016 59.3AVG Pre SSI of Sales Navigator Users pre licence deployment 47.9 Sales Navigator has fundamentally improved Social Selling Behavior across all United Kingdom Sales Navigator Users
  • 49. 5X More connections Source: LinkedIn Internal Data – January 2016 Sales Navigator is extending the network of reps It can extend your network by…
  • 50. How can you seize the opportunity? MeasurementEducationExecutive Alignment
  • 52. Mark Tefekis VP Global Sales Enablement 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
  • 53. Mark Tefekis VP Global Sales Enablement and Programs, PTC "We've seen greater than a 50x ROI with Sales Navigator - measured in either revenue attained or pipeline."Executive Alignment
  • 54. Executive AlignmentEducation Mark Tefekis VP Global Sales Enablement and Programs, PTC "We've seen greater than a 50x ROI with Sales Navigator - measured in either revenue attained or pipeline." Phil Lurie Senior Director, GCO Sales Tools and Technology, SAP
  • 55. Education Phil Lurie Senior Director, GCO Sales 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."
  • 56. Phil LurieFernanda Gurgel Education Senior Director, GCO Sales 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." Measurement Senior Social Media Manager – EMEA, Symantec “Measuring our social selling is critical to justifying our ROI. SSI is at the core of what we do.”
  • 57. Fernanda Gurgel Senior Social Media Manager – 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
  • 59. “The tipping point is that magic moment when an idea, trend, or social behaviour crosses a threshold, tips, and spreads like wildfire.” MALCOLM GLADWELL- THE TIPPING POINT