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“Engaging in Social Selling” Koka Sexton Sr. Social Marketing Manager, LinkedIn презентация
Содержание
- 1. “Engaging in Social Selling” Koka Sexton Sr. Social Marketing Manager, LinkedIn
- 2. You are the CEO of ME Inc.
- 5. “Visibility creates opportunities.”
- 6. Marketing & sales working together, complementing each
- 7. Marketing & Sales – The Old Paradigm
- 8. Marketing & Sales – A New Paradigm
- 9. Change your philosophy The only true wisdom is in knowing you know nothing. - Socrates
- 10. Social buying: Leveraging professional networks for buying support to increase confidence in decision-making
- 11. Source: IDC White Paper Sponsored by LinkedIn,
- 12. Average spend of non-social buyers Average
- 13. Social buyers also make 61% more purchases
- 14. And social buyers have a higher level
- 15. Sales professionals can partner more effectively with
- 16. B2B Purchasers- Likelihood to Engage We
- 17. Buyers have 22X more favorable impression
- 18. Leverage Relationships From serendipity to science Science? or Serendipity Science? or
- 19. Definition of Social Selling Leveraging your professional
- 20. SSI leaders are 51% more likely
- 21. Companies should be empowering and enabling their teams to be successful.
- 22. Think like a publisher Turn your employee’s into the distributors
- 23. Add Rich Media to Employee Profiles Leverage
- 24. Use your status updates to promote your network
- 25. Use your status updates to inform
- 26. Your network Is your business.
- 27. Sales reps that that exceed quota have
- 28. Lessons Learned You are the CEO of
Слайд 6Marketing & sales working together, complementing each other’s efforts,
to listen to
& engage with prospects using social media & networks to generate leads & execute sales.
Social marketing & selling
Social Marketing
Social Selling
Слайд 7Marketing & Sales – The Old Paradigm
1:M
1:1
Marketing Team
Sales Team
Awareness
Trust
Brand
Connection
Buyer’s Journey
Слайд 8Marketing & Sales – A New Paradigm
1:M
1:F
1:1
Marketing
Smarketing
Nurturing
Selling
Awareness
Knowledge
Trust
Brand
Content
Connection
Marketing Team
Sales Team
Buyer’s Journey
Слайд 10Social buying:
Leveraging professional networks for buying support to increase confidence
in decision-making
Слайд 11Source: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social
Selling:
How Trusted Networks Improve the Purchase Experience" #247829, April 2014
For all respondents, n = 760
How Trusted Networks Improve the Purchase Experience" #247829, April 2014
For all respondents, n = 760
of C-Level and VP-level buyers use social media for B2B purchase decisions
Social buying is widely practiced among B2B decision makers, especially C-level and VP-level executives
of all buyers use social media for B2B purchase decisions
Слайд 12Average spend of
non-social buyers
Average spend of social buyers
Compared with other
B2B buyers, buyers who use social media for purchasing spend 84% more per purchase
Source: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social Selling:
How Trusted Networks Improve the Purchase Experience" #247829, April 2014
For all respondents, n = 760
Слайд 13Social buyers also make 61% more purchases on average than buyers
who don’t use social
# of purchases made by non-social buyers
# of purchases made by social buyers
Source: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social Selling:
How Trusted Networks Improve the Purchase Experience" #247829, April 2014
For all respondents, n = 760
Слайд 14And social buyers have a higher level of company influence than
purchasers who do not use social media
Source: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social Selling:
How Trusted Networks Improve the Purchase Experience" #247829, April 2014
For all respondents, n = 760
of non-social buyers make purchases for their entire company, business unit, or multiple departments
of social buyers make purchases for their entire company, business unit, or multiple departments
Слайд 15Sales professionals can partner more effectively with social buyers by increasing
social proximity, presence, and capital
Social proximity
Grow social networks and contribute to conversations.
Social presence
Manage a professional identity that is credible, authentic, accurate, information-rich, and service oriented.
Social capital
Do your social homework to ensure relevancy before you reach out and facilitate peer-to-peer recommendations.
Слайд 16B2B Purchasers- Likelihood to Engage
We refer to engage as setting
aside time to understand how this sales professional’s service or product would meet your business needs (i.e. responding to their outreach or accepting a meeting invitation). How likely are you to engage with this person if they…?
5X
5X
5X
4X
3.7X
More likely to engage vs. cold outreach
Слайд 17
Buyers have 22X more favorable impression if sales professionals are introduced
vs. if they reach out cold.
92% of B2B buyers would be more likely to engage with sales professionals who are known thought leaders in the industry.
92% of B2B buyers would be more likely to engage with sales professionals who are known thought leaders in the industry.
85% of B2B buyers have a better impression of sales professionals who provide insights or knowledge.
86% of B2B Buyers engage with sales professionals if they provide insights or knowledge about the industry.
#1 reason why B2B buyers don’t engage with sales professionals is because their product or service is not relevant to their company.
B2B buyers are 4X more likely to engage if a sales professional is informed of the buyer’s role in the company.
Слайд 19Definition of Social Selling
Leveraging your professional brand to fill your pipeline
with the right people, insights and relationships.
Слайд 20SSI leaders are 51% more likely to hit quota than SSI
laggards.
45%
more opportunities
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?
Слайд 23Add Rich Media to Employee Profiles
Leverage your employee’s profiles to distribute
content.
Initially sent in batches
Incremental updates as needed
Initially sent in batches
Incremental updates as needed
Слайд 27Sales reps that that exceed quota have their updates engaged 98%
more than laggards
39%
more engagement
98%
Engagements received
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 sharing is important?
Слайд 28Lessons Learned
You are the CEO of ME Inc.
Buyers are using social
media to make decisions
Social Selling is about building relationships
Educate your connections
Social Selling is about building relationships
Educate your connections
