Post on 14-Apr-2017
transcript
Deconstructing Social Selling Strategy, Implementation & Measurement
Sara Cohen Customer Success Manager LinkedIn Sales Solutions
Amy McIlwain Financial Services Principal Hootsuite
Agenda
Integrating Social Media into your Sales Toolkit
Today’s Digital Buyer
Social Selling Defined
How to Frame and Implement Social Selling
Measuring the Success of Social Selling
1
2
3
4
5
Today’s Digital Buyer
The Times They Are a-Changin’
“
- Bob Dylan
5
Insights Show Times are Changing
SiriusDecisions
The greatest barrier for a sales person not achieving quota is from the lack of customer knowledge.
Buyers do not contact suppliers directly until 57% of the purchase process is complete
CEB Global
Demand Report
95% of B2B buyers chose the vendor that supplied relevant content throughout the sales process.
Customer Think
Social selling generates 40% more qualified leads & opportunities than cold calling.
Inside View
90% of prospects hit the delete button when receiving an email from someone they do not know
CSO Insights
Buyers do not contact suppliers directly until 57% of the purchase process is complete
70%+ of the decision making process is taking place without sales being engaged CEB Global
The Buying Process Today
Increasingly complex
Increasingly competitive
Increasingly social
7 Key influencers in B2B
buying decisions
75-90% B2B buyers are through
the buying process before reaching out to a
sales professional
75% B2B buyers use social networks to research
products
Social Selling Defined
Key Sales Navigator Features that Drive ROI
Search Insights InMail Find the right person or company
with advanced search filters
Buyers are 71% more likely to engage with a salesperson if
they mention relevant info
Stay up-to-date on the people and companies you care about
Reach prospects directly and accelerate your relationships
If you made a cold call, over 50% of B2B buyers would think less of you and your company
Reps who exceed quota perform 52% more people
searches per month
1 Create a professional brand
Find the right people
Engage with insights
Build strong relationships
2
3
4
Key Activities of Social Selling
What is LinkedIn’s Social Selling Index?
Gain visibility into your accounts
Uncover new opportunities
Benchmark yourself against peers and
competitors
First-of-its kind measure that measures your company’s adoption of social selling practices on LinkedIn
Social Sellers See More Success
45% 51% 78% Create more
opportunities More likely to achieve quota
Outsell peers who don’t use social media
Integrating Social Media into your Sales Toolkit
Social is The New Front Door: It’s where your prospects learn, seek, discover & decide
Brick and Mortar
Website Social
The Social Selling Organization
Build social presence via approved content
Linkedin Sales Navigator
Monitor & Engage with Prospects
Hootsuite Amplify
Hootsuite Enterprise
Find and Connect with
the Right Prospects at
the Right Time
“Before LinkedIn and other social networks, in the sales world, ABC stood for Always Be Closing. Now, ABC means Always Be Connecting, because your connections lead to your next lead and your next close”
Jill Rowley, Social Selling Evangelist
Benefits to Sales Reps
Discover buying signals from prospects
Understand market trends and industry objectives
Increase leads
Convert more leads
Improve win-rates
Establish as thought leader
Benefits to Sales Organizations
Increased qualification efficiency with better leads
Better relationships lead to more closed business
Drive Pipeline
Reduce customer acquisition costs
Increase LTV and deal size
Increase brand awareness through sales team
• Consolidates all social networks & online communities in one dashboard
• Collaborate between departments
• Filter out the noise through targeted streams
• Education on social media policies & guidelines
• Customized set-up for each sales rep
• Track and measure success with comprehensive analytics and funnel info back into your CRM
How Hootsuite Can Help with Social Selling
How to Frame and Implement a Social Selling Program
Awareness Education Accountability
Customer success framework
Social selling excellence:
Create awareness through Executive sponsorship
• Executive Education • Regular Executive Communications • Social Selling Newsletter • Executive Profile Reviews
• Learning Center • Sales Rep Education • Sales Manager Education • InStruct
Educate your organization with dedicated training resources
• Program Planning • Quarterly Business Reviews (QBRs) • Gamification • Metrics/ROI Tracking • Reinforcement Communications
Drive accountability through reinforcement and management
Marketing, Sales Operations, HR
Executive Sponsor(s) Senior Decision Maker(s)
Administrator(s) Sales Leader(s) / Manager(s)
Team Leader(s) / Buddy's (Optional)
C-level
Cross-functional departments
Find Your Champions Creating your guiding coalition
Executive Sponsorship Best Practices to Drive Success
Be active on LinkedIn; share, comment, post
Continue to send Executive
Communication messages
Ask to see summary reports of activity & progress
Recognizing and sharing wins from
the field
You can’t manage what you can’t measure
So measure it!
TRACK SUCCESS: ❖ Social Selling Index ❖ Sales Navigator Usage Reports ❖ CRM Tracking ❖ LinkedIn ROI Survey ❖ Success Stories SET A CADENCE: • Select 3-‐5 metrics you care about • Understand benchmarks • Decide cadence • Determine distribuFon list • Select owner to pull reports • Take acFon or recommended acFon
How Hootsuite Did It
Measuring the success of your social sales efforts
Walk Walk Fly Run
How Hootsuite Did It
Walk
• Health test to see if reps are posting, sharing and engaging more • Social Media Management Analytics (posting activity & follower growth)
Questions to Ask Yourself
● Are sales reps’ social profiles complete? ● Are sales reps confident using social media technology? ● Are sales reps getting into the routine of posting/sharing on social? ● Are posts/shares & follower growth trending upwards?
How Hootsuite Did It
Run
• Ensure sales reps are engaging with the right people and sharing the best performing content • Use team based UTM parameters & Ow.ly links to track leads back to specific social activities
Questions to Ask Yourself
● Are sales reps sharing the right content to the right people? ● Is team participation increasing overall or is it just a handful of social
advocates? ● Are links shared getting clicks and driving traffic/conversion? ● Is team performance increasingly driving more leads?
How Hootsuite Did It
Fly
• Track your individual sales reps performance and how social media activities impacted specific deals • Assign individual based CRM campaign IDs & UTM parameters to each rep
Questions to Ask Yourself
● How is each rep performing and who are the top performers? ● How much pipeline can be attributed to social media activities? ● What social activities drove leads influences closed deals and which
sales reps can be attributed?
Summary of Strategies for Success
Are reps sharing the right content?
Measure link clicks, web traffic and conversion metrics, leads
generated
Sales Org Maturity
Fly Run Walk
Are social activities impacting the bottom line?
Measure leads, pipeline, and social influence in CRM and marketing automation tools
Are reps confidently using social media?
Measure post volume and
cadence, fan/follower growth, profile completeness
Questions
©2014 LinkedIn Corporation. All Rights Reserved. ©2014 LinkedIn Corporation. All Rights Reserved.