1. Engaging in Social SellingKoka SextonSr. Social Marketing Manager, LinkedIn#CMWorldHow to Plan, Develop & OptimizeA Content Marketing Program for Tech

2. #CMWorldYou are the CEO of 3. #CMWorld 4. #CMWorld 5. #CMWorldVisibility creates opportunities. 6. #CMWorldSocial marketing & sellingMarketing & sales working together,complementing each others efforts,to listen to & engage with prospects usingsocial media & networks to generate leads& execute sales.Social MarketingSocial Selling 7. #CMWorldMarketing & Sales The Old Paradigm1:M 1:1Marketing Team Sales TeamAwareness TrustBrand ConnectionBuyers Journey 8. #CMWorldMarketing & Sales A New Paradigm1:M1:F1:1MarketingSmarketingNurturing SellingMarketing Team Sales TeamAwareness Knowledge TrustBrand Content ConnectionBuyers Journey 9. #CMWorldChange your philosophyThe only true wisdom isin knowing you knownothing. - Socrates 10. #CMWorldSocial buying:Leveraging professional networks forbuying support to increase confidence indecision-making 11. Social buying is widely practiced among B2B decisionmakers, especially C-level and VP-level executives#CMWorldof C-Level and VP-level buyers usesocial media for B2B purchase decisionsof all buyers use social media forB2B purchase decisionsSource: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social Selling:How Trusted Networks Improve the Purchase Experience" #247829, April 2014For all respondents, n = 760 12. Compared with other B2B buyers, buyers who use socialmedia for purchasing spend 84% more per purchase#CMWorldAverage spend ofnon-social buyersAverage spend ofsocial buyersSource: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social Selling:How Trusted Networks Improve the Purchase Experience" #247829, April 2014For all respondents, n = 760 13. Social buyers also make 61% more purchases on averagethan buyers who dont use social#CMWorld# of purchases madeby non-social buyers# of purchases madeby social buyersSource: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social Selling:How Trusted Networks Improve the Purchase Experience" #247829, April 2014For all respondents, n = 760 14. And social buyers have a higher level of company influencethan purchasers who do not use social media#CMWorldof non-social buyers makepurchases for their entirecompany, business unit, ormultiple departmentsof social buyers make purchases fortheir entire company, business unit, ormultiple departmentsSource: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social Selling:How Trusted Networks Improve the Purchase Experience" #247829, April 2014For all respondents, n = 760 15. Sales professionals can partner more effectively with socialbuyers by increasing social proximity, presence, and capital#CMWorldSocial proximityGrow social networks andcontribute to conversations.Social presenceManage a professional identitythat is credible, authentic,accurate, information-rich, andservice oriented.Social capitalDo your social homework toensure relevancy before youreach out and facilitate peer-to-peer recommendations. 16. B2B Purchasers- Likelihood to Engage92%More likely to engage vs. coldoutreach#CMWorld5X5X5X4X3.7XDefinitely would engage Probably would engage17%69%63%88%86%0 20 40 60 80 100Known as a thought leader in their industryIntroduced through someone in professional networkProvide insights or knowledge about your businessAre informed of job within the companyHave a complete LinkedIn profileReach out coldWe refer to engage as setting aside time to understand how this sales professionals service or product would meet your businessneeds (i.e. responding to their outreach or accepting a meeting invitation). How likely are you to engage with this person if they? 17. #CMWorldTrustedby your prospectsand customersInformedon key updates atyour target accountsFocusedon the right peopleand companies Buyers have 22X morefavorable impression if salesprofessionals are introduced vs. ifthey reach out cold. 92% of B2B buyers would bemore likely to engage with salesprofessionals who are knownthought leaders in the industry. 85% of B2B buyers have abetter impression of salesprofessionals who provideinsights or knowledge. 86% of B2B Buyers engagewith sales professionals if theyprovide insights or knowledgeabout the industry. #1 reason why B2B buyersdont engage with salesprofessionals is becausetheir product or service is notrelevant to their company. B2B buyers are 4X morelikely to engage if a salesprofessional is informed ofthe buyers role in thecompany. 18. #CMWorldLeverage RelationshipsFrom serendipity to scienceSerendipity oror SSccieiennccee?? 19. #CMWorldDefinition of Social SellingLeveraging your professional brand tofill your pipeline with the right people,insights and relationships. 20. #CMWorldWhy is social selling important?SSI leaders create45% more opportunities per quarterthan SSI laggards.SSI leaders are51% more likely to hit quotathan SSI laggards.45%more opportunities51%more likely to hit quota 21. Companies should be empowering andenabling their teams to be successful.#CMWorld 22. #CMWorldThink like a publisherTurn your employees into the distributors 23. Add Rich Media to Employee ProfilesLeverage your employees profilesto distribute content. Initially sent in batches Incremental updates as needed#CMWorld 24. Use your statusupdates to promoteyour network#CMWorld 25. Use your statusupdates to informyour network Industry news Relevant content Press Blogs Content#CMWorld 26. #CMWorldYour networkIs your business. 27. #CMWorldWhy sharing is important?Sales reps that exceed quota engage withprospects 39% more than laggardsSales reps that that exceed quota havetheir updates engaged 98% more thanlaggards39%more engagement98%Engagements receivedBased on a global study LinkedIn ran in Q4 2013 of Q3 performance for reps focused on new business and reps focused onexisting business. Respondents reported performance; they were matched to their LinkedIn profiles to understand their SSI.SSIleaders have an SSI > 70; SSI laggards have an SSI < 30 28. #CMWorldLessons 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