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@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
How Marketing Can Make Social Media Easy for the B2B Sales Team
September 23rd, 2013
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
Agenda
1 Introductions
4 5
3 Finding The Right Platforms
2 Why Use Social Media for Sales? 7 Creating a Plan
9 Additional Resources
8 Taking Relationships Offline
6 How Marketing Can Make It Easy
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
• Marketing Manager, Venture Accelerator Partners
• B2B marketing and sales roles with TELUS and Microsoft Canada
Introductions
• Co-Founder, Venture Accelerator Partners
• 10 years at a Fortune 500 company in various sales, marketing, and leadership roles
Mark Elliott Sam Brennand • Outsourced sales,
marketing, and social media services for growing companies
• Worked with dozens of companies and driven millions of dollars in revenues
VA Partners
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
• Competitive intelligence
• Account management • Prospecting • Stay top of mind • Demonstrating subject
matter expertise
Why Use Social Media for Sales?
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
Where Do You Stand?
LinkedIn’s ‘Social Selling’ Spectrum:
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
• Where are your customers and partners?
• How do they like to get information?
• Don’t spread yourself too thin
• Maximize your ROI
Which Platform Works for You?
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
Why LinkedIn?
Source: TechVibes
Source: Carabiner PR
Why Twitter?
85% 82%
77% 36%
71%
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
• Create great content that solves your customers’ problems
• Consistent blogging • White papers • eBooks • Case studies • Videos • Webinars • Events
How Can Marketing Help?
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
• Make it easy • Start small • Use free (or nearly free) tools • Create lists • Schedule and send reminders • Keep it simple and consistent on
social platforms • Create easy to follow best
practice documents
How Can Marketing Help?
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
• Sales enablement with social media
• Set an example • Help sales understand customers by sharing social insights • Set activity targets • Put sales reps on a pedestal • Measure results • Training sessions
How Can Marketing Help?
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
• Solicit the sales team’s feedback
• Weekly/monthly meetings • Compile customer stories • Celebrate and promote social selling success stories
How Can Marketing Help?
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
LinkedIn: The Basics
Link to Company
Page
Photo
Complete Profile
Join Groups
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
• Make connections with existing accounts
• Watch for profile changes
• Add 1 connection a day • Update status • ‘Like’ posts • Participate in groups • Answer questions
Account Management with LinkedIn
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
• Leverage 2nd Connections • Company Page
• Connections • Company Details
• Searches • Company • Contacts
• inMail • Who’s looking at you? • Always connect
LinkedIn Prospecting
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
• Completed profile, with picture
• Create lists • 3rd Party Sources • Company • Prospects • Customers • Competitors
• Create searches • Use tools
• Web • Mobile
Twitter: The Basics
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
• Use it every day • Follow before engaging • RT is powerful • Events and ‘#’ • Don’t be afraid to
connect with an @reply, but don’t pester
Using Twitter
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
• Set aside time regularly • Set goals • Connect • Everyone loves a RT/
Share • Don’t just share your
info • Create lists • Help others
Creating a Plan
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
• Find the connectors • Meet at events • Ask new connections for
a coffee or a call • Review older connections
and schedule meetings • Offer to help before you
ask for anything
Taking Relationships Offline
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
@B2Bspecialist Linkedin Group
Great Resources
@aprildunford @markevans @CopywriterTO @MaRSDD
@james_t_shanks
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
@markeelliott
Connect With Us
@sambrennand
@MaRSDD