a case study on adopting social media tools by marketing and sales
TRANSCRIPT
Break-out 214:00 – 14:45
Lesley Ronaldson, SMB Sales Manager at LinkedIn
Kurt Ghijsbrecht, Sales Director at Artoos-Hayez
https://ie.linkedin.com/in/lesleyronaldson
Minds & More
Most Popular Most Endorsed
Earliest Adopter Most Connected
Salvator
VellaGert
Pauwels
Jelle
Van De VeldeMic
Adam
The Social Selling Era
5.4 people
Now involved in the
average B2B purchase
decision
75%
Of B2B Buyers use social media to
make purchasing decisions
90%
Of B2B decision-maker
say they never respond
to cold outreach
How to respond?
Billionsof professional relationships
400M+members
2B+memberupdatesper week
LinkedIn has a wealth of information on the people &
companies with whom you want to build relationships
The Social Selling Era
Social selling is simply the process ofhelping social buyers become customers.
Sales people need to learn new ways to reach prospects through their own social networks,
to create and share valuable content and ultimately, to grow their personal brand. And it is about growing your social connections.
Social selling is simply the process ofhelping social buyers become customers.
Sales people need to learn new ways to reach prospects through their own social networks,
to create and share valuable content and ultimately, to grow their personal brand. And it is about growing your social connections.
Social selling defined
Create a
Professional brand
Find the
right people
Engage with
insights
Build strong
relationships
Social selling index
Laggards
0
Leaders
100
28.8NAMER
19.4LATAM
23.8APAC
26.4EMEA
Source: LinkedIn Internal Data August
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.
We can look at SSI by region
Which attendees have adopted social selling the most?
1Mic AdamSocial Selling Expert - Social Media Policy Creator,
Trainer, Consultant - Community Manager
92.9
2 Fanuel DeweverFounder at Crowd Angels
89.6
3Ariana von AnrepAccount Executive at Showpad | Sales Excellence Solution 89.0
4Timoté Geimer
Co-Founder & CEO Talentsquare87.9
5Cedric Teyssen
Business Developer EMEA at Showpad85.6
Source: LinkedIn Internal Data
Sales Professionals Who Are Social Selling
51% more
likely to
exceed quota
Exceed Quota
3X more
likely to go to
club
Go to Club
Promoted to VP
17 months
faster
Get Promoted Faster
LinkedIn Sales Solutions Mission
Connect the world’s buyers and
sellers to build relationships.
https://be.linkedin.com/in/kurtghijsbrecht@GhijsbrechtKurt
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OUR SALES OBJECTIVES FOR THE NEXT 3 YEARS?
DOUBLE OUR “TOP” CUSTOMER BASE
FOCUS ON NEW BUSINESS & CROSS-SELLING
IMPLEMENT SECTORAPPROACH
FIRST CLASS SERVICE – DELIGHT THE CUSTOMER
OUR CHALLENGES?
DOUBLEOUR“TOP” CUSTOMERBASE
FOCUSONNEWBUSINESS& CROSS-SELLING
IMPLEMENTSECTORAPPROACH
FIRSTCLASSSERVICE–DELIGHTTHECUSTOMER
FACT: 5,4 B2B DECISION MAKERSARE INVOLVED IN B2B BUYING
PROCESS
WHO ARE THEY?
CRM?
KEEPING CUSTOMER DATAUP-TO-DATE? COST?
WHAT IS THE TRADITIONAL METHOD?
WE NEED TO BUY A DATABASE
WE NEED TO INTEGRATE IT YOUR CRM
WE NEED TO KEEP IT UP-TO-DATE
WE HAVE TO START COLD CALLING (90% OF DECISION MAKERS NEVERANSWER)
WE ALL HAD STRESS!
WHAT DID WE DO?
LINKEDIN & SALES NAVIGATOR FORALL KEYACCOUNT MANAGERS
MAP THE DMU
GET UPDATES ON YOUR DMU
START INMAILING & CALLING
LESS STRESS & EVEN FUN!
HOW DID WE START SOCIAL SELLING?
5 STEPS:
SET GOALS & DEFINE SUCCESS
CREATE A PLAN
TRACK PROGRESS
STAY MOTIVATED
IMPROVE YOUR RESULTS
SET GOALS & DEFINE SUCCESS
1. UNDERSTAND YOUR BUSINESS NEED:
MORE QUALIFIED LEADS
BIGGER SALES PIPELINE
INCREASE CUSTOMER RETENTION
2. HOW WILL YOU DEFINE SUCCESS?
SOCIAL SELLING INDEX (SSI) IS A GOOD START TO MEASURE
PROGRESS
IMPACT ON SALES RESULTS ( IN €, BIGGER PIPELINE, …)
USE SSIALSOASA MEASURING TOOL BY FOCUSING ON THE 4
BUILDING BLOCKS :
• CREATEA PROFESSIONAL BRAND
• FIND THE RIGHT PEOPLE
• ENGAGE WITH INSIGHTS
• BUILD STRONG RELATIONSHIPS
SET GOALS & DEFINE SUCCESS
3. WHAT KIND OF GOALS? START SMART
NUMBER OF CONNECTIONS (AV.= 930)
NUMBER OF CONNECTION REQUESTS
• CUSTOMERS (NO BRAINER!)
• PROSPECTS (10/WEEK + INCREASE GRADUALLY)
CONNECTIONAT KEYACCOUNTS
• 5,4 B2B DECISION MAKERS, SO??
NETWORK LEVERAGE – “THE NETWORK OF YOUR NETWORK”
• “GET INTRODUCED”
LINKEDIN GROUP PARTICIPATION
• SALES TEAM SEGMENTED BY BRANCH
ENGAGEMENT RATE
• EVALUATE THEAMOUNT OF CONTENT SHARED BY REP
CREATE A PLAN
1. CREATE BUY-IN
LOOK FOR A SPONSOR
• YOUR BOSS
INVOLVE MARCOM FROM THE BEGINNING
• YOU WILL NEED THEM!
BUDGET?
• MARKETING, SALES, COMMUNICATION? GETALIGNED!
2. EDUCATE & TRAIN YOUR PEOPLE
WORKING TIME – REQUIREMENTS TO IMPLEMENT
DON’T FORGET THE TRAINING PART
ETIQUETTE, BEST PRACTICES, TIPS & TRICS,
LINKEDIN HELPS ITS CUSTOMERS!
TRACK PROGRESS
HOW?• PROFILE COMPLETE?
• RECEIVING ENDORSEMENTS?
• PUBLISHING POSTS?
• DAILY LOGGING IN?
• INMAIL RESPONSE RATE >10%
• CONNECTING TO VP’S?
• ARE PEOPLE ENGAGING WITH YOUR POSTS?
• IS YOURACCEPTANCE RATE FOR CONNECTION REQUEST >20%?
• VIEWING YOUR PROFILE & VICE VERSA?
• USING LINKEDIN SEARCH?
This is the heavy part but so important if you want to be successful!
TRACK IMPACT ON YOUR BUSINESS
SHARE SUCCESSES
EVALUATE THE PROGRAM + GOALS
BIGGER PIPELINE?
DIFFERENCES BETWEEN REPS!
CONSIDER SPEEDING UP OR SLOWING DOWN
WEEKLY SSI DASHBOARD
OUR RESULTS?
TEAM: 5 X SALES & MARKETING MANAGER
CONNECTIONS:
• TOTAL 1ST DEGREE NETWORK 4.562
• 760 CONNECTIONS ONAVERAGE (289 – 2200)
• EVOLUTION SEPTEMBER 1ST – NOVEMBER 10TH :
4.368 CONNECTIONS4.562 = +4/DAY
SSI
• INDIVIDUALAVERAGE LAST 3 MONTHS : 82 / 79 / 78 / 43 / 39 / 34
AND THE EURO’S???
• USE OF SALES NAVIGATOR GENERATED 100K EXTRA TURNOVER
AFTER 8 MONTHS
OUR RESULTS?
Some work TO DO
1st months usage
Last 3 months usage
OUR RESULTS?
OUR RESULTS?
OUR RESULTS?
STAY MOTIVATED
WHAT WILLYOU SEE?:
FEAR
FALLING BACK IN DAY-TO-DAY ROUTINES
RESISTANCE
…
YOUR JOB IS TO:
PROMOTE CONFIDENCE
COACH & TRAIN
KEEPING THE EYES ON THE PRICE (GOALS)
CELEBRATE TOP SOCIAL REPS
IMPROVE YOUR RESULTS
THE EXTRA STEP?
RECRUIT SOCIALLY ENGAGED REPS
MAKE SOCIAL MEDIA PART OF THE REPS ROUTINE
KEY TAKEAWAYS
SOCIAL SELLING = MINDSET = CHANGE
MAKE REALLY SURE YOU HAVE A PLAN!
INVOLVE MARCOM
TRAIN, MOTIVATE & CELEBRATE
TRACK REAL RESULTS