adding social fuel to demand generation programs [webinar]
DESCRIPTION
This webinar will demonstrate how sales and marketing leaders are adding social selling strategies to accelerate pipeline creation—including lead generation and qualification, and gaining access to multiple decision-makers. The webinar will show how companies are using social selling to: find and engage contacts at target accounts; expand network of prospects by sharing relevant information with targeted groups; better profile the right targets; improve conversion rates and engagement by learning what prospects really care about, and; accelerating close rates by getting access to the right executives. Featured Speakers • Koka Sexton, Sr. Social Marketing Manager, Linkedin One of the most recognized social experts in the industry, Koka’s expertise extends beyond his endless knowledge of social networks into his skill at employing them to drive lead generation, create new opportunities, and engage customers. • Andrew Gaffney, Founder and Editorial Director, Demand Gen Report Covering best practices in lead generation and lead nurturing for more than six years, Andrew is a frequently referenced thought leader in the area of pipeline development. Andrew also helps B2B organizations develop socially-optimized content campaigns.TRANSCRIPT
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Adding Social Fuel To Demand Genera4on Programs
#SocialDG
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#SocialDG
Welcome to the Webinar
Type ques4on here
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#SocialDG
Follow this webinar on LinkedIn & Twi<er
#SocialDG
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About Demand Gen Report
@DG_Report http://linkd.in/DG_Specialists
• Launched in 2007 to track best pracCces in lead generaCon
• Newsle<er has grown to more than 26,000 readers
• We also offer a menu of research and best pracCces reports
• New audio/video podcasts at DemandGenReport.com
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#SocialDG
Poll #1 Is your organiza4on currently using social media for the following areas of demand genera4on?
a. To find and engage contacts at target companies
b. To strengthen our brand by sharing relevant resources/content
c. To gather intelligence on prospects needs and pain points
d. To influence deals by providing meaningful tools to key contacts
e. Not currently uClizing social media for demand generaCon
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#SocialDG
Panelist
Koka Sexton Sr. Social MarkeCng Manager LinkedIn
MODERATOR: Andrew Gaffney Editor, Demand Gen Report
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©2013 LinkedIn Corporation. All Rights Reserved.
Adding Social Fuel To Demand GeneraCon Programs
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©2013 LinkedIn Corporation. All Rights Reserved.
Can Social Media Accelerate deals?
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Recent success of social selling with inContact
122% increase in revenue for those sales reps using LinkedIn.
157% increase in revenue for those sales reps using LinkedIn & Eloqua.
• Advanced searches • inMails • Leveraging connecCons (TeamLink) • MarkeCng automaCon
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Recent success of social selling with uSamp
18 Net New Appointments with Qualified Prospects in 30 days
• Sharing relevant news • Listening to social trigger events • Leveraging connections (TeamLink) • Engaging on LinkedIn for communication
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©2013 LinkedIn Corporation. All Rights Reserved.
Find and engage
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©2013 LinkedIn Corporation. All Rights Reserved.
Deepen your advanced searches using additional filters
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Example: Sales Navigator would help John find more warm introductions at Hasbro
LSS 13 ©2013 LinkedIn Corporation. All Rights Reserved.
John’s…
1
+3
+10
1st degree connections at Hasbro:
Teamlink 2nd degree connections at Hasbro through current colleagues:
2nd degree connections at Hasbro through John’s connections:
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©2013 LinkedIn Corporation. All Rights Reserved.
Adding Social Fuel to Demand Generation
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4 Actions to adding social fuel
15
Developing a Reputation: Building a strong online reputation that showcases your experience and increases your credibility
Gathering Intelligence: Researching social information to prepare for sales conversations
Building your Network: Developing relationships with people who can share information and provide referrals
Offering Insights: Providing meaningful insights that earn opportunities to engage with and influence contacts
1. Be DISCOVERED
3. Let them ENGAGE
2. Let them EXPLORE
4. Create ADVOCATES
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LinkedIn Confidential ©2013 All Rights Reserved 16
Status Updates Content Led
Precision TargeCng Expanded Reach
1. Be Discovered
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Company followers generate revenue
50 % of members are more likely to purchase from
a company they engage with on
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LinkedIn Confidential ©2013 All Rights Reserved 18
Company Page Social ExploraCon Company Updates SlideShare Channel Managed Groups
2. Let them Explore
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LinkedIn Confidential ©2013 All Rights Reserved
Lead GeneraCon Display Ads
Status Updates SlideShare Ads
3. Let them Engage
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Followers of a company on LinkedIn are 2x more likely to purchase and
recommend
2X
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LinkedIn Confidential ©2013 All Rights Reserved 21 LinkedIn Confidential ©2013 All Rights Reserved 21 21 LinkedIn Confidential ©2013 All Rights Reserved
Followers RecommendaCons
HP Followers are 1.5 times more likely to consider HP products and services and
2 times more likely to recommend HP than non-
HP followers
4. Create Advocates
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©2013 LinkedIn Corporation. All Rights Reserved.
Becoming a Social Selling Pro
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How How do I get
a warm intro?
LSS 23 ©2013 LinkedIn Corporation. All Rights Reserved.
+200M members
+2B member updates
per week
Billions connections
How LinkedIn fits into this world
What What to
talk about?
Who Who are the
Right People?
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4 Actions to Becoming a Social Selling Pro
24
Developing a Reputation: Building a strong online reputation that showcases your experience and increases your credibility
Gathering Intelligence: Researching social information to prepare for sales conversations
Building your Network: Developing relationships with people who can share information and provide referrals
Offering Insights: Providing meaningful insights that earn opportunities to engage with and influence contacts
1. Build Your PROFILE
3. Gather INSIGHTS
2. Develop Your NETWORK
4. Contribute INSIGHTS
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1. Build a Strong Professional Profile Add a photo, experience and skills that showcase the brand of YOU
25
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2. Proactively Develop Your Network Build trusted relationships who can support your professional objectives
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27
3. Gather Intelligence Be prepared for every interaction by researching contacts and companies
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4. Contribute Insights Share ideas through status updates, and participate in groups
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©2013 LinkedIn Corporation. All Rights Reserved.
Using email for social selling success
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©2013 LinkedIn Corporation. All Rights Reserved. 30
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Using email and social for success
©2013 LinkedIn Corporation. All Rights Reserved. 31
Em
ail nurturing
• Monitor “Who’s viewed my profile”
• Connect with new leads • Leverage connections • Nurture through updates
Link to sales profiles.
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©2013 LinkedIn Corporation. All Rights Reserved. 32
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#SocialDG
Poll #2 How far along do you consider your organiza4on with regards to social selling?
a. We haven’t done any social selling yet b. We’ve done some social selling but don’t have a comprehensive
strategy or tools c. We have a strategy and are levering social selling tools d. I’m not sure
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#SocialDG
Q&A // Submit your quesCons
Type ques4on here
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#SocialDG
Q&A // Panelist
Koka Sexton Sr. Social MarkeCng Manager LinkedIn
MODERATOR: Andrew Gaffney Editor, Demand Gen Report
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#SocialDG
Thanks for a<ending this webinar!
Download this presentaCon and the “7 Ways Sales Professionals Drive Revenue With Social Selling” E-‐book at:
hIp://dg-‐r.co/socialfuel