a case study on adopting social media tools by marketing and sales

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

The sustainable

Communication Production House

Integrated publishing production solutions provider for

offline and online marketing & corporate communication.

COMMUNICATION PRODUCTION HOUSE

Service Account

Management

Multichannel

Campaigns

Marketing

automation

Graphical

studio

Mail handling

& Direct mail

Warehousing

& fulfillment

Offset &

digital print

campaigns

Trigger

based

campaigns

We bring our world class superior quality from our print history to ANY channel !

marketing operations organisation optimisation software engine

More info: www.mooose.be

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