how to use social selling to improve sales productivity
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Three Technologies That
Together Will Double Your
Sales Productivity
Webinar 1 of 4: Social Selling
November 19, 2014
Tim FureyCEOMarketBridge
Jill RowleyChief Evangelist and FounderJill Rowley
Kelly WaffleVP, Strategic Solutions GroupMarketBridge
©2014 MarketBridge Corp.– 2 –
“57% of a typical purchase decision is made before a customer even talks to a sales rep.” CEB
“67% of the buyer’s journey is now done digitally” Sirius Decisions
“Only 29% of sales reps, complain buyers, are well prepared to engaged with them” IDC
“76% of customers prefer to receive content unique to their stage in the buying process” Pardot/SFDC
“90% of next year’s revenues will come from existing customers and prospects currently in the pipeline”
MarketBridge
©2014 MarketBridge Corp.– 3 –
Meet
Joe
How Does a Typical Sales Professional Leverage
Technology?
©2014 MarketBridge Corp.– 4 –
Joe has a diverse sales funnel…
Active opportunities+
people Joe is talking to on a regular basis
Used to be in a cycle but went cold
Once joined a couple meetings
Just plain unqualified (today)
No idea what the company does
Attended a webinar once
“Old School” Sales Model
…all opportunities in CRM system but hehas limited time and coverage capacity
©2012 MarketBridge Corp.– 5 –
Traditional Approach to Increasing Sales Productivity
A
B
C
D
E
Traditional Strengths Create “priority-based” pipeline segmentation Focus inside sales and field sales efforts on highest
value opportunities
Improve near-term revenue yield per sales hour by focusing on “hottest” opportunities
Common Weaknesses Ignores C-E opportunities
• Results in lost accounts Emphasizes “in-quarter” Sales
• Fails to nurture longer term buying cycles Uneven Sales team acceptance
• Sales teams rely on own judgment; 3rd party “qualified” leads are weak, not ready to buy
Relies on phone, F2F prospecting and lead qualification• Multiple, costly attempts at customer calendaring
Lacks personalized digital content• Misses growing buyer preference for digital interaction
Prioritize leads and customers based on demographic, BANT profiling……creating a Sales pyramid for account and call prioritization
“Hot”
“Warm”
“LowerPriority”
©2014 MarketBridge Corp.– 6 –
Creating the “Technology-Leveraged Sales Rep”
SocialSelling
Content Marketing
Predictive Analytics
• Rich prospect/customer profiles• Signals of intent & interest• Network connections• Communication via channels other than
email and phone
• Curate, personalized digital content• Tracked response and engagement• Connects Marketing to Sales
• Lead/Account scoring• Cross-Sell Scoring (e.g. next offer)• Loyalty/Retention Scoring• Optimized context-relevant content
©2012 MarketBridge Corp.– 7 –
Redefining the Sales Coverage Model
A
B
C
D
E
Traditional Approach:Priority-based customer
scoring and Sales coverage
Active Deals
Renewals
Cross-Sell
Marketing Qualified Leads
Unqualified Prospects
Breakthrough Approach:Profile-based customer engagement
thru multi-channelSales & Marketing programs
©2012 MarketBridge Corp.– 8 –
Tech-Leveraged Sales Coverage:Digital + Data = Quantum Growth in Sales Productivity
Active Deals
Renewals
Cross-Sell
Marketing Qualified Leads
Unqualified Prospects
Revenue per Sales rep can see >30% increase thru the integration of social selling, predictive analytics, and digital content
❶Social Selling: Deeper Customer Profiling• Social Profiling• Interests and Activity• Network of contacts
❷Predictive Analytics: Targeted Contacting• Customer Segmentation and Personas• Account/Lead Scoring• Cross-Sell/Best Offer Scoring• Personalized Content
❸Content Marketing: Integrated Digital & Sales Coverage
• Sales focus on “hot” opportunities• Inside sales w/ digital to focus on
renewals, cross-selling• Personalized digital content w/ Marketing
DigitalEngagement
SalesEngagement
Why do Social Selling?
@jill_rowley #SocialSelling
Only 33% of buyers trustwhat a logo tells them
But 92% trust what another buyer tells them!
@jill_rowley #SocialSelling
Social Selling is using Social
Networks to do Research to be
Relevant to build Relationships that
drive Revenue.
5 Pillars, Practices, Principles of Social Selling
@jill_rowley #SocialSelling
• Headline should be
descriptive; NOT
your job title
• Include #hashtags
Review the “Who’s
Viewing Your
Profile”
• NEVER leave blank
• Tell stories
• Write in the 1st
person. This is not
your online
resume!!
• Choose skills you
want to highlight
• Seek
endorsements &
recommendations -
do the same for
others
HeadlineInclude
#Keywords
Profile Summary
Recommendations&
Endorsements
•High quality and
professional
photo
•11x more likely to
be viewed with a
photo
Profile Picture
Keys to a Successful LinkedIn Profile
@jill_rowley #SocialSelling
The Art of a LinkedIn Invite
@jill_rowley #SocialSelling
Use Your Alumni Network
@jill_rowley #SocialSelling
Six Things to do Right Away!
Optimize your LinkedIn profile for the Buyer; not the Recruiter.
Create a Twitter account and/or complete your profile. Photo. Bio. LinkedIn
URL.
Research and Follow your Customers on LinkedIn and Twitter.
Expand your Professional Network. ABC = Always Be Connecting.
Leverage your College Alumni.
Join LinkedIn Groups where your Customers are Members.
Research and Follow your Competitors. See who they are following and
who is following them.
@jill_rowley #SocialSelling
©2014 MarketBridge Corp.– 17 –
The Technology-Leveraged Sales Rep
SocialSelling
Content Marketing
Predictive Analytics
• Rich prospect/customer profiles• Signals of intent & interest• Network connections• Communication via channels other than
email and phone
• Curate, personalized digital content• Tracked response and engagement• Connects Marketing to Sales
• Lead/Account scoring• Cross-Sell Scoring (e.g. next offer)• Loyalty/Retention Scoring• Optimized context-relevant content
©2014 MarketBridge Corp.– 18 –
Coming Soon!
©2014 MarketBridge Corp.– 19 –
There’s No Reason Not to Become “Tech Leveraged” in 2015!
MarketBridge is advancing the state-of-the-art in
tech-enabled Sales and Marketing teams to help its customers
achieve as much as >30% Sales productivity improvement
Coming in Q1 2015:
A powerful new UI that brings Social, Predictive, and Digital Content to
both Sales and Marketing desktops
We are actively screening for beta clients…interested in learning more? Schedule your 20-minute “glimpse of the future” through the survey at the end of this presentation.
– 20 –
WEBSITE
MarketBridge
Website
OUR COMMUNITY WEBINAR SERIES
www.market-bridge.com www.the-digital-bridge.com
Today: Overview & Social Selling
2nd Session: Recap &Content Marketing
3rd Session: Recap & Predictive Analytics
Final Session: Tying it Together –A Breakthrough App
2015
Webinar Series
Thank You !
Jill Rowley Chief EvangelistJill Rowley
Tim Furey CEOMarketBridge
Kelly Waffle VPMarketBridge
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