Proprietary & Confidential ©2014 Artesian Solutions Limited

Dale RobertsVP Professional Servicesdale.roberts@artesiansolutions.com@decisionhacker

The Social Selling Impetus

Buyers

Transaction High Touch

Buyers want little

interaction

Buyers want advice and guidance

Buyers

Transaction High Touch

Buyers want little

interaction

Buyers want advice and guidance

Marketing LedAdvertising, Campaigns,

Creative, Digital, Direct

Sales LedSales, Content,

References, Expertise

Scale Engagement

Business Imperative

The prevailing theme for business growth for the next decade (Paul Greenberg)Number One Strategic Digital Priority for Senior Executive (McKinsey, 2013)Primary driver of growth (BlueWolf)No 1 Priority for the CEO (IBM)

Engaging with the High Touch Customer

High Value Customers

Highly Personalised

Greater Value Expected Pre-Sale

Needs 1 to 1

Relationship

Consensus Buying Process

CustomersWant to Be(and feel)

Listened To

High Touch Customers• Knotty, nuanced or nascent need• Prolonged recognition of needs• Education throughout• Many (very different) potential solutions• Highly Competitive • Trust, longer, deeper relationship• Driven by the Connected Business Buyer

Business Buyers are Informed

For every 1 piece of content sales or marketing place in their hands

They will find 3 more for themselvesSource: Forrester

Business Buyers are Connected

Buyers in every industry, B2B, B2C research an average of 10.4 sources

before purchaseSource: Brian Solis

Business Buyers are Social

75% of B2B Buyers use social media to make purchasing decision

Source: IDC Social Buying Meets Social Selling, 2014

57%Of the buying decision is complete before a customer even calls a supplier

Source: Corporate Executive Board. The Digital Evolution in B2B Marketing

80% 20%

Thinking of a typical meeting with a vendor sales team or person how would you characterise their agenda in your

interactions

About the Seller About the Buyer

Source: Forrester, Global Executive Buyer Insight Online Survey

Business Buyers Are Not Satisfied with Sellers

Engagement and Trust

Source: Edelman Trust Barometer 2014

WHAT SOCIAL SELLERS DO

Social Sellers014

ConnectFocus on the customers agenda

ShareRoutinely use insights to build customer centered relationships. Open with colleagues

Target More Effectively Use insights to focus on the right things

15 Target • Listen and Learn• Build a network• Drive referrals and introductions• Leads through transparent buyer needs

• Create and maintain portfolio (watch lists)• Follow companies• Filter for relevance (Topic filters)• Listen every day (Alerts)• Laser focused prospect lists (Prospector)• Refine the results (Improve my results)

16 Connect• Research and Relate • Understand their business• Look for social signals• Build relationship through affinity

• Beyond Alerts• Research company and people• Markets• Explore insights (Click through)• Organise insights (bookmarks)

17 Share• Engage and Contribute• Establish presence• Create awareness • Build trust and credibility

• Email, Post and Tweet• Other Sharing (bookmarks and briefs)• Sharing themes (market news)• Collaborate around accounts (share)• Sharing watchlists

18 Social Selling ROI

400%Increase in Sales

IBM reported a 4x increase in sales in the first quarter

of a social selling pilotSource: IBM

45%More Opportunities

Social Selling leaders create 45% more opportunities

per quarterSource: LinkedIN

15%Higher Customer Retention

15% Higher Customer Retention

Source: Aberdeen

31%Higher Quota Attainment

31% Higher Quota Attainment

Source: Aberdeen

Takeaway Board

Business buyers have changed !!!;• Are better informed, better connected and … • … half way through their decision• Expect deeper engagementSystems of;• Scale for transactional customers• Engagement for high touch customersSocial sellers• Are targeting, connecting and sharing• Are successful

Thank You

Dale RobertsW: artesiansolutions.comE: dale.roberts@artesiansolutions.comT: @decisionhackerL: http://uk.linkedin.com/in/dalesroberts/