best practice: who owns social selling?

Who Owns Social Selling?Bridging the Divide Between

Sales and Marketing

Session Agenda

Speakers

1.Why Social Selling?

2.Who Own’s Social Selling? The Case for Marketing

3.Who Own’s Social Selling? The Case for Sales

4.Conclusions

Amy Stephens

Group Marketing Manager

LinkedIn

Sylvia Jensen

Senior Director, EMEA Marketing

Oracle Marketing Cloud

Why Social Selling?

Amy Stephens


LinkedIn

Digital disruption has

revolutionised the sales

and marketing landscape

• The role of the sales and

marketing has changed

• Buyers are researching -

collecting views, reviews

and gathering information

online

• Buyers know what they

want and why

• Sales and marketing must

align themselves to a new

shared set of goals to

reach buyers

“It all starts with listening. If

you don’t find those

opportunities, being able to

execute on those

opportunities is irrelevant.”

- Jay Baer, Marketing Speaker, author

of Youtility

72%

81%

Buyers use social media to research

purchases and evaluate brands.

72% of buyers use

social media to

research before making

a purchase

Source: DemandGen 2013 B2B

Buyer Behavior Survey

Buyers are 81% more

likely to engage with a

strong, professional

brand.

Source: LinkedIn Global Survey of

1,500 B2B Decision Makers and

Influencers, May 2014

Multiple decision

makers are

becoming more

prevalent• Single-threaded approach to sales is

becoming less effective

• Research shows the average B2B

opportunity has 5.4 decision makers

involved

• Social selling enables you to

leverage extended networks to find

these multiple contact points

Disruption can be a

good thing

• It’s no longer an option to

maintain the status quo

• Traditional sales and

marketing methods are

becoming less effective

• Businesses that embrace

social selling increase

organisational success

• Sales and marketing can

both use social selling to

influence the buyer

“The key to digital transformation

is re-envisioning and driving

change in how the company

operates. That’s a management

and people challenge, not just a

technology one.”

- Capgemini Consulting, Digital

Transformation Report

Who Owns Social Selling?The Case for Marketing

Sylvia Jensen



Digital body language

How frequently a prospect interacts

with your company and content is key

to determining true buying interests

• Customers are educating

themselves online

• The handoff to sales is much later

and marketing engagement is much

longer

• Role of marketing is to educate

the customer and enable sales

with information about prospect’s

engagement - Digital Body

Language

Empower your sales

team to have intelligent

conversations

• Give sales visibility into their

prospect’s digital body language

• Integrate your marketing

automation system into your

sales force automation

system

• Sales will have more

qualified conversations

• Use Oracle Eloqua’s Profiler

and set-up Alerts

“It’s all about reaching the

right person with the right

one-to-one message.”

- Victor Magarino Penalba

• Identify watering holes

• Share social media techniques

• Providing quality content

CASE STUDY:

Challenges:

• Quickly connect with prospects

• Generating lead lists was inefficient and time-consuming

• Long sales cycles

Social Selling Solutions:

Results:

• Establishing relationships

through shared connections

on LinkedIn led to a 30%

increase in engagement with

key connections.

• Sales cycles shortened by

20% due to relationship-

building through social

networking.

30%increase in engagement with key connections

Who Owns Social Selling?The Case for Sales

Amy Stephens


LinkedIn

Sales: provide guidelines

to maintaining meaningful

relationships

• Monitor social media updates and keep

up to date with the latest news at

prospect accounts

• Reach out to extended networks and

request warm introductions

• Send warm personalised InMails

• Be an industry expert and add value to

client conversations

Sales: Transform your

team’s online brand

• Don’t push the sales angle too hard

• Help your team stay authentic online

• Develop professional and robust

online profiles

• Ensure your team optimises their

time on social networks

CASE STUDY:

Challenges:

• Get in front of purchasers earlier in the decision

process

• Identify the right buyers

• Drive effectiveness & efficiency in the field

Social Selling Solution:

• Enlisted high-profile sales executives

• Distributed content on internal platforms for

sales reps to share

• Used LinkedIn’s Social Selling Index (SSI) to

highlight best practice

• Shared success stories and tailored training

Results:

• More than $4.5 million in closed deals influenced or

supported by LinkedIn

• $44 million of additional, LinkedIn-supported deals in

open pipeline

• Over 2,000 prospects reached and more than 260

meetings booked through Sales Navigator

• ROI to date of 20X

20 XReturn on

Investment

So who Owns Social Selling?It’s a Partnership

Sylvia Jensen



For the Buyer

For the Sales

Professional

For the Marketing

Professional

87% 70%

65%

of customers had a favorable impression

of a salesperson who was introduced to

them through their network

• Leveraging networks for introductions eliminates

cold calls.

• Insights gained from social conversation help to

personalize pitches.

• Prior sales drive 70% of future leads.

• Better lead generation and

qualification for a more-equipped

sales team

• More relevant content directed

at specific stakeholders

• Your brand is viewed as a

problem-solving resource,

a magnet for customers

of customers want

problems solved, not

to be sold to

of buyers agree that a

vendor’s content has

significant impact on

buying decision

Source: DemandGen 2014 Buyer Behavior

Survey

Optimising your teams

for social selling primes

your business for

successMarketing can leverage social

networks to find micro markets with

targeted dialogue

9.5%Sales reps who respond quickly to

trigger events via social media saw

a 9.5% increase in annual revenue.

75%It costs 75% less to generate leads

via social media than any other

channel.

Source: Social Selling Reduces the Cost Per Lead,

2014 Source: 5 Qualities Successful Salespeople

Share, 2014

ARE YOU READY

TO DISRUPT

YOUR

BUSINESS AS

USUAL?