getting a competitive advantage through social selling | #scon11 @sugarcon
TRANSCRIPT
Driving Sales Productivity With InsideView
Ralf VonSosen, Vice President of MarketingKoka Sexton, Director of Social Marketing
Agenda
• Social Selling Intro
• Social Selling Basics for a Competitive Advantage
• InsideView Overview
• Success Stories
• Q&A
SLIDE :2
How Social Selling fits into the Social Landscape
| SLIDE :3
Marketing Sales Service
Acquire Influencers
Publish Content
Engage in Communities
CommunityMonitor & Analyze
Target Market and Market Segments
Individual Prospects and Customers
Social Activities
How Social Selling fits into the Social Landscape
| SLIDE :4
Find & QualifyLeads
Engage & DriveOpportunities
Renew & UpsellCustomers
Find & QualifyLeads
Engage & DriveOpportunities
Renew & UpsellCustomers
Marketing Sales Service
Acquire Influencers
Publish Content
Engage in Communities
CommunityMonitor & Analyze
Target Market and Market Segments
Individual Prospects and Customers
Social Activities
3 Changes Driving a New Social Selling Process
| SLIDE :5
3. All Remote2. Customer 2.01. BIG Data
Find & QualifyLeads
Engage & DriveOpportunities
Renew & UpsellCustomers
| SLIDE :5
Find & QualifyLeads
Engage & DriveOpportunities
Renew & UpsellCustomers
How do I adjust ?
Intelligence to Discover Opportunities & Engage People.
| SLIDE :6
Find & QualifyLeads
Engage & DriveOpportunities
Renew & UpsellCustomers
News Social Media ConnectionsCompany Info
No Tools Sales Data Sales Intelligence40%
42%
44%
46%
48%
50%
52%
43.4%
45.9%
50.8%
Win Rates (2,000 Companies Studied)
Assuming $1M Quota, Intelligence vs. Data => 11% Revenue improvement
Social Selling: Proven ResultsData vs. Intelligence – significant impact
SOCIAL SELLING BASICSA Competitive Advantage
| SLIDE :8
Overview
• Social Media is relevant in B2B sales• Why sales needs to use social media• Sales Intelligence & Social Selling
| SLIDE :9
Customer 2.0 has tuned out all of your yelling
by Orange_Beard
“Social media has become massively more important because customers have stopped listening to vendors and analyst/reviewers. Think about that. Most of your marketing and analyst
relations and press relations are being trumped by customers talking to customers.”
Geoffrey James, BNET
| SLIDE :11
Customer 1.0 Customer 2.0
Customer Behavior has changed!
Look for the Sales Triggers
SLIDE :12
500 million connect their social graphs in Facebook
140 Million Tweets per Day
YouTube celebrates 2 billion daily views
100 million users on LinkedIn
Social Media by the numbers
SLIDE :14
When you can spot an opportunity while it’s still a blip, you have the knowledge to act.
“Social media has become massively more important because customers have stopped listening to vendors and analyst/reviewers. Think about that. Most of your marketing and analyst
relations and press relations are being trumped by customers talking to customers.”
Geoffrey James, BNET
| SLIDE :15
Sales 1.0 Sales 2.0
Social media empowers sales people!
1876 1982
Your Customers are talking to each other if you like it or not!
| SLIDE :16
“
time
leve
l of
bu
yer
act
ivit
y
“I’m just downloading
stuff”
“We have a project” “We’ve
made a decision”
“I’m just browsing”
“We’ve shortlisted vendors”
awareness consideration purchase
online
“70% of the B2B buying process happens online”SiriusDecisions Inc.
Engagement is appreciated
SLIDE :19
There are 7 Times more web pages on the internet than people on the planet.
Sales Intelligence, built for sales
20
BusiessWeek
INSIDEVIEW SOLUTIONWhat does InsideView do?
| SLIDE :21
How does InsideView do it? Create Intelligence from Data.
DELIVERY
BROWSER MOBILE
INTELLIGENCE
Trigger Event Analysis Connection Analysis
Entity TriangulationNatural Language Processing & Information Extraction
AGGREGATIONEditorial Content Social Network
ContentSemi-structuredWeb Content
News SECJobsBlogs
CompanyContent WebsitesBlogs
User GeneratedContent
How does InsideView do it? User Friendly.
| SLIDE :23
BROWSER
MOBILE
CRM
TRADITIONAL MEDIA:Company & Contact Data, News, etc.
SOCIAL NETWORKS:LinkedIn, Facebook, Twitter, Blogs, etc.
Insi
deV
iew
Discover Opportunities. Engage People. Accelerate Sales.
Identify Targets & Create Lists
| SLIDE :24
Monitor Contacts & Companies. Triggers.
| SLIDE :25
Smart Connections
| SLIDE :26
Identify Connections & Profiles
| SLIDE :27
Company Profiles
| SLIDE :28
CRM Integration
| SLIDE :29
INTELLIGENCE
DATA
Social Selling Essential #1: Data vs. Intelligence
DATA
INTELLIGENCE
Social Selling Essential #1: Data vs. Intelligence
Impacting the Entire Customer Relationship for great ROI
LeadGeneration
LeadQualification
OpportunityManagement
CustomerRenewals/Upsells
I N T E L L I G E N C E
•Business Event Monitoring (Press, Social Media)•Social Media Profiles•Connection Mapping
50% decrease in research time
22->70 New Opportunities/Rep/Month
Improved selling to C-level
Increase Avg. Contract Value by 460%
