how marketing can make social media easy for the b2b sales team
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@markeelliott @sambrennand @vapartners
#smwB2BSalesJoin the Conversation:
How Marketing Can Make Social Media Easy for the B2B Sales Team
September 23rd, 2013
@markeelliott @sambrennand @vapartners
#smwB2BSalesJoin the Conversation:
Agenda
1 Introductions
45
3 Finding The Right Platforms
2 Why Use Social Media for Sales?7 Creating a Plan
9 Additional Resources
8 Taking Relationships Offline
6 How Marketing Can Make It Easy
@markeelliott @sambrennand @vapartners
#smwB2BSalesJoin the Conversation:
• Marketing Manager, Venture Accelerator Partners
• B2B marketing and sales roles with TELUS and Microsoft Canada
Introductions
• Co-Founder, Venture Accelerator Partners
• 10 years at a Fortune 500 company in various sales, marketing, and leadership roles
Mark Elliott Sam Brennand• Outsourced sales,
marketing, and social media services for growing companies
• Worked with dozens of companies and driven millions of dollars in revenues
VA Partners
@markeelliott @sambrennand @vapartners
#smwB2BSalesJoin the Conversation:
• Competitive intelligence
• Account management
• Prospecting• Stay top of mind• Demonstrating
subject matter expertise
Why Use Social Media for Sales?
@markeelliott @sambrennand @vapartners
#smwB2BSalesJoin the Conversation:
Where Do You Stand?
LinkedIn’s ‘Social Selling’ Spectrum:
@markeelliott @sambrennand @vapartners
#smwB2BSalesJoin the Conversation:
• Where are your customers and partners?
• How do they like to get information?
• Don’t spread yourself too thin
• Maximize your ROI
Which Platform Works for You?
@markeelliott @sambrennand @vapartners
#smwB2BSalesJoin the Conversation:
Why LinkedIn?
Source: TechVibes
Source: Carabiner PR
Why Twitter?
85%82%
77%36%
71%
@markeelliott @sambrennand @vapartners
#smwB2BSalesJoin the Conversation:
• Create great content that solves your customers’ problems• Consistent blogging• White papers• eBooks• Case studies• Videos• Webinars• Events
How Can Marketing Help?
@markeelliott @sambrennand @vapartners
#smwB2BSalesJoin the Conversation:
• Make it easy• Start small• Use free (or nearly free)
tools• Create lists• Schedule and send
reminders• Keep it simple and
consistent on social platforms
• Create easy to follow best practice documents
How Can Marketing Help?
@markeelliott @sambrennand @vapartners
#smwB2BSalesJoin the Conversation:
• Sales enablement with social media• Set an example• Help sales understand customers by sharing social insights• Set activity targets• Put sales reps on a pedestal • Measure results• Training sessions
How Can Marketing Help?
@markeelliott @sambrennand @vapartners
#smwB2BSalesJoin the Conversation:
• Solicit the sales team’s feedback• Weekly/monthly meetings• Compile customer stories• Celebrate and promote social selling success stories
How Can Marketing Help?
@markeelliott @sambrennand @vapartners
#smwB2BSalesJoin the Conversation:
LinkedIn: The Basics
Link to Company
Page
Photo
Complete Profile
Join Groups
@markeelliott @sambrennand @vapartners
#smwB2BSalesJoin the Conversation:
• Make connections with existing accounts
• Watch for profile changes
• Add 1 connection a day
• Update status• ‘Like’ posts• Participate in groups• Answer questions
Account Management with LinkedIn
@markeelliott @sambrennand @vapartners
#smwB2BSalesJoin the Conversation:
• Leverage 2nd Connections
• Company Page• Connections• Company Details
• Searches• Company• Contacts
• inMail• Who’s looking at you?• Always connect
LinkedIn Prospecting
@markeelliott @sambrennand @vapartners
#smwB2BSalesJoin the Conversation:
• Completed profile, with picture
• Create lists• 3rd Party Sources• Company• Prospects• Customers• Competitors
• Create searches• Use tools
• Web• Mobile
Twitter: The Basics
@markeelliott @sambrennand @vapartners
#smwB2BSalesJoin the Conversation:
• Use it every day• Follow before
engaging• RT is powerful• Events and ‘#’• Don’t be afraid to
connect with an @reply, but don’t pester
Using Twitter
@markeelliott @sambrennand @vapartners
#smwB2BSalesJoin the Conversation:
• Set aside time regularly
• Set goals • Connect• Everyone loves a
RT/Share• Don’t just share your
info• Create lists• Help others
Creating a Plan
@markeelliott @sambrennand @vapartners
#smwB2BSalesJoin the Conversation:
• Find the connectors• Meet at events• Ask new connections
for a coffee or a call• Review older
connections and schedule meetings
• Offer to help before you ask for anything
Taking Relationships Offline
@markeelliott @sambrennand @vapartners
#smwB2BSalesJoin the Conversation:
@B2BspecialistLinkedin Group
Great Resources
@aprildunford @markevans@CopywriterTO @MaRSDD
@james_t_shanks
@markeelliott @sambrennand @vapartners
#smwB2BSalesJoin the Conversation:
@markeelliott
Connect With Us
@sambrennand
@MaRSDD