how to drive the digital transformation of sales and build a social selling methodology
TRANSCRIPT
Social SellingBest practices
Industry Principal - Social SellingKoka Sexton
@KokaSexton
1999Sales
2005Linkedin profile
2007Twitter profile
2010Marketing*Dark side*
2011Social Selling University
2013Social Selling Goes Global
2014Sales Navigator
2016Head of social @LinkedIn
Integration of social into the sales stack
Koka’s journey into social selling
2017Hootsuite
Identify and Engage
Marketing SalesSocial Selling
Personal engagement at scaleWelcome a new paradigmWhen sales and marketing combine efforts to engage more buyers, your company will transform
Sales / Marketing Alignment
Leveraging your professional brand to fill your pipeline with the right people,
insights and relationships.
Definition of social selling
Advanced social selling
Isolated behaviorsIntegrated activities
+36%customersatisfaction
+15%revenuegrowth
+28%willingnessto recommend
+33%less likely tocancel/churn
Social journeys are strongly correlated with business outcomes
Social buyers It’s never been more important to connect and engage with decision makers.
84%Of C-Level and VP-level
buyers use social media for B2B purchase decisions.
✓ Set in their ways✓ Integrate social
into their existing processes
✓ Invest in this group✓ Education & training✓ Look for right formula
✓ Give them best tools✓ Get out of the way
Maturity
Hesitant to change
Moveable middle
Experts
No risk High risk
Social selling starts with a social business.Consider your salespeople
$193K
$355K
Social buyers spend 84% more per purchase.
84% More
12.3
19.8
Social buyers also make 61% more purchases on average than buyers who don’t use social.
61% More
95%Of B2B decision-makers
expect new or different insights from sales professionals.
Insights Lead with insights and give them something to think about.
92%Of buyers delete emails or
ignore calls from people they do not know.
Cold calls Mostly a waste of time.
Privacy settings
Connection philosophy
Profile optimization
Updates
Omnipresent.
Something or someone that is everywhere all at once
Visibility creates opportunity
Koka Sexton
Resume to
Reputation
Drive as much traffic back to your LinkedIn profile as you can.
Profile views
Single greatest growth hack I learned
Trigger events
Create saved searches
Bucket the information
Engage member
● Trigger events● Social capital● Leverage connections
Relationships matter
#RelationshipsMatter
64%Like it when a salesperson
does internet and social media research about them and their company before reaching out to them.
Research Become relevant to the buyer by understanding them and their company.
#RelationshipsMatter
72%Of B2B buying steps are
completed before buyers connect with a salesperson, mostly by using online resources.
The early bird Social selling positions yourself in front of buyers in the earliest stages.
5XMore likely to engage with
sales professionals via warm introduction than cold outreach.
#RelationshipsMatter
Connect Common connections open doors.
Collect
Distribute
Engage
Take offline
● Blogs● Research● PR● Entertainment
Content is the fuel of social selling
● Curated content● Multiple
keywords● RSS feeds● Mobile
Content integrations
#SharingIsCaring
Content curation
On average, decision makers consume 5 pieces of content before being ready to speak to a sales rep.
#SharingIsCaring
Sharing value
Identify interest
Make contact
Build social capital
Take offline
● More focused● Social capital● Ask for the
meeting● Disqualify quickly
Move online to offline
Hootsuite
● Social dashboard● Ease of sharing● Searchable● Automated
Technology
Tools of the trade
Basic Twitter Lists
Companies Competitors Customers Buyers Thought leaders
Different type of status updates in Twitter
Use your statusupdates to inform your network
• Industry news• Relevant content
Use your status updates to inform your network
• Press• Blogs• Content
Use your status updates to promote your company
● Dashboards● Scheduling● Cross promotion● Automated
Hootsuite
Hootsuite
● Curated content● Scheduling● Cross platform● Mobile
Hootsuite Amplify
Amplify
Daily
•Read news from your assigned Named Accounts
(via Google Alerts, Datafox, LinkedIn, Owler and other tools)•Read and respond to individual trigger events and news from Named Account decision makers
(from LinkedIn, Google Alerts, Newsle and other tools)•Interact with social updates from your Named Account individuals
(favorite/ retweet their Twitter updates, favorite or respond to LinkedIn updates, etc.)•Scan key “trades” for relevant articles•Post interesting third-party articles into your LinkedIn updates, Twitter feeds
Weekly
•Look for new individuals or decision-makers within your Named Accounts; get introductions and engage where appropriate.
•Identify and start following any industry-specific hashtags (including upcoming conferences) to both engage with Named Account targets and find new content to curate/share with them via your email and social channels.
•Look at last week’s meetings and presentations; add any new Named Account targets to LinkedIn; follow on Twitter; add them to your Twitter lists of Named Account targets to follow via Hootsuite.