marketing content + sales relationships = more customers
DESCRIPTION
From presentation at CRN magazine's Best of Breed conference. How IT solution providers can leverage social selling to increase their brand visibility.TRANSCRIPT
A Winning Formula:
Sales RelationshipsMarketing Content More Customers
+ =
Kurt ShaverThe Sales [email protected]
Agenda
• The IT Sales Challenge
• Best of Both Worlds
• Your Sales Team’s Status
Today’s B2B buyers go 59% through the buying process before ever engaging a salesperson.
4
Buying Has Changed
“Want to reach me? Forget cold calls or email. You’d better get introduced by
someone I know or post something that catches my eye.”
“…get introduced by someone I know…”
Get Introductions
“…or post something that catches my eye.”
Publish Content
No. 1 Tool for Business Networking
250M members
85M in United States
2.2M in IT
1.2M in Companies
> 500
108K Director
+
Pre-Social Media
Mrktg Dept
Social Media Era
Mrktg Dept
Mrktg Dept
Mrktg Dept
Mrktg Dept
Mrktg DeptMrktg
Dept
Marketing MessagesCompany Market
Marketing Content for Seller’s Social Networks
Best of Both Worlds
Marketing is trained, staffed, and authorize to create content.
Sales has personal
relationships and knows customers
best.
Marketing Sales Rep
B2B Lead Sources
“It's hard to automate messaging in social media;
the channel values nuanced personal content over
marketing pitches.”
“…orders were four times higher than during the
same time the year before.”
"It isn't social media that creates ROI –
it's the sales team.”
Marketing Automation Companies are Leaders in Social Selling
31% Greater team quota attainment with social selling techniques
Managed
Strategy and Formal
Training
Every Rep for Themselves
Stages of Corporate Social Selling
Managed
Strategy and Formal
Training
Every Rep for Themselves
Stages of Corporate Social Selling
Managed via
SystemStrategy
and Formal Training
Every Rep for Themselves
Stages of Corporate Social Selling
My salespeople know how to use
LinkedIn.
LinkedIn-savvy VP of Sales
45% over 300
4% post 1/wk
Profile Network
Prospect Share
4 Steps to Social Selling Success
What can I post today?
What can I post today? 1. Comment (or Like) others’ posts or
content
What can I post today? 1. Comment (or Like) others’ posts or
content
2. Original creation
What can I post today? 1. Comment (or Like) others’ posts or
content
2. Original creation
3. Curate content (internal or external)
New Feature Delivers Sharing Results
Denise MarlboroughDirector of MarketingNexus IS
“Social Selling helped Nexus
amplify our brand by leveraging 120 sales reps to educate and
influence our customers."
Content Apps for Social Selling
EnterpriseMrktg Library for Sales
Individual
General Purpose
SpecificPurpose
Find Out How Your Team is Doing
Request your report from [email protected]
*Report fee waived for companies of 20+ reps
• See key LinkedIn metrics
• Establish baseline
• Compare to industry
benchmarks