Social Selling: Supermyyjä hyödyntää sisällöt ja myy somessa @mepco 1.12.2015 by antti pietilä
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Esitykseni B2B Myynti ja Markkinointi 2016 tilaisuudessa 1.12.2015 aiheena: Social Selling: Supermyyjä hyödyntää sisällöt ja myy somessa
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Social Selling: Supermyyjä hyödyntää sisällöt ja myy somessa @mepco 1.12.2015 by antti pietilä
- 1. Supermyyjä hyödyntää sisällöt ja myy somessa @anttipietila Antti Pietilä, CEO, Loyalistic Ltd
- 2. Ostokäyttäytyminen on muuttunut. Miksi myynti ei ole?
- 3. Myyntijohtajan märkä uni on edelleenkin soittotehdas
- 4. Outbound Inbound Lead Target group Need & Interest Initiative Cold Call: disrupt & disturb Need driven Information delivery Meetings, email, phone (sales controls) Blogs, ebooks (customer controls) Availability Available, but offline Unavailable, but online Communication Channels Phone, Email LinkedIn, Facebook, Twitter, WhatsApp, Blogs, YouTube... Content offered vs. required Sales Pitch Valuable Information Service offered vs. required At a desk, during business hours Anywhere, anytime Who influences? Competitors Friends, Influencers Process and who owns it? Sales (we own) Purchase (customer owns) Sales Customer
- 5. “Jos neuvotteluhuoneen ovella olisi jono asiakkaita, joilla olisi meille sopiva tarve, saisimme todella paljon kauppaa.” Erkki Tuomi / Pro Growth
- 6. Build your professional network ✓ Find and engage with leads & influencers ✓ Provide value (sharing) ✓ Be active (interact) ✓ Build professional yet personal brand (curation) ✓ Understand customers (listening, intelligence) Know when they shouldn’t be reached Reach when they cannot be reached Demonstrate expertise ✓ Provide value before asking ✓ Capture leads ✓ Be found ✓ Nurture to the next level Content Social
- 7. New customers Repeat customers Social Search PR Events Visitors Leads Sales-ready leads Trial/Initial purchase Full potential Customer SuccessAcquisition Conversion Inside Sales (SME) Content Factory Corporate & Enterprise Sales Nurture NurtureNurture Nurture Nurture Nurture Virality Loop INBOUND SALES MODEL Blog Landing pages Web SiteDownloadable Content © 2014 Loyalistic Oy, Antti Pietilä Recommends Gamification & Rewards MaximumCustomer Value Onboarding Renewal Repurchase Up & Cross- selling Advocate Growth Hacking
- 8. Social Networking is ... lot like Networking
- 9. CONTENT CURATION WORKFLOW Feedly BLOGS & NEWS 15 min per day news readers apps “read it later” app note keeping app
- 10. Twitter For expanding network Especially influencers, journalists, partners, new markets...
- 11. Best for leveraging your business network Will it replace CRM?
- 12. Facebook Friends and acquaintances Best for building closer, more personal relationships. Great for communications
- 13. Polku liidiksi Blog post Landing Page Thank you -page Thank you -email Your Premium Content Call-To-Action button 1st nurture email 2nd nurture email 3rd nurture email day 1 day 3 day 5
- 14. Vinkkejä johdolle ✓ Kasvu syntyy minimoimalla CAC ja maksimoi CLV ✓ Asiantuntijat tapaamisista sisällöntuotantoon ✓ Fokus inboundin luomiseen. Se on Suomessa vielä helppoa. ✓ Myyjät someen ja sisältöä jakamaan. Siellä ne asiakkaatkin ovat. ✓ Ole itse puhemies somessa, sisällössä, lavalla.