How to Sell More with Social Every Employee, Every Deal, Every Time Michael Idinopulos, PeopleLinx CMO
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Your Presenter Michael Idinopulos – CMO - @michaelido ! ! Michael is currently Chief Marketing Officer at PeopleLinx. He previously served as Chief Customer Officer at Socialtext, bringing the first social software inside corporate, nonprofit, and government organizations. Before joining Socialtext, Michael was a consultant and global Director of Knowledge Technology with premier strategy consultancy McKinsey & Company, where he led pioneering enterprise deployments of blogs, wikis, and social networking. Michael holds a Ph.D. in philosophy from U.C. Berkeley and currently lives in Philadelphia with his wife and three children.
Join the conversation on Twitter @Michaelido #KISSwebinar
What is Social Selling? Section One Leveraging digital social networks to create and nurture relationships which enhance your sales efforts.
Social Selling is NOT… …delivering the hard sell on LinkedIn.! ! …closing deals on Twitter.! ! …a replacement for talking to prospects.! ! …a magic bullet for making quota.!
Why Social Selling?
Reps Sell More By Using Online Social Networks
Social Touches Every Part of the Sales Funnel…
…and Every Role in the Sales Organization Marketing
Leverage employee social networks to build brand awareness and generate leads.
How do we get from there to here?
Social Selling Maturity Model
Step 1: Random acts of social
The problem is…it’s random
Step 2: Corporate Social Broadcasting
Broadcasting is not social 84% trust personal recommendations Section Three v. 15% trust recommendations from brands
The problem is…it’s not social
With measurement comes optimization
Step 5: Predictive Optimization
With process comes measurement
With measurement comes optimization
Content shelf life varies dramatically by network
What if you knew… …where social interactions influenced pipeline and deal closes? …which social networks offer your company maxim al ROI as measured by pipeline generation and closed deals? …when is the optimal time in the deal cycle for the rep to connect with a prospect on LinkedIn?
Where is your team on the maturity model?
3. Your Presenter
Michael Idinopulos – CMO - @michaelido
!
! Michael is currently Chief Marketing Officer at PeopleLinx. He previously
served as Chief Customer Officer at Socialtext, bringing the first social
so#ware inside corporate, nonprofit, and government organizations. Before
joining Socialtext, Michael was a consultant and global Director of
Knowledge Technology with premier strategy consultancy McKinsey &
Company, where he led pioneering enterprise deployments of blogs, wikis,
and social networking. Michael holds a Ph.D. in philosophy from U.C.
Berkeley and currently lives in Philadelphia with his wife and three
children.
8. What is Social Selling?
Section One
Leveraging digital social
networks to create and nurture
relationships which enhance
your sales efforts.
9. Social Selling is…
Section One
…endorsing a customer on LinkedIn.
…running LinkedIn searches for outbound targets.
…liking a client’s Facebook post.
…sharing the company’s latest blog post on Twi"er, LinkedIn, Fac
ebook, and Google+.
…studying prospects on LinkedIn and Twi"er before a meeting.
…following key accounts on Twi"er.
…retweeting a client.
10. Social Selling is NOT…
Section One
…delivering the hard sell on LinkedIn.
…closing deals on Twi"er.
…a replacement for talking to prospects.
…a magic bullet for making quota.
12. Reps Sell More By Using Online Social Networks
Section Two
Source: Aberdeen Group
64%!
55%!
54%!
49%!
48%!
42%!
Team quota attainment! Renewal rate! Forecast accuracy!
Social Sellers! All Others!
n=182!
30%!
13. Social Touches Every Inch of the Sales Funnel…
Section Two
Outbound: target identification
Lead generation! Inbound: traffic generation
Qualification!
Opportunity!
Upsell!
Referral!
Qualify leads based on social profiles!
Research prospects before pitch
Engage with customers
A!ract referral leads!
Awareness!
Influencers, content marketing!
14. …and Every Role in the Organization
Marketing
Section Two
Leverage employee social networks to build
brand awareness and generate leads.
Cultivate thought leaders on Twi!er.
Inside Sales
Outbounding: Use LinkedIn to generate call lists
based on target market criteria; research leads
(LinkedIn, Twi!er, Facebook) before calling.
Inbound leads: Qualify inbound leads using
LinkedIn & Twi!er data before passing on to
Outside Sales.
Outside Sales
Research prospects for role, interests, work
history, etc. (LinkedIn, Twi!er, FB)
Connect to late-stage prospects (LinkedIn,
Twi!er)
Non-Sales Roles
“Everyone’s in Sales”. Share interesting content
and celebrate company success across social
networks. Leverage social graph.
31. With measurement comes optimization
10
9
8
7
Clicks LinkedIn Twi!er
6
5
4
3
Section Three
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
32. Content shelf life varies dramatically by network
100.0%
90.0%
80.0%
70.0%
Content Performance LinkedIn Twi!er
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
1st
hour
Two
Weeks
3.5
days
Section Three
33. What if you knew…
Section Three
…where social interactions influenced pipeline and
deal closes?
…which social networks offer your company maxim
al ROI as measured by pipeline generation and clos
ed
deals?
…when is the optimal time in the deal cycle for the r
ep to connect with a prospect on LinkedIn?
34. Where is your team on the maturity model?
Section Three