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Breakfast with LinkedIn – The Social Selling era 
©2014 LinkedIn Corporation. All Rights Reserved. 
Lesley Ronaldson 
Sale...
Agenda for today 
8.30 am 
Welcome 
Lesley Ronaldson 
8.40 am 
Introducing the social selling era 
Kevin Scott 
9.00 am 
T...
Stockholm Social Selling 
Most Popular 
Most Endorsed 
Earliest Adopter 
Most Connected 
Hans 
Grünewald 
Magnus 
Jansson ...
For our customers 
Hire 
Power half of all hires 
Market 
The most effective way for marketers to engage professionals 
Se...
Introducing the Social Selling Era 
Kevin Scott 
Head of Sales Solutions EMEA 
LinkedIn
Source: Billy Gast, April 14, 2010, Flickr
LinkedIn Sales Solutions Mission 
Connect the world’s buyers and sellers to build relationships.
Members first
% 
of B2B Buyers use social media to make purchasing decisions
% 
Of B2B decision-makers expect new or different insights from sales professionals
More likely to engage with sales professionals via warm introduction than cold outreach.
Sales Professionals Who Are Social Selling 
51% more likely to exceed quota 
Exceed Quota 
3X more likely to go to club 
G...
Social Selling Defined
Create a professional brand 
Find the right people 
Engage with insights 
Build strong relationships 
Social Selling Defin...
Laggards 
0 
100 
Leaders 
Social Selling Index
Apr. 2012 
July 2014 
87% 
As measured by growth in SSI 
Social Selling is Growing 
12.2 
22.8
April 2012 
Today 
18.7 
14.7 
12.9 
12.4 
10.9 
11.8 
12.0 
10.6 
10.9 
8.9 
8.7 
8.8 
7.5 
32.6 
26.1 
24.1 
23.7 
23.0 ...
April 2012 
Today 
18.7 
14.7 
12.9 
12.4 
10.9 
11.8 
12.0 
10.6 
10.9 
8.9 
8.7 
8.8 
7.5 
32.6 
26.1 
24.1 
23.7 
23.0 ...
NAMER 
24.6 
LATAM 
15.3 
EMEA 
22.5 
SE ASIA 
19.9 
ANZ 
24.0 
Nordics 
23.8
22.8 
Find the right people 
Build strong relationships 
Create a professional brand 
Engage with insights 
Social Selling...
ENTERPRISE 
SMB 
Companies with the Highest SSI in the Room 
1 
2 
3 
4 
5 
1 
2 
3 
4 
5 
53.2 
48.6 
48.3 
47.4 
40.5 
6...
4 
Jonas Branning 
Country Manager, Tech Mahindra 
71.3 
3 
Henrik Henriksson 
Co Owner, Adviser Partner 
71.8 
2 
Douglas...
LinkedIn Sales Solutions Mission 
Connect the world’s buyers and sellers to build relationships.
THE SOCIAL SELLING ERA & BUYER BEHAVIOUR 
Robin Björklind 
Account Executive, LinkedIn 
24
are now involved in the average B2B buying decision 
people 
Boss 
Peer 
Direct report 
Business leader 
Cross-functional ...
% 
of B2B buyers now use 
social media to be more informed 
on vendors 
IDC 2014 – Social Buying Meets Social Selling 
Dec...
Your competitor 
Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level 
% 
of decis...
5.4 75 of B2B buyers now use 
social media to be more informed 
on vendors 
% 90 of decision makers say they 
never respon...
75 % of B2B buyers now use 
social media to be more informed 
on vendors 
Relying on the buyer to 
inform you on 
key upda...
Focus on the right 
people and 
companies 
Stay informed 
on key updates at 
your target accounts 
Build trust with 
your ...
Billions 
of professional 
relationships 
313M+ 
members 
2B+ 
member 
updates 
per week 
LinkedIn has a wealth of informa...
Today: your personal network 
All that LinkedIn has to offer 
YOU 
Just what you need for sales 
To tap into the power of ...
Relevant 
news 
LinkedIn’s network 
data 
Your accounts, 
leads & preferences 
Sales Navigator makes it simple to establis...
LIVE DEMO: Sales Navigator 
Theresa Mathiesen 
Account Executive, LinkedIn 
34
© 2014 CEB. All rights reserved 
Version: X.X Last modified: [insert date format: DD Month YYYY] 
CONFIDENTIAL OR CONFIDEN...
© 2014 CEB. All rights reserved 
36 
FINDING A READY CUSTOMER
© 2014 CEB. All rights reserved 
37 
RELEGATED TO FULFILLMENT
© 2014 CEB. All rights reserved 
38 
IN SEARCH OF ANSWERS
© 2014 CEB. All rights reserved 
39 
GATHER DEEP INTELLIGENCE
© 2014 CEB. All rights reserved 
40 
OWN LEAD GENERATION
© 2014 CEB. All rights reserved 
41 
LEAD WITH INSIGHT
© 2014 CEB. All rights reserved 
42 
GAIN PRESENCE AND INFLUENCE
© 2014 CEB. All rights reserved 
43 
SHAPING DEMAND
© 2014 CEB. All rights reserved 
44 
FILTERING OUT THE NOISE
© 2014 CEB. All rights reserved 
45 
GAINING INFLUENCE
© 2014 CEB. All rights reserved 
46 
EARNING INFLUENCE
© 2014 CEB. All rights reserved 
47 
MASS CUSTOMISATION
© 2014 CEB. All rights reserved 
48 
PRINCIPLES OF “SOCIAL SOUNDBITES”
© 2014 CEB. All rights reserved 
49 
AUTHENTIC AND EASY
© 2014 CEB. All rights reserved 
50 
SPEEDY AND IMPRESSIVE RESULTS
© 2014 CEB. All rights reserved 
51 
SHAPING, NOT REACTING
© 2014 CEB. All rights reserved 
52 
TEACH WHERE CUSTOMERS LEARN
© 2014 CEB. All rights reserved 
53 
REVISING THE COMMERCIAL FRONT
© 2014 CEB. All rights reserved 
Matt Kiel 
Senior Director, CEB 
www.thechallengersale.com 
@CEB_Challenger 
Thank You
Questions & Answers
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Social Selling Breakfast, Stockholm

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We were delighted to be joined by the CEB and sales leaders in Stockholm for a 'social selling' breakfast packed full of insight on leading with warm introductions and team selling.

Published in: Sales

Social Selling Breakfast, Stockholm

  1. 1. Breakfast with LinkedIn – The Social Selling era ©2014 LinkedIn Corporation. All Rights Reserved. Lesley Ronaldson Sales Manager, LinkedIn November 6, 2014 #socialselling
  2. 2. Agenda for today 8.30 am Welcome Lesley Ronaldson 8.40 am Introducing the social selling era Kevin Scott 9.00 am The social buyer Robin Björklind 9.15 am LinkedIn Sales Navigator - Live demo Theresa Mathiesen 9.35 am How social media is shaping demand Matthew Kiel, CEB 10.00 am Questions & Answers Full Panel
  3. 3. Stockholm Social Selling Most Popular Most Endorsed Earliest Adopter Most Connected Hans Grünewald Magnus Jansson Douglas Dabérius Douglas Dabérius
  4. 4. For our customers Hire Power half of all hires Market The most effective way for marketers to engage professionals Sell The start of every sales opportunity
  5. 5. Introducing the Social Selling Era Kevin Scott Head of Sales Solutions EMEA LinkedIn
  6. 6. Source: Billy Gast, April 14, 2010, Flickr
  7. 7. LinkedIn Sales Solutions Mission Connect the world’s buyers and sellers to build relationships.
  8. 8. Members first
  9. 9. % of B2B Buyers use social media to make purchasing decisions
  10. 10. % Of B2B decision-makers expect new or different insights from sales professionals
  11. 11. More likely to engage with sales professionals via warm introduction than cold outreach.
  12. 12. Sales Professionals Who Are Social Selling 51% more likely to exceed quota Exceed Quota 3X more likely to go to club Go to Club Promoted to VP 17 months faster Get Promoted Faster
  13. 13. Social Selling Defined
  14. 14. Create a professional brand Find the right people Engage with insights Build strong relationships Social Selling Defined…
  15. 15. Laggards 0 100 Leaders Social Selling Index
  16. 16. Apr. 2012 July 2014 87% As measured by growth in SSI Social Selling is Growing 12.2 22.8
  17. 17. April 2012 Today 18.7 14.7 12.9 12.4 10.9 11.8 12.0 10.6 10.9 8.9 8.7 8.8 7.5 32.6 26.1 24.1 23.7 23.0 22.4 22.1 21.5 21.3 19.6 19.0 18.8 16.6 Technology – Software Professional Services Media & Entertainment Telecommunications Oil & Energy Technology – Hardware Financial Services & Insurance Healthcare & Pharmaceutical Government/Education/Non-Profit Architecture & Engineering Aero/Auto/Transport Manufacturing/Industrial Retail & Consumer Products
  18. 18. April 2012 Today 18.7 14.7 12.9 12.4 10.9 11.8 12.0 10.6 10.9 8.9 8.7 8.8 7.5 32.6 26.1 24.1 23.7 23.0 22.4 22.1 21.5 21.3 19.6 19.0 18.8 16.6 Technology – Software Professional Services Media & Entertainment Telecommunications Oil & Energy Technology – Hardware Financial Services & Insurance Healthcare & Pharmaceutical Government/Education/Non-Profit Architecture & Engineering Aero/Auto/Transport Manufacturing/Industrial Retail & Consumer Products Over 100% Growth
  19. 19. NAMER 24.6 LATAM 15.3 EMEA 22.5 SE ASIA 19.9 ANZ 24.0 Nordics 23.8
  20. 20. 22.8 Find the right people Build strong relationships Create a professional brand Engage with insights Social Selling Index Worldwide Reps 10.4 5.0 1.6 5.8 Attendees 16.2 12.9 7.6 12.3 49.0 How Are We Doing in the Room? Nordic Reps 11.0 5.3 1.5 6.0 23.8
  21. 21. ENTERPRISE SMB Companies with the Highest SSI in the Room 1 2 3 4 5 1 2 3 4 5 53.2 48.6 48.3 47.4 40.5 60.6 53.5 47.3 44.8 43.3
  22. 22. 4 Jonas Branning Country Manager, Tech Mahindra 71.3 3 Henrik Henriksson Co Owner, Adviser Partner 71.8 2 Douglas Dabérius Business Development Director, Mavenir Systems 72.5 1 Frederick Fiifi Owusu Business Development & Strategy, Carlsberg Group 75.9 Which attendees have adopted social selling the most?
  23. 23. LinkedIn Sales Solutions Mission Connect the world’s buyers and sellers to build relationships.
  24. 24. THE SOCIAL SELLING ERA & BUYER BEHAVIOUR Robin Björklind Account Executive, LinkedIn 24
  25. 25. are now involved in the average B2B buying decision people Boss Peer Direct report Business leader Cross-functional partner Corporate Executive Board 2013 – Winning The Consensus Purchase Your target buyer 5.4 Decisions involve more people than ever before
  26. 26. % of B2B buyers now use social media to be more informed on vendors IDC 2014 – Social Buying Meets Social Selling Decision makers rely on social media to choose between potential vendors Network referrals Company White papers websites Blog posts Company pages Your target buyers Social relationships
  27. 27. Your competitor Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level % of decision makers say they never respond to cold outreach Decision makers now ignore cold outreach You Your competitor X X X Your target buyers
  28. 28. 5.4 75 of B2B buyers now use social media to be more informed on vendors % 90 of decision makers say they never respond to cold outreach % people are now involved in the average B2B buying decision Corporate Executive Board 2013 – Winning The Consensus Purchase Corporate Executive Board 2012 – New Decision Timeline Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level The buyer’s process has changed
  29. 29. 75 % of B2B buyers now use social media to be more informed on vendors Relying on the buyer to inform you on key updates 5.4 people are now involved in the average B2B buying decision Looking for one all-powerful decision maker 90 % of decision makers say they never respond to cold outreach Cold-calling prospects like they’re just a name in a database I found out a month later the Director of Marketing left my account and joined another top prospect of mine The VP of Marketing went dark and now I’m back at square one I keep pounding – email, phone, voicemail – but can’t get a response How well has your team adapted to this new normal? Are you still: “ ” “ ” “ ”
  30. 30. Focus on the right people and companies Stay informed on key updates at your target accounts Build trust with your prospects and customers Building relationships with prospects and customers is different in this new normal. You need to:
  31. 31. Billions of professional relationships 313M+ members 2B+ member updates per week LinkedIn has a wealth of information on the people & companies with whom you want to build relationships
  32. 32. Today: your personal network All that LinkedIn has to offer YOU Just what you need for sales To tap into the power of LinkedIn for sales, you need to expand your access and tailor your experience
  33. 33. Relevant news LinkedIn’s network data Your accounts, leads & preferences Sales Navigator makes it simple to establish and grow relationships with your prospects and customers Sales Navigator
  34. 34. LIVE DEMO: Sales Navigator Theresa Mathiesen Account Executive, LinkedIn 34
  35. 35. © 2014 CEB. All rights reserved Version: X.X Last modified: [insert date format: DD Month YYYY] CONFIDENTIAL OR CONFIDENTIAL-RESTRICTED [Delete as appropriate] Getting In Early Shaping Demand Through Pre- Funnel Engagement Matthew Kiel Senior Director, CEB
  36. 36. © 2014 CEB. All rights reserved 36 FINDING A READY CUSTOMER
  37. 37. © 2014 CEB. All rights reserved 37 RELEGATED TO FULFILLMENT
  38. 38. © 2014 CEB. All rights reserved 38 IN SEARCH OF ANSWERS
  39. 39. © 2014 CEB. All rights reserved 39 GATHER DEEP INTELLIGENCE
  40. 40. © 2014 CEB. All rights reserved 40 OWN LEAD GENERATION
  41. 41. © 2014 CEB. All rights reserved 41 LEAD WITH INSIGHT
  42. 42. © 2014 CEB. All rights reserved 42 GAIN PRESENCE AND INFLUENCE
  43. 43. © 2014 CEB. All rights reserved 43 SHAPING DEMAND
  44. 44. © 2014 CEB. All rights reserved 44 FILTERING OUT THE NOISE
  45. 45. © 2014 CEB. All rights reserved 45 GAINING INFLUENCE
  46. 46. © 2014 CEB. All rights reserved 46 EARNING INFLUENCE
  47. 47. © 2014 CEB. All rights reserved 47 MASS CUSTOMISATION
  48. 48. © 2014 CEB. All rights reserved 48 PRINCIPLES OF “SOCIAL SOUNDBITES”
  49. 49. © 2014 CEB. All rights reserved 49 AUTHENTIC AND EASY
  50. 50. © 2014 CEB. All rights reserved 50 SPEEDY AND IMPRESSIVE RESULTS
  51. 51. © 2014 CEB. All rights reserved 51 SHAPING, NOT REACTING
  52. 52. © 2014 CEB. All rights reserved 52 TEACH WHERE CUSTOMERS LEARN
  53. 53. © 2014 CEB. All rights reserved 53 REVISING THE COMMERCIAL FRONT
  54. 54. © 2014 CEB. All rights reserved Matt Kiel Senior Director, CEB www.thechallengersale.com @CEB_Challenger Thank You
  55. 55. Questions & Answers

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