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.

1. Breakfast with LinkedIn – The Social Selling era
©2014 LinkedIn Corporation. All Rights Reserved.
Lesley Ronaldson
Sales Manager, LinkedIn
November 6, 2014
#socialselling

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. Stockholm Social Selling
Most Popular
Most Endorsed
Earliest Adopter
Most Connected
Hans
Grünewald
Magnus
Jansson
Douglas
Dabérius
Douglas
Dabérius

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. Introducing the Social Selling Era
Kevin Scott
Head of Sales Solutions EMEA
LinkedIn

6. Source: Billy Gast, April 14, 2010, Flickr

7. LinkedIn Sales Solutions Mission
Connect the world’s buyers and sellers to build relationships.

8. Members first

9. %
of B2B Buyers use social media to make purchasing decisions

10. %
Of B2B decision-makers expect new or different insights from sales professionals

11. More likely to engage with sales professionals via warm introduction than cold outreach.

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. Social Selling Defined

14. Create a professional brand
Find the right people
Engage with insights
Build strong relationships
Social Selling Defined…

15. Laggards
0
100
Leaders
Social Selling Index

16. Apr. 2012
July 2014
87%
As measured by growth in SSI
Social Selling is Growing
12.2
22.8

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. 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. NAMER
24.6
LATAM
15.3
EMEA
22.5
SE ASIA
19.9
ANZ
24.0
Nordics
23.8

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. 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. 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. LinkedIn Sales Solutions Mission
Connect the world’s buyers and sellers to build relationships.

24. THE SOCIAL SELLING ERA & BUYER BEHAVIOUR
Robin Björklind
Account Executive, LinkedIn
24

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. %
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. 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. 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. 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. 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. 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. 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. 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. LIVE DEMO: Sales Navigator
Theresa Mathiesen
Account Executive, LinkedIn
34

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Getting In Early
Shaping Demand Through Pre- Funnel Engagement
Matthew Kiel
Senior Director, CEB

36. © 2014 CEB. All rights reserved
36
FINDING A READY CUSTOMER

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37
RELEGATED TO FULFILLMENT

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38
IN SEARCH OF ANSWERS

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39
GATHER DEEP INTELLIGENCE

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40
OWN LEAD GENERATION

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LEAD WITH INSIGHT

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42
GAIN PRESENCE AND INFLUENCE

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43
SHAPING DEMAND

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44
FILTERING OUT THE NOISE

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45
GAINING INFLUENCE

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46
EARNING INFLUENCE

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47
MASS CUSTOMISATION

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48
PRINCIPLES OF “SOCIAL SOUNDBITES”

49. © 2014 CEB. All rights reserved
49
AUTHENTIC AND EASY

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50
SPEEDY AND IMPRESSIVE RESULTS

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51
SHAPING, NOT REACTING

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52
TEACH WHERE CUSTOMERS LEARN

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53
REVISING THE COMMERCIAL FRONT

54. © 2014 CEB. All rights reserved
Matt Kiel
Senior Director, CEB
www.thechallengersale.com
@CEB_Challenger
Thank You

55. Questions & Answers