1

Introduction to Social Selling for

Financial Services

Ryan Freeman

Head of Financial Services Sales

– Midwest

2

Why are we here today?

3

Social Selling Defined

Create a professional brand

Find the right people

Engage with insights

Build strong relationships

Who are the Social Selling leaders in the room?

1 81Mike Harley

3 79Bob Swanson

2 81Jack McGreal

4 77Belinda Macaluso

5 77Dominick Cabal

6 76Erin Egan

8 75Dawn Hershik

7 76David Heinke

9 73Erica Sundstrom

10 72Shellane Sauer

* Data represents the previous month’s SSI score and is not representative of a cohort.

5

You have vast and important networks

69,239 Connections

44% Director & Above Connections

6% of Connections outside your Country

Social selling is happening across all social media

For B2B, LinkedIn is at the bulls eye

400M+

HIRE MARKET SELL WORK

11

Connect the world’s buyers and sellers to build relationships.

LinkedIn Sales Solutions Mission

12

Why is social selling here today?

The Buying Process Has Changed

people are now involved

in the average B2B

buying decision

of B2B buyers now use

social media to be more

informed on vendors

of decision-makers say

they never respond to cold

outreach

14

Traditional vs Social

The Competitive Landscape has Changed

19

LinkedIn Sales Navigator

Overview

Social Selling with Sales Navigator:

Components & Measurement

The Components of Social Selling

Create a professional brand

Find the right people

Engage with insights Build strong relationships

Each component is part of your Social Selling Index score

and valued at 25 points for a total possible score of 100

The impact of SSI

New clients

Meetings secured

Opportunities generated

(1) Based on responses to the question “which of the following best describes your expected performance against your individual projected target revenue for 2014?”

Source: LinkedIn Data

Why does this matter? Agents and brokers with a higher SSI score are

significantly more likely to win business through LinkedIn

3xAs likely to find a

potential new

client

5xAs likely to

accelerate a deal

cycle

2xAs likely to

exceed quota(1)

• Publish brand-

related content

• Have a complete

profile

• Ensure a

professional photo

1. Create a Professional Brand

Miranda BaylorSupporting Bio-Pharmaceutical Innovation at XYZ Co.

XYZ Co.

New State Co.

Alma Mater University

Current:

Previous:

Education:

Published by Miranda:

2. Find the Right People | Targeted Search

26

2. Find the Right People | Contextualized Results

27

2. Find the Right People | Money in Motion

28

2. Find the Right People | Leverage networks

Tap into wider

connections of your

colleagues

TeamLink

enables you to leverage

your company’s network

to find introductions into

your accounts or territory

even when you’re not

connected

The ultimate “Who Know

Who”

29

2. Find the Right People | 24x7 Prospecting

30

2. Find the Right People | Actionable Timely Relevant

Respond to trigger events Lead

updates

• New team connections

• Job changes or

promotions

• A share by a saved lead

• A new lead

Personalize your

messages

Demonstrate Subject

Matter Expertise

Let your prospects

understand how you

can relate

3. Engage with Insights

4. Build Strong Relationships

Leverage your network

and Navigator to gain

access to your

prospects

Join groups that your

prospects might find of

interest and engage

with content and

comments that show

your added value

Gain insights and engage from anywhere

Desktop Email

Mobile

CRM

34

Call to Action: Start Social Selling

Build Strong Relationships

Create a Professional Brand

Find the Right People

Engage with Insights

For more on LinkedIn Sales Navigator, visit sales.linkedin.com

Polish Your LinkedIn Profile

Learn what they care about

Leverage Warm Introductions

Use Personalized InMails

Measure Your Success Track Social Selling Index

35

Customer Panel

Mike WerryDirector of Sales Strategy,

Operation & Partnerships

Home Equity Bank

Financial Services: Leveraging LinkedIn to Successfully Social Sell

Kara WolfeSocial Media Manager

Marsh

Learn more at: business.linkedin.com/sales-solutions/financial-services

Q&A

37

Kara WolfeSocial Media Manager

Marsh

Ryan Freeman

Head of Financial

Services - MidwestLinkedIn

Mike Werry

Director of Sales

Strategy, Operations &

PartnershipsHomEquity

©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.