marketing content + sales relationships = more customers
DESCRIPTION
From presentation at CRN magazine's Best of Breed conference. How IT solution providers can leverage social selling to increase their brand visibility.TRANSCRIPT
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A Winning Formula:
Sales RelationshipsMarketing Content More Customers
+ =
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Kurt ShaverThe Sales [email protected]
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Agenda
• The IT Sales Challenge
• Best of Both Worlds
• Your Sales Team’s Status
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Today’s B2B buyers go 59% through the buying process before ever engaging a salesperson.
4
Buying Has Changed
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“Want to reach me? Forget cold calls or email. You’d better get introduced by
someone I know or post something that catches my eye.”
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“…get introduced by someone I know…”
Get Introductions
“…or post something that catches my eye.”
Publish Content
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No. 1 Tool for Business Networking
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250M members
85M in United States
2.2M in IT
1.2M in Companies
> 500
108K Director
+
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Pre-Social Media
Mrktg Dept
Social Media Era
Mrktg Dept
Mrktg Dept
Mrktg Dept
Mrktg Dept
Mrktg DeptMrktg
Dept
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Marketing MessagesCompany Market
Marketing Content for Seller’s Social Networks
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Best of Both Worlds
Marketing is trained, staffed, and authorize to create content.
Sales has personal
relationships and knows customers
best.
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Marketing Sales Rep
B2B Lead Sources
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“It's hard to automate messaging in social media;
the channel values nuanced personal content over
marketing pitches.”
“…orders were four times higher than during the
same time the year before.”
"It isn't social media that creates ROI –
it's the sales team.”
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Marketing Automation Companies are Leaders in Social Selling
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31% Greater team quota attainment with social selling techniques
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Managed
Strategy and Formal
Training
Every Rep for Themselves
Stages of Corporate Social Selling
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Managed
Strategy and Formal
Training
Every Rep for Themselves
Stages of Corporate Social Selling
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Managed via
SystemStrategy
and Formal Training
Every Rep for Themselves
Stages of Corporate Social Selling
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My salespeople know how to use
LinkedIn.
LinkedIn-savvy VP of Sales
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45% over 300
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4% post 1/wk
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Profile Network
Prospect Share
4 Steps to Social Selling Success
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What can I post today?
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What can I post today? 1. Comment (or Like) others’ posts or
content
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What can I post today? 1. Comment (or Like) others’ posts or
content
2. Original creation
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What can I post today? 1. Comment (or Like) others’ posts or
content
2. Original creation
3. Curate content (internal or external)
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New Feature Delivers Sharing Results
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Denise MarlboroughDirector of MarketingNexus IS
“Social Selling helped Nexus
amplify our brand by leveraging 120 sales reps to educate and
influence our customers."
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Content Apps for Social Selling
EnterpriseMrktg Library for Sales
Individual
General Purpose
SpecificPurpose
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Find Out How Your Team is Doing
Request your report from [email protected]
*Report fee waived for companies of 20+ reps
• See key LinkedIn metrics
• Establish baseline
• Compare to industry
benchmarks