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Integrating social media into the B2B sales process should be a key objective of forward-thinking startups and growing organizations. Learn how marketers can prepare their B2B sales teams for success with social media. With content tailored for entrepreneurs, marketers and sales professionals, this presentation covers: -Understanding the value of social media for B2B sales -Choosing the right social media platforms for your customers -Identifying content opportunities -Increasing engagement -Determining the right tools to use We will also discuss social media training and onboarding best practices. Join us as we examine how marketing can help B2B salespeople leverage social media to build relationships with prospects and customers at all stages of the buying cycle.
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@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
How Marketing Can Make Social Media Easy for the B2B Sales Team
September 23rd, 2013
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
Agenda
1 Introductions
4 5
3 Finding The Right Platforms
2 Why Use Social Media for Sales? 7 Creating a Plan
9 Additional Resources
8 Taking Relationships Offline
6 How Marketing Can Make It Easy
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
• Marketing Manager, Venture Accelerator Partners
• B2B marketing and sales roles with TELUS and Microsoft Canada
Introductions
• Co-Founder, Venture Accelerator Partners
• 10 years at a Fortune 500 company in various sales, marketing, and leadership roles
Mark Elliott Sam Brennand • Outsourced sales,
marketing, and social media services for growing companies
• Worked with dozens of companies and driven millions of dollars in revenues
VA Partners
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
• Competitive intelligence
• Account management • Prospecting • Stay top of mind • Demonstrating subject
matter expertise
Why Use Social Media for Sales?
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
Where Do You Stand?
LinkedIn’s ‘Social Selling’ Spectrum:
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
• Where are your customers and partners?
• How do they like to get information?
• Don’t spread yourself too thin
• Maximize your ROI
Which Platform Works for You?
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
Why LinkedIn?
Source: TechVibes
Source: Carabiner PR
Why Twitter?
85% 82%
77% 36%
71%
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
• Create great content that solves your customers’ problems
• Consistent blogging • White papers • eBooks • Case studies • Videos • Webinars • Events
How Can Marketing Help?
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
• Make it easy • Start small • Use free (or nearly free) tools • Create lists • Schedule and send reminders • Keep it simple and consistent on
social platforms • Create easy to follow best
practice documents
How Can Marketing Help?
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
• Sales enablement with social media
• Set an example • Help sales understand customers by sharing social insights • Set activity targets • Put sales reps on a pedestal • Measure results • Training sessions
How Can Marketing Help?
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
• Solicit the sales team’s feedback
• Weekly/monthly meetings • Compile customer stories • Celebrate and promote social selling success stories
How Can Marketing Help?
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
LinkedIn: The Basics
Link to Company
Page
Photo
Complete Profile
Join Groups
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
• Make connections with existing accounts
• Watch for profile changes
• Add 1 connection a day • Update status • ‘Like’ posts • Participate in groups • Answer questions
Account Management with LinkedIn
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
• Leverage 2nd Connections • Company Page
• Connections • Company Details
• Searches • Company • Contacts
• inMail • Who’s looking at you? • Always connect
LinkedIn Prospecting
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
• Completed profile, with picture
• Create lists • 3rd Party Sources • Company • Prospects • Customers • Competitors
• Create searches • Use tools
• Web • Mobile
Twitter: The Basics
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
• Use it every day • Follow before engaging • RT is powerful • Events and ‘#’ • Don’t be afraid to
connect with an @reply, but don’t pester
Using Twitter
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
• Set aside time regularly • Set goals • Connect • Everyone loves a RT/
Share • Don’t just share your
info • Create lists • Help others
Creating a Plan
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
• Find the connectors • Meet at events • Ask new connections for
a coffee or a call • Review older connections
and schedule meetings • Offer to help before you
ask for anything
Taking Relationships Offline
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
@B2Bspecialist Linkedin Group
Great Resources
@aprildunford @markevans @CopywriterTO @MaRSDD
@james_t_shanks
@markeelliott @sambrennand @vapartners
#smwB2BSales Join the Conversation:
@markeelliott
Connect With Us
@sambrennand
@MaRSDD
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