Marketing Content + Sales Relationships = More Customers

A Winning Formula:

Sales RelationshipsMarketing Content More Customers

+ =

Kurt ShaverThe Sales Foundrykurt@thesalesfoundry.com

Agenda

• The IT Sales Challenge

• Best of Both Worlds

• Your Sales Team’s Status

Today’s B2B buyers go 59% through the buying process before ever engaging a salesperson.

4

Buying Has Changed

“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.”

“…get introduced by someone I know…”

Get Introductions

“…or post something that catches my eye.”

Publish Content

No. 1 Tool for Business Networking

250M members

85M in United States

2.2M in IT

1.2M in Companies

> 500

108K Director

+

Pre-Social Media

Mrktg Dept

Social Media Era

Mrktg Dept

Mrktg Dept

Mrktg Dept

Mrktg Dept

Mrktg DeptMrktg

Dept

Marketing MessagesCompany Market

Marketing Content for Seller’s Social Networks

Best of Both Worlds

Marketing is trained, staffed, and authorize to create content.

Sales has personal

relationships and knows customers

best.

Marketing Sales Rep

B2B Lead Sources

“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.”

Marketing Automation Companies are Leaders in Social Selling

31% Greater team quota attainment with social selling techniques

Managed

Strategy and Formal

Training

Every Rep for Themselves

Stages of Corporate Social Selling

Managed

Strategy and Formal

Training

Every Rep for Themselves

Stages of Corporate Social Selling

Managed via

SystemStrategy

and Formal Training

Every Rep for Themselves

Stages of Corporate Social Selling

My salespeople know how to use

LinkedIn.

LinkedIn-savvy VP of Sales

45% over 300

4% post 1/wk

Profile Network

Prospect Share

4 Steps to Social Selling Success

What can I post today?

What can I post today? 1. Comment (or Like) others’ posts or

content

What can I post today? 1. Comment (or Like) others’ posts or

content

2. Original creation

What can I post today? 1. Comment (or Like) others’ posts or

content

2. Original creation

3. Curate content (internal or external)

New Feature Delivers Sharing Results

Denise MarlboroughDirector of MarketingNexus IS

“Social Selling helped Nexus

amplify our brand by leveraging 120 sales reps to educate and

influence our customers."

Content Apps for Social Selling

EnterpriseMrktg Library for Sales

Individual

General Purpose

SpecificPurpose

Find Out How Your Team is Doing

Request your report from kurt@thesalesfoundry.com

*Report fee waived for companies of 20+ reps

• See key LinkedIn metrics

• Establish baseline

• Compare to industry

benchmarks