Company Confidential 1

Dancing with the Elephants in a Global World

Product Nation CampDec 5, 2013

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Quick Intro to ShopSocially

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... social commerce for retailers

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Benefits (click images to learn more)

$50MM+ in attributable, incremental revenue &

counting

Via friend recommendation, the best

possible way

Social signals are the #1 driver for SEO rank

• 2MM+ Facebook fans• 1MM+ Email subscribers• 4MM+ Rich profiles (b’day, gender, geo, likes & more)

200MM+ word-of-mouth impressions & counting

Social influencers,trending products & more

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B2B Sales in US Markets for India Companies

ShopSocially’s experiences

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Suggested Agenda

• Interactive Presentation – Samir• Interactive Presentation – Girish• Open Q & A

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Ground Rules

• Leave all mobiles switched off except during the break

• Please limit “air time”• Be succinct

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• How to get the customer interested?• How to get the customer to try your

product?• How to lock the customer in?

Things critical for a sale

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• Founders had to do the selling first– Sales people need a template to selling

• Changed our pitch multiple times• Trials were conducted in an ad hoc fashion

– We learnt from the trials– Now we have set methodology that is very

likely to succeed

Initial Sales

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• Pricing was a challenge. No pricing precedent– Started with Cost per Sale pricing

• Too much variability• Too much pressure to keep campaigns active

– Move to fixed monthly subscription• Either our pricing scared away merchants• OR we were leaving money on the table.

– Monthly subscription + cost per social action• Allows us to go low if needed• Covered on the high end with overages

• Performance + stickiness are very important

Pricing

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• Offer free trials if possible.– It eliminates the barrier to get engaged

• Started by offering free trials– Our product was not naturally sticky– People would kick tyres for a month and then

cancel. We spent a lot of time serving junk customers.

– Offer trials ONLY if the product is sticky or shows performance without too much hand-holding.

• If the product is not sticky, add sticky features– Sticky means like if they pull the product out of

their system, they should scream in pain.

Trials

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• Create a sales template– How will it benefit the customer?– How will it integrate?

• Visuals are extremely important– Stunning visuals will make a difference– Show customers the tool in “their” context if

possible• Do not expect them to extrapolate mentally about

how the product will fit in their environment

• Be ready with pricing– Some of our customers close immediately

Sales Lessons

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• Channels are extremely important to create scale.

• Identify possible ways of distributing the product.

• Create a value proposition specific to a channel• Channels for ShopSocially

– Brand Agencies– SEO Agencies– Affiliate Networks– Tag Companies– Shopping Cart Providers

• Decide on the cut to be given to that channel

Channels

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• Physical Product– Processes to do trials, shipments has to be

extremely mature– Lot of working capital needed to distribute

physical product– Distributors have to stock the product– Resellers sell the product, but do not stock it

• Online Product– Get customer to visit your website– Get the customer to try the product– Lock the customer in

Physical Product vs Online Product

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• Inbound Leads– Referrals from our own product (Powered by ShopSocially) 60% of our

inbounds– Success Story Webinars (once a month)– Thought leadership articles – blogs (twice a month)– Guest blogs (once a month)– Competitor press releases (twice a month)– Best practice series– Social Edge Newsletter

• Outbound Leads– Use LinkedIn to search for customers in a category– Build lists, name, email, phone– Efficient Lead Sources

• LinkedIn • Dedicated lead lists (e.g. retail, data.com)• Published lead lists• Need to extract email and phone #

– Inefficient Lead Sources• Conference Attendees

Strategies

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• Email the lead– Invite to webinar OR– Invite to read a whitepaper or interesting

article– On click, call the lead

• Follow up– Arrange a phone meeting– For large customer, in-person meeting– Persistent follow-up required

• Automated follow up via Pardot (not customized)• Or manual followup (using a person)

Outbound lead touch strategy

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Split of customer facing functions

SalesMarketing

(Conferences)Business

Development

Post-sales Customer Success

Sales

Customer Support

Global Split

Campaign Creation &

Support

Business Analytics

US

IndiaMarketing

(Blog, Webinar, Lead Gen,

Collateral, Site)

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Thanks