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Social selling has changed the sales and marketing process in companies of all sizes. Marketing and sales silos are coming down in favour of new, collaborative ways to improve customer engagement. Sales and marketing teams that embrace social selling and work together at every stage of the buyers’ journey are being rewarded with stronger pipelines and greater revenue performance. This session defines the new rules of social marketing and selling—a partnership.
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Sales & Marketing: A New Love Affaire?Ralf VonSosenHead of Marketing, Sales SolutionsLinkedIn
Jarther TaylorGM, Marketing – Medium Business, Telstra RetailSocial Selling Program – It is who you know
Koka SextonHead of Social Marketing, LinkedIn Sales SolutionHow Marketing Empowers Social Selling at LinkedIn
Telstra UnrestrictedSocial Selling Program | Oct 2014 Page 4
Why Social Selling?
91%of B2B buyers are involved in social media
30%time reduction requested in the vendor buying process
57%of the decision making for purchase is made before they contact the vendor
Forrester Research, Using Buyer Social Behaviour to Boost B2B Social Selling Success, 201http://www.socialbakers.com/countries/linked-in-country-detail/australia
Telstra Unrestricted Social Selling Program | Oct 2014 Page 5
Following a proven approach
50 participant trial Acquisition team focus Team based inclusion
Proof of Concept 1
250 participant pilotNational focus Influencer drive
Expanded Pilot 2
750 participant pilot National focus Content acceleration
Pilot + 3
Telstra Unrestricted
PRO
GR
AM
SU
PPO
RT
Social Selling Program | Oct 2014 Page 6
How to create a lasting customer experience…
CEO
CFO
SalesExecutive
CMO
CIO
MarketingManager
CUSTOMER BENEFITSRelevant contentDeeper relationshipsTrust
SALES BENEFITSCustomer CoverageSales UpliftAdvocacy
Telstra Influencers- Industry
- Solutions
TB Marketing & agencies
TB Marketing Social Selling Group
Sales
Telstra UnrestrictedSocial Selling Program | Oct 2014 Page 7
Supporting our participants…
Social Selling Forum
Fact & Tip Sheets
ZING rewards each week
Profile building tips
Content support through Bauer Media
Dashboard & results
Guest speakers at Q&A
Telstra UnrestrictedSocial Selling Program | Oct 2014 Page 8
Hypotheses
1. Social Selling results in increased sales opportunities
2. Advocacy is enhanced by Social Selling
3. Social selling results in broader and deeper customer relationships
Telstra UnrestrictedSocial Selling Program | Oct 2014 Page 9
1. Social Selling results in increased sales opportunities
AEs participating in the social selling pilot showed a higher sales volume than those not in the pilot
1.0x 1.15x1.42x
0.97xAEs in the pilot have
16%HIGHERPER CAPITA SALES
2013 2014Total Sales Mar / Apr
Pilot Non Pilot
Than those that aren’t(Mar – Apr)
Telstra UnrestrictedSocial Selling Program | Oct 2014 Page 10
2. Advocacy is enhanced by Social Selling
Potential buyers who had positive social media engagements with ICT vendors were more willing to
recommend those ICT brands
inNetPromoterScore+2.4
IMPROVEMENT
Telstra UnrestrictedSocial Selling Program | Oct 2014 Page 11
3. Social selling results in broader and deeper customer relationships
AEs on the social selling pilot have made over 60,000 connections as of May 2014
..on the which about 1/3 are consideredkey decision makers
Telstra UnrestrictedSocial Selling Program | Oct 2014 Page 12
Telstra Business Managed Marketing
AEs with higher sales were able to integrate social media more effectively into their
sales process
Establishing Connections
High performers used social media to establish
connection with their clients 2-3 times more often than
others
Prospecting New Leads
High performers used social media 50 – 60% more often than others in prospecting
for new leads.
Pitching a Product
High performers used social media to understand their client background when
pitching a product
Influence the deal
Closing the deal is often by telephone or face to face
but social media is used to share content which helps
influence the decision makers.
Telstra UnrestrictedSocial Selling Program | Oct 2014 Page 13
Key Learnings
Software is not the solution; a programme is
Invest in metrics; it’s harder than you think
Content sharing is challenging; but it is the key
Change management principles; WIFM for sales is not always clear
Jarther TaylorGM, Marketing – Medium Business, Telstra RetailSocial Selling Program – It is who you know
Koka SextonHead of Social Marketing, LinkedIn Sales SolutionHow Marketing Empowers Social Selling at LinkedIn
How LinkedIn Sales Solutions Marketing is empowering our LSS
sales pros
Think like a publisher
Turn your employee’s into the distributors
Empower your teams
Add Rich Media to Employee Profiles
Leverage your employee’s profiles to distribute content.
• Initially sent in batches• Incremental updates as needed
Use your statusupdates to promoteyour network
Use your statusupdates to inform your network
• Industry news• Relevant content• Press• Blogs• Content
Your networkIs your business.
Sales reps that exceed quota engage with prospects 39% more than
laggards
Sales reps that that exceed quota have their updates engaged 98%
more than laggards
more engagement Engagements received
Based on a global study LinkedIn ran in Q4 2013 of Q3 performance for reps focused on new business and reps focused on existing business. Respondents reported performance; they were matched to their LinkedIn profiles to understand their SSI.SSI leaders have an SSI > 70; SSI laggards have an SSI < 30
Why sharing is important?