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Accelerate SalesLinkedIn + Twitter Together
ScaleSocial Selling
Introduction
Purpose & Overview 1
LinkedIn + Twitter Better Together 2
LinkedIn 3
Twitter 4
Social Selling Team
Contents
Objectives & Key Results
OKRs 5
Scaling Practices
It's a Team Sport 9
SMarketing 10
Team Alignment 11
Collaboration Platform 12
Teachable & Repeatable 6
Optimize Knowledge & Skills 7
Learning Management System 8
Launch
Readiness Checklist 13
Next Steps
FREE Online Course 14
We highlight why LinkedIn and Twitter
are better together and provide a simple
blueprint to scale social selling.
Successful social selling takes a cross-
department team. We show how to
organize your team, facilitate
collaboration and implement processes &
procedures to achieve objectives & key
results.
The purpose of this eBook is to help those individuals and
organizations actively adopting “social selling” to scale their
activities and accelerate the sales process.
Introduction
1
Purpose and Overview
LinkedIn + Twitter are Better Together
Why are LinkedIN & Twitter better together?
LinkedIn provides deeper information about members
professional profiles and their employers and it has become
an excellent publishing and content sharing platform.
Twitter is fast and frictionless; there is no permission required
to engage with any user in the world.
Get the best of both platforms using them together: deep
profile information with speed and real-time conversations.
2
LinkedInThe growth in LinkedIn is amazing, growing from 37 million
in 2009 to 364 million in Q1 2014; two new members join
every second.
LinkedIn + Twitter
Easily find and engage with your ideal buyer with advanced
search filters and key word search criteria.
Amplify and build personal and brand audience and
reputation with LinkedIn's Publisher, Pulse, and Slideshare.
3
Twitter’s growth is pretty amazing too. Here’s some more
interesting facts:
LinkedIn + Twitter
Twitter is used by 23 percent of online adults (that
compares favorably to LinkedIn at 26 percent)
The 55 to 64 year old is the fastest growing age
cohort
42 percent of users will learn about products or
services thru Twitter.
Twitter is rapidly transforming features and functionality to
be an even better platform for business development.
4
OKRs
Objectives & Key Results
OKRs can help you focus on your company goals and reflect
on progress each quarter. Some of the biggest tech
companies in the world use OKRs including Google, Zynga,
Upstart and many others.
The primary social
selling objectives are to Find,
Attract, Engage, Nurture and
Convert prospects to buyers
throughout the customer
journey.
We define Key Results as the
trackable LinkedIn & Twitter
metrics like new
connections; comments, imp
ressions, followers, and
more.
5
Teachable & Repeatable
With every task a team member performs, ask a basic
question; how can the thought process and task be taught
to someone else.
Scaling Practices
For example; create a clear picture of your ideal buyer using
LinkedIn Advanced Search filters with Key Words and Sales
Assistants can be trained to target and find new potential
prospects for each Sales Rep.
Finding prospects is teachable and repeatable.
A key to scaling social selling is
the ability to increase the activities
that fill the top of the sales funnel
and help sales reps spend more
time developing relationships &
selling.
6
Optimize Knowledge & Skills
Scaling Practices
Selling today is a blend of content marketing, nurturing, and
delivering new, unexpected solutions to your prospects. For
best results each team member should do the work that
makes the most of their knowledge, skills, and interests.
Ask -- Who's best at creating content?; Presenting complex
solutions?; Consistently doing routine tasks?
7
Learning Management System
Scaling Practices
The Learning Management System, LMS, is being used by
more organizations as a highly effective platform to share
knowledge across departments.
Plan to integrate LMS to educate and train all team members
on social selling best practices and training to use a mix of
cloud tools.
8
It's a Team Sport
Successful selling in today’s fast changing and competitive
marketplace requires more than a talented sales rep; it takes
a team.
The Social Selling Team
The team should be built with all the disciplines that are
involved throughout the customer’s decision journey; sales,
marketing, social media, and customer service.
It's also important that the team is lead by a senior person of
authority from the C-Suite.
9
HubSpot's "smarketing" refers to alignment between your
sales and marketing teams created through frequent and
direct communication between the two.
SMarketing
Marketing, Engagement & Promotion
Persuasion & Selling
Organization efficiency and performance optimization is best
achieved when the people with the right knowledge, skills, and
interests are the best fit for the tasks.
We divide the knowledge & skills for social selling into two
primary segments:
10
The Social Selling Team
Team Alignment
A good starting point to achieve team alignment is to gather
all departments together, in an open and collaborative
environment to discuss roles and responsibilities as they
apply through all stages of the sales and marketing process.
We recommend following HubSpot's approach and
establish a Service Level Agreement between Sales &
Marketing. The goal is to have measurable goals that each
team agrees to hit so there's mutual accountability.
The Social Selling Team
11
Collaboration Platform
The Social Selling Team
Things happen very fast in the digital and social world, so it's
important to have a simple and effective platform for team
communications and collaboration. Consider building your
platform with these low-cost cloud tool options.
Google Apps for Work are low cost
and very effective cloud integration
for email, IM, video chat, & sharing of
calendars & documents.
Basecamp and Asana are two cloud platform
to manage team projects and tasks.
Skype, Google Hangouts, Zoom, and
GoToMeeting are video conference
meeting platforms that enable teams to
work together from anywhere in the world.
12
Readiness Checklist
Launch Plan
It's important to assess your organizations readiness to
before launching your social selling program. Check off
everything on this list and you should be ready to get
started:
C-Suite Leadership & Resource Commitment
Active Inbound Marketing
Alignment between Sales & Marketing
Establish Objectives and Key Results (OKRs)
Social Selling Tools & Best Practice TrainingEstablish Collaboration Platform
Content Creation and Curation Process
CRM
Marketing Automation
Click HERE to take the FREE beyondthehedge
Assessment and Alignment Survey.
13
FREE Online Course
Ready to put the Scaling Social Selling Blueprint into action?
Next Steps
We invite you join the beyondthehedge community and
get instant access to our FREE course, LinkedIn +
Twitter: Better together.
14
Launch Plan
