social selling breakfast, stockholm

Breakfast with LinkedIn – The Social Selling era

©2014 LinkedIn Corporation. All Rights Reserved.

Lesley Ronaldson Sales Manager, LinkedIn

November 6, 2014

#socialselling

Agenda for today

8.30 am Welcome Lesley Ronaldson

8.40 am Introducing the social selling era Kevin Scott

9.00 am The social buyer Robin Björklind

9.15 am LinkedIn Sales Navigator - Live demo Theresa Mathiesen

9.35 am How social media is shaping demand Matthew Kiel, CEB

10.00 am Questions & Answers Full Panel

Stockholm Social Selling

Most Popular

Most Endorsed

Earliest Adopter

Most Connected

Hans Grünewald

Magnus Jansson

Douglas Dabérius

Douglas Dabérius

For our customers

Hire

Power half of

all hires

Market

The most effective way for

marketers to engage professionals

Sell

The start of every sales

opportunity

Introducing the Social Selling Era Kevin Scott Head of Sales Solutions EMEA

LinkedIn

Source: Billy Gast, April 14, 2010, Flickr

LinkedIn Sales Solutions Mission

Connect the world’s buyers and sellers

to build relationships.

Members first

% of B2B Buyers use social media to

make purchasing decisions

% Of B2B decision-makers expect new

or different insights from sales

professionals

More likely to engage with sales

professionals via warm introduction

than cold outreach.

Sales Professionals Who Are Social Selling

51% more likely to

exceed quota

Exceed Quota

3X more likely to go

to club

Go to Club

Promoted to VP 17

months faster

Get Promoted Faster

Social Selling Defined

Create a professional brand

Find the right people

Engage with insights

Build strong relationships

Social Selling Defined…

Laggards

0 100

Leaders

Social Selling Index

Apr. 2012 July 2014

87%

As measured by growth in SSI

Social Selling is Growing

12.2

22.8

April 2012

Today

18.7

14.7

12.9

12.4

10.9

11.8

12.0

10.6

10.9

8.9

8.7

8.8

7.5

32.6

26.1

24.1

23.7

23.0

22.4

22.1

21.5

21.3

19.6

19.0

18.8

16.6

Technology – Software

Professional Services

Media & Entertainment

Telecommunications

Oil & Energy

Technology – Hardware

Financial Services & Insurance

Healthcare & Pharmaceutical

Government/Education/Non-Profit

Architecture & Engineering

Aero/Auto/Transport

Manufacturing/Industrial

Retail & Consumer Products

April 2012

Today

18.7

14.7

12.9

12.4

10.9

11.8

12.0

10.6

10.9

8.9

8.7

8.8

7.5

32.6

26.1

24.1

23.7

23.0

22.4

22.1

21.5

21.3

19.6

19.0

18.8

16.6

Technology – Software

Professional Services

Media & Entertainment

Telecommunications

Oil & Energy

Technology – Hardware

Financial Services & Insurance

Healthcare & Pharmaceutical

Government/Education/Non-Profit

Architecture & Engineering

Aero/Auto/Transport

Manufacturing/Industrial

Retail & Consumer Products

Over 100% Growth

NAMER

24.6

LATAM

15.3

EMEA

22.5

SE ASIA

19.9

ANZ

24.0

Nordics

23.8

22.8

Find the right people

Build strong relationships

Create a professional brand

Engage with insights

Social Selling Index

Worldwide

Reps

10.4

5.0

1.6

5.8

Attendees

16.2

12.9

7.6

12.3

49.0

Analysis throughout looks at SSI in July 2014 of sales professionals with a standardized company, that have logged in at least once in the last year, and are

not also tagged as recruiters / HR

How Are We Doing in the Room?

Nordic

Reps

11.0

5.3

1.5

6.0

23.8

ENTERPRISE SMB

Companies with the Highest SSI in the Room

1

2

3

4

5

1

2

3

4

5

53.2

48.6

48.3

47.4

40.5

60.6

53.5

47.3

44.8

43.3

4 Jonas Branning

Country Manager, Tech Mahindra 71.3

3 Henrik Henriksson

Co Owner, Adviser Partner 71.8

2 Douglas Dabérius

Business Development Director, Mavenir Systems 72.5

1 Frederick Fiifi Owusu

Business Development & Strategy, Carlsberg Group 75.9

Which attendees have adopted social selling the most?

LinkedIn Sales Solutions Mission

Connect the world’s buyers and sellers

to build relationships.

THE SOCIAL SELLING ERA & BUYER

BEHAVIOUR

Robin Björklind

Account Executive, LinkedIn

24

are now involved in the average B2B buying decision

people Boss

Peer

Direct report

Business leader

Cross-functional partner

Corporate Executive Board 2013 – Winning The Consensus Purchase

Your target buyer

5.4

Decisions involve more people than ever before

% of B2B buyers now use social media to be more informed on vendors

IDC 2014 – Social Buying Meets Social Selling

Decision makers rely on social media to choose between potential vendors

Network referrals

White papers Company websites

Blog posts

Company pages

Your target buyers

Social relationships

Your competitor

Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level

% of decision makers say they never respond to cold outreach

Decision makers now ignore cold outreach

You

Your competitor

X

X

X

Your target buyers

5.4 75 of B2B buyers now use social media to be more informed on vendors

% 90 of decision makers say they never respond to cold outreach

% people are now involved in the average B2B buying decision

Corporate Executive Board 2013 – Winning The Consensus Purchase Corporate Executive Board 2012 – New Decision Timeline

Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level

The buyer’s process has changed

% 75 of B2B buyers now use social media to be more informed on vendors

Relying on the buyer to inform you on key updates

5.4 people are now involved in the average B2B buying decision

Looking for one all-powerful decision maker

% 90 of decision makers say they never respond to cold outreach

Cold-calling prospects like they’re just a name in a database

I found out a month later the Director of Marketing left my account and joined another

top prospect of mine

The VP of Marketing went dark and now

I’m back at square one

I keep pounding – email, phone, voicemail

– but can’t get a response

How well has your team adapted to this new normal?

Are you still:

“

”

“

”

“

”

Focus on the right people and companies

Stay informed on key updates at

your target accounts

Build trust with your prospects and customers

Building relationships with prospects and customers is different in this new normal. You need to:

Billions of professional relationships

313M+ members

2B+ member updates per week

LinkedIn has a wealth of information on the people & companies with whom you want to build relationships

Today: your personal

network

All that LinkedIn has to offer

YOU

Just what you need for sales

To tap into the power of LinkedIn for sales, you need to expand your access and tailor your experience

Relevant news

LinkedIn’s network data

Your accounts, leads & preferences

Sales Navigator makes it simple to establish and grow relationships with your prospects and customers

Sales Navigator

LIVE DEMO: Sales Navigator

Theresa Mathiesen

Account Executive, LinkedIn

34

© 2014 CEB. All rights reserved

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CONFIDENTIAL OR CONFIDENTIAL-RESTRICTED [Delete as appropriate]

Getting In Early

Shaping Demand Through Pre-

Funnel Engagement

Matthew Kiel Senior Director, CEB

© 2014 CEB. All rights reserved 36

FINDING A READY CUSTOMER

© 2014 CEB. All rights reserved 37

RELEGATED TO FULFILLMENT

© 2014 CEB. All rights reserved 38

IN SEARCH OF ANSWERS

© 2014 CEB. All rights reserved 39

GATHER DEEP INTELLIGENCE

© 2014 CEB. All rights reserved 40

OWN LEAD GENERATION

© 2014 CEB. All rights reserved 41

LEAD WITH INSIGHT

© 2014 CEB. All rights reserved 42

GAIN PRESENCE AND INFLUENCE

© 2014 CEB. All rights reserved 43

SHAPING DEMAND

© 2014 CEB. All rights reserved 44

FILTERING OUT THE NOISE

© 2014 CEB. All rights reserved 45

GAINING INFLUENCE

© 2014 CEB. All rights reserved 46

EARNING INFLUENCE

© 2014 CEB. All rights reserved 47

MASS CUSTOMISATION

© 2014 CEB. All rights reserved 48

PRINCIPLES OF “SOCIAL SOUNDBITES”

© 2014 CEB. All rights reserved 49

AUTHENTIC AND EASY

© 2014 CEB. All rights reserved 50

SPEEDY AND IMPRESSIVE RESULTS

© 2014 CEB. All rights reserved 51

SHAPING, NOT REACTING

© 2014 CEB. All rights reserved 52

TEACH WHERE CUSTOMERS LEARN

© 2014 CEB. All rights reserved 53

REVISING THE COMMERCIAL FRONT

© 2014 CEB. All rights reserved

Matt Kiel

Senior Director, CEB

www.thechallengersale.com

@CEB_Challenger

Thank You

Questions & Answers