measuring the roi of social selling

Assessing the ROI of Social Selling

MICHAEL IDINOPULOS, PEOPLELINX CMO

@Kissmetrics

#KissWebinar

@thuelmadsen

Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics,

he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find

him hiking in the Sierras.

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen

Michael is currently CMO at PeopleLinx. He previously served as Chief Customer Officer at Socialtext,

bringing the first social software inside corporate, nonprofit, and government organizations. Michael

holds a Ph.D. in philosophy from U.C. Berkeley and currently lives in Philadelphia with his wife and three

children.

MICHAEL IDINOPULOS CMO, PeopleLinx

@michaelido

@peoplelinx

#KissWebinar

@michaelido

1 Why Social Selling?

Employee Advocacy

Prospecting

Deal Nurturing

2 Measuring the ROI

3 Section Three – The Change Journey

TABLE OF CONTENTS

WATCH WEBINAR RECORDING NOW

http://grow.kissmetrics.com/webinar-128?utm_medium=slideshare&utm_source=slideshare&utm_content=webinar128

B2B BUYERS ARE CHANGING

Sources: Corporate Executive Board, Telenet, Ovation Sales Group

Calls required to reach a buyer (up from 3.7 in 2007).

HARDER TO REACH

8Decision-makers participate in an average enterprise purchase.

CONSENSUS-DRIVEN

5.4Of buyers’ decision is already made before speaking with a sales rep.

SELF-EDUCATING

60%Of B2B executives use social media to research buying decisions.

USING SOCIAL

84%

6.2

10 11.57

12.81

0

2

4

6

8

10

12

14

Conducts Non Traditional Customer Due Dilligence

Personally Owns Lead Generation

Leads With Insight Uses Social Media as a Critical Channel

Impr

ovem

ent P

roba

bility

of

beco

min

g a

Top

Perfo

rmer

SOCIAL SELLING IS CRITICAL TO EARLY ENGAGEMENT

Sources: Corporate Executive Board

PUNDITS SAY IT’S AWESOME

MARK FIDELMANForbes

“ 78% of salespeople using social media outsell their peers.

Will you see similar results?

MEASURE FOR YOURSELF

SOCIAL SELLING INDEX (SSI)

KLOUT SCORE

WHAT’S MISSING

SOCIAL IS JUST A CHANNEL

Awareness

Lead Generation

Qualification

Opportunity

Upsell

Referral

Employee Advocacy

Prospecting

Deal Nurturing

THE CHANNEL SUPPORTS THREE SALES ACTIONS

EMPLOYEE ADVOCACY METRICS: CLICKS, FORM-FILLS

SOCIAL PROSPECTING METRICS: MEETINGS, OPPORTUNITIES

NURTURE METRICS: WIN RATES, CYCLE TIMES

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CRM CAN REPORT THIS…

WHEN SOCIAL ACTIONS ARE ASSOCIATED WITH OUTCOMES

Employee Advocacy

Prospecting

Deal Nurturing

Capture “Social” as Lead Source & Opportunity Source in CRM

Capture social gestures in activity history (hard to do manually)

Share tracker URLs on social (More segmented = more info)

WHICH WAY DOES THE CAUSAL ARROW POINT?

$1-2 CPC 30-40% of form-fill conversions contributed by social 3-4x increase in outbound yield v. cold-calling 10-20% increase in win rate 20-30% acceleration in cycle times

WHAT SUCCESS LOOKS LIKE

THREE THINGS YOU CAN DO RIGHT NOW

Give employees unique tracker URLs for social sharing Add “Social” to lead/deal source Capture success stories

Sources: PeopleLinx The State of Social Selling – 2015

REPS NEED HELP

Train employees on social selling

Encourage use of social

selling

Measure Results of social

selling

EMPLOYERS AREN’T HELPING

EMPLOYER SUPPORT MAKES A BIG DIFFERENCE

SOCIAL SELLING MATURITY MODEL (SSMM)

(No Change to Lift)1-2%Policy

Training

Integration

Optimization

Increase to

7-8%

Increase to

10-15%

Increase to

15-20%

Random Acts of Social Sales Lift1-2%

MICHAEL IDINOPULOS CMO, PeopleLinx

@michaelido

THUE MADSEN Marketing Operations Manager, Kissmetrics

@thuelmadsen

Questions?