social selling for the b2b marketer
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Social Selling: !How to “sell” the way the !
customer wants to buy !
@Jill_Rowley
Social Selling EvangelistModern Marketing Expert
Startup Advisor
Meet the Modern Buyer
@jill_rowley #SocialSelling
Digitally-driven Socially-connected
Mobile Empowered
67% of the buying process is being done digitally
5.4 people are now involved in the average B2B buying decision.
75% of B2B buyers now use social media to research vendors.
90% of decision makers say they never respond to cold outreach.
74% of buyers choose the sales rep that was FIRST to add value and insight.
The reality of the Modern Buyer
Social Selling !#KnowThyBuyer !
Jill RowleySocial Selling Evangelist
Modern Marketing Expert
@jill_rowley #SocialSelling
@jill_rowley #SocialSelling
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Marketing Needs to Know More about Sales���������
Sales Needs to Know More about Marketing���������
We all Need to Know More about our CUSTOMERS
@jill_rowley #SocialSelling
@jill_rowley #SocialSelling
Mindset: from Selling to Helping
Skillset: digital, social
Toolkit: a fool with a tool is sBll a fool
Talent Management
@jill_rowley #SocialSelling
Why do Social Selling?
@jill_rowley #SocialSelling
@jill_rowley #SocialSelling
Social Selling is using Social Networks to do Research to be Relevant to build Relationships that drive Revenue.
5 Pillars, Practices, Principles of Social Selling
@jill_rowley #SocialSelling
The 4-1-1 on Content
@jill_rowley #SocialEmployee
Social Selling Success
@jill_rowley #SocialSelling
SAP's Success Formula For BtoB Social Selling -‐ interview with Maggie Fox, SVP of Marke6ng hBp://www.forbes.com/sites/johnelleB/2016/04/01/saps-‐success-‐formula-‐for-‐btob-‐social-‐selling/#378b61da13cb Requires significant planning, training and enabling capabiliQes to make it a sustainable part of a company’s sales and markeQng process. 1. You must have Bght integraBon between MarkeBng and Sales. 2. You need a strong markeBng enablement program. 3. It takes a lot of relevant content to make social selling work. 4. Content should be designed from the customer’s perspecBve. 5. Sales professionals must add their perspecBves to the content. 6. Social Selling experts should be embedded in each geographic region.
Social Selling Maturity Model (SSMM)
Source: PeopleLinx
@jill_rowley #SocialSelling
The big dog has to buy-in
@jill_rowley #SocialSelling
Program needs a Mobilizer
@jill_rowley #SocialSelling
Cross-functional initiative
@jill_rowley #SocialSelling
@jill_rowley #SocialSelling
Invest in a Learning System���Build or Buy Training Curriculum?
• Executive Sponsorship
• Program Owner / Evangelist
• Alignment: Marketing, Sales, Sales Enablement, Sales Training, Sales Ops
• Sustainable training program
– 101, 201, 301
– Live and eLearning
– Certification
• Provide repository to store everything “social”
• Deliver content calendars to make sharing easy
• Celebrate successes
• Share best practices & provide coaching
• Embed in process & systems (SFA/CRM)
• Recognition & Rewards
• Track results
Social Selling: It’s not a one-off
@jill_rowley #SocialSelling
Resources• Sales Strategy & Sales Enablement– Sales Benchmark Index – download their app– 2015 Sales Enablement Optimization Study by CSO
Insights– Analysts: Forrester, SiriusDecisions, CEB
• Social Selling– Subscribe to Sales for Life’s blog – www.salesforlife.com – Videos from LinkedIn Sales Connect events– Analysts: Forrester, SiriusDecisions– Social Selling with Game Changers Podcast
@jill_rowley #SocialSelling