social signals: capturing demand instead of simply generating leads
DESCRIPTION
Presentation from Robert Pease, founder/CEO of Nearstream, on May 15, 2012 to the Seattle Chapter meeting of the American Association of Inside Sales Professionals (AA-ISP)TRANSCRIPT
Capturing Demand Instead of Simply Generating Leads
Social Signals
Robert Pease Founder/CEO, [email protected]
(206) 327-0397@Robert_NS
www.nearstream.com @Nearstream
Sales & Marketing Continues to Evolve from Offline-to-Online & from Broad-to-Targeted
InternetEmailPhonePrint Social
1950s 2012 + beyond
Social is the future…the challenge is to engage at the right time for the right reason.
It’s Not About You
Think Beyond the Business Card
What About Sales Opportunities From Social?
Do People Really Broadcast Need?
VP @ Google!
The Ground Rules
A Social Lead Generation Framework
Asking About/Mentioning You
MentioningCompetitors
Asking AboutWhat You Sell
•Keyword based detection
•Specific reference to your company
•Opening to be helpful/answer questions
•Noisy if your name is common word/phrase
•Can be support, marketing, or sales related
•Keyword based detection
•Specific reference to a competitor
•Be careful – a mention is not always an opening
•Noisy for common words + sorting good opportunities
•Can be support, marketing or sales related
•Words, phrases, intent, smart filtering
•Explicit statement of need
•Invitation to be helpful/answer questions
•Drive to landing page or content that helps
Easier Harder
MentioningWhat You Sell
•Keyword based detection
•Specific reference to a word/phrase of interest
•Noisy and time consuming to find an opportunity
•Becomes ad hoc and intermittent due to effort required to find sales opportunities
Need
Questions to Influencer(s)
Question Forums
Demand Signal Type Possible Action(s)
Engageor Analyze
Participate or Sponsor
Engageor Sponsor
3 Types of Social Signals
Right Person, Right Time, Right Message
Buyer “I need…”
“Looking for…”
“Any recommendations…”
Seller
Offer/AnswerQualified on Need
Nearstream Separates The Signal from the Noise
IDENTIFY CAPTURE CONVERT
Demand Profiles
Remember…Sales Has Always Been Social
Questions?
Robert Pease Founder/CEO, [email protected]
(206) 327-0397@Robert_NS
www.nearstream.com @Nearstream