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Social Selling Across The Buyer's Journey

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Meet Your Experts: Kieran Flanagan International Marketing Director HubSpot @searchbrat Amy Stephens Marketing Manager LinkedIn @MillerAmyl


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Agenda #SocialSelling How to Use Social Selling to …


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Leveraging your social brand to fill your pipeline with the right people, insights and relationships. #SocialSelling


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#SocialSelling


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#SocialSelling Attracting the right people with an online presence 1


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#SocialSelling Optimise Your LinkedIn Profile Attracting the right people starts with setting up your profile


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LinkedIn Confidential ©2013 All Rights Reserved Don’t Use Your Title as Your Headline Answer two questions: Whom do you help, and how do you help them? Who How


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Keep Your Profile Public There’s no trust in anonymous “30% of the people whose profile you view non-anonymously will view yours back.” - LinkedIn #SocialSelling


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#SocialSelling Move leads through the funnel with content 2


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” “ @TheSalesLion Great content is the best sales tool in the world. #SocialSelling


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“People who consistently share content get 2-3x the number of unsolicited profile views.” - LinkedIn #SocialSelling


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MARKETING MARY Professional marketer (VP, Director, Manager) Mid-sized company (25-200 employees) Small marketing team (1-5 people) BComm (BU), MBA (Babson) 42, Married, 2 Kids (10 and 6) Goals: Support sales with collateral and leads Manage company communications Build awareness Challenges: Too much to do Not sure how to get there Marketing tool and channel mess Loves HubSpot because: Easy to use tools that make her life easier Learn inbound marketing best practices Easier reporting to sales and CEO #SocialSelling


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Create content that adds value, solves a pain point, or just entertains. You need to create valuable content assets for your buyer personas.


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HubSpot Example 1


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HubSpot Example 1


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Ask Sales: “What are our customers questions, challenges and pain points”


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Arm sales with all the content they need.


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CREATE A CONTENT ENGINE #SocialSelling


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CREATE A CONTENT ENGINE #SocialSelling


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CREATE A CONTENT ENGINE Social Posts / Month #SocialSelling


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Turn your sales employees into influencers on LinkedIn.


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#SocialSelling Use social media to hit your quota 3


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“Cold calls only have a 3% success rate”


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#SocialSelling Find New Prospects Become an expert in your niche Request a warm introduction to your third degree network Use your company’s network


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Monitor Your Prospect’s Social Activity Be Yourself Be Helpful Provide Value Tailor your communications Remember, if you wouldn’t do it offline, don’t do it online


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#SocialSelling JOIN THE CONVERSATION


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This will help you close more deals SEND TO YOUR SALES TEAM


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Research before you Call Role Specific: What are they responsible for? Goal-Specific: What are the targets they need to hit in their role? Common Ground: Find some sort of tie back to you, a colleague, experience, etc. Look for three types of information: #SocialSelling 1


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InMails + Emails = 33% Higher Response #SocialSelling


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#SocialSelling


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Q&A #SocialSelling Amy Stephens Marketing Manager LinkedIn @MillerAmyl Kieran Flanagan Marketing Director HubSpot @searchbrat #SocialSelling


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