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MASTER THE ART OF
Meet Your Experts: Kieran Flanagan International Marketing Director HubSpot @searchbrat Carla Glavonjic Marketing Manager LinkedIn @CarlaGlavonjic
Welcome Most Popular Most Endorsed Earliest Adopter Most Connected
1 CONTEXT: Social Selling. #SocialSelling
Leveraging your social brand to fill your pipeline with the right people, insights and relationships.
Tip: Build a Strong Professional ProfileAdd a photo, experience and skills that showcase the brand of YOU 8
LinkedIn Confidential ©2013 All Rights Reserved 9
Tip: Proactively Develop Your NetworkBuild trusted relationships who can support your professional objectives #SocialSelling
What do you need to be successful?
2 CONTENT: Marketing & Sales. #SocialSelling
“Sales and marketing must have a unified picture of the funnel.”
” “ @TheSalesLion Great content is the best sales tool in the world.
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
Ask Sales “What are our customers questions, challenges and pain points”
Use them to create your Content Machine ! #SocialSelling
CREATE A CONTENT ENGINE
CREATE A CONTENT ENGINE #SocialSelling
CREATE A CONTENT ENGINE 8 FB Posts / Month
CREATE A CONTENT ENGINE 8 FB Posts / Month #SocialSelling
Map that content across your funnel to make sure you have the right content for each stage. Awareness Evaluation Purchase What content do you need to attract your buyer persona in the awareness stage? What content will help your buyer persona in the evaluation stage?
JOIN THE CONVERSATION #SocialSelling
Sales are a great source of content ideas.
3 Marketing & Sales Alignment.
DEFINE A SERVICE LEVEL AGREEMENT #SocialSelling
Track the # of Marketing Qualified Leads Track progress on these same marketing qualified events.
Figure out your SLA € Demo € Trial € Contact Sales € IMA
Define Key Metrics Leads The # of new leads you bring in. Pipeline The # of leads you qualify for sales follow-up. Sales The number of leads who convert into customers. Identify the metrics essential for sales & marketing success #SocialSelling
Define Key Metrics OWNED BY MARKETING
Marketing are Empowered 60% of the sales cycle is over – before a buyer talks to your salesperson. Corporate Executive Board: bit.ly/zub217
Visits per channel Leads per channel Visit-to-lead ratio per channel Lead-to-customer ratio per channel Track Leads Across Different Sources #SocialSelling
Workable New Leads Dashboard http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx
Leads Followed Up & Forecast
www.b2bmarketing.net Frequent Public Transparent Marketing Shared Dashboards #SocialSelling
www.b2bmarketing.net OWNED BY MARKETING OWNED BY SALES The Handoff Point
www.b2bmarketing.net Examples of Marketing Qualified Leads: Contact who downloaded an ebook on lead gen, company is 200-1,000 employees & in the UK. A contact at a company in the UK who filled out the form to request a sales demo or started a trial. A contact at a company whose role makes him/her a decision maker, e.g. Director.
www.b2bmarketing.net Examples of Sales Qualified Leads: Is the contact a primary decision maker? Do they have a defined project? Do they have a budget? Do they have a defined time frame?
Sales Converts Opportunities into Customers OWNED BY SALES #SocialSelling
Track # of New Customers Generated Ensure that your marketing efforts are bringing in new customers
Q&A #SocialSelling Carla Glavonjic Marketing Manager LinkedIn @carlaglavonjic Kieran Flanagan Marketing Director HubSpot @searchbrat