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“Engaging in Social Selling” Koka Sexton Sr. Social Marketing Manager, LinkedIn

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“Engaging in Social Selling” Koka Sexton Sr. Social Marketing Manager, LinkedIn How to Plan, Develop & Optimize A Content Marketing Program for Tech


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You are the CEO of ME Inc.


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“Visibility creates opportunities.”


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Marketing & sales working together, complementing each other’s efforts, to listen to & engage with prospects using social media & networks to generate leads & execute sales. Social marketing & selling Social Marketing Social Selling


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Marketing & Sales – The Old Paradigm 1:M 1:1 Marketing Team Sales Team Awareness Trust Brand Connection Buyer’s Journey


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Marketing & Sales – A New Paradigm 1:M 1:F 1:1 Marketing Smarketing Nurturing Selling Awareness Knowledge Trust Brand Content Connection Marketing Team Sales Team Buyer’s Journey


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Change your philosophy The only true wisdom is in knowing you know nothing. - Socrates


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Social buying: Leveraging professional networks for buying support to increase confidence in decision-making


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Source: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience" #247829, April 2014 For all respondents, n = 760 of C-Level and VP-level buyers use social media for B2B purchase decisions Social buying is widely practiced among B2B decision makers, especially C-level and VP-level executives of all buyers use social media for B2B purchase decisions


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Average spend of non-social buyers Average spend of social buyers Compared with other B2B buyers, buyers who use social media for purchasing spend 84% more per purchase Source: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience" #247829, April 2014 For all respondents, n = 760


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Social buyers also make 61% more purchases on average than buyers who don’t use social # of purchases made by non-social buyers # of purchases made by social buyers Source: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience" #247829, April 2014 For all respondents, n = 760


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And social buyers have a higher level of company influence than purchasers who do not use social media Source: IDC White Paper Sponsored by LinkedIn, "Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience" #247829, April 2014 For all respondents, n = 760 of non-social buyers make purchases for their entire company, business unit, or multiple departments of social buyers make purchases for their entire company, business unit, or multiple departments


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Sales professionals can partner more effectively with social buyers by increasing social proximity, presence, and capital Social proximity Grow social networks and contribute to conversations. Social presence Manage a professional identity that is credible, authentic, accurate, information-rich, and service oriented. Social capital Do your social homework to ensure relevancy before you reach out and facilitate peer-to-peer recommendations.


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B2B Purchasers- Likelihood to Engage We refer to engage as setting aside time to understand how this sales professional’s service or product would meet your business needs (i.e. responding to their outreach or accepting a meeting invitation). How likely are you to engage with this person if they…? 5X 5X 5X 4X 3.7X More likely to engage vs. cold outreach


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Buyers have 22X more favorable impression if sales professionals are introduced vs. if they reach out cold. 92% of B2B buyers would be more likely to engage with sales professionals who are known thought leaders in the industry. 85% of B2B buyers have a better impression of sales professionals who provide insights or knowledge. 86% of B2B Buyers engage with sales professionals if they provide insights or knowledge about the industry. #1 reason why B2B buyers don’t engage with sales professionals is because their product or service is not relevant to their company. B2B buyers are 4X more likely to engage if a sales professional is informed of the buyer’s role in the company.


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Leverage Relationships From serendipity to science Science? or Serendipity Science? or


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Definition of Social Selling Leveraging your professional brand to fill your pipeline with the right people, insights and relationships.


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SSI leaders are 51% more likely to hit quota than SSI laggards. 45% more opportunities 51% more likely to hit quota Based on a global study LinkedIn ran in Q4 2013 of Q3 performance for reps focused on new business and reps focused on existing business. Respondents reported performance; they were matched to their LinkedIn profiles to understand their SSI.SSI leaders have an SSI > 70; SSI laggards have an SSI < 30 Why is social selling important?


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Companies should be empowering and enabling their teams to be successful.


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Think like a publisher Turn your employee’s into the distributors


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Add Rich Media to Employee Profiles Leverage your employee’s profiles to distribute content. Initially sent in batches Incremental updates as needed


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Use your status updates to promote your network


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Use your status updates to inform your network Industry news Relevant content Press Blogs Content


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Your network Is your business.


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Sales reps that that exceed quota have their updates engaged 98% more than laggards 39% more engagement 98% Engagements received Based on a global study LinkedIn ran in Q4 2013 of Q3 performance for reps focused on new business and reps focused on existing business. Respondents reported performance; they were matched to their LinkedIn profiles to understand their SSI.SSI leaders have an SSI > 70; SSI laggards have an SSI < 30 Why sharing is important?


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Lessons Learned You are the CEO of ME Inc. Buyers are using social media to make decisions Social Selling is about building relationships Educate your connections


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