social selling for the b2b marketer

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