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B2B Social Selling ExecutionMorning Briefing// 14th of March 2019

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Some of Our Clients

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My agenda

• LinkedIn-facts

• Back in the days – A B C

• The value of Social Selling

• Social Selling Execution

• Microsoft Social Selling case.

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LinkedIn-facts


Source: LinkedIn

87+ mio. Europe

USA: 150+ mio.

45+ mio. China

https://news.linkedin.com/about-us#statistics


LinkedIn-facts


• LinkedIn makes up more than 50% of all social traffic to B2B websites & blogs (Sumo)

• Only 0.2% have published an article using LinkedIn’s publisher platform (LinkedIn)

• 80% of B2B leads come from LinkedIn (LinkedIn)

• LinkedIn generates 3x more conversions than Twitter & Facebook (Hubspot)

• 89% of B2B marketers use LinkedIn to distribute content, making it the second most-used electronic medium for businesses, second only to email. (Content Marketing Institute)


Back in the days A B C


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Social enrichment is a prerequisite for success

Know

Like

Trust

Buy

1

2

3

4

Mindset

Understand this → To create this


The Buyer’s Process has Changed


6.8people are now

involved in the average B2B buying decision

Source: LinkedIn Blog Post, 2015, and Harvard Business Review article (“The New Sales Imperative,” Toman, Adamson, Gomez, March-April 2017)

75%of B2B buyers now use

social media to be more informed on vendors

90%of decision makers saythey never respond to

cold outreach


When is a human needed?

// 9Strategy – Execution - EducationSource: McKinsey

https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/what-the-future-science-of-b2b-sales-growth-looks-like


Meeting Buyer Expectations


Buyers are more likely to engagewith a salesperson if:

Buyers don’t engage with a salesperson because:

Buyers are more likely to chose a vendor if:

81%

71%

59%

Their company is well-knownand has a strong professional brand.

Mentions specificinformation relevant to theircurrent job.

Mentions a common colleague.

89%

71%

50%

The product/service is not relevant to their company.

It’s not the right time in the buy cycle.

They aren’t the right person to connect with about new product/services.

77%

72%

69%

The salesperson is informedabout their business needs.

The salesperson works for a company with a strongprofessional brand.

The salesperson is recommended to them by someone in theirprofessional network.

Source: “The New Formula for Connecting with B2B Buyers,” Koka Sexton (Social Selling Masters, November 2016)


The Math


Number of employees /

sales reps

Size of theirnetworks

The potential reach and

leads

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“Treat your men as you would your

own beloved sons. And they will

follow you into the deepest valley”

/Sun Tzu


SSI Score – how is yours? linkedin.com/sales/ssi


https://www.linkedin.com/sales/ssi


Visible ExpertsAmplify and broaden our corporate communication by establishing a new “career path” as Visible Experts for those who wants to chip in.


Level 1: Resident Expert

Level 2: Local Hero

Level 3: Rising Star

Level 4: Industry Rockstar

Level 5: Global Superstar

Source: Lee W. Frederiksen, Ph.D., Elizabeth Harr, and Sylvia S. Montgomery, CPSM


Visible Experts


Source: JeffBullas.com

https://www.jeffbullas.com/employee-advocacy-program/


In my own experience LinkedIn is very useful for:• Sharing enriching content as updates and in relevant groups

• Sharing knowledge by using LinkedIn messages

• Inviting to seminars and events

• Setting up meetings

• Having people reaching out to me

• Social Selling

• Cultivating my personal brand.



What does it take to makeenriching content?

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• Well written• Relevant• Factual/datadriven• How-to’s


The role of marketing


Developing content to equip the participants

with respect to company branding

and positioning.

Working with participants to ensure the right

content is reaching the right audience. A personal

tone of voice.

Two critical roles:


Personal enrichment

LinkedIn will work – but why?

• Less noise

• It’s your connections

• Mobile

• Professional profile.



It works

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18.9%convert, when I invite to professional events

through LinkedIn

55% of all participants at

our directors meetings are invited through

LinkedIn

35.6%of the people who

decline the invitation to a professional event agree to a

meeting


It works


23.8% agree to a meeting

when I invite through LinkedIn

Naturally, I only invite connections, and I “only” have +2600 connections.


How to execute a successful Social Selling program


• Be clear about the purpose- What accomplishments do you hope to achieve with your presence on social media?

• Accentuate the positive- What kind of behaviour do you want to encourage?

• Manage critical reactions- Have a clear & written policy on how to respond to criticism and complaints.

• Stake out a clear position on privacy- Inform your employees on rules and guidelines regarding privacy on social media in order to

avoid ambiguities.

• Establish standards- Adopt explicit policies regarding behaviour on social media in order to avoid violating corporate

secrecy.


Action


• Find volunteer ambassadors- Through LinkedIn – provide internal training sessions and/or strategic workshops.- Keep management support strong and visible.

• Identify your Social Selling leaders- Based on your own and employees’ SSI scores.

• Do not be misled by youth- The younger members of the team do not always have a natural advantage on the digital terrain.- Select employees who best prioritize their time, participate most actively, and take the most

structured approach.

• Select a varied team- It is advantageous to have a diverse mix of roles on your team, as it will reflect the values and

priorities of your entire organization.


Most useful LinkedIn metrics


• How many new connections have been established?• Have there been any impact on the company website:

- In the form of traffic, shares, and other metrics of engagement?

• How many visits have there been on your reps LinkedIn profiles?• What is the the SSI-score of your reps?• How many new business opportunities has your social selling program created?• What is the number of responses elicited by LinkedIn messages sent by your reps? • What is the Social Selling impact on revenue? • How many participants has Social Selling added to company events?• How many people are reading the company’s content?


Questions?

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