Meet Your Experts:

Kieran Flanagan

International Marketing Director

HubSpot

@searchbrat

Amy Stephens

Marketing Manager

LinkedIn

@MillerAmyl

Agenda

#SocialSelling

How to Use Social Selling to …

Leveraging your social brand to fill

your pipeline with the right people,

insights and relationships.

#SocialSelling

#SocialSelling

#SocialSelling

Attracting the right people with an online presence

1

#SocialSelling

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

LinkedIn Confidential ©2013 All Rights Reserved

Don’t Use Your Title as Your HeadlineAnswer two questions: Whom do you help, and how do you help them?

Who How

Keep Your Profile PublicThere’s no trust in anonymous

“30% of the people whose profile

you view non-anonymously will

view yours back.” - LinkedIn

#SocialSelling

#SocialSelling

Move leads through the funnel with content

2

@TheSalesLion

Great content is the

best sales tool in

the world.

#SocialSelling

“People who consistently share content

get 2-3x the number of unsolicited profile

views.” - LinkedIn

#SocialSelling

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

Create content that adds

value, solves a pain point, or

just entertains.

You need to create valuable content assets for your buyer personas.

HubSpot Example 1

HubSpot Example 1

Ask Sales: “What are our

customers questions, challenges

and pain points”

Arm sales with all

the content they

need.

Ebook w/ LP / Month

CREATE A CONTENT ENGINE

#SocialSelling

Ebook w/ LP / Month

CREATE A CONTENT ENGINE

Blog Posts / Month

#SocialSelling

Ebook w/ LP / Month

CREATE A CONTENT ENGINE

Blog Posts / Month

Social Posts / Month

#SocialSelling

Turn your sales employees into influencers on

LinkedIn.

#SocialSelling

Use social media to hit your quota3

“Cold calls only have a 3% success rate”

#SocialSelling

Find New Prospects

1

2

3

Become an expert in your niche

Request a warm introduction to

your third degree network

Use your company’s network

Monitor Your Prospect’s Social Activity

1

2

3

Be Yourself

Be Helpful

Provide Value

Tailor your communications

Remember, if you wouldn’t do it offline,

don’t do it online

4

5

#SocialSelling

JOIN THE CONVERSATION

This will help you

close more deals

SEND TO YOUR SALES TEAM

Research before you Call

1

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

2

3

1

InMails + Emails = 33% Higher

Response

#SocialSelling

#SocialSelling

Q&A

#SocialSelling

Amy Stephens

Marketing Manager

LinkedIn

@MillerAmyl

Kieran Flanagan

Marketing Director

HubSpot

@searchbrat

#SocialSelling