social signals: capturing demand instead of simply generating leads
DESCRIPTION
Presentation from Robert Pease, founder/CEO of Nearstream, on May 15, 2012 to the Seattle Chapter meeting of the American Association of Inside Sales Professionals (AA-ISP)TRANSCRIPT
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Capturing Demand Instead of Simply Generating Leads
Social Signals
Robert Pease Founder/CEO, [email protected]
(206) 327-0397@Robert_NS
www.nearstream.com @Nearstream
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Sales & Marketing Continues to Evolve from Offline-to-Online & from Broad-to-Targeted
InternetEmailPhonePrint Social
1950s 2012 + beyond
Social is the future…the challenge is to engage at the right time for the right reason.
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It’s Not About You
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Think Beyond the Business Card
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What About Sales Opportunities From Social?
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Do People Really Broadcast Need?
VP @ Google!
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The Ground Rules
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A Social Lead Generation Framework
Asking About/Mentioning You
MentioningCompetitors
Asking AboutWhat You Sell
•Keyword based detection
•Specific reference to your company
•Opening to be helpful/answer questions
•Noisy if your name is common word/phrase
•Can be support, marketing, or sales related
•Keyword based detection
•Specific reference to a competitor
•Be careful – a mention is not always an opening
•Noisy for common words + sorting good opportunities
•Can be support, marketing or sales related
•Words, phrases, intent, smart filtering
•Explicit statement of need
•Invitation to be helpful/answer questions
•Drive to landing page or content that helps
Easier Harder
MentioningWhat You Sell
•Keyword based detection
•Specific reference to a word/phrase of interest
•Noisy and time consuming to find an opportunity
•Becomes ad hoc and intermittent due to effort required to find sales opportunities
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Need
Questions to Influencer(s)
Question Forums
Demand Signal Type Possible Action(s)
Engageor Analyze
Participate or Sponsor
Engageor Sponsor
3 Types of Social Signals
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Right Person, Right Time, Right Message
Buyer “I need…”
“Looking for…”
“Any recommendations…”
Seller
Offer/AnswerQualified on Need
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Nearstream Separates The Signal from the Noise
IDENTIFY CAPTURE CONVERT
Demand Profiles
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Remember…Sales Has Always Been Social
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Questions?
Robert Pease Founder/CEO, [email protected]
(206) 327-0397@Robert_NS
www.nearstream.com @Nearstream