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Meet Your Experts:
Kieran Flanagan
International Marketing Director
HubSpot
@searchbrat
Amy Stephens
Marketing Manager
@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
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@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
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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
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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
@MillerAmyl
Kieran Flanagan
Marketing Director
HubSpot
@searchbrat
#SocialSelling
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