TSL Marketing Webinar: Social Media for B2B Sales Development

www.tslmarketing.com | www.tslchannels.com

Developing B2B Sales Pipeline Through

Social Media Marketing

Welcome to the Webinar


Overview

B2B Social Media? Really?? Different perspectives

Noise

Webinar Goals: Build new business – short term

Build an asset – long term Community & Credibility

Make it systematic

© 2010. TSL Marketing. Proprietary and Confidential.


Agenda

Typical Failures in B2B Biz Dev Through Social Media

“Pull” Activities

“Push” Activities

Competitive Targeting

Workload Challenges

Case Study

Best Practice Take-Aways



TSL Marketing

Singapore

Pune, India

Dublin

Boston, MA

Singapore

Montreal

Columbia, MD

Providing B2B Marketing & Business Development Support Worldwide Since 1999

300+ Full-Time Employees

Europe – increasing focus on social media

Dubai, UAE


Context

Main Components of B2B Social Media for Our Purposes today.



Typical Failures

Only People You Know

Conflicting opinions & camps

Non-Systematic, Non-Strategic Ad hoc

No Sales Goals

Where’s Your Sales Process?

No Nurturing Goals

Low Value Content

Lacks subtlety



Two Directions

“Pull” Activity Opening Communication Channels with New Relevant Contacts

Building a Community

“Push” Activity Reinforcing Awareness

Building Credibility with Contacts

Establishing “Thought Leader” Position



“Pull” Activities 1 - Preparation

Market Segmentation and Ideal Contact Profiling

Aligning Sales People, Products, and Target Profiles

Refining Sales Person Profiles Position as Thought Leaders

Reason to Connect

Refining Introductory Text and Follow-On Message



“Pull” Activities 2 – Building a Community

Google PlusCircles, Groups

LinkedIn Advanced Search, Groups, 2nd & 3rd Levels

XingAdvanced Search

Twitter Upload Emails and Invite

Follow Relevant People & Hashtags



“Pull” Activities 3 – Contact Expansion ActivitiesSelf-Explanatory

Connect With Your Connection’s Connections

Account Expansion – domestic / international

Targeted, Strategic

May Require Different Introductory MessageE.g. Current Connection is IT, Expansion Contact is CEO or Finance



“Push”Building Awareness &

Credibility



“Push” ActivitiesTraditional perception of best activity for Social Media

Must Have Calls to Action

Must Encourage Lead Conversion

“Re-Marketing”

Must Be High Value Content Reinforce Branding & Thought Leadership

Both Company and Individual

Should be Integrated With Email Campaigns, Events, Etc



Competitive Targeting

Your Competitors’ Customers



Engaging Competitors Customers

LinkedIn, Twitter, Google+

Example: Twitter Competitors Twitter Account

Check their “Followers”

Not just “Company” – actual “Contact”

Follow Them, they Follow you

Build rapport through thought leadership

Send direct message

Be careful !



“Workload Challenges”Time and Resources



Workload Challenges

Typically 8 man-days per month per Rep To be systematic, not ad-hoc

Difficult to manage all platforms LinkedIn, G+, Xing, Twitter, Email, etc

Rapidly changing environment What’s next?!

Opportunity cost Sales rep not selling

Content Expertise and time challenges



“Case Study”Real World Example



Case StudyERP Company Targeting UK

Email Campaign: 25% of Normal Lead Rate

Tele Campaign: 50% of Normal Lead Rate

Social Media:400% of Email Campaign

200% of Tele Campaign

Calls Agreed With Prospects

Proposals Sent

Result: Client now 100% Social Media based business development campaigns



Key

Takeaways



Key Takeaways“Pull” must be Strategic

Market Segmentation, Contact Profiling

Building your own “Community”

“Push” must have Value Insights, Research, White Papers, Webinars

Specific, Measurable Goals Agree to introductory call, demo, workshop

Must be SystematicNot just with Contacts you already know

Workload and Resourcing?



Questions?Michael Kelly

[email protected]

+353 1 687 7991