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Breakfast with LinkedIn – The Social Selling era
©2014 LinkedIn Corporation. All Rights Reserved.
Lesley Ronaldson Sales Manager, LinkedIn
November 6, 2014
#socialselling
Agenda for today
8.30 am Welcome Lesley Ronaldson
8.40 am Introducing the social selling era Kevin Scott
9.00 am The social buyer Robin Björklind
9.15 am LinkedIn Sales Navigator - Live demo Theresa Mathiesen
9.35 am How social media is shaping demand Matthew Kiel, CEB
10.00 am Questions & Answers Full Panel
Stockholm Social Selling
Most Popular
Most Endorsed
Earliest Adopter
Most Connected
Hans Grünewald
Magnus Jansson
Douglas Dabérius
Douglas Dabérius
For our customers
Hire
Power half of
all hires
Market
The most effective way for
marketers to engage professionals
Sell
The start of every sales
opportunity
Introducing the Social Selling Era Kevin Scott Head of Sales Solutions EMEA
Source: Billy Gast, April 14, 2010, Flickr
LinkedIn Sales Solutions Mission
Connect the world’s buyers and sellers
to build relationships.
Members first
% of B2B Buyers use social media to
make purchasing decisions
% Of B2B decision-makers expect new
or different insights from sales
professionals
More likely to engage with sales
professionals via warm introduction
than cold outreach.
Sales Professionals Who Are Social Selling
51% more likely to
exceed quota
Exceed Quota
3X more likely to go
to club
Go to Club
Promoted to VP 17
months faster
Get Promoted Faster
Social Selling Defined
Create a professional brand
Find the right people
Engage with insights
Build strong relationships
Social Selling Defined…
Laggards
0 100
Leaders
Social Selling Index
Apr. 2012 July 2014
87%
As measured by growth in SSI
Social Selling is Growing
12.2
22.8
April 2012
Today
18.7
14.7
12.9
12.4
10.9
11.8
12.0
10.6
10.9
8.9
8.7
8.8
7.5
32.6
26.1
24.1
23.7
23.0
22.4
22.1
21.5
21.3
19.6
19.0
18.8
16.6
Technology – Software
Professional Services
Media & Entertainment
Telecommunications
Oil & Energy
Technology – Hardware
Financial Services & Insurance
Healthcare & Pharmaceutical
Government/Education/Non-Profit
Architecture & Engineering
Aero/Auto/Transport
Manufacturing/Industrial
Retail & Consumer Products
April 2012
Today
18.7
14.7
12.9
12.4
10.9
11.8
12.0
10.6
10.9
8.9
8.7
8.8
7.5
32.6
26.1
24.1
23.7
23.0
22.4
22.1
21.5
21.3
19.6
19.0
18.8
16.6
Technology – Software
Professional Services
Media & Entertainment
Telecommunications
Oil & Energy
Technology – Hardware
Financial Services & Insurance
Healthcare & Pharmaceutical
Government/Education/Non-Profit
Architecture & Engineering
Aero/Auto/Transport
Manufacturing/Industrial
Retail & Consumer Products
Over 100% Growth
NAMER
24.6
LATAM
15.3
EMEA
22.5
SE ASIA
19.9
ANZ
24.0
Nordics
23.8
22.8
Find the right people
Build strong relationships
Create a professional brand
Engage with insights
Social Selling Index
Worldwide
Reps
10.4
5.0
1.6
5.8
Attendees
16.2
12.9
7.6
12.3
49.0
Analysis throughout looks at SSI in July 2014 of sales professionals with a standardized company, that have logged in at least once in the last year, and are
not also tagged as recruiters / HR
How Are We Doing in the Room?
Nordic
Reps
11.0
5.3
1.5
6.0
23.8
ENTERPRISE SMB
Companies with the Highest SSI in the Room
1
2
3
4
5
1
2
3
4
5
53.2
48.6
48.3
47.4
40.5
60.6
53.5
47.3
44.8
43.3
4 Jonas Branning
Country Manager, Tech Mahindra 71.3
3 Henrik Henriksson
Co Owner, Adviser Partner 71.8
2 Douglas Dabérius
Business Development Director, Mavenir Systems 72.5
1 Frederick Fiifi Owusu
Business Development & Strategy, Carlsberg Group 75.9
Which attendees have adopted social selling the most?
LinkedIn Sales Solutions Mission
Connect the world’s buyers and sellers
to build relationships.
THE SOCIAL SELLING ERA & BUYER
BEHAVIOUR
Robin Björklind
Account Executive, LinkedIn
24
are now involved in the average B2B buying decision
people Boss
Peer
Direct report
Business leader
Cross-functional partner
Corporate Executive Board 2013 – Winning The Consensus Purchase
Your target buyer
5.4
Decisions involve more people than ever before
% of B2B buyers now use social media to be more informed on vendors
IDC 2014 – Social Buying Meets Social Selling
Decision makers rely on social media to choose between potential vendors
Network referrals
White papers Company websites
Blog posts
Company pages
Your target buyers
Social relationships
Your competitor
Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level
% of decision makers say they never respond to cold outreach
Decision makers now ignore cold outreach
You
Your competitor
X
X
X
Your target buyers
5.4 75 of B2B buyers now use social media to be more informed on vendors
% 90 of decision makers say they never respond to cold outreach
% people are now involved in the average B2B buying decision
Corporate Executive Board 2013 – Winning The Consensus Purchase Corporate Executive Board 2012 – New Decision Timeline
Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level
The buyer’s process has changed
% 75 of B2B buyers now use social media to be more informed on vendors
Relying on the buyer to inform you on key updates
5.4 people are now involved in the average B2B buying decision
Looking for one all-powerful decision maker
% 90 of decision makers say they never respond to cold outreach
Cold-calling prospects like they’re just a name in a database
I found out a month later the Director of Marketing left my account and joined another
top prospect of mine
The VP of Marketing went dark and now
I’m back at square one
I keep pounding – email, phone, voicemail
– but can’t get a response
How well has your team adapted to this new normal?
Are you still:
“
”
“
”
“
”
Focus on the right people and companies
Stay informed on key updates at
your target accounts
Build trust with your prospects and customers
Building relationships with prospects and customers is different in this new normal. You need to:
Billions of professional relationships
313M+ members
2B+ member updates per week
LinkedIn has a wealth of information on the people & companies with whom you want to build relationships
Today: your personal
network
All that LinkedIn has to offer
YOU
Just what you need for sales
To tap into the power of LinkedIn for sales, you need to expand your access and tailor your experience
Relevant news
LinkedIn’s network data
Your accounts, leads & preferences
Sales Navigator makes it simple to establish and grow relationships with your prospects and customers
Sales Navigator
LIVE DEMO: Sales Navigator
Theresa Mathiesen
Account Executive, LinkedIn
34
© 2014 CEB. All rights reserved
Version: X.X Last modified: [insert date format: DD Month YYYY]
CONFIDENTIAL OR CONFIDENTIAL-RESTRICTED [Delete as appropriate]
Getting In Early
Shaping Demand Through Pre-
Funnel Engagement
Matthew Kiel Senior Director, CEB
© 2014 CEB. All rights reserved 36
FINDING A READY CUSTOMER
© 2014 CEB. All rights reserved 37
RELEGATED TO FULFILLMENT
© 2014 CEB. All rights reserved 38
IN SEARCH OF ANSWERS
© 2014 CEB. All rights reserved 39
GATHER DEEP INTELLIGENCE
© 2014 CEB. All rights reserved 40
OWN LEAD GENERATION
© 2014 CEB. All rights reserved 41
LEAD WITH INSIGHT
© 2014 CEB. All rights reserved 42
GAIN PRESENCE AND INFLUENCE
© 2014 CEB. All rights reserved 43
SHAPING DEMAND
© 2014 CEB. All rights reserved 44
FILTERING OUT THE NOISE
© 2014 CEB. All rights reserved 45
GAINING INFLUENCE
© 2014 CEB. All rights reserved 46
EARNING INFLUENCE
© 2014 CEB. All rights reserved 47
MASS CUSTOMISATION
© 2014 CEB. All rights reserved 48
PRINCIPLES OF “SOCIAL SOUNDBITES”
© 2014 CEB. All rights reserved 49
AUTHENTIC AND EASY
© 2014 CEB. All rights reserved 50
SPEEDY AND IMPRESSIVE RESULTS
© 2014 CEB. All rights reserved 51
SHAPING, NOT REACTING
© 2014 CEB. All rights reserved 52
TEACH WHERE CUSTOMERS LEARN
© 2014 CEB. All rights reserved 53
REVISING THE COMMERCIAL FRONT
© 2014 CEB. All rights reserved
Matt Kiel
Senior Director, CEB
www.thechallengersale.com
@CEB_Challenger
Thank You
Questions & Answers