Social Selling B2B

February 18, 2014

The companyFounded in 1995

Employs 32 people in Toronto & Ottawa

Insight, creativity, connection

www.thornleyfallis.com

Me!

• 20 years in PR• Social media specialist since 2006• Former newspaper columnist & active

conference speaker• Vice president of content marketing• IABC Ottawa, United Way Ottawa• Married, 2 kids, 1 grandkid

Why social selling?

• People are tuning out traditional advertising and marketing.

• Customers and prospects are using social media all the time (fish where the fish are).

Using social selling boosts performance

What do successful social sellers do?

• Social collaboration– Internal use of social media to share knowledge

• Listening– Learning about customers; what they share, who

with

• Participating– Providing value, not sales messages

How do they do it?

• Expand lead generation through social media• Provide training to sales staff members• Implement customer support via social• Use data (analytics) to support marketing &

messaging

Effective social sales processes

• Identification of influencers• Support sales team with compelling social

content• Rapid response planning & implementation• Turning likes into leads

IBM Public Cloud: From social to sales

• Key strategy: Listen and respond– Prospect questions, complaints and pain points

• Key strategy: Publish valuable content– Research and develop content that responds to

questions and issues raised online

• Key Strategy: From social to sales– Sales professionals drive prospects towards IBM

web pages for sales conversations

IBM Public Cloud results

• 19% of sales leads originate from social media• 11% of these leads clicked through to

ecommerce web pages

Questions?