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Michael Idinopulos, PeopleLinx CMO
How to Sell More with Social Every Employee, Every Deal, Every Time
@ThueLMadsen #KISSwebinar
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Michael Idinopulos – CMO - @michaelido
!!
Michael is currently Chief Marketing Officer at PeopleLinx. He previously served as Chief Customer Officer at Socialtext, bringing the first social so#ware inside corporate, nonprofit, and government organizations. Before joining Socialtext, Michael was a consultant and global Director of Knowledge Technology with premier strategy consultancy McKinsey & Company, where he led pioneering enterprise deployments of blogs, wikis, and social networking. Michael holds a Ph.D. in philosophy from U.C. Berkeley and currently lives in Philadelphia with his wife and three children.
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1 Section One – What is social selling?
2 Section Two – Why social selling?
3 Section Three – How do you get there from here?
Table of Contents
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What is Social Selling?
1
What is Social Selling?
Leveraging digital social
networks to create and nurture
relationships which enhance
your sales efforts.
Section One
Social Selling is…
…endorsing a customer on LinkedIn. …running LinkedIn searches for outbound targets. …liking a client’s Facebook post. …sharing the company’s latest blog post on Twi"er, LinkedIn, Facebook, and Google+. …studying prospects on LinkedIn and Twi"er before a meeting. …following key accounts on Twi"er. …retweeting a client.
Section One
Social Selling is NOT…
…delivering the hard sell on LinkedIn. …closing deals on Twi"er. …a replacement for talking to prospects. …a magic bullet for making quota.
Section One
Why Social Selling?
2
Reps Sell More By Using Online Social Networks
Source: Aberdeen Group
Section Two
64%!
55%!54%!
49%!48%!
42%!
Team quota attainment! Renewal rate! Forecast accuracy!
Social Sellers! All Others!
n=182!
30%!
Social Touches Every Inch of the Sales Funnel…
Outbound: target identification Inbound: traffic generation Lead generation!
Qualification!
Opportunity!
Upsell!
Referral!
Qualify leads based on social profiles!
Research prospects before pitch
Engage with customers
A!ract referral leads!
Awareness!Influencers, content marketing!
Section Two
…and Every Role in the Organization
Marketing Leverage employee social networks to build brand awareness and generate leads. Cultivate thought leaders on Twi!er.
Inside Sales
Outbounding: Use LinkedIn to generate call lists based on target market criteria; research leads (LinkedIn, Twi!er, Facebook) before calling. Inbound leads: Qualify inbound leads using LinkedIn & Twi!er data before passing on to Outside Sales.
Outside Sales Research prospects for role, interests, work history, etc. (LinkedIn, Twi!er, FB) Connect to late-stage prospects (LinkedIn, Twi!er)
Non-Sales Roles “Everyone’s in Sales”. Share interesting content and celebrate company success across social networks. Leverage social graph.
Section Two
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How do we get there from here?
3
Social Selling Maturity Model
Section Three
Social Selling Maturity Model
Section Three
Step 1: Random acts of social
Section Three
The problem is…it’s random
Section Three
Step 2: Corporate Social Broadcasting
Section Three
People want to hear from people
84% trust personal
recommendations
v. 15% trust recommendations
from brands
Section Three
Source: Gartner
The problem is…it’s not social
Section Three
Step 3: Employee training
Section Three
The problem is…it’s not sticky or scalable
Section Three
Step 4: Sales Process Integration
Section Three
With process integration comes standardization
Section Three
With standardization comes measurement
Section Three
With measurement comes optimization
Section Three
Step 5: Predictive Optimization
Section Three
With measurement comes optimization
3
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Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Clic
ks
LinkedIn Twi!er
Section Three
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Cont
ent P
erfo
rman
ce
LinkedIn Twi!er
Content shelf life varies dramatically by network
1st hour
Two Weeks
3.5 days
Section Three
What if you knew…
…where social interactions influenced pipeline and deal closes? …which social networks offer your company maximal ROI as measured by pipeline generation and closed deals? …when is the optimal time in the deal cycle for the rep to connect with a prospect on LinkedIn?
Section Three
Where is your team on the maturity model?
Section Three
Questions?
Michael Idinopulos CMO
PeopleLinx @Michaelido
Thue Madsen Marketing Associate
KISSmetrics @ThueLMadsen
THANK YOU
Michael Idinopulos CMO at PeopleLinx
