Why marketing and sales should cooperate and be aligned to engage more effectively with customers and increase customer intimacy through Social Media. Business examples will illustrate how alignment and social media enable organizations to communicate with customers at the right time, with the right message and to the right person.
Regression analysis: Simple Linear Regression Multiple Linear Regression
How to help your Sales with social media to engage with your customers? – Laura Nuhaan – The Andeta Group
1. How to Help Your Sales with Social Media to Engage with
your Customers
March 20, 2012
2. Goals
Insight in Sales and Marketing Issues-differences
Generate ideas for Alignment Improvement
Ideas to help Sales with Leveraging Social Media
Share Best Practices/Experiences Among Peers
????
3. Agenda
15.15 -Introduction
-The Marketing and Sales Divide
-Funnel Mindness
15.20 -Discussion
15.30 -What is Social Selling
-Enabling Social Selling
-The ROI of Social Selling
15.35 DIscussion
4.
5. Agenda
15.15 -Introduction
-The Marketing and Sales Divide
-Funnel Mindness
15.20 -Discussion
15.30 -What is Social Selling
- Enabling Social Selling
-The ROI of Social Selling
15.35 DIscussion
6. The Marketing and Sales Divide
Marketing Sales
Focus on * Leads * Deals
* Lead Generation * Selling
Organisation
Visibility * Low * High
Contribution * Difficult * Easy to judge
Measure * Lead Volume * Closed Deal
*Brand * Revenue
Almost 50 % of companies have conflicts between marketing and sales (Andeta)
7. New Customer Behavior Potential of Increasing Friction
marketing
60 % of the buying process is gone through without contacting a
(sales) person at the company (Sirius Decisions)
Owns the buying process
Today’s Buyer: Leverages the social web
Expects immediate value
8. The Process Gap causes Suboptimal REsults
Process
Gap Sales
Lead Generation Revenue
Process
Lead Scoring
&
Nurturing
Over 50% of sales do not meet target (CSO Insights)
Over 90% of leads never close (Sirius decisions)
40 % of sales time is spent in finding and (re)creating content (CMO council)
90 % of marketing content goes unused (American Marketing Association)
9. Agenda
15.15 -Introduction
-The Marketing and Sales Divide
-Funnel Mindness
15.20 -Discussion
15.30 -What is Social Selling
- Enabling Social Sellin
-The ROI of Social Selling
15.35 DIscussion
10. Funnel Mindness
The Must Have Skills for Marketeers
• Content marketing* • Social Media*
• Analytics* • Funnel Mindness *
• Technology* • Sales Enablement
*Eloqua
• Only 10 % of Sales calls their marketing Sales
Savy (CMO insight)
11. Funnel Mindness: Revenue Management
Inquiries
Lead Scoring
Marketing Qualified
Leads
Closed Loop Tracking
Content Marketing
Closing the gap
Alignment
Sales Accepted Leads Lead Nurturing
Sales Qualified Leads
Sales
(Enablement)
Closed deals
Aligned Companies with perform better (20-24% more revenue growth
12. Alignment Fundementals
• Only 30 % of companies have a shared social media plan (Andeta
Research)
13. Agenda
15.15 -Introduction
-The Marketing and Sales Divide
-Funnel Mindness
15.20 -Discussion
15.30 -What is Social Selling
-Enabling Social Selling
-The ROI of Social Selling
15.35 DIscussion
14. Discussion Questions:
Main issues/challenges Marketing and Sales along the Sales funnel?
What is the online/social impact?
Main barriers for alignment?
Success stories?
15. Agenda
15.15 -Introduction
-The Marketing and Sales Divide
-Funnel Mindness
15.20 -Discussion
15.30 -What is Social Selling
-Enabling Social Selling
-The ROI of Social Selling
15.35 DIscussion
16. Social Selling
SOCIAL SELLING IS is a sales technique, leveraging social media and tools,
to get and maintain a 360 degree picture of the clients and their
influencer on an ongoing basis
Simply put: Leveraging social media and tools to enable Sales to connect
with the right person, at the right time with the right message
17. The Social Selling Process
Inquiries
Marketing Qualified
Leads
Identify:
Sales Accepted Leads Digital Profile of Customers
Be Visible (Person/company)
Sales Qualified Leads
Listen
Engage
Closed deals Sell
18. Agenda
15.15 -Introduction
-The Marketing and Sales Divide
-Funnel Mindness
15.20 -Discussion
15.30 -What is Social Selling
-Enabling Social Selling
-The ROI of Social Selling
15.35 DIscussion
19. Enabling Social Selling
Help Sales to Understand their customer’s digital profile?
Which are the key buying persona?
How and where do they search for?
Which content do they need in which buying phase?
What is their most favorite way of communication (forum, skype, email,
blogs?
Which social platforms do they use?
Where do they go for recommendations?
20. Increase Visiblity
Define who/how /where you should be visible
Which keywords, experience you want to jump out
Set policy and guidelines
Determine expected actions (sales and marketing
21. Listen: Opportunities/Trigger events
The three things to look for:
2. Hints at ongoing or future product or
service evaluation.
3. Chatter between competitors and
their customers
4.Personnel changes
22. Assist Sales with Engaging and Selling to Prospects
Don't try to build your own
Find and engage (contribute) to existing communities
• Find groups/social platforms that discuss topics related to your company’s
value proposition
• Create polls, share knowledge, contribute
Be creative, don’t sell but discuss
Suggest tools (Twitter/LinkedIN)
to use for a dialogue
with prospects
Provide Sales intelligence
24. Agenda
15.15 -Introduction
-The Marketing and Sales Divide
-Funnel Mindness
15.20 -Discussion
15.30 -What is Social Selling
-Enabling Social Selling
-The ROI of Social Selling
15.35 DIscussion
25. The ROI of Social Media in Sales
95 % of pipeline and 30 % of revenue
PAKRAGames tracked to social outreach
(Linkedin Invites/tweets)
Adobe Omniture doubled its opportunity-to-call ratio,
resulting in more opportunities generated
Network Hardware Resale (NHR) uses social media in conjunction with email
and phone to generate meetings with the right prospects-> has quadrupled
meeting acceptance rates from 15 % to 60 %
26. Agenda
15.15 -Introduction
-The Marketing and Sales Divide
-Funnel Mindness
15.20 -Discussion
15.30 -What is Social Selling
-Enabling Social Selling
-The ROI of Social Selling
15.35 DIscussion
27. Discussion
Who is embracing Social Selling
Social Selling initiatives?
Which part of social selling do you see as most powerful and why?
What your top 3 things you can do to enable Sales?
28. Resources:
Inside View
Social Selling University
Andeta Sales and Marketing Alignment Study
Marketo
Eloqua
29. Find Us
Laura@andeta.com
http://www.andeta.com/nl
Twitter: @theandetagroup
LinkedIn Group: Sales and Marketing Innovation
www.linkedin.com/groups/Sales-Marketing-Innovatie-4246803?
gid=4246803&trk=hb_side_g
Facebook: www.facebook.com/TheAndetaGroup
Google plus: plus.google.com/116749518833614916173/posts
Blog: andetablog.com/
32. Discussion
Who measures Social Media ROI leading to Sales.
Which metrics to use (reverse sales funnel)
Which monitor tools are used?
33. Social Selling is part of the bigger picture
Face to Face Social Media
Phone Video Conference/chat
Email Mobile
34. An Overview of the Social Selling Tools
• Focus • Slideshare
• Facebook
• Forums
• Twitter
• YouTube
• Linkedin
• Channels
• Blogs
Notas do Editor
Today focussing on Social Media
INTEGRATED APPROACH Build with Sales leader, agree on steps, definitiions Ideal customer, scoring etc. Calculate goals based on converstion)
Share KNOWLEDGE/Communicate Align sales- and buying process Define clear roles and responsibilities along process Be customer centric Dedicate marketeers to enable sales Communicate clearly Share information and Knowledge Determine level of service agreements Support Sales Help move prospects through the sales funnel! Don ’ t forget about Customer Service
Be Visible (Person/company)
) such as: How often do you want your sales/marketing to update: Profiles Tweet Presentations
IBMIn a pilot program sellling to IBM.com customers, SaaS video gamification/analytics stratup