This presentation outlines how buying has changed and highlights some strategies for sales people and business owners to consider as a way to respond and be pro-active to find new leads, opportunities and customers. Several case studies are presented, together with key learning points to inspire and guide sales people and business owners into social selling. And there are 5 tips for how to get more from LinkedIn as a sales lead generation and relationship development platform. For further information contact me, Mark Stonham on mark@wurlwind.co.uk

1. Social Media
- is it a
Game-Changer
for B2B Sales?
Mark Stonham
Twitter @MarkJStonham #LinkedWin

2. Topics for Tonight
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Buying & Selling trends
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Align social with sales
Case Study examples & results
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Learn from the pioneers
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Corporate
Mid tier
Owner Managed
Sales Professionals
5 Actionable LinkedIn Techniques
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Put the „Y‟ is your social media activity

8. Social Media Strategy for Sales
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Conversational not Salesy
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Inform, Educate, provide Insight, Entertain
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Be Memorable!
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Curate - as well as Create
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Invite people to take „the next step‟.

10. Internal Collaboration
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IBM: let employees set up their own blog and Twitter
accounts to service customers
There was no IBM corporate blog or Twitter account
There were 17,000 internal blogs,
100,000 employees using internal blogs
Up to 500,000 participants in crowd-sourcing “jams.”
Results showed: Crowd-sourcing identified 10 best
incubator businesses, which IBM funded for $100 million.
These generated $100 billion in total revenue for a 10-to1 ROI with a 44.1% gross profit margin

11. Internal Collaboration in Corporates
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EMC:
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ORACLE: Layered social networks on top of current
B2B social media effort that achieved business
transformation by creating a global company-wide social
community, EMC ONE. This connected and increased
collaboration resulting in double-digit revenue growth in more
than 60 countries
communication channels and trained 25,000 partners, while
reducing costs, boosting satisfaction and increasing PR.
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Salesforce.com: Company Communities will be similar
to Communities, except intended for internal use. The social
collaborative and intranet space is booming, with targeted
products from Microsoft 's Yammer, Jive Software, Socialtext,
Igloo and others, like Microsoft SharePoint or IBM Connections.

12. pilot social selling program
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7 Public Cloud inside sales representatives
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Personalized Web, Twitter and LinkedIn pages
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Content Library and short messages
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LinkedIn connections from 535 to 3,500 in 6 months
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Reach of messaging up from 54,000 to 1.3 million
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It triggered 10 orders on the first day a 60-day free trial.

13. 
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INDIUM:
A company that
manufactures special
alloys isn‟t sexy;
neither is convincing
14 of its engineers to
start blogs.
It increased leads,
prospects, conversions
and sales by double
digits
Plus it gave customers
the opportunity to
know the company‟s
employees personally.
Exhibition costs down
75%

14. Wild Apricot – 15% uplift in conversions
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They tested:
1) a recent user
survey,
2) a link to an online
software directory
and
3) a link to the
LinkedIn product
reviews, along
with LinkedIn‟s logo.
Showcasing LinkedIn
recommendations on
our home page raised
conversions by 15%.

15. 
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Started 1998 – now $40m 200+ employees.
Give away free and valuable marketing advice
Offer affordable direct-mail printing for small businesses
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Create Compelling Content
Establish your Face and Voice
Build contacts and message them
Join LinkedIn Groups and contribute
Cold message contacts
600 leads, $72,000 business just from LinkedIn.

16. Mark Stonham
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£50k opportunities over a 3 month period via LinkedIn
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Social Selling bid into major European company
Interim Sales Manager role in Gloucester
LinkedIn Training to Dublin based Call-centre company
Connection with Senior Sales decision-makers
Partnerships – IT and e-learning
Introducers – to help spread the word
Website traffic – monitored via Google Analytics

20. Approaches & Benefits
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Decide on Goals and Objectives
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Pick a high impact business area
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Leverage Customer Success
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Learn from a peer group role model
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Start small – pilot – test and measure

22. Put the „Y‟ in your Social Selling
Be
Found
Find
Engage
TAG
Nurture

32. Is Social Media a Game-Changer
for B2B Sales?

33. What next?
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Take Action on 1+ ideas
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Training
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LinkedIn Masterclass
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October 18 & November 15
One Company Training
Licenced Training Content
Consultancy Services
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Individual Profile – “Pimp your Profile”
Company Profile set-up
Review and Action Plan

35. To learn more about
how you can use LinkedIn to
generate leads and opportunities …
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Contact Mark Stonham
Email mark@wurlwind.co.uk
Follow @markjstonham
Connect on LinkedIn
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Contact Wurlwind
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Wurlwind Website
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Find and Follow us:
Wurlwind on LinkedIn
@wurlwind_li
@wurlwind_scrm
#LinkedWin