Today’s B2B buyer is digitally-driven, socially connected and has unlimited access to information. Marketing recognizes this shift, but Sales needs to be on board too. In this session, Jill Rowley shares why Social Selling – using social networks to build the relationships that drive revenue – is essential and how to implement it across your organization.

1. Social Selling:!
How to “sell” the way the !
customer wants to buy!
@Jill_Rowley
Social Selling Evangelist
Modern Marketing Expert
Startup Advisor

2. Meet the Modern Buyer
@jill_rowley #SocialSelling
Digitally-driven Socially-connected
Mobile Empowered

3. 67%
of
the
buying
process
is
being
done
digitally
5.4
people
are
now
involved
in
the
average
B2B
buying
decision.
75%
of
B2B
buyers
now
use
social
media
to
research
vendors.
90%
of
decision
makers
say
they
never
respond
to
cold
outreach.
74%
of
buyers
choose
the
sales
rep
that
was
FIRST
to
add
value
and
insight.
The
reality
of
the
Modern
Buyer

4. Social Selling!
#KnowThyBuyer !
Jill Rowley
Social Selling Evangelist
Modern Marketing Expert
@jill_rowley #SocialSelling

5. @jill_rowley #SocialSelling

6. Marketing Needs to Know More about Sales
Sales Needs to Know More about Marketing
We all Need to Know More about our CUSTOMERS
@jill_rowley #SocialSelling

7. @jill_rowley #SocialSelling

8. Mindset:
from
Selling
to
Helping
Skillset:
digital,
social
Toolkit:
a
fool
with
a
tool
is
sBll
a
fool

9. Talent Management
@jill_rowley #SocialSelling

10. Why do Social Selling?
@jill_rowley #SocialSelling

11. @jill_rowley #SocialSelling
Social Selling is using Social Networks to do
Research to be Relevant to build
Relationships that drive Revenue.

12. 5 Pillars, Practices, Principles of Social Selling
@jill_rowley #SocialSelling

13. The 4-1-1 on Content
@jill_rowley #SocialEmployee

14. Social Selling Success
@jill_rowley #SocialSelling
SAP's
Success
Formula
For
BtoB
Social
Selling
-­‐
interview
with
Maggie
Fox,
SVP
of
Marke6ng
hBp://www.forbes.com/sites/johnelleB/2016/04/01/saps-­‐success-­‐formula-­‐for-­‐btob-­‐
social-­‐selling/#378b61da13cb
Requires
significant
planning,
training
and
enabling
capabiliQes
to
make
it
a
sustainable
part
of
a
company’s
sales
and
markeQng
process.
1. You
must
have
Bght
integraBon
between
MarkeBng
and
Sales.
2. You
need
a
strong
markeBng
enablement
program.
3. It
takes
a
lot
of
relevant
content
to
make
social
selling
work.
4. Content
should
be
designed
from
the
customer’s
perspecBve.
5. Sales
professionals
must
add
their
perspecBves
to
the
content.
6. Social
Selling
experts
should
be
embedded
in
each
geographic
region.

15. Social Selling Maturity Model (SSMM)
Source: PeopleLinx
@jill_rowley #SocialSelling

16. The big dog has to buy-in
@jill_rowley #SocialSelling

17. Program needs a Mobilizer
@jill_rowley #SocialSelling

18. Cross-functional initiative
@jill_rowley #SocialSelling

19. @jill_rowley #SocialSelling
Invest in a Learning System
Build or BuyTraining Curriculum?

20. • Executive Sponsorship
• Program Owner / Evangelist
• Alignment: Marketing, Sales,
Sales Enablement, Sales
Training, Sales Ops
• Sustainable training program
– 101, 201, 301
– Live and eLearning
– Certification
• Provide repository to store
everything “social”
• Deliver content
calendars to make
sharing easy
• Celebrate successes
• Share best practices
provide coaching
• Embed in process
systems (SFA/CRM)
• Recognition
Rewards
• Track results
Social Selling: It’s not a one-off
@jill_rowley #SocialSelling

21. Resources
• Sales Strategy Sales Enablement
– Sales Benchmark Index – download their app
– 2015 Sales Enablement Optimization Study by CSO
Insights
– Analysts: Forrester, SiriusDecisions, CEB
• Social Selling
– Subscribe to Sales for Life’s blog – www.salesforlife.com
– Videos from LinkedIn Sales Connect events
– Analysts: Forrester, SiriusDecisions
– Social Selling with Game Changers Podcast
@jill_rowley #SocialSelling