1.
Social Selling
Best practices
Industry Principal - Social Selling
Koka Sexton
@KokaSexton

2.
1999
Sales
2005
Linkedin
profile
2007
Twitter profile
2010
Marketing
*Dark side*
2011
Social Selling
University
2013
Social Selling
Goes Global
2014
Sales
Navigator
2016
Head of social
@LinkedIn
Integration of social into
the sales stack
Koka’s journey into social selling
2017
Hootsuite

3.
Identify and Engage
Marketing SalesSocial Selling
Personal
engagement at scale
Welcome a new paradigm
When sales and marketing combine
efforts to engage more buyers, your
company will transform
Sales / Marketing Alignment

4.
Leveraging your professional brand to
fill your pipeline with the right people,
insights and relationships.
Definition of social selling

5.
Advanced social selling
Isolated behaviors
Integrated activities

6.
+36%customer
satisfaction
+15%revenue
growth
+28%willingness
to recommend
+33%less likely to
cancel/churn
Social journeys are strongly correlated with business
outcomes

7.
Social buyers
It’s never been more important to
connect and engage with decision
makers.
84%
Of C-Level and VP-level
buyers use social media for
B2B purchase decisions.

8.
✓ Set in their ways
✓ Integrate social
into their existing
processes
✓ Invest in this group
✓ Education & training
✓ Look for right formula
✓ Give them best tools
✓ Get out of the way
Maturity
Hesitant to
change
Moveable middle
Experts
No risk High risk
Social selling starts with a social business.
Consider your salespeople

9.
$193K
$355K
Social buyers
spend 84% more
per purchase.
84%
More

10.
12.3
19.8
Social buyers also
make 61% more purchases
on average than buyers who
don’t use social.
61%
More

11.
95%
Of B2B decision-makers
expect new or different insights
from sales professionals.
Insights
Lead with insights and
give them something to
think about.

12.
92%
Of buyers delete emails or
ignore calls from people they
do not know.
Cold calls
Mostly a waste of time.

13.
Privacy settings
Connection philosophy
Profile
optimization
Updates
Omnipresent.
Something or
someone that is
everywhere all at
once
Visibility creates opportunity

14.
Koka Sexton
Resume
to
Reputation

15.
Drive as much
traffic back to your
LinkedIn profile as
you can.
Profile views
Instagram
Twitter
LinkedIn
Single greatest growth hack I learned

16.
Trigger events
Create saved searches
Bucket the
information
Engage
member
● Trigger events
● Social capital
● Leverage connections
Relationships matter

17.
#RelationshipsMatter
64%
Like it when a salesperson
does internet and social media
research about them and their
company before reaching out
to them.
Research
Become relevant to the
buyer by understanding
them and their company.

18.
#RelationshipsMatter
72%
Of B2B buying steps are
completed before buyers
connect with a salesperson,
mostly by using online
resources.
The early
bird
Social selling positions
yourself in front of buyers
in the earliest stages.

19.
5X
More likely to engage with
sales professionals via warm
introduction than cold
outreach.
#RelationshipsMatter
Connect
Common connections
open doors.

20.
Collect
Distribute
Engage
Take offline
● Blogs
● Research
● PR
● Entertainment
Content is the fuel of social selling

21.
● Curated content
● Multiple
keywords
● RSS feeds
● Mobile
Content integrations
#SharingIsCaring
Content curation

22.
On average, decision makers
consume 5 pieces of
content before being ready
to speak to a sales rep.
#SharingIsCaring
Sharing value

23.
Identify interest
Make contact
Build social
capital
Take offline
● More focused
● Social capital
● Ask for the
meeting
● Disqualify quickly
Move online to offline

24.
Hootsuite
LinkedIn
Twitter
Google
● Social dashboard
● Ease of sharing
● Searchable
● Automated
Technology
Tools of the trade

25.
Basic Twitter Lists
Companies Competitors Customers Buyers
Thought
leaders

26.
Different type of status updates in Twitter

27.
Use your status
updates to inform
your network
• Industry news
• Relevant content
Use your status updates to inform your
network

28.
• Press
• Blogs
• Content
Use your status updates to promote your
company

29.
● Dashboards
● Scheduling
● Cross promotion
● Automated
Hootsuite
Hootsuite

30.
● Curated content
● Scheduling
● Cross platform
● Mobile
Hootsuite Amplify
Amplify

31.
Daily
•Read news from your assigned Named Accounts
(via Google Alerts, Datafox, LinkedIn, Owler and other tools)
•Read and respond to individual trigger events and news from Named Account decision
makers
(from LinkedIn, Google Alerts, Newsle and other tools)
•Interact with social updates from your Named Account individuals
(favorite/ retweet their Twitter updates, favorite or respond to LinkedIn updates, etc.)
•Scan key “trades” for relevant articles
•Post interesting third-party articles into your LinkedIn updates, Twitter feeds

32.
Weekly
•Look for new individuals or decision-makers within your Named Accounts; get introductions
and engage where appropriate.
•Identify and start following any industry-specific hashtags (including upcoming conferences)
to both engage with Named Account targets and find new content to curate/share with them via
your email and social channels.
•Look at last week’s meetings and presentations; add any new Named Account targets to
LinkedIn; follow on Twitter; add them to your Twitter lists of Named Account targets to follow via
Hootsuite.