@peoplelinx #KissWebinar @michaelido 1 Why Social Selling? Employee Advocacy Prospecting Deal Nurturing 2 Measuring the ROI 3 Section Three – The Change Journey TABLE OF CONTENTS B2B BUYERS ARE CHANGING Sources: Corporate Executive Board, Telenet, Ovation Sales Group Calls required to reach a buyer (up from 3.7 in 2007). HARDER TO REACH 8 Decision-makers participate in an average enterprise purchase. CONSENSUS-DRIVEN 5.4 Of buyers’ decision is already made before speaking with a sales rep. SELF-EDUCATING 60% Of B2B executives use social media to research buying decisions. USING SOCIAL 84% 6.2 10 11.57 12.81 0 2 4 6 8 10 12 14 Conducts Non Traditional Customer Due Dilligence Personally Owns Lead Generation Leads With Insight Uses Social Media as a Critical Channel ImprovementProbabilityof becomingaTopPerformer SOCIAL SELLING IS CRITICAL TO EARLY ENGAGEMENT Sources: Corporate Executive Board PUNDITS SAY IT’S AWESOME MARK FIDELMAN Forbes “78% of salespeople using social media outsell their peers. Will you see similar results? MEASURE FOR YOURSELF SOCIAL SELLING INDEX (SSI) KLOUT SCORE WHAT’S MISSING SOCIAL IS JUST A CHANNEL Awareness Lead Generation Qualification Opportunity Upsell Referral Employee Advocacy Prospecting Deal Nurturing THE CHANNEL SUPPORTS THREE SALES ACTIONS EMPLOYEE ADVOCACY METRICS: CLICKS, FORM-FILLS SOCIAL PROSPECTING METRICS: MEETINGS, OPPORTUNITIES NURTURE METRICS: WIN RATES, CYCLE TIMES CRM CAN REPORT THIS… WHEN SOCIAL ACTIONS ARE ASSOCIATED WITH OUTCOMES Employee Advocacy Prospecting Deal Nurturing Capture “Social” as Lead Source & Opportunity Source in CRM Capture social gestures in activity history (hard to do manually) Share tracker URLs on social (More segmented = more info) WHICH WAY DOES THE CAUSAL ARROW POINT? $1-2 CPC 30-40% of form-fill conversions contributed by social 3-4x increase in outbound yield v. cold-calling 10-20% increase in win rate 20-30% acceleration in cycle times WHAT SUCCESS LOOKS LIKE THREE THINGS YOU CAN DO RIGHT NOW Give employees unique tracker URLs for social sharing Add “Social” to lead/deal source Capture success stories Sources: PeopleLinx The State of Social Selling – 2015 REPS NEED HELP Train employees on social selling Encourage use of social selling Measure Results of social selling EMPLOYERS AREN’T HELPING EMPLOYER SUPPORT MAKES A BIG DIFFERENCE SOCIAL SELLING MATURITY MODEL (SSMM) (No Change to Lift) 1-2%Policy Training Integration Optimization Increase to 7-8% Increase to 10-15% Increase to 15-20% Random Acts of Social Sales Lift 1-2% MICHAEL IDINOPULOS CMO, PeopleLinx @michaelido THUE MADSEN Marketing Operations Manager, Kissmetrics @thuelmadsen Questions?