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The ultimate cheat sheet on social selling and video marketing slideshare

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Expert tips on using social and video during each stage of the sales funnel

According to Aberdeen, 84% of B2B marketers use social media in some form. To top that off, 68% of your video viewers are willing to share a video they've watched to their social channels. Combining video and social selling is a no-brainer, but many companies aren't sure where to get started.

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The ultimate cheat sheet on social selling and video marketing slideshare

  1. 1. The Ultimate Cheet Sheet on Social Selling & Video Marketing
  2. 2. Introducing our Speakers Jon Spenceley (@jonspenceley) Community Marketing Manager Jon is the Community Marketing Manager at Vidyard, and works with Vidyard's partners to help their customers drive more revenue with online video. Sean Burke (@sean_h_burke) CEO, KiteDesk Sean is a seasoned sales and marketing executive with recognized performance (9th start-up) in various industries - including professional services and consulting, SaaS, telecommunications, financial, logistics, managed security, software and cloud communications.
  3. 3. Agenda 1. Vidyard – Using Video through each stage of your pipeline 2. KiteDesk – Using Social Selling through each stage of your pipeline 3. Putting it together 4. A gift for you!
  4. 4. VIDYARD To help companies drive revenue through the use of Online Video
  5. 5. WHY VIDEO? @jonspenceley jon@vidyard.com purchase intent by 97% - Unruly Enjoyment of video increases Over 70%of marketers report that video converts better than other content types - Demand Metric Video can increase CTRs on email marketing by more than 300% - Forrester Research
  6. 6. VIDEO IS POWERFUL ▶ Why we love it ▶ Visual ▶ Persuasive ▶ Easily shared ▶ Informative ▶ Intriguing @jonspenceley jon@vidyard.com
  7. 7. REDBULL @jonspenceley jon@vidyard.com
  8. 8. PEBBLE @jonspenceley jon@vidyard.com
  9. 9. ENTERTAIN - REDBULL @jonspenceley jon@vidyard.com
  10. 10. EDUCATE – HOME DEPOT @jonspenceley jon@vidyard.com
  11. 11. INSPIRE – CHARITY:WATER @jonspenceley jon@vidyard.com
  12. 12. VIDEO FOR SALES ▶ Understand your customers (Buyer Profiles) ▶ Understand your sales cycle (Funnel) ▶ Match them up! @jonspenceley jon@vidyard.com
  13. 13. EARLY-STAGE VIDEO ▶ Short, ungated content designed to educate @jonspenceley jon@vidyard.com
  14. 14. EARLY-STAGE SOCIAL VIDEO IS POWERFUL @jonspenceley jon@vidyard.com
  15. 15. MIDDLE-OF-FUNNEL ▶ Longer, more solution focused ▶ May be gated, allows prospects to put up their hand and self-identify ▶ Still should be shareable – give people the option to pass your content along and they will! @jonspenceley jon@vidyard.com
  16. 16. LATER-STAGE CONTENT ▶ Decision makers need resources ▶ Thoroughly explain the ROI ▶ Personalize your content ▶ Demo videos geared toward client solution ▶ Setup guides for their specific needs @jonspenceley jon@vidyard.com
  17. 17. MEASURE & EXPERIMENT ▶ Track who’s watching, and for how long: ▶ Nurture ▶ Segment ▶ Score ▶ Qualify leads for sales ▶ Target more content ▶ Optimize your video assets ▶ Develop new content for other channels @jonspenceley jon@vidyard.com
  18. 18. Sales Intelligence Platform That Actually Helps Sales People Sell Rolodex CRM
  19. 19. Why should YOU personally use social media? Reps that view ≥ 10 prospects profiles are 69% more likely to exceed quota - LinkedIn 69% 85% of buyers feel stronger about vendors that utilize social media - Salesforce 85% Social selling teams have 31% higher quota attainment - Aberdeen 31% Social reps are 79% more likely to exceed quota - Aberdeen 79% Top performers use these tools to build personal brands. WHY? Social/data platforms give companies unprecedented breadth, scope, and access to customers.
  20. 20. Social Selling throughout the pipeline Social Selling Process Social Listening Social Selling Do Something Offline Social Engagement Targeted Videos Partnership Analytics Top of Funnel Middle of Funnel Bottom of Funnel Buyer’s Journey
  21. 21. Social Listening Get to know your Ideal Client Follow them across multiple social networks Track any author’s & influencers that they follow DON’T dive right into sales messaging - It’s too early and you haven’t earned their time yet @sean_h_burke sburke@kitedesk.com
  22. 22. Social Sharing Get the attention of your Ideal Client Comment on their posts everywhere most importantly on their actual comments blog too! Show them you’ve taken an interest. Try to trigger an emotion. Having trouble? Try humor or nostalgia @sean_h_burke sburke@kitedesk.com
  23. 23. Do Something Offline You’ll stand out if you provide a different type of engagement Notice they “check in” a lot at a local Starbucks? Send them a Starbucks gift card Give them a book from their favorite author Send thank you cards Always include a hand-written note with gifts @sean_h_burke sburke@kitedesk.com
  24. 24. Social Engagement Ways you can encourage a response Take a closer look at your prospects LinkedIn Utilize the “people also viewed” to reach further into the network you want to build @ them, +1 them, DM them, InMail them What triggered a response from the prospect? Focus your future engagements accordingly Build on your engagement success! @sean_h_burke sburke@kitedesk.com
  25. 25. Targeted Videos @sean_h_burke sburke@kitedesk.com
  26. 26. Become A Social Partner Pay it forward - the relationship has only just begun Recommend them on LinkedIn Keep yourself up to speed on what’s happening in their world. Don’t miss future opportunities - set up a Google alert for new customers. Share your network with them @sean_h_burke sburke@kitedesk.com
  27. 27. Analytics How does social selling effect your business? *Measure your results *Create a Campaign in SalesForce *Create your Lead Sources *Set goals *Create Dashboards @sean_h_burke sburke@kitedesk.com
  28. 28. Questions & Answers @sean_h_burke & @jonspenceley A FREE GIFT!