Social Selling (Marcom 2012)

Social SellingLaura Nuhaan, The Andeta Group

@theandetagroup#socialselling

June 14, 2012

Topics

Social Media continues to grow

The Buyer has Changed

marketing

marketing

. Marketing is moving further in the sales funnel than ever before

Some Facts

60 % 60 %

85 % 75 %

17 %

Owns the buying process Leverages the social web Expects immediate value

The Process Gap

Lead Generation

Process Gap Sales

ProcessRevenu

e

Lead Scoring &

Nurturing

Over 90% of leads never close (Sirius decisions)

40 % of sales time spent in finding & (re)creating content (CMO) 90 % of marketing content goes unused (American Marketing

Assoc.)

We Need to Change Traditional Ways

FFunnFFunn

• Leverage Social media and online

• Align

• Use data

30 %

25 %

39 %

Cold Calling Is Dead

Social Media enables Organizations to connect with the right person, at the right time with the right message!

Leverage your social network/connections

Laura Nuhaan

Welcome Social Selling SOCIAL SELLING IS is a sales technique, leveraging social

media and tools, to get and maintain a 360 degree picture of the clients and their influencer on an ongoing basis

Face to Face

Phone

Email

Mobile

Video Conference/chat

Social Media

Social Selling Tools

• Linkedin

• Twitter

• Facebook

• Focus • Slideshare

• YouTube

• Forums

• Blogs

• Channels

Social Selling Steps

1. Identify1. Identify

3. Be Visible 3. Be Visible

4. Listen 4. Listen

5. Engage5. Engage

6. Sell/Retention 6. Sell/Retention

Sales Marketing

Customer Service

Align & Monitor

2. Plan2. Plan

Our Customers Are Not Social!!!

Meet John Bits One of the main buying

persona The Geeky Engineer

• 30 years old• Electrical Engineer• 24 Hours on the PC!

Sprint Ninja: Employee Advocacy• Social Media Program to stimulate

employees to use social media

• Reach out to customers they would otherwise not reach

• Increase product knowledge/advocacy

• Suggested tweets,updates, news to

share

• Work Shops• Social media strategy• Expectations• Help

Don’t miss Leads and Trigger events

The three things to look for:

1. Hints at ongoing or future product or service evaluation

2.Chatter between competitors and their customers

3.Personnel changes

The Customer Is Talking!

16 new customer references in 24 hours!

Engage

CapGemini receives 4 to 8 leads from Blogs written by employees. First contact with IRS which resulted in a mega milllion deal through a blog.

Relations

Find Us

Laura@andeta.com http://www.andeta.com/nl Twitter: @theandetagroup LinkedIn Group: Sales and Marketing Innovation

www.linkedin.com/groups/Sales-Marketing-Innovatie-4246803?gid=4246803&trk=hb_side_g

Facebook: www.facebook.com/TheAndetaGroup Google plus:

plus.google.com/116749518833614916173/posts Blog: andetablog.com/