Social Selling: #KnowThyBuyer Jill Rowley Social Selling Evangelist Modern Marketing Expert Startup Advisor
Social Selling: #KnowThyBuyer
Jill RowleySocial Selling EvangelistModern Marketing Expert
Startup Advisor
@jill_rowley #SocialSelling
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
Meet the Modern Buyer
Digitally-driven
Socially-connected
Mobile Empowered
Mindset: from Selling to Helping
Skillset: digital, social
Toolkit: a fool with a tool is still a fool
@jill_rowley #SocialSelling
Social Selling is using Social Networks to do Research to be
Relevant to build Relationships that drive
Revenue.
@jill_rowley #SocialSelling
1. Buyer-centric LinkedIn profile2. The Art of a LinkedIn Invite3. LinkedIn Job Change Alerts4. Join LinkedIn Groups5. Advanced Search in LinkedIn6. Find Alumni7. Recommendations & Endorsements
= Credibility8. Share Content
@jill_rowley #SocialSelling
The 411 on Content
1. Pick a simple and short username (this is your brand)
2. Create a personal profile3. Upload a good picture (no eggheads!)4. Include your LinkedIn URL in your bio5. Listen first, find your voice6. Follow influencers and experts in your
field; Create lists7. Share things that are useful and relevant
to your followers8. Do no just self-promote or share your stuff9. Engage with your followers (@reply, RT
and mention) 10. Use #hashtags – example is
#GrowthMarketing
@jill_rowley #SocialSelling
• Executive Sponsorship• Program Owner• 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
@jill_rowley #SocialSelling
5 Things for Sales Reps to do Right Away!
• Optimize your LinkedIn profile for the Buyer; not the Recruiter.
• Personalize Your LinkedIn Invites – ALWAYS!!
• Expand your Professional Network. ABC = Always Be Connecting. Leverage your College Alumni.
• Follow your Customers, Partners, (and Competitors) on LinkedIn & Twitter.
• Read what your buyers read and share across your Social Networks.
@jill_rowley #SocialSelling
5 Things for Marketing to do Right Away!• Know thy customer
• Centralized content library
• Content aligned to buyer’s journey and buyer persona(s)
• Curate third party thought leadership content for Sales
• Make social sharing easy!