Modern Lead Management and Social Selling

Lead management

in een digital wereld

2 april 2015

@Andeta

@LauraNuhaan

@social Selling

Today

Marketing and Sales need to change

Lead management and nurturing

Content Marketing /Story telling

Social Selling

Yelpi

customer 2.0 has turned off all the noise

the 6 new rules of marketing

be foundfind customers

demographic

mass advertising

few/ isolated channels

intuitive decision making

Behavioral segmentation

1:1 communication

exploding/ integrated channels

data-driven automation

then now

the 6 new rules of marketing

be foundfind customers

demographic

mass advertising

few/ isolated channels

intuitive decision making

Behavioral segmentation

1:1 communication

exploding/ integrated channels

data-driven automation

then now

the new rules of selling

always be connectingalways be closing

I am the man

my customer = bonus

marketing does not understand

look at my car

tech makes me nervous

I listen

my customer = lead generator

we work as a team

look at my connections

tech makes it easy

then now

I’m not an administrator data helps with my quota

you sell more if you stop selling!

the new rules of selling

always be connectingalways be closing

I am the man

my customer = bonus

marketing does not understand

look at my car

tech makes me nervous

I listen

my customer = lead generator

we work as a team

look at my connections

tech makes it easy

then now

I’m not an administrator data helps with my quota

you sell more if you stop selling!

Today

Marketing and Sales need to change

Lead management and nurturing

Content Marketing /Story telling

Social Selling

90% of the leads

generated leads never

close. (Sirius decisions)

it’s all about

the right message,

at the right time,

through the right channel

for the right person!

+ + =+

nurturing is key

50 % more sales-ready leads and 33% lower cost through nurturing

(Forrester)

//

Reach

Engage

Activate

Leverage

Funnel Mindness = Revenue Management

Inquiries

Marketing QualifiedLeads

Sales Accepted Leads

Sales Qualified Leads

Closed deals

Socia

lS

ellin

g

Conte

nt M

ark

etin

g

Nurtu

ring

Inb

ou

nd

mark

etin

g

Alig

nm

en

t

Super

Target

Target

Other

FIT

INTEREST

Today

Trends

Marketing and Sales need to change

Lead management and nurturing

Content Marketing /Story telling

Social Selling

Make me Care

Emotional

Rational

Esthetical

guido everaert

Content

Audience

Story

Telling

John Bits

De ingenieur• -Tech forums

• -Blogs

• - Product specificaties

Ria Evera Marketing Manager

-Linkedin

-Slideshare

-Gebruiksvriendelijkheid

Buyer Persona helpen bij het maken van keuzen

Em

otio

na

l-----------------------------Ra

tion

al

Entertain (virals, quizzes,

games)

Inspire(reviews,

endorsements, quotes)

Educate(trend reports,

articles, guides)

Convince(data sheets,

webinars, case studies)

22

Awareness------------------------------Action

Relevant content = customer insight +journey

Today

Marketing and Sales need to change

Lead management and nurturing

Content Marketing /Story telling

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"People buy from companies they know, like and trust,

not because your sales rep has cold called them.

People buy from companies they know, like and trust, not

because your sales rep has cold called them.

Social selling is a sales technique, leveraging social

media and tools, to get and maintain a 360° view of the

clients and their influencer on an ongoing basis

only 11 % of companies have social

selling strategies (Aberdeen)

26

social selling steps

1. identify

3. be visible

4. listen

5. engage

6. sell/ retention

2. plan

marketing

customer service

sales

1. identify

Meet John Bits

One of the main buying persona

The Geeky Engineer

• 30 years old

• Electrical Engineer

• 24 Hours on the PC

• ask your customers!

• 93 % of buyers influenced by social

our customers are not social!!!

2. plan - clear objectives and policy

Be Visible

3. be visible

it starts with a good profile

• Profile

• Groups

• Company description

• Alumni network

• updates

4. listen: 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

www.webpower.nl [email protected] T:0342-423262 @webpower

The Customer Is Talking!

5. engage

6.. retention - nurture existing customers

Align and Monitor

Leverage technology!

Social sellers outperform

make choices

know your

(online) customer

leverage technology

nurture

measure & optimize

be relevant

Laura Nuhaan Partner [email protected]

performance benefits of social selling

source: aberdeen group

Om over na te denken

Hoe ziet jouw funnel eruit? Omzet doelstelling,

aantal klanten, aantal offertes, aantal afspraken, aantal

SQL en MQLs?

Beschrijf de ideale klant voor jouw bedrijf?

Kenmerken, DMU?

Hoe zou jij een MQL scoren en hoe een SQL?

Om over na te denken

Wat zijn de belangrijkste buyer persona voor jouw

content marketing?

Welke content is er nu beschikbaar en waar bevindt

deze zich in de matrix?

Om over na te denken

Wat zijn de belangrijkste succes factoren voor social

selling binnen jouw bedrijf?

En hoe kun je deze meten /KPI’s

Lead scoring Model

FitPassen zij bij ons?

InteresseZijn zij geinteresseerd

in ons?

Expliciet

Demografisch

(geo, grootte))

BANT (budget, autoriteit,

Need, Timeline

Impliciet

Afgeleidekennis (data

mining, profile)

Online gedrag (clicks,

webinars))

Negatieve score o.b.v. ongewenst gedrag bv vacatures

Van 535 naar 3500 connecties (Linkedin)

Van 54 K naar 1.3 M. volgers (Twitter)

Versterkte engagement, connectie en referrals

Virtueel gunnen

Learning and growth• Use Social Selling

• Develop sales 2.0 reps

• Enable through technology

Customer• Be a valued partner

• Seen as a Thought Leader

• Socially connected

Internal Business• Increase alignment

• Structure lead

management process

• Increase Sales Intelligence

Align and Monitor

Financial• Customer life time value

• ROI of social selling

sales 2.0 strategy & vision