PowerPoint Presentation
Social Selling in the Enterprise: Turning Sense into Dollars
Leverage best practices from high-volume low-touch SaaS start-up
to put social to work in the Enterprise. Apply nimble marketing
techniques to disrupt traditional enterprise sales cycles:
Discover your brands true voiceGenerate and nurture net-new
leadsIdentify new opportunities, at scale
Filter the hype out of social and distill the activity to power
sales across multiple mediums and channels to drive real revenue
and brand recognition.
Speakers:
Tom Grubb, VP of Product Marketing, MarketoDave Ewart, Director
of Marketing and Revenue, Loggly#BtoBLiveSource images and logos
are property of their respective owners.1Social = Opportunity
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The accelerating sales buying cycle over the past 15 years:
Social Selling in the Enterprise: Turning Sense into Dollars
Saba: 12-18 months, targeted account model$250k ASPTealeaf: 9-12
months, targeted account model, social hints$250k ASPSatmetrix: 90
days, blended$20k ASPLoggly: 30 days$500 MRR $20k LTVLesson
Learned:Window of opportunity for marketing is shrinkingSocial is
an equalizer for lost insight#BtoBLive5$
#SocialEverythingSaaS- Catalyst of ChangeSearch = size of
problemTrials = buyer driven POCsSubscription EconomyWhat
HappenedSocial Selling in the Enterprise: Turning Sense into
Dollars
Whats Next?Data becomes freeCompanies sell insightSocial becomes
currency#BtoBLive6
How many have an inside sales team or sales dept. reporting to
you?How many have a quota based sales revenue, not on leads or
meetings?Anyone with majority of your salary based off sales
revenue
Soon!?!Social Selling in the Enterprise: Turning Sense into
Dollars
#BtoBLive7Should I focus on Social Marketing or Social
Selling?
Wikipedia Definitions:Social media marketing - The process of
gaining website traffic or attention through social media
sites.Social Selling- Sales technique that starts via social
networking sites such as Facebook and Twitter.Real Answer:Both.
Whos the expert?You! Social Selling in the Enterprise: Turning
Sense into Dollars
#BtoBLive8The Loggly Story: Why we existRevenue Model: Bottoms
up!Buying Process: See-try-buyCompany breakdown: 24 people, 22
write code
Our Revenue Funnel: When dealing with MRR, social insight is
crucialLow cost of ownership = lower pain to switch
Social Selling in the Enterprise: Turning Sense into Dollars
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Get closer to the data, and your customersHow well do you know
SQL?Leverage technology to set data freeReinvent only the REALLY
cool wheelsSocial Selling in the Enterprise: Turning Sense into
Dollars
#BtoBLive10Got Buzz?
Leveraging Social across the Marketing Ecosphere:Branding,
Awareness and PositioningTop of Funnel: Campaigns to Content
CreationBottom Funnel: Nurturing and SalesCustomer Loyalty:
Creating promoters, for cheapSocial Selling in the Enterprise:
Turning Sense into Dollars
#BtoBLive11What is Sentiment Analysis?Sentiment analysis aims to
determine the attitude of the author with respect to the topic or
content.
How can it help the B2B Marketer?Better understand your audience
(and pain-points)Accurate picture of the competitive
environmentIdentify competitive differentials to leverage
Social Selling in the Enterprise: Turning Sense into Dollars
#BtoBLive12Social Power: Branding, Awareness and
PositioningLearning: I have my job cut out for me.
Social Selling in the Enterprise: Turning Sense into Dollars
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Social Power: Branding, Awareness and PositioningMarket
Landscape
Social Selling in the Enterprise: Turning Sense into Dollars
#BtoBLive14Social Power: Branding, Awareness and
PositioningAudit: Analyst Landscape
Social Selling in the Enterprise: Turning Sense into Dollars
#BtoBLive15Social Power: Branding, Awareness and
PositioningAudits: Analyst Landscape
Social Selling in the Enterprise: Turning Sense into Dollars
Future Stars!Bring audience to them!
Awesome, BFF!Save your time,limited upsideDiamond in
rough,Nurture and educate!
INTELLEGENCEEFFECTIVE REACH#BtoBLive16Social Power: Branding,
Awareness and PositioningCreating Buzz at Events, finding killer
swag
Social Selling in the Enterprise: Turning Sense into Dollars
#BtoBLive17Top of Funnel: Content is King, Context is QueenCan I
say the F word? Friction is everywhere. Fix it!
Example: Social Feedback and InsightsFlamed Socially = Get
better on campaigns!Support your KPIs = Optimize Customer
ExperienceEnrich your leads and SEM = LinkedIn #FTW!Social Selling
in the Enterprise: Turning Sense into Dollars
#BtoBLive18Bottom Funnel: Leverage User Generated Content
Example: Evergreen Free Content and Silver Bullets#twestimonials
= micro case studies to drive new trialsCompetitive Radar: Find
threats and leverage
Social Selling in the Enterprise: Turning Sense into Dollars
#BtoBLive19Creating Promoters: Smart and Inexpensive
Example: Balanced Feedback and Hero CreationBoard of advisors
feedback, vet it sociallyGamification from product use to add
value
Social Selling in the Enterprise: Turning Sense into Dollars
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Social Selling: It Works!
Use Power For Good:Finding Voice of your BrandEnriching leads
& OpportunitiesEconomies of ScaleIts FREE!*Social Selling in
the Enterprise: Turning Sense into Dollars
* Data is free, insights are extra#BtoBLive21
Social Selling Gone Bad
Avoid Doing Evil!
Social Ambulance Chasing: #TakeHighRoadBait and Switch: #Fail
#Delete #BlacklistSocial Stalking #fail #unsubscribe #DontBegSocial
Selling in the Enterprise: Turning Sense into Dollars
#BtoBLive22Social Selling in the Enterprise: Turning Sense into
Dollars
Last tip: get a great mascot. #MascotMatrix
#BtoBLiveThanks Questions?
Social Selling in the Enterprise: Turning Sense into Dollars
Dave EwartDirector of Marketing and Revenue,
Loggly@clickbyclick
Tom GrubVP of Product Marketing,Marketo@marketo
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