Social Selling Success for B2B Companies.

@LisaMasiello #SocialSelling

Social Selling Success

for B2B Companies.

@LisaMasiello #SocialSelling

1There’s been a dramatic evolution in how

people buy and how you need to sell.

@LisaMasiello #SocialSelling

In the old days…Marketing drove brand awareness,

@LisaMasiello #SocialSelling

marketing’s philosophy was spray and pray,

@LisaMasiello #SocialSelling

and it was one to many marketing.

@LisaMasiello #SocialSelling

Today…Sales drives social selling,

@LisaMasiello #SocialSelling

the sales philosophy is to help and build trust,

@LisaMasiello #SocialSelling

and it’s one to one selling.

@LisaMasiello #SocialSelling

Now the jobs of marketing and sales are blending.

creating informed andrelevant content

marketing

sales

@LisaMasiello #SocialSelling

of buying decisions are done before purchasers are willing to talk to a sales rep.

57%

*CEB

@LisaMasiello #SocialSelling

Over 70% of B2B decision makers use social media to help them make purchase

decisions.

*Dell

@LisaMasiello #SocialSelling

2What is social selling?

@LisaMasiello #SocialSelling

social selling defined:leveraging your professional brand and your prospects’ and customers’ social networks to fill your sales pipeline

with the appropriate people, knowledge and relationships

@LisaMasiello #SocialSelling

Just like you network at a live event, think of social selling as those things you do

every day:help. listen. engage. add value.

@LisaMasiello #SocialSelling

Online or offline, all relationships are human. Building authenticity and trust will

help you become a social influencer.

@LisaMasiello #SocialSelling

But does this ‘social helping’ really convert to sales?

@LisaMasiello #SocialSelling

Yes!

@LisaMasiello #SocialSelling

72.6% of salespeople using social selling as part of the sales process outperformed their

sales peers.

*Aberdeen Group

@LisaMasiello #SocialSelling

46% of social sellers hit their company’s quota compared to 38% of sales reps who don’t.

*Aberdeen Group

@LisaMasiello #SocialSelling

3Where is social selling?

@LisaMasiello #SocialSelling

Where is social selling?Everywhere your audience is. It’s wherever your prospects and customers are online.

@LisaMasiello #SocialSelling

4Steps to becoming a social seller.

@LisaMasiello #SocialSelling

Step 1Work together with marketing to develop

meaningful content that adds value.

@LisaMasiello #SocialSelling

Step 2Listen to your prospects and customers on their social networks to better understand

their needs, goals and challenges.

@LisaMasiello #SocialSelling

Step 3Engage in one to one conversations like those you would have in person. Be your

authentic self. Don’t sell. Help.

@LisaMasiello #SocialSelling

Step 4Establish yourself as an authority and subject matter expert, building trust and credibility.

Prospects buy from leaders they trust.

@LisaMasiello #SocialSelling

But remember, social selling isn’t just for prospects.

5

@LisaMasiello #SocialSelling

Stranger Prospect Lead Customer Advocate

Social selling encompasses the whole customer lifecycle. Using social selling to sell to existing customers is just as important as

converting leads to customers.

@LisaMasiello #SocialSelling

Be alert, proactive and responsive. Use social networks to monitor customers after the sale,

letting them know you’re always there for them and jumping in to help before being asked.

@LisaMasiello #SocialSelling

@LisaMasiello

www.linkedin.com/in/LisaMasiello

[email protected]

www.TECHmarcLabs.com

Lisa Masiello is an award winning tech industry marketing strategist, start-up advisor and founder and CMO at TECHmarc Labs. She writes on all things marketing including customer experience, social media, inbound marketing, branding and the changing role of the CMO.

Connect with me: