The Evolution of the Social Buying Process Scott Miller Presiden t Social12 3 Peter Gracey Co-founder & COO AG Salesworks Jon Ferrara Founder & CEO Nimble Atri Chatterjee CMO Act-On Software Panelists Social Selling Discussion with Experts from Act-On, Nimble, Social123 and AG Salesworks Follow the discussion on Twitter: #socialbuyer
The Evolution of the Social Buying Process
May 13, 2015
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The Evolution of the Social Buying Process
Scott MillerPresidentSocial123
Peter GraceyCo-founder & COOAG Salesworks
Jon FerraraFounder & CEONimble
Atri ChatterjeeCMOAct-On Software
Panelists
Social Selling Discussion with Experts from Act-On, Nimble,Social123 and AG Salesworks
Follow the discussion on Twitter: #socialbuyer
Social Lead Generation
• Sales Representatives believe contact data in LinkedIn is better than the data inside of their CRM85%
• Marketers plan to use Social Media Data to drive marketing campaigns in 201378%
• Marketers want to add social data to their customer data profile42%
#socialbuyer
Social Lead Generation
What is the name of your company
What is the name of the product you sell
What is the name of your primary competitor
What’s the name the competitor's product
To what industry do your sell
What are your industries big conferences
What are your Google Ad Words
Who are your biggest prospects / customers#socialbuyer
Social Lead Generation
Social Lead Generation
First Name: Aaron
Last Name: Biddar
Location: Atlanta, GA
URL: social123.com
Self-Description: CEO @ Social123, Social Media know it all
Followers: 456
Social Lead Generation
What is your personal twitter handle
What is your corporate twitter handle
What is your competitor’s twitter handle
What association supports your customers?
What publications cover your customers?
"A business friend of a business friend is a potential friend of my business.”
#socialbuyer
www.act-on.com | @ActOnSoftware
Marketing Throughout the Customer Lifecycle
ACQUISITIONPROGRAMS
NURTURING PROGRAMS
MARKETING TOSALES HANDOFF
CUSTOMER SUCCESSPROGRAMS
SocialWebinarsWhitepapers
STAG
ESAC
TIVI
TIES
SYST
EMS
LEADSMQL
SQL &OPPORTUNITIES
CUSTOMERS ENGAGEDCUSTOMERS
ADVOCATE& FAN
EXPANSION
AdvocacyReferralsIncreased Purchases
ImplementationTrainingUsage
CRM Support & Billing
www.act-on.com | @ActOnSoftware
The Role of Social in Marketing Automation
• Intelligence about prospects & customers• Static attributes dynamic information• Profile information that is actionable
• Source for advanced automation & nurturing• Campaigns triggered on social responses (in addition to
email & web)• Nurturing and scoring incorporates real-time nature of
social in the automation process
• Better collaboration between marketing and sales• Timely information to sales based on immediate customer
needs
ProfessionalNetworking
People walls say who they are
Door to DoorSalesman
CRM Systems
Today:All your data. Automatically.
Before:Some data.Manually.
Customer Engagement
The 5 E’s of Social Business
• Educate with Content
• Enchant by being Relevant
• Engage with Authenticity
• Embrace with Intent
• Empower Your Customers
© 2012 AG Salesworks
Working Through The Social Funnel
The Evolution of the Social Buying Process
© 2012 AG Salesworks
The Challenges Professionals Face
24
Ideal Customer Profiling
Database Management
Tactical Outbound Messaging
Email Marketing
Automation
Fully Qualified
Lead Delivery
Closed Loop Feedback
ROI Analysis
© 2012 AG Salesworks
o Personalization
o Trigger Events
o Social Intelligence
25
Ideal Customer Profiling
Database Management
Tactical Outbound Messaging
Email Marketing
Automation
Fully Qualified Lead Delivery
Closed Loop Feedback
ROI Analysis
Tactical Outbound Messaging
© 2012 AG Salesworks
o Individual Instance
o Automation for Telequalifying
o Incorporation of all corporate campaigns
26
Ideal Customer Profiling
Database Management
Tactical Outbound Messaging
Email Marketing
Automation
Fully Qualified Lead Delivery
Closed Loop Feedback
ROI Analysis
Email Marketing Automation
© 2012 AG Salesworks
Fully Qualified Lead Delivery
o Deep and Relevant Pain
o D-Maker or direct pass down
o Willingness to spend
o Scheduled conference call
27
Ideal Customer Profiling
Database Management
Tactical Outbound Messaging
Email Marketing
Automation
Fully Qualified Lead Delivery
Closed Loop Feedback
ROI Analysis
© 2012 AG Salesworks
Closed Loop Feedback
o Did the call occur? • Goal = 70-90%
o Was your information valid?• Goal = 90-100%
o Is there a next step in the process?• Goal = 80-90% Conversion
28
Ideal Customer Profiling
Database Management
Tactical Outbound Messaging
Email Marketing
Automation
Fully Qualified
Lead Delivery
Closed Loop Feedback
ROI Analysis
© 2012 AG Salesworks
ROI Analysis
o50x your original campaign investment in Stage 1 Pipeline
oOver 50% to forecast
oClosed business
29
Ideal Customer Profiling
Database Management
Tactical Outbound Messaging
Email Marketing
Automation
Fully Qualified Lead Delivery
Closed Loop Feedback
ROI Analysis
Thank you for listening to The Evolution of the Social Buying Process
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