#FlipMyFunnel Atlanta: X
The Alignment of #SocialSelling and ABM: How Social Networks Can Be Used By Sales To Support ABM Strategies
Koka SextonDir. Social Strategy - Sandler TrainingFounder of Social Selling Labs
#FlipMyFunnel #ABM
@KokaSexton@KokaSexton
My TIMELINEAccelerated plan
1999
1st sales jobToday
#FlipMyFunnel #ABM
My TIMELINEAccelerated plan
2005
LinkedIn profile
1999
1st Sales job2007
Twitter profileToday
@KokaSexton
#FlipMyFunnel #ABM
2007
@KokaSexton
#FlipMyFunnel #ABM
My TIMELINEAccelerated plan
2005
LinkedIn profile
1999
Sales 2007
Twitter profile
2013
Social selling went global
SSI Introduced
Not just a score but a
metric
2014
Sales Navigator
2015
Consumer marketing
Today
2010
Marketing*Dark side*
Social Selling University
2011
2016
Head of social media @LinkedIn
Made the jump
@KokaSexton
#FlipMyFunnel #ABM
Leveraging your professional brand to fill your pipeline with the right
people, insights and relationships.“ “
Definition of #SocialSelling
@KokaSexton
#FlipMyFunnel #ABM
It's the combination and range of activities from advertising, direct mail, calls, emails, content — all
centered around the ideal set of accounts. It's quality over quantity in its most basic form.
-- Sangram Vajre, Co-Founder and CMO, Terminus
@KokaSexton
#FlipMyFunnel #ABM
How does social fit in?
@KokaSexton
#FlipMyFunnel #ABM
Sales / Marketing Alignment..
Identify and Engage
Marketing SalesSocial Selling
Personal engagement at scaleWelcome a new paradigmWhen sales and marketing
combine efforts to engage more buyers, your company will grow
faster than working in silos
@KokaSexton
Koka SextonWWW.KOKASEXTON.COM
.
Social Selling Methodology
Deliver pipeline and revenue through social media
Sales Professional
Identify
Connect
Engage
Add Value
@KokaSexton
#FlipMyFunnel #ABM
#SocialSelling is NOT
@KokaSexton
#FlipMyFunnel #ABM
$193K
$355K
Social buyers spend
84% more per
purchase.
84% More
@KokaSexton
#FlipMyFunnel #ABM
12.3
19.8
Social buyers also
make 61% more
purchases on average
than buyers who don’t
use social
61% More
@KokaSexton
#FlipMyFunnel #ABM
45%Social selling leaders create more
opportunities than laggards.
@KokaSexton
#FlipMyFunnel #ABM
51%Social selling leaders are more
likely to exceed quota.
@KokaSexton
#FlipMyFunnel #ABM
Methodology
Visibility creates opportunity
Become the Resource
● Advanced search● Engagement● Social capital
@KokaSexton
#FlipMyFunnel #ABM
Common obstacles
Visibility creates opportunity
Bad profiles
Privacy settings
No activity
@KokaSexton
5XMore likely to engage with sales
professionals via warm introduction than cold outreach.
#FlipMyFunnel #ABM
Identify the person
Find common
connectionsAsk for the introduction
#FlipMyFunnel #ABM
@KokaSexton
Leverage your network
#FlipMyFunnel #ABM
Use Twitter as a search
engine.
• Follow• Add to lists• Engage with
updates
#FlipMyFunnel #ABM
Automate the outreach on
social.
Focus on targeting and
authentic communications
#FlipMyFunnel #ABM
Education
Curation
Owned
Lead Gen
Content is the fuel of social selling.
Methodology
● Blogs● Research● PR● Entertainment
@KokaSexton
#FlipMyFunnel #ABM
95%Of B2B decision-makers expect
new or different insights from sales professionals
@KokaSexton
#FlipMyFunnel #ABM
Funnel traffic to a page designed to
capture interest and leads.
@KokaSexton
#FlipMyFunnel #ABM
LinkedInElevate
Employee advocacy platforms
#FlipMyFunnel #ABM
{Leverage social networks to surround the companies and decision makers in an organization
Seeker
User groups
DecisionMaker
#FlipMyFunnel #ABM
The process is repeatable and scalable using
social networks.
Account 1 Account 2
Account 3
Account 4 Account 5 Account 6
#FlipMyFunnel #ABM
The science of micro-funnels
#FlipMyFunnel #ABM
Identify
Connect
Engage
#FlipMyFunnel #ABM
@KokaSexton
Thank you!