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Social Selling Across The Buyer's Journey

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Social selling enables marketers and salespeople to leverage social media to interact directly with their leads and prospects at every stage of their buyer's journey; from attract, to convert, close and delight.

HubSpot and LinkedIn have partnered up to bring you this deck on social selling at all stages of your buyer's journey. We'll show you how to use your online presence to attract the right people and help close them into customers more efficiently.

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Social Selling Across The Buyer's Journey

  1. 1. Meet Your Experts: Kieran Flanagan International Marketing Director HubSpot @searchbrat Amy Stephens Marketing Manager LinkedIn @MillerAmyl
  2. 2. Agenda #SocialSelling How to Use Social Selling to …
  3. 3. Leveraging your social brand to fill your pipeline with the right people, insights and relationships. #SocialSelling
  4. 4. #SocialSelling
  5. 5. Attracting the right people with an #SocialSelling online presence 1
  6. 6. #SocialSelling Optimise Your LinkedIn Profile Attracting the right people starts with setting up your profile
  7. 7. Don’t Use Your Title as Your Headline Answer two questions: Whom do you help, and how do you help them? LinkedIn Confidential ©2013 All Rights Reserved Who How
  8. 8. Keep Your Profile Public There’s no trust in anonymous “30% of the people whose profile you view non-anonymously will view yours back.” - LinkedIn #SocialSelling
  9. 9. Move leads through the funnel #SocialSelling with content 2
  10. 10. Great content is the best sales tool in the world. @TheSalesLion #SocialSelling
  11. 11. “People who consistently share content get 2-3x the number of unsolicited profile views.” - LinkedIn #SocialSelling
  12. 12. MARKETING MARY • Professional marketer (VP, Director, Manager) • Mid-sized company (25-200 employees) • Small marketing team (1-5 people) • BComm (BU), MBA (Babson) • 42, Married, 2 Kids (10 and 6) Goals: • Support sales with collateral and leads • Manage company communications • Build awareness Challenges: • Too much to do • Not sure how to get there • Marketing tool and channel mess Loves HubSpot because: •Easy to use tools that make her life easier •Learn inbound marketing best practices •Easier reporting to sales and CEO #SocialSelling
  13. 13. Create content that adds value, solves a pain point, or just entertains. You need to create valuable content assets for your buyer personas.
  14. 14. HubSpot Example 1
  15. 15. HubSpot Example 1
  16. 16. Ask Sales: “What are our customers questions, challenges and pain points”
  17. 17. Arm sales with all the content they need.
  18. 18. Ebook w/ LP / Month CREATE A CONTENT ENGINE #SocialSelling
  19. 19. Ebook w/ LP / Month CREATE A CONTENT ENGINE Blog Posts / Month #SocialSelling
  20. 20. Ebook w/ LP / Month CREATE A CONTENT ENGINE Blog Posts / Month Social Posts / Month #SocialSelling
  21. 21. Turn your sales employees into influencers on LinkedIn.
  22. 22. 3 Use social media to hit your quota #SocialSelling
  23. 23. “Cold calls only have a 3% success rate”
  24. 24. #SocialSelling Find New Prospects 1 2 3 Become an expert in your niche Request a warm introduction to your third degree network Use your company’s network
  25. 25. Monitor Your Prospect’s Social Activity 1 2 3 Be Yourself Be Helpful Provide Value Tailor your communications Remember, if you wouldn’t do it offline, don’t do it online 4 5
  26. 26. #SocialSelling JOIN THE CONVERSATION
  27. 27. SEND TO YOUR SALES TEAM This will help you close more deals
  28. 28. Research before you Call Look for three types of information: 1 1 Role Specific: What are they responsible for? Goal-Specific: What are the targets they need to hit in their role? Common Ground: Find some sort of tie back to you, a colleague, experience, etc. #SocialSelling 2 3
  29. 29. InMails + Emails = 33% Higher Response #SocialSelling
  30. 30. #SocialSelling
  31. 31. Q&A #SocialSelling Amy Stephens Marketing Manager LinkedIn @MillerAmyl Kieran Flanagan Marketing Director HubSpot @searchbrat #SocialSelling
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Social selling enables marketers and salespeople to leverage social media to interact directly with their leads and prospects at every stage of their buyer's journey; from attract, to convert, close and delight. HubSpot and LinkedIn have partnered up to bring you this deck on social selling at all stages of your buyer's journey. We'll show you how to use your online presence to attract the right people and help close them into customers more efficiently.

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