TECH Connect 2017 - Social Selling Workshop session by Sriram Gopalaswami, Marketing Head - Commercial Segment, Lenovo

1. Sriram Gopalaswamy
Marketing Head- Commercial Segment
Lenovo
Session 3 - Social Selling The Lenovo Way
#inTC17
Social Selling 101 Workshop:
Your Sales Strategy for the Digital Age

2. ​ITDM Social ecosystem as per Lenovo
P
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s
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n
a
l
P
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o
f
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s
s
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Frequent (Daily) Infrequent (Weekly)
The
Shift…….

3. ​The Business Club – Hypersharp Targeting
Indian professionals use LinkedIn for
1. Jobs
2. Professional News from their connections
3. Relevant industry news, thought leaders
150K Stakeholders

4. ​The Journey…
2012
2014
2016

5. ​Sample this…..
2 Companies found online were in the same building as us
1 City where our existing database was highly insufficient, but nobody
noticed it
# #of Ppl from a company present on LinkedIn gave us a new metric

6. ​After first 8 weeks…….
35
8
3
0
80
7
15
0
0
10
20
30
40
50
60
70
80
90
Reached Connected Response FTF meeting setup
M1 M2

7. What went wrong ?

8. ​Think about buying cycle….
18%
21%
61%
Buyers Intenders Non-Intenders

9. ​The copy paste introduction is difficult…

10. ​I Like This Guy…

11. ​Try online + offline…

12. ​Figure out how active is your target audience on LinkedIn
56%
44%
Active Inactive

13. ​CXOs are usually active………

14. ​CXOs are looking to connect…..
But……

15. ​CXOs are looking to connect…..

16. ​What strengthens their network ?
Peer Interaction
Industry Bellwether
Knowledge sharing
Increasing influence

17. Revisit the basics

18. THANK YOU