Expert tips on using social and video during each stage of the sales funnel According to Aberdeen, 84% of B2B marketers use social media in some form. To top that off, 68% of your video viewers are willing to share a video they've watched to their social channels. Combining video and social selling is a no-brainer, but many companies aren't sure where to get started.

1. The Ultimate Cheet Sheet on Social Selling &
Video Marketing

2. Introducing our Speakers
Jon Spenceley (@jonspenceley)
Community Marketing Manager
Jon is the Community Marketing Manager at Vidyard, and works
with Vidyard's partners to help their customers drive more revenue
with online video.
Sean Burke (@sean_h_burke)
CEO, KiteDesk
Sean is a seasoned sales and marketing executive with recognized
performance (9th start-up) in various industries - including
professional services and consulting, SaaS, telecommunications,
financial, logistics, managed security, software and cloud
communications.

3. Agenda
1. Vidyard
– Using Video through each stage of your
pipeline
2. KiteDesk
– Using Social Selling through each stage of
your pipeline
3. Putting it together
4. A gift for you!

4. VIDYARD
To help companies drive revenue
through the use of Online Video

5. WHY VIDEO?
@jonspenceley jon@vidyard.com
purchase intent by 97%
- Unruly
Enjoyment of video increases
Over 70%of marketers report that
video converts better than other content types
- Demand Metric
Video can increase CTRs on
email marketing by more than 300%
- Forrester Research

6. VIDEO IS POWERFUL
▶ Why we love it
▶ Visual
▶ Persuasive
▶ Easily shared
▶ Informative
▶ Intriguing
@jonspenceley jon@vidyard.com

7. REDBULL
@jonspenceley jon@vidyard.com

8. PEBBLE
@jonspenceley jon@vidyard.com

9. ENTERTAIN - REDBULL
@jonspenceley jon@vidyard.com

10. EDUCATE – HOME DEPOT
@jonspenceley jon@vidyard.com

11. INSPIRE – CHARITY:WATER
@jonspenceley jon@vidyard.com

12. VIDEO FOR SALES
▶ Understand your customers (Buyer Profiles)
▶ Understand your sales cycle (Funnel)
▶ Match them up!
@jonspenceley jon@vidyard.com

13. EARLY-STAGE VIDEO
▶ Short, ungated content designed to educate
@jonspenceley jon@vidyard.com

14. EARLY-STAGE SOCIAL VIDEO IS
POWERFUL
@jonspenceley jon@vidyard.com

15. MIDDLE-OF-FUNNEL
▶ Longer, more solution focused
▶ May be gated, allows prospects to put up their hand
and self-identify
▶ Still should be shareable – give people the option to
pass your content along and they will!
@jonspenceley jon@vidyard.com

16. LATER-STAGE CONTENT
▶ Decision makers need resources
▶ Thoroughly explain the ROI
▶ Personalize your content
▶ Demo videos geared toward client solution
▶ Setup guides for their specific needs
@jonspenceley jon@vidyard.com

17. MEASURE & EXPERIMENT
▶ Track who’s watching, and for how long:
▶ Nurture
▶ Segment
▶ Score
▶ Qualify leads for sales
▶ Target more content
▶ Optimize your video assets
▶ Develop new content for other channels
@jonspenceley jon@vidyard.com

18. Sales Intelligence Platform
That Actually Helps Sales People Sell
Rolodex CRM

19. Why should YOU personally use social media?
Reps that view ≥ 10
prospects profiles are
69% more likely to
exceed quota - LinkedIn
69%
85% of buyers feel stronger about
vendors that utilize social media -
Salesforce
85%
Social selling teams have
31% higher quota
attainment - Aberdeen
31%
Social reps are 79% more
likely to exceed quota -
Aberdeen
79%
Top performers use these tools to build personal brands.
WHY?
Social/data platforms
give companies
unprecedented breadth,
scope, and access to
customers.

20. Social Selling throughout the pipeline
Social Selling
Process
Social Listening
Social Selling
Do Something Offline
Social Engagement
Targeted Videos
Partnership
Analytics
Top of Funnel
Middle of
Funnel
Bottom of
Funnel
Buyer’s Journey

21. Social Listening
Get to know your Ideal Client
Follow them across multiple social
networks
Track any author’s &
influencers that they
follow
DON’T dive right into sales messaging - It’s too early and you haven’t
earned their time yet
@sean_h_burke sburke@kitedesk.com

22. Social Sharing
Get the attention of your Ideal Client
Comment on their posts everywhere most
importantly on their actual comments blog too!
Show them you’ve taken an
interest.
Try to trigger an emotion.
Having trouble? Try humor
or nostalgia
@sean_h_burke sburke@kitedesk.com

23. Do Something Offline
You’ll stand out if you provide a different type of engagement
Notice they “check in”
a lot at a local
Starbucks? Send
them a Starbucks gift
card
Give them a book
from their favorite
author
Send thank you cards
Always include a
hand-written note
with gifts
@sean_h_burke sburke@kitedesk.com

24. Social Engagement
Ways you can encourage a response
Take a closer look at your prospects LinkedIn
Utilize the “people also viewed” to reach
further into the network you want to build
@ them, +1 them, DM them, InMail them
What triggered a response from the prospect?
Focus your future engagements accordingly
Build on your engagement success!
@sean_h_burke sburke@kitedesk.com

25. Targeted Videos
@sean_h_burke sburke@kitedesk.com

26. Become A Social Partner
Pay it forward - the relationship has only just begun
Recommend them on LinkedIn
Keep yourself up to speed on what’s
happening in their world.
Don’t miss future opportunities - set
up a Google alert for new customers.
Share your network with them
@sean_h_burke sburke@kitedesk.com

27. Analytics
How does social selling effect your business?
*Measure your results
*Create a Campaign in SalesForce
*Create your Lead Sources
*Set goals
*Create Dashboards
@sean_h_burke sburke@kitedesk.com

28. Questions & Answers
@sean_h_burke & @jonspenceley
A FREE GIFT!