#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

LinkedIn

Twitter

● 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!