Social Selling: How to Connect with the Modern Buyer

#socialselling16

Alex Blaauboer Guiding Enterprises on the transformation to Social Selling LinkedIn Sales Solutions

+124M NAMER

+132M EMEA

+57M LATAM

+85M APAC

LinkedIn has 414 Million members across the world


6M+ Netherlands


NETHERLANDS 6M+

1.3M Decision makers on LinkedIn

177.1K Company Pages on LinkedIn

19% Enterprise

29% Mid-Market

52% SMB

Influence every relationship driven sale for our customers

The buyer’s process has changed

5.4 75 of B2B buyers now use social media to be more informed on vendors

% 90 of decision makers say they never respond to cold outreach

% people are now involved in the average B2B buying decision

Act

Understand

Target

The buying journey

“SocialSelling”issimplytheprocessofhelpingsocialbuyersbecomecustomers.

Salespeopleneedtolearnnewwaystoreachprospectsthroughtheirownsocialnetworks,tocreateandsharevaluablecontentandul8mately,to

growtheirpersonalbrand.

Salespeopleneedtolearnpickingupsignalsfrommembersofthebuyingcommi<eeinorderhaveaproper

understandingofthecustomerjourney

Advantage Competitive

Social Selling Index (SSI)

Create a professional brand

Find the right people

Engage with insights

Build strong relationships

www.linkedin.com/sales/ssi

SSI leaders create 45% more opportunities per quarter than SSI laggards.

more opportunities SSI leaders are

51% more likely to hit quota than SSI laggards.

more likely to hit quota

Based on a global study LinkedIn ran in Q4 2013 of Q3 performance for reps focused on new business and reps focused on existing business. Respondents reported performance; they were matched to their LinkedIn profiles to understand their SSI.SSI leaders have an SSI > 70; SSI laggards have an SSI < 30

Why is Social Selling important?

Laggards

100 0 20 40 60 80


Leaders

100 0 20 40 60 80


28.5 2016

12.2 2012

29.9 NAMER

21.0 LATAM

24.9 APAC

28.3 EMEA

We can look at SSI by region

32.6 NETHERLANDS

The average Dutch SSI has increased 10% over the last year

Source:LinkedInInternalDataThechartsaboverepresentsaregionalviewofSSI.BecausetheLinkedIn"SalesDefini8on"(whocons8tutesasasalesperson)changes,weonlydisplaya8meseriesviewofSSIformemberswhoweredeemedasSalesProfessionalsbackinJanuary2015.BydoingthiswearecomparingapplestoapplesandareabletotrulymeasuregrowthinSSI.

+10%

29.630.3 30.3 30.4 30.7

31.3

30.330.8

32.0 32.3 32.4

31.2

32.6

Source:LinkedInInternalData–January&December2016

GrowthinSSIJanuary’15–January’16=

1.4

2.1

3.5

2.7

3.2

2.7

2.6

2.8

1.9

4.1

0 20 40 60

Government/Educa8on/Non-profit

Healthcare&Pharmaceu8cal

Retail&ConsumerProducts

Manufacturing/Industrial

Aero/Auto/Engineering

Oil&Energy

FinancialServices&Insurance

ProfessionalServices

Staffing

Tech,Telecom&Media

GrowthinSSIJanuary’15–Dec’15=

Somesectorsareadop8ngSocialSellingfasterthanothers

Educate •  LinkedIn trains users & managers •  Users select their Book of Business

•  Track usage / SSI / use insights in coaching •  Best practices / successes

•  Pipeline, multi-level contacts, improved meetings •  Revenue (net-new or upsell) Achieve KPI’s

Measure & Adjust

A Social Selling Journey

Exec. alignment •  Announce program •  Set goals with Sales Management

•  Increase awareness •  Display social ambassadorship (SSI) Build profiles

How can you seize the opportunity?

Measurement Education Executive Alignment

414m+ Members

Interests Intentions Methods

Sales Navigator Target

Understand Act

To be indispensable, focus on the right signals

Signal Intent Interest

Website visit

Pages viewed

Call to action (CTA) response

Job change

Hiring activity

Content sharing

Social comments

People connections

INTEREST INTENT

Social Signals

Relevant news

LinkedIn’s network data

Your accounts, leads & preferences

Sales Navigator makes it simple to establish and grow relationships with your prospects and customers

Sales

Navigator

QUESTIONS

#socialselling16

Social Selling: How to Connect with the Modern Buyer

Sales

Transcript of Social Selling: How to Connect with the Modern Buyer