Vernon Bubb, LinkedIn, Association of Sales Professionals - Annual Conference 2016
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Transcript of Vernon Bubb, LinkedIn, Association of Sales Professionals - Annual Conference 2016
@vernonbubb
Vernon BubbHead of Enterprise Sales EMEALinkedIn Sales Solutions
Association of Professional Sales Annual Conference 2016
A New Era of Differentiation
+124MNAMER
+132MEMEA
+57MLATIN AMERICA
+85MAPAC
LinkedIn has 433 Million members across the world
LinkedIn has 433 Million members across the world
20MUnited Kingdom
LinkedIn has 433 Million members across the world
United Kingdom20M+
4.8M Decision makers on LinkedIn
722.1KCompany Pages on LinkedIn
25%Enterprise
25%Mid-Market
51%SMB
Influence every relationship driven sale for our customers
#socialselling16
The buyer’s process has changed
5.4 75of B2B buyers now usesocial media to be more informed on vendors
% 90of decision makers say they never respond to cold outreach
%people are now involved in the average B2B buying decision
It’s not personal…it’s businessIt’s all personal
Unique Journey
Verification
Warm Intro
Generic Process
Discovery
Cold Call
400M+ Members
InterestsIntentionsMethods
Sales Navigator
TargetUnderstand
Act
Act
Understand
Target
67% of marketers think intent data will help them gain a
competitive edge.
Only 46% of companies use intent data to target companies
that are ready to buy.
Target based on interest and intent
90%
Universe of Potential Customers
46%
Target Prospects
INTEREST INTENTINTEREST
Paul LewisGlobal Social Media Marketing Manager, Pitney Bowes
“I use Sales Navigator to target leads and get triggers based on significant events such as an acquisition or promotion.”
Act
Understand
Target
Top performers spend 25% more time on research and
preparation.
Understand buyers and their process
Vs.
Act
Understand
Target
Top sales and marketing pros send 148% more connection
requests and share 23% more content
Influence every stakeholder
Vs.
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
Target • Receive daily lead recommendations• Use advanced search to identify prospects
• Get alerts that signal intent to buy• Analyse profile and social activity data
• Connect via warm introductions and InMail• Deliver relevant content at the right timeAct
Understand
LinkedIn Sales SolutionsLinkedIn Sales Solutions
AdvantageCompetitiveSUSTAINABLE
Rita Gunther McGrath
The End of Competitive Advantage
"To win in volatile and uncertain environments, executives need to learn how to exploit short-lived opportunities
with speed and decisiveness.”
AdvantageCompetitiveTRANSIENT
by Geoffrey Moore
Crossing the Chasm
The Chasm
Early Majority Late Majority LaggardsInnovators and Early Adopters
The Chasm
Early Majority Late Majority LaggardsInnovators and Early Adopters
HIGH RISK
NO RISK
The Chasm
HIGH RISK
NO RISK
HIGH REWARD
NO REWARD
Early Majority Late Majority LaggardsInnovators and Early Adopters
The Chasm
Early Majority Late Majority LaggardsInnovators and Early Adopters
Social Recruiting
‘07-’10 ‘11-’13 ’14-’16 ’17+
Social Recruiting Hero
Jennifer CandeeHead of Global Talent Acquisition, SABMiller
"I saw the opportunity in direct sourcing through LinkedIn. I knew it was the future, but had to move quickly to lock-in as many gains as possible before the rest of the world caught on."
Jennifer CandeeHead of Global Talent Acquisition, SABMiller
"I've helped save SABMiller about $7-10M annually by shifting to direct sourcing and LinkedIn Recruiter."Social Recruiting
Hero
The Chasm
Early Majority Late Majority LaggardsInnovators and Early Adopters
Social Selling
‘12-’14 ’18-’19 ’20+‘15 ’16-’17
Social Selling Index (SSI)
Create a professional brand
Find the right people
Engage with insights
Build strong relationships
Connecting
Prospecting
Relationships
Data from 10/1/2015– 1/1/2016 Decision Makers (DMs) are Manager Level+ (Manager, Director, VP, CXO, Partner, Owner) across all functions
Social Selling is adding value at every stepof the sales cycle in the United Kingdom
40.5xMore DM profile viewed
UK Top Social Sellers vs. the laggards in the last 3 months
14.3xMore profile views received from DMs
28.8x More connection requests sent*
12.9xMore new connections
14.2xMore new DM connections
*Connection requests sent indicate requests sent to all LI UsersTop Social Sellers have a SSI of >70, Less Social a SSI of <30
SSI leaders create 45% more opportunities per quarter than SSI laggards.
45%more opportunities
SSI leaders are 51% more likely to hit
quota than SSI laggards.
51%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
1000 20 40 60 80
Social Selling Index (SSI)
Leaders
1000 20 40 60 80
Social Selling Index (SSI)
28.52016
12.22012
1000 20 40 60 80
Social Selling Index (SSI)
The Chasm
Early Majority Late Majority LaggardsInnovators and Early Adopters
‘12-’14 ’18-’19 ’20+‘15 ’16-’17
28.52016
12.22012
29.9NAMER
21.0LATAM
24.9APAC
28.3EMEA
We can look at SSI by region
31.0United Kingdom
The average United Kingdom SSI has increased 16% over the last year
Source: LinkedIn Internal Data The charts above represents a regional view of SSI. Because the LinkedIn "Sales Definition" (who constitutes as a sales person) changes, we only display a time series view of SSI for members who were deemed as Sales Professionals back in January 2015. By doing this we are comparing apples to apples and are able to truly measure growth in SSI.
+16%
Source: LinkedIn Internal Data – January & December 2016
Some sectors are taking the lead in Social Selling
Growth in SSI January ’15 – Dec’15 =
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
Source: LinkedIn Internal Data – January 2016
Avg SSIof Sales Navigator UsersJanuary 2016
59.3AVG Pre SSIof Sales Navigator Users
pre licence deployment
47.9
Sales Navigator has fundamentally improved Social Selling Behavior across all United Kingdom Sales Navigator Users
5XMore connections
Source: LinkedIn Internal Data – January 2016
Sales Navigator is extending the network of reps It can extend your network by…
How can youseize the opportunity?
MeasurementEducationExecutive Alignment
MeasurementEducationExecutive Alignment
Social Selling Heroes
Mark TefekisVP Global Sales Enablement and Programs, PTC
"Our corporate strategy is enabling smart connected products for competitive differentiation. Our team personalized it to get executive alignment - social selling is smart connected reps for competitive differentiation."
Executive Alignment
Mark TefekisVP Global Sales Enablement and Programs, PTC
"We've seen greater than a 50x ROI with Sales Navigator - measured in either revenue attained or pipeline."Executive Alignment
Executive AlignmentEducation
Mark TefekisVP Global Sales Enablement and Programs, PTC
"We've seen greater than a 50x ROI with Sales Navigator - measured in either revenue attained or pipeline."
Phil LurieSenior Director, GCO Sales Tools and Technology, SAP
Education
Phil LurieSenior Director, GCO Sales Tools and Technology, SAP
"We have seen massive ROI. I just learned of a half million dollar deal in Asia Pacific where a prospect reached out to our SAP rep through LinkedIn."
Phil LurieFernanda Gurgel
Education
Senior Director, GCO Sales Tools and Technology, SAP
"We have seen massive ROI. I just learned of a half million dollar deal in Asia Pacific where a prospect reached out to our SAP rep through LinkedIn."
Measurement
Senior Social Media Manager – EMEA, Symantec
“Measuring our social selling is critical to justifying our ROI. SSI is at the core of what we do.”
Fernanda GurgelSenior Social Media Manager – EMEA, Symantec
"We always combine SSI with actionable intelligence. If you only provide data it is just another number, it won’t change the mindset. You have to tell teams what specific actions to take."
Measurement
MeasurementExecutive Alignment Education
“The tipping point is that magic moment when an idea, trend, or social behaviour crosses a
threshold, tips, and spreads like wildfire.”
MALCOLM GLADWELL- THE TIPPING POINT