@markeelliott @sambrennand @vapartners

#smwB2BSales Join the Conversation:

How Marketing Can Make Social Media Easy for the B2B Sales Team

September 23rd, 2013

@markeelliott @sambrennand @vapartners

#smwB2BSales Join the Conversation:

@markeelliott @sambrennand @vapartners

#smwB2BSales Join the Conversation:

Agenda

1 Introductions

4 5

LinkedIn

Twitter

3 Finding The Right Platforms

2 Why Use Social Media for Sales? 7 Creating a Plan

9 Additional Resources

8 Taking Relationships Offline

6 How Marketing Can Make It Easy

@markeelliott @sambrennand @vapartners

#smwB2BSales Join the Conversation:

•  Marketing Manager, Venture Accelerator Partners

•  B2B marketing and sales roles with TELUS and Microsoft Canada

Introductions

•  Co-Founder, Venture Accelerator Partners

•  10 years at a Fortune 500 company in various sales, marketing, and leadership roles

Mark Elliott Sam Brennand •  Outsourced sales,

marketing, and social media services for growing companies

•  Worked with dozens of companies and driven millions of dollars in revenues

VA Partners

@markeelliott @sambrennand @vapartners

#smwB2BSales Join the Conversation:

•  Competitive intelligence

•  Account management •  Prospecting •  Stay top of mind •  Demonstrating subject

matter expertise

Why Use Social Media for Sales?

@markeelliott @sambrennand @vapartners

#smwB2BSales Join the Conversation:

Where Do You Stand?

LinkedIn’s ‘Social Selling’ Spectrum:

@markeelliott @sambrennand @vapartners

#smwB2BSales Join the Conversation:

•  Where are your customers and partners?

•  How do they like to get information?

•  Don’t spread yourself too thin

•  Maximize your ROI

Which Platform Works for You?

@markeelliott @sambrennand @vapartners

#smwB2BSales Join the Conversation:

Why LinkedIn?

Source: TechVibes

Source: Carabiner PR

Why Twitter?

85% 82%

77% 36%

71%

@markeelliott @sambrennand @vapartners

#smwB2BSales Join the Conversation:

•  Create great content that solves your customers’ problems

•  Consistent blogging •  White papers •  eBooks •  Case studies •  Videos •  Webinars •  Events

How Can Marketing Help?

@markeelliott @sambrennand @vapartners

#smwB2BSales Join the Conversation:

•  Make it easy •  Start small •  Use free (or nearly free) tools •  Create lists •  Schedule and send reminders •  Keep it simple and consistent on

social platforms •  Create easy to follow best

practice documents

How Can Marketing Help?

@markeelliott @sambrennand @vapartners

#smwB2BSales Join the Conversation:

•  Sales enablement with social media

•  Set an example •  Help sales understand customers by sharing social insights •  Set activity targets •  Put sales reps on a pedestal •  Measure results •  Training sessions

How Can Marketing Help?

@markeelliott @sambrennand @vapartners

#smwB2BSales Join the Conversation:

•  Solicit the sales team’s feedback

•  Weekly/monthly meetings •  Compile customer stories •  Celebrate and promote social selling success stories

How Can Marketing Help?

@markeelliott @sambrennand @vapartners

#smwB2BSales Join the Conversation:

LinkedIn: The Basics

Link to Company

Page

Photo

Complete Profile

Join Groups

@markeelliott @sambrennand @vapartners

#smwB2BSales Join the Conversation:

•  Make connections with existing accounts

•  Watch for profile changes

•  Add 1 connection a day •  Update status •  ‘Like’ posts •  Participate in groups •  Answer questions

Account Management with LinkedIn

@markeelliott @sambrennand @vapartners

#smwB2BSales Join the Conversation:

•  Leverage 2nd Connections •  Company Page

•  Connections •  Company Details

•  Searches •  Company •  Contacts

•  inMail •  Who’s looking at you? •  Always connect

LinkedIn Prospecting

@markeelliott @sambrennand @vapartners

#smwB2BSales Join the Conversation:

•  Completed profile, with picture

•  Create lists •  3rd Party Sources •  Company •  Prospects •  Customers •  Competitors

•  Create searches •  Use tools

•  Web •  Mobile

Twitter: The Basics

@markeelliott @sambrennand @vapartners

#smwB2BSales Join the Conversation:

•  Use it every day •  Follow before engaging •  RT is powerful •  Events and ‘#’ •  Don’t be afraid to

connect with an @reply, but don’t pester

Using Twitter

@markeelliott @sambrennand @vapartners

#smwB2BSales Join the Conversation:

•  Set aside time regularly •  Set goals •  Connect •  Everyone loves a RT/

Share •  Don’t just share your

info •  Create lists •  Help others

Creating a Plan

@markeelliott @sambrennand @vapartners

#smwB2BSales Join the Conversation:

•  Find the connectors •  Meet at events •  Ask new connections for

a coffee or a call •  Review older connections

and schedule meetings •  Offer to help before you

ask for anything

Taking Relationships Offline

@markeelliott @sambrennand @vapartners

#smwB2BSales Join the Conversation:

@B2Bspecialist Linkedin Group

Great Resources

@aprildunford @markevans @CopywriterTO @MaRSDD

@james_t_shanks

@markeelliott @sambrennand @vapartners

#smwB2BSales Join the Conversation:

@markeelliott

Connect With Us

@sambrennand

@MaRSDD