Michael Idinopulos, PeopleLinx CMO

How to Sell More with Social Every Employee, Every Deal, Every Time

@ThueLMadsen #KISSwebinar

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Michael Idinopulos – CMO - @michaelido

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Michael is currently Chief Marketing Officer at PeopleLinx. He previously served as Chief Customer Officer at Socialtext, bringing the first social so#ware inside corporate, nonprofit, and government organizations. Before joining Socialtext, Michael was a consultant and global Director of Knowledge Technology with premier strategy consultancy McKinsey & Company, where he led pioneering enterprise deployments of blogs, wikis, and social networking. Michael holds a Ph.D. in philosophy from U.C. Berkeley and currently lives in Philadelphia with his wife and three children.

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1 Section One – What is social selling?

2 Section Two – Why social selling?

3 Section Three – How do you get there from here?

Table of Contents

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What is Social Selling?

1

What is Social Selling?

Leveraging digital social

networks to create and nurture

relationships which enhance

your sales efforts.

Section One

Social Selling is…

…endorsing a customer on LinkedIn. …running LinkedIn searches for outbound targets. …liking a client’s Facebook post. …sharing the company’s latest blog post on Twi"er, LinkedIn, Facebook, and Google+. …studying prospects on LinkedIn and Twi"er before a meeting. …following key accounts on Twi"er. …retweeting a client.

Section One

Social Selling is NOT…

…delivering the hard sell on LinkedIn. …closing deals on Twi"er. …a replacement for talking to prospects. …a magic bullet for making quota.

Section One

Why Social Selling?

2

Reps Sell More By Using Online Social Networks

Source: Aberdeen Group

Section Two

64%!

55%!54%!

49%!48%!

42%!

Team quota attainment! Renewal rate! Forecast accuracy!

Social Sellers! All Others!

n=182!

30%!

Social Touches Every Inch of the Sales Funnel…

Outbound: target identification Inbound: traffic generation Lead generation!

Qualification!

Opportunity!

Upsell!

Referral!

Qualify leads based on social profiles!

Research prospects before pitch

Engage with customers

A!ract referral leads!

Awareness!Influencers, content marketing!

Section Two

…and Every Role in the Organization

Marketing Leverage employee social networks to build brand awareness and generate leads. Cultivate thought leaders on Twi!er.

Inside Sales

Outbounding: Use LinkedIn to generate call lists based on target market criteria; research leads (LinkedIn, Twi!er, Facebook) before calling. Inbound leads: Qualify inbound leads using LinkedIn & Twi!er data before passing on to Outside Sales.

Outside Sales Research prospects for role, interests, work history, etc. (LinkedIn, Twi!er, FB) Connect to late-stage prospects (LinkedIn, Twi!er)

Non-Sales Roles “Everyone’s in Sales”. Share interesting content and celebrate company success across social networks. Leverage social graph.

Section Two

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How do we get there from here?

3

Social Selling Maturity Model

Section Three

Social Selling Maturity Model

Section Three

Step 1: Random acts of social

Section Three

The problem is…it’s random

Section Three

Step 2: Corporate Social Broadcasting

Section Three

People want to hear from people

84% trust personal

recommendations

v. 15% trust recommendations

from brands

Section Three

Source: Gartner

The problem is…it’s not social

Section Three

Step 3: Employee training

Section Three

The problem is…it’s not sticky or scalable

Section Three

Step 4: Sales Process Integration

Section Three

With process integration comes standardization

Section Three

With standardization comes measurement

Section Three

With measurement comes optimization

Section Three

Step 5: Predictive Optimization

Section Three

With measurement comes optimization

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Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Clic

ks

LinkedIn Twi!er

Section Three

0.0%

10.0%

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30.0%

40.0%

50.0%

60.0%

70.0%

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90.0%

100.0%

Cont

ent P

erfo

rman

ce

LinkedIn Twi!er

Content shelf life varies dramatically by network

1st hour

Two Weeks

3.5 days

Section Three

What if you knew…

…where social interactions influenced pipeline and deal closes? …which social networks offer your company maximal ROI as measured by pipeline generation and closed deals? …when is the optimal time in the deal cycle for the rep to connect with a prospect on LinkedIn?

Section Three

Where is your team on the maturity model?

Section Three

Questions?

Michael Idinopulos CMO

PeopleLinx @Michaelido

midinopulos@peoplelinx.com

Thue Madsen Marketing Associate

KISSmetrics @ThueLMadsen

tmadsen@kissmetrics.com

THANK YOU

Michael Idinopulos CMO at PeopleLinx