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


20MUnited Kingdom


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


HIGH RISK

NO RISK

The Chasm

HIGH RISK

NO RISK

HIGH REWARD

NO REWARD


The Chasm


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


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


Leaders

1000 20 40 60 80


28.52016

12.22012

1000 20 40 60 80


The Chasm


‘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


"We've seen greater than a 50x ROI with Sales Navigator - measured in either revenue attained or pipeline."Executive Alignment

Executive AlignmentEducation


"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

Vernon Bubb, LinkedIn, Association of Sales Professionals - Annual Conference 2016

Sales

Transcript of Vernon Bubb, LinkedIn, Association of Sales Professionals - Annual Conference 2016