master the art of social selling with-by hubspot and linkedin - deck

Download MASTER the ART of Social Selling with-by Hubspot and Linkedin - DECK

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MASTER THE ART OF

CONTEXT

CONTENT

ALIGNMENT

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1CONTEXT: Social Selling.

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Leveraging your social brand to fill your pipeline with the right people, insights and relationships.

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Establish a professional presence on LinkedIn with a complete profileCreate a professional brand

Prospect efficiently with powerful search and research capabilitiesFind the right people

Discover and share valuable information to initiate or maintain a relationshipEngage with insights

Expand your network to reach prospects and those who can introduce you to prospectsBuild strong relationships

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Create a Professional BrandAdd a photo, experience and skills that showcase the brand of YOU5

AMYAnd Key for your here is for you to remember that as soon as they receive your connection request, the first thing they will do is view your profile. In fact, an average of 45 million profiles are viewed each day on LinkedIn. On LinkedIn, you have complete control of how you want to be portrayed professionally to the world whether its by showing how skilled you are in portfolio management or product design or by highlighting some of the most interesting projects youre working on at the moment.

And now, LinkedIn is giving creative right brained professionals a new way toshowcase your best and brightest achievementsthrough pictures, videos, documents and more. Make your profile catch the eye of potential partners, and clients. Adding a new skill for your contacts to endorse, or updating your Experience section withrich visual contentsuch as presentations, photos or videos, can help make your profile stand out.

What makes your profile complete?Your industry and locationAn up-to-date current position (with a description)Two past positionsYour educationYour skills (minimum of 3)A profile photoAt least 50 connectionsThe Profile Strength meter is on the right side of your profile and gauges how robust your profile is. The strength will increase as you add more content.

Why should you care?A complete profile will appear in LinkedIn search results 40X more than incompleteCompleting your LinkedIn profile helps you outside LinkedIn tooJust like LinkedIn, online search engines such as Google prefer 100% complete LinkedIn profiles and rank them higher as a result. So completing your profile will improve your online visibility and findability outside LinkedIn too!

Next slide

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Find the Right PeopleBuild trusted relationships who can support your professional objectives

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7Engage With InsightsShare ideas through status updates, and participate in groups

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What do you need to be successful?

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2CONTENT: Marketing & Sales.

Sales and marketing must have a unified picture of the funnel.

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@TheSalesLionGreat content is the best sales tool in the world.

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MARKETING MARYProfessional marketer (VP, Director, Manager)Mid-sized company (25-200 employees)Small marketing team (1-5 people)BComm (BU), MBA (Babson)42, Married, 2 Kids (10 and 6)

Goals:Support sales with collateral and leadsManage company communicationsBuild awareness

Challenges:Too much to doNot sure how to get thereMarketing tool and channel mess

Loves HubSpot because:Easy to use tools that make her life easierLearn inbound marketing best practicesEasier reporting to sales and CEO

Alignment Across FunnelLeadsGenerate the right Traffic and LeadsPipelineConvert a higher rate into opportunitiesSalesMore happy, successful customers

Traffic

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Collaborate with SalesLeadsPipelineSalesTrafficWork with sales to understand they content they need.

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JOIN THE CONVERSATION

Whats your customers top 30 FAQ questions?

Use them to create your content machine !

1Ebook w/ LP / MonthCREATE A CONTENT ENGINE

1Ebook w/ LP / MonthCREATE A CONTENT ENGINE

4Blog Posts / Month

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1Ebook w/ LP / MonthCREATE A CONTENT ENGINE

4Blog Posts / Month

8FB Posts / Month

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1Ebook w/ LP / MonthCREATE A CONTENT ENGINE

4Blog Posts / Month

8FB Posts / Month

16Tweets / Month

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Sales are a great source of content ideas.

3Marketing & Sales Alignment.

DEFINE A SERVICE LEVEL AGREEMENT

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Track the # of Marketing Qualified Leads

Track progress on these same marketing qualified events.

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Figure out your SLADemoTrialContact SalesIMA

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Define Key MetricsLeadsThe # of new leads you bring in.PipelineThe # of leads you qualify for sales follow-up.SalesThe number of leads who convert into customers.

Identify the metrics essential for sales & marketing success

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Define Key Metrics

OWNED BY MARKETING

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Marketing are Empowered60% of the sales cycle is over before a buyer talks to your salesperson.

Corporate Executive Board: bit.ly/zub217

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Visits per channelLeads per channelVisit-to-lead ratio per channelLead-to-customer ratio per channelTrack Leads Across Different Sources

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Workable New Leads Dashboard

http://blog.hubspot.com/blog/tabid/6307/bid/14222/The-One-Graph-Marketers-Should-Update-Daily-The-Leads-Waterfall.aspx

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Leads Followed Up & Forecast

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www.b2bmarketing.net

FrequentPublicTransparentMarketing Shared Dashboards

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www.b2bmarketing.net

OWNED BY MARKETING

OWNED BY SALESThe Handoff Point

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www.b2bmarketing.netExamples of Marketing Qualified Leads:

Contact who downloaded an ebook on lead gen, company is 200-1,000 employees & in the UK.

A contact at a company in the UK who filled out the form to request a sales demo or started a trial.

A contact at a company whose role makes him/her a decision maker, e.g. Director.

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www.b2bmarketing.netExamples of Sales Qualified Leads:

Is the contact a primary decision maker?

Do they have a defined project?

Do they have a budget?

Do they have a defined time frame?

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Sales Converts Opportunities into Customers

OWNED BY SALES

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Track # of New Customers Generated

Ensure that your marketing efforts are bringing in new customers

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