social sales acceleration
TRANSCRIPT
Social Sales Acceleration
Thought Horizon, LLCwww.Thought-Horizon.com
August 2015
Copyright 2015 - Thought Horizon, LLC
W H Y S O C I A L A C C E L E R AT I O N ?
Buyers educate themselves online
No time to meet with sales people
No confidence that salesperson is more knowledgeable than they are
Sales is Changing
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Thought Horizon’s 3-Step Frameworkfor Social Acceleration
S O C I A L A C C E L E R AT I O N
Thought Horizon’s 3 Step Framework
Social Strategy/AlignmentMicro-Content MarketingTraining
Execution
Measurement / ROI
Let’s Discuss
Copyright 2015 - Thought Horizon, LLC
S T RAT E GY: A L I G N S A L E S / M A R K E T I N G
Match Targeted Content to Specific B2B Buyers:Gives sales teams a natural way to start online conversations and demonstrate expertise in the industry
You lead conversation on social in a way that resonates with B2B buyers
REACH B2B BUYERS IN A NOISY SOCIAL MEDIA WORLD BY CREATING SPECIFIC AND TARGETED CONTENT
(NOT BY ‘OUT-SHOUTING’ THE COMPETITION)
Copyright 2015 - Thought Horizon, LLC
Blog / Social Media Content
M I C R O - C O N T E N T M A R K E T I N G
Copyright 2015 - Thought Horizon, LLC
Your Market Differentiators
Your Customers’ Problems
Learn More About How Micro-Content Works
M I C R O - C O N T E N T M A R K E T I N G
B2B Buyers are rational experts in their field and need to be treated as such. Content must:
Copyright 2015 - Thought Horizon, LLC
Discuss specific business problems for specific verticals/marketsHave a human flare and less technology focusBe Differentiated and ask the right questions to get customers involved
T R A I N I N G
Develops intelligent brand ambassadors not social spammers
Listen to conversations online before talkingAsk questionsEngage in a meaningful way with the right people
Integrates micro-content with sales strategy
Opens long-term dialog between sales and marketing to align content to customer needs
Copyright 2015 - Thought Horizon, LLC
Our Social Selling Training:
Primary Goal: Develop Social Selling Mindset
Secondary Goal: Learn How to Use the Tools; Understand Brand and Company Regulations
Incentivize Participation
Actively Monitor and Guide Engagement
T R A I N I N G
Program Goals:
Copyright 2015 - Thought Horizon, LLC
Create and Post Original Content Relevant to Individual VerticalsTrain, Support and Enable Sales with Social SellingSupport B2B Social Channels to Achieve Marketing Objectives and Enable Social SellingGrow Impressions and Reach Using Your Sales Team Advocates
Develop, Maintain, and Support all Business Social Channels
E X E C U T I N G T H E P L A N
Copyright 2015 - Thought Horizon, LLC
Program Measurement: Understanding the Value of Social Selling
Our analytics have proven social selling activity can increase a sales rep’s ability to close business.Return on social selling can be measured in dollars.
For Marketing Leaders – ROI and EffectivenessWhat return does the social selling investment generate?What social activities and behaviors are driving sales?What and how do socially sourced customers buy and how does it differ from other customers – if at all?What patterns and trends should we monitor?What KPIs should we monitor and track?
T O O L S A N D M E A S U R E M E N T
Copyright 2015 - Thought Horizon, LLC
T O O L S A N D M E A S U R E M E N T C O N T ’ D
For Sales Leaders – Focusing on the right behaviors
What social activity will achieve more revenue per sales rep? What influence does social engagement have on rep productivity? What social activity is required to deliver sales? Are certain deal types more responsive to social engagement? What KPI’s should we monitor and track?
Copyright 2015 - Thought Horizon, LLC
T O O L S A N D M E A S U R E M E N T C O N T ’ D
Use predictive analytics to:
Understand program ROI Identify what channels deliver How much social selling a sales rep needs to do be successful Where to spend based on campaign type and target Enable marketing/sales integration around social selling
Copyright 2015 - Thought Horizon, LLC
Copyright 2015 - Thought Horizon, LLC