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The Evolution of the Social buying Process
- 1. The Evolution of the Social Buying Process Scott Miller President Social123 Peter Gracey Co-founder & COO AG Salesworks Jon Ferrara Founder & CEO Nimble Atri Chatterjee CMO Act-On Software Panelists Social Selling Discussion with Experts from Act-On, Nimble, Social123 and AG Salesworks Follow the discussion on Twitter: #socialbuyer
- 2. Social Lead Generation • Sales Representatives believe contact data in LinkedIn is better than the data inside of their CRM 85% • Marketers plan to use Social Media Data to drive marketing campaigns in 2013 78% • Marketers want to add social data to their customer data profile42% #socialbuyer
- 3. Social Lead Generation What is the name of your company What is the name of the product you sell What is the name of your primary competitor What’s the name the competitor's product To what industry do your sell What are your industries big conferences What are your Google Ad Words Who are your biggest prospects / customers #socialbuyer
- 5. Social Lead Generation First Name: Aaron Last Name: Biddar Location: Atlanta, GA URL: social123.com Self-Description: CEO @ Social123, Social Media know it all Followers: 456
- 6. Social Lead Generation What is your personal twitter handle What is your corporate twitter handle What is your competitor’s twitter handle What association supports your customers? What publications cover your customers? "A business friend of a business friend is a potential friend of my business.” #socialbuyer
- 7. www.act-on.com | @ActOnSoftware Marketing Throughout the Customer Lifecycle ACQUISITION PROGRAMS NURTURING PROGRAMS MARKETING TO SALES HANDOFF CUSTOMER SUCCESS PROGRAMS Social Webinars Whitepapers STAGESACTIVITIESSYSTEMS LEADS MQL SQL & OPPORTUNITIES CUSTOMERS ENGAGED CUSTOMERS ADVOCATE & FAN EXPANSION Advocacy Referrals Increased Purchases Implementation Training Usage
- 8. www.act-on.com | @ActOnSoftware The Role of Social in Marketing Automation • Intelligence about prospects & customers • Static attributes dynamic information • Profile information that is actionable • Source for advanced automation & nurturing • Campaigns triggered on social responses (in addition to email & web) • Nurturing and scoring incorporates real-time nature of social in the automation process • Better collaboration between marketing and sales • Timely information to sales based on immediate customer needs
- 11. People walls say who they
- 19. CRM Systems
- 20. Today: All your data. Automatically. Before: Some data. Manually.
- 22. The 5 E’s of Social Business • Educate with Content • Enchant by being Relevant • Engage with Authenticity • Embrace with Intent • Empower Your Customers
- 23. © 2012 AG Salesworks Working Through The Social Funnel The Evolution of the Social Buying Process
- 24. © 2012 AG Salesworks The Challenges Professionals Face 24 Ideal Customer Profiling Database Management Tactical Outbound Messaging Email Marketing Automation Fully Qualified Lead Delivery Closed Loop Feedback ROI Analysis
- 25. © 2012 AG Salesworks o Personalization o Trigger Events o Social Intelligence 25 Ideal Customer Profiling Database Management Tactical Outbound Messaging Email Marketing Automation Fully Qualified Lead Delivery Closed Loop Feedback ROI Analysis Tactical Outbound Messaging
- 26. © 2012 AG Salesworks o Individual Instance o Automation for Telequalifying o Incorporation of all corporate campaigns 26 Ideal Customer Profiling Database Management Tactical Outbound Messaging Email Marketing Automation Fully Qualified Lead Delivery Closed Loop Feedback ROI Analysis Email Marketing Automation
- 27. © 2012 AG Salesworks Fully Qualified Lead Delivery o Deep and Relevant Pain o D-Maker or direct pass down o Willingness to spend o Scheduled conference call 27 Ideal Customer Profiling Database Management Tactical Outbound Messaging Email Marketing Automation Fully Qualified Lead Delivery Closed Loop Feedback ROI Analysis
- 28. © 2012 AG Salesworks Closed Loop Feedback o Did the call occur? • Goal = 70-90% o Was your information valid? • Goal = 90-100% o Is there a next step in the process? • Goal = 80-90% Conversion 28 Ideal Customer Profiling Database Management Tactical Outbound Messaging Email Marketing Automation Fully Qualified Lead Delivery Closed Loop Feedback ROI Analysis
- 29. © 2012 AG Salesworks ROI Analysis o50x your original campaign investment in Stage 1 Pipeline oOver 50% to forecast oClosed business 29 Ideal Customer Profiling Database Management Tactical Outbound Messaging Email Marketing Automation Fully Qualified Lead Delivery Closed Loop Feedback ROI Analysis
- 30. Thank you for listening to The Evolution of the Social Buying Process
Notas del editor
- Colleen,Please make the following changes:StagesExtend out the stages to beyond becoming a customer (see next slide for example)Add a cylinder called Engaged customerGrowing CustomerActivitiesRename customer retention campaigns to “customer success programs”Add activities implementation, training, and usage under customer success programsAdd another box called ExpansionAdd activities like advocacy, referrals, and increased purchasesSystemsWe need to re-think this diagram in the following way: Act-On needs to be more central with CRM integration being more on the left side (acquisition) while support platforms being on the right. The idea is that Act-On now plays a part in the whole lifecycle