BEST PRACTICE: Who owns social selling? Sylvia Jenson, senior director, EMEA marketing, Oracle Marketing Cloud and Amy Stephens, senior marketing manager, LinkedIn

1. Who Owns
Social Selling?
Bridging the Divide Between
Sales and Marketing

2. Session Agenda
Speakers
1.Why Social Selling?
2.Who Own’s Social Selling? The Case for Marketing
3.Who Own’s Social Selling? The Case for Sales
4.Conclusions
Amy Stephens
Group Marketing Manager
LinkedIn
Sylvia Jensen
Senior Director,
EMEA Marketing
Oracle Marketing Cloud

3. Why Social
Selling?
Amy Stephens
Group Marketing Manager
LinkedIn

4. Digital disruption has
revolutionised the sales
and marketing landscape
• The role of the sales and
marketing has changed
• Buyers are researching -
collecting views, reviews
and gathering information
online
• Buyers know what they
want and why
• Sales and marketing must
align themselves to a new
shared set of goals to
reach buyers
“It all starts with listening. If
you don’t find those
opportunities, being able to
execute on those
opportunities is irrelevant.”
- Jay Baer, Marketing Speaker, author
of Youtility

5. 72%
81%
Buyers use social media to research
purchases and evaluate brands.
72% of buyers use
social media to
research before making
a purchase
Source: DemandGen 2013 B2B
Buyer Behavior Survey
Buyersare81% more
likely to engage with a
strong, professional
brand.
Source: LinkedIn Global Survey of
1,500 B2B Decision Makers and
Influencers, May 2014

6. Multiple decision
makers are
becoming more
prevalent
• Single-threaded approach to sales is
becoming less effective
• Research shows the average B2B
opportunity has 5.4 decision makers
involved
• Social selling enables you to
leverage extended networks to find
these multiple contact points

7. Disruption can be a
good thing
• It’s no longer an option to
maintain the status quo
• Traditional sales and
marketing methods are
becoming less effective
• Businesses that embrace
social selling increase
organisational success
• Sales and marketing can
both use social selling to
influence the buyer
“The key to digital transformation
is re-envisioning and driving
change in how the company
operates. That’s a management
and people challenge, not just a
technology one.”
- Capgemini Consulting, Digital
Transformation Report

8. Who Owns
Social Selling?
The Case for Marketing
Sylvia Jensen
Senior Director,
EMEA Marketing
Oracle Marketing Cloud

9. Digital body language
How frequently a prospect interacts
with your company and content is key
to determining true buying interests
• Customers are educating
themselves online
• The handoff to sales is much later
and marketing engagement is much
longer
• Role of marketing is to educate
the customer and enable sales
with information about prospect’s
engagement - Digital Body
Language

10. Empower your sales
team to have intelligent
conversations
• Give sales visibility into their
prospect’s digital body language
• Integrate your marketing
automation system into your
sales force automation
system
• Sales will have more
qualified conversations
• Use Oracle Eloqua’s Profiler
and set-up Alerts
“It’s all about reaching the
right person with the right
one-to-one message.”
- Victor Magarino Penalba
• Identify watering holes
• Share social media techniques
• Providing quality content

11. CASE STUDY:
Challenges:
• Quickly connect with prospects
• Generating lead lists was inefficient and time-consuming
• Long sales cycles
Social Selling Solutions:
Results:
• Establishing relationships
through shared connections
on LinkedIn led to a 30%
increase in engagement with
key connections.
• Sales cycles shortened by
20% due to relationship-
building through social
networking.
30%
increase in engagement
with key connections

12. Who Owns
Social Selling?
The Case for Sales
Amy Stephens
Group Marketing Manager
LinkedIn

13. Sales: provide guidelines
to maintaining meaningful
relationships
• Monitor social media updates and keep
up to date with the latest news at
prospect accounts
• Reach out to extended networks and
request warm introductions
• Send warm personalised InMails
• Be an industry expert and add value to
client conversations

14. Sales: Transform your
team’s online brand
• Don’t push the sales angle too hard
• Help your team stay authentic online
• Develop professional and robust
online profiles
• Ensure your team optimises their
time on social networks

15. CASE STUDY:
Challenges:
• Get in front of purchasers earlier in the decision
process
• Identify the right buyers
• Drive effectiveness & efficiency in the field
Social Selling Solution:
• Enlisted high-profile sales executives
• Distributed content on internal platforms for
sales reps to share
• Used LinkedIn’s Social Selling Index (SSI) to
highlight best practice
• Shared success stories and tailored training
Results:
• More than $4.5 million in closed deals influenced or
supported by LinkedIn
• $44 million of additional, LinkedIn-supported deals in
open pipeline
• Over 2,000 prospects reached and more than 260
meetings booked through Sales Navigator
• ROI to date of 20X
20 X
Return on
Investment

16. So who Owns
Social Selling?
It’s a Partnership
Sylvia Jensen
Senior Director,
EMEA Marketing
Oracle Marketing Cloud

17. For the Buyer
For the Sales
Professional
For the Marketing
Professional
87% 70%
65%
of customers had a favorable impression
of a salesperson who was introduced to
them through their network
• Leveraging networks for introductions eliminates
cold calls.
• Insights gained from social conversation help to
personalize pitches.
• Prior sales drive 70% of future leads.
• Better lead generation and
qualification for a more-equipped
sales team
• More relevant content directed
at specific stakeholders
• Your brand is viewed as a
problem-solving resource,
a magnet for customers
of customers want
problems solved, not
to be sold to
of buyers agree that a
vendor’s content has
significant impact on
buying decision
Source: DemandGen 2014 Buyer Behavior
Survey

18. Optimising your teams
for social selling primes
your business for
success
Marketing can leverage social
networks to find micro markets with
targeted dialogue
9.5%
Sales reps who respond quickly to
trigger events via social media saw
a 9.5% increase in annual revenue.
75%
It costs 75% less to generate leads
via social media than any other
channel.
Source: Social Selling Reduces the Cost Per Lead,
2014 Source: 5 Qualities Successful Salespeople
Share, 2014

19. ARE YOU READY
TO DISRUPT
YOUR
BUSINESS AS
USUAL?