Laura Nuhaan, kerndocent Beeckestijn Business School, gaf tijdens MARCOM12 een inspirerende sessie over hoe Social Media je kan helpen ook salesdoelstellingen te bereiken!
7. The Buyer has Changed
marketing
. Marketing is moving further in the sales funnel than
ever before
8. Owns the buying process
Some Facts Leverages the social web
Expects immediate value
60 %
60 % 75 %
85 %
17 %
9. The Process Gap
Process
Lead Gap Sales Revenu
Generation Process e
Lead Scoring
&
Nurturing
Over 90% of leads never close (Sirius decisions)
40 % of sales time spent in finding & (re)creating content (CMO)
90 % of marketing content goes unused (American Marketing
Assoc.)
10. We Need to Change Traditional Ways
• Align
25 %
FFunn • Use data 39 %
• Leverage Social
30 %
media and online
11. Cold Calling Is Dead
Social Media enables Organizations to connect with the
right person, at the right time with the right
message!
13. Welcome Social Selling
SOCIAL SELLING IS is a sales technique, leveraging social
media and tools, to get and maintain a 360 degree picture of
the clients and their influencer on an ongoing basis
14. Face to Face
Social Media
Phone Video Conference/chat
Email
Mobile
16. Social Selling Steps
Align & Monitor
1. Identify
Sales Marketing
2. Plan
3. Be Visible
4. Listen Customer
Service
5. Engage
6. Sell/Retention
17. Our Customers Are Not Social!!!
Meet John Bits
One of the main buying
persona
The Geeky Engineer
• 30 years old
• Electrical Engineer
• 24 Hours on the PC!
18.
19.
20. Sprint Ninja: Employee Advocacy
• Social Media Program to stimulate
employees to use social media
• Reach out to customers they
• Suggested tweets,
would otherwise not reach
updates, news to
share
• Work Shops
• Social media strategy
• Expectations
• Increase product
• Help
knowledge/advocacy
21.
22. Don’t miss Leads and
Trigger events
The three things to look for:
1. Hints at ongoing or future
product or service evaluation
2.Chatter between competitors
and their customers
3.Personnel changes
28. Find Us
Laura@andeta.com
http://www.andeta.com/nl
Twitter: @theandetagroup
LinkedIn Group: Sales and Marketing Innovation
www.linkedin.com/groups/Sales-Marketing-Innovatie-4246803?gid
Facebook: www.facebook.com/TheAndetaGroup
Google plus:
plus.google.com/116749518833614916173/posts
Blog: andetablog.com/
Notas del editor
Andeta” Marketing sales innovation: Demand generation from lead to revenu, adjusting to new behavior: alignment and social selling 10 year sv
Pushing makes no sense any more
60 % ONLINE. 60 % DIGITAL C LEVEL, 60 % WILL BECOME 85 % 75 % of inquiries through web MORE INFORMED, OWNS THE BUYING PROCESS 17 % of leads from social media Aberdeen
Leads that are not measured in revenu results are useless ACQUISTION, Existing
Sales-marketiing –css Unmeasured lead is useless
Want value.
Identify Digital behavior –Be visiible: you and company
Cloud computing Social SalesMaking social media part of sales not only 5 min twittering . Inside sales marketing department. YOU Have to make it easy Social Media Frame Work Programs: Intelligent Listening –Relevant Content Social media calendar (pre-written post and bit.luy links) RSS Feeds and hashtags for sales Personal touch: Option to customize/edit Linkedin posts and Tweets Use video chat, social accounts and personal pages (optimized for search) Share success stories to convince others within IBM
Policy but before that
http://blip.tv/file/4292218 Sprint wanted this program to be seen as a competitive advantage for the company; 1700 Employees-online reputation =reach!
WHERE ARE YOUR CUSTOMERS? WHERE DO YOU WANTTHEM TO FIND YOU. ON WHAT SUBJECTS? COMMUNITIES/ JUST STARTING LINKEDIN IS GOOD
LISTEN Ross VP of Business Development: Poor experience with Hoovers, tweeted for advise , Insideview was there first!
Ross VP of Business Development: Poor experience with Hoovers, tweeted for advise , Insideview was there first!
BigCommerce, a company that offers e-commerce shopping cart software, routinely reaches out to its Facebook fan base to identify reference customers and uncover interesting use cases for the media. For example, when the company wanted to promote the success of its recently launched Facebook shopping application, they simply posted a query on their page asking which customers had seen a boost in sales from the application and who would be willing to talk to the media. Within 24 hours, the company had generated fifteen new customer references and were able to immediately turn this information into media coverage.
CapGemini receives 4 to 8 leads from Blogs written by employees. First contact with IRS which resulted in a mega milllion deal through a blog.
Less expensive
Customer Satisfaction : ROI is what do you want to get out of it IBM more cost efficient : measure!