Using Social Media to Support B2B Sales - MaRS Best Practices
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Integrating social media into the B2B sales process should be a key objective of forward-thinking startups and growing organizations. Learn how marketers can prepare their B2B sales teams for success with social media. With content tailored for entrepreneurs, marketers and sales professionals, this presentation covers: -Understanding the value of social media for B2B sales -Choosing the right social media platforms for your customers -Identifying content opportunities -Increasing engagement -Determining the right tools to use We will also discuss social media training and onboarding best practices. Join us as we examine how marketing can help B2B salespeople leverage social media to build relationships with prospects and customers at all stages of the buying cycle.
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Using Social Media to Support B2B Sales - MaRS Best Practices
- 1. @markeelliott @sambrennand @vapartners #smwB2BSalesJoin the Conversation: How Marketing Can Make Social Media Easy for the B2B Sales Team September 23rd, 2013
- 2. @markeelliott @sambrennand @vapartners #smwB2BSalesJoin the Conversation:
- 3. @markeelliott @sambrennand @vapartners #smwB2BSalesJoin the Conversation: Agenda 1 Introductions 4 5 LinkedIn Twitter 3 Finding The Right Platforms 2 Why Use Social Media for Sales? 7 Creating a Plan 9 Additional Resources 8 Taking Relationships Offline 6 How Marketing Can Make It Easy
- 4. @markeelliott @sambrennand @vapartners #smwB2BSalesJoin the Conversation: • Marketing Manager, Venture Accelerator Partners • B2B marketing and sales roles with TELUS and Microsoft Canada Introductions • Co-Founder, Venture Accelerator Partners • 10 years at a Fortune 500 company in various sales, marketing, and leadership roles Mark Elliott Sam Brennand • Outsourced sales, marketing, and social media services for growing companies • Worked with dozens of companies and driven millions of dollars in revenues VA Partners
- 5. @markeelliott @sambrennand @vapartners #smwB2BSalesJoin the Conversation: • Competitive intelligence • Account management • Prospecting • Stay top of mind • Demonstrating subject matter expertise Why Use Social Media for Sales?
- 6. @markeelliott @sambrennand @vapartners #smwB2BSalesJoin the Conversation: Where Do You Stand? LinkedIn’s ‘Social Selling’ Spectrum:
- 7. @markeelliott @sambrennand @vapartners #smwB2BSalesJoin the Conversation: • Where are your customers and partners? • How do they like to get information? • Don’t spread yourself too thin • Maximize your ROI Which Platform Works for You?
- 8. @markeelliott @sambrennand @vapartners #smwB2BSalesJoin the Conversation: Why LinkedIn? Source: TechVibes Source: Carabiner PR Why Twitter? 85% 82% 77%36% 71%
- 9. @markeelliott @sambrennand @vapartners #smwB2BSalesJoin the Conversation: • Create great content that solves your customers’ problems • Consistent blogging • White papers • eBooks • Case studies • Videos • Webinars • Events How Can Marketing Help?
- 10. @markeelliott @sambrennand @vapartners #smwB2BSalesJoin the Conversation: • Make it easy • Start small • Use free (or nearly free) tools • Create lists • Schedule and send reminders • Keep it simple and consistent on social platforms • Create easy to follow best practice documents How Can Marketing Help?
- 11. @markeelliott @sambrennand @vapartners #smwB2BSalesJoin the Conversation: • Sales enablement with social media • Set an example • Help sales understand customers by sharing social insights • Set activity targets • Put sales reps on a pedestal • Measure results • Training sessions How Can Marketing Help?
- 12. @markeelliott @sambrennand @vapartners #smwB2BSalesJoin the Conversation: • Solicit the sales team’s feedback • Weekly/monthly meetings • Compile customer stories • Celebrate and promote social selling success stories How Can Marketing Help?
- 13. @markeelliott @sambrennand @vapartners #smwB2BSalesJoin the Conversation: LinkedIn: The Basics Link to Company Page Photo Complete Profile Join Groups
- 14. @markeelliott @sambrennand @vapartners #smwB2BSalesJoin the Conversation: • Make connections with existing accounts • Watch for profile changes • Add 1 connection a day • Update status • ‘Like’ posts • Participate in groups • Answer questions Account Management with LinkedIn
- 15. @markeelliott @sambrennand @vapartners #smwB2BSalesJoin the Conversation: • Leverage 2nd Connections • Company Page • Connections • Company Details • Searches • Company • Contacts • inMail • Who’s looking at you? • Always connect LinkedIn Prospecting
- 16. @markeelliott @sambrennand @vapartners #smwB2BSalesJoin the Conversation: • Completed profile, with picture • Create lists • 3rd Party Sources • Company • Prospects • Customers • Competitors • Create searches • Use tools • Web • Mobile Twitter: The Basics
- 17. @markeelliott @sambrennand @vapartners #smwB2BSalesJoin the Conversation: • Use it every day • Follow before engaging • RT is powerful • Events and ‘#’ • Don’t be afraid to connect with an @reply, but don’t pester Using Twitter
- 18. @markeelliott @sambrennand @vapartners #smwB2BSalesJoin the Conversation: • Set aside time regularly • Set goals • Connect • Everyone loves a RT/ Share • Don’t just share your info • Create lists • Help others Creating a Plan
- 19. @markeelliott @sambrennand @vapartners #smwB2BSalesJoin the Conversation: • Find the connectors • Meet at events • Ask new connections for a coffee or a call • Review older connections and schedule meetings • Offer to help before you ask for anything Taking Relationships Offline
- 20. @markeelliott @sambrennand @vapartners #smwB2BSalesJoin the Conversation: @B2Bspecialist Linkedin Group Great Resources @aprildunford @markevans@CopywriterTO @MaRSDD @james_t_shanks
- 21. @markeelliott @sambrennand @vapartners #smwB2BSalesJoin the Conversation: @markeelliott Connect With Us @sambrennand @MaRSDD