#FlipMyFunnel Atlanta 2016 - Koka Sexton - The Alignment of #SocialSelling and ABM: How Social Networks Can Be Used By Sales To Support ABM Strategies

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Koka Sexton presented "The Alignment of #SocialSelling and ABM: How Social Networks Can Be Used By Sales To Support ABM Strategies" at the #FlipMyFunnel Atlanta 2016 conference

Marketing

#FlipMyFunnel Atlanta:X
The Alignment of #SocialSelling and
ABM:
How Social Networks Can Be Used By Sales To
Support ABM Strategies
Koka Sexton
Dir. Social Strategy - Sandler Training
Founder of Social Selling Labs

#FlipMyFunnel@KokaSexton@KokaSexton
My TIMELINE
Accelerated plan
1999
1st sales job
Today

#FlipMyFunnel
It's the combination and range of activities from
advertising, direct mail, calls, emails, content — all
centered around the ideal set of accounts.
It's quality over quantity in its most basic form.
-- Sangram Vajre, Co-Founder and CMO, Terminus
@KokaSexton

#FlipMyFunnel
How does social fit
in?
@KokaSexton

#FlipMyFunnel
Sales / Marketing Alignment
..
Identify and Engage
Marketing SalesSocial Selling
Personal engagement at scale
Welcome a new paradigm
When sales and marketing
combine efforts to engage more
buyers, your company will grow
faster than working in silos
@KokaSexton

Koka Sexton
WWW.KOKASEXTON.COM
.
Social Selling Methodology
Deliver pipeline and revenue
through social media
Sales
Professional
Identify
Connect
Engage
Add Value
@KokaSexton

#FlipMyFunnel
#SocialSelling is NOT
@KokaSexton

#FlipMyFunnel
$193K
$355K
Social buyers spend
84% more per
purchase.
84%
More
@KokaSexton

#FlipMyFunnel
12.3
19.8
Social buyers also
make 61% more
purchases on average
than buyers who don’t
use social
61%
More
@KokaSexton

#FlipMyFunnel
45%
Social selling leaders create more
opportunities than laggards.
@KokaSexton

#FlipMyFunnel
51%
Social selling leaders are more
likely to exceed quota.
@KokaSexton

#FlipMyFunnel
Methodology
Visibility creates
opportunity
Become the Resource
LinkedIn
Twitter
● Advanced search
● Engagement
● Social capital
@KokaSexton

#FlipMyFunnel
Common obstacles
Visibility creates
opportunity
Bad profiles
Privacy settings
No activity
@KokaSexton

5XMore likely to engage with sales
professionals via warm introduction than
cold outreach.

#FlipMyFunnel
Identify the
person
Find common
connections
Ask for the
introduction

#FlipMyFunnel@KokaSexton
Leverage your
network

#FlipMyFunnel
Use Twitter
as a search
engine.
• Follow
• Add to lists
• Engage with
updates

#FlipMyFunnel
Automate the
outreach on
social.
Focus on
targeting and
authentic
communications

#FlipMyFunnel
Education
Curation
Owned
Lead Gen
Content is the fuel of
social selling.
Methodology
● Blogs
● Research
● PR
● Entertainment
@KokaSexton

#FlipMyFunnel
95%
Of B2B decision-makers expect
new or different insights from
sales professionals
@KokaSexton

#FlipMyFunnel
Funnel traffic to a
page designed to
capture interest
and leads.
@KokaSexton

#FlipMyFunnel
LinkedIn
Elevate
Employee advocacy
platforms

#FlipMyFunnel
Leverage social networks to
surround the companies
and decision makers in an
organization
Seeke
r
User
groups
Decision
Maker

#FlipMyFunnel
The process is
repeatable and
scalable using
social networks.
Account 1 Account
2
Account 3
Account 4 Account 5 Account 6

#FlipMyFunnel
The science of
micro-funnels

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