1.
Examples of Social Content That’s Generating
Demand and Creating Sales Conversations on:

2.
Social Content Examples Presentation
Thought Leadership
Content is Not the
Backbone of Their
Program
No Thought on How B2B
Buyers Make Their
Purchasing Decisions
Using LinkedIn and How
They Can Support the
Buyer’s Journey
They’re Just Pushing
Out Content Instead
of Pulling People In
Why Sales and Marketing is Not Generating Leads and Demand
Using Their Content on LinkedIn

3.
Social Content Examples Presentation
Why Sales and Marketing is Not Generating Leads and Demand
Using Their Content on LinkedIn

4.
Social Content Examples Presentation
Why Sales and Marketing is Not Generating Leads and Demand
Using Their Content on LinkedIn… Because They’re Listening to
Studies Like…

5.
Social Content Examples Presentation
 They look at the most successful posts that received on average of
138,841 views, 42,505 likes and 567 comments so they're looking at
people who already have a large following. We're finding that
because too many CEOs and sales and marketing leaders are simply
putting up "reminders" inside their how-to etc. posts, that these posts
are getting ignored and not showing any performance for those that
do not have a really well-established network.
 These studies focused on reach only - not engagement. Sorry, likes
and comments are not true engagement metrics. They are not tied to
revenue objectives. Reach without engagement is nothing.
Some Things You Need to Know About These Social Content Studies

6.
Social Content Examples Presentation
Why It’s Important That Sales and Marketing Really Pays
Attention to the Content They’re Sharing on LinkedIn…
Buyers are self-educating! They are
post-poning engaging with sales until the last
moment. As a result, many B2B organizations
are at risk of being left out of the business
decision.
Sales and marketing needs to start
demonstrating their thought leadership and
turning the “buyer and seller” relationship on
LinkedIn into “Subject matter expert and
interested party” relationship so sales can
enter the conversation.
Notice how up to ¾ of the B2B buying process is completed
before sales now gets involved.

7.
For Social Product Marketing
The Importance of Having the Right Social Content Strategy for Your
LinkedIn Marketing & Social Selling Program…. AT&T gains $47M
through a blog-centered social sales strategy
18
Months
Later

8.
For Social Product Marketing
Results Our Clients Are Achieving Using the Right Social Content….
Leading Technology Firm Builds a
Community of 900+ Key Decision
Makers From Companies Like:
This led to more RFPs and
opportunities in the private sector!
More Leads to Revenue
Opportunities for Leading
Communications Tech Company
In fact, we generated more leads
and sales ready revenue
opportunities that all of their other
marketing initiatives combined.
Because of the on-LinkedIn and off-
LinkedIn nurturing strategies we put
into place the leads and opps
became closed deals.
17 Different Companies Have Reached
Out to One of Our Clients in the Last Year:

9.
Examples of Social Content Presentation
Takes a challenger sales and marketing
approach
Puts a stake in the ground
Is forward thinking
Inside LI discussions groups provide standalone value –
instead of acting as a newsfeed for your blog posts
It’s your own content – The 80% other people’s content,
20% your content rule should not apply to LinkedIn.
Provides more than “reminders” and shares solutions or new
approaches others have not thought about
Social Content That Drives Leads and Demand on LinkedIn…

10.
Social Content Examples Presentation
Example 1: Sales Coaching Firm Uses Study Based Thought Leadership
Content to Gain Interest, More Group Members and Sales Calls
https://www.linkedin.com/pulse/82-sales-professionals-out-sync-b2b-buyers-focused-pitching-parsley?trk=prof-post
 This post on the LinkedIn’s content platform received
more than 1400 views, 100+ likes and 20 comments in
just days.
 Even more importantly than the additional reach (as reach is
nothing without engagement) Tanja gained 40+ group
members in two days. These new group members included
the VP of Sales and Marketing at Connex International, the
Sales Director at HCL Technologies and the Group VP of
Business Development at Oracle.
 Several sales conversations scheduled (including one with
the VP of Sales & Marketing at ChannelAssist) as a result of
the article and the additional nurturing. Tanja may not have
received 100,000+ views but, this article is leading to
revenue.

11.
Social Content Examples Presentation
Example 2: Technology Company Gains Real Interest and
Engagement By Discussing Changes in the Industry.
This post generated over 3,000 views, 185 likes and 12 comments in just a couple of days. Because of this
content Fortune 1000 marketing leaders are joining the group – and engaging in sales conversations.

12.
Social Content Examples Presentation
Why This Article is Gaining Attention and Driving Demand
In this post, he talks about the fall of 3rd party cookies (what most digital advertisers
are using), the rise of first party cookie technologies, new best practices and
approaches, higher demands and standards for digital campaigns and the future of
digital advertising.
Since the article discusses a major shift that will start to happen in the industry in the
near future – and since organizations spend a great deal of money on digital
advertising (with 71% of organizations reporting that they will spend more in the next
12 months than in previous years) – the article quickly gained momentum. Digital
advertisers wanted to learn about the changes and how they can maximize their
digital spend.

13.
Social Content Examples Presentation
Example 3: Professional Service Firms Use Challenger Content to
Change Their Prospects Thoughts and Actions…

14.
Social Content Examples Presentation
Challengers outperform all the other seller profiles - 40% of
top performers are Challengers.
Challenger closes deals through an ability to
lead, teach, and push the buyer. They
challenge common practices, thoughts and
approaches. They take control of the sales
conversation, rather than reacting to the
buyer’s agenda.

15.
Social Content Examples Presentation
Showed prospects that a lack of sales hunters is not
their problem even though that it’s a very common
complaint that she hears from mid-market B2B
organization.
Un-teaches her audience the sales approach that
they’re used to and explains why it’s not generating
sales. She’s challenging organizations on why they
are not changing their selling approach when buying
has changed.
Getting organizations to rethink their budget
allocation between sales and marketing. The
content is providing a mental disruption that is
reliably resetting the customer’s choice of purchase
criteria decisively in her favor.

16.
Social Content Examples Presentation
Example 4: B2B Technology Messaging and Positioning Firm Opens
Tech Marketers’ Eyes with State of the Industry Reports
Provided an in your face assessment of the big players in the industry and how most of them were
struggling with their positioning.

17.
Social Content Examples Presentation
Results of Lawson’s Post…
 Nearly 600 views of the post and 18 likes
 More than 3 dozen high quality technology
marketing leaders opt-in for the ebook. Including
the CEO, CMO and other marketing decision
makers at one of the companies he assessed.
 Real conversations were initiated including some
that led to further sales conversations and to the
proposal stage as shown by the email screen
shot to the right,

18.
Social Content Examples Presentation
Example #5: Video Production Firm
Attracts Immediate $38K
Opportunity and Gains the
Attention of 17 Enterprise Prospects
By Creating Content and Discussions
That Turn Vision Into a Clear Path
To Value…

19.
Social Content Examples Presentation
Now take a look at the content you’re posting on the LinkedIn publishing
platform?
What type of content are you creating? What results are you achieving? When you think about your results,
think beyond views, likes and comments. That’s only the start of engagement. Really take a look at your
content and how it’s tied to your revenue goals (and if it’s helping you accomplish those goals). If not, then
maybe it’s time you change the content you’re posting.

20.
Social Content Examples Presentation
More Resources to Help You Create More Effective Social Content to
Drive Demand, Leads and Sales Opportunities on LinkedIn:
• Our Free LinkedIn Marketing Training including an interview with LinkedIn's Senior Content Marketing
Manager – http://www.freelinkedinmarketingtraining.com
• LinkedIn Post: 88% of the Time You Can Blame Your Content For Why You're Not Generating Leads on
LinkedIn – http://tinyurl.com/linkedincontentpost
• Free Social Content Strategy - We’ll review the content you're using on LinkedIn and how you're using it and
work with you on the type of content you should be using on the platform, for discussions and for lead
nurturing. Schedule your strategy call at http://meetme.so/getlinkedinhelp
• Get Help with Linked Strategies Community - Inside the group, we're challenging the approaches and social
content that sales and marketing leaders are using - and exchanging new ideas for driving demand and developing
customer relationships. Join the discussions at: http://jointhelinkedinmarketingdiscussion.com

21.
Social Content Examples Presentation
About GetLinkedInHelp.com & Kristina Jaramillo
We are passionate marketers focused on harnessing the power of the LinkedIn network to
generate leads, develop prospects and establish thought leadership positions for our clients.
We’ve been doing it since 2009 – using our proven process to produce amazing results.
Kristina Jaramillo (Founder of Get LinkedIn Help) is…
• New York Times Recognized Social Media Expert
• Featured in LinkedIn’s Guide for Sophisticated Marketers
• Published in publications like: