Social Selling Roadshow Stockholm

#socialselling16
Welcome to the
S T O C K H O L M A P R I L 2 8

#socialselling16
Paul Terry
Head of Enterprise SMB Sales
LinkedIn Sales Solutions

Helene Birknert
Microdata Telecom
Innovation AB
E A R L I E S T A D O P T E R
Christopher
Engman
Vendemore
Anne-Marie
Colliander
Inkrea.se
Consulting AB
Christian de Loës
Prosensit
Management
Consulting AB
M O S T P O P U L A R
M O S T C O N N E C T E D
M O S T E N D O R S E D
IcebreakIN

#socialselling16
+124M
NAMER
+132M
EMEA
+57M
LATAM
+85M
APAC
LinkedIn has 414 Million members across the world

2M+
Sweden
#socialselling16

Sweden
2M+
197.4k
Decision makers on LinkedIn
36.5K
Company Pages on LinkedIn
21%
Enterprise
22%
Mid-Market
57%
SMB

Influence every relationship driven
sale for our customers

Relationships are foundational for sales success
Paul
Company
A
Company
B
Company
C
#socialselling16

The buyer’s process has changed
5.4 75of B2B buyers now use
social media to be more
informed on vendors
% 90of decision makers say
they never respond to
cold outreach
%
people are now involved
in the average B2B buying
decision
#socialselling16

Agenda
#socialselling16
9:30am Welcome and Overview
9:40am Social Selling: How to Unlock Competitive Advantage
10:10am Sales and Marketing: A Love Story
10:40am Customer Panel
11:30am Networking
Join The Conversation: #socialselling16

#socialselling16
Kevin Scott
Head of Sales Solutions, EMEA,
LinkedIn
SOCIAL SELLING
How to unlock competitive advantage

Thomas Bell
President, Linnean Society of London
“The year which as passed has not
been marked by any of those striking
discoveries...”

“Everyone’s always asking me when
Apple will come out with a cell phone.
My answer is ‘Probably never.’”
David Pogue
Tech Columnist, New York Times

???
“Zuckerberg is an idiot! I can’t
believe he turned down Yahoo
for 1 billion dollars.”

Mike Derezin
“Zuckerberg is an idiot! I can’t
believe he turned down Yahoo
for 1 billion dollars.”

Michael Porter
Competitive Strategy
and
CompetitiveAdvantage

AdvantageCompetitive
S U S T A I N A B L E
#socialsellingroadshow

Rita Gunther McGrath
The End of
Competitive Advantage

"To win in volatile and uncertain
environments, executives need to learn
how to exploit short-lived opportunities
with speed and decisiveness.”

AdvantageCompetitive
#socialsellingroadshow

by Geoffrey Moore
Crossing the Chasm

The
Chasm
Early Majority Late Majority LaggardsInnovators and Early Adopters

The
Chasm
HIGH
RISK
NO
RISK

The
Chasm
HIGH
RISK
NO
RISK
HIGH
REWARD
NO
REWARD

The
Chasm
The World Wide Web
‘94-’95 ‘96-’98 ’99-’00 ’00+

The
Chasm
‘94-’95 ‘96-’98 ’99-’00 ’00+
$182
BILLION
$437
BILLION
The World Wide Web

The
Chasm
Social Recruiting
‘07-’10 ‘11-’13 ’14-’16 ’17+

Social Recruiting
Hero
Head of Global Talent Acquisition, SABMiller
"I saw the opportunity in direct sourcing
through LinkedIn. I knew it was the future,
but had to move quickly to lock-in as many
gains as possible before the rest of the
world caught on."

Head of Global Talent Acquisition, SABMiller
"I've helped save SABMiller
about $7-10M annually by shifting
to direct sourcing and LinkedIn
Recruiter."Social Recruiting
Hero

The
Chasm
Social Selling
‘12-’14 ’18-’19 ’20+‘15 ’16-’17

Social SellingIndex (SSI)
Create a
professional brand
Find the
right people
Engage with
insights
Build strong
relationships

SSI leaders create
45% more opportunities per
quarter than SSI laggards.
more opportunities
SSI leaders are
51% more likely to hit
quota than SSI laggards.
more likely to hit quota
Based on a global study LinkedIn ran in Q4 2013 of Q3 performance for reps focused on new business and reps focused on existing business. Respondents reported
performance; they were matched to their LinkedIn profiles to understand their SSI.SSI leaders have an SSI > 70; SSI laggards have an SSI < 30
Why is Social Selling important?

Laggards
1000 20 40 60 80
Social Selling Index (SSI)
Leaders

1000 20 40 60 80
28.5
2016
12.2
2012

1000 20 40 60 80
The
Chasm
‘12-’14 ’18-’19 ’20+‘15 ’16-’17
28.5
2016
12.2
2012

29.9
NAMER
21.0
LATAM
24.9
APAC
28.3
EMEA
We can look at SSI by region
29.2
Sweden

The average Swedish SSI has increased 10.1%
over the last year
Source: LinkedIn Internal Data
The charts above represents a regional view of SSI. Because the LinkedIn "Sales Definition" (who constitutes as a sales person) changes, we only display a time series view of SSI for members who were deemed as Sales Professionals back in January 2015. By doing this we
are comparing apples to apples and are able to truly measure growth in SSI.
+10.1%
26.55
27.46
27.16
27.36
28.26
27.86
25.6
28.27
29.38 29.44 29.48
28.15
29.23
Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16

2.1
2.2
2.2
2.1
1.9
2.0
2.0
2.2
2.4
3.3
0 20 40
Manufacturing/Industrial
Oil & Energy
Government/Education/Non-profit
Aero/Auto/Engineering
Healthcare & Pharmaceutical
Staffing
Retail & Consumer Products
Financial Services & Insurance
Professional Services
Tech, Telecom & Media
Some sectors are taking the lead in Social Selling
Growth in SSI
January ’15 – January’16
=
Source: LinkedIn Internal Data – January & December 2016

Which Enterprises in the room
are winning at Social Selling?
1 54.8Salesforce
2 40.6Oracle
3 40.1Microsoft
4 38.9Avanade
5 35.5Dassault Systemes

Which SMBs in the room
are winning at Social Selling?
3 66.3
2 70.6
1 79.0HUCAMA Group
Heartpace AB
Freya News AB
4 60.6Cyngi
5 58.3Hansoft

Top Social Sellers in the room
Source: LinkedIn Internal Data 16
1
Christopher Engman
Head of Vendemore and Founder, B2B Global Account Based
Marketing, Vendemore
94.2
2
Tomas Hennerfors
Head of Client Intelligence Team 89.8
3
Joakim M. Lange
Helping Global Companies with Account-Based Marketing Initiatives,
Freya News
80.7
4
Daša Sinclair
Social Media Consult, @dashable 80.4
5
David Ratcliff
Head of Global Accounts: ABM enthusiast, Vendemore 80.3

Relevant
news
LinkedIn’s network data
Your accounts,
leads & preferences
Sales Navigator makes it simple to establish and grow
relationships with your prospects and customers
Sales
Navigator

0%
1%
2%
3%
1 21 41 61 81 101
%oftotalNumberofSalesNavigator
Users
SSI
Source: LinkedIn Internal Data – January 2016
Avg SSI
of Sales Navigator Users
January 2016
55.65
AVG Pre SSI
of Sales Navigator Users
pre licence deployment
46.63
Sales Navigator has improved social selling behavior by 19.4%

636
123442
AVG connection per rep AVG connection with teamlink
194X
More connections
Source: LinkedIn Internal Data – January 2016
If this room was a sales team, connecting with Teamlink would
extend the network of each attendee by…

How can you
seize the opportunity?
MeasurementEducationExecutive Alignment

Executive Alignment MeasurementEducation
Social Selling Heroes

VP Global Sales Enablement and Programs, PTC
"Our corporate strategy is enabling smart
connected products for competitive
differentiation. Our team personalized it to
get executive alignment - social selling is
smart connected reps for competitive
differentiation."
Executive Alignment

VP Global Sales Enablement and Programs, PTC
"We've seen greater than a 50x ROI
with Sales Navigator - measured in
either revenue attained or pipeline."Executive Alignment

Education
Senior Director, GCO Sales Tools and Technology, SAP
"Social selling is the biggest single
change to the SAP sales strategy
in the last 10 years by an order of
magnitude."

Education
"I was going to be either the hero or
villain. Someone has to take a risk to
make things happen."

Education
"We have seen massive ROI. I just
learned of a half million dollar deal
in Asia Pacific where a prospect
reached out to our SAP rep through
LinkedIn."

Education
"You have to customize the training,
embed it in your overall training,
and make sure to focus on middle
managers."

EducationMeasurement
Senior Social Media Manager – EMEA, Symantec
“Measuring our social selling is
critical to justifying our ROI. SSI
is at the core of what we do.”

"We always combine SSI with actionable
intelligence. If you only provide data it is
just another number, it won’t change the
mindset. You have to tell teams what
specific actions to take."
Measurement

Measurement
"We always combine SSI with actionable
intelligence. If you only provide data it is
just another number, it won’t change the
mindset. You have to tell teams what
specific actions to take."

The
Chasm
Early Majority Late Majority LaggardsInnovators and
Early Adopters
Social Selling Heroes
Executive Alignment MeasurementEducation

“The tipping point is that magic moment when
an idea, trend, or social behaviour crosses a
threshold, tips, and spreads like wildfire.”
M A L C O L M G L A D W E L L - T H E T I P P I N G P O I N T

#socialselling16
Keith Browning
Marketing Manager UK and Ireland
SOCIAL SELLING
Sales and Marketing: A Love Story

38% of CMO’s say aligning and
integrating Sales & Marketing is
their top priority for this year
#socialselling16
Source: CMO Council

8% of companies have strong
alignment between their Sales &
Marketing teams
#socialselling16

5% of marketers think they give
Sales a perfect fit lead…
#socialselling16
…and 6% of sales people think
that marketers give them a
perfect fit lead…

When Sales & Marketing are in
sync…
Companies became 67% better at
closing deals & generated 208%
more revenue from Marketing
#socialselling16
Source: Marketo & MarketingProfs
respectively

Peter Drucker
“The main of marketing is to
know and understand the
customer so well, the product or
service fits him and sells itself .”

USE YOUR PROFESSIONAL BRAND
TO ENGAGE THE RIGHT AUDIENCE2

Marketing Can Help Sales a
Compelling Sales Profile with
LinkedIn…
8

Add a
professional photo
1
More views with a profile
photo than without
14x
Source: https://iwww.corp.linkedin.com/wiki/cf/display/PRT/Value+statements+for+Profile+Editing
8
Higher Inmail Response
Rate
40%

Write an attention-
grabbing headline &
compelling Summary
2
Explain what it is you do with passion &
show your value
8

Detail your past
work experience
3
More profile views than
those without
12x
8

Top ten overused buzzwords
8
1. Motivated
2. Passionate
3. Creative
4. Driven
5. Extensive experience
6. Responsible
7. Strategic
8. Track record
9. Organizational
10. Expert

4
Customize Your Public
Profile URL
Linkedin.com/in/KeithBrowningMarketing
8

Add Your Contact
Information
5
8

6
Add examples of your
work in photos
presentations & videos
Give a dynamic, visually appealing
representation of your professional story
9

Translate Your LinkedIn
Profile
1. Click Profile
2. Click Down arrow
next to the View Profile
As button
3. Create profile in
another language.
7
9

Ask for Recommendations
8
Think quality, not quantity and be authentic
9

More engagement
with content vs. jobs
7x
Content
Jobs
9

Sharing is caring
More profile views for Sales Reps that share
something 5 times per month
20%
9

Focus on buyers that are likely ready to buy now…
Signal Intent Interest
Website visit
Pages viewed
Call to action (CTA) response
Job change
Hiring activity
Content sharing
Social comments
People connections
Social Signals

GET MARKETING & SALES TO
SIGN UP FOR A NUMBER3

“Half the money I spend on marketing is
wasted; the trouble is, I don’t know which
half”
John Wanamaker
#socialselling16

“the number one metric used by lead
generation marketers is lead quantity,
whereas barely half of marketers measure
lead quality”
#socialselling16
Source: Lenskold Group / emedia Lead
Generation Marketing ROI Study

Marketing should have a concrete,
numerical marketing goal that aligns
with the sales team’s mentality
#socialselling16

COMMUNICATE, CELEBRATE, AND ADDRESS
THE ACHIEVEMENT (OR LACK THEREOF)
OF THOSE NUMERICAL GOALS
4

COME TO AN AGREEMENT BETWEEN SALES
& MARKETING ABOUT WHAT EACH IS
ACCOUNTABLE FOR TO THE OTHER
5

Use Your Professional
Brand to Engage The
Right Audience
• Build a compelling sales profile
• Focus on the right buyers
• Concrete goal that aligns with sales
• Create a collaborative culture
Communicate,
Celebrate & Address
Achievements
Get Marketing & Sales
To Sign Up For A
Number
Buyer Persona
Agree on what each
is accountable for
• Sales and Marketing should agree who you are
targeting
• Create a formal Service Level Agreement

#socialselling16
#SocialSelling16

#socialselling16
Anna Ljunglof
Relationship Manager
Herman von Greiff
Country Manager & Sales
Director
Basware
Karianne Myrvold
Marketing Manager
Norway, Denmark &
Iceland
Trend Micro
Anders Sandén
Account Executive
Microsoft
PANEL
Your next steps to social selling success

#socialselling16
Paul Terry
Head of Enterprise SMB Sales
C L O S I N G R E M A R K S

Social Selling Roadshow Stockholm

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