Vernon Bubb, LinkedIn, Association of Sales Professionals - Annual Conference 2016
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The Sales profession is evolving. In a world where personalization is rapidly becoming the standard, we’re quick to reject anything that feels generic or impersonal. Buyers no longer have patience for the tried and true sales tactics you’ve been using for years. For sales and marketing professionals, this presents a new set of challenges. Discover how your peers are conquering these challenges in the new sales era and how social selling can become a competitive advantage for you and your company.
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Vernon Bubb, LinkedIn, Association of Sales Professionals - Annual Conference 2016
- 1. @vernonbubb Vernon Bubb Head of Enterprise Sales EMEA LinkedIn Sales Solutions Association of Professional Sales Annual Conference 2016 A New Era of Differentiation
- 3. +124M NAMER +132M EMEA +57M LATIN AMERICA +85M APAC LinkedIn has 433 Million members across the world
- 4. LinkedIn has 433 Million members across the world 20M United Kingdom
- 5. LinkedIn has 433 Million members across the world United Kingdom 20M+ 4.8M Decision makers on LinkedIn 722.1K Company Pages on LinkedIn 25% Enterprise 25% Mid-Market 51% SMB
- 6. Influence every relationship driven sale for our customers #socialselling16
- 7. 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
- 10. It’s not personal…it’s businessIt’s all personal
- 11. Unique Journey Verification Warm Intro Generic Process Discovery Cold Call
- 14. 67% of marketers think intent data will help them gain a competitive edge.
- 15. Only 46% of companies use intent data to target companies that are ready to buy.
- 16. Target based on interest and intent 90% Universe of Potential Customers 46% Target Prospects INTEREST INTENTINTEREST
- 17. Paul Lewis Global Social Media Marketing Manager, Pitney Bowes “I use Sales Navigator to target leads and get triggers based on significant events such as an acquisition or promotion.”
- 19. Top performers spend 25% more time on research and preparation.
- 20. Understand buyers and their process Vs.
- 22. Top sales and marketing pros send 148% more connection requests and share 23% more content
- 24. Focus on the right signals Signal Intent Interest Website visit Pages viewed Call to action (CTA) response Job change Hiring activity Content sharing Social comments People connections INTEREST INTENT Social Signals
- 25. Target • Receive daily lead recommendations • Use advanced search to identify prospects • Get alerts that signal intent to buy • Analyse profile and social activity data • Connect via warm introductions and InMail • Deliver relevant content at the right time Act Understand LinkedIn Sales SolutionsLinkedIn Sales Solutions
- 27. Rita Gunther McGrath The End of Competitive Advantage
- 28. "To win in volatile and uncertain environments, executives need to learn how to exploit short-lived opportunities with speed and decisiveness.”
- 30. by Geoffrey Moore Crossing the Chasm
- 31. The Chasm Early Majority Late Majority LaggardsInnovators and Early Adopters
- 32. The Chasm Early Majority Late Majority LaggardsInnovators and Early Adopters HIGH RISK NO RISK
- 33. The Chasm HIGH RISK NO RISK HIGH REWARD NO REWARD Early Majority Late Majority LaggardsInnovators and Early Adopters
- 34. The Chasm Early Majority Late Majority LaggardsInnovators and Early Adopters Social Recruiting ‘07-’10 ‘11-’13 ’14-’16 ’17+
- 35. Social Recruiting Hero Jennifer Candee 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."
- 36. Jennifer Candee 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
- 37. The Chasm Early Majority Late Majority LaggardsInnovators and Early Adopters Social Selling ‘12-’14 ’18-’19 ’20+‘15 ’16-’17
- 38. Social Selling Index (SSI) Create a professional brand Find the right people Engage with insights Build strong relationships
- 39. Connecting Prospecting Relationships Data from 10/1/2015– 1/1/2016 Decision Makers (DMs) are Manager Level+ (Manager, Director, VP, CXO, Partner, Owner) across all functions Social Selling is adding value at every step of the sales cycle in the United Kingdom 40.5x More DM profile viewed UK Top Social Sellers vs. the laggards in the last 3 months 14.3x More profile views received from DMs 28.8x More connection requests sent* 12.9x More new connections 14.2x More new DM connections *Connection requests sent indicate requests sent to all LI Users Top Social Sellers have a SSI of >70, Less Social a SSI of <30
- 40. SSI leaders create 45% more opportunities per quarter than SSI laggards. 45% more opportunities SSI leaders are 51% more likely to hit quota than SSI laggards. 51% 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?
- 41. Laggards 1000 20 40 60 80 Social Selling Index (SSI) Leaders
- 42. 1000 20 40 60 80 Social Selling Index (SSI) 28.5 2016 12.2 2012
- 43. 1000 20 40 60 80 Social Selling Index (SSI) The Chasm Early Majority Late Majority LaggardsInnovators and Early Adopters ‘12-’14 ’18-’19 ’20+‘15 ’16-’17 28.5 2016 12.2 2012
- 44. 29.9 NAMER 21.0 LATAM 24.9 APAC 28.3 EMEA We can look at SSI by region 31.0 United Kingdom
- 45. The average United Kingdom SSI has increased 16% 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. +16%
- 46. Source: LinkedIn Internal Data – January & December 2016 Some sectors are taking the lead in Social Selling Growth in SSI January ’15 – Dec’15 =
- 47. 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
- 48. Source: LinkedIn Internal Data – January 2016 Avg SSI of Sales Navigator Users January 2016 59.3AVG Pre SSI of Sales Navigator Users pre licence deployment 47.9 Sales Navigator has fundamentally improved Social Selling Behavior across all United Kingdom Sales Navigator Users
- 49. 5X More connections Source: LinkedIn Internal Data – January 2016 Sales Navigator is extending the network of reps It can extend your network by…
- 50. How can you seize the opportunity? MeasurementEducationExecutive Alignment
- 52. Mark Tefekis 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
- 53. Mark Tefekis 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
- 54. Executive AlignmentEducation Mark Tefekis 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." Phil Lurie Senior Director, GCO Sales Tools and Technology, SAP
- 55. Education Phil Lurie Senior Director, GCO Sales Tools and Technology, SAP "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."
- 56. Phil LurieFernanda Gurgel Education Senior Director, GCO Sales Tools and Technology, SAP "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." Measurement 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.”
- 57. Fernanda Gurgel Senior Social Media Manager – EMEA, Symantec "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
- 59. “The tipping point is that magic moment when an idea, trend, or social behaviour crosses a threshold, tips, and spreads like wildfire.” MALCOLM GLADWELL- THE TIPPING POINT