Modern Lead Management and Social Selling
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The impact of digital and technology on marketing and sales, and how social selling can help to change
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Modern Lead Management and Social Selling
- 1. Lead management n een digital wereld april 2015 @Andeta @LauraNuhaan @social Selling
- 3. Today Marketing and Sales need to change Lead management and nurturing Content Marketing /Story telling Social Selling
- 4. Yelpi
- 5. customer 2.0 has turned off all the noise
- 7. the 6 new rules of marketing be foundfind customers demographic mass advertising few/ isolated channels intuitive decision making Behavioral segmentation 1:1 communication exploding/ integrated channels data-driven automation then now
- 8. the 6 new rules of marketing be foundfind customers demographic mass advertising few/ isolated channels intuitive decision making Behavioral segmentation 1:1 communication exploding/ integrated channels data-driven automation then now
- 9. the new rules of selling always be connectingalways be closing I am the man my customer = bonus marketing does not understand look at my car tech makes me nervous I listen my customer = lead generator we work as a team look at my connections tech makes it easy then now I’m not an administrator data helps with my quota you sell more if you stop selling!
- 10. the new rules of selling always be connectingalways be closing I am the man my customer = bonus marketing does not understand look at my car tech makes me nervous I listen my customer = lead generator we work as a team look at my connections tech makes it easy then now I’m not an administrator data helps with my quota you sell more if you stop selling!
- 11. Today Marketing and Sales need to change Lead management and nurturing Content Marketing /Story telling Social Selling
- 12. 90% of the leads generated leads never close. (Sirius decisions)
- 13. it’s all about the right message, at the right time, through the right channel for the right person! + + =+
- 14. nurturing is key 50 % more sales-ready leads and 33% lower cost through nurturing (Forrester) Reach Engage Activate Leverage
- 15. Funnel Mindness = Revenue Management Inquiries Marketing Qualified Leads Sales Accepted Leads Sales Qualified Leads Closed deals SocialSelling ContentMarketing Nurturing Inboundmarketing Alignment
- 17. Today Trends Marketing and Sales need to change Lead management and nurturing Content Marketing /Story telling Social Selling
- 21. John Bits De ingenieur • -Tech forums • -Blogs • - Product specificaties Ria Evera Marketing Manager -Linkedin -Slideshare -Gebruiksvriendelijkheid Buyer Persona helpen bij het maken van keuzen
- 22. Emotional-----------------------------Rational Entertain (virals, quizzes, games) Inspire (reviews, endorsements, quotes) Educate (trend reports, articles, guides) Convince (data sheets, webinars, case studies) 22 Awareness------------------------------Action Relevant content = customer insight +journey
- 23. Today Marketing and Sales need to change Lead management and nurturing Content Marketing /Story telling Social Selling
- 24. SOCIAL SELLING IS is a sales technique, leveraging social media and tools, to get and maintain a 360 degree picture of the clients and their influencer on an ongoing basis "People buy from companies they know, like and trust, not because your sales rep has cold called them. People buy from companies they know, like and trust, not because your sales rep has cold called them.
- 25. Social selling is a sales technique, leveraging social media and tools, to get and maintain a 360° view of the clients and their influencer on an ongoing basis
- 26. only 11 % of companies have social selling strategies (Aberdeen) 26
- 28. social selling steps 1. identify 3. be visible 4. listen 5. engage 6. sell/ retention 2. plan marketing customer service sales
- 29. 1. identify Meet John Bits One of the main buying persona The Geeky Engineer • 30 years old • Electrical Engineer • 24 Hours on the PC • ask your customers! • 93 % of buyers influenced by social our customers are not social!!!
- 30. 2. plan - clear objectives and policy
- 31. Be Visible 3. be visible
- 32. it starts with a good profile • Profile • Groups • Company description • Alumni network • updates
- 33. 4. listen: don’t miss leads and trigger events The three things to look for: 1. hints at ongoing or future product or service evaluation 2. chatter between competitors and their customers 3. personnel changes
- 34. www.webpower.nl contact@webpower.nl T:0342-423262 @webpower The Customer Is Talking!
- 35. 5. engage
- 37. 6.. retention - nurture existing customers
- 38. Align and Monitor Leverage technology!
- 40. make choices know your (online) customer leverage technology nurture measure & optimize be relevant
- 41. Laura Nuhaan Partner laura@andeta.com
- 42. performance benefits of social selling source: aberdeen grou
- 43. Om over na te denken Hoe ziet jouw funnel eruit? Omzet doelstelling, aantal klanten, aantal offertes, aantal afspraken, aantal SQL en MQLs? Beschrijf de ideale klant voor jouw bedrijf? Kenmerken, DMU? Hoe zou jij een MQL scoren en hoe een SQL?
- 44. Om over na te denken Wat zijn de belangrijkste buyer persona voor jouw content marketing? Welke content is er nu beschikbaar en waar bevindt deze zich in de matrix?
- 45. Om over na te denken Wat zijn de belangrijkste succes factoren voor social selling binnen jouw bedrijf? En hoe kun je deze meten /KPI’s
- 46. Lead scoring Model Fit Passen zij bij ons? Interesse Zijn zij geinteresseerd in ons? Expliciet Demografisch (geo, grootte)) BANT (budget, autoriteit, Need, Timeline Impliciet Afgeleide kennis (data mining, profile) Online gedrag (clicks, webinars)) Negatieve score o.b.v. ongewenst gedrag bv vacatures
- 47. Van 535 naar 3500 connecties (Linkedin) Van 54 K naar 1.3 M. volgers (Twitter) Versterkte engagement, connectie en referrals Virtueel gunnen
- 48. Learning and growth • Use Social Selling • Develop sales 2.0 reps • Enable through technology Customer • Be a valued partner • Seen as a Thought Leader • Socially connected Internal Business • Increase alignment • Structure lead management process • Increase Sales Intelligence Align and Monitor Financial • Customer life time value • ROI of social selling sales 2.0 strategy & vision
Editor's Notes
- California-Love for innovation and just do it-Spain Passion and kids no not ten only 3 and RUNNING Andeta-> helping to realize your digital ambitions- focus on the gap
- transparancy
- Is in charge Leverages the social web Expects direct value 60 %-80 % of buying proces, 75 % inquiries online, 17 % social CUSTOMER JOURNEY CHANGED FOR EVER
- Artist and scientist left scientist-right creative- funnel forward Accountability Know your digital customer Start engaging-> less is more-> hybrid model-> journey Start small-> let tech work for you 10
- Need to change -> numbers don’t ly 90 % leads don’t close Artist and scientist ENGAGEMENT-USING DATA-WORKING TOGETHER Accountability Know your digital customer Start engaging-> less is more-> hybrid model-> journey Start small-> let tech work for you 10 SAME TO SALES LATER>>>>>>>
- Need to change -> numbers don’t ly 90 % leads don’t close Artist and scientist ENGAGEMENT-USING DATA-WORKING TOGETHER Accountability Know your digital customer Start engaging-> less is more-> hybrid model-> journey Start small-> let tech work for you 10 SAME TO SALES LATER>>>>>>>
- Artist and scientist Accountability Know your digital customer Start engaging-> less is more-> hybrid model-> journey Start small-> let tech work for you 10 SAME TO SALES LATER>>>>>>>
- Artist and scientist Accountability Know your digital customer Start engaging-> less is more-> hybrid model-> journey Start small-> let tech work for you 10 SAME TO SALES LATER>>>>>>>
- 75% of companies drop leads that aren’t ready to purchase immediately 90 % content not used Nurtruing 50 % more sales leads 33 % lower cost Automated nurturing 50 % more sales ready leads-30 % less costs niet iedereen direct klaar om te kopen- 90 % van leads-> 178 dagen engagement-> Consistent message Forrester Research, companies that excel at lead nurturing generate 50% more sales-ready leads, at 33% lower cost per lead. Similar findings hold across multiple studies; the value of lead nurturing has become clear. Something like 75% of companies essentially drop leads that aren't ready to purchase immediately POLL NURTURE LEADS .Lead management has become a shared responsibility. Your sales team rightly - See more at: http://www.act-on.com/resources/whitepapers/lead-nurturing-5-and-10#sthash.kUYcGQBH.dpuf ----- Meeting Notes (8/27/13 10:31) ----- Service==> erbij zetten----dashboard===
- EMOTIONAL AND RATIONAL WHICH PHASE IN THE FUNNEL-> GET TO KNOW EACH OTHER-> CONTENT ADJUSTED BUYER PERSONA-Which phase of funnel…..TRUST push-pull Different channels/devices
- INTEGRATED APPROACH Build with Sales leader, agree on steps, definitiions Ideal customer, scoring etc. Calculate goals based on converstion) Only 39 % of marketeers researches sales data to improve their marketing campaigns (Andeta research) Aligned Companies perform better: 20-24% more revenue growth (Sirius Decissions)
- Expleciet, wat je weet, impliciet- online gedrag Band demogfisch
- Tijd van pushen voorbij, gaat over de engagement---
- Het verhaal dat je overbrengt ipv alleen feiten-waardepropositie-> consumenten m arketen
- https://www.youtube.com/watch?v=qhbliUq0_r4
- Ask Your Customers! IBM surveyed 1000 customers: ->1/3 uses social media in buying ->and 75 % likely to do so in future! IDENTIFY Classical BtoB Decission Making Unit: Design Engineers CFO Marketeers Procurement
- CapGemini receives 4 to 8 leads from Blogs written by employees. First contact with IRS which resulted in a mega milllion deal through a blog. Many are not. Aberdeen reports that in 2012 only 11 %.--time to get organized and really come with an integrated approach-> companies that have done this very well are Cap Gemini-> IRS But also Deloitte Netherlands report 500 K additional revenues 20 new leads and 9 deals just last year.
- https://www.youtube.com/watch?v=W2yw5GEWwS0
- IBM surveyed 1000 customers: 1/3 uses social media in buying and 75 % likely to do so in future! Classical BtoB Decission Making Unit: Electrical Design Engineers CFO Marketeers Procurement
- Ross VP of Business Development: Poor experience with Hoovers, tweeted for advise , Insideview was there first! AGILE
- Recional idielist Buyer persona-content marketing knowing what their interest is , use data and be daring….buyer persona on personality
- Less expensive, 10 times more to get a new customer…..
- Start small, think big
- 64 versus 49 % attain quota
- Iteratief proces advance in time-> meer gericht-> beter besteding van tijd
- Cloud computing Social SalesMaking social media part of sales not only 5 min twittering . Inside sales marketing department. YOU Have to make it easy Social Media Frame Work Programs: Intelligent Listening –Relevant Content Social media calendar (pre-written post and bit.luy links) RSS Feeds and hashtags for sales Personal touch: Option to customize/edit Linkedin posts and Tweets Use video chat, social accounts and personal pages (optimized for search) Share success stories to convince others within IBM Ask Your Customers! IBM surveyed 1000 customers: ->1/3 uses social media in buying _>and 75 % likely to do so in future!
- https://www.youtube.com/watch?v=NhT63AB_wsc