How Google Enterprise Used Social Selling to Generate Connections, Engagement, and Meetings with the C-Suite
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The document discusses the transformation of B2B selling due to the rise of social selling, emphasizing the need for sales professionals to engage buyers earlier and in a more customer-centric manner. It highlights the advantages of using social networks for brand building and lead generation, detailing specific strategies and case studies such as Google Enterprise. The document concludes with the potential for social selling to revolutionize B2B sales through enhanced engagement and measurable outcomes.
How Google Enterprise Used Social Selling to Generate Connections, Engagement, and Meetings with the C-Suite
- 1. The Rise of Social Selling in B2B Organisations Tom Skotidas and Cathy Yum
- 2. The Old Model Salespeople and Account Managers used to be Key Information Sources for B2B Buyers.
- 3. Transformation The Internet + Social Networks Have Changed Buyer Behaviour Forever.
- 4. Why Should B2B Professionals Care? Source: Corporate Executive Board (www.executiveboard.com) Buyer Shift
- 5. ● Sales professionals need to capture B2B buyers’ attention earlier ● Sales professionals need to be customer-centric and provide insights that go beyond the 57% that the buyer already knows ● How do you achieve both of the above? ○ Sales professionals need to participate in channels that buyers use for research, discovery, and discussion What Do B2B Professionals Need To Do? Sales Mindshift
- 6. Issues with Traditional Marketing Channels Performance Fatigue Channel Dilemma
- 7. Channel Dilemma Issues with Traditional Marketing Channels Limited Access to Senior Executives
- 8. Channel Dilemma Issues with Traditional Marketing Channels Limited Relationship-Building
- 9. B2B Opportunity The Case for Social Networks ● Fresh Marketing Channel (first-mover advantage) ● Transparent + Direct Access to Senior Decision Makers ● Brand building, demand generation, and lead generation can be executed simultaneously ● Relationships can flourish between Buyer and Seller
- 10. Social Selling Opportunity What Is Social Selling? Social Selling is the process of Social Marketing for Sales Enablement. 1. Connect your brand with B2B buyers on social networks 2. Use Brand Building to grow Market Trust in your brand 3. Use Demand Generation to grow Market Need in your solution 4. Convert Market Trust + Market Need into meetings, pipeline, and revenue
- 11. Key Numbers and Statistics ● LinkedIn has over 300 million members globally; 60,000,000+ are in Asia Pacific ● ASEAN: ○ 1,400,000 in Singapore ○ 3,560,000 in Indonesia ○ 2,635,000 in the Philippines ○ 1,900,000 in Malaysia ● Rest of Asia: ○ 28,000,000 in India ○ 5,475,000 in China ○ 930,000 in Hong Kong ○ 912,000 in Korea Social Selling Opportunity Source: LinkedIn (July 2014)
- 12. Search Volume Trends (Keyword = LinkedIn) Social Selling Opportunity Source: Google Trends (3 July 2014)
- 13. Search Volume Trends (Keyword = LinkedIn) Social Selling Opportunity Source: Google Trends (3 July 2014)
- 14. Age of B2B Buyers on LinkedIn Singapore Malaysia Indonesia Philippines Social Selling Opportunity Source: Quantcast.com (3 July 2014)
- 15. Login Activity of B2B Buyers on LinkedIn Source: Quantcast.com (3 July 2014) Between 32% - 41% of ASEAN LinkedIn Users are either “Regular Visitors” or “Addicted Visitors” Social Selling Opportunity
- 16. Target Audience: Chief Financial Officers / CFOs 4,250 CFOs throughout ASEAN; 1,099 of these work for organisations > 1000 staff Social Selling Opportunity
- 17. Target Audience: Chief Information Officers / CIOs Social Selling Opportunity 1,161 CIOs throughout ASEAN; 378 of these work for organisations > 1000 staff
- 18. Target Audience: Chief Marketing Officers / CMOs Social Selling Opportunity 1,079 CMOs throughout ASEAN; 205 of these work for organisations > 1000 staff
- 19. Target Audience: CHROs / Heads of HR Social Selling Opportunity 1,044 Directors of HR / CHROs throughout ASEAN; 476 of these work for organisations > 1000 staff
- 20. Engaging Buyers So How Do B2B Professionals Engage Through Social Selling?
- 21. Company-to-Person ● “Company-to-Person” is the dominant engagement model today ● Examples of Company-to-Person Social Selling: ○ LinkedIn Company Page ○ Twitter Page ○ Google+ Page ○ Facebook Page ○ Corporate Blog ● Engagement and lead generation is often limited due to amorphous brand Social Selling Models
- 22. Paradigm Shift: Person-to-Person ● Social Networks were designed from the ground up, for Person-to- Person engagement ● The majority of B2B relationships and deal flow are based on Person- to-Person engagement ○ People always rely on, and buy, from other people during B2B sales engagements Therefore: ● Social Networks are an ideal channel for B2B Social Selling Models
- 23. Social Selling Models Person-to-Person in Action
- 24. Google Enterprise: Social Selling Case Study
- 25. Who is Google Enterprise? Case Study: Google ● Google Products & Technology for Work ● Packaged up for the Enterprise: ○ Google Apps for Business ○ Google Maps for Business ○ Google Search for Business ○ Cloud Platform ● Key Challenge: highlighting the relevance of the Google brand for work, to Senior Executives
- 26. Why Social Selling? ● Pinpoint the right decision maker ● Overcome “list fatigue” ● Highlight the Google brand for Enterprises ● Build trust => Build relationships ● Our DNA: Innovate with cloud, social and mobile tools Case Study: Google
- 27. Process Overview (Snapshot) Case Study: Google Build Social Seller Profile Month 1 Month 2 Month 3 Target Audience Identification Make Connection Requests Share Relevant Content (Brand Building + Demand Generation) Request Meeting Discovery Meetings Opportunities & Pipeline Created
- 28. Target Audience Identification Advanced Search Parameters: ● Job Title + Variations ● Company Name ● Regional Locations Case Study: Google
- 29. Social Selling Models Build your Social Sellers Profile
- 30. Make Connection Requests Case Study: Google All invitations must: ● Be Personalised ● Show Context and Relevance between the Seller and Buyer ● Be supported by a strong Profile ● Cory’s connection rate with CIOs and CMOs: 66.31%
- 31. Share Content - Status Updates Brand Building (Market Trust) Demand Generation (Market Need) Case Study: Google Amplification
- 32. Request Meetings Key: The Social Seller converts the Market Trust + Market Need they have developed into meetings. Case Study: Google The Social Seller sent Personalised, Contextualised, and Relevant Meeting Requests to all of his connections. 41.82% of his connections agreed to meet him. Cory generated dozens of meetings with senior decision makers, resulting in a large sales pipeline.
- 33. Anecdote The Social Seller’s Feedback ● Tone of meeting is open and friendly ● One-on-one meetings: Top-Down vs. traditional bottom-up ● Business challenges are discussed ● Social Selling accelerates the buying cycle
- 34. Tracking, Measurement, and ROI ● Capture + score buyers’ digital language (clicks, downloads, web page visits) using Marketing Automation ● Capture buyers’ thoughts and sentiments using Social Listening platforms ● Incorporate this data into social-enabled CRM ● Provide greater buyer information to your sales force ● Disrupt your competitors What’s Next for Social Selling?
- 35. ● The B2B buying process has been disrupted forever ● Social Networks: ○ Provide transparent access to your target audiences ○ Are a real-life engagement channel ○ Enable brand building, demand generation, and lead generation ● Person-to-Person Social Selling differentiates you from competitors ● You can track and measure No. Connections, Meetings, Pipeline, and Revenue ● When rolled out at a large scale, Social Selling can transform your sales force, and your organisation Summary
- 36. Thank You and Let’s Connect!