A Marketer Looks at Sales - Marketing's Role in Social Selling - HSBC - A customer case study
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Transcript of A Marketer Looks at Sales - Marketing's Role in Social Selling - HSBC - A customer case study
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Keynotes & general sessions
The Future of Sales and Marketing breakout track
Habits of High Performing Reps breakout track
How to Build a Social Selling Organization breakout track
title title title title
Lauren Somers Digital & Social Media
Marketing Manager
“A Marketer Looks at Sales: Marketing’s Role in Social Selling”
6,100 offices globally
48m customers
72 countries
• The changing role of marketing
• Bringing social selling into HSBC
• The benefits of collaboration
• Top tips for launching social selling
Agenda
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Keynotes & general sessions
The Future of Sales and Marketing breakout track
Habits of High Performing Reps breakout track
How to Build a Social Selling Organization breakout track
title title title title
The Changing Role of Marketing
INTERNAL
Brand Is What You Do
Be Where Your Customers Are, Not Where You Want Them to Be
Source: http://www.adweek.com/socialtimes/most-social-ceo/501555?red=at
Are you presenting at a breakout session?
Make sure your segue slides are the right color.
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Keynotes & general sessions
The Future of Sales and Marketing breakout track
Habits of High Performing Reps breakout track
How to Build a Social Selling Organization breakout track
title title title title
Bringing Social Selling into HSBC
In 2014, there were a record
5.2 million private sector businesses…
up 6.7% since the start of 2013
Why Is Social Selling Important to HSBC?
Source: Google/Millward Brown Digital “The Changing face of B2B marketing”
Shift in B2B Researcher Demographic
Why is social selling important to HSBC?
Google, 2015
86% used online banking
48% visiting a branch
vs.
Initiating Social Selling – Getting the Sales Teams on Board
INTERNAL
Create a LinkedIn Profile
What value do marketing add?
Who Am I and What I Can Do
INTERNAL
Being Active and Sharing
What value do marketing add?
Reaching Out to Contacts and Prospects
Are you presenting at a breakout session?
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Keynotes & general sessions
The Future of Sales and Marketing breakout track
Habits of High Performing Reps breakout track
How to Build a Social Selling Organization breakout track
title title title title
The Benefits of Collaboration
What Are the Benefits…?
Cold-calling
Direct visits
KBIs
Average response rate 1:7
PREVIOUS METHODS
InMail
“Introduce” me
Saving leads & accounts
Upload prospect lists
Average response rate 1:3
SALES NAVIGATOR PROSPECTING
Share
INTERNAL
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Keynotes & general sessions
The Future of Sales and Marketing breakout track
Habits of High Performing Reps breakout track
How to Build a Social Selling Organization breakout track
title title title title
Top Tips for Launching Social Selling…
Top Tips for Launching Social Selling…
License
Allocation
& Onboarding
Top Tips for Launching Social Selling…
Training
Ongoing
Communication
Top Tips for Launching Social Selling…
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