Jill Rowley - What's Marketing Have to do with Social Selling? Hint: Content is Currency

Social Selling: #KnowThyBuyer

Jill RowleySocial Selling EvangelistModern Marketing Expert

Startup Advisor

@jill_rowley #SocialSelling

Marketing Needs to Know More about Sales

Sales Needs to Know More about Marketing

We all Need to Know More about our CUSTOMERS


Meet the Modern Buyer

Digitally-driven

Socially-connected

Mobile Empowered

The Power of Peer to Peer

Only 33% of buyers trustwhat a logo tells them

But 92% trust what another buyer tells them!

Mindset: from Selling to Helping

Skillset: digital, social

Toolkit: a fool with a tool is still a fool


Social Selling is using Social Networks to do Research to be

Relevant to build Relationships that drive

Revenue.


5 Pillars, Practices, Principles of Social Selling


1. Buyer-centric LinkedIn profile2. The Art of a LinkedIn Invite3. LinkedIn Job Change Alerts4. Join LinkedIn Groups5. Advanced Search in LinkedIn6. Find Alumni7. Recommendations & Endorsements

= Credibility8. Share Content


The Art of a LinkedIn Invite

To be Interesting; Be Interested



From College to Career

Leveraging Your University Alumni


Content is the Currency

of the Modern Sales Professional


The 411 on Content

http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html


Using Twitter for Research

and

Relationship Building

1. Pick a simple and short username (this is your brand)

2. Create a personal profile3. Upload a good picture (no eggheads!)4. Include your LinkedIn URL in your bio5. Listen first, find your voice6. Follow influencers and experts in your

field; Create lists7. Share things that are useful and relevant

to your followers8. Do no just self-promote or share your stuff9. Engage with your followers (@reply, RT

and mention) 10. Use #hashtags – example is

#GrowthMarketing


• Executive Sponsorship• Program Owner• Alignment: Marketing,

Sales, Sales Enablement, Sales Training, Sales Ops

• Sustainable training program– 101, 201, 301– Live and eLearning– Certification

• Provide repository to store everything “social”

• Deliver content calendars to make sharing easy

• Celebrate successes

• Share best practices & provide coaching

• Embed in process & systems (SFA/CRM)

• Recognition & Rewards

• Track results

Social Selling: It’s not a one-off



5 Things for Sales Reps to do Right Away!

• Optimize your LinkedIn profile for the Buyer; not the Recruiter.

• Personalize Your LinkedIn Invites – ALWAYS!!

• Expand your Professional Network. ABC = Always Be Connecting. Leverage your College Alumni.

• Follow your Customers, Partners, (and Competitors) on LinkedIn & Twitter.

• Read what your buyers read and share across your Social Networks.


5 Things for Marketing to do Right Away!• Know thy customer

• Centralized content library

• Content aligned to buyer’s journey and buyer persona(s)

• Curate third party thought leadership content for Sales

• Make social sharing easy!

The ABCs of Social Selling – Always Be Connecting

@jill_rowley | #SocialSelling

Jill Rowley - What's Marketing Have to do with Social Selling? Hint: Content is Currency

Marketing

Transcript of Jill Rowley - What's Marketing Have to do with Social Selling? Hint: Content is Currency