Social Selling in the Enterprise: Turning Sense into Dollars

PowerPoint Presentation

Social Selling in the Enterprise: Turning Sense into Dollars

Leverage best practices from high-volume low-touch SaaS start-up to put social to work in the Enterprise. Apply nimble marketing techniques to disrupt traditional enterprise sales cycles:

Discover your brands true voiceGenerate and nurture net-new leadsIdentify new opportunities, at scale

Filter the hype out of social and distill the activity to power sales across multiple mediums and channels to drive real revenue and brand recognition.

Speakers:

Tom Grubb, VP of Product Marketing, MarketoDave Ewart, Director of Marketing and Revenue, Loggly#BtoBLiveSource images and logos are property of their respective owners.1Social = Opportunity

#BtoBLive2

#BtoBLive3

#BtoBLive4

The accelerating sales buying cycle over the past 15 years:


Saba: 12-18 months, targeted account model$250k ASPTealeaf: 9-12 months, targeted account model, social hints$250k ASPSatmetrix: 90 days, blended$20k ASPLoggly: 30 days$500 MRR $20k LTVLesson Learned:Window of opportunity for marketing is shrinkingSocial is an equalizer for lost insight#BtoBLive5$

#SocialEverythingSaaS- Catalyst of ChangeSearch = size of problemTrials = buyer driven POCsSubscription EconomyWhat HappenedSocial Selling in the Enterprise: Turning Sense into Dollars

Whats Next?Data becomes freeCompanies sell insightSocial becomes currency#BtoBLive6

How many have an inside sales team or sales dept. reporting to you?How many have a quota based sales revenue, not on leads or meetings?Anyone with majority of your salary based off sales revenue

Soon!?!Social Selling in the Enterprise: Turning Sense into Dollars

#BtoBLive7Should I focus on Social Marketing or Social Selling?

Wikipedia Definitions:Social media marketing - The process of gaining website traffic or attention through social media sites.Social Selling- Sales technique that starts via social networking sites such as Facebook and Twitter.Real Answer:Both.

Whos the expert?You! Social Selling in the Enterprise: Turning Sense into Dollars

#BtoBLive8The Loggly Story: Why we existRevenue Model: Bottoms up!Buying Process: See-try-buyCompany breakdown: 24 people, 22 write code

Our Revenue Funnel: When dealing with MRR, social insight is crucialLow cost of ownership = lower pain to switch


#BtoBLive9

Get closer to the data, and your customersHow well do you know SQL?Leverage technology to set data freeReinvent only the REALLY cool wheelsSocial Selling in the Enterprise: Turning Sense into Dollars

#BtoBLive10Got Buzz?

Leveraging Social across the Marketing Ecosphere:Branding, Awareness and PositioningTop of Funnel: Campaigns to Content CreationBottom Funnel: Nurturing and SalesCustomer Loyalty: Creating promoters, for cheapSocial Selling in the Enterprise: Turning Sense into Dollars

#BtoBLive11What is Sentiment Analysis?Sentiment analysis aims to determine the attitude of the author with respect to the topic or content.

How can it help the B2B Marketer?Better understand your audience (and pain-points)Accurate picture of the competitive environmentIdentify competitive differentials to leverage


#BtoBLive12Social Power: Branding, Awareness and PositioningLearning: I have my job cut out for me.


#BtoBLive13

Social Power: Branding, Awareness and PositioningMarket Landscape


#BtoBLive14Social Power: Branding, Awareness and PositioningAudit: Analyst Landscape


#BtoBLive15Social Power: Branding, Awareness and PositioningAudits: Analyst Landscape


Future Stars!Bring audience to them!

Awesome, BFF!Save your time,limited upsideDiamond in rough,Nurture and educate!

INTELLEGENCEEFFECTIVE REACH#BtoBLive16Social Power: Branding, Awareness and PositioningCreating Buzz at Events, finding killer swag


#BtoBLive17Top of Funnel: Content is King, Context is QueenCan I say the F word? Friction is everywhere. Fix it!

Example: Social Feedback and InsightsFlamed Socially = Get better on campaigns!Support your KPIs = Optimize Customer ExperienceEnrich your leads and SEM = LinkedIn #FTW!Social Selling in the Enterprise: Turning Sense into Dollars

#BtoBLive18Bottom Funnel: Leverage User Generated Content

Example: Evergreen Free Content and Silver Bullets#twestimonials = micro case studies to drive new trialsCompetitive Radar: Find threats and leverage


#BtoBLive19Creating Promoters: Smart and Inexpensive

Example: Balanced Feedback and Hero CreationBoard of advisors feedback, vet it sociallyGamification from product use to add value


#BtoBLive20

Social Selling: It Works!

Use Power For Good:Finding Voice of your BrandEnriching leads & OpportunitiesEconomies of ScaleIts FREE!*Social Selling in the Enterprise: Turning Sense into Dollars

* Data is free, insights are extra#BtoBLive21

Social Selling Gone Bad

Avoid Doing Evil!

Social Ambulance Chasing: #TakeHighRoadBait and Switch: #Fail #Delete #BlacklistSocial Stalking #fail #unsubscribe #DontBegSocial Selling in the Enterprise: Turning Sense into Dollars

#BtoBLive22Social Selling in the Enterprise: Turning Sense into Dollars

Last tip: get a great mascot. #MascotMatrix

#BtoBLiveThanks Questions?


Dave EwartDirector of Marketing and Revenue, Loggly@clickbyclick

Tom GrubVP of Product Marketing,Marketo@marketo

#BtoBLive24

Social Selling in the Enterprise: Turning Sense into Dollars

Documents

Transcript of Social Selling in the Enterprise: Turning Sense into Dollars