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Taking Flight with Social Selling: Strategies for Engaging B2B Buyers

Join Mary Shea, Principal Analyst, and Danielle Hall, Director of Global Sales Enablement at Genesys, on April 4, 2017, as they delve into the world of social selling. Explore how B2B buyers have become more empowered, the changing landscape of sales, and the impact of social engagement on sales efforts. Discover why social selling is essential in today's market and how it outperforms traditional methods. Learn valuable insights on connecting, launching, and sustaining a social selling program successfully. Find out the different types of social sellers and determine where you fit in the spectrum - whether a Celebrity, Expert, or Novice. Don't miss this opportunity to enhance your social selling strategies and meet B2B buyers on their terms!

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Taking Flight with Social Selling: Strategies for Engaging B2B Buyers

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  1. WEBINARTaking Flight With Social Selling Mary Shea, Principal Analyst Danielle Hall, Director, Global Sales Enablement, Genesys April 4, 2017. Call in at 12:55 p.m. Eastern time

  2. It’s time to meet B2B buyers on their terms!

  3. “ B2B buyers are more empowered Source: B2B Inside Sales: "Inside Or Out?" — That Is The Question Forrester report Now Before Information Information Technology Location Price Location Price Institutions Institutions Customers Customers “Two years ago, we coined the term “new age seller.” The buyer’s journey has changed for the sales rep. Control has shifted away from the salesperson, as sales is no longer the sole provider of information.” — Linda Connly, VP global inside sales, EMC

  4. Social engagement restores the balance Source: Embrace B2B Social And Meet Buyers On Their Terms Forrester report “Social selling is an acknowledgement of the buyer having the control of information and using a mechanism to get back on equal footing with them.” — Greg Tirico, senior manager for advocacy solutions, Sprout Social

  5. Why social selling, and why now?

  6. Source: Forrester/Internet Retailer Q2 2014 Global B2B Sell-Side Online Survey and Forrester/Internet Retailer Q2 2014 Global B2B Buy-Side Online Survey*Source: Forrester’s Q4 2012 Global Executive Buyer Insight Online Survey B2B sellers face disintermediation 92%of B2B purchases start with search.* 74%of B2B buyers say purchasing from a website is more convenient. 53%of B2B buyers find going online superior to interacting with a salesperson. 75%of B2B buyers use social networks to learn about different vendors. 90%of executives won’t take a cold call.

  7. Traditional channels such as phone, email, and even face-to-face are fatigued.

  8. There are more complexities in the buying process Source: Millennial B2B Buyers Come Of Age Forrester report

  9. Seventy-three percent of Millennialsare involvedin making decisions for their firms.

  10. Eighty-five percent of Millennials are members of a social networking site, and 23% use social more than three hours a day.

  11. Is 2017 the year of social selling?

  12. Marketers rate social as a key channel Source: Add Social Selling To Your B2B Marketing Repertoire Forrester report B2B marketers rate social as one of their three most effective demand-generation tactics.

  13. B2B social sellers outperform their peers Source: Add Social Selling To Your B2B Marketing Repertoire Forrester report 72% of B2B social sellers outperform their peers. “It’s going to be ubiquitous, and it’s going to be required versus optional.” — Danielle Hall, director, global sales enablement, Genesys

  14. Reps who embrace social selling have18% greater lead volume and17% more lead conversion than those who don’t.

  15. It’s time to get serious about social selling “Do you have a formal social selling program in place?” who Base: 120 marketing and sales leaders; Source: Forrester’s Q1 2017 International B2B Marketing Panel Online Survey Source: Add Social Selling To Your B2B Marketing Repertoire Forrester report

  16. Linking, launching, and sustaining your program

  17. Five ways B2B companies use social “All of our social programs are connected. Giving employees options as to the content and channel they’d prefer to use for advocacy naturally instills social selling.” — Danielle Hall, director, global sales enablement, Genesys • Engages in research and social listening • Shares buyer-specific educational content • Responds quickly to client and prospect posts • Integrates social activities into daily cadence • Prefers to use traditional methods • Shares pre-curated content • Engages in post-program rollout • Learns from social selling leaders in own organization Source: Add Social Selling To Your B2B Marketing Repertoire Forrester report

  18. Take a programmatic approach Source: Embrace B2B Social And Meet Buyers On Their Terms Forrester report • Creates and shares visionary ideas • Influences across broad networks • Shares thought leadership monthly/quarterly • Follows influencers from other brands • Engages in research and social listening • Shares buyer-specific educational content • Responds quickly to client and prospect posts • Integrates social activities into daily cadence • Prefers to use traditional methods • Shares pre-curated content • Engages in post-program rollout • Learns from social selling leaders in own organization • Doesn’t understand the value of social connections • Uses familiar sales tactics • Doesn’t need social connections to exceed goals

  19. What kind of social seller are you? Source: Embrace B2B Social And Meet Buyers On Their Terms Forrester report Celebrity • Creates and shares visionary ideas • Influences across broad networks • Shares thought leadership monthly/quarterly • Follows influencers from other brands Expert • Engages in research and social listening • Shares buyer-specific educational content • Responds quickly to client and prospect posts • Integrates social activities into daily cadence Social novice • Prefers to use traditional methods • Shares pre-curated content • Engages in post-program rollout • Learns from social selling leaders in own organization Nonparticipant • Doesn’t understand the value of social connections • Uses familiar sales tactics • Doesn’t need social connections to exceed goals

  20. Enable your social sellers Source: Embrace B2B Social And Meet Buyers On Their Terms Forrester report Celebrity Expert Social novice Nonparticipant Understand company social media policies. Provide access to social publishing and listening tools. Deliver guidance on channel- specific setup. Connect to creative resources. Coach on how to customize pre-curated content. Ensure voice consistency and channel relevance. Lend content editing support. Map topics to broader content calendar.

  21. 81%Activation rate Genesys’ initial social selling results: 2014 8 Average logins/month Pockets of usage No official onboarding process Not part of Selling the Genesys Way Limited metrics to track success 7% InMail response rate 47 Genesys SSI

  22. Selling the Genesys Way = social selling Account planning template Widened access Prospecting playbook Customized Salesforce Integrated EveryoneSocial Just In Time Training

  23. 2016 81%Activation rate 97%Activation rate 2014 8 Average logins/month 20 Average logins/month 7% InMail response rate 12% InMail response rate 47 Genesys SSI 61 Genesys SSI

  24. Selling the Genesys Way in action 217 social selling actions Key personas engaged: • CEO • CIO • Chief customer officer • Senior vice president • Director of customer marketing • VP customer experience • Head of global operations • Director of retail services Opportunity created Opportunity closed Apr 26 Jun 29 Saved lead Connected with buyer LEGEND Posted content generating buyer engagement Engaged with Member Post Sent InMail NOV OCT DEC JAN MAY FEB MAR APR JUN “I now have a simple, easy, and effective way to monitor my executive-level buyers.” — Nicholas Dectis, global account manager

  25. Social selling means better outcomes +16% higher win rate when deals are influenced by Sales Navigator. +42% larger deals when deals are influenced by Sales Navigator.

  26. Increasing your impact

  27. Don’t be that salesperson

  28. Do your research Customizable filters “The last few years were about volume of outreach, or ‘spray and pray.’ The next couple will focus on ‘attention currency,’ or, how much of this person’s time has my message bought?” — Aaron Frazin, CEO, Charlie App Contact’s recent activity history Company stats

  29. Know who you’re dealing with

  30. Create a better experience for your buyer

  31. Drive visits to your profile

  32. Remember that social selling is about relationships “As B2B social tools and strategies evolve, be on the lookout for intelligent agents, bots, and other automation tools to drive efficiencies. But remember that people will still buy from people whom they know, like, and trust. Leverage these tools to save time, but layer in your own personalization to create an authentic connection.” — Mary Shea, principal analyst, Forrester Source: Add Social Selling To Your B2B Marketing Repertoire Forrester report

  33. Mary Shea +1 312-802-786 mshea@forrester.com Twitter: @sheaforr

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