The time is finally here for Social Media as a mission critical contributor to B2B technology sales. Here's our presentation on how Social Media’s reputation went from “That’s really more for consumers” to “We made millions of dollars in technology sales through social media” – all in the last twelve to eighteen months. Delta Channel Services - North America hosted a Webinar on this timely topic. Kathy Tito, a recognized social media expert, discussed the impact and implementation of social media on B2B technology--not only marketing but also sales campaigns. She also provided sound advice on how to implement and sustain social media as corporate strategy. Deploying Social Media as a vital part of a corporate marketing and sales mix will significantly improve the way IT companies communicate with their prospects through their Channel Partners in the B2B Enterprise space. The most dynamic global organizations are taking advantage of this cost effective medium in their channel marketing programs to establish strategic and competitive market positioning.

1. Social Media’s New Leading Role in
the B2B Technology Sales Process
© Delta Channel Services – North America, LLC

2. Welcome to our Webinar!
• Welcome and introduction
• Overview of presentation
• Question and answer session at the end of webinar
Erin Winterbottom– Webinar Facilitator
Erin’s experience includes working for Vh1 and MTV as a social and digital media
expert. She developed social marketing strategy for Vh1’s popular website
bestweekever.tv. She was also the Digital Associate Producer for the live MTV talk
show “It’s On with Alexa Chung.” Erin was responsible for the social media
integration of Twitter, Facebook and MTV.com into on-air production. She is
currently the Marketing Communications Consultant for Delta Channel Services –
North America. In addition to managing its social marketing, Erin produces webinars
for Delta and its clients. She has also worked closely with Kathy Tito, producing
webinars and assisting in marketing campaigns for clients of New England Sales &
Marketing.
Slide 3 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

3. Delta Channel Services- NA Overview
Warren Winterbottom, Principal
Consultant & Operational Manager
• Delta has been delivering global channel marketing and sales support to IT
leaders since 1995 from offices in the UK and US with a global team of directors,
consultants, researchers, recruiters & associates
• Delta’s service methodologies have been adopted throughout the world
resulting in optimized revenue producing relationships for clients from start ups
to market leaders
"We have retained Delta many times over the course of the years
with excellent results. They are clearly leaders in Business Development,
Sales Optimization and Partner Management."
IBM Executive
Slide 4 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

4. Services and Outsourced Programs to drive results
Slide 5 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

5. Proven results with market leaders
Delta’s clients include:
Slide 6 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

6. Your participation in this Social Media
Webinar is greatly appreciated!

7. About us
Kathy Tito – President, New England Sales & Marketing
Kathy is a 20-year, sales & marketing veteran from the Greater
Boston high-tech sector. She has a specialty in online marketing
after having launched 700 email campaigns, dozens of lead-
generating websites, and millions of dollars in online advertising
campaigns.
Her firm supports B2B social media implementations down to the
tweet-level. She is among the first in her field to establish highly-
focused social lead generation programs that dovetail with
traditional B2B technology sales efforts. Kathy currently serves
large resellers as well as smaller IT organizations.
She is widely quoted in the book, The New Handshake: Sales
Meets Social Media (by Joan Curtis & Barbara Giamanco)
Slide 9 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

8. Delta’s View – an exceptional opportunity!
• A rapidly evolving community:
 From Social
 To B to C
 To B to B
• An ever expanding list of applications:
 For information interchange
 For opinion and biases research
 For product information
 For aligning marketing and sales through CRM systems
• A communication media that provides an effective and efficient way:
 To reach new customers
 To service existing customer
 To integrate channels of distribution
 To build a customer centric eco-structure that is always “on-line”
Slide 10 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

9. Agenda
Segments:
I The Pivotal Year: 2012
II The State of Social Selling
III Opportunities on the Table
Q&A
Next steps
Slide 11 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

10. Segment I: The Pivotal Year, 2012
Slide 12 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

11. 2012: What Was the Big Deal in Social B2B?
Multiple roles within the B2B technology
industry took social media seriously for
the following practices:
1. Networking
2. Business development
3. Partner / channel management
4. Selling
5. Buying
6. Marketing (Content, thought leadership,
press / industry relations)
Regardless of your role, everyone had an
incentive to participate. Why? Because
your peers (or your constituents) could (Almost) everyone is doing it!
now be found there.
Slide 13 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

12. 2012: From the Study “IT Purchasing Goes Social”
1. 85% of IT decision makers have used at least one social network for making business
decisions.
2. 73% of those surveyed have engaged with an IT vendor on a social network.
3. 59% report being influenced by at least one social network when making a
technology purchase.
4. Approximately 50% report using social networks during each of the five phases of
decision making: gaining awareness, evaluating scope, planning the purchase,
product selection and implementation.
Slide 14 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

13. 2012: What Was the Big Deal in Social B2B?
5. 40% say social networks allow them to quickly find information during a purchase
decision.
6. More and more, IT Decision Makers turn to their individual social networks to
streamline and validate the enormous volume of information they receive. They find
their professional social networks, in particular, to be a place of trust, efficiency,
relevance, and access.
7. 95% percent use LinkedIn, for business purposes. Trusted opinions and information
from peers are the number one drivers of use, as 58% leverage social networks to
learn from peers.
Source: LinkedIn research specifically focused on social media’s effect and, in a separate follow-up study with Research Now, zeroed in on
how these professionals are engaging with LinkedIn, Facebook and Twitter as they navigate the decision making process. In both
studies, they surveyed 400 ITDMs across a diverse range of industries throughout North America.
Called the "IT Purchasing Goes Social", the study aims to understand the growing and pervasive influence social platforms have on
ITDMs so there is greater insight for B2B marketers on how to cut through the noise.
Slide 15 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

14. According to Others
“I think the biggest challenge a B2B marketer has is getting the salesperson to
realize that they have to create their own personal brand online. You have to be
interesting and engaging, so people will want to contact you to add value to them
as a customer.”
Ed Linde II, IBM Inside Sales Manager
Big Blue Fosters Personal Online Branding for Sales Reps
http://www.bootstrapb2bmarketing.com/store/2012/07/18/why-ibm-supports-social-media-for-b2b-tech-sales/
2012 B2B Social Media: A Surge in Adoption
http://www.btobonline.com/section/researchreports11
How B2B Marketers Use Social Media
http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2012/
B2B Marketers Need to Get Real about Social Media
http://www.forbes.com/sites/louiscolumbus/2013/01/17/b2b-marketers-need-to-get-real-about-social-media-and-
customer-engagement/
Slide 16 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

15. 2012: What Was the Big Deal in Social B2B?
As a B2B Marketer: I reduced my cost per
lead for acquiring the attention of B2B
buyers
1. Lead generation campaigns shifted to
social media for filling the top of the
funnel.
• Finding prospects
• Qualifying prospects
• Monitoring prospects
• Engage prospects
Source: business2community / HubSpot
…with laser sharp focus, time efficiency, and
cost efficiency
Slide 17 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

16. 2012: What Was the Big Deal in Social B2B?
As a B2B Marketer: I tapped into a
direct line to the conscience of my
prospects. (Gatekeepers aren’t on
social media!)
2. Social engagement delivered on its
ability to turn the cold call into a
welcome conversation
• Rally around a commonality –
“Oh, I’m going too”
• Collaborate on content
• Cross promote one another
• Understand needs / respond Source: business2community / HubSpot
with excellent timing
…with laser sharp focus, time efficiency,
and cost efficiency
Slide 18 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

17. Social OEMs 2011
• Flaunting their brand (content, leadership)
• Highlighting news via the platforms
• Easier access for journalists, analysts, investors,
partners
• Listening to partners and customers (users)
• Addressing public opinion / customer service in
real time
• Turning into their own media network
EMC TV on YouTube
Less expensively, to a larger audience,
and with greater timeliness
Slide 19 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

18. Social OEMs 2012
• Flaunting their brand (content, leadership)
• Highlighting news via the platforms
• Easier access for journalists, analysts, investors, partners
• Listening to partners and customers (users)
• Addressing public opinion / customer service in real time
• Turning into their own media network
• Monitoring for sales opportunities / growing network
• Generating inbound leads
• Making sales
• Tracking ROI
• Helping partners implement social media
Less expensively, to a larger audience,
and with greater timeliness*
Slide 20 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

19. Social Media 2011: Corporate Impact
• Marketers
 Through 2011 marketers were attempting to find their role in social media
 Benefits
o A new opportunity to lead the way
o New promotional channels for existing content and campaigns
o Lay the foundation with systems and content-generation
 Challenges
o Developing a controlled process
o How to represent their company / themselves
o Organize an ecosystem
o The poor reputation of B2B Social Media
 Difficult to implement
 Difficult to demonstrate ROI
Slide 21 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

20. Social Media 2012 : Roles and Responsibilities Unfold
Role Social Responsibility
CMO Brand building:
Establish policy
“Chief Content Officer”
Messaging
Infrastructure
Marketing Leadership Brand management:
Manage content
Manage campaigns
Track engagement
Collaborate with sales
CEO, CTO, CIO Thought leadership:
Maintain blogs
Sales Team* Engagement: Leverage corporate
content to engage (LinkedIn, Twitter,
Facebook)
Technologists / Solutions Architects Demonstrate technical strength:
Maintain / contribute to blogs
Participate in forums
Slide 22 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

21. Social Media 2011
A Case Study
Client: Large Hardware Reseller
Opportunity:
Position its team as solution providers and
thought leaders. People that customers
would want to work with.
Expand its online footprint
Brand the company more cost-effectively
Engage with influencers*
Slide 23 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

22. Social Media 2011
A Case Study
4 Month Results
• A corporate social media policy was in place.
• A team of 6 elite bloggers were fully-trained and
generating content on a monthly basis.
• The content was syndicated across a growing
network of online properties used by prospects,
partners and press.
• Blogs were generating 4X more web traffic than the
corporate website.
• Other business lines were adopting best practices
Slide 24 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

23. A Question for You
How is your company currently using social media? (Check all that
apply)
1. We are not on social media
2. I don’t know, corporate takes care of that
3. We are finding net new prospects
4. We are interacting with prospects or customers
5. We are interacting with partners
Slide 25 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

24. Segment II: The State of Social Selling
Slide 26 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

25. Social Media 2012 and beyond: What is possible?
 Meeting your prospect
database on LinkedIn and
Twitter
 Monitoring for buying signals
 Creating engagement
opportunities – taking it offline
 Filling the sale pipeline with
social leads and intelligence
 Nurturing leads
 Attracting inbound leads
 Monitoring ROI
Slide 27 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

26. The Channel Ecosystem
Do not buy steak from a fish monger!
Slide 28 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

27. The new snake oil salesman of 2012 +
123rf.com
Slide 29 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

28. Social Media Now: A Case Study
Client: IT Consultancy
Opportunity: Sell high-end consulting to high-end Decision Makers at F500.
After engaging via teleprospecting / appointment setting alone yielded a
high cost per lead, it was time to revisit these targets via social media.
Attempt to reduce a $1200 cost per lead while establishing a more
meaningful relationship.
Slide 30 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

29. Social Media Now: A Case Study
Case study
Results:
• Launched a high-conversion Twitter experience that captured 80
relevant contacts within 2 months.
• Have an easier time engaging by phone and holding relevant,
mutually-beneficial discussions with contacts that kick off long-
term relationships.
• Have new opportunities to engage with like-minded contacts to
develop business partnerships and advocates.
• Taking advantage of this opportunity to grow a professional
consortium – a specialized community or “tribe” that goes beyond
a social media group.*
Slide 31 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

30. A Question for You
At what level are you networking via Social Media?
1. I am using it to meet and engage with new contacts. We sometimes
connect offline.
2. I may connect with people online (follow them), but it stops there.
3. I am not growing my network on social media.
Slide 32 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

31. Segment III: Opportunities on the Table
Is your social media strategy resulting in better connectivity with partners,
customers and other influencers?
Slide 33 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

32. What’s Old is New Again
The New Corporate Event selling have been re-tooled for today’s
Traditional ways of requirements
LinkedIn
Twitter The New Cocktail Party The New Corporate Event
Facebook
Twitter The New Golf Course The New Cocktail Party
Skype/GoToMeeting The New Sales Call
Facebook The New Golf Course
Video The New Book
Skype/GoToMeeting The New Sales Call
Blogs The New Book or White Paper
Video The New Book
Blogs The New White Paper
Slide 34 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

33. Opportunities on the Table
Treat Social Media as you would any
established process that you have in place
Channel communications
Customer service
Prospecting
Lead generation
Selling
Process, Process, Process!
Slide 35 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

34. Opportunities on the Table
1. Alignment between Marketing and Sales
2. Content is a strategic sales opportunity
3. Video’s potential on a personal level is still untapped
4. Alignment with the technologists
5. CRM integration
6. Executive involvement
7. Social Sales Nirvana: Achieve the 2 Levels of Social Media
1. Corporate
2. Individual contributor
Slide 36 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

35. Social Media 2013: A Case Study
Client: A large reseller
Opportunity: Begin building social engagement strategy
Results:
• Within one month, trained two sales groups
• Systematically engaged prospects and partners
• Within 1 quarter, developed a growing database of social
engagement opportunities
• Put a process in place to monitor the database to develop A
Leads and B Leads
• Activity has transitioned into an accepted lead generation
campaign and a method of ongoing communication*
Slide 37 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

36. Partners in Delivery Productivity
New England Sales & Delta Channel Services
Services
Marketing – North America
Analyzing  Determining the potential for
each lead generation vehicle
 Identifying the real market
opportunity and the best
distribution channels.
Planning  Plan the approach that will
optimize program ROI
 Establishingrealistic programs to
exceed expectations.
Enabling  Balance corporate resources
and external contribution /
 Implementing specific tactics
& infrastructure to minimize risk
training and exploit opportunities.
Managing  Provide ongoing program
support
 Providing professional
leadership & experienced
operational expertise.
Evaluating  Monitor, harvest and report
opportunities
 Evaluating current practices ,
compare them to standards, &
propose effective modifications.
Slide 38 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

37. Q &A
Slide 39 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

38. Next Steps
Offer:
 In appreciation for your participation, we are offering you a 45-minute
telephone social media consultation to determine your potential and
your partners’ potential to conduct social business.
Logistics:
 Send us an email:
o warren.winterbottom@deltachannels.com
o ktito@newenglandb2bmarketing.com
 Suggest a few dates and times
 We will promptly respond to set up your consultation
What’s Next:
 Today’s presentation was recorded and will be made available to you
on YouTube
 Please join us for our next webinar, “Introduction to BOT: Build, Operate
and Transfer Offshoring” on Wednesday, March 27 at 1:30pm EST
Slide 40 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC

39. Thank you for joining us!
Slide 41 EXPORTINGCONSULTINGRESOURCINGOFFSHORING ©Delta Channel Services – North America, LLC