1.
Meet Your Experts:
Kieran Flanagan
International Marketing Director
HubSpot
@searchbrat
Amy Stephens
Marketing Manager
LinkedIn
@MillerAmyl

2.
Agenda
#SocialSelling
How to Use Social Selling to …

3.
Leveraging your social brand to fill
your pipeline with the right people,
insights and relationships.
#SocialSelling

4.
#SocialSelling

5.
Attracting the right people with an
#SocialSelling
online presence
1

6.
#SocialSelling
Optimise Your LinkedIn Profile
Attracting the right people starts with setting up your profile

7.
Don’t Use Your Title as Your Headline
Answer two questions: Whom do you help, and how do you help them?
LinkedIn Confidential ©2013 All Rights Reserved
Who How

8.
Keep Your Profile Public
There’s no trust in anonymous
“30% of the people whose profile
you view non-anonymously will
view yours back.” - LinkedIn
#SocialSelling

9.
Move leads through the funnel
#SocialSelling
with content
2

10.
Great content is the
best sales tool in
the world.
@TheSalesLion
#SocialSelling

11.
“People who consistently share content
get 2-3x the number of unsolicited profile
views.” - LinkedIn
#SocialSelling

12.
MARKETING MARY
• Professional marketer (VP, Director, Manager)
• Mid-sized company (25-200 employees)
• Small marketing team (1-5 people)
• BComm (BU), MBA (Babson)
• 42, Married, 2 Kids (10 and 6)
Goals:
• Support sales with collateral and leads
• Manage company communications
• Build awareness
Challenges:
• Too much to do
• Not sure how to get there
• Marketing tool and channel mess
Loves HubSpot because:
•Easy to use tools that make her life easier
•Learn inbound marketing best practices
•Easier reporting to sales and CEO
#SocialSelling

13.
Create content that adds
value, solves a pain point, or
just entertains.
You need to create valuable content assets for your buyer personas.

14.
HubSpot Example 1

15.
HubSpot Example 1

16.
Ask Sales: “What are our
customers questions, challenges
and pain points”

17.
Arm sales with all
the content they
need.

18.
Ebook w/ LP /
Month
CREATE A
CONTENT ENGINE
#SocialSelling

19.
Ebook w/ LP /
Month
CREATE A
CONTENT ENGINE
Blog Posts /
Month
#SocialSelling

20.
Ebook w/ LP /
Month
CREATE A
CONTENT ENGINE
Blog Posts /
Month
Social Posts /
Month
#SocialSelling

21.
Turn your sales employees into influencers on
LinkedIn.

22.
3 Use social media to hit your quota
#SocialSelling

23.
“Cold calls only have a 3% success rate”

24.
#SocialSelling
Find New Prospects
1
2
3
Become an expert in your niche
Request a warm introduction to
your third degree network
Use your company’s network

25.
Monitor Your Prospect’s Social Activity
1
2
3
Be Yourself
Be Helpful
Provide Value
Tailor your communications
Remember, if you wouldn’t do it offline,
don’t do it online
4
5

26.
#SocialSelling
JOIN THE CONVERSATION

27.
SEND TO YOUR SALES TEAM
This will help you
close more deals

28.
Research before you Call
Look for three types of information:
1
1
Role Specific: What are they
responsible for?
Goal-Specific: What are the targets
they need to hit in their role?
Common Ground: Find some sort of
tie back to you, a colleague,
experience, etc.
#SocialSelling
2
3

29.
InMails + Emails = 33% Higher
Response
#SocialSelling

30.
#SocialSelling

31.
Q&A
#SocialSelling
Amy Stephens
Marketing Manager
LinkedIn
@MillerAmyl
Kieran Flanagan
Marketing Director
HubSpot
@searchbrat
#SocialSelling