TSL Marketing Webinar: Social Media for B2B Sales Development1. Welcome to the Webinar
Developing B2B Sales Pipeline
Through
Social Media Marketing
www.tslmarketing.com | www.tslchannels.com
2. Overview
B2B Social Media? Really??
Different perspectives
Noise
Webinar Goals:
Build new business – short term
Build an asset – long term
Community & Credibility
Make it systematic
© 2010. TSL Marketing. Proprietary and Confidential.
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3. Agenda
Typical Failures in B2B Biz Dev
Through Social Media
“Pull” Activities
“Push” Activities
Competitive Targeting
Workload Challenges
Case Study
Best Practice Take-Aways
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
4. TSL Marketing
Dublin
Montreal
Boston, MA
Dubai, UAE
Columbia, MD
Singapore
Pune, India
Providing B2B Marketing & Business
Development Support Worldwide Since 1999
300+ Full-Time Employees
Europe – increasing focus on social media
www.tslmarketing.com | www.tslchannels.com
5. Context
Main Components of B2B Social Media for
Our Purposes today.
© 2010. TSL Marketing. Proprietary and Confidential.
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6. Typical Failures
Only People You Know
Conflicting opinions & camps
Non-Systematic, Non-Strategic
Ad hoc
No Sales Goals
Where’s Your Sales Process?
No Nurturing Goals
Low Value Content
Lacks subtlety
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7. Two Directions
“Pull” Activity
Opening Communication Channels
with New Relevant Contacts
Building a Community
“Push” Activity
Reinforcing Awareness
Building Credibility with Contacts
Establishing “Thought Leader” Position
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
8. “Pull” Activities 1 - Preparation
Market Segmentation and Ideal Contact
Profiling
Aligning Sales People, Products, and Target
Profiles
Refining Sales Person Profiles
Position as Thought Leaders
Reason to Connect
Refining Introductory Text and Follow-On
Message
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
9. “Pull” Activities 2 – Building a Community
Google Plus
Circles, Groups
LinkedIn
Advanced Search, Groups, 2nd & 3rd Levels
Xing
Advanced Search
Twitter
Upload Emails and Invite
Follow Relevant People & Hashtags
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
10. “Pull” Activities 3 – Contact Expansion
Activities
Self-Explanatory
Connect With Your Connection’s
Connections
Account Expansion – domestic / international
Targeted, Strategic
May Require Different Introductory Message
E.g. Current Connection is IT, Expansion
Contact is CEO or Finance
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
11. “Push”
Building Awareness &
Credibility
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
12. “Push” Activities
Traditional perception of best activity for
Social Media
Must Have Calls to Action
Must Encourage Lead Conversion
“Re-Marketing”
Must Be High Value Content
Reinforce Branding & Thought Leadership
Both Company and Individual
Should be Integrated
With Email Campaigns, Events, Etc
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
13. Competitive
Targeting
Your Competitors’ Customers
© 2010. TSL Marketing. Proprietary and Confidential.
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14. Engaging Competitors Customers
LinkedIn, Twitter, Google+
Example: Twitter
Competitors Twitter Account
Check their “Followers”
Not just “Company” – actual “Contact”
Follow Them, they Follow you
Build rapport through thought leadership
Send direct message
Be careful !
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
15. “Workload
Challenges”
Time and Resources
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16. Workload Challenges
Typically 8 man-days per month per Rep
To be systematic, not ad-hoc
Difficult to manage all platforms
LinkedIn, G+, Xing, Twitter, Email, etc
Rapidly changing environment
What’s next?!
Opportunity cost
Sales rep not selling
Content
Expertise and time challenges
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
17. “Case Study”
Real World Example
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
18. Case Study
ERP Company Targeting UK
Email Campaign: 25% of Normal Lead Rate
Tele Campaign: 50% of Normal Lead Rate
Social Media:
400% of Email Campaign
200% of Tele Campaign
Calls Agreed With Prospects
Proposals Sent
Result: Client now 100% Social Media based
business development campaigns
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
19. Key
Takeaways
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
20. Key Takeaways
“Pull” must be Strategic
Market Segmentation, Contact Profiling
Building your own “Community”
“Push” must have Value
Insights, Research, White Papers, Webinars
Specific, Measurable Goals
Agree to introductory call, demo, workshop
Must be Systematic
Not just with Contacts you already know
Workload and Resourcing?
© 2010. TSL Marketing. Proprietary and Confidential.
www.tslmarketing.com | www.tslchannels.com
21. Questions?
Michael Kelly
mkelly@tslmarketing.co.uk
+353 1 687 7991
www.tslmarketing.com | www.tslchannels.com