The document describes a typical day for social sellers at LinkedIn, including account executives and sales development specialists. It discusses how social selling involves prioritizing accounts and prospects, engaging them through LinkedIn, and collaborating across roles. An example day involves an AE using a sales development specialist's inbound lead to re-engage a key decision maker and close a $20,000 deal within two weeks.

1. A day in the life of a
LinkedIn social seller

2. Today’s Speakers
John Kuhns
Senior Account Executive
LinkedIn Sales Solutions
Andy Kellam
Head of Mid-Market Sales
LinkedIn Sales Solutions
Gabe Diop
Sales Development Specialist
LinkedIn Sales Solutions

3. Agenda
• Why social selling? What is social selling?
• A day in the life of a social seller part 1: AE & SD Partnership
• A day in the life of a social seller part 2: AE Workflow
• A day in the life of a social seller part 3: SD Workflow
• A day in the life of a social seller part 4: AE & Manager Partnership
• Q&A

4. Why social
selling?

5. Source: Brent Adamson, Author, The Challenger Sale.
Simplifying Truth #1: We are all
selling the same thing.
Change.

6. Simplifying Truth #2: Your customers
won’t change to you if you’re not
talking to them.

7. 5.4 ­ people are involved in the average
B2B buying decision
75% ­ of B2B buyers
use social media to
inform themselves on
vendors
90% ­ of B2B decision
makers never respond
to cold outreach
75%
90%

8. How we do we define social selling?
• Is it using a tool, a methodology,
or a blend of the two?

9. The Components of Social Selling
Create a
professional brand
Find the
right people
Engage with
insights
Build strong
relationships
Each component is part of your Social Selling Index (SSI) score
and valued at 25 points for a total possible score of 100

10. 2x
The Impact of Social Selling
New clients
Meetings secured
Opportunities generated

11. Do it all the time,
not just the beginning

12. AE/SD Partnership

13. Account Prioritization
• Which companies make sense for me to
work on
• Which companies should the SD work on
• Plan approach

14. Prospect Prioritization
• Who are we reaching out to?
• With what message?
• Division of Labor

15. Building Pipeline

16. Find the right people
Lead Builder is critical in preventing leads from slipping through the cracks

17. Reach out at the right time
Listen for social triggers to help you engage

18. Leverage the power of relationships to boost win rates
A decision maker is 5x more likely to talk to me if I’m introduced to them

19. If no relationship is there, use insight
Every other salesperson has a name and a title—how is your outreach unique?

20. Reach out to multiple stakeholders
The average deal includes 5.4 people whose opinions dictate buying or not buying

21. Tips for increasing
response rates
• Use insights about the prospect’s
company to personalize the InMail
• Mention:
• Prospect’s experience
• Items from their profile
• What you know of their company,
industry or a recent post
• Keep to a relatively informal tone
offering a conversation, not a hard
sales message

22. RE: LinkedIn Sales Solution and Company ABC
George Thomas CEO, Company ABC
July 24 2015 3:59PM

23. Growing Deals &
Mid-stage Deals

24. Tips for increasing win rates
and deal size
Use Lead Recommendations and Saved Searches
• Are there other buying centers?
• Are there higher-ups that can be a supporter?
• Are there new hires who are potential buyers?
Be agile, there’s more than one way to skin a cat
• Decision makers aren’t always signers
• Use social insights to weave into your messages
• Transparency is your friend
Aim to provide insight and context in each conversation
• Don’t let connections go cold, keep leaders who you’ve
engaged with updated of what’s happening

25. SD Workflow
Engaging prospects & building relationships

26. The Challenge for SDs
• How do we produce a high volume of
outreach while maintaining great
quality?
• How is Sales Navigator the best
solution to solve this problem?

27. Partnership with AE
• How do I ensure my AE overachieves
his quota?
• Division of Labor (account level,
prospect level, etc.)
• Collaboration (insights, alerts,
groundswell, C-level buy in, etc.)

28. Inbound & Outbound
• Find the Right People Quickly (buying committee)
• Engage With Insights (business & personal)
• Build Strong Relationships (uncover warm introductions)

29. 29
CRM Widgets
View LinkedIn data within your CRM
What Does it Do?
• Search for people on LinkedIn from within your
CRM and view profile details including photos,
current roles, and work history.
• Uncover the best way to get introduced through
TeamLink
• Find new leads directly in Salesforce with Lead
Recommendations
• Get Account & Lead Updates including news
mentions and job changes when viewing accounts
in Salesforce.
Why Does it Matter?
View LinkedIn information
where you’re already
tracking your other sales
activity. Turn your contact
records into rich profiles by
seeing LinkedIn information
directly in Salesforce &
Microsoft Dynamics
• Turn your contact records
into rich sources of insight
• Plus, see which of your
colleagues could introduce
you
• Get updates including news
mentions and job changes
when viewing accounts.
• Search for the right people
using Premium Search filters –
within Salesforce.
• Discover other relevant leads

30. Inbound Example

31. 31
Multithread

32. Partnership with AE
• Saw AE had previous opportunity with
the 3rd lead recommendation who is
the ultimate Decision Maker
• AE used inbounds lead to re-engage
DM
• 20k deal closed within 2 weeks

33. Outbound: Timing Example

34. 34
TeamLink (serendipity)
Engage through your company’s network
What Does it Do?
• Quickly and easily identify who on your team can
introduce you to a prospect
• Leverage the TeamLink filter to focus on
prospects within warm connection paths
Why Does it Matter?
Use your company’s
network to uncover the best
way to get introduced.
TeamLink automatically
expands your LinkedIn
network, showing you which
colleagues can help connect
you with prospects and
accounts.

35. 35
Who’s Viewed Your Profile
Quickly see prospects who view your profile
What Does it Do?
• See who’s viewed your profile
over the last 90 days and save
them as potential leads
Why Does it Matter?
Buyers are constantly
researching their sellers to
make purchasing decisions.
Leverage the opportunity to
identify prospects who are
interested in doing business
with you.

36. Personalization

37. Multithreading + Timing = Pipeline
• Before the alert, this opportunity was
dead as two directors of sales said “no”
and former VP of Sales was unresponsive
• After the alert, demo set for 30k
opportunity

38. AE/Manager Partnership

39. Reach out to multiple stakeholders
The average deal includes 5.4 people whose opinions dictate buying or not buying.

40. ● Successful social sellers use Sales Navigator to be
effective at scale
● The use of technology lends to better collaboration across
teams
● Collaboration between roles and teams is critical for
“Multi-threading” into accounts and engaging buying
committees
● Effective “Multi-threading” can impact both deal cycle
time and deal size/growth
Key Takeaways

41. Questions?
John Kuhns
Senior Account Executive
linkedin.com/in/johnbkhuns
Andy Kellam
Head of Mid-Market Sales
linkedin.com/in/andykellam
Gabe Diop
Sales Development Specialist
linkedin.com/in/gabediop
lnkd.in/letschat