We know you're serious about boosting pipeline and revenue. That’s why we know you understand the time is now to drive sales using social media. After all, you’ve seen firsthand how social media can dramatically improve sales. In this webcast, you'll learn how to: • Establish goals to measure and manage social selling and get results • Create a plan to ensure adoption and success • Track your team’s individual sales activities • Keep your reps motivated to stay the course • Continually tweak the program to yield better results over time

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The Sophisticated Sales Manager’s Webcast to
DRIVING SOCIAL MEDIA
ADOPTION AND REVENUE

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SPEAKERS
KOKA SEXTON
Senior Content and Social
Marketing Manager
LinkedIn
@kokasexton
DARREN MARBLE
CEO
CrowdfundX
@darrenmarble
SPEAKERS

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Start by establishing
meaningful – yet attainable –
goals in order to measure the
results of your initiative.
SET GOALS
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 Understanding your business need
 Qualified leads
 Sales pipeline
 Better intelligence
4
What do you expect?

5. SALES SOLUTIONS©2014 LinkedIn Corporation. All Rights Reserved. 5
Create a professional brand
Develop a complete LinkedIn profiles that
defines who you are and adds credibility,
while also sharing content that shapes
your brand.
81% of buyers are more likely to engage
with a strong, professional brand.

6. SALES SOLUTIONS©2014 LinkedIn Corporation. All Rights Reserved. 6
50% of buyers are less likely to engage if
they aren’t the right person to contact
about a new product/service.
Find the right people
Identify the right prospects through
LinkedIn Search and second-degree
connections, which can transform cold
outreach into a warm introduction.

7. SALES SOLUTIONS©2014 LinkedIn Corporation. All Rights Reserved. 7
89% of buyers are less likely to engage if
the product/service is not relevant to their
company.
Engage with insights
Discover and share conversation-worthy
updates to create and grow your
relationships.

8. SALES SOLUTIONS©2014 LinkedIn Corporation. All Rights Reserved. 8
90% of decision makers never answer a
cold call.
Build strong relationships
Strengthen your network by connecting
and establishing trust with decision
makers.

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Using LinkedIn Effectively
©2014 LinkedIn Corporation. All Rights Reserved. 9
Number of connections
The average social media user has
930 connections, a number that can
be used as a measuring stick during
reviews.
Connections at key accounts
The average B2B sale today typically
involves 5.4 decision makers.
LinkedIn Group participation
Sales reps are 70% more likely to
secure an appointment when
reaching out to a prospect via a
LinkedIn Group.

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Using LinkedIn Effectively
©2014 LinkedIn Corporation. All Rights Reserved. 10
Number of personalized connection
requests
Sales reps focused on new business
who exceed their quota send 148%
more connection requests each month
than those who do not hit their quota.
Extended Network Leverage
Prospects are 5x more likely to engage
with a salesperson referred by a mutual
acquaintance.
Engagement rate
81% of buyers report they’re likely to
engage with sellers who have a strong
professional brand.

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The success of any initiative
hinges on a well-considered,
well-executed plan.
CREATE A
PLAN
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 Draft the goal
 Write it down
 What is the process
 How is it measured
 Definition of success
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Social Selling Planning

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GENERATE AWARENESS
76% of B2B buyers prefer
vendors referred by people
they know.
92% of B2B buyers start
their search for a solutions
to their problem online.
54% of salespeople who
use social media can track
their usage to at least one
closed deal.

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EDUCATE AND TRAIN SALES REPS
 As many as 75% of salespeople say they’ve received no formal
social media training at work.
 Deliver basic training to everyone in the program and host in-
person sessions with both large groups and individuals.
 Develop tiered training to encourage reps at various levels to
become more socially engaged.
 Create tailored training sessions for managers to help them
improve their teams’ overall SSI.
©2014 LinkedIn Corporation. All Rights Reserved. 14

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Marketing & Sales – The Old Paradigm
LinkedIn Confidential ©2013 All Rights Reserved
1:M 1:1
Marketing Team Sales Team
Awareness Trust
Brand Connection
Buyer’s Journey

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Marketing & Sales – A New Paradigm
LinkedIn Confidential ©2013 All Rights Reserved
1:M 1:F 1:1
Marketing Smarketing
Nurturing
Selling
Awareness Knowledge Trust
Brand Content Connection
Marketing Team Sales Team
Buyer’s Journey
CONNECT THE DOTS BETWEEN SALES AND MARKETING

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You’ll never know how well
you’re working toward your
goal unless you measure
progress.
TRACK
PROGRESS
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Create a Professional Brand
 Is your profile complete?
 Do you include rich media in your
profile?
 Are you receiving endorsements?
 Are you publishing long-form posts?
 Are you gaining followers from posts?
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Find the Right People
Prospect efficiently with powerful search and research capabilities:
 Are you logging into LinkedIn daily?
 Are you using LinkedIn Search?
 Are you viewing other LinkedIn profiles?
 Are you viewing third-degree connection profiles?
 Are people viewing your profile?
©2014 LinkedIn Corporation. All Rights Reserved. 19

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Engage with Insights
 Discover & share valuable information to initiate or maintain a
relationship
 Are you engaging with people’s posts? (via likes, comments and shares)
 Are people engaging with your posts?
 Are you joining LinkedIn Groups?
 Is your InMail response rate at least 10%?
©2014 LinkedIn Corporation. All Rights Reserved. 20

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Build Strong Relationships
 Expand your network to reach prospects and those who can
introduce you to prospect
 Are you connecting with second- and third-degree connections in
your network?
 Are you connecting with VP+?
 Are you connecting with co-workers?
 Is your acceptance rate when sending connection requests at least
20%?
©2014 LinkedIn Corporation. All Rights Reserved. 21

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UNCOVER SUCCESS STORIES
 Use SSI as a KPI for your sales teams
 Collect the stories from how social selling won the deal
 Track win rates based on Sales Navigator use
©2014 LinkedIn Corporation. All Rights Reserved. 22

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Using social media for sales is
not just another methodology
– it’s a new mindset and your
sales reps will need
encouragements to stay the
course.
STAY
MOTIVATED
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Make it a game
 Keep it short – Run contests no longer than 30 days in order to
maintain interest and a sense of urgency.
 Give a reward for performing the action – Rewards are a core,
motivating factor for continued participation in the program.
 Provide well-timed reinforcements – Proper timing reduces the
chance of employee boredom.
 Make it trackable – Make it easy for your team – and yourself – by
using metrics that are tallied automatically by LinkedIn, in real time.
©2014 LinkedIn Corporation. All Rights Reserved. 24

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Social Selling Adoption
 Host a Sales Social Hour – Dedicate one hour per day or week
when your sales team is focused on social media activities
 Initiate “Profile Month” – Assign a certain month when everyone
is expected to update their profile; create and share profile training
materials with your team so they understand best practices.
 Public recognition – Tie social media success into your quarterly
sales awards, such as by giving an award for the “Best Example of
Selling using Social Media in Q1”.
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Take steps to increase the
likelihood of success and
continually tweak the program
to yield better results over
time.
IMPROVE
RESULTS
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High SSI has an impact on the employee
©2014 LinkedIn Corporation. All Rights Reserved. 27

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The Sales Team Becomes More
Inspired
We surveyed 100,000 professionals on
LinkedIn and asked them how often
they felt inspired at work. We found that
those with higher SSI scores rated
higher on the LinkedIn Inspiration Index.
©2014 LinkedIn Corporation. All Rights Reserved. 28
The Sales Team is More Likely to
Exceed Quota
Sales professionals who use social
media are 51% more likely to exceed
quota.6 So when social media adoption
scales to the entire team, the output
also scales.

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