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Social Media and how to orchestrate a campaign

How to orchestrate a social media plan for B2B Marketing & Sales Teams in 2013

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Transcript of Social Media and how to orchestrate a campaign

commit
Hosted presentations create measurable views.
a lot
a handful
attachment
remarkable
Make your Content Engaging
HOW?
Let's Stop Making Noise
Where they have
a great
View
trust
interest
emotional
Highlight industry wide issues
rational
Deploy
Evaluate
unique by offering
Communicate with Clients
Tools & Content help you provide Transparency & Authenticity
Bl g
Bl g
In association with
Social Media
experience
Clients have moved
ONLINE
Hit play
TOOLS
METHOD
CONTENT
SKILLS
ORG
(inside sales teams)
Transactional Sales
Consultative Sales
(Sales Managers)
Strategic Sales
(Sales Superstars)
This Impacts all areas of Sales
Consultative Sales
(Sales Managers)
(Sales Superstars)
Strategic Sales
Interest
Scale Success
Dan, clients are consulting online. What do I do?
Same as you always have done!
What do you mean?
But how do I do that?
Cold Calls
Tradeshows
Client Visits
Dan Adams
Sales has not changed much
to look for answers
Views
Engagement
Invite to events where experts share use-cases
Deployment Issues and how to fix
Let's stop the noise - and start making music
selling
helping clients
The Future of Sales Is NOW - 2012
Create Persona(s) of client(s)
Develop the Clients Journey
Match Content to the Journey
Transform LinkedIn profile
Start today!
Start a consultative BLOG
Create a personal story
Prezify a PowerPoint
Tweet? First Listen, Learn then Tweet!
http://www.FutureOfSalesIsNOW.com
Jacco J. vanderKooij & Daniel J. Adams
Follow
Share
Engagement
Help your clients solve problems, better yet, help them before they have problems
Build a Relationship, earn to become a Trusted Advisor
not just Transactional Sales
but also
Consultative Sales
earn trust
present trade-offs
share the love
transparancy
me
get noticed
provide ideas
?
Why do we need Social Media
in B2B Sales
Mike Myatt, CEO.com
Their message is
Stop Selling!
"Engage me, communicate with me, add value to my business, solve my problems, create opportunity for me, educate me, inform me,
but do not try and sell me. It will not work!
".
Interactive content explains complex matter & engages.
Detailed analytics can turn engagement into action
Bl g
Trust Triangle Selling
Jacco vanderKooij
The Future of Sales is NOW
Start & maintain a BLOG on what you hear & see out in the market
Become a trusted advisor by 'sharing' industry insights with your network
Tweet to a broader audience to develop new relationships, aim to 'follow' you
and Start Producing Music
Commit
Share relevant research from independents
Bl g
Clients who are doing research (online) are building an emotional attachment
Trust Triangle Sales
Bl g
Use-case and success stories
Bl g
Prezify & tell your story
Upload & Share
Measure & Analyze
How use your PPT library online?
Reduce to <400 words
Turn into a BLOG post
Add a telling visual
Bl g
Shorten it to 30-60secs
Turn it into video clips
Add a call to action at end
Bl g
BASS
DRUM
SYNT
1
4
4
4
2
4
pace
unique by division
unique by market
Allows to build a relationship (elective) during the consultative part of the journey when clients are building an opinion - doing research online.
BEFORE they rationalize their decision (speeds & feeds)
rationalize
emotional
Match a clients phases
Mirror Your Client
anno 1930
How to use a white paper online?
How to use your corporate videos?
Views vs. Engagement
Step 2-2: Use simple tools & share content. Learn what works
Step 3: Setup infrastructure to be where your clients are
Step 4: Create a journey & destination
Step 5: Pick a Methodology
Scale Your Efforts
Step 7:
Action Plan
CONTENT
METHOD
TOOLS
The Future of Sales Is NOW - 2012
The Future of Sales Is NOW - 2012
https://twitter.com/IndoJacco
Tune to:
Participate in the conversation
Orchestrate
Make your Content Engaging
Step 2-1: Re-use existing content that is meaningful, then create what is missing
Orchestrate the pieces
7
Understand your Client
Scale your efforts
Earn to be a Trusted Advisor
Understand the Journey
Communicate w/ the Client
Engage your Client
Steps
to success
peer reference
Step 6: Use New Tools
www.futureofsalesisnow.com
Step 1: Identify a client that reflects your target, and write down 10 characteristics
Personas that Reflect Your Clients
Michelle
Head of Marketing
New to Social Media
Owns a motor cycle
Loves an iPad
Head of Sales, 20 people
On LinkedIn but nothing else
Ski's and plays Golf
is a footbal fan
Michael
15 page whitepaper
7 minute corporate video
do I have a problem?
what is it?
what are my options?
can I test it out?
is this the right choice?
Can I trust you?
will it work, on-time & within budget?
how do I tell other departments?
and terminology
NOT the 'sellers' internal sales process (lead, qualified, opportunity, nego, won/lost)
Move the goalline from a Purchase Order
or even the successful trial deployment to
Successful use within the clients corporation
NOT just a Press Release, and certainly NOT on cold-lead generation
Build around feedback of a client acting as a reference
http://tinyurl.com/au6qjb5
http://tinyurl.com/a228v6g
www.prezi.com
Marketing & Sales
Sales analyzes Persona(s) and
Marketing & Sales
Members of Sales team
Marketing to
that shares field knowledge
Sales to
Prezi developed by:
#Indojacco
and/or
FutureofSalesisnow.com
Jacco vanderKooij
Full transcript