5 Reasons to Adopt A Social Selling Strategy

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1 5 Reasons to Adopt A Social Selling Strategy April 6, 2015

2 The concept of using social insights for more efficient selling processes has started catching on rapidly within the more forward-thinking marketing and sales organizations. Most of the marketers we work with need no convincing about the merits of social media and the benefits from using social marketing for their business. Based on our insights, this ebook will outline the top five reasons why you must give a serious look at social for increasing revenue and results. TA B L E O F CO N T E N T S Evolving the Classic Marketing and Sales Funnels...1 Identifying and Predicting New Leads Degree View of Customers and Prospects...3 Understanding Intent...4 Segmenting Campaigns More Efficiently...5 1

3 1. Evolving the Classic Marketing and Sales Funnels The customer journey is changing, and the classic marketing funnel as we know is evolving. Of course, social has a big role to play in it. Consumers now engage with brands across all mediums, sometimes even simultaneously, and it is not uncommon for a consumer to conduct further market research even after the purchase something unheard of during the days of the traditional marketing funnel. Gone are the days when the customer relied primarily on the traveling salesman for information, and when communication between brands and consumers/prospects went one way. Today, the sales process relies on two-way communication,and is evolving into what is now not only the norm but a requirement for all businesses. The world of marketing is faced with an interesting conundrum. On the one hand, they increasingly need to become more relevant to the rest of the organization. More specifically, the social media team within the marketing organization is under pressure to show that the investments that were made in these channels over the last 3-5 years are showing tangible results. On the other hand, despite concerns around privacy, the usage of social channels keeps increasing. 2

4 Social platforms, like Twitter for example, are also contributing to the evolution of traditional marketing. Utilizing disruptive attributes, these channels create real-time, viral, location aware, open source opportunity for brands and consumers to connect immediately on a medium they are personally connected to. These social attributes are clearly sending the classic marketing funnel for a spin by offering brands unprecedented ways to better know their customers and prospects while improving on their current marketing metrics. 2. Identifying and Predicting New Leads If you are in B2B or B2C business channels, social media offers brands a plethora of opportunities to identify and predict new leads, engage them, and then nurture those relationships into brand advocates. Unlike lists acquired via traditional means, people offer a lot of information about their purchase intent and brand preferences on social channels. Also, information shared on social channels could be great triggers for some brand purchases, especially for B2C brands. 3

5 For B2B markets, the intent signals are often not that explicit. However, the ability to identify new leads, predict their interests and understand their complete profile to nurture them on social channels via the Insightpool platform offers an unprecedented opportunity to convert raw leads to marketing qualified leads (MQL) and send them over to sales for faster time to revenue. Most importantly, the ability to track new leads identified on social channels and track them to closure offers marketers the unprecedented opportunity to attribute revenue to the right channels, including social Degree View of Customers and Prospects Every time you acquire an list, you wish you knew more about each of the leads, right? The traditional campaign seems more like throwing darts in the dark. With data available from social channels, you can augment your current leads with their social profiles to get a 360 degree view of your customer. 4

6 You can also identify new leads on social channels and get an entire profile of them before nurturing them or pushing them in your marketing automation platform or CRM. Based upon demographic and interactions, the leads can be scored and MQLs can be handed over to sales. 4. Understanding Intent As mentioned, many times for B2B marketers, the intent signals are often not as straightforward. Even if you are a B2B business, it is people who are buying your products and most likely reaching out to peers to get insights on your solution or soliciting advice on which brand to buy. This is where identification, prediction, and understanding your customer comes into play. The more you understand about your target audience and the action they take, the smarter your approach will be with 5

7 5. Segmenting Campaigns More Efficiently You are about to kick off a campaign and have a target list. Have you ever wondered if the content being promoted is relevant to the target list? The following questions and concerns have probably come up:? What percentage of the target audience is really interested in this topic? What are other topics that this target list could be interested in? Should I segment this list further? If so, how? If the content is not relevant, I may get an unsubscribe. I then lose the contact forever. Insights derived from social channels at a campaign or topic level can give you answers to the above burning questions. You can even analyze a lead in detail to understand what they are talking about and what content would be of potential interest to them. 6

8 Conclusion Want to learn more? The Insightpool Sales Platform helps companies enhance the quality of their existing leads through social insights and discover new leads on social channels, hence resulting in faster revenue generation. BENEFITS Enhance the quality of your existing leads so that you can better understand what their behaviors and intents are and therefore nurture them in a more targeted manner. Discover new, relevant leads on social channels based on criteria that are specific to your organization. Drive business impact by closing the loop between your social and traditional ( , phone, etc.) channels. Enable faster time to create revenue and therefore quantify the true business impact of social media. GET A FREE TRIAL R EQ U E S T A D E M O LEARN MORE ABOUT INSIGHTPOOL 7

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