Social selling enables marketers and salespeople to leverage social media to interact directly with their leads and prospects at every stage of their buyer's journey; from attract, to convert, close and delight. HubSpot and LinkedIn have partnered up to bring you this deck on social selling at all stages of your buyer's journey. We'll show you how to use your online presence to attract the right people and help close them into customers more efficiently.

2. Meet Your Experts:
Kieran Flanagan
International Marketing Director
HubSpot
@searchbrat
Amy Stephens
Marketing Manager
LinkedIn
@MillerAmyl

3. Agenda
#SocialSelling
How to Use Social Selling to …

4. Leveraging your social brand to fill
your pipeline with the right people,
insights and relationships.
#SocialSelling

5. #SocialSelling

6. Attracting the right people with an
#SocialSelling
online presence
1

7. #SocialSelling
Optimise Your LinkedIn Profile
Attracting the right people starts with setting up your profile

8. Don’t Use Your Title as Your Headline
Answer two questions: Whom do you help, and how do you help them?
LinkedIn Confidential ©2013 All Rights Reserved
Who How

9. Keep Your Profile Public
There’s no trust in anonymous
“30% of the people whose profile
you view non-anonymously will
view yours back.” - LinkedIn
#SocialSelling

10. Move leads through the funnel
#SocialSelling
with content
2

11. Great content is the
best sales tool in
the world.
@TheSalesLion
#SocialSelling

12. “People who consistently share content
get 2-3x the number of unsolicited profile
views.” - LinkedIn
#SocialSelling

13. MARKETING MARY
• Professional marketer (VP, Director, Manager)
• Mid-sized company (25-200 employees)
• Small marketing team (1-5 people)
• BComm (BU), MBA (Babson)
• 42, Married, 2 Kids (10 and 6)
Goals:
• Support sales with collateral and leads
• Manage company communications
• Build awareness
Challenges:
• Too much to do
• Not sure how to get there
• Marketing tool and channel mess
Loves HubSpot because:
•Easy to use tools that make her life easier
•Learn inbound marketing best practices
•Easier reporting to sales and CEO
#SocialSelling

14. Create content that adds
value, solves a pain point, or
just entertains.
You need to create valuable content assets for your buyer personas.

15. HubSpot Example 1

16. HubSpot Example 1

17. Ask Sales: “What are our
customers questions, challenges
and pain points”

18. Arm sales with all
the content they
need.

20. Ebook w/ LP /
Month
CREATE A
CONTENT ENGINE
#SocialSelling

21. Ebook w/ LP /
Month
CREATE A
CONTENT ENGINE
Blog Posts /
Month
#SocialSelling

22. Ebook w/ LP /
Month
CREATE A
CONTENT ENGINE
Blog Posts /
Month
Social Posts /
Month
#SocialSelling

23. Turn your sales employees into influencers on
LinkedIn.

24. 3 Use social media to hit your quota
#SocialSelling

25. “Cold calls only have a 3% success rate”

26. #SocialSelling
Find New Prospects
1
2
3
Become an expert in your niche
Request a warm introduction to
your third degree network
Use your company’s network

27. Monitor Your Prospect’s Social Activity
1
2
3
Be Yourself
Be Helpful
Provide Value
Tailor your communications
Remember, if you wouldn’t do it offline,
don’t do it online
4
5

28. #SocialSelling
JOIN THE CONVERSATION

29. SEND TO YOUR SALES TEAM
This will help you
close more deals

30. Research before you Call
Look for three types of information:
1
1
Role Specific: What are they
responsible for?
Goal-Specific: What are the targets
they need to hit in their role?
Common Ground: Find some sort of
tie back to you, a colleague,
experience, etc.
#SocialSelling
2
3

31. InMails + Emails = 33% Higher
Response
#SocialSelling

33. #SocialSelling

34. Q&A
#SocialSelling
Amy Stephens
Marketing Manager
LinkedIn
@MillerAmyl
Kieran Flanagan
Marketing Director
HubSpot
@searchbrat
#SocialSelling