Join experts from Evernote, LinkedIn and HubSpot as we uncover how to make your sales and marketing organization more efficient and effective through content, context and collaboration.

1. HOW TO
MASTER THE 3 C’S
OF
CONTEXT
#3CSocialSelling
Social Selling
CONTENT
COLLABORATION

2. Meet Your Experts:
Josh Zerkel
@JoshuaZerkel
#3CSocialSelling
Mark Roberge
@markroberge
Koka Sexton
@KokaSexton

3. Agenda
1.
Context-Based Social Selling
2. Sales & Marketing Alignment
3. Collaboration Among Teams
4. Real World Issues Solved
#3CSocialSelling

4. 1
CONTEXT:
Social Selling.
#3CSocialSelling

5. Social Selling Defined:
Leveraging your social brand to fill
your pipeline with the right people,
insights and relationships.
#3CSocialSelling

6. How do you do it?
Create a professional brand
Establish a professional presence on
LinkedIn with a complete profile
Find the right people
Prospect efficiently with powerful
search and research capabilities
Engage with insights
Discover and share valuable information to
initiate or maintain a relationship
Build strong relationships
Expand your network to reach prospects and
those who can introduce you to prospects
#3CSocialSelling

7. What do you need to be successful?
#3CSocialSelling

8. 2
CONTENT:
Marketing & Sales.
#3CSocialSelling

9. ADD VALUE FIRST
“What would your
marketing look like if
your customer signed
your paycheck?”
#3CSocialSelling
ANN HADLEY,
CHEIF CONTENT OFFICER,
MARKETINGPROFS

10. COLLABORATE WITH SALES
#3CSocialSelling

11. JOIN THE CONVERSATION
#3CSocialSelling

12. 1
Ebook w/ LP / Month
#3CSocialSelling
CREATE A
CONTENT ENGINE

13. 1
Ebook w/ LP / Month
4
Blog Posts / Month
#3CSocialSelling
CREATE A
CONTENT ENGINE

14. 1
Ebook w/ LP / Month
4
Blog Posts / Month
8
FB Posts / Month
#3CSocialSelling
CREATE A
CONTENT ENGINE

15. 1
Ebook w/ LP / Month
4
Blog Posts / Month
8
FB Posts / Month
16
Tweets / Month
#3CSocialSelling
CREATE A
CONTENT ENGINE

16. THE MARKETING SLA
Owner Ollie Leads
Marketing Mary Leads
(1-100 Employees)
(100-2,000 Employees)
Lead Type
Lead Value
Lead Type
Lead Value
Webinar
$.07
Webinar
$.35
Ebook
$.05
Ebook
$.45
Free Trial
$.45
Free Trial
$2.10
Demo Request
$.95
Demo Request
$2.75
Enterprise Erin Leads
(2,000+ Employees)
Lead Type
Webinar
$.85
Ebook
$1.00
Free Trial
#3CSocialSelling
Lead Value
$4.25
Demo Request
$6.10
* Data has been altered from actual
HubSpot data for the purposes of
this presentation

17. SALES CALL ATTEMPTS
#3CSocialSelling

18. DAILY ACCOUNTABILITY FOR
MARKETING & SALES
* Data has been altered from actual HubSpot data for the purposes of this presentation.
#3CSocialSelling

19. Cost Per Customer Of A Company
With An SLA Vs. Without
$600
$486
$500
$400
$300
$291
$200
$100
$0
#3CSocialSelling
W/SLA
W/O SLA

20. 3
Collaboration.
#3CSocialSelling

21. Work Together To Help Customers
•
Capture social profiles for
deeper personal insights
•
Share thoughts on customer
needs and problems
•
Clip web pages relevant to
the customer (bios,
competitors, etc.)
#3CSocialSelling

22. Build Audience Personas
•
Ideal customer profiles
•
Needs, wants, challenges
•
Solutions they’re looking
for
•
Verbiage that would
appeal to them
#3CSocialSelling

23. Identify Your Buyer Persona
SUSAN
ERIC

24. Collect Content Ideas
1.
Both sales and
marketing should
contribute ideas
2.
Periodically review
ideas
3.
Decide what ideas
will best meet
customer needs
#3CSocialSelling

25. Share Marketing Plans
And Calendars
•
Keep sales abreast of
what’s coming
•
Everyone stays on the
same page
#3CSocialSelling

26. Share Tools
•
Templates
•
Scripts
•
Social post guidelines
•
Content examples
•
Customizable email drafts
#3CSocialSelling

27. CONTEXT
+
CONTENT
+
COLLABORATION
SUCCESS!
#3CSocialSelling
=

28. Gift To Attendees
#3CSocialSelling

29. Thank You!
#3CSocialSelling

30. Listen to the recording
alongside these slides.
DOWNLOAD RECORDING NOW
#3CSocialSelling

31. Q&A
#3CSocialSelling
@KokaSexton
@MarkRoberge
@JoshuaZerkel