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5 Stupid Myths About B2B Social Selling - Social Media Explorer

5 Stupid Myths About B2B Social Selling - Social Media Explorer | The MarTech Digest | Scoop.it
1. It Doesn’t Work for B2B

2. It Isn’t Measurable

3. It’s Impossible to Scale 

4. It Drives Sales Instantly

5. Your Sales Team Doesn’t Need Social Selling Training
CYDigital/marteq.io's insight:

TEST!

 

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Hootsuite Unveils 'Amplify for Selling' to Nurture Sales Pipeline using Social Insights - MarTech Series

Hootsuite Unveils 'Amplify for Selling' to Nurture Sales Pipeline using Social Insights - MarTech Series | The MarTech Digest | Scoop.it
Hootsuite announced the launch of ‘Amplify for Selling’, a powerful, mobile-first solution designed to help sales teams be successful on social by generating leads and fostering relationships that drive revenue. In conjunction with the Amplify for Selling launch, the leading social media platform is also publishing a new commissioned study, conducted by Forrester, on the state of social selling. Amplify for Selling is a new social selling solution complementing the robust functionality of Hootsuite’s employee advocacy offering, Amplify.

The easy-to-use mobile application enables sales reps to–

ACCELERATE SALES PIPELINE WITH TARGETED SOCIAL LISTENING

GARNER MORE BUSINESS BY BUILDING AND NURTURING RELATIONSHIPS ON SOCIAL

LEVERAGE HIGH-PERFORMING MARKETING CONTENT FOR MAXIMUM RESULTS

BUILD A SOCIAL PRESENCE ANYWHERE AND ANYTIME
CYDigital/marteq.io's insight:

This is significant for Hootsuite and for the B2B sales marketplace: an application from the leading social monitoring and management company that is focused on social selling.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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How Successful Marketers Use Social Proof to Drive Growth - CMSWire

How Successful Marketers Use Social Proof to Drive Growth - CMSWire | The MarTech Digest | Scoop.it
A major key to achieving this, especially on the social web, is social proof, the psychological phenomenon whereby people will do something because our peers, who we may regard as better informed, are doing it.

In the battle for consumers’ attention, social proof often provides the stickiness that companies need to make their brands, content and products desirable. 

The best part is, if you play your cards right, it doesn’t even have to take so long to build up your social proof signals. Bear in mind, though, that by itself, social proof isn’t going to do much except make a lot of noise. You still need something to make noise about. Sure, it’s possible to build a certain level of social proof mystique out of thin air, but eventually these efforts will fizzle out.

Let’s take a look at some of the most powerful yet sustainable ways to cultivate social proof – even with limited resources and a relatively unknown brand.
CYDigital/marteq.io's insight:

An excellent how-to article on the elusive social proof. Superb.

 

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How Can Marketers Benefit from Using Social Selling Tools? - eMarketer

How Can Marketers Benefit from Using Social Selling Tools? - eMarketer | The MarTech Digest | Scoop.it
Most use social selling tools for lead development
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NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x   

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The State of Social Selling in 2016 - Visual Contenting

The State of Social Selling in 2016 - Visual Contenting | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

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LinkedIn Social Selling Index - LinkedIn

LinkedIn Social Selling Index - LinkedIn | The MarTech Digest | Scoop.it
Get your Social Selling Index to find out how good you are at social
selling on LinkedIn. #GetYourSSI
CYDigital/marteq.io's insight:

Just click through, and then click on the yellow CTA.

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Caroline Sautereau's curator insight, September 28, 2015 5:59 AM

Un très bon indicateur pour savoir ce qu'il faut améliorer sur son profil afin d'être plus performant

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Twitter Overtakes LinkedIn As Number 1 Social Media Site For Salespeople - Forbes

Twitter Overtakes LinkedIn As Number 1 Social Media Site For Salespeople - Forbes | The MarTech Digest | Scoop.it
LinkedIn, with its 364 million users and Twitter with its 302 million active users both are in a race to get more engaged users, albeit for different reasons.  Yet, most (myself included) presumed LinkedIn to be the go to platform for salespeople. But according to the sales survey and research we conducted with a client, Twitter ranked slightly more valuable than LinkedIn when it came to sales prospecting . This is a follow up to a sales survey I wrote about on Forbes with Jim Keenan and Barb Giamanco in 2013.


MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact us.

CYDigital/marteq.io's insight:

Honestly, I think this is because (1) Twitter is easy, and (2) LI is harder.

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5 Disruptive Social Selling Technologies - Marketing Action Blog - Act-On

5 Disruptive Social Selling Technologies - Marketing Action Blog - Act-On | The MarTech Digest | Scoop.it

MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact us.

CYDigital/marteq.io's insight:

A few nice Social SalesTech suggestions. Click through for details and screen shots.

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5 Disruptive Social Selling Tools | Convince and Convert: Social Media Strategy and Content Marketing Strategy

5 Disruptive Social Selling Tools | Convince and Convert: Social Media Strategy and Content Marketing Strategy | The MarTech Digest | Scoop.it

iNeoMarketing’s MarTech Managed Services drives more leads faster. Contact us to see how.

CYDigital/marteq.io's insight:

Very smart tools that are very timely. The four deserve a bit of attention.

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Insightpool adds a B2B social selling platform to its portfolio - VentureBeat

Insightpool adds a B2B social selling platform to its portfolio - VentureBeat | The MarTech Digest | Scoop.it

iNeoMarketing.com bridges the gap between your MarTech and your in-house experience. Contact us.

CYDigital/marteq.io's insight:

FWIW...

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Social Selling in 2015 - A Look into the Next 12 Months [Infographic] - B2B Infographics

Social Selling in 2015 - A Look into the Next 12 Months [Infographic] - B2B Infographics | The MarTech Digest | Scoop.it

Dark marketing clouds ahead? Let us help you see clearly. Contact us.

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The Ultimate Visual Guide to Optimize Your LinkedIn Profile For Social Selling - Funnelholic

The Ultimate Visual Guide to Optimize Your LinkedIn Profile For Social Selling - Funnelholic | The MarTech Digest | Scoop.it

This scoop comes to you compliments of ineomarketing.com.                                           

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30 LinkedIn Social Selling Sales Triggers - MarketingThink

30 LinkedIn Social Selling Sales Triggers - MarketingThink | The MarTech Digest | Scoop.it

iNeoMarketing’s MarTech Managed Services solves numerous B2B Marketing challenges. Contact us to see how.

CYDigital/marteq.io's insight:

Right out of the Always Be Selling playbook. Combine this with a strong LI marketing program, and you're onto something.

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Jesper Dalhus's curator insight, April 25, 2015 3:00 AM

Her er en række metoder til dig som gerne vil bruge LInkedIn til at få succes med social selling. Jeg bruger selv en række af dem dagligt. 

David Duncan's curator insight, April 26, 2015 1:10 PM

What action do you take when one of these happens on LinkedIn? #LinkedIn #socialselling

CIM Academy's curator insight, June 10, 2015 4:52 AM

Social media triggers are key to lead generation. This article outlines some of the top LinkedIn sales triggers to look out for.

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How to use digital communities to target your buyer personas | memeburn

How to use digital communities to target your buyer personas | memeburn | The MarTech Digest | Scoop.it

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CYDigital/marteq.io's insight:

It's an interesting proposition: I just don't know if the level of effort is worthwhile. File this under social selling.

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Four Steps to Getting Started With Social Selling - Profs

Four Steps to Getting Started With Social Selling - Profs | The MarTech Digest | Scoop.it

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CYDigital/marteq.io's insight:

And as you use this to help you start creating your social selling strategy, be sure to check in with http://jillrowley.com/. 

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How Twitter Can Solve 3 Major Sales Challenges #SocialSelling - HubSpot

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[FREE] Jill Konrath - LinkedIn Sales Secrets

[FREE] Jill Konrath - LinkedIn Sales Secrets | The MarTech Digest | Scoop.it

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CYDigital/marteq.io's insight:

If you've been following Jill, you know that she's been on top of this strategy.

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Infographic: Brands on social media are 57% more likely to increase sales leads - Ragan

Infographic: Brands on social media are 57% more likely to increase sales leads - Ragan | The MarTech Digest | Scoop.it

 

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Jennifer Wendt's curator insight, July 17, 2014 11:35 AM

Excellent reason to drop the red tape and give the employees the power to speak on behalf of brands

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How to Build a Social Media Marketing Funnel - QuickSprout

How to Build a Social Media Marketing Funnel - QuickSprout | The MarTech Digest | Scoop.it

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Stop Using Social Media To Drive Sales | B2B Marketing Strategy - MarketingThink | #TheMarketingTechAlert

Stop Using Social Media To Drive Sales | B2B Marketing Strategy - MarketingThink | #TheMarketingTechAlert | The MarTech Digest | Scoop.it
It's time to rethink using social media to drive sales for your B2B marketing strategy. Use it to drive awareness, engagement and sentiment!


Basic/ Condensed...


You can lead a customer to your brand with social media, but you can’t make them buy from you using social media. This is my B2B marketing advice. In other words, social media does not fit neatly into a B2B marketing strategy and last-touch attribution. So, don’t think you can tweet and directly cause a million dollar sale. However, you can get on the customer’s radar and start to build a relationship with relevant content and messaging.

 

So, how do you measure if you truly connect with your customer? Once you choose to focus on using social media to reach, engage and influence, how do you measure it? The questions you need to ask before you begin to decide are the social media activity indicators like retweets, shares, clicks, etc. are:

  1. Are your content and messaging reaching the most relevant and incremental audience?
  2. Are your content and messaging engaging enough to keep your audience in a ready-to-act or ready-to-buy state?
  3. Do your content and messaging deepen the relationship with your customer to help influence their purchase?

 

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CYDigital/marteq.io's insight:

Social is a tactic that is a part of your overall inbound strategy. But don't discount prospecting from Social, e.g., LinkedIn.

If you want to learn more, go here, click on Filter, and search the tag Social Selling.

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Suzie Cotterill's curator insight, September 25, 2014 12:47 AM

Gerry Moran talks about how social media can influence brand and product knowledge, but it wont drive your customers to make the sales. In order to make the sales, the customer service of a company needs to be right, as well as other aspects, to complete the transaction.

Elizabeth Dickey's curator insight, September 29, 2014 10:03 AM

This article explains that businesses can lead consumers to their brand through social media, but can not make them make a purchase using social media. Social media does not easily fit into a B2B marketing strategy. However, relevant content and messaging on social media can can help build a relationship between the consumer and the brand. This article explains how brands can connect with the consumer using social media. The article highlights the three roles of social media as being reach, engagement, and influence. 

 

I agree with this article that businesses should not rely only on social media to increase sales. Social media should be used as a tool to set up the ability for a brand to better connect with consumers. The article points out that a business will need to measure their reach, engagement, and influence. 

 

I follow many brands and business accounts on social media, and I rarely make a purchase based on a their posts. However, I enjoy following the accounts because I can connect with the brand and stay up to date on products. Even though I don’t make many purchases, I build relationships with the brand and I become more likely to make future purchases from them. For example, I follow Urban Outfitters on Instagram. Even though I never make an online purchase based on their postings, I enjoy staying updated on what styles are popular. Whenever I go shopping I try to go to Urban Outfitters because I know from their Instagram that they will have trendy clothing for me to choose from. 

Caitlin Mazurkevich's curator insight, October 6, 2014 4:43 PM

This article clearly states that social media is not a means to produce sales in a business, and I completely agree. Social media is a means to communicate, engage, and establish and build relationships with current and future consumers. The sooner businesses realize this, the better.


Moran states that you need to focus on amplifying your message reach rather than trying to measure your revenue-per-customer based on posts. A business needs to show consumers that they are not only relevant, but they are relevant to YOU! They need to make it personal and truly connect with their consumers.


What businesses should be measuring is the effectiveness of your messages towards customers. The problem with this is determining what to measure in the first place. Businesses need to ask themselves a series of questions to determine this, such as “are your content and messaging reaching the most relevant and incremental audience?” Answering questions like this determines if the business is utilizing social media properly to reach its full potential in developing relationships.


It’s one thing to submit a post to a social media site, and it’s another to understand your consumer, what they are looking for, what interests them, and how to reach them.  

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Inbound Marketing and Inbound Selling Are Not the Same Thing - Duct Tape Marketing | #TheMarketingTechAlert

Inbound Marketing and Inbound Selling Are Not the Same Thing - Duct Tape Marketing | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Intermediate/ Digest...


The market doesn’t care that you’ve got a dysfunctional cultural attachment to the way it’s always been. The market has changed, the way people want to buy has changed and you’ve got to change with it.

 

Marketing will never be an integrated function until sales is using inbound strategies and tactics as an extension of and in conjunction with marketing.

 

Rogue sales people are creating content, employing social media and building authority on their own out of desperation. Sales departments are beginning to offer crude versions of “social selling” training, which often begins and ends with how to mine LinkedIn for leads. Marketing departments are reaching out to their sales teams asking them to provide blog posts for the company blog.

 

If your organization has already come to realize the need for this change, it might be as simple as creating several new processes that make it easier for sales to curate, personalize and share content.

Know this however; inbound selling is not the same as inbound marketing. Inbound selling is the act of taking the information and outreach created by inbound marketing efforts and tailoring it in ways that creates insight for the individual customer or prospect. Social selling is the act of discovering ways to go deeper into the network of individual clients in order to provide more useful connections and engagement on a case-by-case basis.

 

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CYDigital/marteq.io's insight:

There's absolutely nothing wrong with Sales taking the content and doing what they need to do to further open doors and engage in conversations. That's why we have depots in our CRM and MAS.

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The Social Science of Social Selling - Gartner | #TheMarketingTechAlert

The Social Science of Social Selling - Gartner | #TheMarketingTechAlert | The MarTech Digest | Scoop.it
  1. People are more likely to buy (convert) if they’re already part of the community
  2. They’re more likely to join a community if they believe a friend or peer is already a member
  3. Anticipate that any sale will happen after a period (perhaps a long period) of simply getting comfortable with the community
  4. Communities need an identity — they can’t be generic

 

Ultimately, our research reminds the marketer that social selling is social first, selling second. There is a right way and a wrong way to approach it in a social context. Just like a well-choreographed dance, it requires the partners to be moving in rhythm before the big closing number.

 

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CYDigital/marteq.io's insight:

There's a method that isn't as fast as one would think. Akin to the SEO process: takes a while for it to kick in, but well worth it.

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Oracle Adopts an Inbound Approach With New Focus on Social Sales - HubSpot | #TheMarketingTechAlert

Oracle Adopts an Inbound Approach With New Focus on Social Sales - HubSpot | #TheMarketingTechAlert | The MarTech Digest | Scoop.it
Learn how Oracle is adopting an inbound approach to their sales process through social selling.


Basic/ Digest...


Earlier this month, however, Ad Age reported that Oracle was starting to adopt social selling by integrating social media into its sales process. Specifically, Oracle has started to encourage its employees to use Twitter to engage with prospects in meaningful, helpful dialogue during the sales process. While this is not a new concept from an inbound sales point of view, this is certainly a drastic shift for large B2B enterprise businesses that has relied on traditional sales and marketing tactics to date.

 

Oracle’s first move was, wisely, to demonstrate commitment from the top. It did this by putting a former Eloqua employee, Jill Rowley, in the driver’s seat as the official “Social Sales Evangelist” at Oracle. In this role, Jill created an entire program around social selling to help educate, train, and get folks excited about using Twitter to sell. 

 

Oracle’s second smart move was to develop formal training to help salespeople understand how to use Twitter for selling. It’s definitely a departure from the traditional cold calling and emailing. Oracle approached the training by building out large scale training sessions, as well as small support-style workshops. Jill also produced and starred in an internal 10-episode webinar series that focuses on social selling. 

 

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CYDigital/marteq.io's insight:

Social selling is not the centerpiece, and an important part of the overall sales mix. I'm looking forward to seeing social selling as a more institutionalized strategy across all industries.

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How to Add Social Selling to Your Marketing Mix - Profs | #TheMarketingAutomationAlert

How to Add Social Selling to Your Marketing Mix - Profs | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it

Intermediate/ Digest...


With the right strategy and a smart approach, companies of any size can harness the power of social selling to boost sales results, without adding to their already long To Do list, and without adding staff. Here's how.

 

1. Focus your efforts

Don't waste time trying to be everywhere all the time. Instead, determine which social networks your target customers use most frequently, what groups they belong to, and what their profile looks like beyond basic demographic information.

 

2. Listen first

By following conversations, identifying challenges among your target audience, and seeing how they interact with one another, social sales pros can gain a better sense of how to engage those target customers. It also helps to identify those who are most active, most vocal and opinion leaders among their peer groups.

 

3. Speak carefully

When you do feel comfortable that you can offer something of value to the group, be careful that it doesn't come off as a direct sales pitch. Use the context you discovered online as part of your outreach to break the ice or introduce yourself, which will help generate a more positive response.

 

4. Be consistent

Social media allows you to express your brand's unique personality and to humanize the experience for your customers—to put a face behind the brand. However, it's important to maintain the same consistent message and voice that your customers have come to know and trust, just as you do on your website, in printed pieces, paid advertising, and other customer-facing materials.

 

5. Provide service beyond the sale

Don't stop interacting with customers once the sale is made. After the sale is when the social selling process can really pay off. By continuing the conversation—providing ongoing support, helpful hints, and other information—you can transform customers into an army of loyal brand advocates who will recommend your product to their social sphere both online and offline, thus continuing the word-of-mouth cycle that drives future customer acquisition.

 

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CYDigital/marteq.io's insight:

There are generally two types of "how to" articles: hard and soft. The hard "how to's" are specific, step by step, this is how you do it. This article is an example of soft: general direction on how to approach social selling. Consider these rules to follow.

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How to Use LinkedIn Groups to Create Close Relationships with Your Target Audience - OMI | #TheMarketingAutomationAlert

How to Use LinkedIn Groups to Create Close Relationships with Your Target Audience - OMI | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
Here's how to use LinkedIn groups to improve your B2B social media marketing, and develop close relationships with the people most likely to buy.


Basic/ Excerpt...


Over time, you should begin to see more people interacting with you and your profile.  This includes: comments, discussions, likes, views of your profiles, growth in your —hopefully growth in new prospects. If you are not noticing this after an appropriate amount of time, step back and determine if you are effective in your participation, or if the activity level of the group doesn’t support building this deep engagement. If so, leave the group and find another.

 

Action Steps:

1-Join a group, become comfortable with the way that group functions, and begin to participate

2-Set up a schedule to post a topic for discussion (i.e. could be something you are talking about, a question, or an article, tip sheet, etc.).

3-The key is to make sure it is something that your target audience would value.

4-Make sure you check the group every day and add at least one activity (post, comment, like, share)

 

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CYDigital/marteq.io's insight:

It's an important part of social selling, but it takes time, dedication and discipline. What doesn't work is inconsistent presence, which may be seen as interloping.

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Malee Van Den Berg's curator insight, October 1, 2014 6:05 PM

With the rapid growth of social media and people becoming more interactive with businesses online, its important to look at how this can be done effectively. This is showing how LinkedIn can be used to develop relationships with target audiences. Generating comments and discussions to get audience more involved with the business. I think one of the key points made in this article was when posting a topic for discussion, its important to present something that the target audience would value.

Molly Westmoreland's curator insight, October 2, 2014 1:58 PM

The great leaps social media and participatory culture have made in advertising