IBM Corporation Property of the IBM Corporation IBM Digital Business Group
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1 IBM Corporation Property of the IBM Corporation IBM Digital Business Group
2 Evolution of a Social Selling Ecosystem Julie Currie Vice President, Digital Sales Marketing and Response Lead Management North America IBM Digital Business Group IBM Corporation Property of the IBM Corporation IBM Digital Business Group
3 IBM Corporation Property of the IBM Corporation IBM Digital Business Group
4 What is driving our social selling adoption? The B2B buyer purchasing strategy and approach to use Customers Prospects The Buyer the internet as a primary vehicle to discover solutions and services to address their business challenges - drives our organization Account Penetration and Expansion into Expressed a Perceived Interest Expressed an Explicit Interest to embrace social New Lines selling as in integral of part of our sales Businesses process IBM Corporation Property of the IBM Corporation IBM Digital Business Group
5 Evolution of our Digital Sales organization 1999 Launch New Initiatives Personal Rep Pages Analytics practice Focus on private portals 2013 Digital Sales Centers 2015 Marketing co-location Align with digital marketplace ibm.com formed Telemarketing Mix of sales/opportunity assist Hardware focus 2012 LinkedIn Premium User Pilot 2014 Digital sales mastery LinkedIn Sales Navigator expansion Twitter and Hootsuite IBM Corporation Property of the IBM Corporation IBM Digital Business Group
6 Developed a social selling ecosystem Social Social Engagement Presence Creating a Social Listening Social Interactions Share Content Social Success Sharing Professional Seamlessly 3 rd Party Best Practices Brand Monitor Internet Conversations Company Influencing the Buyer personal Measure Buyer Interest and Social or Digital Refine Conversations IBM Corporation Property of the IBM Corporation IBM Digital Business Group
7 Cross organizational dependencies The success of developing our social ecosystem was dependent upon Lead Generation Driving Revenue Operational & Global Management Finding Decision Makers In Financial Investment New Markets IBM Corporation Property of the IBM Corporation IBM Digital Business Group
8 Consider the diversity of the sales force Sale roles & target audiences constitute a mix bag of focus; therefore social selling activities may vary according to each solution or service sold by the seller Business Development Representative Retention & Renewal Representative Client Representative IBM Corporation Property of the IBM Corporation IBM Digital Business Group
9 Digital certification is one piece of the puzzle Exposing our sellers to LinkedIn and other social and digital platforms empowers them to engage with their customers and prospects on client terms IBM Corporation Property of the IBM Corporation IBM Digital Business Group
10 Our implementation approach Began with a need to increase simplicity and productivity required to find the right contacts, and enhance our social presence; identified by the efforts of our marketing team s research and a from our sellers 1 9 Month Pilot in 4Q 2012 of 1,100 Sellers 3 Training & Deployment Adoption Identify and define 2 measurable repeatable use cases 4 Track & Measure Success IBM Corporation Property of the IBM Corporation IBM Digital Business Group
11 Is still a platform of preference Because of the successful pilot that started in 2012, today s LinkedIn Sales Navigator continues to be a reliable source for contact data and an effective channel to connect with decision makers because it provides insights into the professional and personal interest of our customers, prospects and buyers Generate Opportunities Close a Deal Find New Contacts IBM Corporation Property of the IBM Corporation IBM Digital Business Group
12 Measuring success saga We view the success of social selling through the lenses of our Achieve Relationships Established Business Objectives Data Analytics IBM Corporation Property of the IBM Corporation IBM Digital Business Group
13 Advancing our digital & social selling in 2017 We are continuing to refine Talent Adoption Levels Potential Show Stoppers Automation Cognitive Technologies Revenue Growth IBM Corporation Property of the IBM Corporation IBM Digital Business Group
14 Thank you! IBM Corporation Property of the IBM Corporation IBM Digital Business Group
15 Q&A IBM Corporation Property of the IBM Corporation IBM Digital Business Group
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