SaaStr Annual 2024: From Sellers to Influencers: Transforming B2B SaaS Sales with Social Selling with Algolia
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The document discusses the importance of social selling in B2B SaaS sales, highlighting that a significant percentage of the buyer's journey is completed before engaging with a sales rep, and social media is a key tool for buyers. It provides strategies for enabling sales teams, including optimizing social media profiles as landing pages, sharing valuable content, and integrating social selling into existing sales processes. The emphasis is on the need to adopt social selling to enhance personal branding and engage effectively with prospects.
SaaStr Annual 2024: From Sellers to Influencers: Transforming B2B SaaS Sales with Social Selling with Algolia
- 1. From Sellers to Influencers: Transforming B2B SaaS Sales with Social Selling Christina Schƶnfeld Enterprise & Commercial Sales Director, DACH Region Algolia christinaschoenfeld.com
- 2. MOST SALES ORGS DO NOT ENABLE THEIR TEAMS ON SOCIAL SELLING
- 3. 57-70% Source: McKinsey & Co. of the B2B buyer's journey is completed before a prospect ever engages with a sales rep.
- 4. of B2B buyers use social media to make buying decisions, with 50% using LinkedIn as a trusted source. Source: LikedIn Glossary Social Selling
- 5. How To Enable Your Sales Team? ā¦and maybe ramp up your own personal branding skills, too ;)
- 6. Profiles = Landing Pages
- 7. Profiles = Landing Pages Company name + what it does & who itās for Topics this person will share content about Name / branding
- 8. Profiles = Landing Pages Calendly Link to book meetings directly
- 9. Profiles = Landing Pages Highlighting posts & articles AND links to other websites
- 10. Your Target Audience & Content Pillars ICP & Persona Content Theme Conten t Pillar 1 Conten t Pillar 2 Conten t Pillar 3 Conten t Pillar 4 CRM integration CRM success stories Industry news Event Updates Example:
- 11. Interacting: Commenting - Comments will re-share a post within your own feed to your entire network ā appear multiple times within someoneās feed/ day - Add value: - Great post š« - āAnd to add to thatā¦ā ā - āIf I understand correctlyā¦ā + ask question ā
- 12. Sharing Content Understanding LinkedInās Algorithm Mastering The Hook Hook(ed) to click more Note your sales teams should already practise this in their emails First 60-90min ā Types of engagement: - āRead moreā - Time spent - Like - Comment - Repost
- 13. Becoming Strategic About It
- 14. Social Selling As Part Of Your Sales Processes Stakeholder Mapping Multi-Threading Existing Data Intelligence Website activity Pipeline sharing Alerts In Person Events Exec Dinners
- 15. And The Results?
- 16. 2022 LinkedIn State of Sales Report
Editor's Notes
- #2: We tell sellers, to outbound more, instead of helping them on building a personal brand as an expert We do not teach them how to fully capitalize on platforms like LinkedIn. So what can you do?
- #3: 57-70% of the B2B buyer's journey is completed before a prospect ever engages with a sales representative. Buyers conduct their own research, compare solutions, and seek peer recommendations before making contact with vendorsā ( McKinsey & Company
- #4: The trend weāve seen in B2C will also transform B2B Sales B2B buyers and decision makers are on social media, especially on LinkedIn With traditional prospecting methods such as outbound emailing and cold calling becoming less & less effective (--> automated emailsā¦ millennials = decision makers = donāt pick up the phone)
- #5: We tell sellers, to outbound more, instead of helping them on building a personal brand as an expert We do not teach them how to fully capitalize on platforms like LinkedIn. So what can you do?
- #6: You canāt tell them what to put there; but you can make it easy for them First Creator Mode ā gives you additional analytics and features
- #7: Banner ā Prepare a template with what it is that your solution helps prospects solve
- #10: What do they care about as it relates to the measurable pain point that your solution is able to solve? Content creators will talk about content pillars. They select 3-4 content subjects within their chosen niche that they create content about (and they will change formats etc.) Now weāre sellers, what could this look like for an AE? They might post about Company News, Events, customer stories that they have experienced; industry news; new features & problems that they have solved The key is to encourage them to write their own posts and share valuable content. Not just reshare your companies news. Because most of LinkedInās content is actually quite boring - itās easy to hide behind some marketing material; itās more difficult to articulate an opinion - but thatās how youāll stand out and will be seen as experts
- #11: Sellers can start by commenting on their partners, colleagues and prospects posts. Tips for commenting: Add value for whoever reads the comment. Donāt just comment āgreat postā - be explicit and add additional points that further the conversation (in a positive way) Commenting will share the entire post within your own feed; commenting allows you to be seen multiple times per day within someoneās feed
- #12: The importance of the hook - the first few characters that show before clicking āRead moreā, Needs to stop someone in their tracks Post content: algo in the first 90min first tests it with close network; those who usually interact. Itās important to stick around after posting to be able to react to comments fast. This boosts the reach. Reach = not just own network, but when liked or comment, it becomes visible to their network, too. Think about the power of that (a DM may never engage with your content, but they may very well be noticing it: either because you turn up in their feed directly or because someone in their network engages with you. And the more often this happens, the more influence and awareness you gain) What does this imply for sales teams ā encourage team to engage on each otherās posts (even just hovering) as soon as someone posts + make them aware to not post directly before they jump into another call Be strategic about who you follow and engage withā¦
- #14: - Stakeholder Mapping: SalesNav organigram feature (and others); make it an integral part of your 1:1s and deal discussions: Divide and conquer - decide on who reaches out to whom. Multithreading within prospect but also wihtin your own org - Leveraging your orgās data intelligence: Check on tools like Demandbase on account activity on your website (which content do they engage with); Crossbeam for ongoing opps with other partners; LI SalesNav app notification when prospect leaderships are researching your company - In person events: As compelling event to reach out and to engage in person.
- #15: Personally, more interactions with C-level execsā¦ but if you need some data points
- #16: More Social Selling Stats: https://blog.hubspot.com/sales/social-selling-stats