In larger enterprises the responsibility of Sales Director or Sales VP is very focused on Sales Operations and closing business, supported by marketing.
As such, the tactics for LinkedIn and Social Selling may need to be more contained initially, focusing on sales operations, sales generated leads, leveraging content create elsewhere, until results are proven.
The case studies below should give ideas and strategies to scope and shape a project and develop the sales team skills, tools and culture.
LinkedIn Case Studies for Sales Directors
uSamp is the “fastest growing market research firm, and premier provider of technology and survey respondents”, a fiercely competitive market.
Key learning points from this hugely successful project are:
- Commitment and participation from the top
- Leverage customers, success stories and their networks to amplify your message and reach
- Exploit high quality curated content that supports your value proposition
- Monitor Social Media with tools like LinkedIn Signal
- Use Twitter to engage people there as well
Initial success like this makes it much easier to build momentum.
XO has 280 sales reps across the USA, and sales recruitment and training is vital. On completing training the reps were challenged to book their first appointment via LinkedIn.
- Understand and use the Sales Tools available
- Reposition Sales Reps as Brand Ambassadors and customer problem solvers
- Invest in training and equiping reps for success, rather than a hire and fire approach
Result: Over 50% of the new sales reps books their first appointment via LinkedIn almost immediately. And one experienced sales lady booked 4 appointments in one day, through LinkedIn, instead of spending time cold-calling.
IBM Cloud Computing Inside Sales Team pioneer Social Selling
IBM is a pioneer in its adoption of new technology for Sales and Marketing, and Social Media, Social Business and Social Selling are no exception.
For this project Mason Zimbler helped IBM implement a social selling program that included personalized Web, Twitter and LinkedIn pages for seven Public Cloud inside sales representatives.
Results: In six months, the program increased aggregated LinkedIn direct network size from 535 to 3,500 and increased potential impressions and reach of social selling messaging from 54,000 to 1.3 million. It also triggered 10 orders on the first day a 60-day free trial.
Results: Sales increased 400% as a result of using LinkedIn and Twitter (and creating a Free Trial Offer!)
Follow-on: As a result of the initial program, all 1,700 IBM North America inside reps have been trained in social selling. The team has made 50,000 LinkedIn connections and posted more than 20,000 tweets, and digital representative pages have received 100,000 visits in the past six months.
Generating PR is cited as one of the project outcomes, hence wide availability of the case study in multiple channels.
IBM’s Social Selling: The Computer Giant Finds B2B Leads in Social Media