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Social selling mastery : scaling up your sales and marketing machine for the digital buyer /
A concrete framework for engaging today's buyer and building relationships Social Selling Mastery provides a key resource for sales and marketing professionals seeking a better way to connect with today's customer. Author Jamie Shanks has personally built Social Selling solutions in nearly...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
John Wiley & Sons, Inc.,
[2016]
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- Social Selling Mastery: Scaling Up Your Sales and Marketing Machine for the Digital Buyer
- Contents
- Preface
- Acknowledgments
- Introduction: The Road Map to Digital Transformation
- Level 0: Status Quo
- Level 1: Random Acts of Social
- Level 2: Building a Business Case: Linkedin or Social Media Training
- Level 3: Scale: Social Selling Mastery
- Level 4: Sales and Marketing Alignment
- Level 5: Sales and Marketing Integration
- How Do I Use This Book?
- Part One: Creating a Mindset Shift for a Digital Transformation
- Chapter 1: Why Do I Need to Change Now, Not Tomorrow?
- Chapter 2: Leadership Executive Summary
- Chapter 3: How Do I Drive Organizational Buy-in and Accountability?
- Plot Your Social Selling Mastery Hierarchy of Needs
- Your Steps to a Successful Implementation
- Priority Assertion
- Chapter 4: The Three Key Leadership Roles: Sales, Marketing, and Sales Operations/Enablement
- Outline Roles and Responsibilities
- 1. Sales Leader(s)
- 2. Marketing Leader(s)
- 3. Sales Operations/Enablement Leader(s)
- Chapter 5: Organizational Tools and Metrics for Social Selling Success
- Measure Behavioral Change
- Leading -> Current -> Lagging Indicators for Success
- Leading Indicators
- Current Indicators
- Lagging Indicators
- Setting Up Your Leading Indicators
- Set Up Your Current Indicators
- Linkedin Sales Navigator As a Current Indicator
- Set Up Your Lagging Indicators
- Part Two: Social Selling Mastery for the Sales Professional
- Chapter 6: Start Building a Personal Brand
- Enrich Skillset
- This Journey Begins With a New Mindset
- Chapter 7: Develop Buyer-Centric Profiles: LinkedIn, Twitter, and Other Social Platforms
- Linkedin Photo Showcases Trust
- Your Linkedin Headline Is Your Elevator Value Statement
- The Linkedin Summary Completes the Story.
- Linkedin Recommendations Validate You'Re Trustworthy
- Chapter 8: Find: Socially Surround a Buyer and the Buying Committee
- Mapping Your Sales World Toward Your Social World
- Multiplying Find: Socially Surrounding a Buyer
- Tactic 1: Find Buyers' Profiles on Linkedin, Twitter, and Google
- Tactic 2: Create Trigger-Based Alerts That Socially Surround Your Buyer
- 1. Advocates Search
- 2. New Hires and Appointed Leaders Search
- 3. Let's Find New Opportunities Search
- Tactic 3: Profiling a Buyer's Sphere of Influence
- Chapter 9: Educate: Leveraging Content to Shape a Buyer's Journey
- Acquiring Insights
- Internally Driven Insights
- Externally Captured Insights
- Delivering Insights
- Chapter 10: Engage: Touching "Every Deal, Every Day" with Social Media
- Where Do I Begin?
- Grow Your Slice of the Social-Reach Pie!
- Social Engagement: Your Touchpoint Cadence
- 1. LinkedIn Group Messages
- 2. LinkedIn InMail
- 3. Share or Comment on their LinkedIn Content
- Map Your Touchpoint Cadence
- Chapter 11: Develop: Scaling Up Your Social Networks
- Step 1: Check Your Digital Voicemails
- Step 2: Check Your Content Engagement
- Step 3: Grow By the Power of Three
- Chapter 12: Create a Social Selling Routine
- The 30-60 Minute Daily Social Selling Routine
- Find Routine
- Educate Routine
- Engage Routine
- Develop Routine
- Part Three: Building a Lead Factory With Digital Content Marketing
- Chapter 13: Why Does Misalignment Exist between Sales and Marketing?
- Exploring Sales and Marketing Misalignment
- Does This Problem Start With Blind Spots?
- How Do Kpi Measurements Play With Misalignment?
- How Do We Change Our Mindset?
- Chapter 14: What Is the Current State of Your Lead Factory?
- Step 1: Interviewing the Sales Leader
- Step 2: Interview the Marketing Team
- Step 3: the Delta between Perception and Reality.
- Chapter 15: Create High-Quality, High-Quantity Content
- Step 1: Centralize a Buyer's Journey
- Step 2: Segment the Buyer's Journey Into Sales-Centric Stages
- Step 3: Kick-Start New Ideas for Insights
- Step 4: Develop an Insights Committee for Scale
- Step 5: Content Calendar
- Content Creation Best Practices
- ``Turkey Slice´´ Your Core Content
- Templates: Like Punching Out Cakes
- Assign Tags for Each Insight Before Development
- Facts and Data Are the Center of the Story
- Create a Never-Ending Story
- Fuel Insights Development With ´´Window Time´´
- Chapter 16: Organize Internal Content for Easy Access by Your Sales Force
- Starting Your Content Organizational System
- Step 1: Audit Sales' Ability to Find Your Internal Library
- Step 2: Audit Sales' Ability to Navigate Your Internal Library
- Step 3: Redesign the Framework of Your Content Library Using Your Content Calendar Tags
- Step 4: Tags for Keyword Indexing
- Step 5: Leverage a Visual User-Interface to Help Contextualize the Insights for Sales
- Accelerating Insights With Employee Advocacy
- Step 1: Is Employee Advocacy Right for Us?
- Step 2: Implementation Best Practices
- Chapter 17: Discover Inbound and Outbound Marketing Hacks to Accelerate Lead Velocity
- Tactic 1: Operation Land Grab
- Tactic 2: Event Lead Exchanges
- Tactic 3: Repurpose and Recycle Your Top 10 Percent
- Chapter 18: Evaluate Your Customer's Journey: Find the Trends and Improve Key Sales Interactions
- What Is the Content-Consumption Story?
- Go Beyond Lead Sourcing: Start Empirically Proving Lead Influence
- How Can Technology Play a Huge Role?
- What Are the Steps to Capturing a Buyer's Content-Consumption Story?
- Step 1: Choose One Customer to Analyze
- Step 2: Isolate a Single Observation
- Step 3: Scale by Mapping Larger Pools of Clients.
- Step 4: Regression Analysis to Isolate Trends
- Step 5: Arm Your Sales Team with This Information to Improve Sales Conversations
- 6. Create a Prescriptive Process to Making Incremental Improvements
- Part Four: Scaling Up With Sales Operations and Sales Enablement
- Chapter 19: How Do We Mitigate Skill Gaps with Our New Hires?
- Chapter 20: Ongoing Coaching: How Do We Create a Repeatable Process?
- Reinforce Action
- How Do You Create a Reinforceble Training Program?
- Chapter 21: How Do We Effectively Scale a Social Selling Program Company-Wide?
- Amplify and Scale
- Returns
- Real-Time Dashboards for Current and Lagging Indicators
- Conclusion
- Index
- End User License Agreement.