Presentation from the AA ISP Summit in Minneapolis on May 11/12. Conducted with Matt Heinz of Heinz Marketing and covering how to use social media as part of the outreach and prospecting process for inside sales professionals.

1. Using Social Media to Find & Close More Business AA-ISP Annual Conference 5/11/2010 Robert PeaseVice President of Marketing robert@gist.com @RobertAtGist Matt Heinz Principal, Heinz Marketing matt@heinzmarketing.com @heinzmarketing

2. Last slide first* Find & engage prospects “upstream” before they are active buyers Participate in their communities as a peer to build trust & credibility Use research tools to customize approach with new targets Publish your own source(s) of value-added content to attract new prospects to you Marketing is too important to leave to the marketers (let alone the sales reps) #gist/@RobertAtGist Copyright © 2010 Gist 2 *Thanks to Zach Nelson, CEO, Netsuite

3. Quick Audience Audit Social media usage Social lead generation Social deal acceleration #gist/@RobertAtGist @HeinzMarketing

4. Prospect Engagement Funnel #gist/@RobertAtGist @HeinzMarketing Next Step Accelerator Ideas Customer Targets (based on persona profiles) Network-exclusive access to content Value-added special offers Discovery events White papers, top ten tips, etc. Network / Open Community Channels: Twitter, Facebook, Blog, LinkedIn Goal: Drive Registration Drip Marketing Channels: Email Newsletters, CRM System Goal: Drive Active Prospects Testimonials, Success Stories Profile-Specific Messages New product/service offers Active Sales Cycle Channels: CRM, 1:1 Goal: Sell New Opportunity Alerts 1:1 with Existing Customer In-Market Events Referral & Tell-a-Friend Offers Network / Community Invites New Customer

5. Social Media & Sales Survey Collected via on-line survey (n=499) Gist users so skewed in terms of use of social media But…a good leading indicator Wanted to understand usage as well as results You know what they say about statistics… 5 #gist/@RobertAtGist

6. Finding information… 6 #gist/@RobertAtGist

7. Social media generates revenue… 7 #gist/@RobertAtGist

8. Up to 20% more… 8 #gist/@RobertAtGist

9. But does not always reduce sales cycles 9 #gist/@RobertAtGist

10. Popular tools… 10 #gist/@RobertAtGist

11. Email isn’t going anywhere… 11 “Email is life's database” “Email is the foundation of all that I do.” “Email is part of what I do everyday. Going outside of Outlook slows my productivity.” “I prefer to stay in email. It is where I live and where work gets done.” “Most of the time spent is in Email, it becomes - with all its quirks - the primary organization and contact management tool.” #gist/@RobertAtGist

12. The Social Inbox - Email +Content 12

13. Social CRM – have intelligent conversations 13 #gist/@RobertAtGist

14. Social when you need it most… 14 #gist/@RobertAtGist

16. Generic response

17. Direct sales tactics

18. Nothing worth sharing

19. Partial coverage

20. Response within 4 – 6 Hours

21. Sales = Support

22. Actionable & meaningful

23. Contribute domain knowledge

24. Response within 1-10 minutes

25. Personal & authentic

26. Speed wins

27. Complete coverage

28. DO NOT outsource

29. No coverage

30. No responseReal-time/Near-time Response No Clue Batch & Act #FAIL #gist/@RobertAtGist

32. Tweetdeck #gist/@RobertAtGist @HeinzMarketing

34. It’s your turn… Let’s make this personal: Your industry Your customers Your product/service/solution Your opportunity

35. Thanks robert@gist.com twitter.com/robertatgist matt@heinzmarketing.com Twitter.com/heinzmarketing