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©2013 LinkedIn Corporation. All Rights Reserved.
Live Webcast: Driving Demand with Social Media
Matthew Kiel
Senior Director
CEB
Ralf VonSosen
Head of Marketing
LinkedIn Sales Solutions

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AN INTRODUCTION TO CEB
Overview of CEB
CEB, the leading member-based advisory company, equips more than 10,000
organizations around the globe with insights, tools and actionable solutions to
transform enterprise performance.
By combining advanced research and analytics with best practices from member
companies, CEB helps leaders realize outsized returns by more effectively
managing talent, information, customers and risk.
Key CEB Statistics
25+Years of Experience
110+Countries Represented
10,000+Participating Organizations
300,000+Business Professionals
88% of the Fortune 500
82% of the FTSE 100
56% of the Dow Jones Asian Titans 50
Finance Information
Technology
Innovation &
Strategy
Human
Resources
Marketing &
Communications
Procurement &
Operations
Sales &
Service
Legal, Risk &
Compliance

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© 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN
Learn more at
www.challengersale.com
PORTRAIT OF THE NEW HIGH PERFORMER
Our Study in Brief
40,000+ sales reps surveyed to understand
drivers of performance
5,000+ B2B customers surveyed to
understand drivers of loyalty
100+ companies analyzed
Major Findings
Customers have fundamentally changed
the way they buy, which has forced an
evolution in how companies sell.
The sales experience drives 53% of
customer loyalty.
The sellers who perform best in a complex
sales environment have a certain set of
behaviours and skills.
These high performers are known as
Challengers.

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FINDING A READY CUSTOMER

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RELEGATED TO FULFILLMENT

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IN SEARCH OF ANSWERS

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GATHER DEEP INTELLIGENCE

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OWN LEAD GENERATION

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LEAD WITH INSIGHT

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GAIN PRESENCE AND INFLUENCE

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SHAPING DEMAND

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MASS CUSTOMISATION

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PRINCIPLES OF “SOCIAL SOUNDBITES”

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AUTHENTIC AND EASY

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SPEEDY AND IMPRESSIVE RESULTS

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TEACH WHERE CUSTOMERS LEARN
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REVISING THE COMMERCIAL FRONT

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©2013 LinkedIn Corporation. All Rights Reserved.
Ralf VonSosen
Head of Marketing
LinkedIn Sales Solutions
What is Social Selling, and becoming a Social
Selling Expert on LinkedIn

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Members Worldwide
+2 new
Members Per Second
300M+
15M+Members in the UK & Ire
85M+Members EMEA

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What is Social Selling?

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Leveraging your social brand to fill
your pipeline with the right people,
insights and relationships.
Social Selling Defined:

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Becoming a
Social Selling Expert

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5 Steps to Becoming a Social Selling Expert
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Developing a Reputation: Building a strong online
reputation that showcases your experience and increases
your credibility
Gathering Intelligence: Researching social information
to prepare for sales conversations
Building your Network: Developing relationships with
people who can share information and provide referrals
Offering Insights: Providing meaningful insights that earn
opportunities to engage with and influence contacts
1. Build Your PROFILE
3. Gather INTELLIGENCE
2. Develop Your NETWORK
4. Contribute INSIGHTS
5. Use Social SOLUTIONS Gain competitive advantage: Use targeted social
media engagement and turn cold leads into warm prospects

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1. Build a Strong Professional Profile
Add a photo, experience and skills that showcase the brand of YOU
24

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Leading with Insights
Resume to Reputation

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2. Proactively Develop Your Network
Build trusted relationships who can support your professional objectives

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TeamLink
Leverage Relationships

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3. Gather Intelligence
Be prepared for every interaction by researching contacts and companies

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4. Contribute Insights
Share ideas through status updates, and participate in groups

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Social Selling Evolution
Doesn’t happen overnight

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Social Selling Evolution
Doesn’t happen overnight
LSS©2013 LinkedIn Corporation. All Rights Reserved.

32.
How
How do
I get in?
LSS 33©2013 LinkedIn Corporation. All Rights Reserved.
240M
members
2B
member updates
per week
Billions
Of Connections
5. LinkedIn Enables Social Selling
What
What to
talk about?
Who
Who are the
Right People?

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Macro to Micro:
Best-in-class reps do these three things
Leverage
Relationships
Lead
With Insights
Find
Right People

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Who are the right people?
My search yielded 124,789 search results!
I don’t have time to sort through all these searches
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By using the premium search filters, it gets
much narrower…
Find Key Prospects1
LSS
With TeamLink, I can narrow down to profiles that have
connection paths to my team
Brian
©2013 LinkedIn Corporation. All Rights Reserved.

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What to talk about?
LSS 36©2013 LinkedIn Corporation. All Rights Reserved.

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How do I get in?
Brian
2 Identifies a great prospect
This profile fits all my criteria, and has a connection
to someone in our Canadian office
3 Asks teammate for an introduction
I have a meeting set up for Tuesday!
LSS 37©2013 LinkedIn Corporation. All Rights Reserved.

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Build Your PROFILE
In Summary
Gather INTELLIGENCE
Develop Your NETWORK
Contribute INSIGHTS
1
2
3
4
Use Social Selling SOLUTIONS5