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Shane Gibson's Podcast - Social Selling - B2B Sales and Influence

Shane Gibson Keynote Speaker | Social Selling | Sales Trainer | Social Media Strategy

Posts Categorized / * Sales Podcast

  • Nov 16 / 2015
  • Comments Off on How to Run Profitable B2B Influencer Engagement Programs #Podcast
Influencer Engagement Study 2015 with Podcast Augure
* Sales Podcast, social media podcast, social selling

How to Run Profitable B2B Influencer Engagement Programs #Podcast

Today’s podcast (download here) is focused on why Influencer Engagement programs are vital and how to run one effectively in the B2B sales and marketing space.

Following is  brief abridged version of what I cover in the podcast:

In a recent study (by Augure) of over 600 B2B marketing professionals 93% of them stated that they considered influencer engagement as an effective strategy to build brand awareness. 75% cited influencer engagement as an effective in lead generation. In my opinion Influencer Engagement (which is really building a community of leaders) is a highly overlooked or misunderstood discipline that can pay dividends for months or even years after you start using this strategy effectively.

Over the past few years I have had the opportunity work on influencer engagement programs (in partnership with great people like Mitch Ballentine) and events for major brands such as Paladin Security, Make-a-Wish Foundation, Toyota, various Comicons. I have also successfully used these processes for product launches and major events such as Social Media Week Vancouver, the Dragons Den Social Summit, the Sales Tribe social chat and all three of my books.

Although Influencer engagement is a hot topic many organizations are struggling to see real results from it.

Where most strategies fall short is they fail to identify the right influencers, and even when they do identify them they fail to develop a real relationship. Furthermore, even for those that develop a real relationship with the influencer; very few create a situation where the influencer is compelled to authentically talk about their brand, their organization or their products and services. The goal is not to get them to tweet about your brand, the goal is to turn these influencers into brand advocates and partners for your organization.

Following is a visual representation of what motivates today’s influencers:

Influencer Engagement Study 2015 with Podcast Augure

A Simple but effective event / project based B2B Influencer Engagement program may look and sound like this:

(Program will include some or all of these events and projects)

  1. Build a Top 50 List of Influencers to be published and promoted through social media, online news sites and directly by influencers.
  2. Collaboratively work with 10-20 of the influencers on several online Twitter chats. Check out this report to see the online impact of just one #SalesTribe twitter chat had this past June 2015.
  3. Launch and host a webinar series with influencers as participants.
  4. Develop, produce and promote a white paper or how-to guide sourcing content from 10-20 influencers.
  5. Develop a series of interviews with high profile clients (who are influencers) that are using your solutions and/or who your target market can relate to.

These 5 engagement strategies are simple and cost effective to implement. To enlist the help of these on-line thought leaders, start by promoting them, helping them and collaborating with them. You’ll notice nowhere have I mentioned getting them to do a product review or demo yet. This is all about building a board community of thought leaders and influencers first. After that it’s easy to move them into engaging directly to work more proactively with your brand.

Those key areas of influencer motivation mentioned earlier are a great reminder for when you’re approaching and interacting. If you can connect your program with the top influencer motivations you have a good chance of getting a significant number of them on-board.

If you liked this social sales podcast you may want to check more episodes by clicking through to iTunes.

 

 

  • Nov 13 / 2015
  • 5
Social Selling Funnel Sales Process
* Sales Podcast, Sales Blog, Sales Training, social media, social selling

Using Thought Leadership to Fill Your Social Sales Funnel #Podcast

Today’s sales funnel and sales process has changed. Sales for many of us is now more about getting buy-in versus pitching our wares. This 15 minute sales and social selling podcast introduces the new sales funnel “The 5 Stages of Consent” and also dives into how content creation is not enough to get noticed – you need to have a thought leadership strategy to truly fill the new sales funnel.

The success strategies covered in this sales podcast include:

  • How to move your prospects from “hello” to permission to sell
  • How to establish yourself as a thought leader
  • The role content curation and creation play in sales success
  • Why content is king and connection is queen

Click the images below to enlarge the Social Selling Infographics:

The 5 Stages of Consent (The Social Sales Funnel)

Social Selling Funnel Sales Process

Thought Leadership in Social Selling Venn Diagram

Thought leadership venn diagram infographic

  • Apr 08 / 2014
  • 3
* Sales Podcast, social media podcast

Why Sales People Need to Stop Googling and Start Nimbling

Social CRM Social Selling Software

Social CRM and social selling are two terms which I have seen go from obscurity to mainstream business topics in the past 24 months. Jon Ferrara CEO and Founder of Nimble, an early innovator in social CRM and social selling technology, took time out of his schedule to share with us the latest innovations in the space.

“Social selling is about inspiring and educating the customer as a trusted advisor.” Jon Ferrara, CEO and Founder of Nimble

In this podcast Jon Ferrara talks about his new “Nimble Everywhere” plugin and tool for the Chrome browser. This plugin can literally embed rich, relevant data in any cloud based application – it even enhances tools like SalesForce.com or Microsoft 360 and Dynamics.

Some of the key talking points of the podcast were as follows:

  • Your contacts are everywhere so your social CRM and prospecting tools should be everywhere as well.
  • We need to turn connections into conversations and then those relationships into a measurable mutually beneficial business outcome for your company. This is something we all struggle with in sales and social networking for business and Nimble Everywhere makes this easier to do.
  • 60% of your sales time is looking people up, logging what you did. From a social communications perspective your CRM should aggregate these conversations with each contact in an automated fashion.
  • The inbox is more and more becoming the ignore box for many people. Social media and social networks give us a way to get around the inbox.
  • It’s not about who owns the customer. It’s about the fact that the customer now owns the process.
  • When I asked Jon about what his favorite social media tools were he said for him the two primary social selling channels are LinkedIn and Twitter for him and his organization.

If you want to dig deeper here’s a video presentation created by Nimble that shows you how Nimble Everywhere can enhance and streamline your sales process:

  • Mar 29 / 2014
  • 2
Edgy Conversations Interview with Dan Waldschmidt
* Sales Podcast

An Edgy Conversation with Dan Waldschmidt on Success

Edgy Conversations Interview with Dan Waldschmidt

Edgy Conversations – How Ordinary People Can Achieve Outrageous Success is an awesome book that once I picked up I pretty well read the whole thing. I asked Dan Waldschmidt, author of the book to do a podcast interview. In this podcast we really got to dig onto his methodologies and principles of creating a great life and a successful business.

Dan interviewed and researched over 1000 successful people from all walks of life and has managed to distill it down to four key attributes or behaviors that drive success. In our interview we cover this, plus we also dig into how he is able to consistently land multi billion-dollar companies as clients through online thought leadership.

In his book Dan covers four key behaviors and strategies for success:

Extreme Behavior
Disciplined Activity
Giving Mindset
Y(H)uman Strategy

Have a listen to the podcast to and learn Dan’s EDGY approach to success.

Quick Links:

Post an Edgy Comment below!

 

 

  • Mar 17 / 2014
  • Comments Off on Top 5 Social Media Podcasts
* Sales Podcast

Top 5 Social Media Podcasts

I have been podcasting since 2004. These podcasts have included guests  interviews with Guy Kawasaki on Enchantment and with Jessica Northey on how she become one of the most influential women in social media.With close to 120 podcasts in the archives I thought I would hand-pick some key podcasts that I have produced on social business strategy. Here are my top 5 (or at least 5 you shouldn’t miss):

#1) 10 Corporate Social Media Myths Dispelled

This social business podcast is about 10 social media myths that are commonplace in the companies and organizations that we work with at Socialized! Agency. Many of these misconceptions stop organizations from truly realizing the potential of social media (or even starting).

#2) How to Hire the Right Social Media Manager the First Time

Hiring a social media manager, social media coordinator, chief tweeter or whatever you might call it is a challenging endeavor. There are many brands which have experienced great success and many who have also shot the foot off of their brand on the internet – often due to who they hired or promoted to do so.

 #3) What Comes First a Pretty Website of Business Results?

Too many people think a website, Twitter account or well produced video is a strategy — in reality they’re just tools. Before you invest money and time in building a brand new site, or devote more time to your social media efforts, it might be a good idea to have a plan.

 #4) Social Media Department Versus Socialized (Social) Business?

As organizations push into the social media space many will start with a social media position, others will have a social media department within their company. This is a great initial step but there are pitfalls and down-sides to seeing social as separate from other business activities. This social business podcast talks about the whether or not we should have dedicated social media silos or fully social companies.

 #5) Should You Let Your Sales Team Publish Content Using Social Media?

Today’s podcast answers the question “Should you let your sales team publish content using social media?” I cover 5 reasons sales professionals should not be publishing content on social media and 13 reasons they should be.

Subscribe to the Social Business Podcast on iTunes

Top Social Business Podcast social media podcasts

Click to subscribe (launches iTunes)


Shane Gibson (@ShaneGibson) is a sales and social media speaker who has addressed over 100,000 people on stages on three continents over the past 15 years.  He is also co-author of Guerrilla Social Media Marketing and Sociable! How Social Media is Turning Sales and Marketing Upside-down.  When he’s not speaking or Tweeting he is in the trenches working with the sales team at BuildDirect as a sales trainer. 

 

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