Archive | LinkedIn Strategy

Strategies and techniques for LinkedIn and Social Selling to improve sales results.

Social Selling Matrix – the Business Development Blueprint for Consultants

Many people have an official or unofficial role as a consultant.

They are Trusted Advisors who make recommendations based on their knowledge and assessment of a particular situation.

Medical Consultants are a great example. They assess complex situations. They also educate and advise their less experienced colleagues.

In Business most disciplines and functions have people in consultant roles, going through a similar work pattern.

– Business Consultants
– Management Consultants
– Sales Consultants
– Marketing Consultants
– IT Consultants
– HR Consultants
– Technical Consultants
– Legal Consultants
– and so on

NEXT PAGE >> Goals & Objectives

 Trust is Critical

Successful Consultants are Trusted in their area of expertise. The advice the provide has significant implications on the recipient.

In a medical context it may be the difference between life and death, with huge implications on the patient and their loved ones.

In business it may be the difference between growth and profit of the client, or missed opportunities, liability, fines, or worse.

Reputation is Key

As a patient or client we probably don’t know enough to judge whether one consultant is better than another.

So we rely on third parties to verify and validate the consultant credentials.

Have they passed relevant exams? Are the respected by their peers? Who are their clients? What results have they achieved?

Multiple Clients

Senior advisors within an organisation will have established channels through which they gain opportunities to add value.

Independent Consultants need to gain multiple and regular opportunities to contribute – to have a bank of clients who seek them out.

The Hybrid Network – Off-line and On-line

The rise of the Internet, websites, search, social media and more has extended the options to develop a network considerable.

While the principles of attracting clients and finding new customers still apply there are far more choices that can be used.

At Wurlwind we’ve developed an end-to-end, joined up, full-cycle approach to business development for Consultants.

This reflects the subtle and significant ways BUYING IS CHANGING

And in response Marketing, Sales and Business Development is CHANGING TOO.

It is the Internet and access to information and the ability to publish that lies behind this disruptive change.

And in the Business to Business (B2B) market it is the LinkedIn platform, network and community that is providing a means for independent consultants to respond.

Why we developed the Social Selling Matrix for Consultants

To help consultants to understand, plan and implement changes at strategic, operational and tactical levels we’ve developed the Social Selling Matrix.

The Matrix is grounded in 30 years B2B sales experience plus deep understanding of LinkedIn and participation in the evolution of Social Selling.

There are 10 elements to the Social Selling Matrix which encompass all the areas of business development that are essential.

Each of the following 10 pages introduces that section or topic.

The top of each page provides highlights and quick actionable tips – with the lower part providing additional tips if that’s where you want to drill down.

The Social Selling Matrix sections:

To put the sections into a logical sequence for someone approaching this for the first time:

1. Goals and Objectives

Four Foundations
2. Ideal Client
3. Value Proposition(s)
4. Personal Brand and Profile
5. Company Brand and Page

Three Stages of the Sales Funnel
6. Attracting and Finding Clients
7. Gaining Agreement
8. Nurturing Clients and partners

Supporting Resources
9. Content
10. Technology – Apps and Tools

Where’s the payback?

There are some quick win highlighted throughout the matrix. The Worksheets and Toolkits are the way into these.

The main payback is a change of mindset, culture, sales operations and resources.

This is a journey. And it may take 3-6 months for people to make appreciable progress.

Do you want to Develop your Consulting Practice and Win more Clients?

If so – Click here to Start Your Journey into Social Selling with me, Mark Stonham, Founder of Wurlwind.

 

Or, if you’d like a chat first, send an email to me, Mark Stonham at mark@wurlwind.co.uk, and I’ll be in touch asap.

NEXT PAGE >> Goals & Objectives

 

Customer Appreciation pays dividends

Wurlwind Social Selling - Customer Appreciation

Quick Tips:

1. There are many ways to show appreciation in public to customers through LinkedIn. Liking, commenting and sharing their content is one way, giving them endorsements and testimonials is another.  and other Social Media. Introducing them to other people pro-actively is a third.

2. Connecting with your Customer and /or Clients on LinkedIn should be a high priority.  Make it a priority to connect with all your current and historical customers, as well as colleagues and ex-colleagues, business partners and others you know offline.

Explanation:

1. Customers are a source of renewals and repeat business, case studies and reference calls, referrals and introductions. Showing appreciation, directly to them, and visibly to others, is a fantastic way to staying front-of-mind. Find reasons to thank your customers in many ways so they really know that you appreciate their business, and them as individuals. Visible appreciation through LinkedIn and other Social Media has huge power, as it shows that you are generous, and people are more likely to offer help, or respond positively if you ask.

2. LinkedIn is quite good at prompting and suggesting ‘People you might know’. Being pro-active, by going through your previous address books, your phone, email list, CRM, will build a powerful foundation network from which to grow. If you work in a sales team and with company colleagues you get extra leverage by connecting with them and then their contacts are 2nd level contacts for you. You should only need to do this catch-up once in your career, so why not do it now, rather than later.

Recommended Action:

Schedule time to go through your historical contacts and invite them to Connect on LinkedIn.

Additional Customer Appreciation Resources

To be added

LinkedIn and Social Selling Success Stories from the Web

LinkedIn Ladder – how well are you Connecting LinkedIn with Sales?

LinkedIn Roadmap to Social Selling from Wurlwind

From the LinkedIn briefings and training courses I run it’s amazing how little most people know about what can be achieved through LinkedIn.

For some people, a little is sufficient. For others they can really benefit from using the full range of LinkedIn capability.

However, there isn’t some magic switch, and to access the full range means building progressively through successive levels.

I’ve developed the LinkedIn Ladder or Roadmap graphic below to help people like you to identify where you are now, where you could aim for, the benefits obtainable at each level, and the behaviour that goes with it.

The LinkedIn Ladder (or Roadmap) helps you to Connect LinkedIn with Sales

There are essentially THREE elements that the Ladder considers:

  • Your LinkedIn Profile and Personal Brand
  • Your network of connections and how you build relationships
  • How you leverage your profile and network to attract, find and create new sales conversations.

I hope it provides some clarity and helps you to see how you can improve the way you use LinkedIn and optimise your efforts by:

  • Assessing where you and your team are now, based on your LinkedIn personal profiles, contact networks and LinkedIn activity
  • Identifying which level you’d like to get to, based on your role, and the outcomes you seek, your customer relationships and your sales goals
  • Helping you to plan the steps you need to take, and the progress you need to make, and the time needed to make and sustain those steps
  • Providing a means to monitor and review progress of you and your team, and identify potential improvements.

If you’d like to discuss this please do get in touch with me, Mark Stonham at Wurlwind.

LinkedIn Roadmap - the journey to Social Selling - by Wurlwind - V2

Active Links:  @markjstonham    Mark Stonham on LinkedIn    Wurlwind on LinkedIn    www.wurlwind.co.uk    #LinkedWin

 

The FIVE levels on the Wurlwind LinkedIn Ladder

There is actually a sixth level, the first being people who haven’t yet registered with LinkedIn, but for those who have here’s a quick tour guide.

As you read through, consider where you are, and also where your team members and colleagues are, and where you would like to get to.

Level 1 – Basic LinkedIn Profile – potentially damaging for lead generation and sales

A high percentage of LinkedIn profiles are still at this stage. The LinkedIn account was created and the current role was added. Maybe there were good intentions to return to add more details. But for whatever reason the profile has been neglected. On the one hand there are missed opportunities for business owners and professionals at this level. On the other hand a neglected profile might well have a detrimental and negative impact, on you, and on the company you work for. It’s surprising how little it takes to be passed over and not contacted, if for example you’re trying to call prospects and you want them to return your call.

Level 2 – Professional LinkedIn Profile – eg. for Account Managers & Fee Earning Specialists

Adding a good photo, updating all the contact details, completing details about each work position, education etc. makes the profile look much more professional. This might take a couple of hours, so is something that can be done in an evening or over the weekend. This is perhaps equivalent of having your CV online. Activity at this level is about connecting with the people you already know offline, with colleagues, customers, business partners who you deal with regularly. If you’re an account manager with no new-business responsibility this level may be adequate, for now. Connect with your customers and keep in touch regularly offline and online, and share valuable content with them.

Level 3 – Engaging LinkedIn Profile – eg. for New Business Sales and Consultants and Business Owners

Getting to level 3 takes more thought, but pays greater dividends. It’s about shifting your focus from ‘About me’ to ‘About the value I deliver’.  It’s about starting to show your knowledge of and experience in your customers markets. Let me illustrate the difference. Profiles of sales people I review are frequently focused on results achieved for their employer – how they hit targets, over-achieved and so on. That has little value for customers and prospects. It might even be harmful when trying to secure a meeting. Including examples of problems solved, benefits delivered and impacts made on previous customers businesses has far more impact. It shows your expertise and that you have value to offer, in exchange for time with a prospect. It also helps them realise they will need to spend less time bringing you up to speed with their sector and their business.

You’ll find tips to help you think about your personal brand and profile here.

If your role is new business then this should be the minimum level to aim at. By including and optimising keywords in your profile you are more likely to be found by prospects. By including benefits delivered you are more likely to win some time with key people, for example for that initial phone call. You’re also in a stronger position to connect with people through LinkedIn discussion groups and use that as a lead generation opportunity, to start conversations with people who could become customers or introducers.

Level 4 – Social LinkedIn Profile – eg. for Business Owners developing Business by Referral

This refers to being socially engaged – in a professional sense. It’s equivalent to finding common ground with people in person through your respective backgrounds, life experiences, even hobbies and interests. It’s a way to move beyond the formality, and build emotional connections through shared interests, values, concerns etc. If you took a client out for a drink what sort of mix of topics would you discuss? What part of your life would you also feel comfortable chatting about? In moderation, that side exists on social media and even in LinkedIn. However, moving swiftly and seamlessly through to sales conversations is essential. One technique is to mentioning 3-5 trigger events that previous prospects were going through that led to them becoming a customer.

Having developed an engaging profile, and a larger network, it’s worth committing time to reap the benefits. Keeping on-top of who’s viewing your profile, emails, invites, and notifications from discussions you’re part of is pretty essential.  Groups can be a rich source of new sales conversations, so it’s worth investing time in them. Using LinkedIn as a social prospecting system does take time commitment, of perhaps an hour a day, but for new business with high value clients this can be a lot more effective than alternatives. If you attend business network meetings you’ll know it’s useful to take a referral strategy, seeing who people can introduce you to, rather than trying to sell directly to the room. This approach on LinkedIn is very effective too, as you are develop work of mouth marketing and lead generation.

How to create a Success Community

If you run or work for a larger business, consider the benefit if your head of customer services or your delivery team were operating at this Social level, individually, or through your LinkedIn Company Page or your own discussion group.

Their ability to identify and share tips on how to use your product better, how to implement and get to the value and payback more quickly and to answer questions in public will pay huge dividends. The content shared here will be valuable to many people such as:

  • to your sales team directly, keeping them up-to-date with news and stories to share in phone conversations, meetings and presentations
  • for them to share with customers and prospects online, either by Liking and Commenting, or by sending specific links to individual contacts
  • for your referral circle, introducers, channel partners and of course your customers, keeping you front-of mind again with stories and tips to share
  • and of course to your customers, to keep them engaged with what you are doing and how to gain more benefit
  • and then your prospects, who will see not just the information and engagement but also the success community that you have created.

Getting to this level will take some planning, change, investment and time. However, do you think it could really accelerate your marketing and sales?

Check out the Wurlwind Social Selling Framework for an outline of a structured approach to achieve this.

Level 5 – LinkedIn Influencer Profile – eg. for CEOs, MDs and Senior Solution Specialists

This level is more applicable for business owners and sales directors, rather than members of a sales team. It does take a certain mindset, methodology and commitment to become a thought-leader, to provide insight and educational content, and to be very publicly visible. Being geared up to handle inquiries in volume and being able to deliver in scale means that the resource commitment to LinkedIn and other social media and lead generation activity can be translated into significantly greater revenue for you, your team and your business.

There is also a benefit in developing what I call a community mindset and co-operation culture, where customers, partners, staff in other departments etc. contribute to creating and sharing content. For example, it might be customers or customer services who are adding hints and tips about how to get the most from your product to your LinkedIn Company Page or discussion group.

With the right proposition, community and content the percentage of inbound leads should increase handsomely, and allow outbound lead generation to diminish. Progressing prospects through the sales funnel is still necessary, although having structured customer journeys in place, using tools such as marketing automation, can result in a steady stream of well qualified warm leads.

LinkedIn Ladder – and the benefits of moving towards Social Selling

LinkedIn is creating opportunities for sales leaders and business owners to move their marketing and sales to another level.

If you’re wondering whether time spent using LinkedIn is worthwhile, or whether training is a good investment, these are the benefits to weigh-up.

  • Increasing reach – for vendors (and buyers) to engage in business outside their traditional geographic area
  • Increasing choice – to find customers (or suppliers) who might not previously have been considered
  • Moving towards ‘perfect knowledge’ – being able to research businesses far more thoroughly than before
  • Reducing risk – being able to verify the track record of individuals and businesses in ways that were not previously possible
  • Reducing time –  for those who want to, they can move more quickly, and reduce the elapsed time from need to solution

Meanwhile there are organisations who are changing their approach to Marketing and Sales in ways outlined here, in order to become much more competitive.

If you’d like further guidance to help you plan your LinkedIn journey and Connect LinkedIn with Sales then please get in touch with me, Mark Stonham, and let’s start a conversation.

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Social Selling Training – Foundation Course

Social Selling Foundation TrainingDeveloping new and stronger relationships with buyers using Social Networks (particularly LinkedIn) is the heart of Social Selling.

If you run a business or a sales team and you want to get yourself and your team up to speed with Social Selling then this half-day course is designed for you.

You and your team will learn how Social Selling can help you to create more sales opportunities and win more sales, and how to go about it.

This course covers specific Social Selling strategies, techniques and tactics to find and build stronger sales relationships, generate leads and referrals and increase customer loyalty and advocacy.

Target Audience:

The half-day course is designed to be run in-house on client premises with 4-6 attendees from one company.

It is ideal for a team comprising the business owners and/or sales director, sales professionals and marketing support people.

Social Selling Training Course Objectives and Outcomes

The benefits to individual attendees are:

  • clarity about why and how to develop your individual Social Selling approach.
  • how to find and use resources from elsewhere to increase your value add to clients and prospects.

The benefits to the company are:

  • clarity about how to develop Social Selling as a team to increase sales.
  • identification of new campaigns for lead generation and customer appreciation.
  • what support to provide to sales professionals to enhance their productivity and effectiveness.

Social Selling Training Foundation – Topics covered:

Introduction to Social Selling – the new Relationship Selling model

  • What is Social Selling, and why it has evolved in response to changing buyer behaviour.
  • Who are the pioneers of Social Selling and what results have they achieved so far.
  • The three pillars of successful Social Selling

Personal Branding for Sales

  • Why your expertise and customer value proposition matters.
  • Beyond a Professional LinkedIn Profile – how to make it engaging.
  • The value of keywords so you get found by potential buyers.
  • Trigger events and how to engage with potential customers.
  • Social Proof that makes you a peer of your target contact.
  • Strategies to develop your Personal Brand in LinkedIn.
  • The value of being a Sales Challenger.

Making Connections and building sales relationships

  • Why your network matters – and how to build strong foundations.
  • Why the networks of your colleagues matter too, and how to leverage them.
  • How to organise your contacts in LinkedIn using TAGs, and how to use them.
  • Search strategies to find people and how to engage and make new connections.
  • Finding Companies and strategies to drill down to find useful connections.
  • Strategies to leverage LinkedIn Groups to build a lead list and engage.
  • How to find shared interests and topics in order to start conversations with people.
  • How to use LinkedIn to prepare for Meetings, Presentations and Proposals.
  • How to keep top-of-mind with your LinkedIn connections.
  • How to develop a referral network for introductions.
  • Ways to ‘pay it forward’ with prospects and introducers.
  • How to leverage third party content sources.
  • How to leverage content created by your company.

Social Selling Support Resources to you’ll find useful

  • Your LinkedIn Company Page.
  • Thought Leadership Content to support Campaigns.
  • Apps and Tools for social productivity and insight  eg. Hootsuite
  • Apps and Tools for the Sales Funnel  eg. CRM, Email Marketing, Website etc.

Course Pre-requisites

  • Sales professionals attending this course should already be familiar with the LinkedIn Foundation course topics.
  • Senior managers and marketing support should be familiar with LinkedIn.

NB. This course covers intermediate and advanced sales strategies using LinkedIn and other Social Networks. Some preparatory work may be appropriate to get some people up to a level where they and the team can cover the topics at speed. Alternatively the course content can be customised and covered over a number of sessions.

Course Costs

The Social Selling Training Foundation Course for up to 6 attendees is £595.

*This includes a brief review of the LinkedIn profiles of attendees, the LinkedIn Company Page and Website Resources.

**Additional costs for travel, room hire and customisation may apply.

 

Our Social Selling Review and Action Plan is strongly recommended as a pre-requisite in order to tailor the content accordingly.

Our LinkedIn Profile Rewrite Service is strongly recommended for senior people to provide a strong example and sales leadership for the team.

 

How to arrange a Social Selling Foundation Course

If you would like further information or to discuss specific LinkedIn Training needs please contact me, Mark Stonham, and let’s schedule a call.

LinkedIn Success Stories

LinkedIn Success Stories Wurlwind #LinkedWinWe know it’s always interesting, insightful and valuable to find out about other people and companies who are using LinkedIn. As we find LinkedIn Success Stories that we feel are valuable we’ll add them here.   If you find something that you feel would be worth sharing please let us know.

LinkedIn Success Stories from around the Web

LinkedIn Success Stories

Social Selling – evolution or revolution?

Social Selling ImageSocial Selling has become one of those phrases that generates some pretty strong reactions:

  • It’s a new band-wagon for people in the sales training and sales solutions market to latch on to – (guilty)
  • It’s an evolution in the sales approach, based on strategies and techniques to incorporate social media information and channels into selling activity.
  • It’s dismissed with some vigour by people who think it’s just a fad and it will some disappear without trace and business will continue as usual.

Social Selling evolution

Over the last 4 years I’ve seen a rapid evolution that i trace through to Social Selling

  1. First there was Social Media – pure form teenage craze to share social news – the origins of Facebook.
  2. The development of Social Media for Business
  3. The departmentalisation of Social Media for Business into various forms:
  • Social Media for Sales – effectively Social Selling
  • Social Media for Marketing
  • Social Media for PR
  • Social Media for Research
  • and so on.

Social Selling maturity

As the social media march matures so I anticipate social selling will settle down too.

I anticipate that social selling will become a recognised discipline in the spectrum that is marketing and sales.

Social Selling will be a subset of sales and marketing.

It will become part of direct sales, field sales, channel sales, and particularly inside sales.

It will be more applicable in some markets such as technology, than others.

Social Selling works alongside other sales techniques

Social selling will not exist in isolation. In the same way we use face to face meetings, online meetings. the telephone, email and more, so we will use Social Selling alongside email marketing, the website and more.

Social selling will become part of lead generation, customer acquisition and customer retention programs.

It will work alongside and support events and activities such as trade events, lead generation, product launches and more.

I had an opportunity to speak to a Marketing Group in Bristol and presented on ‘Social Media – is it a game-changer for B2B sales’.

You can find a copy of the presentation, along with slides and audio (slideshare) here. 

It’s an exciting journey.

 

LinkedIn Lead Generation – develop the ‘Y’ and find new customers

LinkedWin - LinkedIn Lead generationLinkedIn lead generation is a way to use LinkedIn for far more than a professional directory and somewhere to put a brief profile or your CV.

If you’re responsible for sales and personal lead generation, then LinkedIn has so much more potential for you.

If your role or job title resembles these then read on to find out how to make much more of LinkedIn.

  • sales person
  • account manager
  • business development manager
  • business owner
  • entrepreneur
  • sales manager
  • sales director
  • VP sales

 

LinkedIn Lead Generation – develop the ‘Y’

Our experience with hundreds of people in training sessions, consultancy assignments and more have been distilled into a pragmatic approach to developing Lead Generation within LinkedIn.

Some would call it a LinkedIn Lead Generation Framework, a LinkedIn Blueprint or LinkedIn Sales Playbook.

Our name for the framework is LinkedWin

We’ve designed LinkedWin to help busy sales focused people progressively develop their skill and results from LinkedIn.

Graphically, the approach looks like this:

 

Linkedin Lead Generation - 5 Areas for Success

LinkedIn lead generation key areas

The 5 areas of the Wurlwind LinkedWin approach – and links to more information- are:

Find contacts and opportunities in LinkedIn

There are several techniques where you can search for and find opportunities. Think of it as seeing someone across the room, and making a b-line for them. For example you can search for companies or people or find opportunities to reach out to people. Ad-hoc inquiries is one way, and saving advanced searches is another.  View the ‘Find’ section for more ideas and tips.

Get Found within LinkedIn for your expertise

There are  several ways to pro-actively put yourself in the right places to get found by people who are looking for what you offer. This is rather like having your 60 seconds to introduce yourself to the room, or taking an exhibition booth and getting into the program. Take a look at the ‘Get Found’ section for more techniques and strategies.

Engage and make a connection with people

A bland and unemotional connection will achieve very little. Making a positive impression, and engaging with head and heart are part of being memorable and making a strong first impression. Discover techniques to raise your game, and really engage in a memorable way with people you Find and people who Find you, as well as in other areas. Discover ways to be pro-active when you ‘Engage’, here.

Categorise your contacts and new connections

Qualification is such an important part of effective selling, so decide up-front which categorise you want to put people into. You’ll have a way to categorise leads as A, B or C, Hot, Warm or Cold, and put similar contacts together so you can treat them as a group or cluste. TAG groups are the way to do this withing LinkedIn, you just need to decide what the groups are. Learn ways to organise your contacts, and techniques to review them, in the ‘Categorise’ section here.

Nurture relationships with Customers and New Contacts

LinkedIn provides various means to pro-actively build relationships, and also to be triggered or to find opportunities to reach out on an ah-hoc basis. Follow-up is what generates returns from networking events, trade-shows and inquiries, and it’s no different in LinkedIn. Get some ideas in our ‘Nurture’ section so you stay top-of mind.

Five sources of leads from LinkedIn.

Of course, not all leads will stay within LinkedIn. Some people may find you in LinkedIn and then phone you up. You may decide to call someone having sees a tasty tip in their social profile that you’d like to explore in a phone call. In some ways it would be simpler if there was just one path to success for LinkedIn Lead Generation. In reality LinkedIn is a powerful tool, but it does need to be understood, and used in ways that help you achieve your goals, and stay close to your customers and prospects and how they buy now.

Download our Pocket Guide to LinkedIn for Lead Generation today

LinkedIn Case Studies for Sales Directors

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

How uSamp generated 18 new meetings for 5 sales rep in 30 days

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 Communications targeted new sales reps to book an appointment via LinkedIn – 50% success rate!

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.

Key lessons:

  • 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

 Write-up in Chief Marketer

 – Article on Slideshare