How can you effectively communicate the value of social selling to a skeptical marketing team?

Una de las cosas que más enoja a marketing es generar leads y que luego no sean atendidos. Una de las cosas que más enoja a ventas es que marketing genere leads de mala calidad. Esto sucede porque las estrategias de ambos equipos van por caminos paralelos. ¿Cómo resolverlo? Tres ideas sencillas: 1. Que una parte del equipo de marketing genere contenido orgánico en los perfiles de los comerciales con foco puesto en el dolor y que aporte valor. Que el KPI no sea alcance global, sino leads generados. 2. Grabar reuniones de venta que sean revisadas por el equipo de marketing para entender la necesidad y urgencia. 3. Diseñar un scorecard global entre ambas áreas, donde marketing pueda ver los KPIs de ventas

In order to implement a social selling strategy, sales needs to work cohesively with communications and marketing in order to align key objectives. It is important to show the marketing team the impact of this strategy and information sales can gather from it.

É fundamental ter uma estratégia de vendas com capilaridade na prospecção de clientes, agir de acordo com os canais disponíveis, sabendo que muitos clientes ainda preferem a visita presencial, enquanto há uma escalabilidade lhe aguardando nas redes sociais. Aquele cliente da rede social pode está engajado em seu conteúdo por dias a fio, algo muito positivo, desde que este conteúdo seja estratégico, ou seja, leve a venda e a fidelizá-lo ao ponto de indicar novos clientes. Por isso, a pesquisa NPS é uma ferramenta essencial para diagnosticar este ambiente. O clima nas redes sociais precisa está alinhado com os resultados a curto e longo prazo.

Effectively communicate the value of social selling to a skeptical marketing team by sharing data-driven success stories, highlighting how it complements traditional marketing, and demonstrating its impact on lead generation and relationship building.

The marketing team's skepticism most likely stems from the fact that if something is called Social Selling they think it is no longer their department. Social Selling, on the other hand, is a team project, where we need good quality content prepared by marketing based on insights provided by sales or the inside sales or customer care dept. That's why it's important to show this as a process to all decision makers from different departments in the company e.g.: Operations or HR because they too can assign their KPIs to the same project. I believe that if marketing understands the benefits of using Smart Links and still has it established when a lead goes from MQL to SQL then they will stop being skeptical.

I bet the team is still not seeing social media as impactful. They’re stuck on “ROI” and “How many leads?”—the usual buzzwords. Here’s how you break through: First, stop preaching about the benefits and show them. Real life? I got a lead on LinkedIn, nurtured it for three months by sharing insights they actually cared about, and closed a five-figure deal. No pitch, just consistent value. Second, stop making social selling a “sales” thing. Marketing and sales are married, not roommates. Have marketing feed sales data from content engagement—let them be the bridge, not the bottleneck. Social selling works when the two sides are aligned, not in competition.

🌞 "In the world of social selling, skepticism can be transformed into strategy!" To effectively communicate the value of social selling to a skeptical marketing team, consider these tips: - Showcase Long-Term ROI: Emphasize that social selling fosters relationships that lead to sustainable growth, not just immediate sales. - Utilize Data-Driven Insights: Present case studies and analytics that demonstrate the effectiveness of social selling in similar industries. - Encourage Team Involvement: Engage the marketing team in the social selling process, making them feel part of the strategy's success. Remember, your network is your net worth—let's turn skepticism into success! You got this!

Begin by listening to the marketing team’s concerns and understanding the root of their skepticism regarding social selling. By acknowledging their reservations and seeking to address them, you can create a more open and constructive dialogue. This approach also shows that you respect their perspective, which can lead to a more collaborative relationship.

To communicate the value of social selling to a skeptical marketing team, I would first acknowledge their concerns and share specific success stories that highlight measurable results. Engaging them in a collaborative discussion allows us to address misconceptions and explore how social selling can complement our marketing efforts. By framing it as a valuable tool for enhancing our overall strategy and strengthening customer relationships, you can help build enthusiasm and support within the team.

Emphasize how social selling can enhance lead generation and customer engagement through personalized, relationship-building efforts. Use data to show how it complements existing marketing strategies, driving higher-quality leads and expanding brand reach without a significant increase in marketing spend.

The biggest challenge today is “catching” the attention of the B2B lead early in their search for a solution to their problem. Today's B2B buyers no longer go to the solution provider's website there looking for an answer, but are actively searching for it themselves online, often on LinkedIn. Marketing is aware of this, and I believe that showing them how they can see through Sales Navigator's Smart Links feature whether the product description they prepared was opened and how the potential customer viewed it is of considerable value. With Linkedin data on customer behavior and searches, they can also prepare more personalized content for salespeople.

🚀 "Your network is your net worth!" Are you leveraging social selling to its full potential? Here’s why social selling is a game changer for your marketing strategy: - Build Relationships: Foster genuine connections that lead to trust and loyalty. - Targeted Engagement: Reach your ideal audience with personalized content. - Data-Driven Insights: Utilize analytics to refine your approach and boost ROI. - Amplify Brand Voice: Showcase your expertise and thought leadership across platforms. Embrace social selling today and watch your leads multiply! You got this! 💪

Siempre que tengo la oportunidad, comparto mis experiencias con mis clientes. Puedes hablar muy bien de ti mismo, pero no hay nada más poderoso que un cliente hablando maravillas de tu trabajo. Las recomendaciones son el mejor validador del esfuerzo y la dedicación que ponemos en cada proyecto. Escuchar cómo nuestra contribución ha impactado positivamente en sus negocios no solo es gratificante, sino también una excelente forma de demostrar el valor real que aportamos.

In Polish, we have a saying: Success has many fathers, and failure has only one mother. That's why, I argue that Social Selling should be a joint project between departments. Sharing stories of Social Selling implementations will help convince a skeptical marketing team and C-level decision-makers who fund such projects. By involving various departments, each can contribute to the success of the project, fostering a sense of ownership and increasing their engagement. Even if you can't show hard numbers for confidentiality reasons, there are certainly other KPIs you can show and they will be convincing.

Present case studies or examples of successful social selling initiatives from within your industry or organization. Highlight the tangible results, such as increased lead generation or higher engagement rates, to show that social selling is a proven strategy. Sharing these success stories helps build credibility and illustrates the potential impact on the company’s bottom line.

To overcome skepticism within the marketing team, start by offering comprehensive training on social selling, including its benefits, tools, and best practices. Walk them through how social selling can help build stronger relationships with prospects by leveraging AI insights and personal connections on platforms like LinkedIn. By equipping the team with the knowledge and confidence they need, you'll show them how this approach can complement existing marketing strategies and lead to better outcomes.

Establish clear, measurable goals that align social selling efforts with the team’s overall marketing objectives. This could include KPIs like engagement rates, lead generation, or customer acquisition, ensuring everyone can track progress and see the impact of social selling.

Hay dos formas de colaborar que son claves: 1. Que el comercial ponga a disposición del equipo de marketing su perfil de linkedin. 2. Que el equipo de marketing se sume a las reuniones de venta. Sencillo, básico y súper potente.

Encourage cross-department collaboration between sales, marketing, and customer success teams to maximize the effectiveness of social selling. By fostering open communication, you can create a more cohesive strategy that benefits from shared insights and collective expertise.

Social selling has different goals to marketing. Social selling should be geared toward communicating (publicly and privately) with a controlled and curated audience with the purpose of feeding back key insights for broader marketing campaigns. 1) Sales communication (content/conversations) 2) Present feedback to marketing. 3) Informed marketing campaign.

Tengo dos nuncas y dos siempres: 1. Nunca pongas a cargo de marketing el equipo de SDRs. 2. Nunca pongas a un SDR inbound a hacer outbound y viceversa. 1. Siempre decide en base a métricas 2. Siempre dale entre 3 y 6 meses a una estrategia antes de decir que no funcionó

Keep the conversation going by providing continuous updates on new social selling trends, tools, and success stories. This helps the marketing team stay informed and motivated while demonstrating that social selling is an evolving, valuable part of modern marketing strategy.