Quantifying the Value of Social Selling in the Enterprise

By Sander Biehn | Jun 18, 2021

Sander Biehn is founder and CEO of Thought Horizon, LLC. After a successful career in sales at AT&T, he founded his company in 2013 helping organizations to build, manage and succeed using social selling.

 

This global tech firm wanted to go big with social selling but had to prove that the program could not only succeed but also accurately measure the affect social selling had on sales and new revenue. We deployed our Ready For Social
platform to just 4o sellers and marketers as a pilot. After 6 months we looked at the cumulative results.

These sellers achieved social success for sure.

  • 2mm in social reach
  • An average of 25 engagements on each social share

When measured against paid social posts and advertising in this highly technical industry the program already paid for itself. In some cases, social platforms wanted $10-$20 per relevant keyword ‘click.’ But that is just the beginning of this
story.

The real question was still unanswered. How were all these social touches converting to new prospects, leads and, ultimately, deals? With a little help from our user survey function and correlations with the client’s sales ops team, we
scored as follows:

  • 1,000 new contacts cumulatively in LinkedIn driven by social posting
  • 60+ new leads
  • 80+ new deals

Even when considering just a 10% attribution to the deals brought into the funnel, the ROI on Gross Margin was phenomenal.

So, just how did we achieve this? We applied our time and expertise in creating the right content for these users. We focused on content centered around vertical markets and created categories for the sellers to choose from. The team could find content relative to the vertical markets they were assigned to. Using this method they became online ‘thought leaders’ in those verticals. We also found the best industry news and focused that content based on geography and market segment. Our platform gave users a chance to quickly understand the content and personalize it before it was scheduled to share at an appropriate time in the sellers’ target time zone.

What’s next? Our client is moving to SalesForce and an Account Based Selling model. We have been tapped to understand better which clients are interacting with what content shared by whom. We will score and log this data before combining it with SalesForce data to truly understand the day-to-day value of social sharing for B2B sales.

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