How to launch a Social Selling programme. Successfully.

In this episode, I am joined by Lukasz Maroszczyk.

Lukasz describes himself as,  a Global Senior Digital Marketing Manager, SEO Program Lead, Digital Selling - Account-Based Marketing program architect with Signify.

He caught my attention with his detailed article on LinkedIn about how he launched a social selling program globally, with some hard metrics to back up some of the numbers.

The executive summary, taken from his article is as follows :

- Pilot time: 9 months: Feb – Oct 2020
- Activation focus: 70 selected named accounts
- Piloted markets: International key account management, France, UK&I, DACH, Nordics, CEE, US (84 people in total)
- Contacts prospected: ~12.000
- Pipeline dynamics: 3x better dynamics for a new funnel for selected named accounts (+57% treatment group of 70 named accounts vs +19% in the control group)
- ROI: 43:1 (calculated as the cost of licenses, advertising, and eLearning to created opportunity value)

 

Lukasz kindly breaks this down for us. We talk through :

 

The lead, up to the pilot, the seed was planted early on, where other countries had piloted in their own markets.

What had they learned from this?

The process the team went through to decide which accounts they were going to focus on and how they also A/B tested against accounts that were not part of the program.

How the team developed the blended approach to e-learning and "in-person training" in a virtual world.

The approach his team took to using Account-Based Marketing supported by paid marketing campaigns, and the results this yielded, on LinkedIn.

How he and the team tackled the attribution challenge to prove "social" really did influence the sales process to pipeline and attributable sales revenue. 

 

If you are serious about building social into your overall go-to-market strategy, especially for driving net new business from cold prospects/accounts, you must give this a listen.

Connect with Lukasz here https://www.linkedin.com/in/lukasz-maroszczyk/ - mention this podcast when you.

Thank you as ever for taking the time to listen, don't forget to follow, and share with your network!