SXSW Interactive 2013
Getting Away With It: IBM Social Sells the Cloud
IBM and its web-based offering, the IBM Public Cloud, has gone social with its selling – and is exporting the practice overseas. Beginning in the US, IBM.com developed & launched an innovative Social Selling Program to help Public Cloud sales reps close new business using social media channels & techniques – primarily because traditional teleprospecting and email were not a market best fit. By embarking on internal social selling education, a social action marketing calendar, an influencer strategy, a social content management system, weekly reporting & prospect social tracking through the sales pipeline, the innovations has proven that social media has an invaluable contribution to the B2B sales & marketing mix. Hear from IBM on how this Social Selling Program was developed, the learning that the campaign has produced both in US and Europe – and the results that are now serving to influence the use of social media as a sales and marketing tool in b-to-b markets at IBM overall.
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- What culture change implications were involved in moving from traditional to social selling channels, both in US and Europe?
- How was buy-in from the organization achieved, and what hurdles needed to be overcome?
- Why are social media content and channels proving to be useful for Web-based services sales and marketing in particular?
- What types of training is necessary to “operationalize” sales professionals for social media communications?
- How is social media integrated (or not) with other channels in the sales pipeline – and how is tracking leads any different?
Chet Dalzell, PR Strategist & Practitioner, on behalf of..., Mason Zimbler, a Harte-Hanks Company