Find Buyers on Linkedin and Twitter
by Gabe Villamizar
In this "how to" session, you'll learn ways to capitalize and leverage your buyer's social media digital footprint in order to indentify, listen and close more deals from social selling activities.
What's happening guys? Gabe Villamizar, thank you so much for joining us. This event has been freaking epic. This is the second annual Social Selling Summit that we do. HireVue has teamed up with Sales For Life and we've brought this event to you. Hopefully you guys have had a great time. Jeffrey Gitomer, Jill Konrath, Grant Cardone, Craig Elias, Ken Krogue, we have a sick, super-sick lineup and I couldn't be more excited to be here with you today. Again, [inaudible 00:00:31]introduction, I'm Gabe Villamizar. I have organized this event and hopefully you guys are having a good time. I am the Social Selling strategist trainer and do digital marketing, on-demand marketing or lead-gen marketing here at HireVue, and I'm really excited to be here. Today I'm going to teach you how to find, listen and engage with your buyer on LinkedIn and Twitter. This is just going to be a few slides and then we're going to dive in very deep to figure out how to do it.
There is nothing better than learning, the what, and the why, but most important the how. How do you do what's working and what's not working? Obviously you don't want to repeat what's not working. I have been doing this for a long time now. So I'll tell you more a little bit about myself. Gabe Villamizar if you want to follow me on Twitter, and follow the conversation about this event @socialsellingsummit. Okay? That's me on the left. I usually, typically wear a hat. Our CMO was pretty cool, he's name is Kevin Marasco, I had to include him in this presentation. So he's there to the right of me, we are taking a picture. We were taking profile pictures for LinkedIn at this one time and they took this very candid picture of us. I'm like, "Why not share it?" So a little bit about my background. I started at InsideSales.com, my SaaS career right when I graduated at Utah Valley University. I used to be a sales guy, I've done sales my whole life in New-Skin.
I did sales/marketing at Southwest Airlines and then I joined InsideSales.com and saw the opportunity of social selling, this is about three years ago. I wanted to learn it, I wanted to test it and I was really excited about it. So I approached Ken Krogue and told him, "I really think social selling is going to blow up, let's do something about it." He was very kind, and my good friend and mentor Ken Krogue told me, "Let's do it. Let's crack the code." So over the past three to four years I have been testing, trying and developing methodologies for social selling. Specifically in the insight sale industry, in the B2B for Salesforce and Saas companies and things of that nature. I consult also on the side, software companies such as...so far I've worked with...and some of these names you might recognize. Canvas, Bind Structures[SP], Qualtrics etc.
So here is the agenda of what we're going to go over today. We're going to talk about the buyer's trends. If we do not understand our buyers, we cannot get to them. If we don't know what's changing and what's static, then we're not going to be productive. Then we're also going to talk about the social selling process. What's the most effective way that are tested and that I have seen over the past three years, and that's current up to date. How to use LinkedIn to penetrate to your buyers, to get their attention to listen to them and to find them. How to also use Twitter believe it or not. A lot of you out there might be like, "What the freak dude?" I do not use Twitter. My daughter or my son have a Twitter, Instagram account. Well, we're not talking about Instagram, we're not talking about Twitter and, don't freak out. The only reason I put Twitter on here is because there is a ton of tremendous value and data that is just not being utilized by sales reps.
You don't have to have an active account. You don't have to be super crazy, have a super-high crazy number of followers, you just have to know how to search and how to find the right people. And how to use that data to help you make better educated decisions. So that's what we're going to cover in the next 25 minutes or so. So let's get to it. The buying process. B2B businesses over half way through the buying process before they contact you. So what this means, what you're looking at right now is that 57% of the buying process, is usually complete when the buyer reaches out to the vendor. Because they've already done their research, there is so much information and data online that usually the buyer already knows what they want, what their pain points are before they even contact you. Or they ask their peers, they ask their colleagues, they ask their network. So if you're really frustrated with what's happening, why you can't close a lot of these deals is because the buying cycle, the buying process has changed.
There is a way through social media and through social selling to actually incorporate your process to be part of that 57%, so you can actually influence the buyer. That's the good news. So there is good news and bad news. The bad news, crap, cold calling and cold emailings, the traditional prospecting hasn't been catching up really to the buying process. So thank goodness for social media and social selling, you can actually penetrate and be part of that 57%. Moving on here. So the other interesting statistic...by the way, this data is from CEB. If you haven't checked out CEB the challenger sale and the challenger customer and things of that nature, there is a new book coming out September 11th. Please look into them, they're awesome. Here at HireVue Accelerate we've teamed up with them and we're doing crazy, awesome things. Anyway, moving on. The average buyer, 5.4 people in an organization, typically in the B2B industry are now involved in the B2B buying decision.
So what does this mean? When you get a lead from a specific account, you shouldn't just work with that specific lead. You shouldn't work with that specific buyer or person or prospect, or whatever organizations actually call them. If you really want to increase your chances of closing and winning, you need to involve...to be safe, let's just say six people in that buying process. Because that's going to help you increase your probability of closing that deal and accelerate the whole process. So let's say your product is a Saas product and you're selling to VPs of sales. Well, the VP of sales has certain goals, the CTO has certain goals, the CFO and other people might have certain goals. So the more people you get aligned during the buying process, the less convincing that person who wants to buy that product is going to have to convince the other people. So for example, if someone is trying to sell something to me since I'm a director of social media and social selling, then I usually have to get approval from my CMO.
So I have to convince my CMO that I want to use this XYZ product because it's going to help us achieve this type of goals. The CMO also might say, "What's in it for me? How is this going to help me accomplish my goals and the organization's goals?" So the more people you involve, the better it is. Because usually when you have the majority of people on-board with a certain product or idea, they are all going to be on the same page. Remember this, and this is going to be really crucial and you really can't just cold call six people in an organization and be effective at it. Usually you can't cold email six people, and that's the bad news. The good news is that social selling is here to help you identify these people, to help you listen to those people and to help you engage with those people. So let's review a little bit of this data again. So let's just say 5.4 or six people are now involved in the B2B buying decision, 75% of those B2B buyers, now your social media.
Networks such as LinkedIn and Facebook or Twitter or whatever, CORA, you name it, to be more informed on the vendors. So if your company doesn't have a strong social media presence, they have to go [inaudible 00:08:03]. 90% of the decision makers say they never respond to cold outreach. Holy crap! So what are you doing? This doesn't mean that you should social sell 24/7. I don't think we're there yet. I think you should integrate social selling with your traditional prospecting methods, and do a blend of multi-touch prospecting that has never been done before. This is what I came up with, it's called the Social Selling Work-flow. If you want to take a screenshot of this, if you want to...whatever you want to do with this. Write it down, I'll talk about it for a minute. Over the past few years I've developed this certain work-flow that has increased the way we contact people. We're actually getting a hold of a lot of buyers, we're getting a hold of our in-bound and out-bound leads. This mostly works very effectively for outbound, when you're trying to get a hold of...when you're sniping specific accounts.
This is what I developed and this is...so let's go over it real quick. Number one, you do a three by three research. I'm going to show you exactly how to do this. Find three things about your buyer in three minutes or less. Steve Richards, my homie out there from VorsightBP. If you haven't checked him out, check him out. He taught me this, and I have incorporated this to use it in a social way. Number two, usually connect with other buyer, customize their invites with the three by three research and also send them an email. Follow the company on Twitter, follow the buyer on Twitter. Engage with them on Twitter in non-creepy way. I'll talk about that also. Engage on LinkedIn, call them, use the... please, the voicemail. What that does, if you effectively do this and you do it in a non-creepy way, and I'm emphasizing that. You usually will get seven touch-points in 24 hours. When was the last time you were able to effectively touch a buyer seven effective ways within 24 hours, just by cold calling and by cold emailing? Never.
So it's time to use this data and it's time to use social media to actually show an ROI in revenue, by actually sending specific KPIs and improving day-by-day, week-by-week. Okay, let's move on. The rest of this is going to be now screen share. So let me move on here and let's get to this. So let's say specifically I want to sell to Adobe. So I have identified that Adobe is the count that I want to penetrate. So according to the CEB data, which I strongly believe in, I need to find six people that I need to penetrate and get a hold of. Traditionally, for example here at HireVue, we're a three, four buyers. We usually get a hold of three or four buyers, there is room for improvement. Number one, assess your company and ask people around you, "How many people do you work with when you're working with an account?"
If it's one or two, there is room for improvement. If there is two to three, there is also room for improvement. If you're four plus, I think you're very good. There is still room for improvement, but what I'm trying to get to is the sweet spot is six, 5.4/6. So let's go and use LinkedIn and how can I penetrate Adobe. So I'm going to go here and I'm going to go advanced. This is all free, you don't have to pay for this. I highly recommend you use LinkedIn sales navigator, everybody here at HireVue does. A huge fan of that tool, and the capabilities and power of accessing all the data of the LinkedIn's members to a certain degree. Now, I'm not going to cover that today, because a lot of people will be like, "Well, Gabe, I don't have money to use LinkedIn sales navigator." What I'm going to show you, none of these cost money, it's all free and it's here, it's going to help you identify, listen and engage with your buyer. So let's say I am trying to go for current company, I go here and I type, "Adobe keywords." This is where brilliant search comes into play. I think brilliant search is never, never ever.
I have never seen articles online, in the social selling space or the B2B about how to effectively do a brilliant search. How can you communicate with LinkedIn? In telling LinkedIn who you want to come up in their search engine and LinkedIn showing exactly what you want to see. So what you do is you start with these quotations. So you open a quotation and put, "VP of sales," close quotation and then you do a space and then it's capital O, capital O, capital R, space. And then I keep putting all my keywords, specifically that I want to search for in this manner. Some people don't put, "of sales." So this time I'm going to put VP with no "of" and then I'm just putting sales. So if you can't see this, let me read this out loud. So what I did, I did open quotation mark, "VP of sales," close quotation marks, space, capital O, O, capital R, space and then I do my next keyword and do the same thing. So you can have a long search keywords here that I want to search for and specific people that work at Adobe.
Then I type search, let's see what comes up. So there is all these people that came up. What LinkedIn has started doing lately, it tells you right here. Some search results have been filtered to improve relevance. I usually don't like this, some of you may but I want LinkedIn to show me all the results. So I click on, "show all results" and now it gives me different people that I would have never seen, because LinkedIn according to their algorithm said, "they were non-relevant," but I still want to make the decision myself and that's what I highly recommend. So let's just say for time's sake, I want to sell to this guy right here, Jeff. So I identify Jeff, he's my target. So here at HireVue, we sell to recruiters, HR people, talent people. So this guy will be ideal for him to sell the HireVue stuff. So what I want to do again is do my three by three research. I click on here and then, let me close this email here. What I do here is I want to write down anything that's going to help me crack the perfect message, and that's going to stand out from anybody else who is trying to reach out to Jeff.
So I go down here and I read a little bit about Adobe. I see that Adobe, that they're on NASDAQ. So I'm going to write this down, this is good information for me to have. So I go copy, paste over here. It's one of the largest software companies in the world. Adobe achieved revenue of more than four billion in 2013, that's good information, I'm going to copy that and paste it over here. This is all going to make sense in just a second. So he has 15 years of executive search and recruiting experience. That tells me that he's very well known. He's savvy, he's been doing this for 15 years. Keep going down, he's been with Adobe for almost two and a half years in this position, keep scrolling down. I see that actually he's been four years and eight months...so he's been talent acquisition and people stuff for almost seven years. He's been also at Google. So this guy is very, very well tech savvy, software savvy. He has an impressive background, I keep scrolling down. And he has a lot of endorsements for talent acquisition and talent management.
So I'm going to put here, "talent acquisition, talent management" So if I were to craft my message right now, so forward this information. I'd be like, "Hey Jeff, noticed that you're really good at talent acquisition and time management. I'd love to chat with you more about XYZ." Let's keep moving on. That message still is not good enough, but it's more than, "Hey Jeff, I want to talk to you about HireVue. Here at HireVue it's all about me, me, me." You want to make this initial message and connection all about them, because once they connect with you then it's a lot easier to have a dialogue. Let's keep moving down. He went to school at Stanford and then, guess what? He's on Twitter and here is his email. So I have his email right here, that's lucky that he just put his email out there. He's a recruiter, so he wants people to reach out to him, and I found his Twitter profile. This is one way to find his Twitter profile. Another way to find his Twitter profile, if you click here under contact info it says Twitter and that's it. So I want to copy and paste his Twitter and it's all that.
Another thing you can do before I move on to Twitter, is you click on view recent activity. I click on this and it shows me everything that he's been sharing on LinkedIn. This is what I call social-digital footprints. Three days ago, he's talking about this type of stuff, so he reads money.cnn.com or he liked this article and shared it. Keep on moving on seven days ago, he shared about, Six Leadership, Mix and Realities. So he reads the Huffington Post. So he keeps up to date with tech blogs and software blogs and those type of blogs. Keep going down. Workplace Rudeness Spreads Like a Virus that he finds. So here pay attention to what your prospect or buyer is sharing and you can learn a lot of stuff from this. Now some people have these settings in private and you might not see this type of recent activity until you connect with them and that's okay. But Jeff in this instance happened to have this stuff public and it's great. The next thing I want to do before moving on, is I want to search for adobe on what is the LinkedIn company page saying?
So they have 465,000 followers. I click on see more and it tells me right here what Adobe is all about. And if I can include some of these verbiage in my message, I'm going to stand out, because I'm speaking his lingo. Just for example, think of your company, what are a few things that if somebody were to craft the message and send it to you, would stand out. Here at HireVue for example, we have something called attributes. Attributes are certain values and beliefs that we believe here, that every person that works at HireVue wants to achieve or accomplish or they already have them. So if somebody were to reach out to me, and say, "Hey Gabe, I noticed you have some cool attributes, " and it's on purpose, like butes [SP] as in HireVue then that would totally get my attention. So what can I do here? You can say for example, "Hey Jeff, I noticed that Adobe delivers the most innovative solutions for optimizing marketing campaigns to maximize return." Obviously don't say word by word like that, put it in your own message.
He's going to definitely see, "Wow, this person really did their homework and they know what Adobe is all about," specifically Adobe digital marketing. I see here there is digital media and there is digital marketing and I'm sure they have a lot of other product lines. Keep going down, I want to find something. Obviously this has taken me less than three minutes, but I'm trying to show you. I'm trying to help you think and understand, how this research process...what your options and capabilities can be. I keep going down, there is no better message than the one you can say, "Congratulations on something." Perfect. "We're proud to be on Forbes world's most innovative companies." So I want to click on this, I'm going to open it in a new tab. If my message were to include this, it would be something like, "Hey Jeff, congratulations on building Adobe and ranking on Forbes world's most innovative companies."
If you were just to have that as your link customization to invite with them, and then share a few more things here and there after you connect, he's going to definitely accept your invites and you're not going to come across like the other people who are trying to social sell, and as soon as they connect they just bar fall over the buyer and tell them all about themselves and do a product pitch. So don't do that. I click on this and I see what's going on. Okay, great. You might want to read this, so you can include this in your message and your outreach as well, and that's that. I'm going to close this right here. Let's see what his Twitter is all about. Maybe I can learn some stuff about his Twitter. I see here that his Twitter was @Jeff, I click on this. Twitter has allowed you to actually search without even logging in, it's a new thing. I want to definitely follow him, I click on his profile right here. I see that they use Adobe and #adobelife. This is probably like an internal company culture thing. So if I want to learn more about Jeff and what it's like to work at Adobe, I might want click on these two things. So then the other thing you want to do is click on tweet and replies.
Tweets are the tweets that Jeff is doing to the whole world publicly. Tweets and replies are conversations that he's doing publicly and also is using at chatting with other people. So you can also get a lot of...a good, a descent idea of what Jeff likes to share. What he likes to read, what words he likes to use, who does he interact with? What day does he like to usually talk with people? If you want to take it a step even further, what I recommend is going to TweetDeck. I hope this doesn't scare you, there is a lot of stuff I'm tracking here. TweetDeck is free. There is a Google Chrome extension called CrowdRiff. CrowdRiff is freaking sick, because it allows you to see a lot of data on a specific user on Twitter. So it's free, if you're not using the Chrome extension or the Chrome browser. I highly recommend it. Like I said, you add it to Chrome. Once you do that, then you can see people's information. So you can only see it so far on TweetDeck. So I'm going to copy and paste Jeff's Twitter handle here. I click on search and let's see what comes up, if it doesn't freeze up on me.
So he has a klout score of 39. That means, it's okay, that's a good decent klout score. I would say anything above a 40 or anything above 35, that's a person who is very socially active. He has this many tweets total, he has 920 following, 947 followers. Keep going down. The top hash-tags that he uses is Adobelife, #leadership, #EQ, #siliconvalley and emotional intelligence. If I want to get his attention and if I were to tweet at him right now, I would use one of these hash-tags. Who does he talk to with the most ? Well, Inc First Company, Adobe, JMass and Entrepreneur. So he reads and follows these blogs and magazines very close. What URLs does he tweet from the most or does he like to include in his tweets? These right here, Huffington Post, LinkedIn, Forbes, Fortune and this. The next thing is, what days does he tweet? If I were to tweet at him on these days that he doesn't tweet, the chances of him tweeting me back or replying to me are very, very low.
If you're going to compose a message to him on Twitter to get his attention, then you definitely want to use historically, and look at this data and maybe tweet it during these days and these times. Then you can see he's very active on LinkedIn, because most of his tweets are sent from the LinkedIn platforms. So whenever there's a post on LinkedIn, he checks the box that says, "Also share with my Twitter network on my Twitter profile with my followers." So he uses iPhone, so he's a an Apple user and IOS stuff. He also tweets from his iPad, but the number one source of tweets...85% of his tweets are coming from LinkedIn and 12% are from iPhone and 1% from iPad. So he tweets mostly from LinkedIn platform and from his phone. So with all that data, I definitely want to copy and paste it in here. I'm not going to do anymore of that. But it's just to give you an idea of all these data that you can use and connect with people. So the next step for me to reach out to Jeff would be, number one, I want to follow him right here.
I click on his profile again. Let's say I want to sell him something, I usually choose, we've done business together. Click on the position where I'm at right now, and then what I do is I type it again, "Find three things about that prospect in three minutes or less." Obviously since I was just showing you the way I thought and what I look for, that took more than three minutes. But if you paste it all here in a Microsoft Word document or a note, or Evernote or whatever you have. Then use this data to construct and build your message, that way you're going to standout. Make it all about themselves, don't make it anything about you. Once they accept and you connect with them, then share with them another piece of article. "Hey, I noticed that you're into this, I thought you might like it." I'd like if you post. Let's go back to the article, back to this right here. I'm sure you can see that. So what does this mean? I connect with them, right?
You might want to follow them on Twitter, engage with them on Twitter. Engage on Twitter means favorite something that's relevant, re-tweet something that's relevant, reply to them on Twitter, engaging on LinkedIn. If they accept your LinkedIn request, then share something and tag them in that post. Or maybe see any articles that they have published and like and comment those, okay? What I mean by that is if you can see here, LinkedIn has enabled every user the opportunity to publish any article you want. The cool thing about it is that every single one of your connections, get's a notification whenever you publish one of these articles. This is very, very good because you don't have to attract crowds or attract people to your blog. If you have your own blog, great. The only hard part for sales reps usually is that they don't have a blog, they have a quota and the mentality of closing deals 24/7. Well, that's great.
If you do have a blog then the issue is that once you write the post, you have to do a lot of push marketing, I mean, share it everywhere on social, and hoping that the audience is going to come to your landing page or to that blog. What's cool about LinkedIn is that, don't get picky on who is going to see it or who is not going to see it, because all of your connections are going to be able to see it, because they've got a notification. So if you see it right here, Melody Maletzke, yeah, that's how you say it. Why Twitter Audience Insights are a Content Marketing Goldmine. So she published this article 33 minutes ago. So you already have an audience on LinkedIn hopefully, and so we start sharing things that are very educational. It's all about educational content, content is your ammunition for social selling. If you are not utilizing that type of content, then you have to start sharing content.
Don't just share things about your company 24/7, okay? So I would engage with this comment, I would like it, my comments on it, say something. So that way I've had so many touch-points before I even talk about my own product. So let's go back here to this, let me go back here. So that's it guys. If you want to learn more, I'm developing a course, which is launching pretty soon called Embed Social Selling, embedsocialselling.com. The first training I made it free, and then if you want to learn more, it's 299 right now. But for anybody on here if you like a discount or anything email me here firstname.lastname@example.org and I'll give you a specific coupon discount, that's going to make it super, super discounted, highly whatever price.
Again, thank you so much for joining me here. You're in for a treat for the rest of the speakers, hopefully in this jam-packed session of 30 minutes or whatever I went, you learned how to really identify your buyer, how to engage with them in a non-creepy way and also how to listen to their specific digital queues and social media digital footprints. Well, thank you so much guys and I hope you enjoy the rest of this afternoon, night, morning, wherever you're watching from. And that's it.