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Why We Need a Social Selling Suite

By Tim Hughes | @Timothy_Hughes

In the conclusion to my book “Social Selling – Influencing Buyers and Changemakers” (available on Amazon) I leave with this rallying cry: When will software suppliers legitimise social selling by supporting it with a suite of applications?

Better still, when will somebody go to market with an application that targets social sellers?

For me it’s strange that there are social media listening tools, employee advocacy tools and marketing automation tools. Of course, if you go to them and ask, “do you do social selling?” they say yes. Of course they do.

But they don’t go to directly to market as a social selling application. They are an employee advocacy application, for example, that can do social selling.

Social selling – to be or not to be

What’s more, when you look at the 2017 Martech 5000 list of applications, https://martechtoday.com/infographic-marketing-technology-landscape-113956 there is no category for social selling. It begs the question, does social selling really exist?

So, I was amazed when we got a call from Microsoft, who said “we have a social selling suite, do you fancy taking a look?”

We put our UK Director of Social Selling, Alex Low https://www.linkedin.com/in/alexanderlow/ on the case. His response was enthusiastic and in a short time he was able to demonstrate the software – and its value to businesses and their sales teams.

In short, Microsoft Dynamics now enables companies to find intent data on the internet and link it all the way through to revenue in the CRM.  All the other systems we have seen are either CRMs, or can listen on social media.  But not both. Not something that takes data, from social and enables you to track all the way through to deals closed. 

Free leads? Yes they are

One of the cool things we like is the use of machine learning (sounds technical but I can assure you it isn’t). This discovers whether the intent data is genuinely useful or not.  You can fine tune what thee software should listen for.  Free leads?  Yes please! 

One person we demoed it to said, “we will throw out Salesforce if it can do that!” – not a bad complement when you think about it.

Anyway, cut a long story short, we (Digital Leadership Associates www.social-experts.net ) now have a global marketing agreement with Microsoft that enables us to work with Microsoft resellers to support social selling efforts in their client accounts.

We see this application as the foundation for social selling, a no brainer for existing Microsoft Dynamics 365 customers, as well as an add on to existing CRM users.

Or if you are an Microsoft Reseller, maybe you might want to licence our intellectual property (IP) and start the implementations yourself. It’s a great opportunity for you to upsell and cross-sell your existing Dynamics CRM base.

Give me a call on 00 44 7823 534 557 (CEO and Co-Founder Tim Hughes).


Digital Leadership Associates: We are Global Social Media Management Consultancy. We do three things:
Social Media StrategySocial Selling and Social Media Management. Drop us an email or call one of our founders on 00 44 7823 534 557 and let’s talk about how we can make an impact on your organisation.

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