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LinkedIn Publishes 2022 ‘State of Sales’ Report, Looking at Key Trends in Sales Performance

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LinkedIn Publishes 2022 'State of Sales' Report, Looking at Key Trends in Sales Performance

LinkedIn has published the 2022 edition of its State of Sales report, which looks at emerging trends among buyers and sellers, and how the most successful outreach managers are optimizing their performance.

LinkedIn will publish eight different regional variations of the report over the next week, incorporating responses from some 15,000 buyers and sellers around the world.

The US and UK editions are available right now (at this link), and in this post we’ll take a look at the US data, and what it says about the latest shifts.

First off, the report looks at how sales managers are using tech platforms, like CRM tools and sales intelligence platforms, to optimize their outreach.

As you can see here, sales managers that make use of the tech tools available are driving significantly better results, which underlines the need to both seek out and learn the best options for your business.

The data also shows that sales managers that work more closely with their marketing departments see improved performance.

The report also looks at remote work trends, and how sellers are evolving, with overall responses showing strong preference for at least part-time out-of-office operation.

LinkedIn State of Sales Report 2022

Which seems a little strange for sales managers, who’ve long held that face-to-face engagement is a critical element. That may still be true, but increasingly, sales managers are finding that they’re able to do the majority of their work remote, with advanced connection tools now facilitating more opportunities to showcase products and services via digital means.

Which points to the next element – how LinkedIn can help:

LinkedIn State of Sales Report 2022

The results show that LinkedIn plays a key role in maximizing sales opportunities – which, given it’s a LinkedIn report, is not unexpected. But still, the more in-depth analysis of exactly how LinkedIn can help underlines the platform’s value as a business connection tool, which could help to optimize your selling workflow.

There are some interesting notes, and the addition of regional reports could provide invaluable insight for many buyers and sellers across the globe.

You can learn more about LinkedIn’s 2022 State of Sales report here, while the other regional reports will be made available throughout the week at this link (with email sign-up).

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Pinterest Focuses on Travel Inspiration and Education for Black History Month

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Pinterest Focuses on Travel Inspiration and Education for Black History Month

Pinterest is taking a unique approach to Black History Month, with a new ‘Find Your Routes’ Black Travel Hub initiative, which aims to highlight places that have strong connections to Black history, while also showcasing Black-owned businesses.

As explained by Pinterest:

“Find Your Routes” is inspired by The Negro Motorist Green Book aka “The Green Book”. The Green Book was a guidebook for Black travelers during the Jim Crow era that provided a list of accessible hotels, boarding houses, taverns, restaurants, service stations and other establishments throughout the country that served Black Americans patrons.”

The Black Travel Hub, which you can find here, will present a range of travel options, along with their history, with creators from the US, Colombia, Jamaica, Brazil and more, all taking part in presenting their city.

It could be a good way to provide education alongside inspiration in the app, while also helping people to connect, and support highlighted communities.

Pinterest will also be showcasing Black-owned businesses on Pinterest TV, while internally, it’s also hosting a company-wide event ‘to help employees gain knowledge about the history, present, and future of Black travel through the lens of Black Pinployees’.

As noted, it could be a good way to both spark important conversations, and inspire new travel journeys, which include an extra level of cultural understanding and education, along with a leisure break.

It’s an interesting take on the celebration either way, and it’ll be worth noting what sort of reaction the initiative gets, and whether it inspires more travel as a result.

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Snap Tumbles On Weak Revenue, Gloomy Outlook

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Snap Tumbles On Weak Revenue, Gloomy Outlook

Snap shares plunged after missing analyst expectations in Q4, while forecasting a year-over-year revenue decline.

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Snapchat Adds 12 Million Users in Q4, Posts Lower Than Expected Revenue Result

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Snapchat Adds 12 Million Users in Q4, Posts Lower Than Expected Revenue Result

Snapchat added 12 million more active users in Q4 2022, and Snapchat+ subscriptions continue to rise, but company revenue missed market estimates, in another mixed result for the private social app.

First off, on users – as noted, Snap added 12 million more actives, taking it to 375 million DAU.

As you can see, North American user growth is still flat, while European users saw a slight uptick. But it’s the ‘Rest of the World’, specifically India, which is driving Snap growth.

Which is helping to boost the overall usage numbers, and expand opportunity. But on the revenue side, it’s not pushing things forward in a significant way.

Snap Q4 2022

As you can see in this chart, Snapchat’s revenue has increased, but a key problem here is that it’s still reliant on the US and Canada for the majority of that spend, with other markets trailing well behind on the revenue front.

Snap Q4 2022

In this chart, you can see that Snap’s Revenue Per User has actually declined year-on-year – so while it is growing, it’s not bringing in revenue at equivalent scale, and it’s even going backwards in some respects.

Which is why its stagnant growth in North America is a problem – though Snap has also seen take-up of its Snapchat+ subscription service increase.

“In Q4, our subscription service Snapchat+ reached over 2.0 million paying subscribers. Snapchat+ offers exclusive, experimental, and pre-release features, and in Q4 we launched new features such as Custom Story Expiration and Custom Notification Sounds, providing subscribers with over 12 exclusive features.”

That’s a handy additional revenue stream, but as with all social media subscription services (including Twitter Blue), take-up is generally limited, and at 2 million subscribers, that’s still only 0.5% of Snapchat’s active user base that’s been willing to pay extra for these add-on elements.

Snap has also faced challenges in rebuilding its ad business, in the wake of Apple’s iOS 14 update, which has impacted data collection, and Snap CEO Evan Spiegel says they still have some way to go on this yet:

“We continue to face significant headwinds as we look to accelerate revenue growth, and we are making progress driving improved return on investment for advertisers and innovating to deepen the engagement of our community.”

Snap has seen improvement in its commerce integrations, which includes digital items for Bitmoji avatars which Snap is eventually looking to translate into real-world item sales as well. Snap also says that it’s facilitated over than 161 million product trials by over 35 million Snapchatters for Walmart, leveraging its Catalog-Powered Shopping Lenses at-scale.

Snapchat AR shopping

Those point to bigger opportunities, but right now, amid the broader economic downturn, and restrictions on data collection and targeting, Snapchat is in a tough spot, and will be for some time yet.

Essentially, then, you’re banking on Snap’s future, and its advanced tools that could help it better align with expanded AR and VR use. And Snap is seemingly in a good position on this front – though again, the impacts of the last year, which also forced Snap into lay-offs, will also have some effect.

Really, then, the results here are relative to your perspective.

For advertisers, more Snap users means more potential reach – but most of Snap’s growth is coming from outside the US. More advanced AR activations could become a bigger deal in future, but it depends on how you’re looking to connect, and product fit.

Investors won’t be overly happy with the numbers, but there are positive signs on the horizon. It’s just that the horizon, in this respect, remains well in the distance at this stage.

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