Episode 40

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Published on:

8th Nov 2014

40. Social Selling with Darrel Griffin Pt2

This week we complete the interview with social selling expert Darrel Griffin (click on his picture below to see his LinkedIn profile).

Darrel's model for success is called SPEND (statistics, purchasing journey, Edelman, next generation & digital disruption);

statistics

92% of B2B buyers start their search online (Salesforce)
B2B buyers complete 57% of the buying decision before they are willing to talk to a sales rep (CEB)
75% of buyers say they use social media as part of the buying process (IBM)
On average decision makers consume 5 pieces of content before being ready to speak to a sales rep (Chief Marketing Officer Council)
82% of our potential customers can be reached via social media (B2B Sales 2.0)

purchasing journey

edelman

Click on the image for more information about Edelman's trust barometer;

next generation

Here come the Millennials...

50% of the global workforce by 2020
75% of the global workforce by 2030

“Social media is by far the dominant way Millennials learn about things online.” (SDL)

digital disruption

Digital Disruption: Unleashing the Next Wave of Innovation

By James McQuivey

Thanks again to Darrel for taking the time and for sharing his knowledge - very interesting stuff! If you want to get in touch with Darrel his website can be found here and on Twitter he is @darrel_griffin.

Thank you so much for listening, I really value your support and interest.

As always I would welcome your feedback and questions. If you want to be on the show you can leave a comment by voicemail (right hand side of this page) or email me at mark@linkedinformed.com.

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Mentioned in this episode:

This show was created by the original host of the show, Mark Williams.

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About the Podcast

Informed: the podcast for LinkedIn® users

A podcast for anyone interested in LinkedIn® best practice

"Informed" is for you if you'd like to understand more about how LinkedIn works so that you can be an effective user of the platform.

It's hard to know whom to believe with so many self-appointed gurus out there telling you the latest hacks for going viral and earning 7-figure deals. And even LinkedIn's own publications often don't speak to the reality of using the platform.

But for those who see past superficial promises and sanitised reports, this podcast provides evidence and thoughtful opinion. With a track record of more than 10 years of sensible, no-nonsense advice about honest best practice for LinkedIn, Informed is a trusted source of insight by many thousands of regular listeners.

The show was created by Mark Williams, who's affectionately known as "Mr LinkedIn". Mark retired in late 2025 and handed over the reins of the show to John Espirian, the relentlessly helpful® LinkedIn nerd. John is a LinkedIn trainer and consultant, the founder of the Espresso+ community, the creator of the UpLift Live conference (the UK's original event dedicated to LinkedIn best practice), and the author of the personal branding handbook Content DNA.

John's reputation is for getting to the point and for not being a salesy douche canoe, so you can expect short, sharp episodes with zero ads or sponsored slots. This also is NOT an interview show, so if you've read this far then please don't pitch yourself for a guest appearance. However, you're welcome to get in touch if you have a LinkedIn question you'd like John to cover on the show. (To do that, search for the "Informed podcast" company page on LinkedIn and send a message.)

This podcast is not affiliated with, endorsed by or approved by the LinkedIn® corporation. John Espirian is an independent trainer and does not work for LinkedIn® – while it would be great to have LinkedIn's endorsement, the show's independence from the corporation means you, the listener, are never fed an airbrushed political spiel.

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About your host

John Espirian

Relentlessly helpful® LinkedIn® nerd, trainer and consultant who specialises in LinkedIn best practice for individuals, small businesses and corporates. I wrote the personal branding handbook Content DNA, I founded the Espresso+ online community for small business owners and I'm the creator of the UK's original independent conference on LinkedIn best practice, UpLift Live.