Lead nurturing is a crucial part of your marketing and sales success. To nurture those leads correctly, however, you need to somehow adjust your messaging based on their point in the sales life cycle.

1. 6
Ways
to
Take
Advantage
of
LinkedIn
At
Various
Sales
Life
Cycle
Stages

2. Becky
Livingston
-­‐
Bio
ü Speaker
ü Author
ü Educator
ü Social
Media
&
Digital
Marketing
Consultant
ü 15
yrs.
in
the
financial
services
field
ü KPMG,
CPA2Biz,
my
clients
©
Penheel
Marketing
01.07.14

3. Agenda
1. 6
ways
to
use
LinkedIn
in
the
sales
life
cycle
2. Research
and
Generating
Leads
3. Firm/Company
Pages
Tips
©
Penheel
Marketing
01.07.14

4. Why
LinkedIn?
ü Research
ü Prospecting
ü Relationship
Building
61.4%
©
Penheel
Marketing
01.07.14

5. LinkedIn
Stats
• 238
million
users
• 27%
visit
via
mobile
• 200
countries
&
territories
• 40%
check
daily
• 3
million
business
pages
• 1.5
million
groups
2
new
members
join
every
2
seconds
©
Penheel
Marketing
01.07.14

6. Sales
Qualified
Lead
Evaluation
Requirements
Definition
Value
Demonstration
Purchase
Awareness
Traditional
Sales
Cycle
Negotiate
Proposal
Close

7. Simple
Sales
Cycle
Education
©
Penheel
Marketing
01.07.14
Solution

8. Use
LinkedIn
To:
• Identify
multiple
points
of
entry
into
an
organization
• Find
people
who
are
involved
with
the
decision-­‐making
process
• Identify
and
forge
common
connections
• Establish
mutual
interests
to
form
the
foundation
of
a
conversation
• Unearth
new
prospects
that
meet
your
ideal
customer
demographic
©
Penheel
Marketing
01.07.14

9. 6
Ways
to
Use
LinkedIn
1. Awareness
① Create
a
professional
presence
a) Action:
Highlight
the
accomplishments
you’ve
helped
customers
obtain.
Emphasize
specialties,
knowledge,
or
vertical
industry
expertise.
Keep
it
up
to
date.
Consider
adding
multimedia,
videos,
slides,
and
links
to
your
blog.
2. Make
Connections
① Connect
with
existing
clients,
use
their
profiles
to
identify
potential
contacts
a) Action:
Use
the
“request
introduction”
feature
on
LinkedIn
to
connect
with
potential
prospects.
Leverage
search
functions
to
explore
titles
and
positions.
Find
multiple
points
of
entry
to
organizations.

10. Example
–
Jim
Bourke
Partner
in
charge
of
internal
technology
at
WithumSmith+Brown.
Frequent
speaker
on
CPA
Firm
technologies.
Author
on
articles
related
to
CPA
Firm
technologies.
Member
of
AICPA.
Member
of
NJSCPA.
Member
of
AICPA
Council
and
Current
Member
of
the
AICPA
Board
of
Directors.
Current
Chair
of
the
AICPA
Tech+
Conference,
Past-­‐Chair
of
AICPA
CITP
Credential
Committee.
Past
President
of
the
NJSCPA.
Licensed
CPA
in
NJ,
NY
and
NC.
Specialties:
CPA,
CFF,
Technology,
Internal
Technology,
IT,
CGMA,
IFRS,
SOC1,
SOC2,
SOC3

11. 6
Ways
to
Use
LinkedIn
3. Research
① Increase
common
ground
a) Action:
Monitor
connections’
status
updates,
activity,
e.g.,
blog
posts,
group
discussions,
queries,
etc.,
to
uncover
their
pain
points
and
business
problems
they
are
trying
to
solve.
4. Prospect
Lists
Video
① Use
the
Search
function
to
generate
“saved
search”
lists,
including
by
geography,
industry,
title,
etc.
a) Action:
Use
the
search
functionality.
The
free
version
allows
3
saved
searches,
while
the
paid
version
allows
for
more.

12. 6
Ways
to
Use
LinkedIn
5. Recommendations
&
Endorsements
① Trusted
Advisor
Status
a) Action:
Complete
your
profile
to
list
expertise
and
specialties.
Encourage
clients
to
endorse
you
for
those
services
by
including
your
LinkedIn
profile
link
in
all
email
signatures
and
communications.
6. Participate
① Join
groups,
answer
questions,
post
updates.
a) Action:
Deliver
insights
that
are
helpful
to
the
sales
cycle.
Post
whitepapers,
offer
links,
post
and
answer
questions,
demonstrate
industry
knowledge.

13. Buyer
Persona
1. An
understanding
of
customer
needs/
interests
2. Knowledge
of
where
customers
spend
time
3. Better
quality
leads
4. Consistency
across
your
business
5. Richer
closed-­‐loop
analytics
6. Better
product
development
©
Penheel
Marketing
01.07.14

14. 3-­‐Step
Strategy
to
Increase
Referrals
1. Promote
your
best
clients:
• Put
top
clients
in
a
position
where
they
will
be
asked
about
your
firm.
• Invite
clients
to
participate
in
conferences,
webinars,
or
panels.
2.
Avoid
being
a
firm
that
offers
everything
3. Content
marketing
©
Penheel
Marketing
01.07.14
43%
of
Accounting
clients
have
not
provided
a
referral
for
their
provider
because
they
have
not
been
asked
to.
~
Hinge
Marketing

15. The
AICPA
Code
of
Professional
Conduct
says,
“firms
can
reveal
names
of
clients
without
permission,
but
if
disclosing
the
client
name
allows
a
third
party
to
ascertain
other
facts
that
are
confidential,
that
would
be
considered
a
disclosure
and
would
require
the
client’s
permission.
And,
members
should
always
check
with
their
state
board
of
accountancy
to
ensure
that
its
rules
are
not
more
restrictive,
in
which
case
the
member
would
need
to
comply
with
the
more
restrictive
standard.”
DISCLOSURE
©
Penheel
Marketing
01.07.14

16. Company/Firm
Page
Tips
ü Add
a
hero
image
to
the
page
66%
of
the
financial
institutions
studied
by
ü Complete
Products
and
Services
The
Financial
Brand
page/tab
didn’t
have
a
hero
image.
ü Complete
the
Summary
with
some
personality
ü Publish
updates
regularly
ü Use
‘Featured
Updates’
to
highlight
your
best
content
ü Add
a
video
to
the
Products
&
Services
Page
ü Utilize
the
Career
tab
ü Promote
the
page
on
your
website
ü Follow
your
page,
encourage
employees
to
follow
it
ü Create
and
use
a
content
calendar/tools
for
daily
posts
©
Penheel
Marketing
01.07.14

17. Example
–
Hunter
Group
CPA
LLC
Banner
/
Hero
Image
Updates

18. Example
–
Hunter
Group
CPA
LLC
Listing
of
the
Firm’s
Services

19. Example
–
Urbach
&
Avraham,
CPAs
LLP
Updates

20. Example
–
Urbach
&
Avraham,
CPAs
LLP
Listing
of
the
Firm’s
Services

21. Who
is
Penheel
Marketing?
Social
media
and
digital
marketing
consulting
firm
for
CPA
firms,
small
businesses,
and
non-­‐profits.
Visit
www.Penheel.com
for
more
information.
Blogging
Create
blog
content
quickly
while
getting
SEO
tips
and
best
practices
pointers.
Marketing
Analytics
Website
analytics,
online
advertising
analytics.
See
which
sources
are
generating
the
most
leads.
Email
Send
personalized,
segmented
Emails
based
on
any
information
in
your
contact
database.
©
Penheel
Marketing
01.07.14
Social
Media
Publish
content
to
your
social
accounts,
then
nurture
leads
based
on
their
social
engagement.
Search
Engine
Optimizations
Improve
your
rank
in
search
engines
by
finding
and
tracking
your
most
effective
keywords.
Lead
Management
Track
leads
with
a
complete
timeline-­‐view
of
their
interactions
with
your
firm.

22. Resources
• “How
to
boost
business
through
referrals.”
Lee
Frederiksen
www.CPA2Biz.com/browse/print_articles_landing/jsp
•
“How
to
take
advantage
of
LinkedIn
at
Various
Stages
of
the
Life
Cycle.”
Hubspot
• “Capturing
Clients
on
LinkedIn”
CPA
Practice
Advisor
• “3
Strategies
to
Get
More
Sales
Referrals
with
LinkedIn”
Hubspot
• http://www.linkedin.com/company/cnbc
• http://www.linkedin.com/company/linkedin
• “How
to
Map
Lead
Nurturing
Content
to
Each
Stage
in
the
Sales
Cycle”
http://blog.hubspot.com/blog/tabid/6307/bid/31406/How-­‐to-­‐Map-­‐Lead-­‐Nurturing-­‐Content-­‐to-­‐Each-­‐
Stage-­‐in-­‐the-­‐Sales-­‐Cycle.aspx
• “6
Core
Benefits
of
Well-­‐Defined
Marketing
Personas”
http://blog.hubspot.com/blog/tabid/6307/bid/29583/6-­‐Core-­‐Benefits-­‐of-­‐Well-­‐Defined-­‐Marketing-­‐
Personas.aspx
• “12
Steps
Financial
Marketers
Can
Take
to
Get
The
Most
From
Their
LinkedIn
Page”
http://thefinancialbrand.com/28429/12-­‐tips-­‐for-­‐bank-­‐credit-­‐union-­‐linkedin-­‐pages/
• “Cracking
the
LinkedIn
Sales
Code”
http://www.jillkonrath.com/Portals/110248/docs/Cracking-­‐LinkedIn-­‐Sales-­‐Code-­‐Ebook.pdf
• How-­‐To:
Advanced
Search
for
Lead
Prospecting
[video]
http://penheel.com/whitepapers/
©
Penheel
Marketing
01.07.14