Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
EXPERTS REVEAL: !
HOW TO PERSONALIZE THE
BUYER EXPERIENCE USING
SALES AND MARKETING!
MARK ROBERGE!
SVP Sales and Services at
HubSpot!
@markroberge!
Ralf VonSosen!
Head of Marketing at
LinkedIn Sales Solution...
Mark Roberge!
SVP of Sales and Services, HubSpot!
@markroberge !
The Marketing Playbook is
BROKEN.!
..The Marketing Playbook is
BROKEN.!
View full webinar here:!
Transformation and Personalization
Not Automation. 

!
1. Align Marketing with Buyer Behavior!
Create Your Content Engine.!
Create Your Content Calendar.!
1
eBook w/ LP / Month
4
Blog Posts / Month
Create Your Content Calendar.!
1
eBook w/ LP / Month
Create Your Content Calendar.!
4
Blog Posts / Month	
  
FB Posts / Month	
  
8
1
eBook w/ LP / Month
Create Your Content Calendar.!
4
Blog Posts / Month	
  
FB Posts / Month	
  
8
Tweets / month	
  
16
1
eBook w/ LP / Month
Create Your Content Calendar.!
4
Blog Posts / Month
FB Posts / month	
  
8
Tweets / month	
  
16
1
Ebook w/ LP / Month
Transformation and Personalization 

Not Automation.!
1. Align Marketing with Buyer Behavior!
2. Attract Prospects with Yo...
Your List Expires at ~25% / Year.	
  
	
  
Year 1! Year 2! Year 3!
Your List Expires at ~25% / Year.	
  
	
  
Year 1! Year 2! Year 3!
Your List Expires at ~25% / Year.	
  
	
  
Year 1! Year 2! Year 3!
Your List Expires at ~25% / Year.	
  
	
  
Year 1! Year 2! Year 3!
Your List Expires at ~25% / Year.	
  
	
  
Year 1! Year 2! Year 3!
Your List Expires at ~25% / Year.	
  
	
  
Year 1! Year 2! Year 3!
Your List Expires at ~25% / Year.	
  
	
  
Year 1! Year 2! Year 3!
50K! 21K!
Attention Expires, Too.!
Transformation and Personalization 

Not Automation.!
1. Align Marketing with Buyer Behavior!
2. Attract Prospects with Yo...
Traditional Marketing Automation.!
CONTEXT! MEDIUM!
Personalization, Not Automation.!
CONTEXT! MEDIUM!
Marke'ng	
  
Mary	
  
	
  Enterprise	
  	
  	
  
Erin	
  
Owner	
  
Oll...
Transformation and Personalization 

Not Automation.!
1. Align Marketing with Buyer Behavior!
2. Attract Prospects with Yo...
Most Companies Align by Function.!
MARKETING! SALES!
Generate inbound leads! Convert leads!
Ø  Campaigns focused on
Mary ...
HubSpot Aligns by Buyer Persona.!
Owner Ollie Team!
(1-100
employees)!
Marketing Mary Team!
(100-2,000 employees)	
  
Ente...
Transformation and Personalization 

Not Automation.!
1. Align Marketing with Buyer Behavior!
2. Attract Prospects with Yo...
The Marketing SLA. !
Lead Type! Lead Value!
Webinar! $.07!
eBook! $.05!
Free Trial! $.45!
Demo Request! $.95!
Lead Type! L...
The Sales SLA.!
Attempt #!
LTV/COCA!
•  Data has been altered from actual HubSpot data for the purposes of this presentati...
Daily Accountability 

for Marketing & Sales.
* Data has been altered from actual HubSpot data for the purposes of this pr...
LinkedIn Confidential ©2013 All Rights Reserved
Making Social Selling Real & How
LinkedIn is Using LinkedIn
Ralf VonSosen
...
This is happening…
…even at LinkedIn
Don’t be that guy…
37
Don’t be that guy…
38
Don’t be that guy…
39
Don’t be that guy…
40
41
Don’t be that guy…
42
Don’t be that guy…
43
Don’t be that guy…
44
Don’t be that guy…
45
Don’t be that guy…
46
Don’t be that guy…
47
Don’t be that guy…
So, you can…
…do Social Smarketing
Marketing & sales working together,
complementing each other’s efforts,
to listen to & engage with prospects
using social ...
Social Selling @
LinkedIn
Getting Sales Pro Adoption
Social Selling @ LinkedIn
§ Creating compelling profiles
§ Harnessing the power of relationships
§ Acting as micro-mark...
Creating Compelling Profiles (Dan Swift example)
LinkedIn Confidential ©2013 All Rights Reserved 52
Creating Compelling Profiles (Dan Swift example)
1.  ‘Professional tagline’
LinkedIn Confidential ©2013 All Rights Reserve...
Creating Compelling Profiles (Dan Swift example)
1.  ‘Professional tagline’
2.  Professional, high resolution, large photo...
Creating Compelling Profiles (Dan Swift example)
1.  ‘Professional tagline’
2.  Professional, high resolution, large photo...
Creating Compelling Profiles (Dan Swift example)
1.  ‘Professional tagline’
2.  Professional, high resolution, large photo...
Creating Compelling Profiles (Dan Swift example)
1.  ‘Professional tagline’
2.  Professional, high resolution, large photo...
Creating Compelling Profiles (Dan Swift example)
1.  ‘Professional tagline’
2.  Professional, high resolution, large photo...
LinkedIn Confidential ©2013 All Rights Reserved 59
Harnessing the Power of Relationships
Example: Sales Navigator would help John find more
warm introductions at Hasbro
LSS 60©2013 LinkedIn Corporation. All Righ...
Example: Sales Navigator would help John find more
warm introductions at Hasbro
LSS 61©2013 LinkedIn Corporation. All Righ...
Example: Sales Navigator would help John find more
warm introductions at Hasbro
LSS 62©2013 LinkedIn Corporation. All Righ...
Example: Sales Navigator would help John find more
warm introductions at Hasbro
LSS 63©2013 LinkedIn Corporation. All Righ...
Acting as micro-marketers
§  Participate in groups
§  Provide updates
§  Publish content
§  Marketing helps provide in...
LinkedIn Confidential ©2013 All Rights Reserved 65
LinkedIn Confidential ©2013 All Rights Reserved 66
Smarketing @
LinkedIn
Aligning Marketing & Sales
Crystal Ball – Events Based Marketing
68
•  Implicit
•  Job changes
•  Usage analysis
•  Explicit
•  Downloads
•  Registra...
Social Selling Index
69
•  Visibility into a company’s
social selling activities
•  Identify opportunities for
improvement...
Social Proximity Index
70
Assigns new leads and opportunities to sales
professionals based upon their relationships.
Personalizing the Buyer Journey
Ken Krogue – President & Founder
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Forbes: forbes.com/sites/kenkrogue
Blog: kenkro...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Forbes.com
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
2.00	
  
2.25	
  
2.50	
  
2.75	
  
3.00	
  
3....
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
2.00	
  
2.25	
  
2.50	
  
2.75	
  
3.00	
  
3....
Copyright © InsideSales.com Inc. All Rights Reserved
Changing of the guard
Inside Sales vs. Outside Sales
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
46.5%
41.5%
35.3%
20.2%
13.6%
25.2%
0%
20%
40%
...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Top Personalization Obstacles
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Lead Researcher
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Warning
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Anticipate Need
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Dynamic Websites…
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Remarketing Ads
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Alignment
Mat Greenfield
Josh James
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Follow the Reese’s Pieces
Lead them …
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Follow the Pixies
Lead them
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
May I help you?
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Circle of Influence
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Benefit Pyramid
Preservation
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Benefit Pyramid
Pain Avoidance
Preservation
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Benefit Pyramid
Pleasure
Pain Avoidance
Preserv...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Benefit Pyramid
Prestige
Pleasure
Pain Avoidanc...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Benefit Pyramid
Profits
Prestige
Pleasure
Pain ...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
1.  Salesforce.com User
2.  30+ Seats
3.  Cultu...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Score
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Forecasting
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Sales Rep vs Buyer (50/50)
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Persogenics
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Persogenics - All Employees
0
50
100
0 50 100
A...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Persogenics - Sales
0
50
100
0 50 100
Assertive...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
B = Budget
A = Authority
N = Need
T = Timing
OL...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
CLOSER Model
CampaignC
L
O
S
E
R
Effort
Skill
O...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
CLOSER Model
CampaignC
L
O
S
E
R Results / Repo...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
you
them
boss
CEO
acquaintance
peer
common expe...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
you
them
industry peer
family
C = Campaign Stra...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
you
them
boss
CEO
acquaintance
peer
common expe...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
you
them
boss
CEO
acquaintance
peer
common expe...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
you
them
boss
CEO
acquaintance
peer
common expe...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
you
them
boss
CEO
acquaintance
peer
common expe...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
you
them
boss
CEO
acquaintance
peer
common expe...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
you
them
boss
CEO
acquaintance
peer
common expe...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
you
them
boss
CEO
acquaintance
peer
common expe...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
you
them
boss
CEO
acquaintance
peer
common expe...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
you
them
boss
CEO
acquaintance
peer
common expe...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
you
them
boss
CEO
acquaintance
peer
common expe...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
you
them
boss
CEO
acquaintance
peer
common expe...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
you
them
boss
CEO
acquaintance
peer
common expe...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
L = Test Lists
0 11
2.5 6.5
Appointments
per da...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
TYPES
O = Offer Personalization
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
TYPES
INTEREST NEED
O = Offer Personalization
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
TYPES
TIRE KICKER BUYING SIGNAL
INTEREST NEED
O...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
TYPES
TIRE KICKER BUYING SIGNAL
INTEREST NEED
r...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
TYPES
TIRE KICKER BUYING SIGNAL
INTEREST NEED
r...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
TYPES
TIRE KICKER BUYING SIGNAL
INTEREST NEED
r...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
TYPES
TIRE KICKER BUYING SIGNAL
INTEREST NEED
r...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
TYPES
TIRE KICKER BUYING SIGNAL
INTEREST NEED
r...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
TYPES
TIRE KICKER BUYING SIGNAL
INTEREST NEED
r...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
TYPES
TIRE KICKER BUYING SIGNAL
INTEREST NEED
r...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
TYPES
TIRE KICKER BUYING SIGNAL
INTEREST NEED
r...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
TYPES
TIRE KICKER BUYING SIGNAL
INTEREST NEED
r...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
TYPES
TIRE KICKER BUYING SIGNAL
INTEREST NEED
r...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
TYPES
TIRE KICKER BUYING SIGNAL
INTEREST NEED
r...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
TYPES
TIRE KICKER BUYING SIGNAL
INTEREST NEED
r...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
TYPES
TIRE KICKER BUYING SIGNAL
INTEREST NEED
r...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
TYPES
TIRE KICKER BUYING SIGNAL
INTEREST NEED
r...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
TYPES
TIRE KICKER BUYING SIGNAL
INTEREST NEED
r...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Inbound Marketing
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Reverse IP Lookup
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Trigger Points & Sales Intelligence
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
•  Who to call
•  When to call
•  When to remin...
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Personalized Sales Rep
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Michelle
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
The Game of Work
THANK	
  	
  
YOU!	
  
Q+A	
  
Personalize Your Buyer's Experience Using Sales and Marketing
Personalize Your Buyer's Experience Using Sales and Marketing
Prochain SlideShare
Chargement dans…5
×

Personalize Your Buyer's Experience Using Sales and Marketing

41 334 vues

Publié le

66% of customers say that relevant communication from sales and marketing play a critical role in choosing a solution provider. Creating a personalized and consistent experience for buyers will help increase conversion rates and close sales. To start creating this personalized experience, leverage your social presence to interact with potential buyers and collect data. View full webinar here: http://bit.ly/1hI2gC0

Publié dans : Business, Carrière
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici
  • Hello! Get Your Professional Job-Winning Resume Here - Check our website! https://vk.cc/818RFv
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici
  • We calculate the number of clients you can get for your sector with google at: www.geilemanagement.com.------------------------------------------------------------------------------------------------------------- Calculamos el número de clientes que puedes conseguir para tu sector a través de google en: www.obtenerclientes.com. Acceda a hacer el cálculo.
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici
  • Njce! Thanks for sharing.
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici

Personalize Your Buyer's Experience Using Sales and Marketing

  1. EXPERTS REVEAL: ! HOW TO PERSONALIZE THE BUYER EXPERIENCE USING SALES AND MARKETING!
  2. MARK ROBERGE! SVP Sales and Services at HubSpot! @markroberge! Ralf VonSosen! Head of Marketing at LinkedIn Sales Solution! @rvonsosen! The Experts:! Ken Krogue! President and Founder of InsideSales.com! @kenkrogue!
  3. Mark Roberge! SVP of Sales and Services, HubSpot! @markroberge !
  4. The Marketing Playbook is BROKEN.!
  5. ..The Marketing Playbook is BROKEN.!
  6. View full webinar here:!
  7. Transformation and Personalization Not Automation. 
 ! 1. Align Marketing with Buyer Behavior!
  8. Create Your Content Engine.!
  9. Create Your Content Calendar.! 1 eBook w/ LP / Month
  10. 4 Blog Posts / Month Create Your Content Calendar.! 1 eBook w/ LP / Month
  11. Create Your Content Calendar.! 4 Blog Posts / Month   FB Posts / Month   8 1 eBook w/ LP / Month
  12. Create Your Content Calendar.! 4 Blog Posts / Month   FB Posts / Month   8 Tweets / month   16 1 eBook w/ LP / Month
  13. Create Your Content Calendar.! 4 Blog Posts / Month FB Posts / month   8 Tweets / month   16 1 Ebook w/ LP / Month
  14. Transformation and Personalization 
 Not Automation.! 1. Align Marketing with Buyer Behavior! 2. Attract Prospects with Your Content Engine!
  15. Your List Expires at ~25% / Year.     Year 1! Year 2! Year 3!
  16. Your List Expires at ~25% / Year.     Year 1! Year 2! Year 3!
  17. Your List Expires at ~25% / Year.     Year 1! Year 2! Year 3!
  18. Your List Expires at ~25% / Year.     Year 1! Year 2! Year 3!
  19. Your List Expires at ~25% / Year.     Year 1! Year 2! Year 3!
  20. Your List Expires at ~25% / Year.     Year 1! Year 2! Year 3!
  21. Your List Expires at ~25% / Year.     Year 1! Year 2! Year 3! 50K! 21K!
  22. Attention Expires, Too.!
  23. Transformation and Personalization 
 Not Automation.! 1. Align Marketing with Buyer Behavior! 2. Attract Prospects with Your Content Engine! 3. Avoid Death by Marketing Automation!
  24. Traditional Marketing Automation.! CONTEXT! MEDIUM!
  25. Personalization, Not Automation.! CONTEXT! MEDIUM! Marke'ng   Mary    Enterprise       Erin   Owner   Ollie  
  26. Transformation and Personalization 
 Not Automation.! 1. Align Marketing with Buyer Behavior! 2. Attract Prospects with Your Content Engine! 3. Avoid Death by Marketing Automation! 4. Convert Sales Through Personalization!
  27. Most Companies Align by Function.! MARKETING! SALES! Generate inbound leads! Convert leads! Ø  Campaigns focused on Mary and Erin! Ø  Weekly Marketing status meetings! Ø  Targeting company-wide lead goals! Ø  Persona-specific sales processes! Ø  Weekly sales status meetings! Ø  Targeting person-specific revenue goals! Deliver Leads! Deliver Customers! SERVICES! Make customers successful! Ø  Product-specific services process! Ø  Weekly services status meetings! Ø  Targeting product- specific customer success goals!
  28. HubSpot Aligns by Buyer Persona.! Owner Ollie Team! (1-100 employees)! Marketing Mary Team! (100-2,000 employees)   Enterprise Erin Team! (2,000+ employees)   Group Sales & On-Boarding! 1-to-1 Sales & On-Boarding! Multi-Level Sales & On Boarding! Ollie Marketing! Ollie Sales! Ollie Services! Mary Marketing! Mary Sales! Mary Services! Erin! Marketing! Erin Sales! Erin Services!
  29. Transformation and Personalization 
 Not Automation.! 1. Align Marketing with Buyer Behavior! 2. Attract Prospects with Your Content Engine! 3. Avoid Death by Marketing Automation! 4. Convert Sales through Personalization! 5. Align Sales and Marketing !
  30. The Marketing SLA. ! Lead Type! Lead Value! Webinar! $.07! eBook! $.05! Free Trial! $.45! Demo Request! $.95! Lead Type! Lead Value! Webinar! $.35! eBook! $.45! Free Trial! $2.10! Demo Request! $2.75! Lead Type! Lead Value! Webinar! $.85! eBook! $1.00! Free Trial! $4.25! Demo Request! $6.10! Owner Ollie Leads! (1-100 Employees)! Marketing Mary Leads! (100-2,000 Employees)! Enterprise Erin Leads! (2,000+ Employees)! •  Data has been altered from ! actual HubSpot data for the! purposes of this presentation!
  31. The Sales SLA.! Attempt #! LTV/COCA! •  Data has been altered from actual HubSpot data for the purposes of this presentation!
  32. Daily Accountability 
 for Marketing & Sales. * Data has been altered from actual HubSpot data for the purposes of this presentation!
  33. LinkedIn Confidential ©2013 All Rights Reserved Making Social Selling Real & How LinkedIn is Using LinkedIn Ralf VonSosen Head of Marketing, LinkedIn Sales Solutions #rvonsosen
  34. This is happening… …even at LinkedIn
  35. Don’t be that guy… 37
  36. Don’t be that guy… 38
  37. Don’t be that guy… 39
  38. Don’t be that guy… 40
  39. 41 Don’t be that guy…
  40. 42 Don’t be that guy…
  41. 43 Don’t be that guy…
  42. 44 Don’t be that guy…
  43. 45 Don’t be that guy…
  44. 46 Don’t be that guy…
  45. 47 Don’t be that guy…
  46. So, you can… …do Social Smarketing
  47. Marketing & sales working together, complementing each other’s efforts, to listen to & engage with prospects using social media & networks to generate leads & execute sales. Social Smarketing Social Marketing Social Selling
  48. Social Selling @ LinkedIn Getting Sales Pro Adoption
  49. Social Selling @ LinkedIn § Creating compelling profiles § Harnessing the power of relationships § Acting as micro-marketers LinkedIn Confidential ©2013 All Rights Reserved
  50. Creating Compelling Profiles (Dan Swift example) LinkedIn Confidential ©2013 All Rights Reserved 52
  51. Creating Compelling Profiles (Dan Swift example) 1.  ‘Professional tagline’ LinkedIn Confidential ©2013 All Rights Reserved 53
  52. Creating Compelling Profiles (Dan Swift example) 1.  ‘Professional tagline’ 2.  Professional, high resolution, large photo LinkedIn Confidential ©2013 All Rights Reserved 54
  53. Creating Compelling Profiles (Dan Swift example) 1.  ‘Professional tagline’ 2.  Professional, high resolution, large photo 3.  ‘Summary’ that showcases professional brand and includes contact information and a call to action LinkedIn Confidential ©2013 All Rights Reserved 55
  54. Creating Compelling Profiles (Dan Swift example) 1.  ‘Professional tagline’ 2.  Professional, high resolution, large photo 3.  ‘Summary’ that showcases professional brand and includes contact information and a call to action 4.  3 URLs to promote LinkedIn, Sales Navigator, Twitter handle, contact information, etc. LinkedIn Confidential ©2013 All Rights Reserved 56
  55. Creating Compelling Profiles (Dan Swift example) 1.  ‘Professional tagline’ 2.  Professional, high resolution, large photo 3.  ‘Summary’ that showcases professional brand and includes contact information and a call to action 4.  3 URLs to promote LinkedIn, Sales Navigator, Twitter handle, contact information, etc. 5.  2 content uploads in SlideShare linked to profile sharing insight, best practice, product insights LinkedIn Confidential ©2013 All Rights Reserved 57
  56. Creating Compelling Profiles (Dan Swift example) 1.  ‘Professional tagline’ 2.  Professional, high resolution, large photo 3.  ‘Summary’ that showcases professional brand and includes contact information and a call to action 4.  3 URLs to promote LinkedIn, Sales Navigator, Twitter handle, contact information, etc. 5.  2 content uploads in SlideShare linked to profile sharing insight, best practice, product insights 6.  Past positions in your profile has a brief paragraph(s) about how you help(ed) customers achieve their goals LinkedIn Confidential ©2013 All Rights Reserved 58
  57. LinkedIn Confidential ©2013 All Rights Reserved 59 Harnessing the Power of Relationships
  58. Example: Sales Navigator would help John find more warm introductions at Hasbro LSS 60©2013 LinkedIn Corporation. All Rights Reserved. John’s…
  59. Example: Sales Navigator would help John find more warm introductions at Hasbro LSS 61©2013 LinkedIn Corporation. All Rights Reserved. John’s… 1 1st degree connections at Hasbro:
  60. Example: Sales Navigator would help John find more warm introductions at Hasbro LSS 62©2013 LinkedIn Corporation. All Rights Reserved. John’s… 1 +3 1st degree connections at Hasbro: 2nd degree connections at Hasbro through John’s connections:
  61. Example: Sales Navigator would help John find more warm introductions at Hasbro LSS 63©2013 LinkedIn Corporation. All Rights Reserved. John’s… 1 +3 +10 1st degree connections at Hasbro: Teamlink 2nd degree connections at Hasbro through current colleagues: 2nd degree connections at Hasbro through John’s connections:
  62. Acting as micro-marketers §  Participate in groups §  Provide updates §  Publish content §  Marketing helps provide information LinkedIn Confidential ©2013 All Rights Reserved 64
  63. LinkedIn Confidential ©2013 All Rights Reserved 65
  64. LinkedIn Confidential ©2013 All Rights Reserved 66
  65. Smarketing @ LinkedIn Aligning Marketing & Sales
  66. Crystal Ball – Events Based Marketing 68 •  Implicit •  Job changes •  Usage analysis •  Explicit •  Downloads •  Registrations •  Integrate with CRM Trigger sales pro’s outreach and campaigns based upon prospect & customer activities.
  67. Social Selling Index 69 •  Visibility into a company’s social selling activities •  Identify opportunities for improvement •  Benchmark companies against peers and competitors Ranks and tracks company utilization of LinkedIn as a social selling tool.
  68. Social Proximity Index 70 Assigns new leads and opportunities to sales professionals based upon their relationships.
  69. Personalizing the Buyer Journey Ken Krogue – President & Founder
  70. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. Forbes: forbes.com/sites/kenkrogue Blog: kenkrogue.com Ken Krogue President & Founder Forbes Contributor & #1 Blog #1 ranked Blog in the world on the topic of ‘Inside Sales’ and ‘Lead Response Management’ Please join the conversation!
  71. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. Forbes.com
  72. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. 2.00   2.25   2.50   2.75   3.00   3.25   3.50   3.75   2008   2009   2010   2011   2012   Millions   Source: 2009 infoUSA/MIT Study Inside Sales Growth 2.7M 2.8M 2.9M 3.4M 0 2 4 6 8 10 12 14 2011 2012 2013 2020 Millions
  73. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. 2.00   2.25   2.50   2.75   3.00   3.25   3.50   3.75   2008   2009   2010   2011   2012   Millions   Source: 2009 infoUSA/MIT Study 15x Inside Sales Growth 2.7M 2.8M 2.9M 3.4M 0 2 4 6 8 10 12 14 2011 2012 2013 2020 Millions 300%
  74. Copyright © InsideSales.com Inc. All Rights Reserved Changing of the guard Inside Sales vs. Outside Sales
  75. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. 46.5% 41.5% 35.3% 20.2% 13.6% 25.2% 0% 20% 40% 60% 80% 100% Making Contact with Leads Accessing Decision Maker in Company Knowing who to Contact and When Inaccurate Lead Information Lack of Product Knowledge Other Top Sales Rep Obstacles
  76. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. Top Personalization Obstacles
  77. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. Lead Researcher
  78. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. Warning
  79. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. Anticipate Need
  80. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. Dynamic Websites…
  81. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. Remarketing Ads
  82. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. Alignment Mat Greenfield Josh James
  83. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. Follow the Reese’s Pieces Lead them …
  84. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. Follow the Pixies Lead them
  85. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. May I help you?
  86. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. Circle of Influence
  87. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. Benefit Pyramid Preservation
  88. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. Benefit Pyramid Pain Avoidance Preservation
  89. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. Benefit Pyramid Pleasure Pain Avoidance Preservation
  90. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. Benefit Pyramid Prestige Pleasure Pain Avoidance Preservation
  91. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. Benefit Pyramid Profits Prestige Pleasure Pain Avoidance Preservation
  92. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. 1.  Salesforce.com User 2.  30+ Seats 3.  Culture of Productivity 4.  High Tech 5.  Sales Mgr or above 6.  VC Backed 7.  Quota/Effort 8.  Inbound 9.  Pain 10. No CTI 11. Min. Custom Objects 12. Regulated The InsideSales.com Sweet Spot 12 Primary Qualifiers
  93. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. Score
  94. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. Forecasting
  95. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. Sales Rep vs Buyer (50/50)
  96. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. Persogenics
  97. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. Persogenics - All Employees 0 50 100 0 50 100 Assertiveness Responsiveness Ken Krogue
  98. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. Persogenics - Sales 0 50 100 0 50 100 Assertiveness Responsiveness Sales
  99. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. B = Budget A = Authority N = Need T = Timing OLD… Qualification Models A = Authority N = Need U = Urgency M = Money NEW… R = Rarely A = Any N = Need D = Decision U = Urgency M = Money COMMON…
  100. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. CLOSER Model CampaignC L O S E R Effort Skill Offers Lists / Leads
  101. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. CLOSER Model CampaignC L O S E R Results / Reporting Effort Skill Offers Lists / Leads
  102. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. you them boss CEO acquaintance peer common experience celebrity industry peer industry expert friends family C = Campaign Strategy Common Experience Earned Right The Trust LadderTM
  103. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. you them industry peer family C = Campaign Strategy The Trust LadderTM Common Experience Earned Right
  104. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. you them boss CEO acquaintance peer common experience celebrity industry peer industry expert friends family C = Campaign Strategy The Trust LadderTM Common Experience Earned Right
  105. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. you them boss CEO acquaintance peer common experience celebrity industry peer industry expert friends family C = Campaign Strategy The Trust LadderTM
  106. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. you them boss CEO acquaintance peer common experience celebrity industry peer industry expert friends family C = Campaign Strategy The Trust LadderTM
  107. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. you them boss CEO acquaintance peer common experience celebrity industry peer industry expert friends family C = Campaign Strategy The Trust LadderTM
  108. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. you them boss CEO acquaintance peer common experience celebrity industry peer industry expert friends family C = Campaign Strategy The Trust LadderTM
  109. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. you them boss CEO acquaintance peer common experience celebrity industry peer industry expert friends family C = Campaign Strategy The Trust LadderTM
  110. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. you them boss CEO acquaintance peer common experience celebrity industry peer industry expert friends family C = Campaign Strategy common experience The Trust LadderTM
  111. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. you them boss CEO acquaintance peer common experience celebrity industry peer industry expert friends family C = Campaign Strategy earned right The Trust LadderTM
  112. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. you them boss CEO acquaintance peer common experience celebrity industry peer industry expert friends family C = Campaign Strategy earned right The Trust LadderTM
  113. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. you them boss CEO acquaintance peer common experience celebrity industry peer industry expert friends family C = Campaign Strategy earned right The Trust LadderTM
  114. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. you them boss CEO acquaintance peer common experience celebrity industry peer industry expert friends family C = Campaign Strategy earned right The Trust LadderTM
  115. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. you them boss CEO acquaintance peer common experience celebrity industry peer industry expert friends family C = Campaign Strategy earned right The Trust LadderTM
  116. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. L = Test Lists 0 11 2.5 6.5 Appointments per day per day
  117. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. TYPES O = Offer Personalization
  118. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. TYPES INTEREST NEED O = Offer Personalization
  119. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. TYPES TIRE KICKER BUYING SIGNAL INTEREST NEED O = Offer Personalization
  120. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. TYPES TIRE KICKER BUYING SIGNAL INTEREST NEED research studies O = Offer Personalization
  121. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. TYPES TIRE KICKER BUYING SIGNAL INTEREST NEED research studies white papers O = Offer Personalization
  122. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. TYPES TIRE KICKER BUYING SIGNAL INTEREST NEED research studies white papers webinars O = Offer Personalization
  123. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. TYPES TIRE KICKER BUYING SIGNAL INTEREST NEED research studies white papers webinars seminars O = Offer Personalization
  124. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. TYPES TIRE KICKER BUYING SIGNAL INTEREST NEED research studies white papers webinars seminars e-books O = Offer Personalization
  125. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. TYPES TIRE KICKER BUYING SIGNAL INTEREST NEED research studies white papers webinars seminars e-books books O = Offer Personalization
  126. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. TYPES TIRE KICKER BUYING SIGNAL INTEREST NEED research studies white papers webinars seminars e-books books toll free O = Offer Personalization
  127. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. TYPES TIRE KICKER BUYING SIGNAL INTEREST NEED research studies white papers webinars seminars e-books books toll free pricing O = Offer Personalization
  128. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. TYPES TIRE KICKER BUYING SIGNAL INTEREST NEED research studies white papers webinars seminars e-books books toll free pricing proposal O = Offer Personalization
  129. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. TYPES TIRE KICKER BUYING SIGNAL INTEREST NEED research studies white papers webinars seminars e-books books toll free pricing proposal free trial O = Offer Personalization
  130. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. TYPES TIRE KICKER BUYING SIGNAL INTEREST NEED research studies white papers webinars seminars e-books books toll free pricing proposal free trial demo O = Offer Personalization
  131. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. TYPES TIRE KICKER BUYING SIGNAL INTEREST NEED research studies white papers webinars seminars e-books books toll free pricing proposal free trial demo product slicks O = Offer Personalization
  132. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. TYPES TIRE KICKER BUYING SIGNAL INTEREST NEED research studies white papers webinars seminars e-books books toll free pricing proposal free trial demo product slicks O = Offer Personalization
  133. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. TYPES TIRE KICKER BUYING SIGNAL INTEREST NEED research studies white papers webinars seminars e-books books toll free pricing proposal free trial demo product slicks buying signal O = Offer Personalization
  134. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. TYPES TIRE KICKER BUYING SIGNAL INTEREST NEED research studies white papers webinars seminars e-books books toll free pricing proposal free trial demo product slicks buying signal tire kicker O = Offer Personalization
  135. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. Inbound Marketing
  136. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. Reverse IP Lookup
  137. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. Trigger Points & Sales Intelligence
  138. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. •  Who to call •  When to call •  When to remind •  How often to call •  How to contact Predictive Analytics Prospect Personalization
  139. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. Personalized Sales Rep
  140. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. Michelle
  141. Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. The Game of Work
  142. THANK     YOU!  
  143. Q+A  

×