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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	
  
Personalization, Not Automation.! CONTEXT! MEDIUM!
Personalization, Not Automation.! CONTEXT! MEDIUM!
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Personalization, Not Automation.! CONTEXT! MEDIUM! Personalize Your Buyer's Experience Using Sales and Marketing

41 978 vues

Publié le

Personalization, Not Automation.!
CONTEXT! MEDIUM!
Marke'ng
 
Mary
 

 Enterprise
 
 
 
Erin
 
Owner
 
Ollie
 

Publié dans : Business, Carrière
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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