Copyright © InsideSales.com Inc. All Personalize Your Buyer's Experience Using Sales and Marketing

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! @rvonsosen! The Experts:! Ken Krogue! President and Founder of InsideSales.com! @kenkrogue!

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 Your Content Engine!

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 Your Content Engine! 3. Avoid Death by Marketing Automation!

Traditional Marketing Automation.! CONTEXT! MEDIUM!

Personalization, Not Automation.! CONTEXT! MEDIUM! Marke'ng Mary Enterprise Erin Owner Ollie

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!

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!

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!

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 !

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!

The Sales SLA.! Attempt #! LTV/COCA! •  Data has been altered from actual HubSpot data for the purposes of this presentation!

Daily Accountability   for Marketing & Sales. * Data has been altered from actual HubSpot data for the purposes of this presentation!

This is happening… …even at LinkedIn

Don’t be that guy… 37

41 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 media & networks to generate leads & execute sales. Social Smarketing Social Marketing Social Selling

Social Selling @ LinkedIn Getting Sales Pro Adoption

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

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

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

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

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:

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:

Smarketing @ LinkedIn Aligning Marketing & Sales

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.

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.

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: 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!

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

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%

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

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

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…

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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