A Day in the Life: Leveraging Social in
Building Relationships in Financial Services

Today’s Speakers
Craig Paris
Head of Enterprise Sales,
Financial Services
Ross Gordon
Senior Sales Development
Consultant, Financial Services
Kayla Wills
Account Executive,
Financial Services

Craig Paris
Head of Enterprise Sales, Financial Services
LinkedIn Sales Solutions
A Day in the Life: Leveraging Social in
Building Relationships in Financial Services

What We’ll Cover Today:
• B2B sales with Sales Navigator
• Account Exec & Sales Dev.Partnership
• Closing Thoughts
• Q&A

6.8

Account rep
Change in roles and turn over

Multi-threaded
7%
Single-threaded
65%
Sales deals at North
American companies
What percentage of sales deals in
North America are multi-threaded?
6+ connections 1 connection
Source: LinkedIn Insights

1 in 5What is the likelihood a decision-maker
leaves their position within a year?

To tap into the power of LinkedIn as revenue producer, you need
to expand your access and tailor your experience
Today:
your personal
network
All that LinkedIn
has to offer
YOU
Purpose-built
platform

Social Selling can help.
Relationship Building Behaviors on LinkedIn
Create a
professional brand
Find the
right people
Engage with
insights
Build strong
relationships

AE/SD Partnership
Kayla Wills
Account Executive, Financial Services
LinkedIn Sales Solutions

Account Prioritization
• Which companies make sense for me to work on
• Which companies should the SD work on
• Plan approach

Prospect Prioritization
• Who are we reaching out to?
• With what message?
• Division of Labor

Building Pipeline

Find the right people
Lead Builder is critical in preventing leads from slipping through the cracks

Reach out at the right time
Listen for social triggers to help you engage
Platinum
INSURANCE
Platinum
INSURANCE
Platinum Insurance
Financial Services
Platinum Insurance
Financial Services
Platinum Insurance celebrates 50 years of services at
headquarters and branch offices.
Carl Simmons
VP of Operations
Platinum Insurance
Anna Wong
Sales Manager
Platinum Insurance
prwire.com
Earthquake fundraising efforts sponsored by Platinum Insurance

Leverage the power of relationships to boost win rates
A decision maker is 5x more likely to talk to me if I’m introduced to them
Lead recommendations at Platinum Insurance
Noah Gold
Chief Business Development Officer at Platinum Insurance
Yuma, Arizona Area Financial Services

If no relationship is there, use insight
Every other salesperson has a name and a title—how is your outreach unique?
Chief Business Development Officer
Last contacted: 3 weeks ago
Platinum Insurance shared updates
Your leads at Platinum Insurance shared updates
See all leads at Platinum Insurance
Platinum Insurance
Platinum Insurance elects new
board member
Top 10 insurance firms by
customer approval rating.

Reach out to multiple stakeholders
The average deal includes 6.8 people whose opinions dictate buying or not buying
Noah Gold
Chief Lending Officer at Community Bank
Yuma, Arizona Area Financial Services
Previous positions
Financial Assets Inc., Wealth Owners Ltd.
Lead recommendations at Platinum Insurance See your saved leads at Platinum Insurance
Noah Gold
Chief Business Development Officer, Platinum Insurance
Yuma, Arizona Area Financial Services

Tips for increasing
response rates
• Use insights about the prospect’s company
to personalize the InMail
• Mention:
• Prospect’s experience
• Items from their profile
• What you know of their company,
industry or a recent post
• Keep to a relatively informal tone offering a
conversation, not a hard sales message

RE: LinkedIn Sales Solution and Company ABC
George Thomas CEO, Company ABC
July 24 2015 3:59PM

Growing Deals &
Mid-stage Deals

Tips for increasing win rates
and deal size
Use Lead Recommendations and Saved Searches
• Are there other buying centers?
• Are there higher-ups that can be a supporter?
• Are there new hires who are potential buyers?
Be agile, there’s more than one way to skin a cat
• Decision makers aren’t always signers
• Use social insights to weave into your messages
• Transparency is your friend
Aim to provide insight and context in each conversation
• Don’t let connections go cold, keep leaders who you’ve engaged with
updated of what’s happening

SD Workflow
Engaging prospects & building relationships
Ross Gordon
Senior Sales Development Consultant, Financial Services
LinkedIn Sales Solutions

The Challenge for SDs
• How do we produce a high volume of outreach while maintaining
great quality?
• How is Sales Navigator the best solution to solve this problem?

Partnership with AE
• How do I ensure my AE overachieves her quota?
• Division of Labor (account level, prospect level, etc.)
• Collaboration (insights, alerts, groundswell, C-level buy in, etc.)

Inbound & Outbound
• Find the Right People Quickly (buying committee)
• Engage With Insights (business & personal)
• Build Strong Relationships (uncover warm introductions)

Inbound Example
Community Bank
Financial Services
Community Bank
Financial Services
Chief Lending Officer, Community Bank
Previous Job: SVP, Community Bank
Noah Gold has a new job
Chief Lending Officer, Community Bank
Yuma, Arizona Area Financial Services
Community Bank

Noah Gold
Chief Lending Officer at Community Bank
Yuma, Arizona Area Financial Services
Previous positions
SVP, Community Bank
VP, Community Bank
Lead recommendations at Platinum Insurance See your saved leads at Platinum Insurance
Noah Gold
Chief Lending Officer, Community Bank
Scottsdale, Arizona Financial Services
30
Multithread

Outbound: Timing Example
Joan Smith
Chief Business Development Officer at Platinum Insurance
New Potential Lead at Platinum Insurance
Top 25 Insurance Leaders Share the Best Business Advice
They’ve Ever Gotten
Stacy Rains

TeamLink (serendipity)
Engage through your company’s network
Noah Gold
Chief Lending Officer at Community Bank
Yuma, Arizona Area Financial Services
Previous positions
Financial Assets Inc., Wealth Owners Ltd.
Lead recommendations at Platinum Insurance See your saved leads at Platinum Insurance
Joan Smith
Chief Business Development Officer, Platinum Insurance
Yuma, Arizona Area Financial Services

33
Who’s Viewed Your Profile
Quickly see prospects who view your profile
Joan Smith
Chief Business Development Officer, Platinum Insurance
Yuma, Arizona Area Financial Services

Personalization
Ross
Hi Joan,
First off, see you just started your new role at Platinum Insurance! How’s it going so far –
transitioning companies is always a hectic and exciting time. Couldn’t help but notice we have a
mutual connection – Sarah Tran. Know her from an old project we worked on back in the day. Do
you both keep in touch after college?
My team here at LinkedIn works with insurance and claims firms to enable a more effective and
efficient client/referral origination process and I help support the Platinum Insurance relationship.
Would be great to share with you how we've helped peer firms quickly build relationships with
adjusters, case managers and insurance professionals by better leveraging LinkedIn.
Do you have some time later this week to further discuss for 20 mins?
Best,
Ross
Joan Smith
Chief Business Development Officer, Platinum Insurance
Yuma, Arizona Area Financial Services

Sales Navigator helps build pipeline
• Make multithreading easy
• Provide reps with timely information
• Helps reps balance high volume of activity
• Enhance outreach with relevant talking points

Closing Thoughts
Craig Paris
Head of Enterprise Sales, Financial Services
LinkedIn Sales Solutions

When Closing Business
Relationships Are Key!

Important to:
Multithread to reach the
whole buying panel
Lead with relevant
information
Leverage social signals
to stay engaged
Drive revenue and achieve goals

Social Sellers See More Success
45% 51% 78%
Create more
opportunities
More likely to
achieve quota
Outsell peers
who don’t use
social media

Questions?
Kayla Wills
Account Executive
linkedin.com/in/kaylawills
Craig Paris
Head of Enterprise Sales
linkedin.com/in/craigparis
Ross Gordon
Senior Sales Consultant
linkedin.com/in/rosscgordon
lnkd.in/letschat