Best practices of modern marketing & sales for talent acquisition leaders

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Transcript of Best practices of modern marketing & sales for talent acquisition leaders

  • 1. Best Practices of Modern Sales and Marketing for Talent AcquisitionBrendan Browne RecruitingMike Derezin SalesFrancois Dufour Marketing

2. Catherine MarkLeela TejalMatthew 3. Recruiters are Sales & Marketing [email protected] 4. Transformation 5. [email protected] 6. [email protected] 7. [email protected] 8. DiscoveryConsiderationPreferenceTransaction 9. The quality & accessibility of quality content is [email protected] 10. The buyers journey is 70% complete by the time a sales person is contacted * DiscoveryConsideration PreferenceTransaction70% * Source: Sirius [email protected] 11. What does that meanfor Talent [email protected] 12. When they go through their discovery journey, will top candidates prefer you or your [email protected] 13. Best Practices of Marketing & Sales 14. Best Practice #1Segmentation Best Practice #2Content Marketing Best Practice #3Warmem [email protected] 15. Best Practice #1Segmentation Be ultra-relevant to your core-target audience Spend your time on the right [email protected] 16. Segment your MarketSegmentSegment14 SegmentSegment32 @frfrdufour 17. Segment your MarketYour target SegmentSegment14 SegmentSegment32 @frfrdufour 18. Persona: character representing a groups needs & behaviors Put a human face on your targetGet your team on the same pageInform content & comms [email protected] 19. Profile your best customer / candidate your sweet spot SegmentSegment14 SegmentSegment32 @frfrdufour 20. I share industry best practices to drive real impact for my customers.Stacey Sales Manager 21. Stacey Uchida DriversVice President, Sales CurrentGoal: Build her skillset. Help customers succeedNorth Widgets EducationMichigan State UniversityMotivators: Become youngest ever VP of Sales at LinkedIn Fears: How she researches a new role:Miss quarterly quota Not meet her customers expectationsContent type: Case studies, Analyst briefingsIn-person demoContent format: In person conferences Blog posts & VideosInfluencers of her career decisions: Former managersPeersIndustry AnalystsWhere she hangs out:LinkedIn (Influencers & groups)FacebookSocial Selling ConferencesSales Insider 22. We focus at account level and consider how big? & how likely? HighSize of Prize How Big?LowHighTemperature How Likely? @mikedfresh 23. We focus at account level and consider how big? & how likely? HighMarketingSalesNurtureRed CarpetSize of Prize How Big?Build AwarenessTele-SalesLowHighTemperature How Likely? @mikedfresh 24. We also leverage the social graph on LinkedIn to assign the socially connected rep to every single [email protected] 25. Recap: 3 steps for Persona-based Marketing1 Segment your target & aim precisely3 2Allocate your resources by potential & InterestInterview your very best customers to develop their ID card @mikedfresh 26. Best Practice #2Content Marketing Inform or Entertain rather than [email protected] 27. Audiences can filter out the authentic from the inauthentic. Jeff Weiner, CEO, [email protected] 28. @frfrdufour 29. Content Marketing is [email protected] 30. @frfrdufour 31. 3 golden rules of Content MarketingAuthenticRelevantTimelyWorth Sharing @frfrdufour 32. Create content nurturing your full candidate journey DiscoveryWhat does this company do that is unique?ConsiderationPreference Videos Blog Exec [email protected] 33. Create content nurturing your full candidate journey DiscoveryConsiderationWhy should I be interested? What opportunity for me?Preference Job description Product [email protected] 34. Create content nurturing your full candidate journey DiscoveryConsideration Employee reviews Managers profile Customer testimonialsPreferenceWhy is it right for my [email protected] 35. Most of this content already [email protected] 36. Sales Reps are turning into mini-marketers 37. Content Marketing is critical for Sales Reps too Drivers of sales reps out performance1Uses Social Media as Critical Channel2Leads with [email protected] 38. Leading with Insights Resume to Reputation 39. Recap: 3 steps for Content Marketing123 Produce or get missing contentFill your content matrixPost it where it [email protected] 40. Best Practice #3Warmem up Nurture prospects down the funnel Always go in warm 41. 123 Use content that resonates with herProfile your target personaIndustrialize your [email protected] 42. Instrument your funnel for effective nurturing DiscoveryConsideration30%10 days15 daysPreference10%5 days @frfrdufour 43. Instrument to measure and executeUnderstand your performance & forecast betterAlign various teamsPrioritize & classify your [email protected] 44. What signals to use to tailor your content? DiscoveryConsiderationPreferenceStarted following your [email protected] 45. What signals to use to tailor your content? DiscoveryConsiderationPreferenceReplied to [email protected] 46. What signals to use to tailor your content? DiscoveryConsiderationPreferenceApplied for a [email protected] 47. DiscoveryConsiderationPreferenceSignalFollowing your companyAnswered InMailApplied for a jobChannelStatus UpdatesInMailDirect mailContentRight content, right channel, right timingThought leadershipJob descriptionRecent coverage @frfrdufour 48. Holy Grail of MarketingSend the right content at the right time, to the right prospects, at [email protected] 49. No one likes it cold 50. Social Selling Evolution Doesnt happen [email protected] 51. Social Selling Evolution Doesnt happen [email protected] 52. Social Selling takes you from Serendipity to Sciencevs. SerendipityScience @mikedfresh 53. Warm introductions work X% + 63%X X%Win rate when reps go in coldWin rate when reps go in warm 54. What it means for the TA organization 55. Embrace and Changeor Be Obsolete @LinkedinCareers 56. #[email protected] 57. Understand the Addressable Market [email protected] 58. In Sales and Marketing HighNurtureRed CarpetSize of Prize How Big?Build AwarenessTele-SalesLowHighTemperature How Likely? @LinkedinCareers 59. In Recruiting HighNurtureRed CarpetQuality Who has expertise in skills we need?Build AwarenessTele-SalesLowHighTemperature Which prospects are most likely engage? @LinkedinCareers 60. In Recruiting HighNurtureRed Carpet1:Many1:1Quality Who has expertise in skills we need?Build AwarenessTele-SalesLowHighTemperature Which prospects are most likely engage? @LinkedinCareers 61. In Recruiting High1:1 Approach NurtureQuality Who has expertise in skills we need? Direct outreach via a Red Carpet recruiter or hiring manager Contact via a connected LI employee [Inside opinion]1:Many Approach Persona-based targeting Build Content strategy Awareness Sponsored & follower updatesTele-SalesLowHighTemperature Which prospects are most likely engage? @LinkedinCareers 62. #2We are [email protected] 63. Marketing throughout full candidates journey TargetingYESTERDAYOutreachTODAYTargetingResearchWarm [email protected] 64. P.O.P. Profile Optimization Project Before 65. P.O.P. Profile Optimization Project After 66. New headline New professional photo Increased reachSummary section with rich media 67. Built out work history with rich mediaAdded Volunteers & Causes Section 68. Added additional skillsRich media in Education section 69. #3Social [email protected] 70. Connectedness [email protected] 71. Who You Need on Your Team Peter R Data and Insights NinjaEmily BSkillsSQL, Hadoop, R, Excel, TableauOnline Marketing and Demand Gen SkillsMarketing Automation, Email MarketingScott A Content and Social Strategist SkillsSEO Copywriting, Blogging, Content PlanningLiz W Program Manager SkillsAnalysis, Online Marketing, SEM 72. Today is YOUR lucky [email protected] 73. 2013