www.tbkconsult.com

LinkedIn & Kunderelationer

Planning is cheap – execution is expensive

✓ Executive in the it- & software business for 20+ years

✓ Management Consultanthelping it- and software companies grow local and global since 2006

✓ Partner & co-owner at TBK Consult

✓ Masterclass in Business Model & Value Proposition Design framework

✓ 1rst LinkedIn-Approved Social Selling Expert & Trainer in Scandinavia

✓ Read more here: http://dk.linkedin.com/steenhelmer

Steen Helmer

Our Value Proposition

✓ Business Model Management✓Develop, evolve, transform, optimize and review

✓ Value Proposition Design✓Define, describe and communicate

✓ Ideal Customer Profile✓Identify criterias, describe and find

✓ Entering Foreign Markets✓Identify ideal markets, insight from market and execution

✓ Building Successful Partner Channels✓ Partner strategy and program✓ Identify ideal partner profiles✓ Partner recruitment✓ Partner enablement

✓ How to implement and execute successful LinkedIn strategy

✓ How to achieve most value from a Microsoft Partnership

What are the most current

business related challenges for

you?

IT- & Software Business Challenges?

EXERCISE

Focus & Challenges for Software Businesses

• Revenue growth

• Consumption

• Value Proposition

• Transformation to Cloud

• Business Model

• Digital Transformation

• LinkedIn - SoMe

• Apps (IP) – ISV

• Vertical approach

• Buyers behavior

• B2B Communication

• Churn Management

• Partner-2-Partner

• Workloads(lack of resources)

The challenge for the insurgent

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mHow Important Is LinkedIn Really?

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mCustomers Journey & Social Media

Different Personas Different Journeys

SOCIAL SELLERS VS NON-SOCIAL SELLERS:THE IMPACT OF SOCIAL SELLING ON 6 KPIS

Source: SalesforLife.com

“Strongly agree” with the benefitsof using social tools and methodologies

Source: SalesforLife.com

LinkedIn Is Now Part Of The Game

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mSocial Media in DACH in region

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mWho finds you on LinkedIn?

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mIs it the RIGHT PEOPLE who views your profile?

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mResults from Profile Views

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mAutomated Profile Views

After having viewed my

profile, Peter decides to call

me to ask how we can help

them to grow their company

and colaborate with Microsoft.

All within the same week!

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mAutomated Profile Views

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mResults from our own update

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mResults from our own update

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mResults from sharing others blog post

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mResults from comments on ”Liked” post

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mResults from responding to invitation

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mResults from responding to invitations

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mHow Do You Start?

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mFacilitating the customer’s journey

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mMarkedet – Salg & Marketing

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mProduct vs. Value Proposition

EXERCISE

What is the difference between a

product and a value proposition?

https://youtu.be/0lF7F7YA02g?list=PLB3tDq9L3X8B8dC5dcxX8E0jgOhp2eGzB

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mDefinition of Value Proposition

Your Value Proposition describes

the benefits customers can expect

from your products and services

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mValue Proposition Design

https://youtu.be/ReM1uqmVfP0

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mCrafting the Message

Contextual Situational

Propaganda

The 3 types of content

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mChose The Right Format

The many types of formats

whitepaper

E-book

Video Podcast

Keynote

Blog post

Comment, like and shareIndividual e-mail, InMail, DM etc. Webinar E-mail marketing

Phone Call

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mThe Ideal Customer Profile

The Ideal Customer Profile is a

description of the type of client

who has proven to derive most

value from using our product or

service relative to the effort it

takes us to complete the sale

https://youtu.be/rUyCWXe6mRU?list=PLB3tDq9L3X8B8dC5dcxX8E0jgOhp2eGzB

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mIdeal Customer Profile Criteria

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m

It’s Personal“Social selling is leveraging your own professional brand and social network to

gather insights and connections, then using that information to help you

discover new opportunities, sell, and get business done.”

In other words, social selling starts with each sales professional’s personal brand

and online activity.

Each salesperson is responsible for making connections, sharing insights, and

building relationships.

What is Social Selling?

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m

Encourage each of your salespeople to build their own brand.

Make sure they have completed, optimized LinkedIn Profiles.

Partner with the marketing department to provide quality content for

your team to share, and encourage them to be active on social media

where their potential customers are.

How Sales Leaders Can Help!

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mThe Real Value of LinkedIn

Do you use social media to market your business?

IGNORING

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mEmployee Advocacy

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mHow To Start With Employee Advocacy

So, ask yourself these questions:

• How will employee advocacy help your employees?

• What will they gain from getting involved?

• How will this help them do their job better?

• How will it support their next career move?

• What’s their role within the program?

• How can they progress through the program?

• What training will they receive?

• Does their direct manager understand the value of the program?

• How will the business encourage their participation?

According to Aberdeen Group, companies with an employee

advocacy program report a 26% increase in year over year revenue.

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mProfile Optimization

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m14 Tips for Profile Optimization

1. Upload a professional photo

2. Write a compelling headline

3. Add graphical background to support your headline

4. Customize your public profile URL

5. Customize links to websites

6. Add your contact information

7. Identify keywords

8. Tell your story in your summary incl. value proposition

9. Update your current and past positions

10. Add rich media

11. Add description of completed projects

12. Add your education

13. Ask for recommendations

14. Add Group memberships

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mThe LinkedIn Funnel

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mGroup Memberships

• Identify the groups where your target audience is

• Join the groups

• Share relevant content (preferable your own) based on

customer value propositions

– NO SALES PITCHES

• Participate and/or start your own discussions

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mLinkedIn Sales Navigator

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mSearches

• Basic Search

• Lead Builder (Sales Navigator)

• Boolean Search

• Saved Search (Sales Navigator)

• Use your connections network

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mHow To Find Prospects On LinkedIn

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mAdvanced Boolean Searches

• You can use brackets on top of the other 3 Boolean operators (AND, OR and NOT)

• Simply add brackets when you want to make group statements. Let’s assume you are looking for decision makers in the sales or

marketing field. Then, a group statement would look like this: (marketing OR sales). In this case, you would be looking for

anyone with a marketing or sales background. Now, if you combine this with (manager OR director OR VP), you will find a

combination of people at these different levels.

• So, what is the next step up? It is creating a combination of these two: (marketing OR sales) AND (manager OR director OR VP).

If you type in this search string in the Title field in LinkedIn’s advanced search, your results will have people who are a marketing

manager, a sales manager, a marketing director or a sales director.

• Finally, just as in math, you can combine different levels of parentheses too! Here is an example: ((Chief AND Officer) AND

(Executive OR (Operational OR Operations) OR Marketing) OR (CEO OR COO OR CMO)).

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m

EXERCISE

Make a search for your ideal

target profile in Sales

Navigator/Lead Builder using

Boolean Search

Advanced Boolean Searches

EXERCISE1. Quotes [“”]

2. Parentheses [( )]

3. NOT

4. AND

5. OR

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mAdvanced Search

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mSaved Searches

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mThe First Dialogue With A Prospect

When you have accepted the connection request:

Thanks so much for connecting. Typically I like to have a brief call with my new connection so we can explore how we maybe able to help each other now or in the future.

If you are interested, I would be very happy to share some”INSERT RELEVANT BUSINESS INSIGHTS” that could benefityour growth of your company and sales goals.

If you are open to an introductory call, I invite you to visit https://calendly.com/she/30min and pick a time that is most convenient for you. I am looking forward to speaking with you.

Steen Helmer+45 4040 9099Skype: steen_helmer

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mHow can we measure our profile/activities?

Examples:

• Number of ”Followers” on personal and company profile

• Number of ”Views” on personal profiles

• Number of phone calls and meetings initiated from

LinkedIn activity

• Number of ”Posts” on personal profiles

• Number of ”Updates”

• Views on shared content

• Adding ”Rich Media” to the profile

• Establish or optimization of Company profile

• Number of ”Posts” on Company profile

• Social Selling Index – SSI

• Etc.

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mLinkedIn Mobile Apps

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m7 Stages of Your Social Journey

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Ovenstående priser er ekskl. moms

Løsning Månedlig ydelse Bemærkninger

Sales Navigator 430,- Relationssalg

Sales Navigator Team 545,- Kollegers netværk

Premium Career 159,- Til jobsøgning

Premium Business 325,- 15 InMails/md. + info

Executive 539,- 30 InMails / md.

Recruiter Lite 670,- Rekruttering

Recruiter Corporate 5.199,- Prof. rekruttering

LinkedIn priser pr. april 2017:

EXERCISE

What is the biggest challenge for

you to implement and execute a

LinkedIn strategy?

What is the challenge?

EXERCISE

How to Implement a Successful LinkedIn Strategy

1. Definer og beskriv jeres formål med at anvende LinkedIn strategisk2. Definer målsætning & KPI’er (konkrete målepunkter)3. Definer og beskriv jeres ideelle målgruppe (virksomheder & personaer)4. Definer og beskriv jeres value proposition (jeres kunders Jobs, Pains og Gains)5. Udvælg deltagere i jeres virksomhed6. Sørg for målrettet træning af deltagerne7. Sørg for optimering af virksomhedens LinkedIn profil8. Sørg for optimering af deltagernes personlige LinkedIn profiler9. Find jeres målgruppe på LinkedIn og sørg for at skabe synlighed af jer og jeres value proposition10. Del relevant indhold til målgruppen (allerhelst jeres eget, men IKKE salgspitch) 11. Skab relationer og dialog med målgruppen12. Sørg for relation med eksisterende CRM13. Følg op på målsætninger14. Synliggør succeser ved anvendelse af LinkedIn15. Tilbyd deltagerne løbende hjælp og træning efter behov

www.tbkconsult.com

Business Development Workshops

for it- and software businesses

Planning is cheap – execution is expensive

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mWorkshop 1 - Transformation & Udvikling af Forretningsmodeller

Formålet er at tilføre partneren viden, værktøjer og metoder, der sætter dem i stand til at transformere

og udvikle deres forretningsmodel mod at drive succesfuld cloud-baseret forretning samt give Partneren

en ensartet kommunikationsplatform til at præsentere og drøfte deres virksomhed – både internt og

eksternt.

• Målgruppe: Ledelse

• Dato: TBD

• Deltagerantal: Maks. 12 og min. 6

• Pris pr. deltager eller pr. workshop

• Complete Business Model Framework workshop toolkit

• Det anbefales at deltage på workshop 2 også!

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mWorkshop 2 - Value Proposition Design & Ideel Kundeprofil

Formålet er at tilføre partneren viden, værktøjer og metoder, der sætter dem i stand til at definere,

beskrive og kommunikere den værdi de kan tilføre deres ideelle kundeprofiler og dermed

nedbringe indholdet af teknologi, funktioner og features i deres kommunikation til markedet.

Dette er en forudsætning for at opnå succes på digitale platforme som f.eks. LinkedIn.

• Målgruppe: Ledelse, Salg og Marketing

• Dato: TBD

• Deltagerantal: Maks. 12 og min. 6

• Pris pr. deltager eller pr. workshop

• Complete Business Model Framework workshop toolkit

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mWorkshop 3 - LinkedIn Strategi, Plan & Profiloptimering

Formålet er at tilføre partneren viden, værktøjer og metoder, der sætter dem i stand til at etablere

en proaktiv og effektiv strategi og plan for anvendelse af LinkedIn til at støtte dem i at opnå deres

målsætninger og løbende måle på resultaterne.

Partneren opnår også viden om hvordan LinkedIn profilerne (både virksomhed og personlige)

optimeres med indhold som er relevant for deres udvalgte målgruppe og målsætning.

• Målgruppe: Ledelse, Salg og Marketing

• Dato: TBD

• Deltagerantal: Maks. 12 og min. 6

• Pris pr. deltager eller pr. workshop

Det anbefales at have deltaget på workshop 2 og

efterfølgende at deltage på workshop 4!

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mWorkshop 4 - Sådan Øges Relationer med Emner & Kunder

Formålet med denne workshop er at tilføre partneren viden, værktøjer og metoder, der sætter

dem i stand til at anvende LinkedIn til at skabe synlighed, tillid og troværdighed hos deres

udvalgte målgruppe med henblik på at etablere og vedligeholde personlige relationer.

Partneren opnår viden der direkte kan omsættes i praksis til effektiv lead generering og

kundepleje.

Lær hvordan du kommer i gang med Social Selling og konkret finder nye kunder på LinkedIn!

• Målgruppe: Ledelse, Salg og Marketing

• Dato: TBD

• Deltagerantal: Maks. 12 og min. 6

• Pris pr. deltager eller pr. workshop

Det anbefales at have deltaget på workshop 3!

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mAssistance til Implementering, Eksekvering & Opfølgning

• Individuel tilrettet assistance:

• Guide, coache, uddanne og følge op

• Baseret på erfaring fra IT virksomheder

• Ingen indlæringskurve hos TBK Consult

• Etablere ny eller hjælpe med eksisterende plan

• Fast månedligt abonnement med forskellig

individuel tilrettet mødefrekvens

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www.tbkconsult.com

Steen Helmer

+45 4040 9099

she@tbkconsult.com

Need Help

www.tbkconsult.com

The success factor for every networker is to Always Be Building your

network of connections and opportunities.

TBK Publishing

TBK Blog