Personalize Your Buyer's Experience Using Sales and Marketing
Transcript of Personalize Your Buyer's Experience Using Sales and Marketing
2!
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!
6!
View full webinar here:!
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!
Transformation and Personalization Not Automation.!
1. Align Marketing with Buyer Behavior!2. Attract Prospects with Your Content Engine!3. Avoid Death by Marketing Automation!
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
/ CO
CA!
• 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!
LinkedIn Confidential ©2013 All Rights Reserved
Making Social Selling Real & How LinkedIn is Using LinkedIn
Ralf VonSosen Head of Marketing, LinkedIn Sales Solutions #rvonsosen
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
§ Creating compelling profiles
§ Harnessing the power of relationships
§ Acting as micro-marketers
LinkedIn Confidential ©2013 All Rights Reserved
Creating Compelling Profiles (Dan Swift example)
1. ‘Professional tagline’
LinkedIn Confidential ©2013 All Rights Reserved 53
Creating Compelling Profiles (Dan Swift example)
1. ‘Professional tagline’
2. Professional, high resolution, large photo
LinkedIn Confidential ©2013 All Rights Reserved 54
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 60 ©2013 LinkedIn Corporation. All Rights Reserved.
John’s…
Example: Sales Navigator would help John find more warm introductions at Hasbro
LSS 61 ©2013 LinkedIn Corporation. All Rights Reserved.
John’s…
1 1st degree connections at Hasbro:
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:
Acting as micro-marketers
§ Participate in groups
§ Provide updates
§ Publish content
§ Marketing helps provide information
LinkedIn Confidential ©2013 All Rights Reserved 64
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.
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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!
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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
Mill
ions
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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
Mill
ions
300%
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Changing of the guard
Inside Sales vs. Outside Sales
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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
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Top Personalization Obstacles
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Alignment
Mat Greenfield
Josh James
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Follow the Reese’s Pieces
Lead them …
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Follow the Pixies
Lead them
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Benefit Pyramid
Preservation
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Benefit Pyramid
Pain Avoidance
Preservation
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Benefit Pyramid
Pleasure
Pain Avoidance
Preservation
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Benefit Pyramid
Prestige
Pleasure
Pain Avoidance
Preservation
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Benefit Pyramid
Profits
Prestige
Pleasure
Pain Avoidance
Preservation
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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
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Sales Rep vs Buyer (50/50)
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Persogenics - All Employees
0
50
100
0 50 100
Ass
ertiv
enes
s
Responsiveness
Ken Krogue
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Persogenics - Sales
0
50
100
0 50 100
Ass
ertiv
enes
s
Responsiveness
Sales
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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…
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CLOSER Model
Campaign C L O S E R
Effort Skill Offers Lists / Leads
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CLOSER Model
Campaign C L O S E R Results / Reporting
Effort Skill Offers Lists / Leads
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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
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you
them
industry peer
family
C = Campaign Strategy
The Trust LadderTM
Common Experience
Earned Right
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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
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
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
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.
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.
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.
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.
you
them
boss CEO
acquaintance peer
common experience
celebrity
industry peer
industry expert
friends family
C = Campaign Strategy
earned right
The Trust LadderTM
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L = Test Lists
0 11
2.5 6.5
Appointments
per day per day
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TYPES
O = Offer Personalization
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TYPES INTEREST NEED
O = Offer Personalization
Copyright © InsideSales.com Inc. All Rights Reserved © InsideSales.com Inc.
TYPES TIRE KICKER BUYING SIGNAL
INTEREST NEED
O = Offer Personalization
Copyright © InsideSales.com Inc. All Rights Reserved © InsideSales.com Inc.
TYPES TIRE KICKER BUYING SIGNAL
INTEREST NEED
research studies
O = Offer Personalization
Copyright © InsideSales.com Inc. All Rights Reserved © InsideSales.com Inc.
TYPES TIRE KICKER BUYING SIGNAL
INTEREST NEED
research studies white papers
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
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
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
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
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
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Trigger Points & Sales Intelligence
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• Who to call • When to call • When to remind • How often to call • How to contact
Predictive Analytics
Prospect Personalization