digital sales enablement: a new approach to sales & marketing · • 14 years in search,...

Digital Sales Enablement: A New Approach

to Sales & Marketing

PRESENTED BY

Cathal Melinn

Cathal Melinn

• 14 years in Search, Display, Analytics and Digital Strategy

• Worked at Yahoo! Search in 2005 as a Senior Search Strategist for the UK Financial Services vertical

• Head of Search and Online Media in Agency for 5 years from 2010

• Worked at the Digital Marketing Institute as a Digital Marketing Manager for 2.5 years

• Aer Lingus as PPC,SEO & Affiliate Manager

• Previous clients include Apple, Vodafone, Expedia, Red Bull, Virgin, Universal Music Group, Amazon,

Compare the Market and HSBC

Course Director – Digital Marketing Institute

Why Converging Digital Marketing & Selling is Important

Why Converging Digital Marketing & Selling is Important

Digital Marketing & Selling Process

The Audience is in Control

The Modern Buyer

Sales Enablement

Sales Enablement Increases Efficiency

Sales Enablement Tools

Digital Marketing & Selling: Research

Sales Enablement: Insight Tools

Sales Enablement: Predictive Analytics

Sales Enablement : Data Collection

Sales Enablement : Sourcing Leads with the Right Information

Sales Enablement : LinkedIn SSI

Sales Enablement : Email

Sales Enablement : Driving Awareness

Sales Enablement : Staying Top Of Mind

CRM: Understanding & Organise Your Leads

CRM: Evolution

CRM: Social Process

Digital Marketing & Selling: Lead Process

Digital Marketing & Selling: Territory Analysis

Social Influence in the Buying Process

Digital Marketing & Selling: Social Content

Digital Marketing & Selling: Account Management

A New Sales Model

Digital vs. Traditional Selling

Steps: Digital Research

Steps: Sales Enablement

Steps: CRM

Steps: Social Content

Steps: Audience Messaging

Steps: Audience Engagement

Steps: Account Management

Considerations: Decision Making Behaviour

Considerations: Traditional vs. Digital Tactics

Considerations: Evaluating Leads/Prospects

Metrics: Conversion Rate in Funnel

Reporting on Success to drive Performance

How to Approach Digital Marketing & Selling

Digital Marketing & Selling Benefits

Gaining a Competitive Advantage

Benefits of Converging Digital Marketing & Digital Selling

Thank You

Cathal Melinn www.linkedin.com/in/cathalmelinn/