how sales & marketing can own the buying experience

THE CONVERGENCE OF SALES & MARKETING #ConnectIn16

How Sales & Marketing Can Own The Buying Experience

Mark Dick, Director ANZ, LinkedIn Sales Solutions

Matt Tindale, Director APACLinkedIn Marketing

Solutions

+ =

BuyersMultiple

Self-servedComplex

NurturingContent led

SocialShared

AlignmentAudience

MotivationsTechnology

THE CONVERGENCE OF SALES & MARKETING #ConnectIn16

+152% +451% +900%Click Through Qualified Leads Contact

Rates

A Recent BuyingExperience

THE CONVERGENCE OF SALES & MARKETING #ConnectIn16

#ConnectIn16THE CONVERGENCE OF SALES & MARKETING

Re: Enterprise Telesales

Steve, let us help you build an enterprise telesales team.

Mark Marketing 3:14 PM (1 hour ago)to me

REPLY

Re: Enterprise Telesales

Steve, let us help you build an enterprise telesales team.

Mark Marketing 3:14 PM (1 hour ago)to me

REPLY

Re: Enterprise Telesales

Steve, I didn’t hear back from you. I’d love to share a case study about MegaCorp’s enterprise solution.

Mark Marketing 3:19 PM (1 hour ago)to me

REPLY

Re: Enterprise Telesales

Steve, I didn’t hear back from you. I’d love to share a case study about MegaCorp’s enterprise solution.

Mark Marketing 3:19 PM (1 hour ago)to me

REPLY

Re: Enterprise Telesales

“Why SolarSlash uses our products, and why you should too.” I wanted to share another case study on…

Marky Marketingto me

Re: Enterprise Telesales

You’ve got some nerve, Steve. You have no idea how much your enterprise business stands to…

Marky Marketingto me

Re: Enterprise Telesales

Was it something I said? Look, Steve, if I’ve done something wrong here you gotta let me know, before…

Marky Marketingto me

Re: Enterprise Telesales

What are our customers saying? It’s funny you should ask, because I was just preparing a series of case…

Marky Marketing

Re: Enterprise Telesales

You’re making the biggest mistake of your life, Steve. Can’t you see our paths were meant to cross? It’s a…

Marky Marketingto me

Re: Enterprise Telesales

Can we chat this week? I can only imagine how busy you are, but if you could just give me 10 minutes…

Marky Marketingto me

Re: Enterprise Telesales

Just 10 minutes of your time! That’s all I need to show you the incredible enterprise-grade power of our…

Marky Marketingto me

Re: Enterprise Telesales

Is this week better for a chat? I’m available any day of the week, any time. Seriously.

Marky Marketingto me

Re: Enterprise Telesales

Look, it’s not that I’m mad, Steve. I just can’t understand why you’re throwing away an opportunity to…

Marky Marketingto me

Re: Enterprise TelesalesMarky Marketingto me

Re: Enterprise Telesales

Steve, I didn’t hear back from you. I’d love to share a case study about MegaCorp’s enterprise solution.

Marky Marketing

Re: Enterprise Telesales

I think deep down you’re not running from me, Steve, you’re running from yourself. Just let me…

Marky Marketingto me

Sarah SalesCalling…

#ConnectIn16

CallDeclined

#ConnectIn16

Sarah SalesCalling…

#ConnectIn16

(Again)

CallDeclined

#ConnectIn16

Sarah Sales 5:44 PMMissed call

Sarah Sales 5:52 PMMissed call

Sarah Sales 6:01 PMMissed call

Sarah Sales 6:09 PMMissed call

Sarah Sales 6:16 PMMissed call

#ConnectIn16

Scorecard

CustomerMarketing Sales

#ConnectIn16

$1 TRILLIONWasted productivity cost

U.S. businesses

every year because ofmisalignment.

THE CONVERGENCE OF SALES & MARKETING #ConnectIn16

Internet ExperienceBuying Experience

Disposable CommodityIrrelevant and Uncoordinated

Precious ResourcePersonalisation and Trust

THE CONVERGENCE OF SALES & MARKETING #ConnectIn16

THE CONVERGENCE OF SALES & MARKETING #ConnectIn16

4X More Likely To Buywhen referred

Customer are

THE CONVERGENCE OF SALES & MARKETING #ConnectIn16

YourTESLA

Is BeingBuilt!

The Tesla Buyer’s Journey

Build the car of your dreams

Get personalised status

Join a community

Enjoy door-to-door service

You’re not compared to your competitor’s experience.

You’re compared to every experience ever.

THE CONVERGENCE OF SALES & MARKETING #ConnectIn16

Automating a bad experience= Alienation at Massive Scale

THE CONVERGENCE OF SALES & MARKETING #ConnectIn16

SendIrrelevant

Email

CustomerCompletes

Form(finally)

Cold Call,No Research

Confused& Annoyed Customer

CustomerAnswers(finally)

Lost Customer & DamagedReputation

No Response

EmailGun

Resend

No Answer

PowerDialer

Redial

Marketing toSales handoff

Don’t forget:“Always Be

Closing”

#ConnectIn16

Marketers

Buyers

Sellers

No Alignment

On Audiences &

Targets

Don’t Understand

The Business

Uncoordinated

Engagement

Marketers

Buyers

Sellers

Marketers

Buyers

Sellers

Alignment on

Audience & Targets

Shared Buyer Understandin

g

Coordinated Engagement

#ConnectIn16

Alignment on Audience

Coordinated Engagement

Shared Buyer Understanding

Requirements

ChallengesNeeds

Buying Stages

Buying Committee

Decision MakersInfluencers

Marketing nurture

Sales nurture

#ConnectIn16

The power of alignment:

38% more customers

36% lower churn

THE CONVERGENCE OF SALES & MARKETING #ConnectIn16

.11%Response

Rate

.73%Conversion

Rate

$17KAverage

Sales Price

6:1Revenue vs. Cost$3.6K

Sales + Mkt Cost

Alignment Increases Revenue Productivity

.1%Response

Rate

.67%Conversion

Rate

$15KAverage

Sales Price

$4KSales + Mkt Cost

4:1Revenue vs. Cost

Reve

nue

Prod

uctiv

ity +

50%

×× ÷ =

Great buying experiences aren’t created by connecting systems.

How can LinkedIn help?

They’re created by connecting people.

THE CONVERGENCE OF SALES & MARKETING #ConnectIn16

433MProfessionals on

LinkedIn

Interest + Intent

Professional Identity

Learning New Skills

Following Influencers

Getting Peer Recomm-endations

Publishing and

Engaging with Content

Getting Expert Advice

#ConnectIn16

Shared Understandin

g of Buyer

Alignment and Targeting of Audience

Coordinated Engagement

#ConnectIn16

Shared Understanding, Targeting & Coordinated Engagement

Interest-Based DataField of StudyGroup MembershipsPeople FollowedPosts and Comments

Professional DataCompanyFunctionIndustryGeo

Content Engagement

Relevant ThemesLevel of DetailOptimal Delivery Method

Persona DataOpinion

LeaderMass AffluentRoad Warrior #ConnectIn16

Marketing- Owned

• Your Company Page

• Showcase Pages

• Long-form posts

• Influencers

Marketing- Paid • Sponsored Content

• Sponsored Inmail

• Display Ads

• Dynamic Ads

Sales• Team Link (Warm Intros)

• Personalised InMail

• Elevate (Serialised Content)

• Personal Profile

• Lead Recommendations

Coordinated EngagementEngagement Building Blocks

#ConnectIn16

Brand Alignment + Coordinated Engagement

#ConnectIn16

SharedThemes

SharedContent

$

Buyer engages

with sponsored content…

…downloads an Ebook

…Buyer receives a Sponsored

InMail

Sales person is prompted

to follow

Sales person introduced via mutual

friend

Sales person shares

relevant content

created by marketing

Sales person sends

personalised “InMail”

#ConnectIn16

Sales person saves as

lead, researches

$

Microsoft Taps The Power ofLinkedIn Marketing and Sales

433MProfessionals

are on LinkedInDi

spla

y Ad

Spon

sore

d Up

date

Elev

ate

(Con

tent

Sh

are)

Com

pany

Pag

e

Slid

e Sh

are

War

m In

tro

Pers

onal

ised

InM

ail

#ConnectIn16

1.7x 2.5BMore opportunities

createdRevenue

Influenced

Microsoft Taps The Power ofLinkedIn Marketing and Sales

29%Deals

influenced

#ConnectIn16THE CONVERGENCE OF SALES & MARKETING

Do Your Sales & Marketing Teams Own The Buying Experience

• Ask yourself three questions

• Find the source of the problem

• Let us help

THE CONVERGENCE OF SALES & MARKETING #ConnectIn16

THE CONVERGENCE OF SALES & MARKETING #ConnectIn16