how personalized selling unlocks competitive advantage

HOW PERSONALIZED SELLING UNLOCKS

COMPETITIVE ADVANTAGE

Become a Trusted Resource

Inspire and Coach

Engage Prospects with Relevant Content

SALES REPS SALES LEADERS MARKETING LEADERS

Agenda

Speakers

CRAIG ROSENBERG

Chief AnalystTOPO

MICHAEL BRITO

SVP, Head of US Digital Marketing

LEWIS Pulse

JACK KOSAKOWSKI

Head of Social Sales DisruptionCreation Agency

Become A Trusted Resource

SALES REPS

How Personalized Selling Unlocks Competitive Advantage

JACK KOSAKOWSKI Head of Social Sales DisruptionCreation Agency


S A L E S R E P S

Become a Trusted Resource

To get prospects to respond, you need to communicate from the beginning that you understand their situation, needs and challenges. That’s why it’s critical to know as much as possible about your prospect before you conduct outreach.

You only have three seconds to capture a

website visitor’s attention

- Smart Insights


S A L E S R E P S

Target Relevant Buyers

Target relevant buyers on LinkedIn by: Using Advanced Search

•  Filter by Company, Location, Relationship and Industry

Monitoring connections for trigger events •  Know when prospects change roles, have an anniversary or

connect with someone in their network

Only half of B2B buyers contacted by

sales professionals are the right person to talk to about new

business

- Linkedin Research


S A L E S R E P S

Understand the Buying Process

Earn the trust of a senior-level prospect by: Showcasing Project Expertise

• Optimize your LinkedIn profile to reflect your professional brand

Respecting Their Time •  Use InMail to stay out of their crowded email queue

Providing Social Proof •  Leverage 2nd degree connections to broker a warm introduction •  Join a LinkedIn Group the executive participates in

63% of social buyers appreciate being

contacted at the right time with relevant

opportunities

- IDC


S A L E S R E P S

Act to Close Deals

Leverage industry data and news on LinkedIn by: •  Sharing links to relevant industry content in your Status Updates •  Sharing content in a prospect's’ Status Update or in a LinkedIn

Group

Find insights to share on the following channels: •  LinkedIn Pulse •  The LinkedIn Sales Solutions Blog

57% of a typical purchase decision is

made before a customer even talks to

a salesperson

- CSO Insights

Inspire and Coach

SALES LEADERS


CRAIG ROSENBERG Chief AnalystTOPO


S A L E S L E A D E R S

Inspire and Coach

Identify potential pain points that might prevent sales pros from social selling by asking the following questions:

•  Understand an individual sales rep’s process and current road blocks to success?

•  Are their prospects active on social? •  Will your sales reps face a technology or social media learning

curve?

Why LinkedIn?

49% of buyers research vendors

through their LinkedIn profiles

44% of buyers find potential vendors through shared

LinkedIn connections

- LinkedIn Research



Target Relevant Buyers

Help your sales team find the right people on LinkedIn via the following process:

Define the Ideal Customer Profile (ICP) •  Using quantitative (closed won business) and qualitative (sales

rep feedback) •  Define demographic data (verticals, geo, company size) and

psychographic (looking for …) Define target buyer personas •  Role and goals first – Title second

Sales reps focused on new business who

exceed quota make 148% more

connection requests each month than other sales reps

- LinkedIn Research



Understand the Buying Process

Help your sales reps understand the buying process by providing the following: Sales-centric buyer personas Map of the buying process including what they require to move to the next step Train sales to use research to identify insights into a prospects unique buying process

58% of reps who exceeded their

research expectations had lead conversion rates of more than

50%

- CSO Insights



Act to Close Deals

Once the buyer cycle is mapped, create the resources your sales team needs to move buyers through the buying cycle and close deals: Sales Enablement Create messaging, insights, and content assets to deliver to the right buyer at the right time: •  Persona specific •  Stage in the buying lifecycle •  Challenges and needs •  Overcome objections and roadblocks Marketing Provide training on how and when to deliver messages, insights, and content.

Decision-makers consume five pieces

of content before reaching a decision

- CMO Council

Engage Prospects with

Relevant Content

MARKETING LEADERS

MICHAEL BRITO SVP, Head of US Digital MarketingLEWIS Pulse


M A R K E T I N G L E A D E R S

Understand Your Audience

75% of buyers are using social media to

research solutions

- IDC

Where do they spend their time online?

What are their media consumption habits?

What is the context of the conversation?

What keywords are they using?

Which hashtags are they using?

What social channels do they use the most?


M A R K E T I N G L E A D E R S

Engage Prospects with Relevant Content & Approach

Sales Enablement Build a sales governance model that will equip sales organizations with training, resources/toolkits and content so they can better

engage their current customers and prospects.

Story Development

Deliver an editorial and creative framework to reach your customers with content and an experience that matters to them.

Audience Analysis

Participatory Storytelling

Empower, train and mobilize brand advocates (employees – executives, subject matter experts, sales) to participate and tell the brand story, generate leads, influence others.

Channel Strategy

Build a channel and media strategy based on audience segmentation (where they spend their most time) and native social platform capabilities and user functionality.

Paid Social

Use analytics to drive the best targeting on social channels based on audience behaviors and conversations – where they spend their time and what media outlets the “like”, “follow” and “talk about.”

Q&A

CRAIG ROSENBERG

Chief AnalystTOPO

MICHAEL BRITO

SVP, Head of US Digital Marketing

LEWIS Pulse

JACK KOSAKOWSKI

Head of Social Sales DisruptionCreation Agency

Thank you for Attending!