Three Technologies That

Together Will Double Your

Sales Productivity

Webinar 1 of 4: Social Selling

November 19, 2014

Tim FureyCEOMarketBridge

Jill RowleyChief Evangelist and FounderJill Rowley

Kelly WaffleVP, Strategic Solutions GroupMarketBridge

©2014 MarketBridge Corp.– 2 –

“57% of a typical purchase decision is made before a customer even talks to a sales rep.” CEB

“67% of the buyer’s journey is now done digitally” Sirius Decisions

“Only 29% of sales reps, complain buyers, are well prepared to engaged with them” IDC

“76% of customers prefer to receive content unique to their stage in the buying process” Pardot/SFDC

“90% of next year’s revenues will come from existing customers and prospects currently in the pipeline”

MarketBridge

©2014 MarketBridge Corp.– 3 –

Meet

Joe

How Does a Typical Sales Professional Leverage

Technology?

©2014 MarketBridge Corp.– 4 –

Joe has a diverse sales funnel…

Active opportunities+

people Joe is talking to on a regular basis

Used to be in a cycle but went cold

Once joined a couple meetings

Just plain unqualified (today)

No idea what the company does

Attended a webinar once

“Old School” Sales Model

…all opportunities in CRM system but hehas limited time and coverage capacity

©2012 MarketBridge Corp.– 5 –

Traditional Approach to Increasing Sales Productivity

A

B

C

D

E

Traditional Strengths Create “priority-based” pipeline segmentation Focus inside sales and field sales efforts on highest

value opportunities

Improve near-term revenue yield per sales hour by focusing on “hottest” opportunities

Common Weaknesses Ignores C-E opportunities

• Results in lost accounts Emphasizes “in-quarter” Sales

• Fails to nurture longer term buying cycles Uneven Sales team acceptance

• Sales teams rely on own judgment; 3rd party “qualified” leads are weak, not ready to buy

Relies on phone, F2F prospecting and lead qualification• Multiple, costly attempts at customer calendaring

Lacks personalized digital content• Misses growing buyer preference for digital interaction

Prioritize leads and customers based on demographic, BANT profiling……creating a Sales pyramid for account and call prioritization

“Hot”

“Warm”

“LowerPriority”

©2014 MarketBridge Corp.– 6 –

Creating the “Technology-Leveraged Sales Rep”

SocialSelling

Content Marketing

Predictive Analytics

• Rich prospect/customer profiles• Signals of intent & interest• Network connections• Communication via channels other than

email and phone

• Curate, personalized digital content• Tracked response and engagement• Connects Marketing to Sales

• Lead/Account scoring• Cross-Sell Scoring (e.g. next offer)• Loyalty/Retention Scoring• Optimized context-relevant content

©2012 MarketBridge Corp.– 7 –

Redefining the Sales Coverage Model

A

B

C

D

E

Traditional Approach:Priority-based customer

scoring and Sales coverage

Active Deals

Renewals

Cross-Sell

Marketing Qualified Leads

Unqualified Prospects

Breakthrough Approach:Profile-based customer engagement

thru multi-channelSales & Marketing programs

©2012 MarketBridge Corp.– 8 –

Tech-Leveraged Sales Coverage:Digital + Data = Quantum Growth in Sales Productivity

Active Deals

Renewals

Cross-Sell

Marketing Qualified Leads

Unqualified Prospects

Revenue per Sales rep can see >30% increase thru the integration of social selling, predictive analytics, and digital content

❶Social Selling: Deeper Customer Profiling• Social Profiling• Interests and Activity• Network of contacts

❷Predictive Analytics: Targeted Contacting• Customer Segmentation and Personas• Account/Lead Scoring• Cross-Sell/Best Offer Scoring• Personalized Content

❸Content Marketing: Integrated Digital & Sales Coverage

• Sales focus on “hot” opportunities• Inside sales w/ digital to focus on

renewals, cross-selling• Personalized digital content w/ Marketing

DigitalEngagement

SalesEngagement

Why do Social Selling?

@jill_rowley #SocialSelling

Only 33% of buyers trustwhat a logo tells them

But 92% trust what another buyer tells them!

@jill_rowley #SocialSelling

Social Selling is using Social

Networks to do Research to be

Relevant to build Relationships that

drive Revenue.

5 Pillars, Practices, Principles of Social Selling

@jill_rowley #SocialSelling

• Headline should be

descriptive; NOT

your job title

• Include #hashtags

Review the “Who’s

Viewing Your

Profile”

• NEVER leave blank

• Tell stories

• Write in the 1st

person. This is not

your online

resume!!

• Choose skills you

want to highlight

• Seek

endorsements &

recommendations -

do the same for

others

HeadlineInclude

#Keywords

Profile Summary

Recommendations&

Endorsements

•High quality and

professional

photo

•11x more likely to

be viewed with a

photo

Profile Picture

Keys to a Successful LinkedIn Profile

@jill_rowley #SocialSelling

The Art of a LinkedIn Invite

@jill_rowley #SocialSelling

Use Your Alumni Network

@jill_rowley #SocialSelling

Six Things to do Right Away!

Optimize your LinkedIn profile for the Buyer; not the Recruiter.

Create a Twitter account and/or complete your profile. Photo. Bio. LinkedIn

URL.

Research and Follow your Customers on LinkedIn and Twitter.

Expand your Professional Network. ABC = Always Be Connecting.

Leverage your College Alumni.

Join LinkedIn Groups where your Customers are Members.

Research and Follow your Competitors. See who they are following and

who is following them.

@jill_rowley #SocialSelling

©2014 MarketBridge Corp.– 17 –

The Technology-Leveraged Sales Rep

SocialSelling

Content Marketing

Predictive Analytics

• Rich prospect/customer profiles• Signals of intent & interest• Network connections• Communication via channels other than

email and phone

• Curate, personalized digital content• Tracked response and engagement• Connects Marketing to Sales

• Lead/Account scoring• Cross-Sell Scoring (e.g. next offer)• Loyalty/Retention Scoring• Optimized context-relevant content

©2014 MarketBridge Corp.– 18 –

Coming Soon!

©2014 MarketBridge Corp.– 19 –

There’s No Reason Not to Become “Tech Leveraged” in 2015!

MarketBridge is advancing the state-of-the-art in

tech-enabled Sales and Marketing teams to help its customers

achieve as much as >30% Sales productivity improvement

Coming in Q1 2015:

A powerful new UI that brings Social, Predictive, and Digital Content to

both Sales and Marketing desktops

We are actively screening for beta clients…interested in learning more? Schedule your 20-minute “glimpse of the future” through the survey at the end of this presentation.

– 20 –

WEBSITE

MarketBridge

Website

OUR COMMUNITY WEBINAR SERIES

www.market-bridge.com www.the-digital-bridge.com

Today: Overview & Social Selling

2nd Session: Recap &Content Marketing

3rd Session: Recap & Predictive Analytics

Final Session: Tying it Together –A Breakthrough App

2015

Webinar Series

Thank You !

Jill Rowley Chief EvangelistJill Rowley

Tim Furey CEOMarketBridge

Kelly Waffle VPMarketBridge