How Personalised Selling Unlocks Competitive Advantage

1. HOW PERSONALIZED SELLING UNLOCKS COMPETITIVE ADVANTAGE

2. Agenda SALES REPS SALES LEADERS MARKETING LEADERS Become a Become a Trusted Resource Trusted Resource Inspire Inspire and Coach and Coach Engage Prospects with Engage Prospects with Relevant Conten Relevant Content t

3. Speakers MICHAEL BRITO SVP, Head of US Digital Marketing LEWIS Pulse JACK CRAIG ROSENBERG Chief Analyst TOPO KOSAKOWSKI Head of Social Sales Disruption Creation Agency

4. SALES REPS Become A Trusted Resource JACK KOSAKOWSKI Head of Social Sales Disruption Creation Agency How Personalized Selling Unlocks Competitive Advantage

5. 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 How Personalized Selling Unlocks Competitive Advantage

6. 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 How Personalized Selling Unlocks Competitive Advantage

7. 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 63% of social buyers appreciate being contacted at the right time with relevant opportunities 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 - IDC How Personalized Selling Unlocks Competitive Advantage

8. 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 57% of a typical purchase decision is made before a customer even talks to a salesperson Find insights to share on the following channels: •  LinkedIn Pulse •  The LinkedIn Sales Solutions Blog - CSO Insights How Personalized Selling Unlocks Competitive Advantage

9. SALES LEADERS Inspire and Coach CRAIG ROSENBERG Chief Analyst TOPO How Personalized Selling Unlocks Competitive Advantage

10. 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 How Personalized Selling Unlocks Competitive Advantage

11. S A L E S L E A D E R S 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 How Personalized Selling Unlocks Competitive Advantage

12. S A L E S L E A D E R S 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 How Personalized Selling Unlocks Competitive Advantage

13. S A L E S L E A D E R S 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 How Personalized Selling Unlocks Competitive Advantage

14. MARKETING LEADERS Engage Prospects with Relevant Content MICHAEL BRITO SVP, Head of US Digital Marketing LEWIS Pulse

15. 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 Where do they spend their time online? What are their media consumption habits? What social channels do they use the most? - IDC What is the context of the conversation? What keywords are they using? Which hashtags are they using? How Personalized Selling Unlocks Competitive Advantage

16. M A R K E T I N G L E A D E R S Engage Prospects with Relevant Content & Approach Audience Analysis Story Development Channel Strategy Paid Social Participatory Storytelling Deliver an editorial and creative framework to reach your customers with content and an experience that matters to them. Build a channel and media strategy based on audience segmentation (where they spend their most time) and native social platform capabilities and user functionality. 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.” Empower, train and mobilize brand advocates (employees – executives, subject matter experts, sales) to participate and tell the brand story, generate leads, influence others. 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. How Personalized Selling Unlocks Competitive Advantage

17. Q&A MICHAEL BRITO SVP, Head of US Digital Marketing LEWIS Pulse JACK CRAIG ROSENBERG Chief Analyst TOPO KOSAKOWSKI Head of Social Sales Disruption Creation Agency

18. Thank you for Attending!