Personalize Your Buyer's Experience Using Sales and Marketing

EXPERTS REVEAL: !HOW TO PERSONALIZE THE BUYER EXPERIENCE USING SALES AND MARKETING!

2!

MARK ROBERGE!SVP Sales and Services at

HubSpot!@markroberge!

Ralf VonSosen!Head of Marketing at

LinkedIn Sales Solution!@rvonsosen!

The Experts:!

Ken Krogue!President and Founder of

InsideSales.com!@kenkrogue!

3!

Mark Roberge!

SVP of Sales and Services, HubSpot!@markroberge !

The Marketing Playbook is BROKEN.!

. . The Marketing Playbook is BROKEN.!

6!

View full webinar here:!

http://offers.hubspot.com/personalize-buyer-experience?source=hscm-ss-personalize-buyer-experience-webinar-20130422

Transformation and Personalization Not Automation. !1. Align Marketing with Buyer Behavior!

Create Your Content Engine.!

Create Your Content Calendar.!

1

eBook w/ LP / Month

4

Blog Posts / Month


1

eBook w/ LP / Month


4

Blog Posts / Month

FB Posts / Month

8

1

eBook w/ LP / Month


4

Blog Posts / Month

FB Posts / Month

8

Tweets / month

16

1

eBook w/ LP / Month


4

Blog Posts / Month

FB Posts / month

8

Tweets / month

16

1

Ebook w/ LP / Month

Transformation and Personalization Not Automation.!

1. Align Marketing with Buyer Behavior!2. Attract Prospects with Your Content Engine!

Your List Expires at ~25% / Year.

Year 1! Year 2! Year 3!













50K! 21K!

Attention Expires, Too.!


1. Align Marketing with Buyer Behavior!2. Attract Prospects with Your Content Engine!3. Avoid Death by Marketing Automation!

Traditional Marketing Automation.!CONTEXT! MEDIUM!

Personalization, Not Automation.!CONTEXT! MEDIUM!

Marke'ng Mary

Enterprise Erin

Owner Ollie


1. Align Marketing with Buyer Behavior!2. Attract Prospects with Your Content Engine!3. Avoid Death by Marketing Automation!4. Convert Sales Through Personalization!

Most Companies Align by Function.!

MARKETING! SALES!Generate inbound leads! Convert leads!

Ø  Campaigns focused on Mary and Erin!

Ø  Weekly Marketing status meetings!

Ø  Targeting company-wide lead goals!

Ø  Persona-specific sales processes!

Ø  Weekly sales status meetings!

Ø  Targeting person-specific revenue goals!

Deliver Leads! Deliver Customers!

SERVICES!Make customers successful!Ø  Product-specific services

process!Ø  Weekly services status

meetings!Ø  Targeting product-

specific customer success goals!

HubSpot Aligns by Buyer Persona.!

Owner Ollie Team!(1-100

employees)!

Marketing Mary Team!(100-2,000 employees)

Enterprise Erin Team!(2,000+ employees)

Group Sales & On-Boarding! 1-to-1 Sales & On-Boarding! Multi-Level Sales & On Boarding!Ollie

Marketing!

Ollie Sales!

Ollie Services!

Mary Marketing!

Mary Sales!

Mary Services!

Erin!Marketing!

Erin Sales!

Erin Services!


1. Align Marketing with Buyer Behavior!2. Attract Prospects with Your Content Engine!3. Avoid Death by Marketing Automation!4. Convert Sales through Personalization!5. Align Sales and Marketing !

The Marketing SLA. !

Lead Type! Lead Value!

Webinar! $.07!

eBook! $.05!

Free Trial! $.45!

Demo Request! $.95!


Webinar! $.35!

eBook! $.45!

Free Trial! $2.10!

Demo Request! $2.75!


Webinar! $.85!

eBook! $1.00!

Free Trial! $4.25!

Demo Request! $6.10!

Owner Ollie Leads!(1-100 Employees)!

Marketing Mary Leads!(100-2,000 Employees)!

Enterprise Erin Leads!(2,000+ Employees)!

•  Data has been altered from ! actual HubSpot data for the! purposes of this presentation!

The Sales SLA.!

Attempt #!

LTV

/ CO

CA!

•  Data has been altered from actual HubSpot data for the purposes of this presentation!

Daily Accountability for Marketing & Sales.

* Data has been altered from actual HubSpot data for the purposes of this presentation!

LinkedIn Confidential ©2013 All Rights Reserved

Making Social Selling Real & How LinkedIn is Using LinkedIn

Ralf VonSosen Head of Marketing, LinkedIn Sales Solutions #rvonsosen

This is happening… …even at LinkedIn

Don’t be that guy…

37


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So, you can… …do Social Smarketing

Marketing & sales working together, complementing each other’s efforts, to listen to & engage with prospects using social media & networks to generate leads & execute sales.

Social Smarketing

Social Marketing Social Selling

Social Selling @ LinkedIn Getting Sales Pro Adoption

Social Selling @ LinkedIn

§ Creating compelling profiles

§ Harnessing the power of relationships

§ Acting as micro-marketers

LinkedIn Confidential ©2013 All Rights Reserved

Creating Compelling Profiles (Dan Swift example)

LinkedIn Confidential ©2013 All Rights Reserved 52


1.  ‘Professional tagline’




2.  Professional, high resolution, large photo





3.  ‘Summary’ that showcases professional brand and includes contact information and a call to action






4.  3 URLs to promote LinkedIn, Sales Navigator, Twitter handle, contact information, etc.







5.  2 content uploads in SlideShare linked to profile sharing insight, best practice, product insights







5.  2 content uploads in SlideShare linked to profile sharing insight, best practice, product insights

6.  Past positions in your profile has a brief paragraph(s) about how you help(ed) customers achieve their goals



Harnessing the Power of Relationships

Example: Sales Navigator would help John find more warm introductions at Hasbro

LSS 60 ©2013 LinkedIn Corporation. All Rights Reserved.

John’s…



John’s…

1 1st degree connections at Hasbro:



John’s…

1

+3

1st degree connections at Hasbro:

2nd degree connections at Hasbro through John’s connections:



John’s…

1

+3

+10

1st degree connections at Hasbro:

Teamlink 2nd degree connections at Hasbro through current colleagues:

2nd degree connections at Hasbro through John’s connections:

Acting as micro-marketers

§  Participate in groups

§  Provide updates

§  Publish content

§  Marketing helps provide information




Smarketing @ LinkedIn Aligning Marketing & Sales

Crystal Ball – Events Based Marketing

68

•  Implicit •  Job changes •  Usage analysis

•  Explicit •  Downloads •  Registrations

•  Integrate with CRM

Trigger sales pro’s outreach and campaigns based upon prospect & customer activities.

Social Selling Index

69

•  Visibility into a company’s social selling activities

•  Identify opportunities for improvement

•  Benchmark companies against peers and competitors

Ranks and tracks company utilization of LinkedIn as a social selling tool.

Social Proximity Index

70

Assigns new leads and opportunities to sales professionals based upon their relationships.

Personalizing the Buyer Journey Ken Krogue – President & Founder

Copyright © InsideSales.com Inc. All Rights Reserved © InsideSales.com Inc.

Forbes: forbes.com/sites/kenkrogue Blog: kenkrogue.com

Ken Krogue President & Founder

Forbes Contributor & #1 Blog

#1 ranked Blog in the world on the topic of ‘Inside Sales’ and ‘Lead Response Management’ Please join the conversation!


Forbes.com


2.00 2.25 2.50 2.75 3.00 3.25 3.50 3.75

2008 2009 2010 2011 2012

Millions

Source: 2009 infoUSA/MIT Study

Inside Sales Growth

2.7M 2.8M 2.9M 3.4M

0

2

4

6

8

10

12

14

2011 2012 2013 2020

Mill

ions


2.00 2.25 2.50 2.75 3.00 3.25 3.50 3.75

2008 2009 2010 2011 2012

Millions

Source: 2009 infoUSA/MIT Study

15x

Inside Sales Growth

2.7M 2.8M 2.9M 3.4M

0

2

4

6

8

10

12

14

2011 2012 2013 2020

Mill

ions

300%

Copyright © InsideSales.com Inc. All Rights Reserved

Changing of the guard

Inside Sales vs. Outside Sales


46.5% 41.5% 35.3%

20.2% 13.6%

25.2%

0%

20%

40%

60%

80%

100%

Making Contact with

Leads

Accessing Decision Maker in Company

Knowing who to Contact and

When

Inaccurate Lead

Information

Lack of Product

Knowledge

Other

Top Sales Rep Obstacles


Top Personalization Obstacles


Lead Researcher


Warning


Anticipate Need


Dynamic Websites…


Remarketing Ads


Alignment

Mat Greenfield

Josh James


Follow the Reese’s Pieces

Lead them …


Follow the Pixies

Lead them


May I help you?


Circle of Influence


Benefit Pyramid

Preservation


Benefit Pyramid

Pain Avoidance

Preservation


Benefit Pyramid

Pleasure

Pain Avoidance

Preservation


Benefit Pyramid

Prestige

Pleasure

Pain Avoidance

Preservation


Benefit Pyramid

Profits

Prestige

Pleasure

Pain Avoidance

Preservation


1.  Salesforce.com User 2.  30+ Seats 3.  Culture of Productivity 4.  High Tech 5.  Sales Mgr or above 6.  VC Backed 7.  Quota/Effort 8.  Inbound

9.  Pain 10. No CTI 11. Min. Custom Objects 12. Regulated

The InsideSales.com Sweet Spot

12 Primary Qualifiers


Score


Forecasting


Sales Rep vs Buyer (50/50)


Persogenics


Persogenics - All Employees

0

50

100

0 50 100

Ass

ertiv

enes

s

Responsiveness

Ken Krogue


Persogenics - Sales

0

50

100

0 50 100

Ass

ertiv

enes

s

Responsiveness

Sales


B = Budget A = Authority N = Need T = Timing OLD…

Qualification Models

A = Authority N = Need U = Urgency M = Money NEW…

R = Rarely A = Any N = Need D = Decision U = Urgency M = Money COMMON…


CLOSER Model

Campaign C L O S E R

Effort Skill Offers Lists / Leads


CLOSER Model

Campaign C L O S E R Results / Reporting

Effort Skill Offers Lists / Leads


you

them

boss CEO

acquaintance peer

common experience

celebrity

industry peer

industry expert

friends family

C = Campaign Strategy

Common Experience

Earned Right

The Trust LadderTM


you

them

industry peer

family


The Trust LadderTM

Common Experience

Earned Right


you

them

boss CEO

acquaintance peer

common experience

celebrity

industry peer

industry expert

friends family


The Trust LadderTM

Common Experience

Earned Right


you

them

boss CEO

acquaintance peer

common experience

celebrity

industry peer

industry expert

friends family


The Trust LadderTM


you

them

boss CEO

acquaintance peer

common experience

celebrity

industry peer

industry expert

friends family


The Trust LadderTM


you

them

boss CEO

acquaintance peer

common experience

celebrity

industry peer

industry expert

friends family


The Trust LadderTM


you

them

boss CEO

acquaintance peer

common experience

celebrity

industry peer

industry expert

friends family


The Trust LadderTM


you

them

boss CEO

acquaintance peer

common experience

celebrity

industry peer

industry expert

friends family


The Trust LadderTM


you

them

boss CEO

acquaintance peer

common experience

celebrity

industry peer

industry expert

friends family


common experience

The Trust LadderTM


you

them

boss CEO

acquaintance peer

common experience

celebrity

industry peer

industry expert

friends family


earned right

The Trust LadderTM


you

them

boss CEO

acquaintance peer

common experience

celebrity

industry peer

industry expert

friends family


earned right

The Trust LadderTM


you

them

boss CEO

acquaintance peer

common experience

celebrity

industry peer

industry expert

friends family


earned right

The Trust LadderTM


you

them

boss CEO

acquaintance peer

common experience

celebrity

industry peer

industry expert

friends family


earned right

The Trust LadderTM


you

them

boss CEO

acquaintance peer

common experience

celebrity

industry peer

industry expert

friends family


earned right

The Trust LadderTM


L = Test Lists

0 11

2.5 6.5

Appointments

per day per day


TYPES

O = Offer Personalization


TYPES INTEREST NEED



TYPES TIRE KICKER BUYING SIGNAL

INTEREST NEED




INTEREST NEED

research studies




INTEREST NEED

research studies white papers




INTEREST NEED

research studies white papers webinars




INTEREST NEED

research studies white papers webinars seminars




INTEREST NEED

research studies white papers webinars seminars e-books




INTEREST NEED

research studies white papers webinars seminars e-books books




INTEREST NEED


toll free




INTEREST NEED


toll free pricing




INTEREST NEED


toll free pricing proposal




INTEREST NEED


toll free pricing proposal free trial




INTEREST NEED


toll free pricing proposal free trial demo




INTEREST NEED


toll free pricing proposal free trial demo product slicks




INTEREST NEED






INTEREST NEED



buying signal




INTEREST NEED



buying signal

tire kicker



Inbound Marketing


Reverse IP Lookup


Trigger Points & Sales Intelligence


•  Who to call •  When to call •  When to remind •  How often to call •  How to contact

Predictive Analytics

Prospect Personalization


Personalized Sales Rep


Michelle


The Game of Work

THANK YOU!

Q+A

Business

Personalize Your Buyer's Experience Using Sales and Marketing