11. The quality & accessibility of quality
content is exploding
@frfrdufour
12. The buyer’s journey is 70% complete by
the time a sales person is contacted *
Discovery
Consideration Preference
Transaction
70%
* Source: Sirius Decisions
@frfrdufour
20. Persona:
character representing a group’s
needs & behaviors
Put a human face on your target
Get your team on the same page
Inform content & comms plans
@frfrdufour
21. Profile your best customer / candidate
your sweet spot
Segment
Segment
1
4
Segment
Segment
3
2
@frfrdufour
22. “I share industry best
practices to drive real
impact for my customers.”
Stacey
Sales Manager
23. Stacey Uchida
Drivers
Vice President, Sales
Current
Goal:
Build her skillset. Help customers succeed
North Widgets
Education
Michigan State University
Motivators:
Become youngest ever VP of Sales at LinkedIn
Fears:
How she researches a new role:
Miss quarterly quota
Not meet her customers’ expectations
Content type:
Case studies,
Analyst briefings
In-person demo
Content format:
In person conferences
Blog posts & Videos
Influencers of her career decisions:
Former managers
Peers
Industry Analysts
Where she hangs out:
LinkedIn (Influencers & groups)
Facebook
Social Selling Conferences
Sales Insider
24. We focus at account level and consider
“how big?” & “how likely?”
High
Size of Prize
How Big?
Low
High
Temperature
How Likely?
@mikedfresh
25. We focus at account level and consider
“how big?” & “how likely?”
High
Marketing
Sales
Nurture
“Red Carpet”
Size of Prize
How Big?
Build
Awareness
Tele-Sales
Low
High
Temperature
How Likely?
@mikedfresh
26. We also leverage the social graph on LinkedIn to assign the
socially connected rep to every single account
@mikedfresh
27. Recap: 3 steps for Persona-based Marketing
1
Segment your
target & aim
precisely
3
2
Allocate your resources
by potential & Interest
Interview your very
“best customers” to
develop their ID card
@mikedfresh
33. 3 golden rules of Content Marketing
Authentic
Relevant
Timely
Worth Sharing
@frfrdufour
34. Create content nurturing your full candidate journey
Discovery
What does this company do
that is unique?
Consideration
Preference
Videos
Blog
Exec interviews
@frfrdufour
35. Create content nurturing your full candidate journey
Discovery
Consideration
Why should I be
interested? What
opportunity for me?
Preference
Job description
Product demos
@frfrdufour
36. Create content nurturing your full candidate journey
Discovery
Consideration
Employee reviews
Manager’s profile
Customer testimonials
Preference
Why is it right
for my career?
@frfrdufour
39. Content Marketing is critical for Sales Reps too
Drivers of sales reps out performance
1
Uses Social Media as Critical Channel
2
Leads with Insight
@mikedfresh
44. Instrument your funnel for effective nurturing
Discovery
Consideration
30%
10 days
15 days
Preference
10%
5 days
@frfrdufour
45. Instrument to measure and execute
Understand your
performance &
forecast better
Align various teams
Prioritize & classify
your prospects
@frfrdufour
46. What signals to use to tailor your content?
Discovery
Consideration
Preference
Started following
your company
@frfrdufour
47. What signals to use to tailor your content?
Discovery
Consideration
Preference
Replied to
InMail
@frfrdufour
48. What signals to use to tailor your content?
Discovery
Consideration
Preference
Applied for a job
@frfrdufour
60. In Sales and Marketing
High
Nurture
“Red Carpet”
Size of Prize
How Big?
Build
Awareness
Tele-Sales
Low
High
Temperature
How Likely?
@LinkedinCareers
63. In Recruiting
High
1:1 Approach
Nurture
Quality
Who has expertise
in skills we need?
Direct outreach via a
“Red Carpet”
recruiter or hiring manager
Contact via a connected LI
employee [Inside opinion]
1:Many Approach
Persona-based targeting
Build
Content strategy
Awareness
Sponsored & follower updates
Tele-Sales
Low
High
Temperature
Which prospects are most likely engage?
@LinkedinCareers
73. Who You Need on Your Team
Peter R
Data and Insights Ninja
Emily B
Skills
SQL, Hadoop, R, Excel, Tableau
Online Marketing and Demand Gen
Skills
Marketing Automation, Email Marketing
Scott A
Content and Social Strategist
Skills
SEO Copywriting, Blogging,
Content Planning
Liz W
Program Manager
Skills
Analysis, Online Marketing, SEM
Key message: Compelling content is what pulls people through their purchase journey.Content is what attracts buyers to your brand or company – content that is relevant to that user and in the right context for them to consume it across their many devices. Effective content plays a role at every point in the buyers’ journey – and can even bring you back into the consideration set if you were not there to start.
Key message: But the consumer behavior shifts create challenges for effective marketing.What this means for you is that your buyers are more informed, savvy and influential than ever before.Not only can they get most of the info they need to make a buying decision from online sources --- they get constant feedback from their networks to inform their decisions.In many cases they are 60% of the way through their purchase process before they connect with a brand or company.And they’re forming perceptions about brands – and eliminating brands from their consideration set – without those brands having an opportunity to share their perspective.
Key message: Compelling content is what pulls people through their purchase journey.Content is what attracts buyers to your brand or company – content that is relevant to that user and in the right context for them to consume it across their many devices. Effective content plays a role at every point in the buyers’ journey – and can even bring you back into the consideration set if you were not there to start.
Key message: Compelling content is what pulls people through their purchase journey.Content is what attracts buyers to your brand or company – content that is relevant to that user and in the right context for them to consume it across their many devices. Effective content plays a role at every point in the buyers’ journey – and can even bring you back into the consideration set if you were not there to start.
Key message: Compelling content is what pulls people through their purchase journey.Content is what attracts buyers to your brand or company – content that is relevant to that user and in the right context for them to consume it across their many devices. Effective content plays a role at every point in the buyers’ journey – and can even bring you back into the consideration set if you were not there to start.
Key message: Compelling content is what pulls people through their purchase journey.Content is what attracts buyers to your brand or company – content that is relevant to that user and in the right context for them to consume it across their many devices. Effective content plays a role at every point in the buyers’ journey – and can even bring you back into the consideration set if you were not there to start.
Example of Advertising vs. Content MarketingOther examples: The Furrow magazine by John DeereRed Bull’s stunning contentRe-workKraft’s food & familyAmerican Express Open Forum: resource for small business. Now generates as many credit card inquiries (without pitching product) as any other mkg initiative from AMEXLinkedIn Talent Blog
Challenger – Value Proposition - A new wayObjective – Improvement in probability of being a high performerOwn lead generationLead with insights rather than productUse social media as a critical channel - the #1 variable between a poor performer and top performer is social media adoption.
Challenger – Value Proposition - A new wayObjective – Improvement in probability of being a high performerOwn lead generationLead with insights rather than productUse social media as a critical channel - the #1 variable between a poor performer and top performer is social media adoption.
Challenger – Value Proposition - A new wayObjective – Improvement in probability of being a high performerOwn lead generationLead with insights rather than productUse social media as a critical channel - the #1 variable between a poor performer and top performer is social media adoption.
Your network increases by 324xThe opportunity is for 324x leverage on the collective relationships across your firm
We looked at LTS accounts that closed after February 1st, 2013We looked at all connections that LTS sales reps had before January 1st, 2013The gap between these dates is intentional; we only want to consider connections that reps had before they actively started prospecting accounts. “Going in warm” means having a teamlink connection to an account and ensuring that the rep who closed the deal was aware of the connection (based on them viewing the profile of the connection)
Key message: But the consumer behavior shifts create challenges for effective marketing.What this means for you is that your buyers are more informed, savvy and influential than ever before.Not only can they get most of the info they need to make a buying decision from online sources --- they get constant feedback from their networks to inform their decisions.In many cases they are 60% of the way through their purchase process before they connect with a brand or company.And they’re forming perceptions about brands – and eliminating brands from their consideration set – without those brands having an opportunity to share their perspective.