Personalize Your Buyer's Experience Using Sales and Marketing

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

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!

Mark Roberge!
SVP of Sales and Services, HubSpot!
@markroberge !

The Marketing Playbook is
BROKEN.!

..The Marketing Playbook is
BROKEN.!

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

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.!
2. Attract Prospects with Your Content Engine!

Your List Expires at ~25% / Year.

Year 1! Year 2! Year 3!

Your List Expires at ~25% / Year.

Year 1! Year 2! Year 3!
50K! 21K!

Not Automation.!
3. Avoid Death by Marketing Automation!

Traditional Marketing Automation.!
CONTEXT! MEDIUM!

Personalization, Not Automation.!
CONTEXT! MEDIUM!
Marke'ng

Mary

Enterprise

Erin

Owner

Ollie

Not 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!

Not 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/COCA!
•  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

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.

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

information, etc.
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
2nd degree
connections at Hasbro
through John’s connections:

John’s…
1
+3
+10
1st degree
Teamlink 2nd degree
through current colleagues:
2nd degree
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
Millions

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
Millions
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
Assertiveness
Responsiveness
Ken Krogue

Persogenics - Sales
0
50
100
0 50 100
Assertiveness
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
CampaignC
L
O
S
E
R
Effort
Skill
Offers
Lists / Leads

CLOSER Model
CampaignC
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
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

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

TYPES
INTEREST NEED
research studies

TYPES
INTEREST NEED
research studies
white papers

TYPES
INTEREST NEED
research studies
white papers
webinars

TYPES
INTEREST NEED
research studies
white papers
webinars
seminars

TYPES
INTEREST NEED
research studies
white papers
webinars
seminars
e-books

TYPES
INTEREST NEED
research studies
white papers
webinars
seminars
e-books
books

TYPES
INTEREST NEED
research studies
white papers
webinars
seminars
e-books
books
toll free

TYPES
INTEREST NEED
research studies
white papers
webinars
seminars
e-books
books
toll free
pricing

TYPES
INTEREST NEED
research studies
white papers
webinars
seminars
e-books
books
toll free
pricing
proposal

TYPES
INTEREST NEED
research studies
white papers
webinars
seminars
e-books
books
toll free
pricing
proposal
free trial

TYPES
INTEREST NEED
research studies
white papers
webinars
seminars
e-books
books
toll free
pricing
proposal
free trial
demo

TYPES
INTEREST NEED
research studies
white papers
webinars
seminars
e-books
books
toll free
pricing
proposal
free trial
demo
product slicks

TYPES
INTEREST NEED
research studies
white papers
webinars
seminars
e-books
books
toll free
pricing
proposal
free trial
demo
product slicks
buying
signal

TYPES
INTEREST NEED
research studies
white papers
webinars
seminars
e-books
books
toll free
pricing
proposal
free trial
demo
product slicks
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

Personalize Your Buyer's Experience Using Sales and Marketing

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