Strike It Rich With LinkedIn - Intergage Seminar October 2019

Strike It Rich With
Your LinkedIn Pitch

09:15 – 10:00 One-To-One Marketing with Mike Finn
10:00 – 10:20 The Power of LinkedIn with Roan Fair
10:20 – 10:50 Half Time
10:50 – 11:10 LinkedIn for Business Leaders with Paul Tansey
11:10 – 11:30 LinkedIn for Sales Leaders with Paul Moss
11:30 – 11:50 LinkedIn for Marketing Leaders with Mike Finn
11:50 – 12:20 Avoid The Red Card with Neil Andrews
12:20 – 12:40 Summary and Q&A
12:40 – Champions’ Walk

One-To-One
Marketing
Mike Finn

Agenda
•What is Account-based Marketing?
•Tactics to launch a campaign

Traditional Funnel ABM Funnel
What Is ABM?
Account-based marketing
(ABM) is a highly focused
business strategy in which a
marketing team treats an
individual account like its
very own market.
The marketing team can
create content, events, and
entire campaigns dedicated
to the people associated
with that account, rather
than the industry as a whole.

Ideal For B2B
• Multiple stakeholders
involved in purchase
• Long lead time
• Difficult implementation
• Obvious competitors
• Embedded incumbent

Benefits of ABM
• Personalised to your target
• Easier to determine ROI
• Focused marketing effort
• Shorter sales cycles
• Improves existing client
relationships
• Aligns sales and marketing

Tactics To Launch A Campaign
“We cannot solve our problems with
the same thinking we used when
we created them.”
Albert Einstein

1) Identify Your Targets
• Companies not people!
• Firmographics
• Strategic factors
• Sales and Marketing Collaboration
• Qualitative
• Sphere of Influence
• Social proximity of the
business and the team
• Not just share of wallet

2) Research Your Accounts
• Develop an organisational
persona
• Company structure
• Key players
• Decision-making units
• Influencers
• Using LinkedIn
Remember, this is not about
individual personas at this
stage.

3) Develop Story Boards
• Sphere of influence
• Stack ranking against competition
• Marketing intelligence and trends
• What does success look like?
• Role/function career guidance

Sphere of Influence
• Reveal yourself
• Demonstrate social proximity
• What do you share?
• Removes apprehension
• Not an unsolicited engagement

Stack Ranking
• Bring empirical evidence to
• Show strengths
• Weaknesses
• Opportunities
• Threats Most businesses operate
in a bubble and have no
idea how they benchmark
against their competitors.

Intelligence and Trends
• Become a trusted adviser
• Advanced level business acumen
• Predict trends
• Comment on the market
• Provide industry secrets
Over time you become
their go-to resource for
information.

Show What Success Looks Like
• How would it look like for them if
they did business with you?
• Case studies of businesses just like
them
• Testimonials from decision-makers
just like them
Over time you become
their go-to resource for
information.

Guidance For The Individual
• About people
• Focus on the buyer
• What can you do for them
• Strengthen personal relationships

4) Develop The Persona
Persona
• Wants
• Needs
• Goals
• Pain Points
• Triggers

5) Develop A Value Proposition Map

6) Create Your Content
The ‘Spinning Plate Theory’
• Not all decision makers are on the same page
• They do not all have the same knowledge or
competency
• They do not all have the same time
• Not all of them have the same influencer
The job of the content is to get them
all spinning at the same speed
For more on this
subject read ‘The
Challenger
Customer’ Book

6) Choose Your Channels
Where Do They Hang Out?
• It's important to choose the right channels to deliver it, based
on what's most effective for a given organisation or role
• Develop ‘paid for’ campaigns to surround them with content
• Not repetitive

7) Measure
How do we measure results?
Ask the right questions when you're measuring the results of an ABM
campaign. According to our aforementioned team of experts, these might
include:
• Are we growing our list of known individuals within the target account?
• Have there been any changes to the way these accounts are
engaging with our brand and its content?
• How much revenue have we generated from these target accounts?

All Too Complex?
“There are no traffic jams along the
extra mile.”
Roger Staubach

The Power Of
LinkedIn
Roan Fair

Welcome And Introduction
ROAN FAIR, DIGITAL MARKETING MANAGER
• www.linkedin.com/in/roanfair

LinkedIn Users
• It’s the ‘work’ social network
• 645 million users (Aug 2019)
• In 200+ countries
• 27m of UK’s 32m workers
• Not on LinkedIn? Weird!

LinkedIn Users
Source: LinkedIn

Strategy, Strategy, Strategy!
• Why are you doing this?
• What do you want to achieve?
• How will LinkedIn fit into your
strategy?
• How will you measure success?

4 Ways To Grow A Business
• Cold calling
• Advertising
• PR
• Word of
mouth/referrals

Use LinkedIn For…
Lead generation
Closing Deals
SEO
Recruitment
Shortening Sales
Cycles
Relationship
Management
Communication
Marketing
Job Searching

Communications
Talk to your
connections!

Messaging
• Messaging Big 4. WhatsApp, FB Messenger, WeChat,
Viber -- 4.1 billion users
vs
• Social Big 4. Facebook, Twitter, Instagram, LinkedIn – 3.4
billion users
• 2018 messages sent: 72 trillion
• 2018 searches on Google 1.6 trillion
• 68% of consumers prefer messaging to communicate
with businesses (AdWeek 03Jan19)

InMails: Sponsored InMails
• Send highly targeted messages to the people that matter most to
your business – right to their LinkedIn inboxes.
• A Sponsored InMail gets delivered only when members are
active on LinkedIn.
• Boost conversion with targeted product and service promotions,
thought leadership content, and personalised invitations to
events and conferences.

Profile Views – Frustrating!

Groups
• Standard (request to join)
• Unlisted (by invitation
only, don’t appear on
search) Groups
• All groups are now
private so conversations
are no longer public
BENEFIT: Groups expand your network reach!

Groups: LinkedIn Tactical Plan
• Objective: Thought Leadership
• Method: Avoid self-promotion
• Ask/answer questions
• Spark conversations
• Join groups/create a group
• Monitor submissions daily
• Thank other contributors (like/comment)
• Promote the group on social media

Company Pages
• Your ‘website’ in the LinkedIn ecosystem
• Share content
• Employees reshare – ripple effect

Company Pages: LI Tactical Plan
• Objectives: Brand awareness
• Lead generation
• Thought leadership
• Event registration
• Method: Share company news, blog posts
• Curate and share industry news and research
• Share case studies
• “Post x3-4/day” (NO!!!)
• Engage with followers via post comments
• Change header “every six months” (or more often!)

Sales Tactics!
• Find target companies in LinkedIn Search
• Drill down into list of connections/prospects
• See what they’re sharing – engage, share their updates
• Invite them to connect with you
• Beware the crass pitch! (New ‘best friend’)
• Engage/share their stuff some more
• Curate and share useful info with them
• Talk to them, forge a relationship

LinkedIn for Mobile
• 63 million LinkedIn
users access the
platform ONLY on their
mobile!
• That’s 9.76% of LinkedIn
users
• And it’s growing every
month…

Your Six-Point Plan
1. Identify target companies
2. Identify key people in those companies
3. Connect with them
4. Share helpful content with them – be unselfish
5. Be patient, be a thought leader
6. Think ‘long term’, build trust

Your Company’s Six-Point Plan
1. Set goals – what do you want to achieve?
2. Get buy-in across the company
3. Appoint ‘LinkedIn leaders’ to co-ordinate efforts
4. Leaders share content on the Company Page
5. Leaders email all staff to share, comment, like updates on
their LinkedIn Personal Profiles
6. Leaders measure results on LinkedIn and in Google Analytics

Thank You!
Roan Fair, Digital Marketing Manager
www.linkedin.com/in/roanfair

LinkedIn For
Business Leaders
Paul Tansey
Managing Director
Intergage

'The quality of your
life is the quality of your
relationships.’ Anthony Robbins
Why Use
LinkedIn?

• Leadership benefits of LinkedIn
• Leading your business on LinkedIn
• How Intergage uses LinkedIn
• Why I use a Premium account
• What to measure and monitor and
how to do it
• Great examples of LinkedIn use
• Top Tips
Agenda

• Brand ambassador
• Listener
• Thought Leader
• Networker
• Super salesperson
• Recruiter
The Business Leader
Online

• Conversations (InMail / Messenger /
Groups)
• PR (regular posts)
• Referrals and introductions (Sharing
profiles)
• Publish our thoughts (LinkedIn Articles)
• Pre and post networking events
• Prospecting (InMail)
• Maintaining a talent pipeline (InMail and
Messenger)
How LinkedIn Helps…

LinkedIn
Teammates
A useful new feature for leaders…
• Work anniversaries
• Birthdays
• Posts and shares
• Comments

Keeping It Consistent
• Let your company culture shine through
• LinkedIn is a team game
• Vision, Mission and Values
• Brand Values
• Tone of Voice

• Why do we use LinkedIn?
• What do we want to achieve?
• How does LinkedIn fit into our
strategy?
• How will we measure success?
Leading Your Business
On LinkedIn

Why Does Intergage
Use LinkedIn?
• Win new business friends
• Turn our business friends into
customers
• Engage with useful content
• Attend events
• Request more information
• Enter a sales discussion
• Maintain those relationships
• Recruit new Intergagers

What do we want
to achieve?
We want to grow our business by:
• Inviting new friends from Planet
LinkedIn to Planet Intergage
• Form a queue of talented people who
want to work for our business

How Do We Do
That?
• Advertise to people we don’t yet know
(usually by promoting useful content)
• Link with people we meet at events
• Share useful content with our new
business friends
• Promote useful and educational events

What Do We Measure?
As a result of our LinkedIn activity, how many
people:
• engage with our ads (MF)
• engage with our posts
• follow Intergage
• visit our website www.Intergage.co.uk
• download useful content we promote
• are added to our CRM / MA system
• attend our events

Company Page Analytics
• Visitors (job functions)
• Updates (clicks, shares
etc)
• Followers (Geography,
Industry, Job Function,
Company Size etc...)

My LinkedIn (Premium
Business) Account
£49.99
/ Month

InMail
• 15 InMails per month
• Unused InMails expire after 90
days
• Message anybody – regardless
of connection
• Engage potential Intergagers
• Start conversations with
potential customers

Who Viewed Your Profile?
• Premium gives me all of the
information
• An open goal for networking
and introductions
• A gift for talent pipeline building

Business Insights
• How fast is this company
growing?
• How is the company made
up?
• Recent new hires?
• Show me their ads*

Job Insights
• How much do people pay for
this role locally?
• What is the range?
• How does that vary by
region?

Unlimited People Browsing
• 1st and 2nd degree
contacts
• Ideal for finding potential
referrals
• Ideal for finding new
Intergagers

LinkedIn Learning
• Choose subjects
• Set learning goals
• Enjoy quality online training

Local LinkedIn Stars
• Controversial
• Challenging
• Often funny
• Brave

• A content machine
• Amusing
• Educational
• A great sharer

• Passionate
• Social media tips
• Organises events
• Rallies his tribe

Why I Love LinkedIn
• It enables me to make things happen
• Networking and connecting people
• Marketing and PR
• Sales
• CSR

Leadership Top Tips
• Show up and be visible
• Be clear about your why, what and how
• Share content weekly at a minimum (only
0.5% of users do)
• Become an admin for your company page
• Set targets / goals and monitor them
• Help others
• Review books your audience will love

Thank You
Paul Tansey
Managing Director
Intergage

LinkedIn for
Sales Leaders
Paul Moss

I’m going to talk about….
How the sales landscape has changed
How salespeople can use technology to
re-balance the buyer-seller relationship

I’ve been selling professionally for more than 30 years
• I’m really proud of what I do
• I’ve led sales, business development and channel
marketing for start-ups, scale-ups and multinational
corporates
• I’ve delivered more than US$500M in new sales during
my career
• My profession has changed more than ever over the past
10 years
• But...some things never change

Trust
NetworksRelationship
Reputation
• Demonstrating credibility
• Third-party testimonials
• Customer references
• Is earned
• Delivers value
• Challenges and innovates
• Referrals and introductions
• Trust via association
Trust Is At The Core

Pre-internet salespeople
• Were empowered by
having information
• Made cold calls in
person
• Made cold calls by
telephone
• Wrote letters
• Followed up mail-shots
• Went to trade shows
Pre-internet buyers
• Were largely autonomous in decision
making
• Were inundated by direct mail
• Went to a trade show or..
• Had to speak to sales people to:
• Get product information
• Talk pricing
• Negotiate pricing
• Talk to existing customers
• Engage with the CEO

Today’s Paradigm
• Informed
• Empowered
• Cynical of
Salespeople
• Distrust
marketing
• Wants
authenticity
• Frustrated
• Nervous
• Desperate
• New career?
Buyer
Salesperson
Sales has always been a
tough job and it doesn’t seem
to be getting any easier
However…………..

…..technology can be your friend
1
Technology gives sales professionals a competitive edge. Almost
three quarters of sales professionals (73%) use sales technology to close
more deals. Top sales performers see networking platforms as "very
important" to help close deals at a 51% higher rate than their peers.

Decision makers expect understanding and human connection. Virtually
all decision makers (96%) say they're more likely to consider a brand's
products or services if sales professionals have a clear understanding of their
business needs.
2

3
Marketing and sales orchestration helps close deals, but data
silos remain. The top sales professionals are working more closely
with marketing and seeing better results, but `there's room for
improvement. Only 20% of sales professionals report a significant
overlap in the data used by marketing and sales to target leads.

14
Millennial sales professionals tap into marketing insights at higher
rates. Millennials (ages 21-38) are quicker to implement new strategies
like marketing and sales orchestration, which is contributing to their
success as the highest-performing age group.

15
Without trust, fewer deals close. Sales professionals rank trust as the
NO. 1 factor in closing deals ROI and price—and 51 % of decision
makers rank trust as the top factor they desire in a salesperson.

UNDERSTAND
Needs
Wants
Fears
IDENTIFY
Location
Industry
Company
Role and Tenure
QUALIFY &
BUILD KNOWLEDGE
Needs
Wants
Fears
ENGAGE
Your Ideal Client
Ideal Customer
Profile and
Buyer Personas
Research,
Qualify in/out,
refine sales
messaging and
approach
Connect,
provide value,
build
relationship,
further qualify,
sell
Track what works and doesn’t work, adapt

Sales Navigator Homepage
News about your target accounts
Who has viewed your
profile
(that matches your sales
preferences)
Recommended leads
based on your sales
preferences
Recommended leads
based on your sales
preferences
Who’s viewed
your profile
(overall, past 90 days)
Sales Navigator level
(and coaching)

M1 Connection Request
M2 Group, Whitepaper, Video
M3 3rd Party Content – News, Blog post, Article
M4 Landing Page or PointDrive – Authority Content
M5 3rd Party Content – Research Study, TED Talk, App
M6 meeting, Sign-Up, Phone Call
Connect
Invite or Share Content
Share Content
Share Value Magnet + Question
Share Insightful Content
CTA
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6Prospecting

Seven Deadly Sins And The LinkedIn
Naughty Step
Time
Waste
Fake
News
Trigger
Happy
Poor
ROI
Cost
Spam
Noise
“And the biggest sin
of all? Campaign
automation. Just
NO, NO, NO!”
Third Party tools that automate LinkedIn connections can get you
and your company BANNED from the platform, maybe FOR LIFE!

LinkedIn For
Marketing
Leaders
Mike Finn

Agenda
•Advertising on LinkedIn
•Sponsored Content
•Sponsored InMail
•Text Ads
•Optimise Performance

Advertising On LinkedIn
• Different types of advert
• Content options
• Targeting options

Sponsored Content
Sponsored Content allows you
to run native ads in the news
feed.
Publish relevant content and
reach a targeted audience of
professionals beyond just your
LinkedIn Page followers.

Direct Sponsored Content
Direct Sponsored Content
A feature which allows you to
share content directly in the
feed, giving you the ability to
personalise and test content
without having to originate
posts on your LinkedIn Page.
Make your content more
relevant by sending
personalised messages to
specific audiences.

Objectives of Sponsored Content
Brand Awareness Thought Leadership
Lead Generation
Shape perception among
your target audience to
increase awareness of your
brand, products and services.
Build relationships with the
world’s professionals by
creating value and
establishing trust that sparks
ongoing conversations and
deeper customer
relationships.
Generate quality leads by sharing insights that professionals
seek. Watch that content spread via the peer sharing that
occurs naturally on LinkedIn. You’ll also want to make sure
you’re sharing links to gated content or a landing page with a
lead form.
Keep the text
accompanying
your Sponsored
Content under
150 characters.

Types of Sponsored Content
Single Image Ads
Video Ads
Carousel Ads
OVERVIEW OF WHAT TO
SHARE
• Links to your latest and
greatest whitepapers
• eBooks
• Case studies
• Industry articles
• Helpful ‘how to’ content
• Bright visuals

Video Ads in Sponsored Content
With video ads you can
• Build brand awareness
• Share customer success
• Position yourself with
thought leadership
• Drive qualified traffic to your
own property
• Collect high-quality leads
with a persistent CTA
Video is 5x more likely than
other types of content to start
a conversation among LinkedIn
members.

Carousel Ads in Sponsored Content
With video ads you can
• Tell a complete brand story
• Raise brand awareness
• A swipeable series in a
single ad to tell a deeper
story
• Use eye-catching visuals
• Test the number of cards
• Test the order of cards
• Test the descriptions on the
cards
• Break down metrics by
individual cards and
optimise accordingly

Sponsored InMail
What Is Sponsored InMail?
• Send personalised messages to
the people who matter most to
your business
• Target audiences with relevant
content delivered through
LinkedIn messenger
• Only delivered when members
are active on LinkedIn.
• Strict delivery frequency caps
ensure your message gets
noticed.

Sponsored InMail
What To Share?
• Webinar and industry event
invitations
• eBook launches
• Product one-sheeters
• Program demos and
certification enrolment
• Infographics
• Blog subscription campaigns
Customers who use multiple
LinkedIn ad formats see
improved performance.

Text Ads
What Are Text Ads?
LinkedIn Text Ads are intuitive,
self-service ad formats that
enable you to easily create,
manage and optimise
customised campaigns in a
matter of minutes. With text ads,
you can target a premium
professional audience on a
budget that works for you.
Pay per click or pay per
impression.
What To Share?
• eBook launches
• Product one-sheeters
• Webinar and industry event
invitations
• Program demos and
certification enrolment
• Infographics
• Blog subscription campaign

Optimising Your Performance
Five Tools To Help
• Lead Gen forms
• Matched Audiences
• Website Demographics
• Ad Targeting
• Conversion Tracking

Lead Gen Forms
How It Works
Collect leads from your ads on LinkedIn with seamless
pre-filled forms.
Available for: LinkedIn Sponsored Content and Sponsored
InMail.
• Add a call-to-action to your Sponsored Content or
InMail
• Instantly collect complete and accurate leads
• Automatically connect members with your offers and
content
• Measure the impact of your lead gen campaigns
• Access your leads in Campaign Manager or your
preferred third-party tools

Matched Audiences
How It Works
Engage key accounts, prospects and
audiences that matter most to your
business with three capabilities: Website
Retargeting, Account Targeting and Contact
Targeting.
Available for all LinkedIn Advertising
Products.

Matched Audiences
Website Retargeting
Re-engage your website visitors using the
LinkedIn Insight Tag. Website retargeting
lets you market to LinkedIn members who
have visited your website.
Account Targeting
Market to influencers and decision makers
at your target accounts. Account targeting
helps you reach decision-makers within
your target accounts.
Contact Targeting
Contact targeting allow you to securely
upload or integrate your contact lists
directly from Marketo, Oracle Eloqua,
or Acxiom/LiveRamp.
Build a customised audience by
uploading your email address lists or
connecting your contact management
platform.

Website Demographics
A free reporting tool that lets you discover the
professional traits of your website visitors.
Filter your website audience by eight
individual professional dimensions:
• Job title
• Industry
• Job seniority
• Job function
• Company
• Company size
• Location
• Country

• Understand your audience better. Gain
valuable audience insights – like job
titles, company names, and industries –
using the most accurate professional
data, only on LinkedIn.
• Create tailored content. Compare
different pages to learn which kinds of
content resonate with different
audiences. Customise content to your
strongest prospects.
• Reach your ideal prospects. Use what
you learn about your website visitors to
target the people who are most likely to
become qualified leads and customers.

Targeting Your Advertising
Below profile-based demographic information available on LinkedIn

Avoid The Red Card
– Social Media &
The Law
Neil Andrews

Neil Andrews
Partner at Coles Miller Solicitors LLP
Employment and Business Disputes adviser
Over 26 years’ experience in advising
business and acting for some of the area’s
biggest businesses

LinkedIn and Post Termination Restrictive Covenants

LinkedIn and Communications Abuse

Action Points
• Contracts of Employment Review and Update
• Social Media Policy

12th November 8:30 – 12:00 | Intergage HQ

#StrikeItRich2019
• Use the hashtag
• Say something nice about today
• Winner announced 8th October

Strike It Rich With LinkedIn - Intergage Seminar October 2019

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