how sales & marketing can own the buying experience

THE CONVERGENCE OF SALES & MARKETING #ConnectIn16

How Sales & Marketing Can Own The Buying Experience

Mark Dick, Director ANZ, LinkedIn Sales Solutions

Matt Tindale, Director APACLinkedIn Marketing

Solutions

+ =

BuyersMultiple

Self-servedComplex

NurturingContent led

SocialShared

AlignmentAudience

MotivationsTechnology


+152% +451% +900%Click Through Qualified Leads Contact

Rates

A Recent BuyingExperience


#ConnectIn16THE CONVERGENCE OF SALES & MARKETING

Re: Enterprise Telesales

Steve, let us help you build an enterprise telesales team.

Mark Marketing 3:14 PM (1 hour ago)to me

REPLY


Steve, I didn’t hear back from you. I’d love to share a case study about MegaCorp’s enterprise solution.

Mark Marketing 3:19 PM (1 hour ago)to me

REPLY


“Why SolarSlash uses our products, and why you should too.” I wanted to share another case study on…

Marky Marketingto me


You’ve got some nerve, Steve. You have no idea how much your enterprise business stands to…



Was it something I said? Look, Steve, if I’ve done something wrong here you gotta let me know, before…



What are our customers saying? It’s funny you should ask, because I was just preparing a series of case…

Marky Marketing


You’re making the biggest mistake of your life, Steve. Can’t you see our paths were meant to cross? It’s a…



Can we chat this week? I can only imagine how busy you are, but if you could just give me 10 minutes…



Just 10 minutes of your time! That’s all I need to show you the incredible enterprise-grade power of our…



Is this week better for a chat? I’m available any day of the week, any time. Seriously.



Look, it’s not that I’m mad, Steve. I just can’t understand why you’re throwing away an opportunity to…


Re: Enterprise TelesalesMarky Marketingto me


Steve, I didn’t hear back from you. I’d love to share a case study about MegaCorp’s enterprise solution.

Marky Marketing


I think deep down you’re not running from me, Steve, you’re running from yourself. Just let me…


Sarah SalesCalling…

#ConnectIn16

CallDeclined

#ConnectIn16

Sarah SalesCalling…

#ConnectIn16

(Again)

CallDeclined

#ConnectIn16

Sarah Sales 5:44 PMMissed call





#ConnectIn16

Scorecard

CustomerMarketing Sales

#ConnectIn16

$1 TRILLIONWasted productivity cost

U.S. businesses

every year because ofmisalignment.


Internet ExperienceBuying Experience

Disposable CommodityIrrelevant and Uncoordinated

Precious ResourcePersonalisation and Trust


4X More Likely To Buywhen referred

Customer are


YourTESLA

Is BeingBuilt!

The Tesla Buyer’s Journey

Build the car of your dreams

Get personalised status

Join a community

Enjoy door-to-door service

You’re not compared to your competitor’s experience.

You’re compared to every experience ever.


Automating a bad experience= Alienation at Massive Scale


SendIrrelevant

Email

CustomerCompletes

Form(finally)

Cold Call,No Research

Confused& Annoyed Customer

CustomerAnswers(finally)

Lost Customer & DamagedReputation

No Response

EmailGun

Resend

No Answer

PowerDialer

Redial

Marketing toSales handoff

Don’t forget:“Always Be

Closing”

#ConnectIn16

Marketers

Buyers

Sellers

No Alignment

On Audiences &

Targets

Don’t Understand

The Business

Uncoordinated

Engagement

Marketers

Buyers

Sellers

Marketers

Buyers

Sellers

Alignment on

Audience & Targets

Shared Buyer Understandin

g

Coordinated Engagement

#ConnectIn16

Alignment on Audience


Shared Buyer Understanding

Requirements

ChallengesNeeds

Buying Stages

Buying Committee

Decision MakersInfluencers

Marketing nurture

Sales nurture

#ConnectIn16

The power of alignment:

38% more customers

36% lower churn


.11%Response

Rate

.73%Conversion

Rate

$17KAverage

Sales Price

6:1Revenue vs. Cost$3.6K

Sales + Mkt Cost

Alignment Increases Revenue Productivity

.1%Response

Rate

.67%Conversion

Rate

$15KAverage

Sales Price

$4KSales + Mkt Cost

4:1Revenue vs. Cost

Reve

nue

Prod

uctiv

ity +

50%

×× ÷ =

Great buying experiences aren’t created by connecting systems.

How can LinkedIn help?

They’re created by connecting people.


433MProfessionals on

LinkedIn

Interest + Intent

Professional Identity

Learning New Skills

Following Influencers

Getting Peer Recomm-endations

Publishing and

Engaging with Content

Getting Expert Advice

#ConnectIn16

Shared Understandin

g of Buyer

Alignment and Targeting of Audience


#ConnectIn16

Shared Understanding, Targeting & Coordinated Engagement

Interest-Based DataField of StudyGroup MembershipsPeople FollowedPosts and Comments

Professional DataCompanyFunctionIndustryGeo

Content Engagement

Relevant ThemesLevel of DetailOptimal Delivery Method

Persona DataOpinion

LeaderMass AffluentRoad Warrior #ConnectIn16

Marketing- Owned

• Your Company Page

• Showcase Pages

• Long-form posts

• Influencers

Marketing- Paid • Sponsored Content

• Sponsored Inmail

• Display Ads

• Dynamic Ads

Sales• Team Link (Warm Intros)

• Personalised InMail

• Elevate (Serialised Content)

• Personal Profile

• Lead Recommendations

Coordinated EngagementEngagement Building Blocks

#ConnectIn16

Brand Alignment + Coordinated Engagement

#ConnectIn16

SharedThemes

SharedContent

$

Buyer engages

with sponsored content…

…downloads an Ebook

…Buyer receives a Sponsored

InMail

Sales person is prompted

to follow

Sales person introduced via mutual

friend

Sales person shares

relevant content

created by marketing

Sales person sends

personalised “InMail”

#ConnectIn16

Sales person saves as

lead, researches

$

Microsoft Taps The Power ofLinkedIn Marketing and Sales

433MProfessionals

are on LinkedInDi

spla

y Ad

Spon

sore

d Up

date

Elev

ate

(Con

tent

Sh

are)

Com

pany

Pag

e

Slid

e Sh

are

War

m In

tro

Pers

onal

ised

InM

ail

#ConnectIn16

1.7x 2.5BMore opportunities

createdRevenue

Influenced

Microsoft Taps The Power ofLinkedIn Marketing and Sales

29%Deals

influenced

#ConnectIn16THE CONVERGENCE OF SALES & MARKETING

Do Your Sales & Marketing Teams Own The Buying Experience

• Ask yourself three questions

• Find the source of the problem

• Let us help
