Social platforms and new technologies have transformed the way companies market and sell to their customers and prospective employees. Click through this presentation to see core marketing and sales best practices that you can apply to raise your team’s talent acquisition game.
Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg
Follow the LinkedIn company page: http://linkd.in/1f39JyH
Tweet with us: http://bit.ly/HireOnLinkedIn
Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj
9. The quality & accessibility of quality
content is exploding
@frfrdufour
10. The buyer’s journey is 70% complete by
the time a sales person is contacted *
Discovery
Consideration Preference
Transaction
70%
* Source: Sirius Decisions
@frfrdufour
18. 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
19. Profile your best customer / candidate
your sweet spot
Segment
Segment
4
1
Segment
Segment
3
2
@frfrdufour
20. “I share industry best
practices to drive real
impact for my customers.”
Stacey
Sales Manager
21. 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
22. We focus at account level and consider
“how big?” & “how likely?”
High
Size of Prize
How Big?
Low
High
Temperature
How Likely?
@mikedfresh
23. 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
24. We also leverage the social graph on LinkedIn to assign the
socially connected rep to every single account
@mikedfresh
30. 3 golden rules of Content Marketing
Authentic
Relevant
Timely
Worth Sharing
@frfrdufour
31. Create content nurturing your full candidate journey
Discovery
What does this company do
that is unique?
Consideration
Preference
Videos
Blog
Exec interviews
@frfrdufour
32. Create content nurturing your full candidate journey
Discovery
Consideration
Why should I be
interested? What
opportunity for me?
Preference
Job description
Product demos
@frfrdufour
33. 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
36. 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
40. Instrument your funnel for effective nurturing
Discovery
Consideration
30%
10 days
15 days
Preference
10%
5 days
@frfrdufour
41. Instrument to measure and execute
Understand your
performance &
forecast better
Align various teams
Prioritize & classify
your prospects
@frfrdufour
42. What signals to use to tailor your content?
Discovery
Consideration
Preference
Started following
your company
@frfrdufour
43. What signals to use to tailor your content?
Discovery
Consideration
Preference
Replied to
InMail
@frfrdufour
44. What signals to use to tailor your content?
Discovery
Consideration
Preference
Applied for a job
@frfrdufour
56. In Sales and Marketing
High
Nurture
“Red Carpet”
Size of Prize
How Big?
Build
Awareness
Tele-Sales
Low
High
Temperature
How Likely?
@LinkedinCareers
59. 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
69. 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