1.
HOW PERSONALIZED
SELLING UNLOCKS
COMPETITIVE ADVANTAGE

2.
Become a
Trusted Resource
Inspire
and Coach
Engage Prospects with
Relevant Content
SALES REPS SALES LEADERS MARKETING LEADERS
Agenda

3.
Speakers
CRAIG
ROSENBERG
Chief Analyst
TOPO
MICHAEL
BRITO
SVP, Head of US Digital
Marketing
LEWIS Pulse
JACK
KOSAKOWSKI
Head of Social Sales Disruption
Creation Agency

4.
Become A Trusted Resource
SALES REPS
How Personalized Selling Unlocks Competitive Advantage
JACK KOSAKOWSKI
Head of Social Sales Disruption
Creation Agency

5.
How Personalized Selling Unlocks Competitive Advantage
S A L E S R E P S
Become a Trusted Resource
To get prospects to respond, you need to communicate from the
beginning that you understand their situation, needs and challenges.
That’s why it’s critical to know as much as possible about your
prospect before you conduct outreach. You only have three
seconds to capture a
website visitor’s
attention
- Smart Insights

6.
How Personalized Selling Unlocks Competitive Advantage
S A L E S R E P S
Target Relevant Buyers
Target relevant buyers on LinkedIn by:
Using Advanced Search
• Filter by Company, Location, Relationship and Industry
Monitoring connections for trigger events
• Know when prospects change roles, have an anniversary or
connect with someone in their network
Only half of B2B
buyers contacted by
sales professionals are
the right person to
talk to about new
business
- Linkedin Research

7.
How Personalized Selling Unlocks Competitive Advantage
S A L E S R E P S
Understand the Buying Process
Earn the trust of a senior-level prospect by:
Showcasing Project Expertise
• Optimize your LinkedIn profile to reflect your professional brand
Respecting Their Time
• Use InMail to stay out of their crowded email queue
Providing Social Proof
• Leverage 2nd degree connections to broker a warm introduction
• Join a LinkedIn Group the executive participates in
63% of social buyers
appreciate being
contacted at the right
time with relevant
opportunities
- IDC

8.
How Personalized Selling Unlocks Competitive Advantage
S A L E S R E P S
Act to Close Deals
Leverage industry data and news on LinkedIn by:
• Sharing links to relevant industry content in your Status Updates
• Sharing content in a prospect's’ Status Update or in a LinkedIn
Group
Find insights to share on the following channels:
• LinkedIn Pulse
• The LinkedIn Sales Solutions Blog
57% of a typical
purchase decision is
made before a
customer even talks to
a salesperson
- CSO Insights

9.
Inspire and Coach
SALES LEADERS
How Personalized Selling Unlocks Competitive Advantage
CRAIG ROSENBERG
Chief Analyst
TOPO

10.
How Personalized Selling Unlocks Competitive Advantage
S A L E S L E A D E R S
Inspire and Coach
Identify potential pain points that might prevent sales pros from social
selling by asking the following questions:
• Understand an individual sales rep’s process and current road
blocks to success?
• Are their prospects active on social?
• Will your sales reps face a technology or social media learning
curve?
Why LinkedIn?
49% of buyers
research vendors
through their LinkedIn
profiles
44% of buyers find
potential vendors
through shared
LinkedIn connections
- LinkedIn Research

11.
How Personalized Selling Unlocks Competitive Advantage
S A L E S L E A D E R S
Target Relevant Buyers
Help your sales team find the right people on LinkedIn via the
following process:
Define the Ideal Customer Profile (ICP)
• Using quantitative (closed won business) and qualitative (sales
rep feedback)
• Define demographic data (verticals, geo, company size) and
psychographic (looking for …)
Define target buyer personas
• Role and goals first – Title second
Sales reps focused on
new business who
exceed quota make
148% more
connection requests
each month than
other sales reps
- LinkedIn Research

12.
How Personalized Selling Unlocks Competitive Advantage
S A L E S L E A D E R S
Understand the Buying Process
Help your sales reps understand the buying process by providing the
following:
Sales-centric buyer personas
Map of the buying process including what they require to move
to the next step
Train sales to use research to identify insights into a prospects
unique buying process
58% of reps who
exceeded their
research expectations
had lead conversion
rates of more than
50%
- CSO Insights

13.
How Personalized Selling Unlocks Competitive Advantage
S A L E S L E A D E R S
Act to Close Deals
Once the buyer cycle is mapped, create the resources your sales
team needs to move buyers through the buying cycle and close deals:
Sales Enablement
Create messaging, insights, and content assets to deliver to the right
buyer at the right time:
• Persona specific
• Stage in the buying lifecycle
• Challenges and needs
• Overcome objections and roadblocks
Marketing
Provide training on how and when to deliver messages, insights, and
content.
Decision-makers
consume five pieces
of content before
reaching a decision
- CMO Council

14.
Engage Prospects with
Relevant Content
MARKETING
LEADERS
MICHAEL BRITO
SVP, Head of US Digital Marketing
LEWIS Pulse

15.
How Personalized Selling Unlocks Competitive Advantage
M A R K E T I N G L E A D E R S
Understand Your Audience
75% of buyers are
using social media to
research solutions
- IDC
Where do they
spend their time
online?
What are their
media consumption
habits?
What is the context
of the conversation?
What keywords are
they using?
Which hashtags are
they using?
What social
channels do they
use the most?

16.
How Personalized Selling Unlocks Competitive Advantage
M A R K E T I N G L E A D E R S
Engage Prospects with Relevant Content & Approach
Sales Enablement
Build a sales governance model that will equip sales organizations with training, resources/toolkits and content so they can better
engage their current customers and prospects.
Story Development
Deliver an editorial and
creative framework to
reach your customers
with content and an
experience that matters
to them.
Audience Analysis
Participatory Storytelling
Empower, train and
mobilize brand advocates
(employees – executives,
subject matter experts,
sales) to participate and
tell the brand story,
generate leads, influence
others.
Channel Strategy
Build a channel and
media strategy based on
audience segmentation
(where they spend their
most time) and native
social platform
capabilities and user
functionality.
Paid Social
Use analytics to drive the
best targeting on social
channels based on
audience behaviors and
conversations – where
they spend their time and
what media outlets the
“like”, “follow” and “talk
about.”

17.
Q&A
CRAIG
ROSENBERG
Chief Analyst
TOPO
MICHAEL
BRITO
SVP, Head of US Digital
Marketing
LEWIS Pulse
JACK
KOSAKOWSKI
Head of Social Sales Disruption
Creation Agency

18.
Thank you for Attending!