LinkedIn & Kunderelationer

Transkript

1 LinkedIn & Kunderelationer Planning is cheap execution is expensive

2 Steen Helmer Executive in the it- & software business for 20+ years Management Consultant helping it- and software companies grow local and global since 2006 Partner & co-owner at TBK Consult Masterclass in Business Model & Value Proposition Design framework 1rst LinkedIn-Approved Social Selling Expert & Trainer in Scandinavia Read more here:

3 Our Value Proposition Business Model Management Develop, evolve, transform, optimize and review Value Proposition Design Define, describe and communicate Ideal Customer Profile Identify criterias, describe and find Entering Foreign Markets Identify ideal markets, insight from market and execution Building Successful Partner Channels Partner strategy and program Identify ideal partner profiles Partner recruitment Partner enablement How to implement and execute successful LinkedIn strategy How to achieve most value from a Microsoft Partnership

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5 IT- & Software Business Challenges? EXERCISE What are the most current business related challenges for you?

6 Focus & Challenges for Software Businesses Revenue growth Consumption Value Proposition Transformation to Cloud Business Model Digital Transformation LinkedIn - SoMe Apps (IP) ISV Vertical approach Buyers behavior B2B Communication Churn Management Partner-2-Partner Workloads (lack of resources)

7 The challenge for the insurgent

8 How Important Is LinkedIn Really?

9 Customers Journey & Social Media Different Personas Different Journeys

10 SOCIAL SELLERS VS NON-SOCIAL SELLERS: THE IMPACT OF SOCIAL SELLING ON 6 KPIS Source: SalesforLife.com

11 Strongly agree with the benefits of using social tools and methodologies Source: SalesforLife.com

12 LinkedIn Is Now Part Of The Game

13 Social Media in DACH in region

14 Who finds you on LinkedIn?

15 Is it the RIGHT PEOPLE who views your profile?

16 Results from Profile Views

17 Automated Profile Views After having viewed my profile, Peter decides to call me to ask how we can help them to grow their company and colaborate with Microsoft. All within the same week!

18 Automated Profile Views

19 Results from our own update

20 Results from our own update

21 Results from sharing others blog post

22 Results from comments on Liked post

23 Results from responding to invitation

24 Results from responding to invitations

25 How Do You Start?

26 Facilitating the customer s journey

27 Markedet Salg & Marketing

28 Product vs. Value Proposition EXERCISE What is the difference between a product and a value proposition?

29 Definition of Value Proposition Your Value Proposition describes the benefits customers can expect from your products and services

30 Value Proposition Design

31 Crafting the Message The 3 types of content Contextual Situational Propaganda

32 Chose The Right Format The many types of formats E-book Keynote whitepaper Video Phone Call Podcast Comment, like and share Individual , InMail, DM etc. Webinar marketing Blog post

33 The Ideal Customer Profile The Ideal Customer Profile is a description of the type of client who has proven to derive most value from using our product or service relative to the effort it takes us to complete the sale

34 Ideal Customer Profile Criteria

35 What is Social Selling? It s Personal Social selling is leveraging your own professional brand and social network to gather insights and connections, then using that information to help you discover new opportunities, sell, and get business done. In other words, social selling starts with each sales professional s personal brand and online activity. Each salesperson is responsible for making connections, sharing insights, and building relationships.

36 How Sales Leaders Can Help! Encourage each of your salespeople to build their own brand. Make sure they have completed, optimized LinkedIn Profiles. Partner with the marketing department to provide quality content for your team to share, and encourage them to be active on social media where their potential customers are.

37 The Real Value of LinkedIn Do you use social media to market your business? IGNORING

38 Employee Advocacy

39 How To Start With Employee Advocacy So, ask yourself these questions: How will employee advocacy help your employees? What will they gain from getting involved? How will this help them do their job better? How will it support their next career move? What s their role within the program? How can they progress through the program? What training will they receive? Does their direct manager understand the value of the program? How will the business encourage their participation? According to Aberdeen Group, companies with an employee advocacy program report a 26% increase in year over year revenue.

40 Profile Optimization

41 14 Tips for Profile Optimization 1. Upload a professional photo 2. Write a compelling headline 3. Add graphical background to support your headline 4. Customize your public profile URL 5. Customize links to websites 6. Add your contact information 7. Identify keywords 8. Tell your story in your summary incl. value proposition 9. Update your current and past positions 10. Add rich media 11. Add description of completed projects 12. Add your education 13. Ask for recommendations 14. Add Group memberships

42 The LinkedIn Funnel

43 Group Memberships Identify the groups where your target audience is Join the groups Share relevant content (preferable your own) based on customer value propositions NO SALES PITCHES Participate and/or start your own discussions

44 LinkedIn Sales Navigator

45 Searches Basic Search Lead Builder (Sales Navigator) Boolean Search Saved Search (Sales Navigator) Use your connections network

46 How To Find Prospects On LinkedIn

47 Advanced Boolean Searches You can use brackets on top of the other 3 Boolean operators (AND, OR and NOT) Simply add brackets when you want to make group statements. Let s assume you are looking for decision makers in the sales or marketing field. Then, a group statement would look like this: (marketing OR sales). In this case, you would be looking for anyone with a marketing or sales background. Now, if you combine this with (manager OR director OR VP), you will find a combination of people at these different levels. So, what is the next step up? It is creating a combination of these two: (marketing OR sales) AND (manager OR director OR VP). If you type in this search string in the Title field in LinkedIn s advanced search, your results will have people who are a marketing manager, a sales manager, a marketing director or a sales director. Finally, just as in math, you can combine different levels of parentheses too! Here is an example: ((Chief AND Officer) AND (Executive OR (Operational OR Operations) OR Marketing) OR (CEO OR COO OR CMO)).

48 Advanced Boolean Searches 1. Quotes [ ] 2. Parentheses [( )] 3. NOT 4. AND 5. OR EXERCISE EXERCISE Make a search for your ideal target profile in Sales Navigator/Lead Builder using Boolean Search

49 Advanced Search

50 Saved Searches

51 The First Dialogue With A Prospect When you have accepted the connection request: Thanks so much for connecting. Typically I like to have a brief call with my new connection so we can explore how we may be able to help each other now or in the future. If you are interested, I would be very happy to share some INSERT RELEVANT BUSINESS INSIGHTS that could benefit your growth of your company and sales goals. If you are open to an introductory call, I invite you to visit and pick a time that is most convenient for you. I am looking forward to speaking with you. Steen Helmer Skype: steen_helmer

52 How can we measure our profile/activities? Examples: Number of Followers on personal and company profile Number of Views on personal profiles Number of phone calls and meetings initiated from LinkedIn activity Number of Posts on personal profiles Number of Updates Views on shared content Adding Rich Media to the profile Establish or optimization of Company profile Number of Posts on Company profile Social Selling Index SSI Etc.

53 LinkedIn Mobile Apps

54 7 Stages of Your Social Journey

55 LinkedIn priser pr. april 2017: Løsning Månedlig ydelse Bemærkninger Sales Navigator 430,- Relationssalg Sales Navigator Team 545,- Kollegers netværk Premium Career 159,- Til jobsøgning Premium Business 325,- 15 InMails/md. + info Executive 539,- 30 InMails / md. Recruiter Lite 670,- Rekruttering Recruiter Corporate 5.199,- Prof. rekruttering Ovenstående priser er ekskl. moms

56 What is the challenge? EXERCISE EXERCISE What is the biggest challenge for you to implement and execute a LinkedIn strategy?

57 How to Implement a Successful LinkedIn Strategy 1. Definer og beskriv jeres formål med at anvende LinkedIn strategisk 2. Definer målsætning & KPI er (konkrete målepunkter) 3. Definer og beskriv jeres ideelle målgruppe (virksomheder & personaer) 4. Definer og beskriv jeres value proposition (jeres kunders Jobs, Pains og Gains) 5. Udvælg deltagere i jeres virksomhed 6. Sørg for målrettet træning af deltagerne 7. Sørg for optimering af virksomhedens LinkedIn profil 8. Sørg for optimering af deltagernes personlige LinkedIn profiler 9. Find jeres målgruppe på LinkedIn og sørg for at skabe synlighed af jer og jeres value proposition 10. Del relevant indhold til målgruppen (allerhelst jeres eget, men IKKE salgspitch) 11. Skab relationer og dialog med målgruppen 12. Sørg for relation med eksisterende CRM 13. Følg op på målsætninger 14. Synliggør succeser ved anvendelse af LinkedIn 15. Tilbyd deltagerne løbende hjælp og træning efter behov

58 Business Development Workshops for it- and software businesses Planning is cheap execution is expensive

59 Workshop 1 - Transformation & Udvikling af Forretningsmodeller Formålet er at tilføre partneren viden, værktøjer og metoder, der sætter dem i stand til at transformere og udvikle deres forretningsmodel mod at drive succesfuld cloud-baseret forretning samt give Partneren en ensartet kommunikationsplatform til at præsentere og drøfte deres virksomhed både internt og eksternt. Målgruppe: Ledelse Dato: TBD Deltagerantal: Maks. 12 og min. 6 Pris pr. deltager eller pr. workshop Complete Business Model Framework workshop toolkit Det anbefales at deltage på workshop 2 også!

60 Workshop 2 - Value Proposition Design & Ideel Kundeprofil Formålet er at tilføre partneren viden, værktøjer og metoder, der sætter dem i stand til at definere, beskrive og kommunikere den værdi de kan tilføre deres ideelle kundeprofiler og dermed nedbringe indholdet af teknologi, funktioner og features i deres kommunikation til markedet. Dette er en forudsætning for at opnå succes på digitale platforme som f.eks. LinkedIn. Målgruppe: Ledelse, Salg og Marketing Dato: TBD Deltagerantal: Maks. 12 og min. 6 Pris pr. deltager eller pr. workshop Complete Business Model Framework workshop toolkit

61 Workshop 3 - LinkedIn Strategi, Plan & Profiloptimering Formålet er at tilføre partneren viden, værktøjer og metoder, der sætter dem i stand til at etablere en proaktiv og effektiv strategi og plan for anvendelse af LinkedIn til at støtte dem i at opnå deres målsætninger og løbende måle på resultaterne. Partneren opnår også viden om hvordan LinkedIn profilerne (både virksomhed og personlige) optimeres med indhold som er relevant for deres udvalgte målgruppe og målsætning. Målgruppe: Ledelse, Salg og Marketing Dato: TBD Deltagerantal: Maks. 12 og min. 6 Pris pr. deltager eller pr. workshop Det anbefales at have deltaget på workshop 2 og efterfølgende at deltage på workshop 4!

62 Workshop 4 - Sådan Øges Relationer med Emner & Kunder Formålet med denne workshop er at tilføre partneren viden, værktøjer og metoder, der sætter dem i stand til at anvende LinkedIn til at skabe synlighed, tillid og troværdighed hos deres udvalgte målgruppe med henblik på at etablere og vedligeholde personlige relationer. Partneren opnår viden der direkte kan omsættes i praksis til effektiv lead generering og kundepleje. Lær hvordan du kommer i gang med Social Selling og konkret finder nye kunder på LinkedIn! Målgruppe: Ledelse, Salg og Marketing Dato: TBD Deltagerantal: Maks. 12 og min. 6 Pris pr. deltager eller pr. workshop Det anbefales at have deltaget på workshop 3!

63 Assistance til Implementering, Eksekvering & Opfølgning Individuel tilrettet assistance: Guide, coache, uddanne og følge op Baseret på erfaring fra IT virksomheder Ingen indlæringskurve hos TBK Consult Etablere ny eller hjælpe med eksisterende plan Fast månedligt abonnement med forskellig individuel tilrettet mødefrekvens

64 Need Help Steen Helmer

65 The success factor for every networker is to Always Be Building your network of connections and opportunities.

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67 TBK Publishing

68 TBK Blog