Artesian Connections 2014

#ArtCon14, @ArtesianS
Connections

Some Housekeeping
• Your Badges
• Hash Tag #ArtCon14
• Social Seller Experts
• Book a GNU (Artesian Guru)
Proprietary & Confidential ©2014 Artesian Solutions Limited
2

3 Agenda
2pm – 4pm
• Welcome (Andrew Yates, CEO)
• What’s new? (Mike Blackadder, COO / Sam Bessant)
• Future Vision (Rich Clark, VP Product Management)
• Customer Panel (Andy Sadler, VP Sales)
• Networking Break

4 Agenda
4.10 – 5.10pm Breakout Sessions
Power User Stream
• Artesian Best Practices
• Get to Know: Top 5
Techniques
• Social Seller First Steps
Social Seller Stream
• Why Social Selling?
• “The Game” of Social
Selling
• Finding new ways to lead
5.10pm Networking Break / drinks

5 Agenda
5.30pm – 6.30pm Keynote Speech
Will Carling OBE
Rugby Legend, Media Star and Business Owner
6.30pm – 6.45pm Final Words and Close

6 Our theme is Connection – what is a connection?

7 But hopefully not these kind…

8 Let’s go back to 1974….

9 There were multiple formats
Multiple formats
• Periodicals
• Directories
• Telephone Books
• Trade Journals
• Yearbooks #ArtCon14, @ArtesianS

10 And multiple sources
Multiple Sources
• Extel
• Jordans
• Moodie
• Cardiff Registry
• Kelly’s

11 Fast forward to 2014
Corporate Data
People & Contact Data
News & Social Media
Market Sector Data
(Historical & Forecast)

12 Thank you

And you guys are busy…..
13
89% Companies Followed
2006-
2009
631,961
2010 2011 2012 2013 2014
Average User Interaction
8.5 million actionable insights
served each month

14

And 015 Forrester Research asked 319 Executive Buyers
must do better…
Source: Forrester Research May 29th 2014

We asked 18,000 leaders – do your sellers spend enough time researching?
16

The Insight Paradox
Faster, better access to more up to date information means less
time will need to be spent researching …
which is great but….
…how can we do more things with the insights we have?
17

18 Your usage patterns shown us the area for improvement
37%
49%

So we have created the next big idea for Artesian users
19
Target More Effectively
Use insights to focus on the right things
Listen and Connect
Focus on the customers agenda
Share and Collaborate
Routinely use social techniques to build
customer centered relationships

So today I hope you will….
Hear from
- Your peers, other Artesian users and how they are connecting with
their customers
- Artesian leadership team - product management on how we are
finding new ways to help us all connect
- Sales leadership– our customers and our own team
- The Artesian Customer Success team on new ways to connect and
share with one another
20

Over to Mike
21

Cast your mind back to 2010….
23

24
Artesian
v1

Artesian
v2
25

Shareholder
Companies
House
Documents
26
Company
Community
Company
Search
Shared
Watchlists
Social
Gestures
Twitter,
LinkedIn,
Blogs
Improve
Your Results
Alerts,
Bookmarks
Watchlists,
Taxonomies
Email Action
Centre
Corporate
Profiling,
Inc. Credit
Scores
Contact
Profiling
Market
News
Company
Highlights
Page
Social
Seller
Score
Trending
Prospector
Preview
Company
Brief
Data
User Setup
Wizard
Basic
Corporate /
People Data
Integrated
Help /
Training

Three highlights from the last 3 months
Trending
Social Seller Score
Out of the box experience

Three highlights from the next 3 months -
(Winter 2014 Release)

Hotness
29

30

Bulk search and follow
31

32

33

34

35

And finally…
39

Connections

The Social Selling Impetus
Dale Roberts
VP Professional Services
dale.roberts@artesiansolutions.com
@decisionhacker

Buyers
Buyers want
little
interaction
Buyers want
advice and
guidance
Transaction High Touch

Buyers
Buyers want
little
interaction
Buyers want
advice and
guidance
Marketing Led
Advertising,
Campaigns,
Creative,
Digital, Direct
Sales Led
Sales, Content,
References,
Expertise
Scale Engagement
Transaction High Touch

Business Imperative
The prevailing theme for business
growth for the next decade (Paul
Greenberg)
Number One Strategic Digital
Priority for Senior Executive
(McKinsey, 2013)
Primary driver of growth
(BlueWolf)
No 1 Priority for the CEO (IBM)

Engaging with the High Touch Customer
High Value
Customers
Highly
Personalised
Greater Value
Expected
Pre-Sale
Needs
1 to 1
Relationship
Requires
Sales and
Marketing
Collaboration
Customers
Want to Be
(and feel)
Listened To

High Touch Customers
• Knotty, nuanced or nascent need
• Prolonged recognition of needs
• Education throughout
• Many (very different) potential solutions
• Highly Competitive
• Trust, longer, deeper relationship
• Driven by the Connected Business Buyer

Business Buyers are Informed
For every 1 piece of content sales or
marketing place in their hands
They will find 3 more for themselves
Source: Forrester

Business Buyers are Connected
Buyers in every industry, B2B, B2C
research an average of 10.4 sources
before purchase
Source: Brian Solis

Business Buyers are Social
75% of B2B Buyers use social media
to make purchasing decision
Source: IDC Social Buying Meets Social Selling, 2014

57% Of the buying decision is
complete before a customer
even calls a supplier
Source: Corporate Executive Board. The Digital Evolution in B2B Marketing

Business Buyers Are Not Satisfied with Sellers
Thinking of a typical meeting with a vendor sales team or
person how would you characterise their agenda in your
interactions
80% 20%
About the Seller About the Buyer
Source: Forrester, Global Executive Buyer Insight Online Survey

Engagement and Trust
Source: Edelman Trust Barometer 2014

054 Social Sellers
Target More Effectively
Use insights to focus on the right things
Connect
Focus on the customers agenda
Share
Routinely use insights to build customer
centered relationships. Open with colleagues

55 Target • Listen and Learn
• Build a network
• Drive referrals and introductions
• Leads through transparent buyer needs
• Create and maintain portfolio (watch lists)
• Follow companies
• Filter for relevance (Topic filters)
• Listen every day (Alerts)
• Laser focused prospect lists (Prospector)
• Refine the results (Improve my results)

56 Connect
• Research and Relate
• Understand their business
• Look for social signals
• Build relationship through affinity
• Beyond Alerts
• Research company and people
• Markets
• Explore insights (Click through)
• Organise insights (bookmarks)

57 Share
• Engage and Contribute
• Establish presence
• Create awareness
• Build trust and credibility
• Email, Post and Tweet
• Other Sharing (bookmarks and briefs)
• Sharing themes (market news)
• Collaborate around accounts (share)
• Sharing watchlists

58 Social Selling ROI
400%
Increase in Sales
IBM reported a 4x increase
in sales in the first quarter
of a social selling pilot
Source: IBM
45%
More Opportunities
Social Selling leaders create
45% more opportunities
per quarter
Source: LinkedIN
15%
Higher Customer Retention
15% Higher Customer
Retention
Source: Aberdeen
31%
Higher Quota Attainment
31% Higher Quota
Attainment
Source: Aberdeen

Takeaway Board
Systems of;
• Scale for transactional customers
• Engagement for high touch customers
Business buyers;
• Are better informed, better connected and …
• … half way through their decision
• Expect to be understood, expect deeper engagement
Social sellers
• Are targeting, connecting and sharing
• Are seeing success in a time of change

Thank You
Dale Roberts
W: artesiansolutions.com
E: dale.roberts@artesiansolutions.com
T: @decisionhacker
L: http://uk.linkedin.com/in/dalesroberts/

Power User – Best Practices Stream
Looking beyond the email
Mike Blackadder
Top 5 Most asked questions
Merridee Arthur
Social Seller First Steps
Dale Roberts
62

Looking beyond the email
Mike Blackadder
COO and Head of Customer Success
mike.blackadder@Artesiansolutions.com

64

Silence
Not Relevant
to me
Noise
Three Turn-offs
65

Relevance usually boils down to this
News
Volume
Value
of News
Organisations
Large
(fewer)
Value of non-news information
- Company Data
- Market news
- Social
Small Tiny
Medium
Volume/Value

Too little news ( Red Companies)
Turn filters off!
(or select ALL topics)
Check name
Ecosystem?
67

“I am getting too much news” OR
“What I’m seeing isn’t relevant enough”
Filters
Improve My Results
Think laterally!
- Subsidiaries
- Divisions
68

“Super High Profile” - Top 40 UK companies
-We may have done the work for you
69

What we do for Super High Profile companies
Pre-built watchlists:
1. Business Units
2. Potential Competitors
3. Roles
Ask via
70

And Finally….

It’s not all about the news!
Think beyond the email…
Company Page - rich in data and information
Markets
72

Artesian Top 5 Techniques
Kellie Lucas
Customer Success Manager
Kellie.lucas@artesiansolutions.com

Sharing Lists
5
Did you know you can share your Watchlist with a colleague?
Why would you share a Watchlist?
How do I do it?

My portfolio has changed, what can I do?
4
Is someone taking over your accounts?
Are you getting them from someone else?
Quick profile set up with new accounts
How do I do it?

Collaborating and Manager View
3
Do you work as part of a team and need visibility over everyone’s companies?
Are you a Manager and want to see what companies your team are following?
Is there a list of common companies that could be shared across the team?
How do I do it?

Portfolio Alignment
2
Account/Relationship Manager Business Development Manager
Hot Prospects
Know lots to close
the deal
Warm Prospects
Know some to have
regular engagement
Cold Prospects
Pick 1-2 key triggers
that would prompt
initial engagement
Broad Filters
Select Filters
Key Filters
At Risk/High Touch
Keep a close eye on,
several engagements
Strategic Accounts
Cross sell/Up sell
track eco-system
Large/Low Touch
Key triggers or large
events. Track eco-system

Finding the relevant companies to follow
1
Search for a Company by name or Companies House ID
Which one to choose?
What are suggested companies?
What do I do if I cant find it?
My company has an overseas parent, can I add it?

Social Seller, Seven Habits, First Steps
Dale Roberts
VP Professional Services
dale.roberts@artesiansolutions.com
@decisionhacker

Business Imperative
The prevailing theme for business
growth for the next decade (Paul
Greenberg)
Number One Strategic Digital
Priority for Senior Executive
(McKinsey, 2013)
Primary driver of growth
(BlueWolf)
No 1 Priority for the CEO (IBM)

Seven Habits
Habit #1 Be Proactive.
Habit #2 Build a Network
Habit #3 Listen
Habit #4 Become a Brand
Habit #5 Practice 360o Networking
Habit #6 Nurture your Network
Habit #7 Be in Service to Your Customers

Habit #4 Become a Brand

Reasons Not To Build a Personal Brand
1. I don’t have the time
2. It is not important
3. I don’t know how
4. I don’t see the value
5. I’m too old
85

Everyone Should Have a Personal Brand
86

87 People Trust People

89 So Perhaps A Little Closer

90 Perhaps A Little More Professional

91 Perhaps without the car …
…Oh and err without the helmet

92 Perhaps Just Not
(Yes, all genuine LinkedIn Pictures) #ArtCon14, @ArtesianS

Top Photo Blunders
1. With your four legged friend (Only If you are a veterinarian)
2. A group shot (Save Where’s Wally for your Kids)
3. A photo of your baby (we’re thrilled but it doesn’t belong on LI)
4. An old photo (Really, you look distinguished)
5. On the Beach (Match.com maybe, LI definitely not)
6. Wedding Photo (So it’s taken by a pro - it doesn’t make it professional)
7. Pixelated or Stretched (Save it for the funhouse mirrors)
8. Too serious (Show some vital signs, not a wide eyed vacant sign)
9. An avatar or caricature (Only if you really are a superhero or cartoon)
10. Your product or company logo (People want to connect to YOU)

94 Top 10 Photo Blunders #1

Your Social Profile

The Perfect Summary Checklist
1. Never leave it blank. It’s your elevator pitch
2. Your value to your customers. Not your job title.
3. Be bold, be brief, be gone. Keep it short
4. Keep it professional
5. But not dull
6. Use a conversational tone
7. Showcase yourself
8. Convey energy and passion
9. Use the right (key)words
10. The worse place for typos

Profile Picture Twitter
I don’t care
I am a fake account
I really don’t
understand
this Twitter
thingy

99 Personal Branding Twitter Bio

110000 Twitter Bio DNA
VP Professional Services, Author
What you do
Hobbies, humour
Personality
What you will share
Social Selling, Big Data, Gamification

Twitter Bio Generator
101

102 Personal Branding Twitter

103 Personal Branding Twitter

104 Twitter Listener
Follow
• Regulators
• Industry publications
• Thought leaders
• Market leading companies

Add Your Social Profiles to
1. Email signature
2. Business cards
3. Cross link on other profiles
4. Presentations
1. Email signature
2. Business cards
3. Other public profiles

106 Personal Branding is More than a Profile and a Picture
Those characteristics that make you unique
and how you communicate that to the
world. The objective of personal branding is
professional success and is directly linked to
the success of the company we serve
– Dan Schawbel
“

Reasons to Communicate

108 Engagement Channels
Blogs and Other Content
No identification (Reputation)
Twitter
Loose Connection (Prospecting)
Linked In
Identified Contacts (Nurturing)
Email, Direct
Active Contacts (Engaging)
Artesian Social Gestures

Use Social Signals
1. Build eminence and reputation
2. Prospect
3. Nurture
4. Engage an active customer
5. Stay top of mind when a campaign is long or delayed
6. Use insights to drive next action instead of chasing

Brand Building in Artesian
1. Be Trustworthy. Read the insight rather than blind share
2. Be Human. Change default and template text
3. Play the long game not quarter end panic. Use Artesian to
build reputation, prospect, nurture as well as engage
4. Give to get. Be generous in your sharing, use market
insights. What do you know about your customers
customers?

Artesian Connections 2014

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