Best practices of modern marketing & sales for talent acquisition leaders
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  • Key message: Compelling content is what pulls people through their purchase journey.Content is what attracts buyers to your brand or company – content that is relevant to that user and in the right context for them to consume it across their many devices. Effective content plays a role at every point in the buyers’ journey – and can even bring you back into the consideration set if you were not there to start.
  • Key message: But the consumer behavior shifts create challenges for effective marketing.What this means for you is that your buyers are more informed, savvy and influential than ever before.Not only can they get most of the info they need to make a buying decision from online sources --- they get constant feedback from their networks to inform their decisions.In many cases they are 60% of the way through their purchase process before they connect with a brand or company.And they’re forming perceptions about brands – and eliminating brands from their consideration set – without those brands having an opportunity to share their perspective. 
  • Key message: Compelling content is what pulls people through their purchase journey.Content is what attracts buyers to your brand or company – content that is relevant to that user and in the right context for them to consume it across their many devices. Effective content plays a role at every point in the buyers’ journey – and can even bring you back into the consideration set if you were not there to start.
  • Key message: Compelling content is what pulls people through their purchase journey.Content is what attracts buyers to your brand or company – content that is relevant to that user and in the right context for them to consume it across their many devices. Effective content plays a role at every point in the buyers’ journey – and can even bring you back into the consideration set if you were not there to start.
  • Key message: Compelling content is what pulls people through their purchase journey.Content is what attracts buyers to your brand or company – content that is relevant to that user and in the right context for them to consume it across their many devices. Effective content plays a role at every point in the buyers’ journey – and can even bring you back into the consideration set if you were not there to start.
  • Key message: Compelling content is what pulls people through their purchase journey.Content is what attracts buyers to your brand or company – content that is relevant to that user and in the right context for them to consume it across their many devices. Effective content plays a role at every point in the buyers’ journey – and can even bring you back into the consideration set if you were not there to start.
  • Example of Advertising vs. Content MarketingOther examples: The Furrow magazine by John DeereRed Bull’s stunning contentRe-workKraft’s food & familyAmerican Express Open Forum: resource for small business. Now generates as many credit card inquiries (without pitching product) as any other mkg initiative from AMEXLinkedIn Talent Blog
  • Challenger – Value Proposition - A new wayObjective – Improvement in probability of being a high performerOwn lead generationLead with insights rather than productUse social media as a critical channel - the #1 variable between a poor performer and top performer is social media adoption.
  • Challenger – Value Proposition - A new wayObjective – Improvement in probability of being a high performerOwn lead generationLead with insights rather than productUse social media as a critical channel - the #1 variable between a poor performer and top performer is social media adoption.
  • Challenger – Value Proposition - A new wayObjective – Improvement in probability of being a high performerOwn lead generationLead with insights rather than productUse social media as a critical channel - the #1 variable between a poor performer and top performer is social media adoption.
  • Your network increases by 324xThe opportunity is for 324x leverage on the collective relationships across your firm
  • We looked at LTS accounts that closed after February 1st, 2013We looked at all connections that LTS sales reps had before January 1st, 2013The gap between these dates is intentional; we only want to consider connections that reps had before they actively started prospecting accounts. “Going in warm” means having a teamlink connection to an account and ensuring that the rep who closed the deal was aware of the connection (based on them viewing the profile of the connection)
  • Key message: But the consumer behavior shifts create challenges for effective marketing.What this means for you is that your buyers are more informed, savvy and influential than ever before.Not only can they get most of the info they need to make a buying decision from online sources --- they get constant feedback from their networks to inform their decisions.In many cases they are 60% of the way through their purchase process before they connect with a brand or company.And they’re forming perceptions about brands – and eliminating brands from their consideration set – without those brands having an opportunity to share their perspective. 

Best practices of modern marketing & sales for talent acquisition leaders Best practices of modern marketing & sales for talent acquisition leaders Presentation Transcript

  • Best Practices of Modern Sales and Marketing for Talent Acquisition Brendan Browne Recruiting Mike Derezin Sales Francois Dufour Marketing
  • Catherine Mark Leela Tejal Matthew
  • Recruiters are Sales & Marketing Professionals @frfrdufour
  • Transformation
  • Discovery Consideration Preference Transaction @frfrdufour
  • Discovery Consideration Preference Transaction @frfrdufour
  • Discovery Consideration Preference Transaction @frfrdufour
  • Discovery Consideration Preference Transaction
  • The quality & accessibility of quality content is exploding @frfrdufour
  • The buyer’s journey is 70% complete by the time a sales person is contacted * Discovery Consideration Preference Transaction 70% * Source: Sirius Decisions @frfrdufour
  • What does that mean for Talent Acquisition? @frfrdufour
  • When they go through their discovery journey, will top candidates prefer you or your competitors? @frfrdufour
  • Best Practices of Marketing & Sales
  • Best Practice #1 Segmentation Best Practice #2 Content Marketing Best Practice #3 Warm’em up @frfrdufour
  • Best Practice #1 Segmentation Be ultra-relevant to your core-target audience Spend your time on the right prospects @frfrdufour
  • Segment your Market Segment Segment 1 4 Segment Segment 3 2 @frfrdufour
  • Segment your Market Your target Segment Segment 1 4 Segment Segment 3 2 @frfrdufour
  • 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
  • Profile your best customer / candidate your sweet spot Segment Segment 1 4 Segment Segment 3 2 @frfrdufour
  • “I share industry best practices to drive real impact for my customers.” Stacey Sales Manager
  • 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
  • We focus at account level and consider “how big?” & “how likely?” High Size of Prize How Big? Low High Temperature How Likely? @mikedfresh
  • 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
  • We also leverage the social graph on LinkedIn to assign the socially connected rep to every single account @mikedfresh
  • Recap: 3 steps for Persona-based Marketing 1 Segment your target & aim precisely 3 2 Allocate your resources by potential & Interest Interview your very “best customers” to develop their ID card @mikedfresh
  • Best Practice #2 Content Marketing Inform or Entertain rather than advertise @frfrdufour
  • Audiences can filter out the authentic from the inauthentic. – Jeff Weiner, CEO, LinkedIn. @frfrdufour
  • @frfrdufour
  • Content Marketing is Everywhere @frfrdufour
  • @frfrdufour
  • 3 golden rules of Content Marketing Authentic Relevant Timely Worth Sharing @frfrdufour
  • Create content nurturing your full candidate journey Discovery What does this company do that is unique? Consideration Preference  Videos  Blog  Exec interviews @frfrdufour
  • Create content nurturing your full candidate journey Discovery Consideration Why should I be interested? What opportunity for me? Preference  Job description  Product demos @frfrdufour
  • 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
  • Most of this content already exists @frfrdufour
  • Sales Reps are turning into mini-marketers
  • 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
  • Leading with Insights Resume to Reputation
  • Recap: 3 steps for Content Marketing 1 2 3 Produce or get missing content Fill your “content matrix” Post it where it matters. @mikedfresh
  • Best Practice #3 Warm’em up Nurture prospects “down the funnel” Always go in warm
  • 1 2 3 Use content that resonates with her Profile your target “persona” Industrialize your nurturing @frfrdufour
  • Instrument your funnel for effective nurturing Discovery Consideration 30% 10 days 15 days Preference 10% 5 days @frfrdufour
  • Instrument to measure and execute Understand your performance & forecast better Align various teams Prioritize & classify your prospects @frfrdufour
  • What signals to use to tailor your content? Discovery Consideration Preference Started following your company @frfrdufour
  • What signals to use to tailor your content? Discovery Consideration Preference Replied to InMail @frfrdufour
  • What signals to use to tailor your content? Discovery Consideration Preference Applied for a job @frfrdufour
  • Discovery Consideration Preference Signal Following your company Answered InMail Applied for a job Channel Status Updates InMail Direct mail Content Right content, right channel, right timing Thought leadership Job description Recent coverage @frfrdufour
  • Holy Grail of Marketing Send the right content at the right time, to the right prospects, at scale @frfrdufour
  • No one likes it cold
  • Social Selling Evolution Doesn’t happen overnight @mikedfresh
  • Social Selling Evolution Doesn’t happen overnight @mikedfresh
  • Social Selling takes you from Serendipity to Science vs. Serendipity Science @mikedfresh
  • Warm introductions work X% + 63%X X% Win rate when reps go in cold Win rate when reps go in warm
  • What it means for the TA organization
  • Embrace and Change or Be Obsolete @LinkedinCareers
  • #1 Segmentation @LinkedinCareers
  • Understand the “Addressable Market” Mindset @LinkedinCareers
  • In Sales and Marketing High Nurture “Red Carpet” Size of Prize How Big? Build Awareness Tele-Sales Low High Temperature How Likely? @LinkedinCareers
  • In Recruiting High Nurture “Red Carpet” Quality Who has expertise in skills we need? Build Awareness Tele-Sales Low High Temperature Which prospects are most likely engage? @LinkedinCareers
  • In Recruiting High Nurture “Red Carpet” 1:Many 1:1 Quality Who has expertise in skills we need? Build Awareness Tele-Sales Low High Temperature Which prospects are most likely engage? @LinkedinCareers
  • 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
  • #2 We are marketers @LinkedinCareers
  • Marketing throughout full candidates journey Targeting YESTERDAY Outreach TODAY Targeting Research Warm Up Outreach @LinkedinCareers
  • P.O.P. Profile Optimization Project Before
  • P.O.P. Profile Optimization Project After
  • New headline New professional photo Increased reach Summary section with rich media
  • Built out work history with rich media Added Volunteers & Causes Section
  • Added additional skills Rich media in Education section
  • #3 Social Recruiting @LinkedinCareers
  • “Connectedness” Matters… @LinkedinCareers
  • 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
  • Today is YOUR lucky day! @LinkedinCareers
  • 2013