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

    1. 1. Best Practices of Modern Sales and Marketing for Talent Acquisition Brendan Browne Recruiting Mike Derezin Sales Francois Dufour Marketing
    2. 2. Catherine Mark Leela Tejal Matthew
    3. 3. Recruiters are Sales & Marketing Professionals @frfrdufour
    4. 4. Transformation
    5. 5. Discovery Consideration Preference Transaction @frfrdufour
    6. 6. Discovery Consideration Preference Transaction @frfrdufour
    7. 7. Discovery Consideration Preference Transaction @frfrdufour
    8. 8. Discovery Consideration Preference Transaction
    9. 9. The quality & accessibility of quality content is exploding @frfrdufour
    10. 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
    11. 11. What does that mean for Talent Acquisition? @frfrdufour
    12. 12. When they go through their discovery journey, will top candidates prefer you or your competitors? @frfrdufour
    13. 13. Best Practices of Marketing & Sales
    14. 14. Best Practice #1 Segmentation Best Practice #2 Content Marketing Best Practice #3 Warm’em up @frfrdufour
    15. 15. Best Practice #1 Segmentation Be ultra-relevant to your core-target audience Spend your time on the right prospects @frfrdufour
    16. 16. Segment your Market Segment Segment 1 4 Segment Segment 3 2 @frfrdufour
    17. 17. Segment your Market Your target Segment Segment 1 4 Segment Segment 3 2 @frfrdufour
    18. 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. 19. Profile your best customer / candidate your sweet spot Segment Segment 1 4 Segment Segment 3 2 @frfrdufour
    20. 20. “I share industry best practices to drive real impact for my customers.” Stacey Sales Manager
    21. 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. 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. 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. 24. We also leverage the social graph on LinkedIn to assign the socially connected rep to every single account @mikedfresh
    25. 25. 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
    26. 26. Best Practice #2 Content Marketing Inform or Entertain rather than advertise @frfrdufour
    27. 27. Audiences can filter out the authentic from the inauthentic. – Jeff Weiner, CEO, LinkedIn. @frfrdufour
    28. 28. @frfrdufour
    29. 29. Content Marketing is Everywhere @frfrdufour
    30. 30. @frfrdufour
    31. 31. 3 golden rules of Content Marketing Authentic Relevant Timely Worth Sharing @frfrdufour
    32. 32. Create content nurturing your full candidate journey Discovery What does this company do that is unique? Consideration Preference  Videos  Blog  Exec interviews @frfrdufour
    33. 33. Create content nurturing your full candidate journey Discovery Consideration Why should I be interested? What opportunity for me? Preference  Job description  Product demos @frfrdufour
    34. 34. 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
    35. 35. Most of this content already exists @frfrdufour
    36. 36. Sales Reps are turning into mini-marketers
    37. 37. 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
    38. 38. Leading with Insights Resume to Reputation
    39. 39. Recap: 3 steps for Content Marketing 1 2 3 Produce or get missing content Fill your “content matrix” Post it where it matters. @mikedfresh
    40. 40. Best Practice #3 Warm’em up Nurture prospects “down the funnel” Always go in warm
    41. 41. 1 2 3 Use content that resonates with her Profile your target “persona” Industrialize your nurturing @frfrdufour
    42. 42. Instrument your funnel for effective nurturing Discovery Consideration 30% 10 days 15 days Preference 10% 5 days @frfrdufour
    43. 43. Instrument to measure and execute Understand your performance & forecast better Align various teams Prioritize & classify your prospects @frfrdufour
    44. 44. What signals to use to tailor your content? Discovery Consideration Preference Started following your company @frfrdufour
    45. 45. What signals to use to tailor your content? Discovery Consideration Preference Replied to InMail @frfrdufour
    46. 46. What signals to use to tailor your content? Discovery Consideration Preference Applied for a job @frfrdufour
    47. 47. 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
    48. 48. Holy Grail of Marketing Send the right content at the right time, to the right prospects, at scale @frfrdufour
    49. 49. No one likes it cold
    50. 50. Social Selling Evolution Doesn’t happen overnight @mikedfresh
    51. 51. Social Selling Evolution Doesn’t happen overnight @mikedfresh
    52. 52. Social Selling takes you from Serendipity to Science vs. Serendipity Science @mikedfresh
    53. 53. Warm introductions work X% + 63%X X% Win rate when reps go in cold Win rate when reps go in warm
    54. 54. What it means for the TA organization
    55. 55. Embrace and Change or Be Obsolete @LinkedinCareers
    56. 56. #1 Segmentation @LinkedinCareers
    57. 57. Understand the “Addressable Market” Mindset @LinkedinCareers
    58. 58. In Sales and Marketing High Nurture “Red Carpet” Size of Prize How Big? Build Awareness Tele-Sales Low High Temperature How Likely? @LinkedinCareers
    59. 59. 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
    60. 60. 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
    61. 61. 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
    62. 62. #2 We are marketers @LinkedinCareers
    63. 63. Marketing throughout full candidates journey Targeting YESTERDAY Outreach TODAY Targeting Research Warm Up Outreach @LinkedinCareers
    64. 64. P.O.P. Profile Optimization Project Before
    65. 65. P.O.P. Profile Optimization Project After
    66. 66. New headline New professional photo Increased reach Summary section with rich media
    67. 67. Built out work history with rich media Added Volunteers & Causes Section
    68. 68. Added additional skills Rich media in Education section
    69. 69. #3 Social Recruiting @LinkedinCareers
    70. 70. “Connectedness” Matters… @LinkedinCareers
    71. 71. 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
    72. 72. Today is YOUR lucky day! @LinkedinCareers
    73. 73. 2013

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