An online panel discussion with sales and marketing industry leaders, exploring the impact of COVID-19 and how to overcome the current challenges. Each of our speakers begin by presenting actionable insights from their area of expertise. This was followed by a discussion chaired by Andy Culligan, CMO at Leadfeeder, where the panel will take questions from the audience. The expert speakers: - Aaron Ross, Co-CEO at Predictable Revenue and bestselling author, who created the outbound sales system at Salesforce, will discuss the changes he has seen in outbound sales. - Will Brightling, Head of Sales & Partnerships at SaaStock will look at the impact COVID-19 has had on offline lead generation and events. - Alexander Low, Professional Services Lead at DLA Ignite, will share how to adapt your social selling techniques over the coming weeks. - Declan Mulkeen, CMO at Strategic IC, will discuss the impact on account-based marketing. Our goal in bringing together a panel of seasoned experts, who have led teams through turbulent times before, is to provide actionable advice for sales and marketing organizations to adapt and succeed in the current climate.

1. How to pivot
marketing & sales
during Covid19

2. 1. Actionable Insights.
Hear from our industry experts on a few tips that you can
implement today to fuel sales & marketing efforts
2. Panel Discussion
Hear from our panel of seasoned experts on how to adapt
and succeed in the current climate.
3. Q & A.
Agenda

3. The Speakers
Andy Culligan
CMO
Aaron Ross
Founder
Will Brightling
Head of Sales &
Partnerships
Alexander Low
Professional
Services Lead
Declan Mulkeen
CMO
ABM Social Selling Events OutboundModerator

4. Actionable
Insights

5. Declan Mulkeen
Account
Based
Marketing

6. Review ICP Audit sales triggers Activate your data
ABM: Harness intent data for zero waste marketing

7. Is your ICP still relevant?
What sectors have been impacted positively/
negatively?
Identify active markets and buyers
Adjust your ICP accordinglyReview ICP

8. Audit sales triggers
Review historical sales
What sales triggers drove pipeline in last 12 months?
Are they still relevant?
Prioritise sales triggers with the highest close rates

9. Activate your data
Get your data foundations right
Listen out for sales triggers
Activate your first- and third-party data
Prioritise accounts in an active buying journey
Orchestrate your ABM

10. Alexander Low
Social
Selling

11. Social selling

12. Social selling

13. Social selling

14. Social selling
If I picked up the phone
to any of your clients,
How would they
describe to me what it
is you do for them?

15. Will Brightling
Events

16. Events
What have we learnt about physical
conferences in light of the current
climate?
● Huge source of sales
opportunities
● Main platform for brand
engagement
● Main platform for thought
leadership

17. Events
What is the SaaS community doing to pivot their sales and marketing efforts?
● Redistributing marketing budgets
● Focusing marketing efforts online / on digital channels
● Exploring virtual conferences for demand generation
● Exploring webinars to drive brand engagement and lead capture

18. Events
Virtual conferences: Bringing the magic of offline conferences, online

19. Events
Virtual conferences: Bringing the magic of offline conferences, online
● The magic of an in-person event lies in the serendipitous interactions between attendees, sponsors, and
staff.
● These active or passive connections have the potential to lead to great conversations, and new
learnings.
● Virtual events are more accessible to a larger net of attendees but are not as conducive to connecting
these attendees to each other.
● Once you understand how to use virtual conference platforms though, you can find magic touchpoints
that will greatly benefit you and the team.

20. Aaron Ross
Outbound

21. Nail Your Niche
● Everything you have worked in the past
could be different
● You need to go back to the beginning and
review all product-market fit assumptions
● Re-ask “Who needs us the most? What do they
need?” and go do 3 interviews
● Example: Tricres

22. YOU need to
stand out
● The beginning of the end of “copycat
success”
● Everyone is sending messages about the
situation as a method of getting responses.
● Content is a commodity

23. Your Unique Voice
● People respond to PEOPLE.
● Imagine your talking with someone at a cafe.
● Imagine what feels good to them.
● Create in a way that feels good to you.
● Do this 10x a day

24. Messages
Should Be...
Easy to
read
Easy to
act on
Short
Easy to
understand

25. Then:
Read it out loud
Send it to your phone
Send it to a gmail account

26. Panel
Discussion

27. Panel Discussion
Andy Culligan
CMO
Aaron Ross
Founder
Will Brightling
Head of Sales &
Partnerships
Alexander Low
Professional
Services Lead
Declan Mulkeen
CMO
ABM Social Selling Events OutboundModerator

28. Q&A