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How to Gain the Trust of IT Buyers and Earn Leads That Convert

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IT buyers don't want IT sales and marketing leaders to use traditional lead generation approaches on social media where you can build a real relationship based on value. I believe that's why Forrester reports that 99% of leads do not convert and LinkedIn reports that 87% of leads do not convert to revenue.

Inside this presentation from a webinar with LinkedIn's tech industry expert (Mike Weir), we discuss "earning" leads and focusing on gaining the trust of IT buyers. View this LinkedIn marketing and social selling presentation, then register for the Free LinkedIn Marketing Training webinar that goes along with it.

Published in: Marketing

How to Gain the Trust of IT Buyers and Earn Leads That Convert

  1. 1. Present: How to Gain the Trust of IT Buyers and Earn Leads That Convert to Revenue Free LinkedIn Marketing Training &
  2. 2. Your Expert Trainers: Mike Weir LinkedIn’s Own Tech Industry Expert Kristina Jaramillo Get LinkedIn Help Partner
  3. 3. 87% of B2B Sales and Marketing Leaders Are Using Social Media Platforms Like LinkedIn But Less Than 1 in 5 Can Clearly Prove a Social Media ROI!
  4. 4. 4 Reasons Why Software and Tech Companies Are Unable to Drive Revenues Further Using LinkedIn Thinking LinkedIn is a top of the funnel activity Failing to go beyond brand awareness Focused on lead goals Traditional approaches to generating leads
  5. 5. By Focusing on the Top of the Funnel – B2B Sales and Marketing Leaders Are Missing Huge Opportunities…
  6. 6. By Focusing on the Top of the Funnel – B2B Sales and Marketing Leaders Are Missing Huge Opportunities… 80% of IT buyers require education when purchasing tech, and 63% are more likely to consider an IT vendor that educates them through each stage of the decision process
  7. 7. Forrester Research Mentioned That LinkedIn Should Primarily Be Used for Brand Awareness – Why They Are Wrong  Your buyers are not on LinkedIn to engage with your brand.  B2B buyers on LinkedIn are looking for access to broader networks that can help them  LinkedIn is a buyer engagement tool not a brand engagement tool. When you actively engage with buyers and have a go-to-customer process in place that helps them solve problems and establishes trust - you will generate leads and sales opportunities.
  8. 8. The Need for a Pipeline Marketing Approach on LinkedIn Forrester reports that 99% of leads do not convert- and LinkedIn reports that 87% of leads do not convert.
  9. 9. B2B Buyers Are Calling for a Change in How You Market to Them on LinkedIn – They Want More Up Front Value
  10. 10. And, So Do Your Leads on LinkedIn
  11. 11. 74% of B2B Buyers Choose the Company That Was First to Earn Their Trust By Adding Real Value as They Are Defining Their Buying Vision
  12. 12. The Right Approach to Gating Content
  13. 13. Case Study #1: Get LinkedIn Help Doubles Average Project Revenue in December with a Targeted Value-First Approach
  14. 14. Case Study #2: More Marketing Qualified Leads for a Communications Tech Firm Than All Other Initiatives Combined
  15. 15. Case Study #3:
  16. 16. Case Study #4: Regains Trust and Earns $42M in 18 Months!
  17. 17. Case Study #5: SaaS Company Earns More Leads & Opportunities with a Targeted Account Management Approach That Speaks to Their Prospects’ Specific Needs
  18. 18. Big Takeaways:  Earn trust by focusing on educating, not selling, prospective customers in the short term to generate higher-quality leads in the long term with value-based content that goes beyond your brand’s self-interests  Incorporate an “always on” content strategy with a variety of content – both gated and un-gated  Social Proof is Real. Be sure to leverage your employees and subject-matter experts to evangelize and create an authentic voice  Tech marketing and sales are becoming increasingly intertwined, and the moment to align your content and gating strategies with the goals of your sales team is now.
  19. 19. Your Call to Action: Download the webinar that goes along with this presentation to get the complete details on the 5 case studies shown within the presentation – plus much more…. http://tinyurl.com/webinarwithmikeweir

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