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EXPERTS REVEAL: !
HOW TO PERSONALIZE THE
BUYER EXPERIENCE USING
SALES AND MARKETING!
MARK ROBERGE!
SVP Sales and Services at
HubSpot!
@markroberge!
Ralf VonSosen!
Head of Marketing at
LinkedIn Sales Solution!
@rvonsosen!
The Experts:!
Ken Krogue!
President and Founder of
InsideSales.com!
@kenkrogue!
Mark Roberge!
SVP of Sales and Services, HubSpot!
@markroberge !
The Marketing Playbook is
BROKEN.!
..The Marketing Playbook is
BROKEN.!
View full webinar here:!
Transformation and Personalization
Not Automation. 

!
1. Align Marketing with Buyer Behavior!
Create Your Content Engine.!
Create Your Content Calendar.!
1
eBook w/ LP / Month
4
Blog Posts / Month
Create Your Content Calendar.!
1
eBook w/ LP / Month
Create Your Content Calendar.!
4
Blog Posts / Month	
  
FB Posts / Month	
  
8
1
eBook w/ LP / Month
Create Your Content Calendar.!
4
Blog Posts / Month	
  
FB Posts / Month	
  
8
Tweets / month	
  
16
1
eBook w/ LP / Month
Create Your Content Calendar.!
4
Blog Posts / Month
FB Posts / month	
  
8
Tweets / month	
  
16
1
Ebook w/ LP / Month
Transformation and Personalization 

Not Automation.!
1. Align Marketing with Buyer Behavior!
2. Attract Prospects with Your Content Engine!
Your List Expires at ~25% / Year.	
  
	
  
Year 1! Year 2! Year 3!
Your List Expires at ~25% / Year.	
  
	
  
Year 1! Year 2! Year 3!
Your List Expires at ~25% / Year.	
  
	
  
Year 1! Year 2! Year 3!
Your List Expires at ~25% / Year.	
  
	
  
Year 1! Year 2! Year 3!
Your List Expires at ~25% / Year.	
  
	
  
Year 1! Year 2! Year 3!
Your List Expires at ~25% / Year.	
  
	
  
Year 1! Year 2! Year 3!
Your List Expires at ~25% / Year.	
  
	
  
Year 1! Year 2! Year 3!
50K! 21K!
Attention Expires, Too.!
Transformation and Personalization 

Not Automation.!
1. Align Marketing with Buyer Behavior!
2. Attract Prospects with Your Content Engine!
3. Avoid Death by Marketing Automation!
Traditional Marketing Automation.!
CONTEXT! MEDIUM!
Personalization, Not Automation.!
CONTEXT! MEDIUM!
Marke'ng	
  
Mary	
  
	
  Enterprise	
  	
  	
  
Erin	
  
Owner	
  
Ollie	
  
Transformation and Personalization 

Not Automation.!
1. Align Marketing with Buyer Behavior!
2. Attract Prospects with Your Content Engine!
3. Avoid Death by Marketing Automation!
4. Convert Sales Through Personalization!
Most Companies Align by Function.!
MARKETING! SALES!
Generate inbound leads! Convert leads!
Ø  Campaigns focused on
Mary and Erin!
Ø  Weekly Marketing status
meetings!
Ø  Targeting company-wide
lead goals!
Ø  Persona-specific sales
processes!
Ø  Weekly sales status
meetings!
Ø  Targeting person-specific
revenue goals!
Deliver Leads! Deliver Customers!
SERVICES!
Make customers
successful!
Ø  Product-specific services
process!
Ø  Weekly services status
meetings!
Ø  Targeting product-
specific customer
success goals!
HubSpot Aligns by Buyer Persona.!
Owner Ollie Team!
(1-100
employees)!
Marketing Mary Team!
(100-2,000 employees)	
  
Enterprise Erin Team!
(2,000+ employees)	
  
Group Sales & On-Boarding! 1-to-1 Sales & On-Boarding! Multi-Level Sales & On Boarding!
Ollie
Marketing!
Ollie
Sales!
Ollie
Services!
Mary
Marketing!
Mary
Sales!
Mary
Services!
Erin!
Marketing!
Erin
Sales!
Erin
Services!
Transformation and Personalization 

Not Automation.!
1. Align Marketing with Buyer Behavior!
2. Attract Prospects with Your Content Engine!
3. Avoid Death by Marketing Automation!
4. Convert Sales through Personalization!
5. Align Sales and Marketing !
The Marketing SLA. !
Lead Type! Lead Value!
Webinar! $.07!
eBook! $.05!
Free Trial! $.45!
Demo Request! $.95!
Lead Type! Lead Value!
Webinar! $.35!
eBook! $.45!
Free Trial! $2.10!
Demo Request! $2.75!
Lead Type! Lead Value!
Webinar! $.85!
eBook! $1.00!
Free Trial! $4.25!
Demo Request! $6.10!
Owner Ollie Leads!
(1-100 Employees)!
Marketing Mary Leads!
(100-2,000 Employees)!
Enterprise Erin Leads!
(2,000+ Employees)!
•  Data has been altered from !
actual HubSpot data for the!
purposes of this presentation!
The Sales SLA.!
Attempt #!
LTV/COCA!
•  Data has been altered from actual HubSpot data for the purposes of this presentation!
Daily Accountability 

for Marketing & Sales.
* Data has been altered from actual HubSpot data for the purposes of this presentation!
LinkedIn Confidential ©2013 All Rights Reserved
Making Social Selling Real & How
LinkedIn is Using LinkedIn
Ralf VonSosen
Head of Marketing, LinkedIn Sales Solutions
#rvonsosen
This is happening…
…even at LinkedIn
Don’t be that guy…
37
Don’t be that guy…
38
Don’t be that guy…
39
Don’t be that guy…
40
41
Don’t be that guy…
42
Don’t be that guy…
43
Don’t be that guy…
44
Don’t be that guy…
45
Don’t be that guy…
46
Don’t be that guy…
47
Don’t be that guy…
So, you can…
…do Social Smarketing
Marketing & sales working together,
complementing each other’s efforts,
to listen to & engage with prospects
using social media & networks to
generate leads & execute sales.
Social Smarketing
Social Marketing
Social Selling
Social Selling @
LinkedIn
Getting Sales Pro Adoption
Social Selling @ LinkedIn
§ Creating compelling profiles
§ Harnessing the power of relationships
§ Acting as micro-marketers
LinkedIn Confidential ©2013 All Rights Reserved
Creating Compelling Profiles (Dan Swift example)
LinkedIn Confidential ©2013 All Rights Reserved 52
Creating Compelling Profiles (Dan Swift example)
1.  ‘Professional tagline’
LinkedIn Confidential ©2013 All Rights Reserved 53
Creating Compelling Profiles (Dan Swift example)
1.  ‘Professional tagline’
2.  Professional, high resolution, large photo
LinkedIn Confidential ©2013 All Rights Reserved 54
Creating Compelling Profiles (Dan Swift example)
1.  ‘Professional tagline’
2.  Professional, high resolution, large photo
3.  ‘Summary’ that showcases professional brand and includes contact
information and a call to action
LinkedIn Confidential ©2013 All Rights Reserved 55
Creating Compelling Profiles (Dan Swift example)
1.  ‘Professional tagline’
2.  Professional, high resolution, large photo
3.  ‘Summary’ that showcases professional brand and includes contact
information and a call to action
4.  3 URLs to promote LinkedIn, Sales Navigator, Twitter handle, contact
information, etc.
LinkedIn Confidential ©2013 All Rights Reserved 56
Creating Compelling Profiles (Dan Swift example)
1.  ‘Professional tagline’
2.  Professional, high resolution, large photo
3.  ‘Summary’ that showcases professional brand and includes contact
information and a call to action
4.  3 URLs to promote LinkedIn, Sales Navigator, Twitter handle, contact
information, etc.
5.  2 content uploads in SlideShare linked to profile sharing insight, best
practice, product insights
LinkedIn Confidential ©2013 All Rights Reserved 57
Creating Compelling Profiles (Dan Swift example)
1.  ‘Professional tagline’
2.  Professional, high resolution, large photo
3.  ‘Summary’ that showcases professional brand and includes contact
information and a call to action
4.  3 URLs to promote LinkedIn, Sales Navigator, Twitter handle, contact
information, etc.
5.  2 content uploads in SlideShare linked to profile sharing insight, best
practice, product insights
6.  Past positions in your profile has a brief paragraph(s) about how you
help(ed) customers achieve their goals
LinkedIn Confidential ©2013 All Rights Reserved 58
LinkedIn Confidential ©2013 All Rights Reserved 59
Harnessing the Power of Relationships
Example: Sales Navigator would help John find more
warm introductions at Hasbro
LSS 60©2013 LinkedIn Corporation. All Rights Reserved.
John’s…
Example: Sales Navigator would help John find more
warm introductions at Hasbro
LSS 61©2013 LinkedIn Corporation. All Rights Reserved.
John’s…
1
1st degree
connections at Hasbro:
Example: Sales Navigator would help John find more
warm introductions at Hasbro
LSS 62©2013 LinkedIn Corporation. All Rights Reserved.
John’s…
1
+3
1st degree
connections at Hasbro:
2nd degree
connections at Hasbro
through John’s connections:
Example: Sales Navigator would help John find more
warm introductions at Hasbro
LSS 63©2013 LinkedIn Corporation. All Rights Reserved.
John’s…
1
+3
+10
1st degree
connections at Hasbro:
Teamlink 2nd degree
connections at Hasbro
through current colleagues:
2nd degree
connections at Hasbro
through John’s connections:
Acting as micro-marketers
§  Participate in groups
§  Provide updates
§  Publish content
§  Marketing helps provide information
LinkedIn Confidential ©2013 All Rights Reserved 64
LinkedIn Confidential ©2013 All Rights Reserved 65
LinkedIn Confidential ©2013 All Rights Reserved 66
Smarketing @
LinkedIn
Aligning Marketing & Sales
Crystal Ball – Events Based Marketing
68
•  Implicit
•  Job changes
•  Usage analysis
•  Explicit
•  Downloads
•  Registrations
•  Integrate with CRM
Trigger sales pro’s outreach and campaigns
based upon prospect & customer activities.
Social Selling Index
69
•  Visibility into a company’s
social selling activities
•  Identify opportunities for
improvement
•  Benchmark companies against
peers and competitors
Ranks and tracks company utilization of
LinkedIn as a social selling tool.
Social Proximity Index
70
Assigns new leads and opportunities to sales
professionals based upon their relationships.
Personalizing the Buyer Journey
Ken Krogue – President & Founder
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Forbes: forbes.com/sites/kenkrogue
Blog: kenkrogue.com
Ken Krogue
President
& Founder
Forbes Contributor & #1 Blog
#1 ranked Blog in the world on the
topic of ‘Inside Sales’ and
‘Lead Response Management’
Please join the conversation!
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Forbes.com
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
2.00	
  
2.25	
  
2.50	
  
2.75	
  
3.00	
  
3.25	
  
3.50	
  
3.75	
  
2008	
   2009	
   2010	
   2011	
   2012	
  
Millions	
  
Source: 2009 infoUSA/MIT Study
Inside Sales Growth
2.7M 2.8M 2.9M
3.4M
0
2
4
6
8
10
12
14
2011 2012 2013 2020
Millions
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
2.00	
  
2.25	
  
2.50	
  
2.75	
  
3.00	
  
3.25	
  
3.50	
  
3.75	
  
2008	
   2009	
   2010	
   2011	
   2012	
  
Millions	
  
Source: 2009 infoUSA/MIT Study
15x
Inside Sales Growth
2.7M 2.8M 2.9M
3.4M
0
2
4
6
8
10
12
14
2011 2012 2013 2020
Millions
300%
Copyright © InsideSales.com Inc. All Rights Reserved
Changing of the guard
Inside Sales vs. Outside Sales
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
46.5%
41.5%
35.3%
20.2%
13.6%
25.2%
0%
20%
40%
60%
80%
100%
Making
Contact with
Leads
Accessing
Decision
Maker in
Company
Knowing who
to Contact and
When
Inaccurate
Lead
Information
Lack of
Product
Knowledge
Other
Top Sales Rep Obstacles
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Top Personalization Obstacles
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Lead Researcher
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Warning
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Anticipate Need
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Dynamic Websites…
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Remarketing Ads
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Alignment
Mat Greenfield
Josh James
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Follow the Reese’s Pieces
Lead them …
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Follow the Pixies
Lead them
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
May I help you?
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Circle of Influence
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Benefit Pyramid
Preservation
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Benefit Pyramid
Pain Avoidance
Preservation
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Benefit Pyramid
Pleasure
Pain Avoidance
Preservation
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Benefit Pyramid
Prestige
Pleasure
Pain Avoidance
Preservation
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Benefit Pyramid
Profits
Prestige
Pleasure
Pain Avoidance
Preservation
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
1.  Salesforce.com User
2.  30+ Seats
3.  Culture of Productivity
4.  High Tech
5.  Sales Mgr or above
6.  VC Backed
7.  Quota/Effort
8.  Inbound
9.  Pain
10. No CTI
11. Min. Custom Objects
12. Regulated
The InsideSales.com Sweet Spot
12 Primary Qualifiers
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Score
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Forecasting
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Sales Rep vs Buyer (50/50)
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Persogenics
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Persogenics - All Employees
0
50
100
0 50 100
Assertiveness
Responsiveness
Ken Krogue
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Persogenics - Sales
0
50
100
0 50 100
Assertiveness
Responsiveness
Sales