The document provides marketing tactics that a company called Gyro recommends companies deploy to engage with sales teams during a crisis. It outlines three tactics: 1) weekly commentary emails that provide industry news from the company's perspective, 2) a social selling kit to help remote sales staff connect via social media, and 3) an ABM kit to target key accounts through customized outreach. The goal is to fuel conversations, empower engagement through new channels, and improve account targeting while in-person interactions are difficult.

1. KEEPING UP
ENGAGEMENT IN
A CRISIS
WITH YOUR SALES TEAM
PREPARED BY GYRO ©2020
FULL SERVICE B2B AGENCY
SINGAPORE | SYDNEY | HONG KONG

3. THE FEELINGS THAT MOVE
BUSINESS DECISIONS FORWARD
Some of the most successful individuals and
businesses in modern times are those who have
turned a crisis into a catalyst for change.
This ability to thrive when others panic has
become so well recognised that Nassim
Nicholas Taleb defined the term “Antifragile” in
his 2012 book by the same title; in which he
explored individuals and businesses just like this
— those that seem to benefit from disorder:
random acts, volatile times, and the unknown.
And while it may seem easier for an individual
to adapt to a changing situation than an entire
organisation, it doesn’t mean yours shouldn’t
have a plan to do so.
Which is why in this document we’ve compiled
some of gyro’s most effective short-, medium-,
and long-term marketing tactics; to help you
fuel conversations with meaningful content,
empower engagement through new channels,
and improve the accuracy of account targeting.
Because today — more than ever — no-one can
afford to let a slow-down turn into inertia.
Rhys Taylor
Regional Head of Strategy, Asia Pacific
March 2020

4. gyro:changeeverything.©2019gyro:APAC4
TACTICS YOU CAN DEPLOY
YOUR VIEW ON THE NEWS
WEEKLY COMMENTARY EMAILS
Keeping on top of the movements in your industry is
usually a given in your sales team. Why not embrace
this, and use it as communications channel? We’ll create
a curated summary of the weekly news, and craft it from
your sales team’s individual perspective – keeping the
engagement with their prospect’s frequent and relevant
KEEP THINGS SOCIAL
SOCIAL SELLING KIT
With so many people working remotely, there’s no
better time to utilise social media – and connect with
prospects one-on-one. Our Social Media starter kit will
arm your sales team with what they need to keep the
conversation following
SPEAK TO THE VIPs
ABM KIT.
Face-to-face networking is going to be difficult for a
while, so utilising digital to hone in on your top tier
prospects will help bridge that gap and build up a
dialogue. Our ABM starter kit will give your Sales Teams
what they need to contact their top accounts.
[QUICK TO DEPLOY]
.
[MEDIUM EFFORT]
.
[LONGER TERM]
.

5. gyro:changeeverything.©2019gyro:APAC5
EMAIL
What’s involved: With all eyes on the global disruption and threat to the economy, your
clients will want to feel reassured that you as a business are abreast of the flux. Having a
strong perspective and positive outlook will help your team stay one-step ahead of the
change.
How it works: gyro will curate the latest news relevant to your business and create a
perspective from your sales team that positions you as thought leaders in these times. We’ll
create an email that has a short synopsis and link to the news itself.
What’s included:
• Branded email template
• Content sourcing (from pre-vetted sources)
• Copy writing of the summary – from your perspective
• Sending to your sales team, in a format they can edit and send personally
YOUR VIEW ON THE NEWS

6. gyro:changeeverything.©2019gyro:APAC6
SOCIAL
SELLING KIT KEEP THINGS SOCIAL
What’s involved: Social channels are becomingly increasingly important in establishing
sustained buyer/seller relationships and having creditability and a steady stream of content
is needed for this. Our Social Selling starter kit gives your sales team the tools and
information they need to build their own profiles and make even more meaningful
relationships.
How it works: We work with you to understand industry relevant topics, they create a
content kit, along with support documents and sessions on how to build their own channels.
Your team is then empowered to use social in the best way possible for their prospecting.
What’s included:
• Content strategy
• Content
• ‘How to build your social foundation’ guides — PDF and via tele-conference
• ‘How to use the content’ guides — PDF and via tele-conference

7. gyro:changeeverything.©2019gyro:APAC7
SPEAK TO THE VIP’SABM KIT
What’s involved: Businesses have objectives, but so do individuals. And it’s these people
with their own triggers and interests who make up the decision-making group. Approaching
them as individuals and at group level creates a ground swell of awareness and interest.
How it works: We create tailored contact strategies for your key accounts; down to the
individual. We research what makes them tick and the best way to engage, then develop an
outreach program to target them at multiple touchpoints.
What’s included:
• Detailed research and mapping of decision-making unit
• Data purchase (if required)
• Contact strategy
• Tailored content
• Targeted media buy (if required)
• Launch and reporting
*Data purchase not included

8. LAURA BELL
Managing Director
APAC HQ, Singapore
laura.bell@gyro.com
CHRISTINE MILLS
Business Lead
Sydney, Australia
christine.mills@gyro.com
JOHN IRWIN
Managing Director
Hong Kong
john.irwin@gyro.com
If you’d like to activate any of these tactics or discuss how
gyro could help you further in your B2B marketing, please
contact our country leads..
STAY SAFE