Account based marketing (ABM) focuses on the committee of buyers or decision makers within your target accounts. However, this is only one side of a successful ABM plan. The other side of a strong ABM plan mandates social selling and a strong alignment within the sales and marketing leadership teams. Learn how successful Marketing teams can reach buying committees with relevant, targeted content and Sales teams can identify decision-makers with lead recommendations to uncover influencers at target accounts. Get practical advice for achieving success with ABM and social selling strategies that pave the way for prospects to become customers. Delivered at Hubspot's Inbound 2018.

1. LINKEDIN ON LINKEDIN:
HOW TO COMBINE ACCOUNT
BASED MARKETING &
SOCIAL SELLING
T Y H E A T H
G L O B A L L E A D ,
M A R K E T
D E V E L O P M E N T

2. 1. Explore insights on sales & marketing alignment
2. Create effective content for ABM & social selling
3. Get focused strategies to engage prospects
AGENDA

3. ABM
MSO
LET’S SET THE RECORD
STRAIGHT ON A FEW THINGS…

4. 3:19 PM (1 hour ago)
mers saying? It’s
sk, because I was
es of case…
Telesales
REPLY
Mark Marketing 3:19 PM (1 h
Re: Enterprise Telesales
Mark Marketing 3:19 PM (1 ho
“Why SolarSlash uses our produ
and why you should too.” I want
share another case study on…
Re: Enterprise Telesales
RE
ark Marketing 3:19 PM (1 hour ago)
ink deep down you’re not running
m me, Steve, you’re running from
e: Enterprise Telesales
Mark Marketing 3:19 PM
Is this week better for a cha
available any day of the we
time. Seriously.
Re: Enterprise Telesa
ting 3:19 PM (1 hour ago)
rise Telesales
Mark Marketing 3:19 PM (1 hour ago)
You’re making the biggest mistake of
your life, Steve. Can’t you see our paths
were meant to cross? It’s a…
Re: Enterprise Telesales
REPLYrketing 3:19 PM (1 hour ago)
mething I said? Look, Steve,
e something wrong here you
me know, before…
erprise Telesales
REPLY
ng 3:19 PM (1 hour ago)
at I’m mad, Steve. I
stand why you’re
an opportunity to…
se Telesales
REPLY
Mark Marketing 3:19 PM (1 hour ago)
Just 10 minutes of your time! That’s
all I need to show you the incredible
enterprise-grade power of our…
Re: Enterprise Telesales
REPLY
Mark Marketing 3:19 PM (1 hour ago)
You’re making the biggest mistake of
Re: Enterprise Telesales
eting 3:19 PM (1 hour ago)
r customers saying? It’s
ould ask, because I was
g a series of case…
prise Telesales
REPLY
Mark Marketing 3:19 PM (1 hour ago)
All I wanted was 10 minutes of your
time. But you were too good for me,
right, Steve? We mustn't disturb Mr...
Re: Enterprise Telesales
REPLY
Mark Marketing 3:19 PM (1 hour ago)
I think deep down you’re not running
from me, Steve, you’re running from
yourself. Just let me…
Re: Enterprise Telesales
REPLY

5. Sarah Sales
Missed Call
5:44 PM
Sarah Sales
Missed Call
5:52PM
Sarah Sales
Missed Call
6:01 PM
Sarah Sales
Missed Call
6:09 PM
Sarah Sales
Missed Call
6:16 PM
Sarah Sales
Missed Call
6:18 PM

6. WE EXPECT PERSONALIZED
ENGAGEMENT. YES, EVEN IN B2B

7. SALES & MARKETING ARE WORKING IN PARALLEL,
NOT IN COLLABORATION
Sales and Marketing
“Alignment”
Sales Pipeline
Marketing Funnel

8. SALES & MARKETING ARE USING
DIFFERENT DATA SETS
Marketing automation
Marketing view
Sales automation
Sales view

9. COMPANY XYZ NOT REACHING 77% OF
EXECUTIVE RELATIONSHIPS
Members reached
by Marketing
5.8M+
23%
Of sales relationships
have been influenced by
Marketing
190K+
Connections with
Sales Professionals

10. COMPANY XYZ NOT REACHING 77% OF
EXECUTIVE RELATIONSHIPS
Members reached
by Marketing
5.8M+
23%
Of sales relationships
have been influenced by
Marketing
190K+
New Connections to
your
Sales Professionals
16.5K
Sales Navigator Saved
Leads (Biz Dev, IT,
Research)
Leads nurtured by
Sponsored Content
9%

11. IN AN IDEAL WORLD, YOU HAVE 100%
AUDIENCE ALIGNMENT
Members reached
by Marketing
5.8M+
Leads nurtured by
Sponsored Content
9%
16.5K
Sales Navigator Saved
Leads (Biz Dev, IT,
Research)
Marketing Engagement Sales Engagement

12. SALES & MARKETING ARE VIEWING OPPORTUNITY
THROUGH DIFFERENT LENSES
High
Low
High
Untapped Audience
Low Marketing influence
and low Sales activity
Warm Audience
Sales to connect with
nurtured prospects
Sweet Spot
Sales & Marketing efforts
are aligned
Missed Opportunity
Sales operating without
Marketing support
Marketing Engagement (%)
Sales Engagement (%)

13. Marketing Engagement (%)
Sales Engagement (%)
250 5 10
2
4
6
8
2015
Affluent
Millennials
IT DM
Manager+
IT DM
Manager+ Affluent
Millennials
BDMs
[Director+]
Affluent
Millennials
IT DM
Manager+
Circle size denotes Target
Audience size
Company XYZ
Peer Average
Peer Leader
THE MOST ALIGNED COMPANIES
LEAD THE MARKET

14. Faster 3 year
revenue growth
24% 26% 36% 38%
Source: Wheelhouse Advisors
Faster 3 year margin
growth
Higher customer
retention
Higher win rates
IMPACT OF ALIGNMENT: 208% MORE
REVENUE CONTRIBUTED BY MARKETING

15. FIT
Build a unified
customer view for
stronger alignment
INTENT
Learn about your
audience and
constantly iterate
on approach
ENGAGE
Invest in process
orchestration to
facilitate
engagement
IT’S TIME FOR A NEW APPROACH

16. Artificial Intelligence
Engagement
Machine Learning
Malware
Phishing
Security Hacker
Risk Management
0 1400400 1000
TRENDING CONTENTWEBSITE DEMOGRAPHICS
THE FIRST STEP TOWARDS NETFLIX LEVEL
PERSONALIZATION STARTS WITH DATA
FIT

17. Frame stories in terms
of value delivered.
VALUE THOUGHT LEADERSHIP
Map the ecosystem to
show who is engaged.
FOCUS ON BUYER COMMITTEE
Package up insights on
the key accounts.
TALK TO SALES
Test and optimize your
marketing program.
ALWAYS BE OPTIMIZING
Deliver your content in a
range of formats
DIVERSIFY YOUR FORMATS
Deliver meaningful
engagement.
KNOW THE JOURNEY
6 PRO-TIPS FOR CREATING
EFFECTIVE MSO CONTENT

18. Sales Navigator account &
contact targeting
Nurture your sales organization’s
high-value accounts and leads
Coming in 2019
UPCOMING RELEASE
FIT

19. 5
Engage: saved accounts and
leads with LinkedIn ad products
Sales saves an Account...
Karen, join FixDex forum to be
part of a community for business.
Identify: Save high-value leads
and accounts in Sales Navigator
Integrate: Review saved accounts
and leads in Campaign Manager
SALES & MARKETING COLLABORATE
TO ENGAGE HIGH VALUE LEADS
FIT

20. +20% InMail Response Rate
+196% Company Page Views
+94% Seller Profile Views
Results based on ~61 pilot accounts running campaigns
SALES NAVIGATOR CONTACT TARGETING
PILOT DELIVERED STRONG RESULTS
FIT

21. CREATE A SYSTEM FOR
CONSISTENT LEARNING
Awareness
Education
Close
Account
Propensity
Modeling
Territory
Planning
Account
Planning
ABM Planning
Proof
Marketing
+
Sales
INTENT

22. Contacts Accounts
PROPENSITY MODELS DRIVE
FOCUS & PERFORMANCE
INTENT

23. USE AI TO LEARN MORE ABOUT
ACCOUNTS & BUYING COMMITTEE
INTENT

24. RECEIVE SALES ALERTS WHEN
LEADS SHOW INTEREST
INTENT
Sales Alerts
Get notified when leads show
interest.
Coming 2019
UPCOMING RELEASE

25. USE AI TO LEARN MORE ABOUT
ACCOUNTS & BUYING COMMITTEE
INTENT
New Account Pages
Determine if an account is relevant
by reviewing insights about the
company, leads, connections &
news.
RECENTLY RELEASED

26. USE AI TO LEARN MORE ABOUT
MEMBERS OF THE BUYING COMMITTEE
INTENT
New Lead Pages
A redesigned lead summary
with highlights and other
relevant leads.
RECENTLY RELEASED

27. RECENTLY RELEASED
Leverage sales + marketing
data, with LinkedIn’s
member-generated data, to
find decision makers in your
accounts
Sales Navigator Deals
INTENT

28. RECENTLY RELEASED
Leverage sales + marketing
data, with LinkedIn’s
member-generated data, to
find decision makers in your
accounts
Deals & Sales
Navigator Buyer’s
Circle
INTENT

29. Target “buyer groups”, measure
account readiness and purchase
intent, model campaign results
based on CRM data, and more
Coming 2019
Improved Marketing & Sales
Orchestration Tools
UPCOMING RELEASE
Marketing
IT
Legal
Finance
Engineering
Product
INTENT

30. REVIEW SIGNALS TO
PRIORITIZE ACCOUNTS
INTENT
Target “buyer groups”,
measure account
readiness and purchase
intent, model campaign
results based on CRM
data, and more
Coming 2019
Improved MSO tools
UPCOMING RELEASE
Buyer intent signals like connection
density, heat & affinity

31. 12%
20% 22%
41%
51% 53%
10
20
30
40
50
60
Have similar skills Follow the same group Worked at the same
company
Attend the same school Common connections Attend the same school
at the same time
(%)
CONNECTIONS DRIVE DECISION MAKER
ACCEPTANCE RATE ENGAGEMENT

32. ENGAGEMENTGIVE EMPLOYEES CONTENT TO
ENGAGE NETWORKS WITH ELEVATE
100
Employee
Shares
96
Profile
Views
48
Company
Page Views
48
Job Views
16
Company
Page
Followers
32
New
Connections
LinkedIn Elevate 10x your reach

33. SHOW VALUE BY ENGAGING
IN A MEANINGFUL WAY
NEWS
INMAIL
UPDATES
SHARES
ENGAGEMENT

34. POINTDRIVE: STAY ENGAGED
MORE EFFICIENTLY
Build & share content with
customers thru lifecycle
Get alerted when
content is viewed
ENGAGEMENT

35. 3
8
18 24
6 4
22 1 2
9
21
15
52
6
130
73
205 267
312
1,496
1,875
914
2,098
733
6,166
4,346
1
10
100
1,000
10,000
Sep-17 Dec-17 Mar-18 Jun-18
Sales&MarketingActivity
Sales Activity Marketing Clicks Marketing Impressions
Marketing has been nurturing
on LinkedIn prior to sales outreach
Company leverages Sales Navigator to target, understand, and
engage key client contacts. Aligned marketing & sales support
takes deal through close and beyond.
Overall, there were 300 marketing impressions for every sales activity
$2M Deal
Closed
ALIGNMENT LED TO INCREASE IN
ENGAGEMENT RATES OF 40% Q/Q

36. LINKEDIN TOOLS INTEGRATE WITH
YOUR TEAM’S WORKFLOW

37. SHOW VALUE BY ENGAGING
IN A MEANINGFUL WAY
FIT
Build a unified
customer view for
stronger alignment
INTENT
Learn about your
audience and
constantly iterate
on approach
ENGAGE
Invest in process
orchestration to
facilitate
engagement