The document outlines challenges faced by producers in client retention and growth, emphasizing the need for effective relationship management and the use of LinkedIn strategies. It highlights the importance of identifying key stakeholders, adapting to job changes within decision-makers, and leveraging social media for building connections and acquiring new business. Notably, the survey data indicates that a strong presence on LinkedIn can significantly enhance sales success and client engagement.

1. Diane Guganig
Account Executive 4, LinkedIn Sales Solutions
Strategies for Successful
Client Retention & Growth

2. Today’s
agenda
Challenges Faced by Today’s Producers
Advanced LinkedIn Strategies
Real Results

3. The Challenges

4. 1. Identifying key
stakeholders is a
challenge
2. Producers miss growth
opportunities
3. Relationships stagnate
and are not as stable
Relationship Managers Are Facing New Challenges

5. Of Decision-Makers
in buying process
Number of Stakeholders is Higher Than Ever

6. Of prospects purchase from
the first seller to connect with them
Producers Miss Growth Opportunities When Not Hunting

7. Job Volatility is Increasing
Of Decision-Makers change
roles each year
Of Account Managers
turn over each year
Nearly
* Role changes put almost 40% of existing annual revenue at risk!
AND

8. Leverage Social to Scale

9. The Putnam Social Advisor Survey, 2016, Putnam Investments
Relationships Matter
Of B2B customers are more likely
to choose a vendor if the sales rep
builds a relationship with other
stakeholders at the company
Lift in win-rate
Sales professionals connected with
6+ connections are likely to see

10. The Putnam Social Advisor Survey, 2016, Putnam Investments
Financial Services Utilizes Social Media
Of advisors are using
social media for
business
Of “social advisors”
gained new business
Median asset gain
attributed to
social media use

11. LinkedIn remains
the primary network
for advisors
The Putnam Social Advisor Survey, 2016, Putnam Investments
LinkedIn is the Primary Network for Financial Services

12. The World’s Most Powerful Lead List

13. Use the Power of LinkedIn
to Advance your Business

14. Target and track key
contacts to protect
revenue
Understand your
accounts and identify all
of the buyers
Engage credibly with
buyers throughout the
client’s lifecycle
Advanced Producers are Using LinkedIn
to Overcome Challenges

15. Target and track key
contacts to protect
revenue
Advanced Producers are Using LinkedIn
to Overcome Challenges

16. Buying CommitteesPotential Customers
Target the Full Buying Committee

17. the right buyers
and companies
Target

18. Always Be Building Relationships

19. Find the
Right People
Build & save lists with
‘Lead Builder’

20. Target and track key
contacts to protect
revenue
Understand your
accounts and identify
all of the buyers
Engage credibly with
buyers throughout the
client’s lifecycle
Advanced Producers are Using LinkedIn
to Overcome Challenges

21. The job change Executive Changes New connections
News article
mentions
Networks
Source:
Top Social Signals

22. A Job Change is a Key Signal

23. “If a financial advisor is using Sales
Navigator, they’ll see when a life event has
happened—a change in jobs, etc—and be
able to reach out at the right time with the
right message, instead of waiting for that
client to reach out to them.”
Chris Diskin
VP Digital Marketing, Wells Fargo

24. Executive Changes Signal Prime Opportunity to Engage

25. News Article Mentions

26. Connection Paths

27. Target and track key
contacts to protect
revenue
Understand your
accounts and identify all
of the buyers
Engage credibly with
buyers throughout the
client’s lifecycle
Advanced Producers are Using LinkedIn
to Overcome Challenges

28. 81%
71%
59%
46%
14%
Key Engagement Attributes
% of B2B buyers are more likely to engage if the sales professional....
Sales professional's company is well-known
Mentions specific information relevant to your current job
Mention a common colleague that they both know
Mention a common friend that you both know
Mention a common hobby or interest you both share

29. Sharing as a Sales Tactic
Buyers chose the vendor who provided
the best mix of content for each stage of
their purchasing process

30. Engage buyers with personalized outreach

31. Builder Experience Final Presentation
Feedback Loops

32. The Results

33. The Putnam Social Advisor Survey, 2016, Putnam Investments
LinkedIn Use Yields Significant Benefits
Of Producers reported
social media helped
acquire new business in
a significant way
(wins from $1M – $5M+)
Attracted new
clients directly
through LinkedIn
Improved referrals by
opening a door that had
otherwise been closed
through LinkedIn

34. Source: Actual client
Actual Client Results: Wells Fargo

35. “We launched a Sales Navigator pilot program
with our next generation advisors and saw
immediate success. The group outperformed
our target goals across the board and has
acquired 24 new clients so far.”
Chris Diskin
VP, Digital Marketing, Wells Fargo Advisors

36. Q & A