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#ArtCon14, @ArtesianS
Connections2014#ArtCon14, @ArtesianS
Proprietary & Confidential ©2014 Artesian Solutions Limited
2 Some Housekeeping
• Your Badges• Hash Tag #ArtCon14• Social Seller Experts• Book a GNU (Artesian Guru)
#ArtCon14, @ArtesianS
3 Agenda
Proprietary & Confidential ©2014 Artesian Solutions Limited
2pm – 4pm • Welcome (Andrew Yates, CEO)• What’s new? (Mike Blackadder, COO / Sam
Bessant)• Future Vision (Rich Clark, VP Product
Management)• Customer Panel (Andy Sadler, VP Sales)• Networking Break
#ArtCon14, @ArtesianS
4 Agenda
Proprietary & Confidential ©2014 Artesian Solutions Limited
4.10 – 5.10pm Breakout Sessions
Power User Stream• Artesian Best Practices• Get to Know: Top 5
Techniques• Social Seller First Steps
Social Seller Stream• Why Social Selling?• “The Game” of Social
Selling• Finding new ways to lead
5.10pm Networking Break / drinks#ArtCon14, @ArtesianS
5 Agenda
Proprietary & Confidential ©2014 Artesian Solutions Limited
5.30pm – 6.30pm Keynote Speech
Will Carling OBE Rugby Legend, Media Star and Business Owner
6.30pm – 6.45pm Final Words and Close
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6 Our theme is Connection – what is a connection?
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7 But hopefully not these kind…
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8 Let’s go back to 1974….
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9 There were multiple formats
Multiple formats• Periodicals• Directories• Telephone Books• Trade Journals• Yearbooks #ArtCon14, @ArtesianS
10 And multiple sources
Multiple Sources• Extel• Jordans • Moodie• Cardiff Registry • Kelly’s #ArtCon14, @ArtesianS
11 Fast forward to 2014
Market Sector Data(Historical & Forecast)
People & Contact Data
News & Social Media
Corporate Data
#ArtCon14, @ArtesianS
12 Thank you
#ArtCon14, @ArtesianS
Proprietary & Confidential ©2014 Artesian Solutions Limited
13 And you guys are busy…..
2006-2009 2010 2011 2012 2013 2014
631,961Companies Followed89%
Average User Interaction
8.5 million actionable insights served each month
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Proprietary & Confidential ©2014 Artesian Solutions Limited
#ArtCon14, @ArtesianS
And Forrester Research asked 319 Executive Buyers015
must do better…Source: Forrester Research May 29th 2014
#ArtCon14, @ArtesianS
Proprietary & Confidential ©2014 Artesian Solutions Limited
16 We asked 18,000 leaders – do your sellers spend enough time researching?
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Proprietary & Confidential ©2014 Artesian Solutions Limited
17 The Insight Paradox
Faster, better access to more up to date information means less time will need to be spent researching …
which is great but….
…how can we do more things with the insights we have?
#ArtCon14, @ArtesianS
18 Your usage patterns shown us the area for improvement
37%
49%
#ArtCon14, @ArtesianS
Proprietary & Confidential ©2014 Artesian Solutions Limited
19 So we have created the next big idea for Artesian users
Target More Effectively Use insights to focus on the right things
Listen and ConnectFocus on the customers agenda
Share and CollaborateRoutinely use social techniques to build customer centered relationships
#ArtCon14, @ArtesianS
Proprietary & Confidential ©2014 Artesian Solutions Limited
20 So today I hope you will….
Hear from - Your peers, other Artesian users and how they are connecting with
their customers- Artesian leadership team - product management on how we are
finding new ways to help us all connect- Sales leadership– our customers and our own team- The Artesian Customer Success team on new ways to connect and
share with one another
#ArtCon14, @ArtesianS
Proprietary & Confidential ©2014 Artesian Solutions Limited
21 Over to Mike
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#ArtCon14, @ArtesianS
Connections2014#ArtCon14, @ArtesianS
#ArtCon14, @ArtesianS
Cast your mind back to 2010….Proprietary & Confidential ©2014 Artesian Solutions Limited
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Proprietary & Confidential ©2014 Artesian Solutions Limited
24 Artesianv1
#ArtCon14, @ArtesianS
Artesianv2
Proprietary & Confidential ©2014 Artesian Solutions Limited
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#ArtCon14, @ArtesianS
Proprietary & Confidential ©2014 Artesian Solutions Limited
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Company Search
Company Community
Shared Watchlists
Social Gestures
Twitter, LinkedIn,
Blogs
Improve Your Results
Alerts, Bookmarks
Watchlists, Taxonomies
Email Action Centre
Corporate Profiling,
Inc. Credit Scores
Contact Profiling
Market News
Company Highlights
Page
Social Seller Score
Trending
Prospector Preview
Company Brief
Shareholder Data
User Setup Wizard
Basic Corporate / People Data
Integrated Help /
Training
Companies House
Documents
#ArtCon14, @ArtesianS
Proprietary & Confidential ©2014 Artesian Solutions Limited
Three highlights from the last 3 monthsTrendingSocial Seller ScoreOut of the box experience
#ArtCon14, @ArtesianS
Proprietary & Confidential ©2014 Artesian Solutions Limited
Three highlights from the next 3 months - (Winter 2014 Release)
HotnessProprietary & Confidential ©2014 Artesian Solutions Limited
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#ArtCon14, @ArtesianS
Bulk search and followProprietary & Confidential ©2014 Artesian Solutions Limited
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#ArtCon14, @ArtesianS
And finally…
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#ArtCon14, @ArtesianS
Connections2014#ArtCon14, @ArtesianS
Proprietary & Confidential ©2014 Artesian Solutions Limited
Dale RobertsVP Professional [email protected]@decisionhacker
The Social Selling Impetus
Buyers
Transaction High Touch
Buyers want little
interaction
Buyers want advice and guidance
Buyers
Transaction High Touch
Buyers want little
interaction
Buyers want advice and guidance
Marketing LedAdvertising, Campaigns,
Creative, Digital, Direct
Sales LedSales, Content,
References, Expertise
Scale Engagement
Business Imperative
The prevailing theme for business growth for the next decade (Paul Greenberg)Number One Strategic Digital Priority for Senior Executive (McKinsey, 2013)Primary driver of growth (BlueWolf)No 1 Priority for the CEO (IBM)
Engaging with the High Touch Customer
High Value Customers
Highly Personalised
Greater Value Expected Pre-Sale
Needs 1 to 1
Relationship
Requires Sales and Marketing
Collaboration
CustomersWant to Be(and feel)
Listened To
High Touch Customers• Knotty, nuanced or nascent need• Prolonged recognition of needs• Education throughout• Many (very different) potential solutions• Highly Competitive • Trust, longer, deeper relationship• Driven by the Connected Business Buyer
Business Buyers are Informed
For every 1 piece of content sales or marketing place in their hands
They will find 3 more for themselvesSource: Forrester
Business Buyers are Connected
Buyers in every industry, B2B, B2C research an average of 10.4 sources
before purchaseSource: Brian Solis
Business Buyers are Social
75% of B2B Buyers use social media to make purchasing decision
Source: IDC Social Buying Meets Social Selling, 2014
57%Of the buying decision is complete before a customer even calls a supplier
Source: Corporate Executive Board. The Digital Evolution in B2B Marketing
80% 20%
Thinking of a typical meeting with a vendor sales team or person how would you characterise their agenda in your
interactions
About the Seller About the Buyer
Source: Forrester, Global Executive Buyer Insight Online Survey
Business Buyers Are Not Satisfied with Sellers
Engagement and Trust
Source: Edelman Trust Barometer 2014
WHAT SOCIAL SELLERS DO
Social Sellers054
ConnectFocus on the customers agenda
ShareRoutinely use insights to build customer centered relationships. Open with colleagues
Target More Effectively Use insights to focus on the right things
55 Target • Listen and Learn• Build a network• Drive referrals and introductions• Leads through transparent buyer needs
• Create and maintain portfolio (watch lists)• Follow companies• Filter for relevance (Topic filters)• Listen every day (Alerts)• Laser focused prospect lists (Prospector)• Refine the results (Improve my results)
56 Connect• Research and Relate • Understand their business• Look for social signals• Build relationship through affinity
• Beyond Alerts• Research company and people• Markets• Explore insights (Click through)• Organise insights (bookmarks)
57 Share• Engage and Contribute• Establish presence• Create awareness • Build trust and credibility
• Email, Post and Tweet• Other Sharing (bookmarks and briefs)• Sharing themes (market news)• Collaborate around accounts (share)• Sharing watchlists
58 Social Selling ROI
400%Increase in Sales
IBM reported a 4x increase in sales in the first quarter
of a social selling pilotSource: IBM
45%More Opportunities
Social Selling leaders create 45% more opportunities
per quarterSource: LinkedIN
15%Higher Customer Retention
15% Higher Customer Retention
Source: Aberdeen
31%Higher Quota Attainment
31% Higher Quota Attainment
Source: Aberdeen
Takeaway Board
Systems of;• Scale for transactional customers• Engagement for high touch customersBusiness buyers;• Are better informed, better connected and … • … half way through their decision• Expect to be understood, expect deeper engagementSocial sellers• Are targeting, connecting and sharing• Are seeing success in a time of change
Thank You
Dale RobertsW: artesiansolutions.comE: [email protected]: @decisionhackerL: http://uk.linkedin.com/in/dalesroberts/
Connections2014#ArtCon14, @ArtesianS
Proprietary & Confidential ©2014 Artesian Solutions Limited
62 Power User – Best Practices Stream
Looking beyond the emailMike Blackadder
Top 5 Most asked questionsMerridee Arthur
Social Seller First StepsDale Roberts
#ArtCon14, @ArtesianS
Mike BlackadderCOO and Head of Customer [email protected]
Looking beyond the email
#ArtCon14, @ArtesianS
Proprietary & Confidential ©2014 Artesian Solutions Limited
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#ArtCon14, @ArtesianS
Proprietary & Confidential ©2014 Artesian Solutions Limited
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Silence
Not Relevant to me
Noise
Three Turn-offs
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Relevance usually boils down to this
News Volume
Organisations
Value of News
Large(fewer)
Small Tiny
Value of non-news information- Company Data- Market news- Social
Medium
Volume/Value
#ArtCon14, @ArtesianS
Proprietary & Confidential ©2014 Artesian Solutions Limited
67 Too little news ( Red Companies)
Turn filters off!(or select ALL topics)
Check name
Ecosystem?
Proprietary & Confidential ©2014 Artesian Solutions Limited
68 “I am getting too much news” OR“What I’m seeing isn’t relevant enough”
Filters
Improve My Results
Think laterally!- Subsidiaries- Divisions
Proprietary & Confidential ©2014 Artesian Solutions Limited
69 “Super High Profile” - Top 40 UK companies - We may have done the work for you
Proprietary & Confidential ©2014 Artesian Solutions Limited
70 What we do for Super High Profile companies
Pre-built watchlists:1. Business Units 2. Potential Competitors3. Roles
Ask via#ArtCon14, @ArtesianS
Proprietary & Confidential ©2014 Artesian Solutions Limited
And Finally….
#ArtCon14, @ArtesianS
Proprietary & Confidential ©2014 Artesian Solutions Limited
72 It’s not all about the news!
Think beyond the email…
Company Page - rich in data and information
Markets
#ArtCon14, @ArtesianS
Connections2014#ArtCon14, @ArtesianS
Sharing Lists
Proprietary & Confidential ©2014 Artesian Solutions Limited
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Did you know you can share your Watchlist with a colleague?
Why would you share a Watchlist?
How do I do it?
#ArtCon14, @ArtesianS
My portfolio has changed, what can I do?
Proprietary & Confidential ©2014 Artesian Solutions Limited
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Is someone taking over your accounts?
Are you getting them from someone else?
Quick profile set up with new accounts
How do I do it?
#ArtCon14, @ArtesianS
Collaborating and Manager View
Proprietary & Confidential ©2014 Artesian Solutions Limited
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Do you work as part of a team and need visibility over everyone’s companies?
Are you a Manager and want to see what companies your team are following?
Is there a list of common companies that could be shared across the team?
How do I do it?
#ArtCon14, @ArtesianS
Portfolio Alignment
Proprietary & Confidential ©2014 Artesian Solutions Limited
2Account/Relationship Manager Business Development Manager
Hot Prospects Know lots to close
the deal
Warm Prospects Know some to have regular engagement
Cold Prospects Pick 1-2 key triggers that would prompt initial engagement
Broad Filters
Select Filters
Key Filters
At Risk/High TouchKeep a close eye on, several engagements
Strategic Accounts Cross sell/Up sell track eco-system
Large/Low TouchKey triggers or large events. Track eco-
system
#ArtCon14, @ArtesianS
Finding the relevant companies to follow
Proprietary & Confidential ©2014 Artesian Solutions Limited
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Search for a Company by name or Companies House ID
Which one to choose?
What are suggested companies?
What do I do if I cant find it?
My company has an overseas parent, can I add it?
#ArtCon14, @ArtesianS
Connections2014#ArtCon14, @ArtesianS
Proprietary & Confidential ©2014 Artesian Solutions Limited
Dale RobertsVP Professional [email protected]@decisionhacker
Social Seller, Seven Habits, First Steps
#ArtCon14, @ArtesianS
Business Imperative
The prevailing theme for business growth for the next decade (Paul Greenberg)Number One Strategic Digital Priority for Senior Executive (McKinsey, 2013)Primary driver of growth (BlueWolf)No 1 Priority for the CEO (IBM)
#ArtCon14, @ArtesianS
Seven Habits
Habit #1 Be Proactive.Habit #2 Build a Network Habit #3 Listen Habit #4 Become a Brand Habit #5 Practice 360o Networking Habit #6 Nurture your Network Habit #7 Be in Service to Your Customers
#ArtCon14, @ArtesianS
Habit #4 Become a Brand
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Reasons Not To Build a Personal Brand
1. I don’t have the time2. It is not important3. I don’t know how4. I don’t see the value5. I’m too old
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Everyone Should Have a Personal Brand
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People Trust People87
Proprietary & Confidential ©2014 Artesian Solutions Limited
#ArtCon14, @ArtesianS
Your Profile
Picture
One Chance to Create a
First Impression
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So Perhaps A Little Closer89
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Perhaps A Little More Professional90
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Perhaps without the car …91
…Oh and err without the helmet
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Perhaps Just Not92
(Yes, all genuine LinkedIn Pictures) #ArtCon14, @ArtesianS
Top Photo Blunders
1. With your four legged friend (Only If you are a veterinarian)2. A group shot (Save Where’s Wally for your Kids)3. A photo of your baby (we’re thrilled but it doesn’t belong on LI)4. An old photo (Really, you look distinguished)5. On the Beach (Match.com maybe, LI definitely not)6. Wedding Photo (So it’s taken by a pro - it doesn’t make it professional)7. Pixelated or Stretched (Save it for the funhouse mirrors)8. Too serious (Show some vital signs, not a wide eyed vacant sign)9. An avatar or caricature (Only if you really are a superhero or cartoon)10. Your product or company logo (People want to connect to YOU)
#ArtCon14, @ArtesianS
Top 10 Photo Blunders #194
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Your Social Profile
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The Perfect Summary Checklist
1. Never leave it blank. It’s your elevator pitch2. Your value to your customers. Not your job title.3. Be bold, be brief, be gone. Keep it short4. Keep it professional5. But not dull6. Use a conversational tone7. Showcase yourself8. Convey energy and passion9. Use the right (key)words10. The worse place for typos
Profile Picture TwitterI don’t care
I am a fake account
I really don’t understand this Twitter
thingy
#ArtCon14, @ArtesianS
Personal Branding Twitter Bio99
#ArtCon14, @ArtesianS
Twitter Bio DNA100100
What you do
What you will share
Personality
VP Professional Services, Author
Social Selling, Big Data, Gamification
Hobbies, humour
Twitter Bio Generator
Proprietary & Confidential ©2014 Artesian Solutions Limited
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Personal Branding Twitter102
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Personal Branding Twitter103
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Twitter Listener104
Follow • Regulators• Industry publications• Thought leaders• Market leading companies
#ArtCon14, @ArtesianS
1. Email signature2. Business cards3. Other public profiles
Add Your Social Profiles to
1. Email signature2. Business cards3. Cross link on other profiles4. Presentations
Personal Branding is More than a Profile and a Picture106
Those characteristics that make you unique and how you communicate that to the world. The objective of personal branding is professional success and is directly linked to the success of the company we serve
– Dan Schawbel
“#ArtCon14, @ArtesianS
Reasons to Communicate
#ArtCon14, @ArtesianS
Engagement Channels108 Blogs and Other ContentNo identification (Reputation)
Linked InIdentified Contacts (Nurturing)
Email, DirectActive Contacts (Engaging)
TwitterLoose Connection (Prospecting)
Artesian Social Gestures
Use Social Signals
1. Build eminence and reputation2. Prospect3. Nurture4. Engage an active customer5. Stay top of mind when a campaign is long or delayed6. Use insights to drive next action instead of chasing
#ArtCon14, @ArtesianS
Brand Building in Artesian
1. Be Trustworthy. Read the insight rather than blind share2. Be Human. Change default and template text3. Play the long game not quarter end panic. Use Artesian to
build reputation, prospect, nurture as well as engage4. Give to get. Be generous in your sharing, use market
insights. What do you know about your customers customers?
#ArtCon14, @ArtesianS
Thank You
Dale RobertsW: artesiansolutions.comE: [email protected]: @decisionhackerL: http://uk.linkedin.com/in/dalesroberts/
Connections2014#ArtCon14, @ArtesianS