Modern Marketing & Sales: Best Practices for Talent Acquisition Leaders | Talent Connect Vegas 2013

Mike Derezin Sales

Best Practices of Modern Sales and Marketing for Talent Acquisition

Brendan BrowneRecruiting

Francois Dufour Marketing

Recruiters are Sales &

Marketing Professionals

@frfrdufour

Transformation

Discovery PreferenceConsideration Transaction

@frfrdufour

The quality & accessibility of quality content is exploding

@frfrdufour

70%

* Source: Sirius Decisions

The buyer’s journey is 70% complete by the time a sales person is contacted *


@frfrdufour

What does that mean

for Talent Acquisition?

@frfrdufour

When they go through their discovery

journey, will top candidates prefer you

or your competitors?

@frfrdufour

Best Practices of Marketing & Sales3

Best Practice #1

Segmentation

Best Practice #2

Content Marketing

Best Practice #3

Warm’em up

@frfrdufour

Segmentation

Be ultra-relevant to your core-target audience Spend your time on the right prospects

Best Practice #1

@frfrdufour

Segment your Market

1Segment

2Segment

3Segment

4Segment

@frfrdufour

Segment your Market

1Segment

2Segment

3Segment

4Segment

Your target

@frfrdufour

Persona: character representing a group’s needs & behaviors

Put a human face on your target

Get your team on the same page

Inform content & comms plans

Product Marketing Manager

Java Engineer

Sales Manager

@frfrdufour

Profile your best customer / candidate

1Segment

2Segment

3Segment

4Segment

your sweet spot

@frfrdufour

Stacey Sales Manager

“I share industry best practices to drive real

impact for my customers.”

Stacey Uchida Vice President, Sales

Current

North WidgetsEducation

Michigan State University

Case studies, Analyst briefings In-person demo

In person conferences Blog posts & Videos

How she researches a new role:

Content type:

Content format: Former managers Peers Industry Analysts

Influencers of her career decisions:

LinkedIn (Influencers & groups) Facebook Social Selling Conferences Sales Insider

Where she hangs out:

Build her skillset. Help customers succeed

Become youngest ever VP of Sales at LinkedIn

Miss quarterly quota Not meet her customers’ expectations

Drivers

Goal:

Motivators:

Fears:

We focus at account level and consider “how big?” & “how likely?”

Size of PrizeHow Big?

Temperature How Likely?

Low

High

High

@mikedfresh

We focus at account level and consider “how big?” & “how likely?”



Low

High

High

Tele-Sales

“Red Carpet” Nurture

Build Awareness

Marketing Sales

@mikedfresh

We also leverage the social graph on LinkedIn to assign the socially connected rep to every single account

@mikedfresh

Content MarketingInform or Entertain rather than advertise

Best Practice #2

@frfrdufour

Audiences can filter out the

authentic from the inauthentic.

– Jeff Weiner, CEO, LinkedIn.

@frfrdufour

@frfrdufour

Content Marketing is Everywhere

@frfrdufour

@frfrdufour

Relevant TimelyAuthentic

3 golden rules of Content Marketing

Worth Sharing@frfrdufour

Create content nurturing your full candidate journey

What does this company dothat is unique?

Videos Blog Exec interviews

Discovery PreferenceConsideration

@frfrdufour


Why should I be interested? What

opportunity for me?

Job description Product demos


@frfrdufour


Why is it right for my career?

Employee reviews Manager’s profile Customer testimonials


@frfrdufour

Most of this content already exists

@frfrdufour

Sales Reps are turning into mini-marketers

Content Marketing is critical for Sales Reps too Drivers of sales reps out performance

Uses Social Media as Critical Channel1

2 Leads with Insight

@mikedfresh

Resume to Reputation

Leading with Insights

Warm’em upNurture prospects “down the funnel”

Always go in warm

Best Practice #3

12

3Use content that

resonates with her

Industrialize your

nurturing

Profile your target “persona”

@frfrdufour

Instrument your funnel for effective nurturing


30% 10%

10 days 15 days 5 days@frfrdufour

Instrument to measure and execute

Align various teams Prioritize & classify your prospects

Understand your performance & forecast better

@frfrdufour

What signals to use to tailor your content?


@frfrdufour

Started following your company



@frfrdufour

Replied to

InMail


Applied for a job


@frfrdufour

Right content, right channel, right timing


@frfrdufour

Following your company

Answered InMail Applied for a job

Con

tent

Thought leadership Job description Recent coverage

Cha

nnel

Status Updates InMail Direct mail

Sig

nal

Holy Grail of Marketing

Send the right content at the right time, to the right prospects, at scale

@frfrdufour

No one likes it cold

Social Selling Evolution Doesn’t happen overnight

@mikedfresh

Social Selling takes you from Serendipity to Science

Serendipity Science

vs.

@mikedfresh

Warm introductions work

Series1

X%

Win rate when reps go

in cold

Win rate when reps go in warm

X% + 63%X

What it means for the TA organization

Embrace and Change

or Be Obsolete

@LinkedinCareers

Segmentation#1

@LinkedinCareers

Understand the “Addressable Market” Mindset

@LinkedinCareers

In Sales and Marketing

Low

High

High

Tele-Sales

“Red Carpet”Nurture

Build Awareness



@LinkedinCareers

In Recruiting

QualityWho has expertise in skills we need?

Temperature Which prospects are most likely engage?

Low

High

High

Tele-Sales


Build Awareness

@LinkedinCareers

In Recruiting



Low

High

High

Tele-Sales


Build Awareness

1:Many 1:1

@LinkedinCareers

In Recruiting



Low

High

High

Tele-Sales


Build Awareness

1:1 Approach Direct outreach via a

recruiter or hiring manager Contact via a connected LI

employee [Inside opinion]

1:Many Approach Persona-based targeting Content strategy Sponsored & follower updates

@LinkedinCareers

We are marketers#2

@LinkedinCareers

Marketing throughout full candidates journey

Research Warm UpTargeting Outreach

Targeting OutreachYESTERDAY

@LinkedinCareers

TODAY

P.O.P. Profile Optimization Project

Before

After

P.O.P. Profile Optimization Project

New professional photo

Summary section with rich media

New headline

Increased reach

Built out work history with rich media

Added Volunteers & Causes Section

Added additional skills

Rich media in Education section

Social Recruiting#3

@LinkedinCareers

“Connectedness” Matters…

@LinkedinCareers

Who You Need on Your Team

Peter R Data and Insights Ninja

Skills

SQL, Hadoop, R, Excel, TableauEmily BOnline Marketing and Demand Gen

Skills

Marketing Automation, Email Marketing

Scott AContent and Social Strategist

Skills

SEO Copywriting, Blogging, Content Planning

Liz WProgram Manager

Skills

Analysis, Online Marketing, SEM

Today is YOUR lucky day!

@LinkedinCareers

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Transcript of Modern Marketing & Sales: Best Practices for Talent Acquisition Leaders | Talent Connect Vegas 2013