Using LinkedIn to Generate Sales Leads

LinkedIn for Lead
Generation
Seven Steps to Sales

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amy@k2-gc.com All Rights Reserved
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Your Speaker

Amy Kenigsberg
Principal Consultant
K2 Global Communications
Int’l +972 9 794 1681
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K2 Global Communications
• PR and marcom for Israeli and US companies in the global market
• Bottom-line focus
• Experience introducing new technologies in specialized markets
• Local availability with global reach
• Clients in security, software, pricing analytics, cloud, telecom,
acoustics, storage...

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LinkedIn experts
are EVERYWHERE
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RESULTS
•$1.5 million sales lead
•Speaking opportunity in
front of Israeli Sales &
Marketing Leaders
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Case Study 1: $1.5 million sales lead
• Joined a very targeted group: Telematics
• Followed discussions
• Commented at every opportunity
• Questions about component interaction
• K2 crafted answers with client and posted
• After a few weeks of participation, a buyer came directly to K2.
• Based on our interaction within the group, our client’s product addressed
what he wanted. He asked us to forward an initial order of 30,000 units, a
$1.5 million order, with significant ongoing revenue.

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Case Study 2: How I got here today
• K2 uses LinkedIn as a critical relationship-building tool for networking on its own behalf.
Our target audiences are CEOs and VPs of sales and marketing.
• Noam & Ayelet frequently post in the groups promoting Israeli tech and sales &
marketing, with their content focused on increasing sales.
• Our philosophy is that public relations and marketing communications must be geared
toward lead generation.
• First we requested a link.
• Afterward, we sent an introductory email suggesting the idea of mutual cooperation.
• Based on a subsequent discussion, K2 was invited to put together a three-speaker event
about using different tools for lead generation, which is why Rebecca, Lori and I are here
today.
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What’s in it for you?
Step-by-Step Method to Use
LinkedIn to Generate Sales
Leads

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Methodology for Success
1) Get your house in order
2) Align your outreach to your sales goals
3) Research & eavesdrop
4) Plan
5) Participate
6) Reach out to individuals
7) Start your own group

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1.

Get Your
House in
Order
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TARGETED Key messages
• Who are your customers?
• Challenges & needs
• What’s in it for them?

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Customers
• CIOs who buy efficiency software
v.
• CIOs of companies with between 150-950 employees who need to
streamline IT operations to reduce fixed and variable costs

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What’s in it for me?
• Our software leverages the latest algorithms to ensure your system
runs smoothly
v.
• ABC’s solution reduces processing time, increasing the efficiency of
existing hardware and software, reducing your fixed and variable
costs.

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2. Align outreach to
your sales goals

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• Geography
• Type of business
• Role within the organization
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Be Specific: My goals for Q2 2012
• Increase sales in the UK
• Identify software integration partners
• Meet with six CTOs at organizations
with more than 250 employees
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3. Research
& Eavesdrop

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Take Your TIME
• LISTEN
• Find out what matters to them
• Determine what topics interest them
• Figure out how you can add to the
conversation

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Three Conversations from
a LinkedIn Group(BestPracticesforISV)

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4. Plan

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Within your organization (not just
sales)
• Divide the relevant groups among your critical team members
• Show how this is worthwhile to secure their buy-in
• Include every customer-facing individual, from inside sales to sales
engineers
• Update everyone’s individual profiles to reflect the corporate goals
• Review their job description and skill set
• Ensure that they feature your company’s key messages, as it relates to
their specific role
Int’l +972 9 794 1681
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Within LinkedIn
• Plan discussions within the LinkedIn groups to initiate,
based on the trends and tones you are seeing by
eavesdropping
• Write “neutral” comments that establish you as an expert
(without direct selling)
• Plan four relevant surveys you can launch each quarter
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Discussion Planning
• Publicizing Software as a Service monitoring solution
• Relevant discussions/surveys:
• Who pays for SaaS solutions? (Divisions, departments, IT)
• Who is the gatekeeper for adopting an SaaS?
• How many employees are using SaaS as part of their daily jobs? Roles?
• Do you think transferring from in-house IT to SaaS has been good for
morale?
• We had a client solve this problem by…
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Aditi is a Platform-as-a-Service solution provider

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5. Participate

• Offer objective comments where appropriate
• Initiate a new discussion every week or two
• Post relevant materials that would be of interest to the group

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www.k2-gc.com

6. Reach out to individuals
• Thought leaders v. your potential customers
• Ask to link (nothing else)
• AFTER they have accepted your link, send a follow-up message – via LinkedIn
• From our experience after 7 years of “cold emailing,” prospects are more
likely to open LinkedIn messages than emails from people they don’t know
personally
• Content should simply introduce who you are and focus on THEIR challenges
• Request a call – suggest specific times /dates
• FOLLOW-UP

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Reaching Out – The Good, Bad & Ugly
• Joe,
• I’ve been reading your posts lately, and you keep bringing up the fact that
your company isn’t aware of what is and isn’t on the cloud and what can be
tracked. We have done extensive research in this area, and we may be able
to help.
• Joe,
• We have a technology that tracks cloud usage. It’s in beta, and we’d like to
invite you to participate.
• Joe,
• Call me. We sell a cloud tracking product.

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7. Start Your Own Group *

*Make sure you have a company page to back it up

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Questions?
Before we discuss the other social
media channels

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• Dell has made more than $10 million
• Build brand and share valuable
industry knowledge
• Find balance between blatant self-
promotion and sharing information
• MANAGE the process – Use
HootSuite or something similar

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Google+, Facebook & B-to-B
• MUST haves – Like a business card or website used to be
• Invite your employees/customers to Like
• Synch all material across sites
• Keep it human
• Post photos of employees
• Not a significant source of B-to-B sales leads

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Questions?
For Amy, Rebecca, Lori, Noam?

Int’l +972 9 794 1681
www.k2-gc.com

Using LinkedIn to Generate Sales Leads

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