Creating pipeline and growing a business is dependent on building relationships with key executives. But how do you do that effectively and stand out from the noise? In this presentation, you'll learn: – 3 creative ways to crack the code to establishing long-lasting relationships with executives: – Get creative and show up like no one else – Create personalized and relevant content that resonates with executives – Quickly establish yourself as a thought-leader to capture the minds of your buyers – Gain the trust of the C-Suite so that selling is easy

2. This webinar is being
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HOUSEKEEPING

3. 1. Create personalized and relevant
content that resonates with executives
2. Leveraging social so that selling is easy
3. Quickly establish yourself as a
thought-leader to capture the minds of
your buyers
AGENDA

4. CREATING PERSONAL AND
RELEVANT CONTENT

5. “ “75% of executives will read
unsolicited marketing materials
that contain ideas that might be
relevant to their business.”25%
Yes
No
IN AN ITSMA SURVEY
75%

6. “ IN AN ITSMA SURVEY
“92% of executives will pay attention
to these marketing materials
even if they were from solution
providers you had not previously
done business with.”
8%
Yes
No
92%

7. PERSONALIZED CONTENT
● “The Spectrum”
● Entitlements
● Content Hubs
● Personalized Video

8. WHITEPAPER for 3M’s CMO

9. EXEC PRESENTATION for SFDC

10. THE $1M QUESTION
“How do you balance
personalization & volume?”

11. CONTENT PERSONALIZATION SPECTRUM

12. Tier 1 Tier 2 Tier 3
Traditional
Demand Gen
CONTENT PERSONALIZATION SPECTRUM

13. ACCOUNT ENTITLEMENT
Tier 1 Tier 2 Tier 3
10s 100s 1,000s
eBooks 50%–100%
Personalized
10/80/10
Personalized
Customized
Direct Mail Up to $1,000 Up to $500 Up to $150
Workshops Exec. Runs Dir. Runs No
Ads
Micro-targeted &
ABM
ABM Ad segments
www.engagio.com/entitlements

14. MICRO-SITE & CONTENT HUBS
Micro-Sites & Content
Hubs for Target Accounts

15. CUSTOMIZE THE EXPERIENCE
• Curate content
• Custom sub-domain or sub-directory
• Example:
– salesforce.engagio.com
– engagio.com/salesforce

16. CONTENT HUB EXAMPLE

17. ABM GUIDE EXAMPLE

18. HOW REPS LEVERAGE HUBS/STREAMS

19. 1-TO-MANY PERSONALIZED VIDEO

20. HYPER PERSONALIZATION
75%
As close to real
human interaction
that you can get.

21. 1-TO-1 VIDEO

22. CONTENT “JUST FOR YOU”
For a single account or single person
• Presentation
• Whitepaper
• Webinar
• eBook
• Report
• Etc.

23. LEVERAGING SOCIAL
SO SELLING IS EASY

24. ADVANCED LINKEDIN TACTICS
1. Boolean Search
2. Extensions
3. Voice Message

25. FIRST, THE OBVIOUS
● Social selling is a misnomer
● DON’T LEAD WITH A PITCH!
● Customize your connection request
● Don’t tag 100 people in a post

26. THE POWER OF BOOLEAN SEARCH
OR: Return results with either the 1st or 2nd keyword. Example: “VP of marketing” OR “Vice President of Marketing”
AND: Return results that include all terms in the query: Example: “Facebook” AND “Google”
“ ”: Return an exact match for that string. Example: “Sales consultant”
NOT: Remove results containing that term. Example: Google NOT Analytics
( ): Operators in the command will be executed before the ones outside the command:
Example: “Sales Manager” AND (Google OR Yahoo)

27. EXTENSIONS FOR QUICK ACTION

28. LINKEDIN VOICE MESSAGE
1st connections
Group messages

29. BECOMING A
THOUGHT LEADER

30. MODERN THOUGHT LEADERSHIP
Blogs
Social posts
Podcasts

31. BLOGS ARE TABLE TAKES
Here are some different ways to
think about it:
• Placed blogs
• Guest blog
• Skyscraper content
• Just damn good content

32. BE SOCIAL

33. ELEMENTS OF GOOD POSTS
• Stories with an emotional hook
• Challenge weakly-held beliefs
• Data driven, research pieces

34. • Long content wins
• Killer lead sentence
• Use whitespace
• Timing matters
• Captions on videos
• Text to pair with videos
TOP POSTIONG TIPS

35. POSTCASTS ARE THE NEW BLOGS
You’re the expert!

37. WANT MORE?
The Clear & Complete
Guide to ABM,
2nd Edition
www.engagio.com/guide

38. THANK YOU!
brandon@engagio.com
linkedin.com/in/brandonredlinger
@brandon_lee_09