strategies for successful account management
TRANSCRIPT
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Strategies for Successful Account Management
Dominic ArchibaldDirector of Product MarketingLinkedIn Sales Solutions
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• Challenges faced by today’s Account Managers
• Advanced LinkedIn strategies
• Do these strategies work?
Today’s Agenda
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A fundamental truth about LinkedIn
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The world’s most powerful Sales lead list
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Conventional Account Management Strategies Are Limiting Growth
Of Sales leaders agree that existing account
management channels meet their cross-selling and account growth targets
28%
Source: CEB
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Relationships are at risk due to turnover
Reps miss growth opportunities when they aren’t hunting
Account Managers struggle to stand out
and add value
Account Managers Are Facing New Challenges
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Of Account Manager reps turn over each year
Of Decision-Makers change roles each year
Role changes put 40% of existing annual revenue at risk!
Source: LinkedIn data
Relationship At Risk Due To Turnover
and
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Average customer bookings are
Source: LinkedIn data
when reps have fewer than 6 people at the account
Reps Miss Growth Opportunities When They Aren’t Hunting
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Account Managers Struggle To Stand Out and Add Value
Source: Walker Info
By 2020
will overtake product and price as the key differentiator in purchase
decisions
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Relationships are at risk due to turnover
Reps miss growth opportunities when they aren’t hunting
Account Managers struggle to stand out
and add value
Advanced Reps Are Using LinkedIn To Overcome These Challenges
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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 Reps Are Using LinkedIn To Overcome These Challenges
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Target and track key contacts to protect
revenue
Advanced Reps Are Using LinkedIn To Overcome These Challenges
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Billions Of Members, Trillions Of Data Points
World’s LargestSocial Network
World’s LargestProfessional Network
World’s LargestMegaphone
ShareIdeas
ProvideUpdates
FollowInfluencers
GetAdvice
LearnSkills
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Top Social Signals for Sellers
The job change The hiring burst New connections
Content shares Social comments
Source: Walker Info
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A Job Change Is A Key Signal
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“I use Sales Navigator to target leads and get triggers based on significant events such as an acquisition or promotion.”
Rick VangrinSales Director
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Solving The Rep Turnover Problem
CRM
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Understand your accounts and identify
all of the buyers
Advanced Reps Are Using LinkedIn To Overcome These Challenges
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Account Planning For Growth
• Company revenue
• Company headcount growth
• Department size and growth
• Technologies used
• And more
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Kaiser YangSVP, Managing Director, Chief Strategist
“Staying focused is important. That’s where having Sales Navigator is so critical: to make sure that you’re focusing on the right priorities, accounts, and contacts. It’s a great tool to zero you in.”
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Target The Full Buying Committee
Buying CommitteesPotential Customers
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Always Be Hunting
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Engage credibly with buyers throughout the
client’s lifecycle
Advanced Reps Are Using LinkedIn To Overcome These Challenges
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Build Trust Throughout The Lifecycle
Sales Pro MutualAcquaintance
Customer
Connection paths
Feedback loops
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Connection Paths
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Feedback Loops
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Deal size liftWin rate liftMore opportunities sourced
Actual Client Results
Source: Actual client CRM data
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Strategies for Successful Account Management
Dominic ArchibaldDirector of Product MarketingLinkedIn Sales Solutions