Artesian Connections 2014

#ArtCon14, @ArtesianS

Connections2014#ArtCon14, @ArtesianS

2 Some Housekeeping

• Your Badges• Hash Tag #ArtCon14• Social Seller Experts• Book a GNU (Artesian Guru)

3 Agenda

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

4 Agenda

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

5.30pm – 6.30pm Keynote Speech

Will Carling OBE Rugby Legend, Media Star and Business Owner

6.30pm – 6.45pm Final Words and Close

6 Our theme is Connection – what is a connection?

7 But hopefully not these kind…

8 Let’s go back to 1974….

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

12 Thank you

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

And Forrester Research asked 319 Executive Buyers015

must do better…Source: Forrester Research May 29th 2014

16 We asked 18,000 leaders – do your sellers spend enough time researching?

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?

18 Your usage patterns shown us the area for improvement

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

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

21 Over to Mike

24 Artesianv1

Artesianv2

Company Search

Company Community

Shared Watchlists

Social Gestures

Twitter, LinkedIn,

Improve Your Results

Alerts, Bookmarks

Watchlists, Taxonomies

Email Action Centre

Corporate Profiling,

Inc. Credit Scores

Contact Profiling

Market News

Company Highlights

Social Seller Score

Trending

Prospector Preview

Company Brief

Shareholder Data

User Setup Wizard

Basic Corporate / People Data

Integrated Help /

Training

Companies House

Documents

Three highlights from the last 3 monthsTrendingSocial Seller ScoreOut of the box experience

Three highlights from the next 3 months - (Winter 2014 Release)

And finally…

Dale RobertsVP Professional Servicesdale.roberts@artesiansolutions.com@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: dale.roberts@artesiansolutions.comT: @decisionhackerL: http://uk.linkedin.com/in/dalesroberts/

62 Power User – Best Practices Stream

Looking beyond the emailMike Blackadder

Top 5 Most asked questionsMerridee Arthur

Social Seller First StepsDale Roberts

Mike BlackadderCOO and Head of Customer Successmike.blackadder@Artesiansolutions.com

Looking beyond the email

Silence

Not Relevant to me

Three Turn-offs

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

67 Too little news ( Red Companies)

Turn filters off!(or select ALL topics)

Check name

Ecosystem?

68 “I am getting too much news” OR“What I’m seeing isn’t relevant enough”

Filters

Improve My Results

Think laterally!- Subsidiaries- Divisions

69 “Super High Profile” - Top 40 UK companies - We may have done the work for you

70 What we do for Super High Profile companies

Pre-built watchlists:1. Business Units 2. Potential Competitors3. Roles

Ask via#ArtCon14, @ArtesianS

And Finally….

72 It’s not all about the news!

Think beyond the email…

Company Page - rich in data and information

Markets

Kellie LucasCustomer Success ManagerKellie.lucas@artesiansolutions.com

Artesian Top 5 Techniques

Sharing Lists

Did you know you can share your Watchlist with a colleague?

Why would you share a Watchlist?

How do I do it?

My portfolio has changed, what can I do?

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?

Collaborating and Manager View

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?

Portfolio Alignment

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

Finding the relevant companies to follow

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?

Dale RobertsVP Professional Servicesdale.roberts@artesiansolutions.com@decisionhacker

Social Seller, Seven Habits, First Steps

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)

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

Habit #4 Become a Brand

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

Everyone Should Have a Personal Brand

People Trust People87

Your Profile

Picture

One Chance to Create a

First Impression

So Perhaps A Little Closer89

Perhaps A Little More Professional90

Perhaps without the car …91

…Oh and err without the helmet

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)

Top 10 Photo Blunders #194

Your Social Profile

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

Personal Branding Twitter Bio99

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

Personal Branding Twitter102

Personal Branding Twitter103

Twitter Listener104

Follow • Regulators• Industry publications• Thought leaders• Market leading companies

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

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

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?

Thank You

Dale RobertsW: artesiansolutions.comE: dale.roberts@artesiansolutions.comT: @decisionhackerL: http://uk.linkedin.com/in/dalesroberts/

Artesian Connections 2014

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