#SalesReboot. 20+ Years in Strategic Sales SVP Sales for KM Met with 100+ Publishers in last 3 years Webinars, Whitepapers, Sales Trainings Background.

A high-performance sales workshop that will arm you for success in the modern media

world.

#SalesReboot

• 20+ Years in Strategic Sales• SVP Sales for KM• Met with 100+ Publishers in

last 3 years• Webinars, Whitepapers,

Sales Trainings

Background

Sales as a Profession

Confidence Survey

1. Are you confident your sales team is up to the challenge of making complex and sophisticated sales?

• Not Very Confident – 14.74%• Somewhat Confident – 64.21%• Very Confident – 21.04%

October 2014

Confidence Survey

2. How would you characterize your sales team’s selling style?

• Transactional/Legacy (selling products) – 51.76%• Consultative/multi-channel approach (selling

audience) – 48.24%

October 2014

Confidence Survey

3. How effective is your ad sales team at leveraging your brands’ audiences across multiple channels?

• Not Very Effective – 13.68%• Somewhat Effective – 66.32%• Very Effective – 20.00%

October 2014

• Data is not a 4 letter word• Data as differentiation• Competitive Positioning

Key points

Publisher Data

VS.

Inverted logic

Curse of “Media Kit” Selling

Product

Frequency

Rates

Size

Q. If {YOUR CO} decided not to produce a 2016 Media Kit, it would be like…A. A blessing from GodB. An ‘Oh S**T’ moment

Tool or Crutch?

Media Kit as Data Friendly

Audience first company

New Language of Data

OLD NEWRefresh Real-timeBatch BehavioralAudit ContextualSurvey ResponsiveDemographic DynamicSilos IntegratedList Rental Data LicenseReader Response Progressive RegistrationBingo Cards Big DataMedia Kit Integrated Proposal

New Language of SalesOld New

CPM Impressions CPQLList Rentals Targeted CampaignsLeads Lead Nurture ProgramsSingle e-blasts Multi-Channel CampaignsDemographics Engagement ProfileRate Card Integrated ProposalAd Sales Audience MarketingGross Reach Net Audience Segmenting

“Come on pal, tell me something I don’t know.

It’s my birthday, surprise me.”

Are You Interesting?

“Ubiquitous data seeks to be free; exclusive data seeks to be expensive”

Greater cost and quality?

“Smaller the Slice, Higher the Price”

Pre-Call Research

Prospect = Reader?

Website = Topics

You vs. LinkedIn

• LinkedIn = world’s largest professional network• You = {your industry}

largest professional network

Unique Model

• Publisher = Subscriber, Reader, Attendee• LinkedIn = Community, Network• Publisher = Products yield Data• LinkedIn = Data yields Products• Publisher = Protect Data and Audience• LinkedIn = Expose, Aggregate, Inform,

License

• Data is a 4 letter word but not a 4 letter word• It just takes one nugget of

data to make a connection

Key points

What I learned from 300 audience first sales calls!

Ronda HughesUBM Life Sciences

Webinar - TomorrowWednesday, November 171:00 – 1:45 CST

www.knowledgemarketing.com

A high-performance sales workshop that will arm you for success in the modern

media world.

#SalesReboot