A high-performance sales workshop that will arm you for success in the modern media world. #SalesReboo t
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