Sanjana Murali Sanjana owns inbound and branding at Hippo Video. She loves to talk about branding and marketing with videos. She values intelligent conversations more than anything else. An eternal writer, words are her lifeline.

How to Maximize LinkedIn for Enterprise Sales Strategy

46 min read

enterprise sales

Hippo Video partnered with Neal Schaffer for a webinar on, ‘How to Maximize LinkedIn for Enterprise Sales Strategy’ on August 22, 2019 (12 PM, EST).

Key Discussion Points in the Webinar: LinkedIn Enterprise Sales Strategy

  • The Basics on LinkedIn Account Prospecting
  • The Power of LinkedIn Sales Navigator to Help Accelerate Your Social Selling
  • Use Videos in LinkedIn to Deliver Better Experience

Speakers:

Nikhil Premanandan: N.P

Neal Schaffer: N.S

N.P: So, we should see attendees now.
N.S: Yeah. All right, I see them coming in, welcome everybody.

N.P: Hello, welcome everybody, good morning. This is Nikhil here from hippo video and we have Neal Schaffer with us, please type in and chat just to show your support.

N.S: Hey Pedro, good to see you my friend. Good morning… Hey, wherever you are in the world, feel free to let us know where you’re dialing in from. I am dialing in from my home office here in beautiful Irvine California in the heart of Orange County. Pedro from Portugal of course, someday we’re gonna meet in real life my friend, I can’t wait for that.

N.P: Awesome, glad you guys could join the webinar, really excited to have meet with us here. It is not every day that we have, you know a one-on-one with Neal. So, I am very glad that you guys could join in for the session, welcome guys.

N.S: Jennifer, Srilanka another country that’s on my bucket list, thank you for tuning in. Paula from the UK Paula di Giovanni, another familiar name out there in social media, welcome.

N.P: So we have quite a few registrants. Probably in… you know, in the next 5 to 10 minutes, we’ll have a few more registrants joining it. So guys, just to set the tone here; if you have any questions, you have the Q&A right there, just you know type in your questions and we’ll take it up after the afternoon’s session here.

N.S: I’m looking for props in my office here that I can use [laughter]. N.P: [laughter].
N.S: Okay.
N.P: Jennifer. Hi from Nikhil, we are based out of India.

N.S: Hey Nikhil, what part of India are you based out of? Are you in Mumbai?

N.P: Uh… no, we’re based out of Chennai, this is in southern India and it is also known as the SaaS capital of India. So, you know about companies like Zoho, Freshwords? Yeah, so they are all based out of Chennai. So… In fact, I was you know previously employed at Zoho. So, we…

N.S: Yes, yes. N.P: Yeah. N.S: Beautiful.

Tom, you are blocked by LinkedIn for connection requests. Yes, you know there are on my blog: nealschaffer.com there’s a lot of content dealing with sort of LinkedIn restrictions. So, this webinar is not gonna deal with that specifically. I’m gonna be following up with everybody and that’s gonna be a question I want you to pose for me in the email, if we don’t get to it during the webinar so I can respond.

But, this is the problem and why I’m so passionate about best practices for LinkedIn as a tool for enterprise sales strategy is that; if you listen to some gurus, they may lead you down a wrong path of automation, of mass messaging and invites which to LinkedIn looks like spam. And social networks whether it’s LinkedIn or Instagram or Facebook or Twitter, they’re getting very, very good at monitoring and finding people that are too active.

So, we need to do this in moderation. A lot of the major religions of the world teach moderation and I’m a big fan of moderation as well and I’m gonna talk a little bit about how we moderate, what does sort of a daily, a weekly, a monthly routine might look like when we do our prospecting on LinkedIn the right way. So, bear with me and hopefully by the end… but in the meantime, you know when LinkedIn restricts you, you have to sit still for a while, you gotta you know sit on your hands, you have to wait it out, show that you’re a good citizen.

If you’re completely blocked from the platform, you obviously need to create a new profile. Um, there’s… it’s a black-and-white world so I’m really sorry that happened to you, it happens to a lot of people. You’re not the only one but let’s talk about that later. I think we’re 1 minute away.

Hey Jennifer: So, you’ve been in Chennai? You know India, I’ve never been to and one of those other countries in my bucket list that I just never…

N.P: All right.
N.S: Yeah, I’ve been as far as Bahrain in the Middle East, that’s the closest I’ve gotten to India.

N.P: Oh my god, just let us know if you’re if you happen to visit India, we would love to show you around.

N.S: I’d love to get there.

N.P: Yeah, it is actually a very beautiful place right, from the Himalayas to the south of India. So, you have the ice-cool mountains there, you have the desert, you have beautiful beaches. We have everything in just one country, it’s beautiful out there.

N.S: Yeah, I’m a big fan, if you follow me on Instagram, of food and you know my wife will make pizza using naan bread.

N.P: Oh, is it? Wow.
N.S: And it’s wonderful so I’m a big fan of naan. So… but anyway.
N.P: If you can tolerate spiced and yes we have a great spice tool, we can plan that out.

N.S: Yeah, a CEO of a company I worked for back in the day was from Mumbai and he came over to Japan very often where I was head of sales, and he was like; the spices in Indian food they comfort me, they give me energy, they allow me to recharge.

N.P: [laughter].
N.S: [laugher] and from that I’ve become a big fan of spicy food.

N.P: Wow, [laughter]. I’m glad, I mean usually, when I meet people from other countries it takes them some time to get used to Indian spices. So, I’m glad that you know, you already had that in, you already experienced that part of Indian culture really, glad for that.

N.S: All right. So, I know everybody is getting ready… Uh Nikhil I’m gonna let you take it away from here.

N.P: Yeah I’ll do that. So, guys welcome to this first webinar with Hippo Video, we have Neal Schaffer with us. Good morning to everybody who’s logging in from the Americas and a good evening to everybody who’s logging in from the rest of the world.

Let me just quickly share my screen and you know I can take you through the agenda for today, let me just move this aside, all right.

So… yeah, so the agenda for today is very simple; I’ll introduce you to Hippo Video. I promise that it’s not going to be more than you know 5 minutes, just 2 slides and 2 videos. I’ll tell you what Hippo Video offers for your business, I’ll introduce you know the guest for today that’s Neal Schaffer and post the introduction, Neal will take you on a master class on how to close Enterprise deals using LinkedIn and after that, we’ll open it up for Q&A.

So, just to remind you guys, you have a Q&A button at the bottom of your screens, just type in your questions and you know we’ll take that up once Neal completes the session, all right. So, a brief introduction about me; I contribute guest post, I’m a marketer for more than 10 years now. I contribute the guest post at Neal Schafer’s blog, that is nealschafer.com, have contributed to Social Media Examiner and Jeff Bliss blog as well.  Currently I am the head of marketing at Hippo Video.  If you want to know what Hippo Video is, I am just going to explain that now.

Hippo Video is a personalized video distribution platform. What do you mean by personalized video? What we do is we take one single video asset and then we personalize it so that everybody on your email contact list gets unique video experiences from a single video asset. So, what you do is you create unique video experiences by leveraging just one video asset using Hippo Video.

So, currently what we have seen is you know videos are being used in different processors, different functional streams in the industry be it marketing, campaigns, training, customer support as well as enterprise sales and once you create these video assets, you distribute it via blogs, sites, email, landing pages and so and so forth. All these workflows are built inside Hippo Video, I’m not going to show you all the workflows now but we’ll limit it to personalization and Saints. So, I’ll just show you a couple of videos now and after that, I’ll you know take it over to Neal. Let me show you a video on personalized sales video campaign.

This is how you can actually create personalized videos using Hippo Video itself, you can actually change you know the player themes, you can insert merge fields inside the videos to you know add to you know… personalize your videos with first name company name, company logos, even website screenshots. Hippo video is that powerful to create your personalized videos, I will quickly show you another video for you know Gmail personalized for Gmail one to one sales, let me just show that to you guys. Sorry about that.

So, what you just saw was you know creating these short pitch videos that is your intro videos using our Chrome extension itself. Hippo Video has a Chrome extension that you can use to create these videos you know, right from your Gmail itself.  We have contextual experiences built-in you know around the tools or platforms that you already use, these are the integrations that we have already built.

For CRM we have built with Salesforce, HubSpot and Fresh Sales, email services, so we have Outlook and Gmail and for sales outreach, we have integrations with Outreach, Intercom and Major. If you have any questions about you know Hippo Video or how you want to use, how you can use Hippo Videos, just reach out to me on LinkedIn and you know I’ll help you guys with it. So, that’s it about Hippo Video and you know what Hippo Video can do for your business, I’ll move on to the main agenda that is about welcoming Neal Schaffer to our webinar.

A brief introduction about Neal Schaffer, Neal is a globally acclaimed social- media influencer, is a keynote speaker and he actually teaches at universities as well, he has consulted with a number of fortune 50 companies and some of the names include Microsoft, Adobe and Akamai. He has also you know written 3 books on social media and all the 3 books have been international bestsellers and he’s actually releasing his fourth book that is The Business of Influence and that particular book is going to be released early next year.

A few key recognitions that Neal Schaffer has got, I mean the list is actually endless but I’ve just picked 2 here, all right. So, 2 recognitions for newspapers, he’s voted as one of the top10 marketing voices by cma.com and Forbes released a list of social selling influences and his top 5.  That’s it from my side, I’ll actually you know turn it over to Neal.

Welcome, I mean thanks again for joining us on this webinar Neal and you know it is all over to you now let me shot off.

N.S: Yes, thank you so much for the gracious introduction and care, so without further ado, I can get this to work… there we go. So, this is what we are going to be talking about today, you’ll notice the title is slightly different, the content is going to be the same but just like we had that question about someone that was very early on if you didn’t join us, someone was blocked because of too many invitations. I think in order to really leverage the tools that LinkedIn has, you need to really understand how everything fits together. So, that is how I’m gonna start this presentation, I was already introduced if you were to ask me, this is how I would introduce myself.

It’s funny because the book that I’m writing that will be published next year, is called the age of influence and at the heart of it, it is a book on influencer marketing but really what it’s talking about is how every organization and every person needs to become more influential in order to be heard and eventually, in order to have success in social media. And I think the concept is as appropriate for a brand that you know produces cosmetics, that wants to work with an instagramer, as it is with a b2b enterprise sales strategy person who wants to yield more influence in their industry.

So, you might not know this, it’ funny yesterday I got an outreach email about this LinkedIn expert seminar that I’d never heard of a lot of the people so I’m gonna be honest with you, so my journey started. I don’t even know if any of you remember this but I published this book on Lincoln way back in 2009 called windmill Networking Understanding Leveraging and Maximizing LinkedIn. In 2011, I published this book called Maximizing LinkedIn for Sales in Social Media Marketing and this is before we even had the term “social selling”, which I’ll be covering this webinar and then in 2013, I published Maximize your Social which is about social media strategy.

So, I’ve been around the block and I’ve seen LinkedIn evolve and I’ve seen enterprise sales strategist use LinkedIn and social media more and more. We’re at a really, really good time where there’s a lot of great tools that you can use and a lot of great opportunities that I want to help you maximize during this hour-long presentation.  First of all and it’s divided into a few sections and I’d like to take a step back just to make sure we’re all on the same page.

Obviously, when I talk about social selling, it’s all about the sales process, it’s all about you needed to be where your customers are. Yes, not everybody’s on LinkedIn but there’s a heck of a lot of professionals that are on LinkedIn and they use it professionally, you may want to try to friend them on Facebook. And in some countries like Japan, business people prefer to befriend on Facebook but in most other countries outside of Japan, a lot of professionals like to keep Facebook private and LinkedIn for professional.

So, it all comes about you know customers communicate with you very, very differently now and I remember the days before social media when I did sales. I was a b2b sales executive and we literally had to visit the customer if they wanted to find out more information about our solution, we had to demo our embedded software to them back in the day.

Now, what’s happening is that your potential customers are already doing research and whether they want to do business with you and by the time they contact you, this is a number. If you’ve been to any of these sales training, you probably heard this 57% before but there’s an incredible amount of research that’s already being done online before your prospective buyer contacts you and this is the key thing. Not only for you but for your organization as well, you need to be found, you need to be talked about, right. You need to have friends out there that are talking about you and that’s why you really need to be very, very active on the channels in which your customers are on and most definitely LinkedIn is one of them.

Social Selling for maximizing enterprise Sales strategy:

So, I also want to say that you’re not gonna stop everything else you’ve been doing in sales. Just because you’re on LinkedIn, doesn’t mean you’re gonna hit your quota… every quarter, right? So, you know social selling it’s social media as another tool in your toolbox, right? But that tool can help you build pipeline which is going to be the… just what we’re gonna talk about today, it can help you foster relationships this is where the video comes in and can help you close more business faster, but it’s not the only toolbox… it’s not the only tool in your toolbox, okay? Let’s try to remember that and keep it in perspective.

But, when we talk about business and if you’re in b2b sales, if you’re an enterprise sales strategist, you’re not just selling to a person, you’re selling to an organization. And yes, personal relationships are critical. You want to build an ally, you want to build an advocate that’s gonna push your business forward within your client but you’re selling to an organization, one person is not gonna write off on your sale or on the purchase, it’s gonna be several people and that’s why LinkedIn is gonna have you covered. Because as we go higher and higher in an organization to the executives, more and more of them are on LinkedIn and more and more them use it professionally.

LinkedIn really is the ultimate virtual Rolodex to build business relationships globally. No, it doesn’t have 2 billion members whatever Facebook has, it doesn’t even have a billion members like Instagram has but it is very focused on business and that’s why you know b2b sales isn’t always sexy. But, if you’re on LinkedIn, that’s where business gets done and that’s where you have tremendous opportunities. Let’s tune out all the other social media platforms when we talk about sales and when we talk about b2b business.

Now, I’m gonna talk a little bit about what the social selling index is that LinkedIn provides you but those that follow LinkedIn for sales best practices and I’m gonna cover here. LinkedIn has data that says: Hey, these are salespeople earning more opportunities per quota and they’re more likely to make quota per quarter. This hopefully has your ears perked and this is why more organizations are hiring people like me to come in and do social selling training to get all the salespeople on board, it’s an incredible investment.

Now, I’m not gonna talk about everything here but probably you’ve heard about some of these terms and Nikhil I know that you’ve done more than just with video marketing for enterprise sales. So, this is probably gonna make sense for you as well. But, if you really want to do this right, it’s gonna take the organization to get on board. You as an individual salesperson can do things but when your entire organization is on board with this, it becomes extremely powerful. So, what does a social selling program need and I’m gonna be going through some of these in more detail because I think they all built on top of each other.

You have to have a personal brand, you’re not going to be successful in enterprise sales, you’re not gonna stick out, you’re not going to be remembered unless you have that. You need to have online profile development, this is your LinkedIn profile and to give you some tips on that because everything you do on LinkedIn it comes back to your profile, they’re gonna look at your profile and decide do they or do they not want to return your call, your email or your video message.

We’re going to talk about social selling tools, I’m not gonna talk about… and then I know that they exist there’s a number of automated tools out there that promise the world but using these automated tools will get you blocked on LinkedIn. You want to treat LinkedIn as a precious asset, you don’t want to mess around with it. The tools I’m going to be talking about our tools that are provided by LinkedIn itself. So, you can you know feel free and… you know, feel trusted that you’re not going to go the wrong way, you’re not going to get blocked because you use the tools unless you use them the wrong way, which we’re going to talk about as well.

We’re gonna talk about content, content is the fuel, it’s the currency of social media, you cannot be successful without content and I’m gonna explain why as well. Those are the 4 main things we’re gonna go on the prospecting advice is mainly gonna come when I talk about the social selling tools.

Primarily, LinkedIn sales navigator but these other things are important as well and when you have an employee advocacy program, either managed by your marketing, by your internal communications, by your PR, by your HR, by your marketing communications, whoever it is. And when you have alignment between sales and marketing and we’re going to touch upon that and content and then when you have sales enablement, this is a group that provides the training that I’m providing you today, you can see how you as salespeople are going to be equipped for success in social selling.

All right now, I know a lot of you probably already have questions. I urge you to keep chatting up, sending those questions in the chat box. We’re gonna get or maybe it’s the Q&A box, we’re gonna get to those at the very end of this webinar but I want to make sure I have enough time to get through all the content and we don’t let the questions bog us down. I will say Nikhil I know you’re muted right now, if there’s any burning question, I’ll take one now as I take a sip of coffee, otherwise I’m gonna keep going.

N.P: Yeah, you can keep going now Neal. That’s okay, we will keep the questions at the end.

Creating a Personal Brand:

N.S: Beautiful. So, let’s first talk about the branding part your professional brand is not just important for LinkedIn for sales, right. It becomes a living online professional representation of you, so it’s gonna help you grow your network with the right type of people, it allows you to build thought leadership sometimes this thought leadership could be local, it could be based on your industry. And over time, you begin to be seen as a person of authority and I see it happen day in and day out.

I’ll be totally honest with you, I did not do a lot of blogging about influencer marketing before I wrote my book but because I was sharing the fact that I was writing a book on influencer marketing, I was curating a lot of content about influencer marketing and I started blogging about influencer marketing. I have been seen over the last year as an expert in influencer marketing where 2 or 3 years ago, if you would’ve ask who were the experts in space, my name would not have been on there, right.

That’s how it works with social media but the brand is important, it’s not just for your sales, for today, it’s for tomorrow, it should… If you move on to another job, it’s gonna help you there as well, it’s gonna help you throughout your entire life as a salesperson, your network is your strongest asset but your personal brand is probably your second most important asset.

So, when we look at the personal brand, obviously on the left you see my website, on the right, you see my LinkedIn profile, most salespeople do not have their own website and you shouldn’t because your LinkedIn profile becomes your website. If someone wants to get to know more about you in the professional world, the number one place they go to is your profile that’s why you need for your personal branding perspective, you need to consider that your personal profile is your professional website on the Internet.

That’s why it’s important to give it some tender loving care, some TLC, you don’t have to spend an hour, a day on it right, but it’s just a matter of maybe every quarter of going back in and making sure it’s optimized, making sure there’s… if you have any updates, any new content you can upload to it… etc. And I’m going to talk about content later but you know, I like to use the term “you are what you tweet” and like “you are what you eat” right. Meaning that if you’re on LinkedIn and you’re always talking about your ski vacations or you’re always talking about going to the beach, you’re gonna attract people that are interested in skiing or going to the beach. If you’re always talking about a professional subject like leadership, you’re gonna attract people that are interested in leadership.

LinkedIn does have ways to allow you to search for content, there are people that will look at the newsfeed, they’ll see that their connection commented or liked or shared your post and they may decide to follow you or send you a connection request. So, you will attract others based on your content and that’s why I want you to stay very professional. I had another slide here. On LinkedIn over the past few years, we’ve seen a new emergence of a millennial generation that uses LinkedIn very, very different than we did traditionally and I’m not saying that… that’s not a bad thing, right.

All these social platforms evolved and I think it’s great to mix your personal life with your professional life but the more you stay on brand and the more you stay focused on why you’re on LinkedIn in the first place, I think the more effective your personal branding. And therefore, your sales is going to be and at the end of the day you want to create an emotional attachment, right.

If you go to the drugstore, you want to be the Tylenol, you don’t want to be the generic drug, you want people to pay a little bit more for the same ingredients and that’s really the ultimate thing about branding is, it creates an emotional attachment. The first place I’m gonna go and I have a question about a product, I’m gonna contact the salesperson for that product, right . And that’s where are videos so powerful, visuals allow us to create emotional attachments, the video is the ultimate way to do that but visuals do as well.

So, if you’re thinking about how do I create more of an emotional attachment with my customers, obviously it begins with your branding, the content that you publish on LinkedIn which they’re gonna see every now and then but also visuals and really at the top of that are videos. When it comes down to it and you know every one of these sections, I could do an hour webinar on; an hour webinar on personal branding, an hour webinar on LinkedIn for profile development. So, I’m trying to give you the best of the best summary tips in this hour,  I’m sorry if it sounds a little bit rushed but I want to make sure you see the whole picture, right.

So, at the end of the day, right. Neal what does the professional brand look like? Let’s take it from an esoteric level down to the real life, okay. it’s gonna come down to the keywords do you want to be found for, the keywords that you have in your profile and the content you publish. So, it really starts with that branded headline you know what do you do for living? I help… you know, I help CMOS generate maximum ROI from social media, could be one, right? I help my customers develop great ROI from video marketing, it’s an art but you need to find if you’re just saying sales associate Acme company that’s not branded.

No one’s gonna remember you so really want you to think about that exercise of branding and a really good exercise is a look at your competitors, right? Look at their profiles and see what they have in their headline. If you think someone in your industry is doing really good on Linkedin, check out what they’re doing. There’s nothing wrong with that, we like to stay standing on the giants… standing on the shoulders of giants, right?

Learn from them and I think that’s going to help you. We also have a lot of visuals, I mention that visual helps build an emotional attachment, you have a background cover photo, you have your profile photo, you the ability to obviously add images, videos, powerpoints, photos at different sections within your profile and you can publish images as well. We know that photos and videos do very, very well in the LinkedIn algorithm and really you know branding is about 2 things; it’s about showcasing your strengths and this is going to be what you’re talking about the company that you’re selling products for.

But, it’s also about differentiation, what differentiates you and that’s we’re mixing it with that personal content. I think is a very, very positive thing but it’s also your own and your company’s own unique perspective on the market. So, these are things to keep in mind, this is branding as an art, it’s not just looking at a few PowerPoint slides on a free webinar and being able to implement that, right? It’s an art but the more you do it and the more you look around and what others are doing, I think you’ll get better at it but always come back to this advice and I think you’ll be successful with your branding.

LinkedIn Profile Development:

So, we now come to the profile, right? So, we’re branded and part of how to brand ourselves on LinkedIn is actually implementing it within our profile. I just want to say a few things. So, why is a LinkedIn profile so important?

Well, you know it’s important for a lot of reasons but according to LinkedIn and I like to provide as much data as possible here; 49% of buyers research vendors through their LinkedIn profiles.

So, yes there are company pages but a lot of time people go to the search engine, the default results they see are people, right? And 50% of buyers avoid sales professionals with incomplete profiles, if I was to… if I was to send you a cold email, right? If I receive a cold email from the salesperson, the first thing I’m gonna do is I’m gonna go to LinkedIn to look them up and if their profile does not have a photo, they only have a few connections, they don’t have any recommendations; what does that say about them? I’m thinking that maybe it’s a fake profile and it’s not even a real person and it’s some you know, business development outsource companies somewhere in the world that’s automating all these emails to people, right?

There’s a lot of that going out there, there’s a lot of box and fake people on LinkedIn, trust me. So, that’s why it’s important and you know, in social media marketing in general we talked about authenticity. The more authentic you are, the more your brand shines and the greatest way to be authentic on LinkedIn is really to complete your profile. Let people know who you are, what you stand for, where you’ve been and where you’re going.

So, this is the social selling index, it is something that everybody should be able to access for free. Sometimes, LinkedIn changes the link, I’m sorry I didn’t have it, I didn’t confirm this last night when I was putting the slides together but this URL should work and you can find your score. And there are some companies, some aggressive companies that will tie bonuses and you know, perks. They do a gamification with the sales people who can get the top 1%? who can get the highest rank? And really when you start doing all these things that I recommend here, you will get a higher and higher score.Now these are LinkedIn recommendations establishing your brand that’s why I talked about the importance of branding, finding the right people, engaging with insights, building relationships.

Now, this is what LinkedIn does and LinkedIn will tell you, you know; what is establishing your professional brand. It’s completing your profile with the customer mind, becoming a thought leader by publishing meaningful posts, this is content, okay? Finding the right people, identifying better prospects in less time, using effective searching. This is primarily going to be with talking about prospecting on LinkedIn sales navigator.

Engaging, you’re not just publishing and prospecting, you’re actually engaging with other people and this is something that the LinkedIn algorithm looks out as well. Are you engaging with other people? And the more you participates, the more LinkedIn gives you a little bit of love whenever you publish your content as well. Are you building relationships now? This is LinkedIn social selling index, I have my own index.

So, as part of my social selling trainings that I do for clients, I have a LinkedIn profile review and I created this because I thought that the social selling index was not perfect. And in my perfect world, I would be looking at how much visual branding do you have, your text branding, something called contact ability, are you a good networker? Are you publishing? Do you have credibility? And I have a different… these are not equally weighted, some things are weighted greater than others and then I give a 0 to 100 score and now I’m building an index, where I can compare other sales people to other sales people. So, if you’re interested in this, it’s obviously for fee product but you can contact me later… Um, but these are the things I think are necessary.

Now, when I do these audits for clients, I noticed that there are a few things that are underperforming by most salespeople. Hope you’re all still there, one moment please [laughter]. My phone rang and my bluetooth headphone obviously kicked in my iTunes. There we go. Nikhil, can you still hear me? Just want to check in with you, if you could just let me know.

N.P: Yes, yes, yes. We can hear you loud and clear.

N.S: I’m gonna turn my phone in Airport… airplane mode so we don’t have that happen again, very sorry. Ah, technology! When your bluetooth is on your computer and your phone, this is what happens but anyway. So, what I have found in auditing enterprise  sales people’s profiles on LinkedIn, I found that these are the areas that usually lack, these 8, well 10 areas but of the 10 areas, these are the key 8 ones and on the left, I have the important ones. Your professional summary should be personalized, it’s not about a third person cold summary of who you are, it should be personalized to who you are, what you do for living and how you can help people, how you can help other companies.

The second one is current and past company experience, you’re not looking for a job on LinkedIn as a salesperson, you’re trying to show all the different experience you have and all the different touch points you have that a potential client might be interested in. Recommendations are key because they show social proof, they give you credibility and have you… have you published content? Do you have a daily routine or a weekly routine? Where you publish the status update that’s going to be relevant to people in your industry.

Now, the nice-to-haves: a background image on your cover photo that is branded which is nice to have, showing your contact details you’d… there’s a place on your profile where you can have the URL of your company. On your professional summary, you can put your email address or at least you know, a link to a forum. Do you have a personalized URL? It’s not critical but it’s nice. Then, you can share your LinkedIn profile URL very, very easily and you know, it’s not critical but do you have any achievements? Or do you volunteer?

These are things that help paint a very, very complete picture of who you are as a person. And more and more people in business, especially with the millennial generation, they want to relate to you. You want to have more and more relatable elements on your profile, LinkedIn is given you the ability to do this. So, if you have any achievements or volunteer, what do you do outside of work what makes you tick? These are things that I urge you, even if it’s only one or two things to add to your profile, it’s really gonna help your branding.

LinkedIn Tactics: Build Your Network for enterprise selling

So now, we get into the tactics and it’s important that we covered everything until that because if you don’t do that right, you’re gonna be you know, aggressively prospecting, you’re gonna be contacting people and they’re not gonna respond because your profile is incomplete, your branding was off, whatever it is.

So, first of all, there’s one way of prospecting is increasing prospects who become first to reconnections, this is really about building your network, of adding connections because at the heart of it, Linkedln is a database and by building your network, okay? You’re not going to do this with every prospect but there are probably low-hanging prospects that are open networkers that are very active that you can build your network with.

By building your network, you’re gonna build affinity with prospects and what I mean by this is when a prospect looks at your profile, they’re gonna see how many mutual connections do we have, right? Imagine if you have 5 mutual connections with that prospect versus having 15 mutual connections, that’s huge. If you are a salesperson in a certain industry and you don’t have a lot of mutual connections with a buyer, that may be a red flag. That’s why building up a network of connections is really, really important for your prospecting, it’s gonna keep you in better touch with your network, you never know who in your network is gonna go where, they might…

You know, especially if you connect with people that you work with in the past, in the same industry, they might become your buyer tomorrow, right? So, it’s gonna help you keep them in better touch, it’s gonna help you receive introductions from our first degree connections when you prospect and you notice that you have a lot of mutual connections that you can go to, when you find a second degree connection. It’s obviously going to expand your secondary connection, increasing mutual connections with prospects which I talked about and improving the chances of discovering hitting connections.

This is the key thing that as you connect with more and more people and as you prospect, you’re gonna find all these hidden connections that your network has with your prospects. For instance, you may be connected with the CEO of a company I want to sell to, and I may be best friends with the CEO of a company you want to sell to and we only find these hidden connections when we do… When we’re connected and we do in advance people search and we discover them and that’s probably the most powerful functionality that LinkedIn has.

Now, LinkedIn used to be able to show you, they don’t do this anymore. If you have, you know… And I have an open networker, so I have 30,000 connections, you don’t have to be successful or effective on LinkedIn but you know, if everybody out… Let’s say we had 500 people on this webinar if every one of us would connect with each other. If my math is correct, that would give us 25,000 every 250,000 second-degree connections. So, we would all be within 1 phone call, 1 video email 1 LinkedIn message away from giving introduced to 25,000 or 250,000. Um… Yeah, we’ll go with 250,000 but anyway [laughter].

Someone’s going to correct me I know but we… the power is where 1 call away to paraphrase a famous on my Charlie puth [laughter] of being able to contact other people. That’s really powerful, right? The third degree connections, I wouldn’t worry about that, you’re 2 steps away but it’s really being 1 contact away from contacting to remain in touch with 6 million people. From my perspective, it’s very, very powerful.

So, how many connections should you have? Multiply your age by 10, if… and I don’t expect college students to have 200 but as a professional.

Especially if you’re in sales, you’re meeting a ton of people, you just need to get them into your LinkedIn connections, you need to get into a habit when you meet people of connecting with them. Send them connection requests, go back in and look at all the connection requests you’ve received, start proactively reaching out to people because there’s a lot of people, there’s colleagues passing presence, partners, clients, professional associations, networking acquaintances, classmates, friends, family, right? Just by going through all the people you do know, you’re gonna be able to build up those connections very, very quickly.

Now, for those of you who don’t know, you know I will set a rule. So, I also do prospecting on behalf of clients for… my agency does this, right? And we’ll set a rule that says you know, if we’re prospecting and we find a prospect that has a minimum of X number of mutual connections, we will send them a connection request.

So, maybe it’s 5, maybe it’s 25, maybe it’s 50, maybe it’s 100 but don’t be afraid to actually send out a connection request as part of your prospecting, if you have a lot of mutual connections and you could say: “Hey, I see we’re both connected to Jane, you know? Tom and Harry, I used to work with Jane. Tom is a very happy client of mine, Harry is my next-door neighbor, we’d love to connect with you, right?” That sort of personalization and you remember Nikhil talking about a personalized video, it’s all about personalization because there’s too much spam there too many BOTS out there. The more authentic and personalized you make your request, the more successful you’re gonna be. So, let’s continue to go tactical here and I’m gonna take another sip of coffee. Uh Nikhil, if there’s any burning questions or should I keep going?

N.P: Yeah, there are a few questions Neal, I just would like to cover a few. So, an interesting question from an SDR Ashok: What’s the best way to make LinkedIn mail work? I hardly see people reading any of them.

N.S: You hardly see people reading any of them! So, I don’t know what messages you’ve been sending out and I will say that first of all; not everyone on LinkedIn logs in every day, not everyone on LinkedIn has their messages set up so that they receive notifications from them. So, what you’re gonna find in doing prospecting is; not only do you need to find people on LinkedIn, you need to find active people on LinkedIn and this is where we’re gonna get into LinkedIn sales navigator and I’m gonna show you how to do that, right? Because, yes.

You know, not everybody reads your messages but guess what, someone may opt in to your email list from an email marketing perspective, not everybody opens your emails even if they opted in yesterday. We’re all busy, right? So, you have social media, you have search and you have email, there’s no guarantee but messaging on LinkedIn is another powerful feature you can use to try to get to those people.

Getting an introduction from a mutual connection is another tactic, sending them a connection request is another tactic, right? All these things are have different conversion rates and you’re never gonna get a 100% conversion rate of any of this, for the various reasons but hopefully that puts it all and Nikhil, if you want to add any more to that but that’s the way I see it, your sales is a numbers game, right? Just because you call hugger people, you have a 100 deals in your pipeline, your sales manager knows you’re not gonna close on your deals. That’s where you need to look at LinkedIn, that’s why every day you need to contact a certain amount of people so that over time, you start getting those soft conversions.

N.P: Excellent, excellent. Yeah, I totally agree with you Neal on that because it is not just one single strategy, it is a combination of you know, the entire strategy that actually delivers you success. And Linkedin actually, is one of you know the platforms that you need to leverage. Um… just before you resume, can we do another question?

N.S: Absolutely.
N.P: Yeah. So, this question is from Nadine: What about using a company profile page

or should we focus on personal profile? Thanks.

N.S: So, LinkedIn company profiles are managed by a marketing department, right? Personal profiles are managed by people, the LinkedIn company page and I’m gonna get into the reasons a little bit later, does not perform as well as content coming from personal profiles because first of all, if you have a company and you should have a company page.

Don’t get me wrong but in order for your company pays to be successful, you need to do advertising because your prospects are probably not following your company page. Otherwise, they’re already warm leads probably, right? So, it’s really the job of your salespeople to raise brand awareness for your company and at some point, once the salespeople are successful, have prospects in the pipeline.

Yes, the company page is gonna be one thing that these sales that the buyer is gonna check out, they’re gonna check out the company page, they’re gonna check out your website, they’re gonna download any lead magnets you have join, any webinars that you have, it’s all part of the puzzle. So, yes, you should have it but what I’m talking about here; this is very focused on salespeople, not on marketing. If this was a LinkedIn marketing presentation… sorry, we would talk about you know, that employ advocacy piece, we would talk about the company page and that’s a subject for entirely different training that I do provide but today we’re really focusing on LinkedIn for sales. Hopefully, that makes sense.

N.P: So, probably will take the rest of the questions you know, after you’ve completed your session, you can go ahead and continue now.

N.S: Beautiful, we only have 20 minutes left. I want to make sure we save a little bit of time for Q&A. So…

N.P: Exactly, that is the reason, yes.

LinkedIn Tactics: Engagement and Relationship Building

N.S: Right. So, let’s look at the tactics for engagement and relationship building. So up until now, we have connected with people we know and we’re starting to connect with prospects that have a lot of mutual connections. We now need to… and I’m gonna talk about publishing content in the end, we need to engage with their updates because guess what?

Every time you engage when someone is active on LinkedIn and every time you like, comment or share their updates, they get a notification that you’d liked, commented or shared their update. You are staying on their radar, you are maintaining mine share with them and this is something that company pages really can’t… companies really can’t do this it, it comes down to people because company pages cannot engage on LinkedIn like a person can. So, this is where you want to get into a daily habit of engaging with your network updates and then, you might find; hey, someone throws a new job at a new company that might become a new customer of yours, right?

You want to reach out to them: “Hey, I saw you just changed jobs, we’ve worked with a lot of companies like you. We’d love to you know, demo our new product or whatever it is” right? So, this is really a way to maintain mindshare but also to look for opportunities for business, we also have another way of engaging with our network which is endorsing them.

Now, you know endorsement is not a recommendation but it is something that you can do, that sends them a notification that you endorse them, that they might be happy about, right? It’s all about maintaining that mindshare. So, this is another vehicle that we can use.

Another thing we can do as engagement is leave our footprint when viewing profiles, we can do this for prospects as well in fact there are automated tools and I do not recommend you use. But their value is in just visiting a hundred different profiles every day and leaving a footprint that says you visited because a lot of people… Not everybody can see everybody who visited their profile but a lot of people are very interested “Why does this person visit my profile?” And they may end up visiting your profile as a result of that. So, I highly recommend you do this when you’re looking at your competitors profiles, you want to put this in private mode, right?

And this is all in your settings but this is something I highly recommend you do so that once again you’re building mindshare with your prospects and you know, this is… On the flip side, if someone has come to your profile and you see that they’re a second- degree connection, why would you not reach out to them and say: “Hey, I noticed you’ve read my profile”, send them a connection request and say: “Hey, let me know if I can be of any help”. You’re bringing the relationship one step closer, right? So, this is another best practice that I highly recommend you do and yes, I am able to see everybody because I have a premium edition.

My addition is LinkedIn sales navigator, it’s the cheapest things in sales navigator that you can buy but I want to have, that is important business intelligence I want to have, I want to know everybody that comes to my profile and I recommend you do as well. So, now we get into the searching and prospect. I’m sorry, it’s taking so long, hopefully you found a lot of value, this is how we would do it on LinkedIn.

If we were doing it with the free LinkedIn version that everybody has, you would type in a keyword, you would look for people, you would get a bunch of filters that look like this and I’ve tried to sort of shrink them, right? It’s based on primarily location, current company, industry title, okay? with company name schools, there are a few things that we can do here but if you are prospecting on a daily basis, you try to hack and find a routine that saves you a lot of time but it really takes a lot of time.

And once you see… for those of you that have never seen LinkedIn sales navigator and that are not on it. Once you see this, I think you’re gonna see how this is going to allow you to really… you know, do much more, much more effective prospecting in a much smaller amount of time. So now, everything beyond this what you’re gonna see comes from LinkedIn sales navigator.

So at first, what you’re gonna see is a very, very different screen, right? And I’m gonna… I don’t know if I can use a pointer here but if you can see my cursor at the top left here, you see lead results and a count result. So, this is accounts are looking at LinkedIn company pages, leads are looking at LinkedIn personal profiles, you gonna get additional filters, right? You’re gonna get the ability and these are features that LinkedIn used to have for free, that they took out. The ability to save profiles so that you can come back to the ability to tag profiles, remember I mentioned you want to only contact people that are active.

Well, out of 55000 results, 7500 posted on LinkedIn in the past, these are the active ones, these are the people if you target, you’re gonna have a better chance of success. Because the other 47000 haven’t even posted on LinkedIn in the past third, these the people that have changed jobs, this is a trigger event, right? They change jobs, they’re now in my prospect list, these are the people that might be looking for new suppliers, new vendors. So, it gives you this incredible amount of business intelligence, I’m not going to say for free but it’s at your fingertips, you can see how much more effective you can be when you have access to this data.

So, let’s keep going, this is what the lead results looks like, this is what the account results look like, they both give you different filters to help you filter down to what if you have you know a… if you have a system, we have named accounts that you’re trying to target. Obviously, you can focus on only those named accounts, if it’s more prospect based or prospects within elite accounts, it will show you in the lead results.

Let’s take it one step further, what LinkedIn in addition to that allows you to do is establish a sales preferences. So, this is just an example of a screen I created where I focus on companies either in Southern California or in Japan because “Nihongo Hanasemasu”, speak fluent Japanese [laughter]. I’m looking at these industries, if I’m only looking at certain company sizes like I only want to focus on fortune 500 so I can put that in there.

I’m only focusing on these functions and these seniority levels and what I can do is make sure that any search result I get has to match these preferences, I can turn these preferences on or when, I do searches I can turn them off. But you can see this alone, being able to set the parameters for lack of a better word, you’re being able to set the global parameters and it’s going to make every search all the more effective.

Now, we are here looking at account settings, some of the interesting we see here is not only company headcount, which companies have a growing headcount, right? If we sell, let’s say we sell an accounting SAS product. Well, how many people does the accounting department have? and maybe we know that if we focus on companies that have 10 or more people in the accounting department, then we will be a success.

So, we can actually only target people in prospect for companies that have accounting departments that have at least 10 employees, you can see how wild the effect of this sort of prospecting can be. What about technologies? Let’s say we have a java product and we only want to focus on companies that are utilizing java. Well, LinkedIn, I don’t know how accurate this is but we’ll also include technologies, probably they filter LinkedIn profiles for mentions of these keywords and they’ll filter profiles for those technologies that are used.

So, at the end of it, for account search, obviously you probably have a geography; it could be a country, could be a state, could be a city, you have an industry, the department headcount is killer, the company head count annual revenue; if they don’t have a million in annual revenue, they’re not going to be interested in us, and technologies use. These are the key things that I would focus on, if you are using LinkedIn sales navigator.

Now, we also have the lead, so the accounts will then recommend people that we should add as leads, people that we should prospect. Once again, we have a number of profiles that are not available on the free version.

Now you know, I can’t go through all these but we can look at the relevancy, right? We can save these people and we can then search within saved accounts, and we can keep on making sure that our prospects… We can begin with trying to touch those people that post in the last 30 days for instance, we can go by title which I… you know, current title for me is one of the key things that I look at when I do this. But the ability to save leads that come from saved accounts, that come from your sales preferences, means that a lot of the lot of the heavy lifting with prospecting is already done and then we look at the contact ability.

I’m already on our first degree connections but I’m only looking at the first and really second degree connections. Maybe we went to the same school, you never know, I look at alumni. Groups! We don’t really talk about a lot these days of LinkedIn for sales but if they are a member of groups, then that tells how… That confirms affinity that they may have for my product, my industry.

The other things I look at: did they change jobs in the last 90 days? Did they post on LinkedIn the past 30 days? And you know what, do they follow my company? That’s something I could look at a LinkedIn sales navigator that you cannot find in a free version. So, I don’t… you know, I don’t evangelize, LinkedIn does not give me any salary but if you’re in sales and you know, if you’re trying to build a business and build a sales pipeline and generate a six- figure revenue you know, spending potentially a few hundred dollars a year on LinkedIn sales navigator. It’s gonna save you a ton, a ton of time. I cannot emphasize that enough [laughter] and hopefully you’ll see why.

So, when you get to a search result, right? When we get… and this is in the search results screen, we can send them a connection request, if we see there’s a lot of common connections, we can view their profile to validate, potentially ask for an introduction. LinkedIn will also introduce us to more potential leads with sweet spot profiles by viewing similar, we can message them by sending them an inmail, we can add a tag, we could save the profile… you get the picture that it’s gonna make your actions a lot more effective as well.

And once we go to the profile itself, we can add a tag which they do not see obviously, we can see who they report to, we get the contact information. If they’re on Twitter! Awesome, let’s engage on Twitter, it might be easier than LinkedIn, we can add a note “contacted them” and if you send inmails, it’s gonna show up here that you actually sent them an inmail on what date. So, it’ll give you a very good idea as to if you want to contact them again or not.

So, managing the madness, you need to create… it’s all about workflows, you need to create a workflow. There’s going to be initial work, the initial work goes back to your branding, your LinkedIn profile and creating your network but then you want to find initial accounts to prospect and then it’s a daily work, right? you’re gonna filter lead, you’re gonna engage with the age, you’re gonna contact, you’re gonna model or excuse me, prospect changes, trigger events and then every month, maybe you check for new accounts to prospect, right? And this is a recommended workflow, there’s no perfect workflow, you have to internalize it but this is how I would manage the madness and another key thing I want to talk about is engaging.

So, I mentioned if you have first- degree connections, you just look at your network updates, you can engage. What LinkedIn sales navigator allows to do is everybody that you’ve added to your prospect list, if they have an open profile even if they’re a secondary connection, you can like and comment and engage with them. So, you know, recent updates LinkedIn sales navigators automatically telling me these are updates from your prospects, engage with them and it’s gonna make it very easy to allow you to do that and following everything else I talked about.

Publishing Content for Lead Generation:

So, that’s really the key thing when it comes to prospecting but the last piece is publishing content, because publishing content becomes part of your brand and it allows you to scale, because every time you publish content. It’s gonna go out to your network and as you begin to connect with more people, it’s gonna now go out to potential clients.

So, this is me, my sales background, I’m aging myself because you can see the date of this photo but this is me selling semiconductors to consumer electronic manufacturers in China; Rohm Semiconductor, a Japanese company based out of Kyoto, Japan. And this is me and my primarily Chinese staff but when I did sales, right? I realized that in order to get appointments in order for them to get an interest in me, I needed to provide them what in Japanese we call an “Omyage”, an omyage is a souvenir, the souvenir is content.

My clients knew that whenever I came to meet them that they were going to get some unique content, unique information that’s gonna help them do their job better because I was tuned in, right? You as a salespeople are tuned in to your clients, your industry as well. that thing that you can provide, that Golden Nugget is content and you could provide that to them not just when you meet them or when you call them, but on a daily basis with your status updates because without content, you can’t engage in social media.

Content is the Currency of Social Media:

So, content becomes the currency. Now, we earlier on there was a question about LinkedIn company pages, this comes down to something on content marketing, good organizations are marketing departments are generating a lot of content and the number one thing they do to help market that content whether it be blog posts or webinars or white papers, is social media, right?

So, every time you post content to your personal social media channels that comes from your marketing department, you’re helping both your own social, right? But as well as the content marketing issues of your mark, I want you at the end of this presentation to go to your marketing department and say: “Hey, I want to share content on a daily basis”. What do you got? These are the questions that my clients are asking me: Do we have content? Do we have an employer advocacy program? Do we have a tool set up, right?

LinkedIn has a tool called LinkedIn elevate that companies can purchase, that will help you do this but this is how marketing is actually going to help you, when they have the content to provide you. So, when you publish content, you get a little bit of analytics.

So, this is just you know, “Hey, I was featured in Forbes, I got more than 1,000 people looking at this blog part, to this link.” What if this was your company content, right? And look at the people there, it’s IBM, it’s Ernst and Young, Oracle, Deloitte, these are big companies, these are fortune 500s that are consuming my content. Yes, there’s salespeople marketers but there’s CEOs and guess what? I’m in Orange County but the people that are seeing my content are from LA, New York, San Francisco, Boston even London, right? So, whenever you’re post in LinkedIn, you’re reaching a global audience and it’s an influential audience and this is another one that I like to share.

You know, this is the social selling program that I put together for Rutgers University, I said: “Hey who are the authors, speakers, bloggers that you’ve learned from? I want to invite these people to teach”. And this little status update got 22,000 views, who’s viewing? SAS, Microsoft, LinkedIn, IBM, Oracle, the number two is CEO, right? And the interesting thing is that most of the views come from my second degree, not from people that know me but from people that don’t know me because LinkedIn needs content, right?

There’s too many people logging in to LinkedIn daily and they want to get more and more content to share and not enough people are producing it. So, when you create and share content on LinkedIn, LinkedIn is sending it to a lot of people, not just in your network but outside of your network and that’s how it’s really going to help your prospect, not just from an outbound perspective but from an inbound perspective where you’ll have prospects contacting you before you even contact them.

Video as tool on LinkedIn for enterprise sales strategy:

So, the last piece and this was in the summary, this is just the last minute, is video. Video is the number one thing LinkedIn is pushing right now in the feed.

So, if you can upload a very, very simple video. Yes, this didn’t get 20,000 views, it got 2,000 views but once again you see the sort of reach and the people and video is the best way to engage new people from a content perspective. So, we have status updates, we have photos, we have links if you can do video and hey if you want to share content, post the link in the text describing your video but video is going to be the best way to engage with people, if you’re not shy for camera

But why don’t we take video to the next level that whenever we send a LinkedIn message or an email, we include video in that.

This is when Nikhil reached out to me, this is Hippo Video within LinkedIn, it’s gonna show you know, click on the link to see the video but it’s gonna show his face, it’s gonna show a thumbnail of that video and when I click on it, it’s a landing page, I can schedule a call and you know, you can contact me call for more information but this is all going to be branded for your company, for you.

Hey, download our latest white paper, it’s gonna help move your prospects. If they go to your landing page, it’s gonna give them information. If you… you know, create it in the right way, it’s gonna kill two birds in one stone because you’re gonna create a more emotional video but all these different things that they can click and the branding is gonna bring them one more step lower in your marketing funnel.

And you know, Hippo Video has this data from their customers that when they use video, they get increased ROI, email response rate, qualified lead generation, its… sales of blog, it’s all about differentiating yourself. I wrote the book on LinkedIn for sales and social media marketing in 2011. This… you know, a lot of people are doing trainings on… You have a lot of competitors that are already doing this, you need to differentiate yourself, I think video is a key differentiator.

Conclusion on the best enterprise sales strategy:

So, if you do everything I talked about, you’re gonna find new prospects and leads, you’re gonna stay in better touch with past customers, referral partners, you’re going to expand your network, you’re gonna begin to be known by people who don’t even know you now. And you’re going to begin to get more traffic to your profiles and your website for free. It is a culminating effect, it is a tumbleweed effect, you do it on a daily basis over time, it gets bigger and bigger and bigger. And hopefully over time, you need to do as much out per outbound prospecting and you get more inbound prospects contacting you. So, if this interests you,

I do not have a social selling product but this curriculum that I developed together with Rutgers University on social selling is a class that you can take virtually online. So, if this is something you’re interested in, I’m gonna be following up with that with everyone as well and dropping you a link but this is myself as well as 4 other experts that cover everything that I talked about in much, much greater depth. And these are people that I have picked, that are truly experts in the space and Rutgers University, we should congratulate them for being the first University to invest in in creating a social selling program and that is it.

Like I said I’ll be following up, there’s a free eBook that I have on maximizing LinkedIn for business that I’m gonna send you all a link to download and Nikhil I’m gonna hand it back to you.

N.P: Thanks a lot Neal, that was you know really an eye-opener, a lot of things that were covered in a really short time. Thank you again for doing this webinar, we’ll take a couple of questions because I understand that we’re short of time again. So, the first question is from Veronica.  She’s an Argentinian proofreader and she’s working on SEO and getting good results: Is LinkedIn my only way online you know on working on my personal brand?

N.S: No, this webinar we promise to give LinkedIn for sales advice so I had to stick to that road above LinkedIn. Obviously, there are other ways that you can use social media, there’s blogging, right? There’s YouTube, there’s Instagram, there’s Twitter, there’s Facebook. If you’re looking for businesses and business people, LinkedIn is gonna be I believe the best place where you can be most effective, but you need to take a step back and look at who is your buyer, right? Is it a solopreneur, is it a big, is it a fortune 500 business. If you’re just contacting individual bloggers you know, they may be very active not just on LinkedIn but on Twitter or on Instagram or on Facebook.

So, you need to put it all in perspective and see who is your prospective buyer and what platforms are they on, which platforms did he use the most and that should really define you know, what platforms your active on. But, yes…. you know, I’m certain that a lot of them will be on LinkedIn but you don’t want to just stick to one platform, you always want to mitigate your risk and if you have the ability to publish content on LinkedIn, you could publish that same content on other platforms as well, right? And that’s why you begin to get into a daily routine where yes, you have your work on LinkedIn but you also spend a few more minutes doing the same thing on a Twitter or Facebook or an Instagram.

N.P: Thanks a lot Neal, the second question comes from kriti where my really interesting question: What are your thoughts on using LinkedIn for nurturing inbound leads. So, it is definitely time consuming but is it worth the effort?

N.S: Well, if the inbound lead is only worth a few dollars you know, what’s the value of time but I think it’s the best practice that if you get an inbound lead that you want you know, an inbound lead means that they’ve contacted you but they’ve contacted 5 or 10 other companies as well. So, if you want to increase the chances, if you want to increase the probability that you’re gonna close that business, you want to maintain mindshare throughout the buying process and how do you do that? Well, you can try to call them, they may not return your call all the time.

You want to be seen by them, you can try to send them emails but if you’re too aggressive on that, they’re gonna unsubscribe, right? So, you know, being able to engage with them on LinkedIn, if they’re on LinkedIn and if they’re publishing content at least once a week, gives you the ability to show up in the notifications, right? That you’re engaging with them and I think it’s gonna help you become more memorable.

It’s obviously going to help you become… you know, when they decide who they’re gonna do business with, you’re gonna be top of mind and that’s really what it’s about. And LinkedIn is one of the few things you can do to be able to create that top of mind mindshare without spamming them or without trying to be too aggressive on the phone call. So, yes, it’s worth it it’s another tool you can use and it’s extremely valuable for all the reasons I talked about.

N.P: So, Neal we just take one last question before I let you go, if that is okay?
N.S: Yeah, and I’m gonna… like I said, I’m gonna be following up with you all, if you have

any additional questions, wait for my email and and you can ask me then.

N.P: Yeah, sure.  We will also be sharing a sheet with all the registrants obviously and you know, all the questions will be combined and we’ll send it across to you. So, you’ll be doing a summary you know, blog post on Hippo Video where all these questions will be answered.  One last question. Let me ask you that quickly, it is a follow-up question again to the previous question: What is the best time to contact the prospect after they connect? What should be the frequency at which I should be following that? This question comes from Sega.

N.S: So, the big mistake that a lot of salespeople make is you finally connect with your prospect and then within 24 hours you’re selling to them. That is the number 1 reason why people not only disconnect from you but they will actually block you on LinkedIn and you will never be able to access their profile again. So, I want to make sure you realize, right? Just because they accept your connection requests, does it mean they’re ready to do business with you. In sales, we say it takes between 7 and 10 touches in order to convert them; you have to remember that, I don’t want you to contact them immediately, I want you to engage with them online as often as possible.

Then when the time comes you know, put a timer on maybe 30 days, maybe 60 days, maybe 90 days, the longer you wait, actually the better. But at some point, when you have something valuable to share with them; a lead magnet ideally, a webinar, a white paper, you have to have a reason for out of the blue just contacting them.

If you don’t, they’re gonna see you just another salesperson trying to spam them and you’re gonna lose credibility and everything I’ve taught you goes to waste. So, wait as long as possible and when you do reach out for them, it’s not about: “Hey, can we schedule a call?” it’s about: “hey, I’m gonna be in your area you know, we have a lot of clients in your area.

I’m going to be making some visits, if you have some time available, would love to meet you for a cup of coffee just to get to know you better and I’d love to introduce how we help companies like you.” That’s the savvy salespeople on LinkedIn are using that approach, or “Hey, we’re doing a free webinar on… you know, whatever, we’re gonna have a lot of case studies, I think it’ll be really valuable for you.

If you don’t have time, we’re gonna send a recorded version out after, hope you can make it.” Right? and you’re gonna send it out to everybody and not everybody’s gonna respond, right? Some people will respond, you all know because they clicked on the link and they registered for the webinar. So, this is where you have to have your CRM altogether but this is the savvy salespeople are not going for it right after they get the connection. They’re nurturing it over time and when they’re doing an ask, the ask is very relevant, it’s very authentic and transparent and it’s surely adding value to the other party.

N.P: Yes, exactly. So, interesting viewpoints that Neal. You know we’ve come to an end of this webinar session, it was an incredible session as usual, I’ve been in touch with you for so long and you know I truly believe that all our registrants would actually get immense value from this. I thank you again for you know agreeing to do this webinar with us at Hippo Video and I’m truly honored that you came along and did this with us. So, thanks a lot Neal.

N.S: Yeah, it was my pleasure like I said, we will follow it up and let’s keep the conversation going.

N.P: Yeah, thanks a lot everybody who joined the webinar. If you have any other questions, we’ll be following up via email, just respond and you know we’ll answer all your questions. So, thanks a lot for joining in, and all have a great day ahead, bye-bye everybody.

N.S: Arigato gozaimashita, bye-bye.

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Sanjana Murali Sanjana owns inbound and branding at Hippo Video. She loves to talk about branding and marketing with videos. She values intelligent conversations more than anything else. An eternal writer, words are her lifeline.