Achieving Success with Account Based Selling

Learn what account based selling (ABS) is and four effective tactics to accomplish it effectively.

1. Achieving Success
with Account Based Selling
Katie Baudler
Account Executive Manager
LinkedIn Sales Solutions

2. Agenda
•Whatisaccountbasedselling(ABS)?
•4EffectiveABSTactics
•Q&A

3. After this webinar,
you will be able to...
•Determine if ABS is right for your
business
•Share specific tactics with your team

4. FACT:
The buying landscape is changing

5. The Changing Landscape
77%
Of buyers don’t believe that
sales understands their
business and don’t think
they can help
Demanding Credibility
Decision makers change
roles every year.
20%
Changing Roles
??
?
People on average are
involved in the buying
decision
6.8
More critical players

6. Conventional Sales Tactics Are Losing
Deals

7. Generic OutreachCold Calling
Conventional Sales Tactics

8. Cold Calling
Of B2B buyers view a company less favorably
when their sales reps reach out cold
53%

9. Generic Outreach

10. The Result

12. Account Based Selling
Modern Selling

13. What is account based selling?
Researched Personalized IntegratedTimely

14. Benefits
ROI
Customer
Experience

15. Who is it for?

16. 4 Account Based Selling Tactics

17. 4 Tactics
TARGET UNDERSTAND ENGAGE
1
Select Target
Accounts 2
Investigate
& Identify
3
Personalized
Value
4
Outreach
●Multithreading
●C-Level Outreach

18. Select Target Accounts
Questions:
•Who do you sell to?
•Do you segment by industry, company size, type of sale?
•How do you ID accounts for territories?
Other considerations:
•Lowest hanging fruit
•Size of prize
1

19. Investigate & Identify
After selecting accounts, determine...
•Buyers
•Decision makers
•Influencers
...likely 5+ people
Other considerations
•Research Pain points
•Treat company as whole vs one person
2

20. Personalized Value
Create value:
•How do pain points align with value prop?
•Develop content for industry and role
•Tailor messaging to specific account
•Build storylines of success to share with similar accounts
* Do NOT send exact same message to everyone
3

21. Outreach
•Multithreading
•C-Level Outreach
•Groundswell: Emerging markets
•Call High
Utilize:
•Multi-channel approach: InMail, Email, Phone, Direct, Social
4

22. Tips for increasing response rates
•Use insights
•Tailored messaging
3 Key Elements:
•Social
•Business
•Call to Action

23. RE: LinkedIn Sales Solution and Company ABC
George Thomas CEO, Company ABC
July 24 2015 3:59PM Social
Business
Value
Call to Action

24. Tech for Scaling
Respond to engagement
real time
Tracking Automation
Set strategic cadences
-Use with caution -

25. Key Takeaways

26. Outreach4
Personalized Value3
Investigate & Identify2
Most attractive prospects
(best fit for product & size of prize)
Scan social, company website, &
tap into connections to gather insights
Create tailored messaging/resources
specific to industry & role
Use multi-channel approach
to engage DMs at all levels
4 Tactics
Select Target Accounts1
*Utilize technology to scale -remember to maintain a personal touch

27. Q&A

28. Achieving Success
with Account Based Selling
Katie Baudler
Account Executive Manager
LinkedIn Sales Solutions