Achieving Success

with Account Based Selling

Katie Baudler

Account Executive Manager

LinkedIn Sales Solutions

Agenda

• What is account based selling (ABS)?

• 4 Effective ABS Tactics

• Q&A

After this webinar, you will be able to...

• Determine if ABS is right for your business

• Share specific tactics with your team

FACT:

The buying landscape is changing

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

Conventional Sales Tactics Are Losing Deals

Generic OutreachCold Calling

Conventional Sales Tactics

Cold Calling

Of B2B buyers view a company less favorably

when their sales reps reach out cold

53%

Generic Outreach

The Result

Account Based Selling

Modern Selling

What is account based selling?

Researched Personalized IntegratedTimely

Benefits

ROICustomer

Experience

Who is it for?

4 Account Based Selling Tactics

4 Tactics

TARGET UNDERSTAND ENGAGE

1Select Target Accounts 2

Investigate & Identify

3Personalized Value

4Outreach

● Multithreading

● C-Level Outreach

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

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

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

Outreach

• Multithreading• C-Level Outreach

•Groundswell: Emerging markets•Call High

Utilize:

• Multi-channel approach: InMail, Email, Phone, Direct, Social

4

Tips for increasing response rates

• Use insights• Tailored messaging

3 Key Elements:• Social• Business• Call to Action

RE: LinkedIn Sales Solution and Company ABCGeorge Thomas CEO, Company ABCJuly 24 2015 3:59PM Social

BusinessValue

Call to Action

Tech for Scaling

Respond to engagement

real time

Tracking Automation

Set strategic cadences

- Use with caution -

Key Takeaways

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

Q&A

Achieving Success

with Account Based Selling

Katie Baudler

Account Executive Manager

LinkedIn Sales Solutions