Bart Kusters, Relationship Capital

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Information about Bart Kusters, Relationship Capital
Social Media

Published on February 25, 2014

Author: SocialMediaLF



Bart talks to members about how social selling can massively impact your organisations growth. He also explores how we can social sell properly.

Relationship Capital, Replacing the Traditional Sales Force Bart Kusters Vice President AlphaSights

Relationship capital: Replacing the traditional sales force The Social Media Leadership Forum London, February 2014

Key Facts  Platform for the delivery of expert B2B knowledge  Launched 2008; revenue growth 2009-2012: 229%  150+ staff in New York, London, Dubai and Hong Kong  Ranked 3rd fastest-growing company in the UK (2013)

Our Clients  50+ industry clients: chemicals, FMCG, industrials, TMT, healthcare & pharmaceuticals  3/3 Top Strategy Consultancies  6/10 Top Private Equity Funds  Asset Managers with AuM > $3.5trn  Over 1300 client contacts have used our service  In 2013, we launched over 8000 projects for our clients

Our Journey 2008 Built a traditional B2B sales-force 6 sales people out of 40 employees Pursue tried & tested cold approaches Redefined as a professional services firm Set talent & culture as company priorities Built market-leading client service Emphasis on relationship building Third fastest-growing UK company 0 sales people out of 180 employees 2014

Our Approach (1) „Wow‟ your customers with your product/service a. Differentiated & exceptional client service in a competitive market b. Attract & retain high quality of people – 1:250 hire to applicant ratio c. Emphasize and reward excellence (2) Think of your customers as advocates of your firm a. Attitudinal shift in business development b. Scaling up for improved reach and longer-term sustainability (3) Create client champions who can generate new leads a. Culture of encouraging relationship building with client users b. Professional, consistent and regular use of online tools e.g. LinkedIn PRIVATE & CONFIDENTIAL

Building and Utilising Relationships (1) Relationship building – online • Internal culture of encouraging professional social media usage • Social media guidelines • Part of review (2) Leverage strong relationships gg • Systematic and deliberate in asking for client feedback • Strike cleverly while the iron is hot • “BizDev Friday” (3) Follow career developments • Track and maintain relationship with champions throughout their careers PRIVATE & CONFIDENTIAL

Impact: sources of new client users Cold 2011 PRIVATE & CONFIDENTIAL 2012 2013

Measuring Success  Costs relatively low – premium subscriptions for all employees on leading social platforms (~£550 per employee p.a.)  Benefits to brand – 20k profile views per month on LinkedIn – LinkedIn is the 2nd highest traffic source to our website after Google  Won 30+ new contracts ranging from £30k-£300k p.a. as a result of social media activity PRIVATE & CONFIDENTIAL

Any Questions? 10

Relationship Capital, Replacing the Traditional Sales Force Bart Kusters Vice President AlphaSights

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