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The Sales Review

Learn about emerging best practices, strategies and insights on B2B sales today dedicated for the modern sales organization.

Highly Effective Sales Plays That Blend Digital Sales & Experiential Marketing

Posted by Jamie Shanks on Dec 3, 2018 5:00:00 PM


Sales professionals are always looking for a compelling reason to reach out to prospective customers. Most sales professionals lack a game plan, and that “compelling reason” really becomes a “check in”. I want to share with you what the best-in-class are doing to:

  • Push their customers off their status quo
  • Showcase what best-in-class looks like
  • Help them recognize the opportunity cost of not being “Bold & Different”

IDEA: Bus tour around your city to best-in-class companies

Don’t just tell key stakeholders what best-in-class looks like (or more specifically, how your solution works within these companies), show them! In one example, Showpad and Minds & More (a sales consulting company in Brussels, Belgium) partnered to bring sales leaders together to learn from each other and decode/demystify what best-in-class sales organizations in Belgium were doing to succeed. This particular sales play was cool…on wheels! The bus held 12-15 VP Sales in a comfortable roundtable environment, and in the true Belgian style, it had beer taps and DJ on board. These VP Sales travelled together from Technology Company to Technology Company, experiencing innovative ideas to add to their sales process. These sales leaders were able to acquire more go-to-market knowledge in one afternoon than most would learn in one year. The digital side to this sales play was simple – Account Selection & Planning. The Showpad and Minds & More teams would use LinkedIn to do the following:

  • Break-down the Total Addressable Market (TAM) of Brussels
  • Select accounts that were within “high social proximity” to their customers (toured offices)
  • Build a digital sales campaign (landing page, videos, and LinkedIn PointDrive) to promote the event
  • Use Social Media and 1-to-1 social conversations to engage the prospective VP Sales


While this might not be the world’s most scalable account-based sales play, made up for it with sales conversions, which became industry shattering. While the average sales qualified opportunity (SQO)-to-win ratio in most industries hovers around 25%-30%, our customers that run similar “digital + experiential sales plays” have said that their sales play run upwards of 80% conversion.

bus tour



Jamie Shanks

Jamie Shanks

About the Author

Jamie Shanks is a world-leading Social Selling expert and author of the book, "Social Selling Mastery - Scaling Up Your Sales And Marketing Machine For The Digital Buyer". A true pioneer in the space of digital sales transformation, Jamie Shanks has trained over 10,000's of sales professionals and leaders all around the world.

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