eight keys to marketing greatness in 2015

Eight Keys to Marketing Greatness in 2015

Matt Heinz & Robert Pease

Heinz Marketing Inc.

@HeinzMarketing

@RobertCPease

#greatin2015

Housekeeping

• Copy of this deck & recording of presentation

• Offers for you– 10 minute brainstorm– Successful Selling– Modern Marketer’s Field Guide

• Let us help you with a 2015 Readiness Review

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So, what are the 8 keys?

1. Demand Generation

2. Content Marketing

3. Database Health

4. Process

5. People

6. Sales Enablement

7. Technology

8. Content, Social, & Search

Read along: http://www.heinzmarketing.com/matt-on-marketing/blog/

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1. Demand Generation

• Build a customer acquisition machine

• Know who in detail you are trying to reach

• Understand the buyer’s journey

• Test, measure and evaluate

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2. Content Marketing

• Content is the lifeblood of the modern sales cycle

• Focus on the target persona and develop your content for them

• Focus on optimizing “consumption”

• Build sales playbooks

“57% of a typical B2B purchase decision is made before a customer talks to a supplier.”

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3. Database Health

• More is not always better

• Populate database with those who fit ideal customer profile

• Exercise and build your prospect database

• Don’t let your database needs drive landing page design

See more bad landing pages

4. Process

• Have a cross-functional & process-centric view

• Map out 4 core processes

• Measure outcomes, not activities

Interaction with ProspectsInteraction with Prospects

Content Production & Distribution

Content Production & Distribution

Analytics & ReportingAnalytics & Reporting

Oversight & ManagementOversight & Management

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5. People

• Surround yourself with people who have the right attitude, aptitude, and intelligence

• Design your team around how you acquire customers

• Don’t compromise, don’t be afraid to take chances

CMO’s Guide to Marketing Org Structures

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6. Sales Enablement

• Natural friction where marketing and sales meet

• Embrace it and find common ground in sales enablement

• Unite behind enabling the buyer’s journey

• View marketing success through the sales pipeline

“61% of B2B marketers send all leads directly to sales..only 27% will be qualified.”

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7. Technology

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7. Technology

• Technology is just an enabler

• Know your process and measures of success before you call a vendor

• The skill set of the modern CMO will be technically savvy

• Find the right “marketing stack” for your organization

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8. Content, Social, & Search

• Be found where your prospects are spending time – get into their flow of consumption

• Don’t just publish and pray

• Surround your target customer with reviews, influencers, thought leadership

• Engage directly, start a conversation

“40% of B2B buyers say LinkedIn is important when researching technologies and purchases, 19% say the same of Twitter.”

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Questions?

Robert Peaserobert@heinzmarketing.com@RobertCPease

Matt Heinzmatt@heinzmarketing.com@HeinzMarketing

www.heinzmarketing.com

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