Finding & Closing Business with the Social Web
Matt Heinz
President, Heinz Marketing Inc
@heinzmarketing
Housekeeping
• Copy of this deck• Offers for you
– 10 minute brainstorm– Successful Social Selling– Modern Marketer’s Field Guide– Content Marketing Best Practice Guide
• Send me an email (or bring me a business card) with what you want
Examples of ROI
• Jill Rowley– Top Eloqua rep, 7 of 8 years
• Cold Calling vs. Social Prospecting– 50% increase in opportunity creation
• Lead to Engaged Opportunity Acceleration– 25% higher conversion rates
• Social Proximity Lead Distribution– 35% better response rates
The Heinz growth story
• Founded five years ago– No revenue– 1,500 newsletter subscribers– 250 blog posts (avg 1,200 visitors/month)– ~2,000 Twitter followers– ~600 Linkedin connections
The Heinz growth story• As of August 1, 2014
– $1M+ revenue run-rate– 25,000+ newsletter subscribers– 1,800+ blog posts (avg 25,000+ visitors/month)– 41,000+ Twitter followers– 9,800+ LinkedIn connections
One hour in one sentence
“Sell the hole, not the drill”
Last Slide First
1. Find & engage prospects “upstream” before they are active buyers
2. Participate in their communities as a peer to build trust & credibility
3. Use research tools to customize approach with new targets
4. Publish your own source(s) of value-added content to attract new prospects to you
@heinzmarketing
Prospect Engagement Funnel
Active Sales CycleChannels: CRM, 1:1
Goal: Sell
New Customer
Drip MarketingChannels: Email Newsletters, CRM System
Goal: Drive Active Prospects
Network / Open CommunityChannels: Twitter, Facebook, Blog, LinkedIn
Goal: Drive Registration
Network-exclusive access to contentValue-added special offersDiscovery eventsWhite papers, top ten tips, etc.
Testimonials, Success StoriesProfile-Specific MessagesNew product/service offers
Referral & Tell-a-Friend OffersNetwork / Community Invites
New Opportunity Alerts1:1 with Existing CustomerIn-Market Events
Next Step Accelerator Ideas
Customer Targets (based on persona profiles)
What are they talking about?
The buying progression
SolutionProblem/Pain
Objective/Outcome
Top sales reps – social tips
1. Get new introductions from existing network
2. Get new introductions from others in their organization
3. Watch for buying signals across the social Web
4. Target both individuals and keywords
5. Build deeper, early relationships with new prospects
6. Directly share information, become an expert, generate a following
Finding more sales on LinkedIn
• Read the Daily Digest…daily• Join and participate in groups• Keep your profile up to date• Give skill endorsements• Ask for specific referrals and introductions• Create saved searches• Use LinkedIn Contacts• Use trigger event tools
Groups & Saved Searches
• Group Best Practices
– No selling
– Likes & comments go a long ways
– Alerts to new members
• Saved Searches
– Examples:
• New roles in territory
• New decision-makers or bosses
• Title changes & promotions
Finding more sales on Twitter
• Follow your prospects
• Follow your partners
• Curate customer-centric content
• Listen for buying signals
• Watch and use hashtags
@heinzmarketing
Newsle
• Objective: Know every time your prospects are mentioned online, in the news, or in social media
• Cost: Free
• How it works:
– Identify your prospects
– Sign up for email alerts
– Follow-up
@heinzmarketing
Buffer
• Objective: Automate throttling and distribution of curated content to up to 20 social channels
• Cost: $20/month• How it works:
– Identify value-added content worth sharing on Twitter, Facebook, LinkedIn (including groups)
– One-click to share & choose appropriate channels– Automatically queues content for future distribution
@heinzmarketing
Top Social Selling Tools
Three types of content
1.Proactive
2.Reactive
3.Participatory
Planning content
Theme 1
Week 1
Theme 2Theme 3
Theme 4
Week 2 Week 3 Week 4
Five common content marketing mistakes1. Not having a plan up front
2. Writing for the company instead of the customer
3. Not encouraging and participating in two-way communication
4. Not promoting, aggregating and curating great content from others
5. Only producing written content
Repurposing
How to create more content
• Write more ideas down
• Keep a single, ongoing list of those ideas
• Ideas, then outlines, then drafts
• Write ahead of time
• Use guest contributors
10 sources of content inspiration
1. Customer questions
2. Stuff you read
3. People you disagree with
4. Your customer-facing teams
5. Trade press
6. Conferences, panels & Webinars
7. Twitter hashtags
8. LinkedIn Answers
9. The news
10. Things you see that are dumb
Daily Do Lists
• Objective: Engage with social selling best practices daily
• Cost: Free
• How It Works:
– Schedule a daily meeting with yourself at 7:30 am (or whenever you start your work day)
– Work through the list
@heinzmarketing
Matt’s Daily Do List
1. Schedule (yesterday & today)
2. Touch Base (birthdays, Likes)
3. Endorsements (skills, Kred, Klout, Connect.me, MeritShare)
4. Spam folder
5. Network (Twitter adds, G+ Circles)
6. Engage (Comments, LinkedIn Groups)
7. Prospecting@heinzmarketing
Recommended Reading
• Jamie Shanks
• Kurt Shaver
• Koka Sexton
• Jill Konrath
• Jill Rowley (@jill_rowley)
Last Slide Last
1. Find & engage prospects “upstream” before they are active buyers
2. Participate in their communities as a peer to build trust & credibility
3. Use research tools to customize approach with new targets
4. Publish your own source(s) of value-added content to attract new prospects to you
@heinzmarketing
Reminder!
• Copy of this deck• Offers for you
– 10 minute brainstorm– Successful Social Selling– Modern Marketer’s Field Guide– Content Marketing Best Practice Guide
• Send me an email (or bring me a business card) with what you want
