eight keys to marketing greatness in 2015
DESCRIPTION
Presentation covers the eight keys to marketing greatness in 2015 as marketing professionals take inventory on their current activities and plan for the future. Specifically covers: Demand Generation, Content Marketing ,Database Health, Process, People, Sales Enablement, Technology, and Content, Social, & SearchTRANSCRIPT
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 [email protected]@RobertCPease
Matt [email protected]@HeinzMarketing
www.heinzmarketing.com
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