How to  Find ,  Influence  &  Convert  More Prospects Into Customers Matt Heinz President, Heinz Marketing Inc [email_addr...
Housekeeping <ul><li>Copy of this deck </li></ul><ul><li>Offers for you </li></ul><ul><ul><li>10 minute brainstorm </li></...
Last Slide First <ul><li>Find & engage prospects “upstream” before they are active buyers </li></ul><ul><li>Understand you...
Prospect Engagement Funnel Active Sales Cycle Channels: CRM, 1:1  Goal: Sell New Customer Drip Marketing Channels: Email N...
4 steps to a better marketing plan <ul><li>Do the math (quantify what success looks like) </li></ul><ul><li>Create a clear...
Calculating what you need #loopfuse Assumptions Product A ASP $  15,000  Product B ASP $  50,000  Opp/Close % 33.0% Lead/O...
Marketing plan in 5 questions <ul><li>What/who are your targets? </li></ul><ul><li>What do they care about?  What outcome ...
Your customers
Five questions to start <ul><li>What/who are your targets? </li></ul><ul><li>What do they care about?  What outcome are th...
What do customers care about? #loopfuse
The buying progression Solution Problem/Pain Objective/Outcome #loopfuse
5 tips for better customer-centric sales <ul><li>Use “you” instead of “I” </li></ul><ul><li>Treat the first sales call lik...
Custom messages by role #loopfuse
Three content questions <ul><li>What do I want people to see, hear and/or learn? </li></ul><ul><li>What do I want people t...
Five common content marketing mistakes <ul><li>Not having a plan up front </li></ul><ul><li>Writing for the company instea...
Three types of content <ul><li>Proactive </li></ul><ul><li>Reactive </li></ul><ul><li>Participatory </li></ul>#loopfuse
Your anchor #loopfuse
Planning content Theme 1 Week 1 Theme 2 Theme 3 Theme 4 Week 2 Week 3 Week 4 #loopfuse
Editorial calendar example #loopfuse
“Reactive proactive” #loopfuse
Repurposing #loopfuse
How to create more content <ul><li>Write more ideas down </li></ul><ul><li>Keep a single, ongoing list of those ideas </li...
10 sources of content inspiration <ul><li>Customer questions </li></ul><ul><li>Stuff you read </li></ul><ul><li>People you...
Keys to effective pipeline execution <ul><li>Use a lead management system </li></ul><ul><li>Clearly define lead & opportun...
Leads & Opportunities #loopfuse
Six reasons why your sales (might) suck <ul><li>Are you selling to the right buyer? </li></ul><ul><li>Are you selling bene...
When prospects go dark… <ul><li>Try a different channel </li></ul><ul><li>Try a different contact </li></ul><ul><li>Share ...
Last Slide Last <ul><li>Find & engage prospects “upstream” before they are active buyers </li></ul><ul><li>Understand your...
Don ’t forget… [email_address]
Questions? #loopfuse [email_address]
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Heinz Marketing webinar: How to Find, Influence & Convert More Prospects Into Customers

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It’s harder than ever to get your voice heard, find prospects who need what you’re selling, and get their attention long enough to close the deal. But successful businesses nationwide are doing just that, often at a fraction of the cost of traditional advertising and marketing.

This webcast walks through a specific framework your business can follow to find the right prospects, earn their attention & trust, then convert them into long-time, loyal customers. You’ll walk away with specific plans, best practices and strategies to impact your sales & marketing results right away.

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Heinz Marketing webinar: How to Find, Influence & Convert More Prospects Into Customers

  1. 1. How to Find , Influence & Convert More Prospects Into Customers Matt Heinz President, Heinz Marketing Inc [email_address] @heinzmarketing Event hashtag: #loopfuse
  2. 2. Housekeeping <ul><li>Copy of this deck </li></ul><ul><li>Offers for you </li></ul><ul><ul><li>10 minute brainstorm </li></ul></ul><ul><ul><li>Successful Selling </li></ul></ul><ul><ul><li>Secrets to Successful Social Selling </li></ul></ul><ul><li>Email me what you want </li></ul><ul><ul><li>It’s that simple… </li></ul></ul>#loopfuse
  3. 3. Last Slide First <ul><li>Find & engage prospects “upstream” before they are active buyers </li></ul><ul><li>Understand your customer, product & objective before executing </li></ul><ul><li>Publish your own content to attract prospects </li></ul><ul><li>Practice customer-centric selling every day </li></ul><ul><li>Sales & marketing is too important to leave to salespeople and marketers </li></ul>#loopfuse
  4. 4. Prospect Engagement Funnel Active Sales Cycle Channels: CRM, 1:1 Goal: Sell New Customer Drip Marketing Channels: Email Newsletters, CRM System Goal: Drive Active Prospects Network / Open Community Channels: Twitter, Facebook, Blog, LinkedIn Goal: Drive Registration Network-exclusive access to content Value-added special offers Discovery events White papers, top ten tips, etc. Testimonials, Success Stories Profile-Specific Messages New product/service offers Referral & Tell-a-Friend Offers Network / Community Invites New Opportunity Alerts 1:1 with Existing Customer In-Market Events Next Step Accelerator Ideas Customer Targets (based on persona profiles) #loopfuse
  5. 5. 4 steps to a better marketing plan <ul><li>Do the math (quantify what success looks like) </li></ul><ul><li>Create a clear customer profile </li></ul><ul><li>Map the sales and buying process </li></ul><ul><li>Plan to fire lots of bullets </li></ul>#loopfuse
  6. 6. Calculating what you need #loopfuse Assumptions Product A ASP $ 15,000 Product B ASP $ 50,000 Opp/Close % 33.0% Lead/Opp % 10.0% Product A CPL $ 15 Product B CPL $ 35 Q1 2010 Q2 2010 Q3 2010 Q4 2010 TOTALS Product A Sales # 50 56 63 69 238 Product B Sales # 8 9 10 11 38 Total Sales # 58 65 73 80 276 Product A Sales $ $ 742,500 $ 841,500 $ 940,500 $1,039,500 $ 3,564,000 Product B Sales $ $ 412,500 $ 453,750 $ 495,000 $ 536,250 $ 1,897,500 Total Sales $ $1,155,000 $1,295,250 $1,435,500 $1,575,750 $ 5,461,500 Product A Pipeline # 150 170 190 210 Product B Pipeline # 25 28 30 33 Total Pipeline # 175 198 220 243 Product A Pipeline $ $2,250,000 $2,550,000 $2,850,000 $3,150,000 Product B Pipeline $ $1,250,000 $1,375,000 $1,500,000 $1,625,000 Total Pipeline $ $3,500,000 $3,925,000 $4,350,000 $4,775,000 Product A Leads 1500 1700 1900 2100 Product B Leads 250 275 300 325 Total Leads 1750 1975 2200 2425 8350 Product A Lead Budget $ 22,500 $ 25,500 $ 28,500 $ 31,500 Product B Lead Budget $ 8,750 $ 9,625 $ 10,500 $ 11,375 Total Lead Budget $ 31,250 $ 35,125 $ 39,000 $ 42,875 $ 148,250
  7. 7. Marketing plan in 5 questions <ul><li>What/who are your targets? </li></ul><ul><li>What do they care about? What outcome are they seeking? </li></ul><ul><li>Where do you find them? </li></ul><ul><li>What or who influences them? </li></ul><ul><li>How do they want to engage and (eventually) buy? </li></ul>#loopfuse
  8. 8. Your customers
  9. 9. Five questions to start <ul><li>What/who are your targets? </li></ul><ul><li>What do they care about? What outcome are they seeking? </li></ul><ul><li>Where do you find them? </li></ul><ul><li>What or who influences them? </li></ul><ul><li>How do they want to engage and (eventually) buy? </li></ul>#loopfuse
  10. 10. What do customers care about? #loopfuse
  11. 11. The buying progression Solution Problem/Pain Objective/Outcome #loopfuse
  12. 12. 5 tips for better customer-centric sales <ul><li>Use “you” instead of “I” </li></ul><ul><li>Treat the first sales call like an interview </li></ul><ul><li>Align yourself with existing customer priorities </li></ul><ul><li>Respect their time </li></ul><ul><li>Let your current customer sell for you </li></ul>#loopfuse
  13. 13. Custom messages by role #loopfuse
  14. 14. Three content questions <ul><li>What do I want people to see, hear and/or learn? </li></ul><ul><li>What do I want people to think? </li></ul><ul><li>What do I want people to do? </li></ul>#loopfuse
  15. 15. Five common content marketing mistakes <ul><li>Not having a plan up front </li></ul><ul><li>Writing for the company instead of the customer </li></ul><ul><li>Not encouraging and participating in two-way communication </li></ul><ul><li>Not promoting, aggregating and curating great content from others </li></ul><ul><li>Only producing written content </li></ul>#loopfuse
  16. 16. Three types of content <ul><li>Proactive </li></ul><ul><li>Reactive </li></ul><ul><li>Participatory </li></ul>#loopfuse
  17. 17. Your anchor #loopfuse
  18. 18. Planning content Theme 1 Week 1 Theme 2 Theme 3 Theme 4 Week 2 Week 3 Week 4 #loopfuse
  19. 19. Editorial calendar example #loopfuse
  20. 20. “Reactive proactive” #loopfuse
  21. 21. Repurposing #loopfuse
  22. 22. How to create more content <ul><li>Write more ideas down </li></ul><ul><li>Keep a single, ongoing list of those ideas </li></ul><ul><li>Ideas, then outlines, then drafts </li></ul><ul><li>Write ahead of time </li></ul><ul><li>Use guest contributors </li></ul>#loopfuse
  23. 23. 10 sources of content inspiration <ul><li>Customer questions </li></ul><ul><li>Stuff you read </li></ul><ul><li>People you disagree with </li></ul><ul><li>Your customer-facing teams </li></ul><ul><li>Trade press </li></ul><ul><li>Conferences, panels & Webinars </li></ul><ul><li>Twitter hashtags </li></ul><ul><li>LinkedIn Answers </li></ul><ul><li>The news </li></ul><ul><li>Things you see that are dumb </li></ul>#loopfuse
  24. 24. Keys to effective pipeline execution <ul><li>Use a lead management system </li></ul><ul><li>Clearly define lead & opportunity stages </li></ul><ul><li>Focus on great content </li></ul><ul><li>Make it easy for prospects to self-select and move forward </li></ul>#loopfuse
  25. 25. Leads & Opportunities #loopfuse
  26. 26. Six reasons why your sales (might) suck <ul><li>Are you selling to the right buyer? </li></ul><ul><li>Are you selling benefits or features? </li></ul><ul><li>Do you sound desperate? </li></ul><ul><li>Do your sales & marketing teams agree? </li></ul><ul><li>Do your customers want what you’re selling? </li></ul><ul><li>What are they saying behind your back? </li></ul>#loopfuse
  27. 27. When prospects go dark… <ul><li>Try a different channel </li></ul><ul><li>Try a different contact </li></ul><ul><li>Share something unrelated </li></ul><ul><li>Try a different angle </li></ul><ul><li>Engage their influencers </li></ul><ul><li>Move on </li></ul>#loopfuse
  28. 28. Last Slide Last <ul><li>Find & engage prospects “upstream” before they are active buyers </li></ul><ul><li>Understand your customer, product & objective before executing </li></ul><ul><li>Publish your own content to attract prospects </li></ul><ul><li>Practice customer-centric selling every day </li></ul><ul><li>Sales & marketing is too important to leave to salespeople and marketers </li></ul>#loopfuse
  29. 29. Don ’t forget… [email_address]
  30. 30. Questions? #loopfuse [email_address]

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