0
TRADA PRESENTS      Content   Marketing that   Actually Helps       Sales  #salesmarketingcontentThursday, November 10, 2011
TRADA PRESENTS      Content   Marketing that   Actually Helps       Sales  #salesmarketingcontentThursday, November 10, 2011
Matt Heinz, Heinz Marketing                              @heinzmarketing                              Matt Heinz has than ...
Content Marketing that Actually                          Helps Sales                                        Matt Heinz    ...
Housekeeping     • Copy of this deck     • Offers for you           – 10 minute brainstorm           – Successful Selling ...
What we’ll cover today     1. How content fits into the sales funnel     2. Understanding and capitalizing on how your    ...
Prospect Engagement FunnelThursday, November 10, 2011
Prospect Engagement FunnelThursday, November 10, 2011
Prospect Engagement Funnel                 Customer Targets (based on persona profiles)Thursday, November 10, 2011
Prospect Engagement Funnel                 Customer Targets (based on persona profiles)                              Activ...
Prospect Engagement Funnel                 Customer Targets (based on persona profiles)                              Activ...
Prospect Engagement Funnel                 Customer Targets (based on persona profiles)                                  D...
Prospect Engagement Funnel                 Customer Targets (based on persona profiles)                              Netwo...
Prospect Engagement Funnel                 Customer Targets (based on persona profiles)                              Netwo...
Prospect Engagement Funnel                 Customer Targets (based on persona profiles)        Next Step Accelerator Ideas...
Calculating what you need                              Assumptions                              Product A ASP          $  ...
Your customersThursday, November 10, 2011
What are they talking about?Thursday, November 10, 2011
What are they talking about?Thursday, November 10, 2011
The buying progressionThursday, November 10, 2011
The buying progression                              SolutionThursday, November 10, 2011
The buying progressionThursday, November 10, 2011
The buying progression         Problem/         PainThursday, November 10, 2011
The buying progression         Problem/             Objective/         Pain                 OutcomeThursday, November 10, ...
Start with the message…Thursday, November 10, 2011
Three content questions     • What do I want people to see, hear and/or       learn?     • What do I want people to think?...
Five common content     marketing mistakes     1. Not having a plan up front     2. Writing for the company instead of the...
Three types of social contentThursday, November 10, 2011
Three types of social contentThursday, November 10, 2011
Three types of social content     1.                       ProactiveThursday, November 10, 2011
Three types of social content     1.                       Proactive     2.                       ReactiveThursday, Novemb...
Three types of social content     1.                        Proactive     2.                        Reactive     3.       ...
Your anchorThursday, November 10, 2011
Planning contentThursday, November 10, 2011
Planning content        Theme 1         Theme 2         Theme 3         Theme 4Thursday, November 10, 2011
Planning content                              Week 1   Week 2   Week 3   Week 4        Theme 1         Theme 2         The...
Planning content                              Week 1   Week 2   Week 3   Week 4        Theme 1         Theme 2         The...
Editorial calendar exampleThursday, November 10, 2011
“Reactive proactive”Thursday, November 10, 2011
Participation Best PracticesThursday, November 10, 2011
Participation Best Practices     • ShareThursday, November 10, 2011
Participation Best Practices     • Share     • Don’t sellThursday, November 10, 2011
Participation Best Practices     • Share     • Don’t sell     • Be a trusted advisorThursday, November 10, 2011
Participation Best Practices     •    Share     •    Don’t sell     •    Be a trusted advisor     •    Don’t sellThursday,...
Participation Best Practices     •    Share     •    Don’t sell     •    Be a trusted advisor     •    Don’t sell     •   ...
Participation Best Practices     •    Share     •    Don’t sell     •    Be a trusted advisor     •    Don’t sell     •   ...
RepurposingThursday, November 10, 2011
How to create more content     •    Write more ideas down     •    Keep a single, ongoing list of those ideas     •    Ide...
10 sources of content inspiration     1. Customer questions     2. Stuff you read     3. People you disagree with     4. Y...
Don’t forget…                              matt@heinzmarketing.comThursday, November 10, 2011
@heinzmarketing                                 Time for questions!   For more information   or to schedule a Trada       ...
Upcoming SlideShare
Loading in...5
×

[WEBINAR] Content Marketing that Actually Helps Sales

1,081

Published on

Marketing powerhouse Matt Heinz shares essential strategies for creating content to help marketing and sales. Turn your olive branch into a marketing and sales engine!

-Generate content ideas organically
-Stay focused on pain points
-Celebrate new customers with social media
-Cultivate a customer fan base to create content for you
-Build the right sales collateral

Assemble the tools you need to create content for inbound leads all the way to the close of the sale.

Check out Trada Reviews here: http://www.trada.com/trada-reviews/

Published in: Education, Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,081
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
48
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "[WEBINAR] Content Marketing that Actually Helps Sales"

  1. 1. TRADA PRESENTS Content Marketing that Actually Helps Sales #salesmarketingcontentThursday, November 10, 2011
  2. 2. TRADA PRESENTS Content Marketing that Actually Helps Sales #salesmarketingcontentThursday, November 10, 2011
  3. 3. Matt Heinz, Heinz Marketing @heinzmarketing Matt Heinz has than 12 years of marketing, business development and sales experience from a variety of organizations, vertical industries and company sizes. His career has focused on delivering measurable results for his employers and clients in the way of greater sales, revenue growth, product success and customer loyalty.Thursday, November 10, 2011
  4. 4. Content Marketing that Actually Helps Sales Matt Heinz President, Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketingThursday, November 10, 2011
  5. 5. Housekeeping • Copy of this deck • Offers for you – 10 minute brainstorm – Successful Selling – Secrets to Successful Content Marketing • Email me with what you want – matt@heinzmarketing.comThursday, November 10, 2011
  6. 6. What we’ll cover today 1. How content fits into the sales funnel 2. Understanding and capitalizing on how your customer wants to buy 3. Content best practices and common mistakes 4. Content strategy, planning and execution 5. Contextual content best practicesThursday, November 10, 2011
  7. 7. Prospect Engagement FunnelThursday, November 10, 2011
  8. 8. Prospect Engagement FunnelThursday, November 10, 2011
  9. 9. Prospect Engagement Funnel Customer Targets (based on persona profiles)Thursday, November 10, 2011
  10. 10. Prospect Engagement Funnel Customer Targets (based on persona profiles) Active Sales Cycle Channels: CRM, 1:1 Goal: SellThursday, November 10, 2011
  11. 11. Prospect Engagement Funnel Customer Targets (based on persona profiles) Active Sales Cycle Channels: CRM, 1:1 Goal: Sell New CustomerThursday, November 10, 2011
  12. 12. Prospect Engagement Funnel Customer Targets (based on persona profiles) Drip Marketing Channels: Email Newsletters, CRM System Goal: Drive Active Prospects Active Sales Cycle Channels: CRM, 1:1 Goal: Sell New CustomerThursday, November 10, 2011
  13. 13. Prospect Engagement Funnel Customer Targets (based on persona profiles) Network / Open Community Channels: Twitter, Facebook, Blog, LinkedIn Goal: Drive Registration Drip Marketing Channels: Email Newsletters, CRM System Goal: Drive Active Prospects Active Sales Cycle Channels: CRM, 1:1 Goal: Sell New CustomerThursday, November 10, 2011
  14. 14. Prospect Engagement Funnel Customer Targets (based on persona profiles) Network / Open Community Channels: Twitter, Facebook, Blog, LinkedIn Goal: Drive Registration Drip Marketing Channels: Email Newsletters, CRM System Goal: Drive Active Prospects Active Sales Cycle Channels: CRM, 1:1 Goal: Sell New CustomerThursday, November 10, 2011
  15. 15. Prospect Engagement Funnel Customer Targets (based on persona profiles) Next Step Accelerator Ideas Network-exclusive access to content Network / Open Community Value-added special offers Channels: Twitter, Facebook, Blog, LinkedIn Discovery events Goal: Drive Registration White papers, top ten tips, etc. Drip Marketing Testimonials, Success Stories Channels: Email Newsletters, CRM System Profile-Specific Messages Goal: Drive Active Prospects New product/service offers Active Sales Cycle New Opportunity Alerts Channels: CRM, 1:1 1:1 with Existing Customer Goal: Sell In-Market Events New Referral & Tell-a-Friend Offers Customer Network / Community InvitesThursday, November 10, 2011
  16. 16. Calculating what you need 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 $ 148,250Thursday, November 10, 2011
  17. 17. Your customersThursday, November 10, 2011
  18. 18. What are they talking about?Thursday, November 10, 2011
  19. 19. What are they talking about?Thursday, November 10, 2011
  20. 20. The buying progressionThursday, November 10, 2011
  21. 21. The buying progression SolutionThursday, November 10, 2011
  22. 22. The buying progressionThursday, November 10, 2011
  23. 23. The buying progression Problem/ PainThursday, November 10, 2011
  24. 24. The buying progression Problem/ Objective/ Pain OutcomeThursday, November 10, 2011
  25. 25. Start with the message…Thursday, November 10, 2011
  26. 26. Three content questions • What do I want people to see, hear and/or learn? • What do I want people to think? • What do I want people to do?Thursday, November 10, 2011
  27. 27. Five common content marketing mistakes 1. 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 contentThursday, November 10, 2011
  28. 28. Three types of social contentThursday, November 10, 2011
  29. 29. Three types of social contentThursday, November 10, 2011
  30. 30. Three types of social content 1. ProactiveThursday, November 10, 2011
  31. 31. Three types of social content 1. Proactive 2. ReactiveThursday, November 10, 2011
  32. 32. Three types of social content 1. Proactive 2. Reactive 3. ParticipatoryThursday, November 10, 2011
  33. 33. Your anchorThursday, November 10, 2011
  34. 34. Planning contentThursday, November 10, 2011
  35. 35. Planning content Theme 1 Theme 2 Theme 3 Theme 4Thursday, November 10, 2011
  36. 36. Planning content Week 1 Week 2 Week 3 Week 4 Theme 1 Theme 2 Theme 3 Theme 4Thursday, November 10, 2011
  37. 37. Planning content Week 1 Week 2 Week 3 Week 4 Theme 1 Theme 2 Theme 3 Theme 4Thursday, November 10, 2011
  38. 38. Editorial calendar exampleThursday, November 10, 2011
  39. 39. “Reactive proactive”Thursday, November 10, 2011
  40. 40. Participation Best PracticesThursday, November 10, 2011
  41. 41. Participation Best Practices • ShareThursday, November 10, 2011
  42. 42. Participation Best Practices • Share • Don’t sellThursday, November 10, 2011
  43. 43. Participation Best Practices • Share • Don’t sell • Be a trusted advisorThursday, November 10, 2011
  44. 44. Participation Best Practices • Share • Don’t sell • Be a trusted advisor • Don’t sellThursday, November 10, 2011
  45. 45. Participation Best Practices • Share • Don’t sell • Be a trusted advisor • Don’t sell • Connect, recommend, referThursday, November 10, 2011
  46. 46. Participation Best Practices • Share • Don’t sell • Be a trusted advisor • Don’t sell • Connect, recommend, refer • Don’t sellThursday, November 10, 2011
  47. 47. RepurposingThursday, November 10, 2011
  48. 48. 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 contributorsThursday, November 10, 2011
  49. 49. 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 dumbThursday, November 10, 2011
  50. 50. Don’t forget… matt@heinzmarketing.comThursday, November 10, 2011
  51. 51. @heinzmarketing Time for questions! For more information or to schedule a Trada demo, email sfox@trada.com @annafsawyerThursday, November 10, 2011
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×