How to  Find ,  Influence  &  Convert  More Prospects Into Customers Matt Heinz President, Heinz Marketing Inc [email_addr...
Last Slide First <ul><li>Find & engage prospects “upstream” before they are active buyers </li></ul><ul><li>Understand you...
Let’s talk about you first…
Your business objectives
Your business objectives
Prospect Engagement Funnel Active Sales Cycle Channels: CRM, 1:1  Goal: Sell New Customer Drip Marketing Channels: Email N...
Your customers
Marketing Plan in 5 Questions <ul><li>What/who are your targets? </li></ul><ul><li>What do they care about?  What outcome ...
Listening
Listening via Twitter
Vertical Groups <ul><li>ActiveRain </li></ul><ul><li>SHRM </li></ul><ul><li>ChurchCrunch </li></ul><ul><li>Focus </li></ul...
What do customers care about?
The buying progression Solution Problem/Pain Objective/Outcome
5 tips for better customer-centric sales <ul><li>Use “you” instead of “I” </li></ul><ul><li>Treat the first sales call lik...
Prospect Engagement Funnel Active Sales Cycle Channels: CRM, 1:1  Goal: Sell New Customer Drip Marketing Channels: Email N...
Three types of content <ul><li>Proactive </li></ul><ul><li>Reactive </li></ul><ul><li>Participatory </li></ul>
Planning content Theme 1 Week 1 Theme 2 Theme 3 Theme 4 Week 2 Week 3 Week 4
“ Reactive proactive”
Gist as your dashboard
Participation Best Practices <ul><li>Share </li></ul><ul><li>Don’t sell </li></ul><ul><li>Be a trusted advisor </li></ul><...
Why do you need this? Needs/Qualification Goal: Secure Presentation Presentation Goal: Establish decision date, send propo...
Why do you need a pipeline? <ul><li>Most leads aren’t sales ready </li></ul><ul><li>You can’t focus on everything </li></u...
How to approach your pipeline <ul><li>It’s a pipeline (but your prospects shouldn’t know that) </li></ul><ul><li>Different...
Keys to effective pipeline execution <ul><li>Use a lead management system </li></ul><ul><li>Clearly define lead & opportun...
Last Slide Last <ul><li>Find & engage prospects “upstream” before they are active buyers </li></ul><ul><li>Understand your...
Questions?
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Find, Influence & Convert Prospects Into Customers (Renton Chamber Presentation)

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Presentation to Renton Chamber of Commerce luncheon on March 9, 2011

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Find, Influence & Convert Prospects Into Customers (Renton Chamber Presentation)

  1. 1. How to Find , Influence & Convert More Prospects Into Customers Matt Heinz President, Heinz Marketing Inc [email_address] @heinzmarketing
  2. 2. 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>
  3. 3. Let’s talk about you first…
  4. 4. Your business objectives
  5. 5. Your business objectives
  6. 6. 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)
  7. 7. Your customers
  8. 8. 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>
  9. 9. Listening
  10. 10. Listening via Twitter
  11. 11. Vertical Groups <ul><li>ActiveRain </li></ul><ul><li>SHRM </li></ul><ul><li>ChurchCrunch </li></ul><ul><li>Focus </li></ul><ul><li>What are yours? </li></ul>
  12. 12. What do customers care about?
  13. 13. The buying progression Solution Problem/Pain Objective/Outcome
  14. 14. 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>
  15. 15. 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)
  16. 16. Three types of content <ul><li>Proactive </li></ul><ul><li>Reactive </li></ul><ul><li>Participatory </li></ul>
  17. 17. Planning content Theme 1 Week 1 Theme 2 Theme 3 Theme 4 Week 2 Week 3 Week 4
  18. 18. “ Reactive proactive”
  19. 19. Gist as your dashboard
  20. 20. Participation Best Practices <ul><li>Share </li></ul><ul><li>Don’t sell </li></ul><ul><li>Be a trusted advisor </li></ul><ul><li>Don’t sell </li></ul><ul><li>Connect, recommend, refer </li></ul><ul><li>Don’t sell </li></ul>
  21. 21. Why do you need this? Needs/Qualification Goal: Secure Presentation Presentation Goal: Establish decision date, send proposal Proposal Goal: BUY Approach Goal: Accelerate urgency, timeline to purchase Open/Attempted Goal: Get prospect on the phone Actively Working Goal: Qualify prospect as 30-60 day opportunity LEADS OPPORTUNITIES Lead becomes Active Opportunity
  22. 22. Why do you need a pipeline? <ul><li>Most leads aren’t sales ready </li></ul><ul><li>You can’t focus on everything </li></ul><ul><li>The right message at the right time </li></ul><ul><li>Maximum sales, minimum work </li></ul>
  23. 23. How to approach your pipeline <ul><li>It’s a pipeline (but your prospects shouldn’t know that) </li></ul><ul><li>Differentiate from your competitors </li></ul><ul><li>DO NOT SELL </li></ul><ul><li>Automate as much as you can </li></ul>
  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>
  25. 25. 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>
  26. 26. Questions?

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