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Finding and Closing Business from the Social Web

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  • 1. Finding & Closing Business with the Social Web Matt Heinz President, Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing
  • 2. 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
  • 3. 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
  • 4. The Heinz growth story • As of October 1, 2013 – $1M+ revenue run-rate – 13,624 newsletter subscribers – 1,500+ blog posts (avg 18,000 visitors/month) – 16,000+ Twitter followers – 7,708 Linkedin connections • So far in 2013 – 2,377 inbound leads – 162,364 blog visitors – 19th most retweeted in B2B marketing (MarketingProfs)
  • 5. Pulling away…
  • 6. 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 Customer Next Step Accelerator Ideas 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 New Opportunity Alerts 1:1 with Existing Customer In-Market Events Referral & Tell-a-Friend Offers Network / Community Invites
  • 7. What are they talking about?
  • 8. The buying progression Problem/ Pain Solution Objective/ Outcome
  • 9. 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
  • 10. 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
  • 11. LinkedIn profile best practices
  • 12. LinkedIn profile best practices
  • 13. LinkedIn profile best practices
  • 14. LinkedIn profile best practices
  • 15. 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
  • 16. Finding more sales on Twitter • • • • • Follow your prospects Follow your partners Curate customer-centric content Listen for buying signals Watch and use hashtags @heinzmarketing
  • 17. Leads from Twitter • Objective: Identify new leads from Twitter based on buying signals, needs & symptoms • Cost: Free • What to use: – Socedo – LeadTagger – Nearstream @heinzmarketing
  • 18. 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
  • 19. 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
  • 20. 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
  • 21. 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
  • 22. Top Social Selling Tools
  • 23. Workshop time • Recommended activities: – Optimize your LinkedIn profile – Set up trigger event alerts – Create your own “daily do” list for social selling – Brainstorm likely early-stage buying signals for your prospects – Build a Twitter list (for HootSuite) of your prospects & targets
  • 24. Potential team tools • • • • LinkedIn Sales Navigator GaggleAMP & dlvr.it Fliptop Hootsuite (Team Edition)
  • 25. Recommended Reading • • • • • Jamie Shanks Kurt Shaver Koka Sexton Jill Konrath Jill Rowley (@jill_rowley)
  • 26. Questions? Matt Heinz @heinzmarketing matt@heinzmarketing.com 877-291-0006

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