How to manage your sales & marketing like a presidential campaign
 

How to manage your sales & marketing like a presidential campaign

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How to manage your sales & marketing like a presidential campaign How to manage your sales & marketing like a presidential campaign Presentation Transcript

  • How to Manage Your Sales &Marketing Like a Presidential Campaign Matt Heinz President, Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing
  • Housekeeping• Copy of this deck• Offers for you – 10 minute brainstorm – Successful Selling – Successful Social Selling• Bring me a business card after the talk – Write on the back which of the above offers you want (“all of the above” is fine too)
  • Last Slide First1. Know your target market2. Choose your platform3. Start early & think long-term4. Re-think the meaning of “campaigns”5. Build communities6. Partner wisely7. Focus more time on “undecided” voters8. Sales & marketing is best not left solely to the sales & marketing professionals
  • 1. Know your target market
  • Five questions to start• What/who are your targets?• What do they care about? What outcome are they seeking?• Where do you find them?• What or who influences them?• How do they want to engage and (eventually) buy?
  • Your customers
  • 2. Choose your platform
  • What are they talking about?
  • The buying progression Problem/ Solution Objective/ Pain Outcome
  • Custom messages by role Audience Drivers Pain Points Value Propositions (bullet points) Key MessagesVertical #1 CEO IT/CIO CFO CMO Audience Drivers Pain Points Value Propositions (bullet points) Key MessagesVertical #2 CEO
  • 3. Start early & think long term
  • 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 Invites
  • Leads & Opportunities Stage Definition Sales Next Step(s) Marketing Next Step(s) New lead, has not been attempted or contacted by Begin follow-up to get on the phone live to Provide scripts and response offers as Open/Not Attempted sales qualify as opportunity needed to increase call-backs Sales has begun the process of following the lead Continue follow-up attempts via phone, Provide scripts and response offers as Attempting to Contact follow-up process to reach the prospect live email, "zero out" to reach prospect live needed to increase call-backs Prospect has expressed interest in ABC Company Once prospect has been qualified, either Provide collateral, case studies and other and/or achieving better results, and is interested in move into a "Qualified" opportunity or information as needed to help prospect Interested learning more; full qualification criteria move to Nurture (if timeline is long-term or determine sales intent intent/purchase timeline still unknown undetermined) Leads Prospect is interested, but there is no near-term no action Drip marketing to prospect 1-2 times per opportunity to buy (prospect may have other month with value-added offers, until Nurture immediate priorities, or may just need more time to theyre ready to engage in a short-term consider interest/intent) buying cycle again Havent been able to get ahold of prospect after no action Drip marketing to prospect 1-2 times per repeated attempts month with value-added offers, until Unresponsive theyre ready to engage in a short-term buying cycle again No Further Action Lead is not a qualified prospect no action no action Prospect has a need & budget, and is actively Get demo commitment, plan next steps and Provide additional support tools as evaluating solutions timeline to buy (or at least make decision) needed (case studies, etc.) to help Qualified with prospect accelerate prospect interest and buying cycle Demo has been scheduled or completed; working Get permission to present formal proposal Provide additional support tools as through objections & questions needed (case studies, etc.) to help Presentation & Demo accelerate prospect interest and buying cycle Opportunities Formal proposal is in process or has been delivered Get verbal commitment to buy pending no action Proposal outlining terms, services, fees finalization of terms Prospect has verbally agreed to do business; both Sign, seal and return baby! no action Negotiation sides are working through final legal/term/service/fee details Close Agreement has been signed and returned victory lap no action Opportunity has stalled indefinitely or is dead no action Drip marketing to prospect 1-2 times per month with value-added offers, until Closed Lost theyre ready to engage in a short-term buying cycle again
  • 4. Rethink “campaigns”
  • 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?
  • Custom messages by role Audience Drivers Pain Points Value Propositions (bullet points) Key MessagesVertical #1 CEO IT/CIO CFO CMO Audience Drivers Pain Points Value Propositions (bullet points) Key MessagesVertical #2 CEO
  • Planning content Week 1 Week 2 Week 3 Week 4 Theme 1 Theme 2 Theme 3 Theme 4
  • Editorial calendar example Market Leader Q2 2010 Editorial Calendar Q2 May June Week of May 3 Week of May 10 Week of May 17 Week of May 24 Week of May 31 Week of June Week of June 14 Week of June 21 Week of June 28 Corporate Theme Spring Season Heats Up New Vision for Real Estate Industry Are you growing your market share? Content Theme Bringing it all together to grow your business Company News (PR) Fiji Release Leading RE free trial Gathering of Eagles 200th MLS Keynote Recap Industry Calendar Mid-year NAR Broker Ops (Bob) Agent productivity tools - Creating a customer- Top 10 reasons why 12 ways to motivate, whats recommended, centric brokerage (blog) brokers should care about excite and retain your whats working (blog, AR) social media (blog, AR) agents (blog) Broker LinkedIn Group Questions What productivity tools are What does customer- How many conferences to What is your brokerage How has business been What are your best What is your brokerage How much training do you your agents using? Any centric mean at your do you attend each year? doing with social media? since the home-buyer practices for motivating, doing to encourage and provide your agents? that have been adopted brokerage? What are Which are your favorites Can you measure specific credit expired? What new exciting and retaining your facilitate teamwork and What topics do you focus across the brokerage? your best practices around and why? new business from these promotions have you agents? resource sharing? on?Training & Education this? investments? instituted to replace it? Leadership (Ian) The best customer service Early listing season Why listings matter even Attracting & recruiting advice I ever received observations (blog) in a buyers market (blog) agents (blog) (blog) Agents & Teams (Scott) How to share best Team collaboration best How to be more efficient Combining resources practices across your practices (blog, AR) when you dont always across a team to increase team (blog, AR) share the same marketing impact (blog, workspace (blog, AR) AR) Sales & Marketing Advice (anon) Five seller appeasement Seller marketing tips from Best practices for listing strategies that wont break real estate veterans (blog, presentations (blog, AR) the bank (blog, AR) AR) Search & Web Tips (Thad) How to increase your Why your Web domain is How to be immediately How to help local Using social media to Twitter followers (blog, so important (and why its responsive to your Web buyers/sellers find your market your listings (blog, AR) not) (blog, AR) leads (blog, AR) Web site (blog, AR) AR) Market Leader Voices Guest Posts: Broker Web site success stories (pull Guest Posts: Best customer service you ever gave or received Guest Posts: Tips and Tricks to Establish Yourself as the Market LeaderLeadership Commentary from Exit customers) Five Ways to be a Market Leader 5 ways to improve your 5 ways to build a business 5 ways to instantly TBD TBD TBD TBD TBD (Video) search results (Thad) within a business (Ian) improve your customer service (Scott) Ians Leadership Videos Five Characteristics of a Building a Customer- Why Lead Management Knowing when technology Successful Real Estate Centric Brokerage Matters (and why its often is important, and when its Business ignored) not
  • Five common contentmarketing mistakes1. Not having a plan up front2. Writing for the company instead of the customer3. Not encouraging and participating in two- way communication4. Not promoting, aggregating and curating great content from others5. Only producing written content
  • Repurposing
  • 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 contributors
  • 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 dumb
  • 5. Build communities
  • Top sales reps – social tips1. Get new introductions from existing network2. Get new introductions from others in their organization3. Watch for buying signals across the social Web4. Target both individuals and keywords5. Build deeper, early relationships with new prospects6. Directly share information, become an expert, generate a following
  • Finding more sales on LinkedIn• Read the Daily Digest…daily• Join and participate in groups• Keep your profile up to date• Ask and answer questions• Give recommendations & skill endorsements• Ask for specific referrals and introductions• Use Signals
  • Finding more sales on Twitter• Follow your prospects• Follow your partners• Curate customer-centric content• Listen for buying signals• Watch and use hashtags
  • Nine Social Selling Tools1. HootSuite2. Nearstream3. TweetAdder4. Dlvr.it5. Buffer6. UnTweeps7. TextExpander or ActiveWords8. Email Alerts9. Morning Coffee
  • 6. Partner wisely
  • Managing referral sources Productivity 1. Proactive 2. Reactive 3. Minimal 4. Dark Monthly meetings Monthly Bi-monthly call Quarterly call Joint pipeline meeting/call Gist Gist Gist Gist Twitter Twitter 1. Elite Twitter Twitter Bi-monthly Monthly calls Quarterly call Quarterly call meetings Gist Gist Joint pipeline Twitter 2. Good Gist Twitter Importance Quarterly meetings Quarterly call Email only Email only Gist 3. Occasional Email only Email only Email only Email only 4. Minimal
  • 7. Focus on the “undecideds”
  • When prospects go dark…1. Try a different channel2. Try a different contact3. Share something unrelated4. Try a different angle5. Engage their influencers6. Move on
  • Last Slide First1. Know your target market2. Choose your platform3. Start early & think long-term4. Re-think the meaning of “campaigns”5. Build communities6. Partner wisely7. Focus more time on “undecided” voters8. Sales & marketing is best not left solely to the sales & marketing professionals
  • If you want more…
  • Questions?