The Fool-Proof Marketing PlanMatt HeinzPresident, Heinz Marketing Incmatt@heinzmarketing.com @heinzmarketing
Housekeeping• Copy of this deck• Offers for you– 10 minute brainstorm– Successful Selling– Secrets to Successful Social Selling• Give me a business card noting what youwant…– It’s that simple…
Last Slide First1. Understand your customer, product & objectivebefore planning (let alone executing)2. Use the resources you already before spendingmoney3. Review & assess/adjust your priorities, focusareas and execution at least weekly4. Fire lots of bullets5. Manage actively and openly6. Sales & marketing is too important to leave tosalespeople and marketers
Four steps to a better plan1. Do the math (quantify what successlooks like)2. Create a clear customer profile3. Map the sales and buying process4. Plan to fire lots of bullets
Every initiative is filtered through:• Customers• Products• Objectives
Prospect Engagement FunnelActive Sales CycleChannels: CRM, 1:1Goal: SellNewCustomerDrip MarketingChannels: Email Newsletters, CRM SystemGoal: Drive Active ProspectsNetwork / Open CommunityChannels: Twitter, Facebook, Blog, LinkedInGoal: Drive RegistrationNetwork-exclusive access to contentValue-added special offersDiscovery eventsWhite papers, top ten tips, etc.Testimonials, Success StoriesProfile-Specific MessagesNew product/service offersReferral & Tell-a-Friend OffersNetwork / Community InvitesNew Opportunity Alerts1:1 with Existing CustomerIn-Market EventsNext Step Accelerator IdeasCustomer Targets (based on persona profiles)
Calculating what you needAssumptionsProduct A ASP $ 15,000Product B ASP $ 50,000Opp/Close % 33.0%Lead/Opp % 10.0%Product A CPL $ 15Product B CPL $ 35Q1 2010 Q2 2010 Q3 2010 Q4 2010 TOTALSProduct A Sales # 50 56 63 69 238Product B Sales # 8 9 10 11 38Total Sales # 58 65 73 80 276Product A Sales $ $ 742,500 $ 841,500 $ 940,500 $1,039,500 $ 3,564,000Product B Sales $ $ 412,500 $ 453,750 $ 495,000 $ 536,250 $ 1,897,500Total Sales $ $1,155,000 $1,295,250 $1,435,500 $1,575,750 $ 5,461,500Product A Pipeline # 150 170 190 210Product B Pipeline # 25 28 30 33Total Pipeline # 175 198 220 243Product A Pipeline $ $2,250,000 $2,550,000 $2,850,000 $3,150,000Product B Pipeline $ $1,250,000 $1,375,000 $1,500,000 $1,625,000Total Pipeline $ $3,500,000 $3,925,000 $4,350,000 $4,775,000Product A Leads 1500 1700 1900 2100Product B Leads 250 275 300 325Total Leads 1750 1975 2200 2425 8350Product A LeadBudget $ 22,500 $ 25,500 $ 28,500 $ 31,500Product B LeadBudget $ 8,750 $ 9,625 $ 10,500 $ 11,375Total Lead Budget $ 31,250 $ 35,125 $ 39,000 $ 42,875 $ 148,250
Marketing plan in 5 questions1. What/who are your targets?2. What do they care about? Whatoutcome are they seeking?3. Where do you find them?4. What or who influences them?5. How do they want to engage and(eventually) buy?
The buying progressionSolutionProblem/PainObjective/Outcome
5 tips for better customer-centricsales1. Use “you” instead of “I”2. Treat the first sales call like an interview3. Align yourself with existing customerpriorities4. Respect their time5. Let your current customer sell for you
Custom messages by roleAudienceVertical #1CEOIT/CIOCFOCMOAudienceVertical #2CEODrivers Pain Points Value Propositions(bullet points) KeyMessagesKeyMessagesDrivers Pain Points Value Propositions(bullet points)
Three content questions• What do I want people to see, hear and/orlearn?• What do I want people to think?• What do I want people to do?
Social media for sales• Target individuals and keywords• Watch for early-stage buying signals• Participate as a peer• Teach sales & customer service reps tointeract directly• Use tools to manage, assign, etc.
Top sales reps – social tips1. Get new introductions from existing network2. Get new introductions from others in theirorganization3. Watch for buying signals across the social Web4. Build deeper, early relationships with newprospects5. Directly share information, become an expert,generate a following
Finding more sales on Twitter• Follow your prospects• Follow your partners• Curate customer-centric content• Listen for buying signals• Watch and use hashtags
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• Ask for specific referrals and introductions
Nine Social Selling Tools1. HootSuite2. Nearstream3. TweetAdder4. Dlvr.it5. Buffer6. UnTweeps7. TextExpander or ActiveWords8. Email Alerts9. Morning Coffee
Three types of content1.Proactive2.Reactive3.Participatory
Editorial calendar exampleMarket LeaderQ2 2010 Editorial CalendarWeek 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 28Corporate ThemeContent ThemeCompany News (PR) Fiji Release Leading RE free trial Gathering of EaglesKeynote Recap200th MLSIndustry Calendar Mid-year NARBroker Ops (Bob) Agent productivity tools -whats recommended,whats working (blog, AR)Creating a customer-centric brokerage (blog)Top 10 reasons whybrokers should care aboutsocial media (blog, AR)12 ways to motivate,excite and retain youragents (blog)Broker LinkedIn Group Questions What productivity tools areyour agents using? Anythat have been adoptedacross the brokerage?What does customer-centric mean at yourbrokerage? What areyour best practices aroundthis?How many conferences todo you attend each year?Which are your favoritesand why?What is your brokeragedoing with social media?Can you measure specificnew business from theseinvestments?How has business beensince the home-buyercredit expired? What newpromotions have youinstituted to replace it?What are your bestpractices for motivating,exciting and retaining youragents?What is your brokeragedoing to encourage andfacilitate teamwork andresource sharing?How much training do youprovide your agents?What topics do you focuson?Leadership (Ian) The best customer serviceadvice I ever received(blog)Early listing seasonobservations (blog)Why listings matter evenin a buyers market (blog)Attracting & recruitingagents (blog)Agents & Teams (Scott) How to share bestpractices across yourteam (blog, AR)Team collaboration bestpractices (blog, AR)How to be more efficientwhen you dont alwaysshare the sameworkspace (blog, AR)Combining resourcesacross a team to increasemarketing impact (blog,AR)Sales & Marketing Advice (anon) Five seller appeasementstrategies that wont breakthe bank (blog, AR)Seller marketing tips fromreal estate veterans (blog,AR)Best practices for listingpresentations (blog, AR)Search & Web Tips (Thad) How to increase yourTwitter followers (blog,AR)Why your Web domain isso important (and why itsnot) (blog, AR)How to be immediatelyresponsive to your Webleads (blog, AR)How to help localbuyers/sellers find yourWeb site (blog, AR)Using social media tomarket your listings (blog,AR)Market Leader VoicesFive Ways to be a Market Leader(Video)5 ways to improve yoursearch results (Thad)5 ways to build a businesswithin a business (Ian)5 ways to instantlyimprove your customerservice (Scott)TBD TBD TBD TBD TBDIans Leadership Videos Five Characteristics of aSuccessful Real EstateBusinessBuilding a Customer-Centric BrokerageWhy Lead ManagementMatters (and why its oftenignored)Knowing when technologyis important, and when itsnotBringing it all together to grow your businessLeadershipCommentaryTraining&EducationGuest Posts: Broker Web site success stories (pullfrom Exit customers)Guest Posts: Best customer service you ever gave or received Guest Posts: Tips and Tricks to Establish Yourself as the Market LeaderSpring Season Heats Up Are you growing your market share?Q2May JuneNew Vision for Real Estate Industry
Five common contentmarketing mistakes1. Not having a plan up front2. Writing for the company instead of thecustomer3. Not encouraging and participating in two-way communication4. Not promoting, aggregating and curatinggreat content from others5. Only producing written content
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 inspiration1. Customer questions2. Stuff you read3. People you disagree with4. Your customer-facing teams5. Trade press6. Conferences, panels & Webinars7. Twitter hashtags8. LinkedIn Answers9. The news10.Things you see that are dumb
Keys to effective pipeline execution• Use a lead management system• Clearly define lead & opportunity stages• Focus on great content• Make it easy for prospects to self-selectand move forward
Management essentials• Roles & responsibilities• Triage• Scorecards• Meeting rhythm• Transparency and trust• Track to the close
Six reasons why your sales(might) suck1. Are you selling to the right buyer?2. Are you selling benefits or features?3. Do you sound desperate?4. Do your sales & marketing teams agree?5. Do your customers want what you’reselling?6. What are they saying behind your back?
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