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Content Marketing for Sales

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In his presentation, Matt Heinz explains how to customize content for the sales cycle.

In his presentation, Matt Heinz explains how to customize content for the sales cycle.

Published in: Marketing, Business, Technology

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Transcript

  • 1. Content Marketing for Sales Matt Heinz President, Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing
  • 2. People & problems, not products
  • 3. What do customers care about?
  • 4. The buying progression Problem/ Pain Solution Objective/ Outcome
  • 5. 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
  • 6. Opportunity Stages Qualified   Opportuni)es   Presenta/on  &  Demo   Proposal   Nego/a/on   Close   Prospect  has  a  need  &  budget,  and  is  ac4vely  evalua4ng   solu4ons   Demo  has  been  scheduled  or  completed;  working  through   objec4ons  &  ques4ons   Formal  proposal  is  in  process  or  has  been  delivered  outlining   terms,  services,  fees   Prospect  has  verbally  agreed  to  do  business;  both  sides  are   working  through  final  legal/term/service/fee  details   Agreement  has  been  signed  and  returned   Opportunity  has  stalled  indefinitely  or  is  dead   Closed  Lost  
  • 7. Custom messages by role   Ver)cal  #1   Audience   Drivers   Pain  Points   Value  Proposi)ons  (bullet  points)   Key  Messages               CEO                 IT/CIO                 CFO       CMO                                                                        
  • 8. Content filters •  Sales stage •  Primary decision-maker •  Objections/obstacles
  • 9. Workshop time! Matt Heinz @heinzmarketing matt@heinzmarketing.com 877-291-0006
  • 10. #CONTENTSF