Using Social Media to Find & Close Business
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Using Social Media to Find & Close Business

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Presentation from the AA ISP Summit in Minneapolis on May 11/12. Conducted with Matt Heinz of Heinz Marketing and covering how to use social media as part of the outreach and prospecting process for ...

Presentation from the AA ISP Summit in Minneapolis on May 11/12. Conducted with Matt Heinz of Heinz Marketing and covering how to use social media as part of the outreach and prospecting process for inside sales professionals.

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Using Social Media to Find & Close Business Using Social Media to Find & Close Business Presentation Transcript

  • Using Social Media to
    Find & Close More Business
    AA-ISP Annual Conference
    5/11/2010
    Robert PeaseVice President of Marketing
    robert@gist.com
    @RobertAtGist
    Matt Heinz
    Principal, Heinz Marketing
    matt@heinzmarketing.com
    @heinzmarketing
  • Last slide first*
    Find & engage prospects “upstream” before they are active buyers
    Participate in their communities as a peer to build trust & credibility
    Use research tools to customize approach with new targets
    Publish your own source(s) of value-added content to attract new prospects to you
    Marketing is too important to leave to the marketers (let alone the sales reps)
    #gist/@RobertAtGist
    Copyright © 2010 Gist
    2
    *Thanks to Zach Nelson, CEO, Netsuite
  • Quick Audience Audit
    Social media usage
    Social lead generation
    Social deal acceleration
    #gist/@RobertAtGist
    @HeinzMarketing
    View slide
  • Prospect Engagement Funnel
    #gist/@RobertAtGist
    @HeinzMarketing
    Next Step Accelerator Ideas
    Customer Targets (based on persona profiles)
    Network-exclusive access to content
    Value-added special offers
    Discovery events
    White papers, top ten tips, etc.
    Network / Open Community
    Channels: Twitter, Facebook, Blog, LinkedIn
    Goal: Drive Registration
    Drip Marketing
    Channels: Email Newsletters, CRM System
    Goal: Drive Active Prospects
    Testimonials, Success Stories
    Profile-Specific Messages
    New product/service offers
    Active Sales Cycle
    Channels: CRM, 1:1
    Goal: Sell
    New Opportunity Alerts
    1:1 with Existing Customer
    In-Market Events
    Referral & Tell-a-Friend Offers
    Network / Community Invites
    New Customer
    View slide
  • Social Media & Sales Survey
    Collected via on-line survey (n=499)
    Gist users so skewed in terms of use of social media
    But…a good leading indicator
    Wanted to understand usage as well as results
    You know what they say about statistics…
    5
    #gist/@RobertAtGist
  • Finding information…
    6
    #gist/@RobertAtGist
  • Social media generates revenue…
    7
    #gist/@RobertAtGist
  • Up to 20% more…
    8
    #gist/@RobertAtGist
  • But does not always reduce sales cycles
    9
    #gist/@RobertAtGist
  • Popular tools…
    10
    #gist/@RobertAtGist
  • Email isn’t going anywhere…
    11
    “Email is life's database”
    “Email is the foundation of all that I do.”
    “Email is part of what I do everyday. Going outside of Outlook slows my productivity.”
    “I prefer to stay in email. It is where I live and where work gets done.”
    “Most of the time spent is in Email, it becomes - with all its quirks - the primary organization and contact management tool.”
    #gist/@RobertAtGist
  • The Social Inbox - Email +Content
    12
  • Social CRM – have intelligent conversations
    13
    #gist/@RobertAtGist
  • Social when you need it most…
    14
    #gist/@RobertAtGist
  • Four Zones of Engagement
    Zone of Amazement
    Zone of Affection
    Zone of Indifference
    Zone of Disdain
    • Over 6 hours to respond
    • Generic response
    • Direct sales tactics
    • Nothing worth sharing
    • Partial coverage
    • Response within 4 – 6 Hours
    • Sales = Support
    • Actionable & meaningful
    • Contribute domain knowledge
    • Response within 1-10 minutes
    • Personal & authentic
    • Speed wins
    • Complete coverage
    • DO NOT outsource
    • No coverage
    • No response
    Real-time/Near-time Response
    No Clue
    Batch & Act
    #FAIL
    #gist/@RobertAtGist
  • Tweetdeck
    #gist/@RobertAtGist
    @HeinzMarketing
  • It’s your turn…
    Let’s make this personal:
    Your industry
    Your customers
    Your product/service/solution
    Your opportunity
  • Thanks
    robert@gist.com
    twitter.com/robertatgist
    matt@heinzmarketing.com
    Twitter.com/heinzmarketing