Using Social Media to Find & Close Business

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

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

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

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Using Social Media to Find & Close Business

by Robert Pease

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