B2B Content Strategy - Matt Heinz


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Matt Heinz' session at MarketMix 2014

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B2B Content Strategy - Matt Heinz

  1. 1. B2B Content: Driving Sales, Renewals & Repeat Purchases Matt Heinz President, Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing
  2. 2. Housekeeping •  Copy of this deck •  Offers for you – Successful Selling – The Modern Marketer’s Field Guide – Content Marketing Best Practices Guide •  Give me a business card noting what you want… – It s that simple…
  3. 3. One hour in one sentence “Sell the hole, not the drill”
  4. 4. People & problems, not products
  5. 5. What do customers care about?
  6. 6. The buying progression SolutionProblem/ Pain Objective/ Outcome
  7. 7. Prospect Engagement Funnel Active Sales Cycle Channels: CRM, 1:1 Goal: Sell New Customer Drip Marketing Channels: Email Newsletters, CRM System Goal: Drive Active Prospects Network / Open Community Channels: Twitter, Facebook, Blog, LinkedIn Goal: Drive Registration 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 Referral & Tell-a-Friend Offers Network / Community Invites New Opportunity Alerts 1:1 with Existing Customer In-Market Events Next Step Accelerator IdeasCustomer Targets (based on persona profiles)
  8. 8. Marketing plan in 5 questions 1.  What/who are your targets? 2.  What do they care about? What outcome 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?
  9. 9. Your customers
  10. 10. Opportunity StagesOpportuni)es   Qualified   Prospect  has  a  need  &  budget,  and  is  ac4vely  evalua4ng   solu4ons   Presenta/on  &  Demo   Demo  has  been  scheduled  or  completed;  working  through   objec4ons  &  ques4ons   Proposal   Formal  proposal  is  in  process  or  has  been  delivered  outlining   terms,  services,  fees   Nego/a/on   Prospect  has  verbally  agreed  to  do  business;  both  sides  are   working  through  final  legal/term/service/fee  details   Close   Agreement  has  been  signed  and  returned   Closed  Lost   Opportunity  has  stalled  indefinitely  or  is  dead  
  11. 11. Custom messages by role Audience   Drivers   Pain  Points   Value  Proposi)ons  (bullet  points)   Key  Messages   Ver)cal  #1   CEO   IT/CIO   CFO   CMO  
  12. 12. Content filters •  Sales stage •  Primary decision-maker •  Objections/obstacles
  13. 13. Three types of content 1. Proactive 2. Reactive 3. Participatory
  14. 14. Planning content Theme 1 Week 1 Theme 2 Theme 3 Theme 4 Week 2 Week 3 Week 4
  15. 15. Editorial calendar example
  16. 16. Five common content marketing mistakes 1.  Not having a plan up front 2.  Writing for the company instead of the customer 3.  Not encouraging and participating in two- way communication 4.  Not promoting, aggregating and curating great content from others 5.  Only producing written content
  17. 17. Repurposing
  18. 18. 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
  19. 19. 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
  20. 20. Getting sales to use your content 1.  How does it help them make money? 2.  Get sales leadership to buy-in first 3.  Show examples of how it works 4.  Teach, train, launch, reinforce, measure & celebrate 5.  Create systems that make it easy
  21. 21. Don t forget… matt@heinzmarketing.com
  22. 22. Thank you! Matt Heinz @heinzmarketing matt@heinzmarketing.com 877-291-0006