Finding & Closing Business with the Social Web

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Million Dollar Idea Day presentation deck from March 27, 2014

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Finding & Closing Business with the Social Web

  1. 1. Finding & Closing Business with the Social Web Matt Heinz President, Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing
  2. 2. Housekeeping • Copy of this deck • Offers for you – 10 minute brainstorm – Successful Social Selling – Modern Marketer’s Field Guide – Content Marketing Best Practice Guide • Send me an email (or bring me a business card) with what you want matt@heinzmarketing.com
  3. 3. Examples of ROI • Jill Rowley – Top Eloqua rep, 7 of 8 years • Cold Calling vs. Social Prospecting – 50% increase in opportunity creation • Lead to Engaged Opportunity Acceleration – 25% higher conversion rates • Social Proximity Lead Distribution – 35% better response rates
  4. 4. The Heinz growth story • Founded five years ago – No revenue – 1,500 newsletter subscribers – 250 blog posts (avg 1,200 visitors/month) – ~2,000 Twitter followers – ~600 Linkedin connections
  5. 5. The Heinz growth story • As of October 1, 2013 – $1M+ revenue run-rate – 13,624 newsletter subscribers – 1,500+ blog posts (avg 18,000 visitors/month) – 16,000+ Twitter followers – 7,708 LinkedIn connections • Today – 18,000 newsletter subscribers – 26,000+ Twitter followers – 9,800+ LinkedIn connections
  6. 6. One hour in one sentence “Sell the hole, not the drill”
  7. 7. Last Slide First 1. Find & engage prospects “upstream” before they are active buyers 2. Participate in their communities as a peer to build trust & credibility 3. Use research tools to customize approach with new targets 4. Publish your own source(s) of value-added content to attract new prospects to you @heinzmarketing
  8. 8. 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)
  9. 9. What are they talking about?
  10. 10. The buying progression SolutionProblem/ Pain Objective/ Outcome
  11. 11. Top sales reps – social tips 1. Get new introductions from existing network 2. Get new introductions from others in their organization 3. Watch for buying signals across the social Web 4. Target both individuals and keywords 5. Build deeper, early relationships with new prospects 6. Directly share information, become an expert, generate a following
  12. 12. Finding more sales on LinkedIn • Read the Daily Digest…daily • Join and participate in groups • Keep your profile up to date • Give skill endorsements • Ask for specific referrals and introductions • Create saved searches • Use LinkedIn Contacts • Use trigger event tools
  13. 13. LinkedIn profile best practices
  14. 14. LinkedIn profile best practices
  15. 15. LinkedIn profile best practices
  16. 16. LinkedIn profile best practices
  17. 17. Groups & Saved Searches • Group Best Practices – No selling – Likes & comments go a long ways – Alerts to new members • Saved Searches – Examples: • New roles in territory • New decision-makers or bosses • Title changes & promotions
  18. 18. Finding more sales on Twitter • Follow your prospects • Follow your partners • Curate customer-centric content • Listen for buying signals • Watch and use hashtags @heinzmarketing
  19. 19. Leads from Twitter • Objective: Identify new leads from Twitter based on buying signals, needs & symptoms • Cost: Free • What to use: – Socedo – LeadTagger – Nearstream @heinzmarketing
  20. 20. Newsle • Objective: Know every time your prospects are mentioned online, in the news, or in social media • Cost: Free • How it works: – Identify your prospects – Sign up for email alerts – Follow-up @heinzmarketing
  21. 21. Buffer • Objective: Automate throttling and distribution of curated content to up to 20 social channels • Cost: $20/month • How it works: – Identify value-added content worth sharing on Twitter, Facebook, LinkedIn (including groups) – One-click to share & choose appropriate channels – Automatically queues content for future distribution @heinzmarketing
  22. 22. Top Social Selling Tools
  23. 23. Daily Do Lists • Objective: Engage with social selling best practices daily • Cost: Free • How It Works: – Schedule a daily meeting with yourself at 7:30 am (or whenever you start your work day) – Work through the list @heinzmarketing
  24. 24. Matt’s Daily Do List 1. Schedule (yesterday & today) 2. Touch Base (birthdays, Likes) 3. Endorsements (skills, Kred, Klout, Connect.me, MeritShare) 4. Spam folder 5. Network (Twitter adds, G+ Circles) 6. Engage (Comments, LinkedIn Groups) 7. Prospecting @heinzmarketing
  25. 25. Recommended Reading • Jamie Shanks • Kurt Shaver • Koka Sexton • Jill Konrath • Jill Rowley (@jill_rowley)
  26. 26. Last Slide Last 1. Find & engage prospects “upstream” before they are active buyers 2. Participate in their communities as a peer to build trust & credibility 3. Use research tools to customize approach with new targets 4. Publish your own source(s) of value-added content to attract new prospects to you @heinzmarketing
  27. 27. Questions? Matt Heinz @heinzmarketing matt@heinzmarketing.com 877-291-0006

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