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3/14/2015 Heinz Marketing, Inc 1
Building Sales Through Influence
• Matt Heinz
• President, Heinz Marketing Inc
• matt@hei...
3/14/2015 Heinz Marketing, Inc 2
Housekeeping
• Copy of this deck
• Offers for you
• 10 minute brainstorm
• Modern Markete...
3/14/2015 Heinz Marketing, Inc 3
This IS the new PR…
3/14/2015 Heinz Marketing, Inc 4
Last Slide First
• Give to get
• Have a pipeline mentality
• Build relationships
• Be pat...
3/14/2015 Heinz Marketing, Inc 5
Objectives
• How will you measure success?
• Direct & indirect metrics
• Pipeline contrib...
3/14/2015 Heinz Marketing, Inc 6
Who are influencers anyway?
• Bloggers
• Authors
• Community Leaders
• Speakers
• Peers
•...
3/14/2015 Heinz Marketing, Inc 7
What makes them influential?
• Reach
• Respect
• Leverage
• Efficiency
• Action
3/14/2015 Heinz Marketing, Inc 8
How & where do you find them?
• Past event speakers
• Existing industry rankings
• Twitte...
3/14/2015 Heinz Marketing, Inc 9
Are you asking the right question?
• Not what you need from them…
• What do they need fro...
3/14/2015 Heinz Marketing, Inc 10
Eight ways to reach & engage
influencers in your industry
3/14/2015 Heinz Marketing, Inc 11
1. Give to get
3/14/2015 Heinz Marketing, Inc 12
2. Don’t assign them to your PR agency
3/14/2015 Heinz Marketing, Inc 13
3. Get to know their audience & focus areas
3/14/2015 Heinz Marketing, Inc 14
4. Give them a good story to tell
3/14/2015 Heinz Marketing, Inc 15
5. Make them look smart to their followers
3/14/2015 Heinz Marketing, Inc 16
6. Start your asks small
3/14/2015 Heinz Marketing, Inc 17
7. Get face time when possible
3/14/2015 Heinz Marketing, Inc 18
8. Ask for their feedback (but make it easy)
3/14/2015 Heinz Marketing, Inc 19
The ultimate influencer success story
3/14/2015 Heinz Marketing, Inc 20
How did they do it?
• Pre-existing relationships
• Authenticity in time & value
• Value ...
3/14/2015 Heinz Marketing, Inc 21
Other successful campaigns
• Lattice Engines - #MKTGNerd campaign
• Marketo Luminaries (...
3/14/2015 Heinz Marketing, Inc 22
Last Slide Last
• Give to get
• Have a pipeline mentality
• Build relationships
• Be pat...
3/14/2015 Heinz Marketing, Inc 23
If you want more…
@heinzmarketing
matt@heinzmarketing.com
3/14/2015 Heinz Marketing, Inc 24
Thank You!
Matt Heinz
President, Heinz Marketing
@heinzmarketing
matt@heinzmarketing.com
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Building Sales Through Influence

March 11, 2015 presentation to the Seattle Search Network

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Building Sales Through Influence

  1. 1. 3/14/2015 Heinz Marketing, Inc 1 Building Sales Through Influence • Matt Heinz • President, Heinz Marketing Inc • matt@heinzmarketing.com @heinzmarketing
  2. 2. 3/14/2015 Heinz Marketing, Inc 2 Housekeeping • Copy of this deck • Offers for you • 10 minute brainstorm • Modern Marketer’s Field Guide • Content Marketing Best Practice Guide • B2B Sales & Marketing Metrics Best Practices Guide • Send me an email (matt@heinzmarketing.com) with what you want
  3. 3. 3/14/2015 Heinz Marketing, Inc 3 This IS the new PR…
  4. 4. 3/14/2015 Heinz Marketing, Inc 4 Last Slide First • Give to get • Have a pipeline mentality • Build relationships • Be patient • Reciprocate & participate • Measure
  5. 5. 3/14/2015 Heinz Marketing, Inc 5 Objectives • How will you measure success? • Direct & indirect metrics • Pipeline contribution • Media replacement value • Lead generation replacement value
  6. 6. 3/14/2015 Heinz Marketing, Inc 6 Who are influencers anyway? • Bloggers • Authors • Community Leaders • Speakers • Peers • Loud People • YOU
  7. 7. 3/14/2015 Heinz Marketing, Inc 7 What makes them influential? • Reach • Respect • Leverage • Efficiency • Action
  8. 8. 3/14/2015 Heinz Marketing, Inc 8 How & where do you find them? • Past event speakers • Existing industry rankings • Twitter lists • Trade publication contributors • Online community leaders • Little Bird
  9. 9. 3/14/2015 Heinz Marketing, Inc 9 Are you asking the right question? • Not what you need from them… • What do they need from you?
  10. 10. 3/14/2015 Heinz Marketing, Inc 10 Eight ways to reach & engage influencers in your industry
  11. 11. 3/14/2015 Heinz Marketing, Inc 11 1. Give to get
  12. 12. 3/14/2015 Heinz Marketing, Inc 12 2. Don’t assign them to your PR agency
  13. 13. 3/14/2015 Heinz Marketing, Inc 13 3. Get to know their audience & focus areas
  14. 14. 3/14/2015 Heinz Marketing, Inc 14 4. Give them a good story to tell
  15. 15. 3/14/2015 Heinz Marketing, Inc 15 5. Make them look smart to their followers
  16. 16. 3/14/2015 Heinz Marketing, Inc 16 6. Start your asks small
  17. 17. 3/14/2015 Heinz Marketing, Inc 17 7. Get face time when possible
  18. 18. 3/14/2015 Heinz Marketing, Inc 18 8. Ask for their feedback (but make it easy)
  19. 19. 3/14/2015 Heinz Marketing, Inc 19 The ultimate influencer success story
  20. 20. 3/14/2015 Heinz Marketing, Inc 20 How did they do it? • Pre-existing relationships • Authenticity in time & value • Value by association • Exposure & lead sharing • Templates and support
  21. 21. 3/14/2015 Heinz Marketing, Inc 21 Other successful campaigns • Lattice Engines - #MKTGNerd campaign • Marketo Luminaries (from the 2013 Marketing Nation Summit) • InsideView “Top 25 Sales Influencers” Awards
  22. 22. 3/14/2015 Heinz Marketing, Inc 22 Last Slide Last • Give to get • Have a pipeline mentality • Build relationships • Be patient • Reciprocate & participate • Measure
  23. 23. 3/14/2015 Heinz Marketing, Inc 23 If you want more… @heinzmarketing matt@heinzmarketing.com
  24. 24. 3/14/2015 Heinz Marketing, Inc 24 Thank You! Matt Heinz President, Heinz Marketing @heinzmarketing matt@heinzmarketing.com

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