Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

PSBJ - Accelerating Sales Without a Marketing Budget


Published on

Presentation deck from August 14, 2012 Puget Sound Business Journal seminar

Published in: Business, Technology
  • Login to see the comments

PSBJ - Accelerating Sales Without a Marketing Budget

  1. 1. Accelerate Your Success with a Better Go To Market Strategy Matt Heinz President, Heinz Marketing Inc @heinzmarketing
  2. 2. Housekeeping• Copy of this deck• Offers for you – 10 minute brainstorm – Successful Selling – Secrets to Successful Social Selling• Email me what you want – It’s that simple…
  3. 3. Choose from five projects1. Sales goals & pipeline planning2. Target customer profiles & messaging3. Lead & opportunity stages4. Content editorial calendar5. Social lead generation channels and buying signals
  4. 4. Last Slide First1. Understand your customer, product & objective before planning (let alone executing)2. Use the resources you already before spending money3. Review & assess/adjust your priorities, focus areas and execution at least weekly4. Fire lots of bullets5. Manage actively and openly6. Sales & marketing is too important to leave to salespeople and marketers
  5. 5. Four steps to a better plan1. Do the math (quantify what success looks like)2. Create a clear customer profile3. Map the sales and buying process4. Plan to fire lots of bullets
  6. 6. Every initiative is filtered through:• Customers• Products• Objectives
  7. 7. Prospect Engagement Funnel Customer Targets (based on persona profiles) Next Step Accelerator Ideas Network-exclusive access to content Network / Open Community Value-added special offers Channels: Twitter, Facebook, Blog, LinkedIn Discovery events Goal: Drive Registration White papers, top ten tips, etc. Drip Marketing Testimonials, Success Stories Channels: Email Newsletters, CRM System Profile-Specific Messages Goal: Drive Active Prospects New product/service offers Active Sales Cycle New Opportunity Alerts Channels: CRM, 1:1 1:1 with Existing Customer Goal: Sell In-Market Events New Referral & Tell-a-Friend Offers Customer Network / Community Invites
  8. 8. Calculating what you need Assumptions Product A ASP $ 15,000 Product B ASP $ 50,000 Opp/Close % 33.0% Lead/Opp % 10.0% Product A CPL $ 15 Product B CPL $ 35 Q1 2010 Q2 2010 Q3 2010 Q4 2010 TOTALS Product A Sales # 50 56 63 69 238 Product B Sales # 8 9 10 11 38 Total Sales # 58 65 73 80 276 Product A Sales $ $ 742,500 $ 841,500 $ 940,500 $1,039,500 $ 3,564,000 Product B Sales $ $ 412,500 $ 453,750 $ 495,000 $ 536,250 $ 1,897,500 Total Sales $ $1,155,000 $1,295,250 $1,435,500 $1,575,750 $ 5,461,500 Product A Pipeline # 150 170 190 210 Product B Pipeline # 25 28 30 33 Total Pipeline # 175 198 220 243 Product A Pipeline $ $2,250,000 $2,550,000 $2,850,000 $3,150,000 Product B Pipeline $ $1,250,000 $1,375,000 $1,500,000 $1,625,000 Total Pipeline $ $3,500,000 $3,925,000 $4,350,000 $4,775,000 Product A Leads 1500 1700 1900 2100 Product B Leads 250 275 300 325 Total Leads 1750 1975 2200 2425 8350 Product A Lead Budget $ 22,500 $ 25,500 $ 28,500 $ 31,500 Product B Lead Budget $ 8,750 $ 9,625 $ 10,500 $ 11,375 Total Lead Budget $ 31,250 $ 35,125 $ 39,000 $ 42,875 $ 148,250
  9. 9. Marketing plan in 5 questions1. 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?
  10. 10. Your customers
  11. 11. Put your marketing budget on adiet• Combine PR and social media• Hire your customers• Use more content (yours and theirs)• Join and participate in communities• Build and launch remarkable products
  12. 12. Management essentials• Roles & responsibilities• Triage• Scorecards• Meeting rhythm• Transparency and trust• Track to the close
  13. 13. What do customers care about?
  14. 14. The buying progression Problem/ Solution Objective/ Pain Outcome
  15. 15. 5 tips for better customer-centricsales 1. Use “you” instead of “I” 2. Treat the first sales call like an interview 3. Align yourself with existing customer priorities 4. Respect their time 5. Let your current customer sell for you
  16. 16. Custom messages by role Audience Drivers Pain Points Value Propositions(bullet points) Key MessagesVertical #1 CEO IT/CIO CFO CMO Audience Drivers Pain Points Value Propositions(bullet points) Key MessagesVertical #2 CEO
  17. 17. Three content questions• What do I want people to see, hear and/or learn?• What do I want people to think?• What do I want people to do?
  18. 18. Social media for sales• Target individuals and keywords• Watch for early-stage buying signals• Participate as a peer• Teach sales & customer service reps to interact directly• Use tools to manage, assign, etc.
  19. 19. Top sales reps – social tips1. Get new introductions from existing network2. Get new introductions from others in their organization3. Watch for buying signals across the social Web4. Build deeper, early relationships with new prospects5. Directly share information, become an expert, generate a following
  20. 20. Finding more sales on Twitter• Follow your prospects• Follow your partners• Curate customer-centric content• Listen for buying signals• Watch and use hashtags
  21. 21. Finding more sales on LinkedIn• Read the Daily Digest…daily• Join and participate in groups• Keep your profile up to date• Ask and answer questions• Give recommendations• Ask for specific referrals and introductions
  22. 22. Nine Social Selling Tools1. HootSuite2. Nearstream3. TweetAdder4. Dlvr.it5. Timely.is6. UnTweeps7. TextExpander or ActiveWords8. Email Alerts9. Morning Coffee
  23. 23. Three types of content 1.Proactive 2.Reactive 3.Participatory
  24. 24. Planning content Week 1 Week 2 Week 3 Week 4 Theme 1 Theme 2 Theme 3 Theme 4
  25. 25. Editorial calendar example Market Leader Q2 2010 Editorial Calendar Q2 May June Week of May 3 Week of May 10 Week of May 17 Week of May 24 Week of May 31 Week of June Week of June 14 Week of June 21 Week of June 28 Corporate Theme Spring Season Heats Up New Vision for Real Estate Industry Are you growing your market share? Content Theme Bringing it all together to grow your business Company News (PR) Fiji Release Leading RE free trial Gathering of Eagles 200th MLS Keynote Recap Industry Calendar Mid-year NAR Broker Ops (Bob) Agent productivity tools - Creating a customer- Top 10 reasons why 12 ways to motivate, whats recommended, centric brokerage (blog) brokers should care about excite and retain your whats working (blog, AR) social media (blog, AR) agents (blog) Broker LinkedIn Group Questions What productivity tools are What does customer- How many conferences to What is your brokerage How has business been What are your best What is your brokerage How much training do you your agents using? Any centric mean at your do you attend each year? doing with social media? since the home-buyer practices for motivating, doing to encourage and provide your agents? that have been adopted brokerage? What are Which are your favorites Can you measure specific credit expired? What new exciting and retaining your facilitate teamwork and What topics do you focus across the brokerage? your best practices around and why? new business from these promotions have you agents? resource sharing? on?Training & Education this? investments? instituted to replace it? Leadership (Ian) The best customer service Early listing season Why listings matter even Attracting & recruiting advice I ever received observations (blog) in a buyers market (blog) agents (blog) (blog) Agents & Teams (Scott) How to share best Team collaboration best How to be more efficient Combining resources practices across your practices (blog, AR) when you dont always across a team to increase team (blog, AR) share the same marketing impact (blog, workspace (blog, AR) AR) Sales & Marketing Advice (anon) Five seller appeasement Seller marketing tips from Best practices for listing strategies that wont break real estate veterans (blog, presentations (blog, AR) the bank (blog, AR) AR) Search & Web Tips (Thad) How to increase your Why your Web domain is How to be immediately How to help local Using social media to Twitter followers (blog, so important (and why its responsive to your Web buyers/sellers find your market your listings (blog, AR) not) (blog, AR) leads (blog, AR) Web site (blog, AR) AR) Market Leader Voices Guest Posts: Broker Web site success stories (pull Guest Posts: Best customer service you ever gave or received Guest Posts: Tips and Tricks to Establish Yourself as the Market LeaderLeadership Commentary from Exit customers) Five Ways to be a Market Leader 5 ways to improve your 5 ways to build a business 5 ways to instantly TBD TBD TBD TBD TBD (Video) search results (Thad) within a business (Ian) improve your customer service (Scott) Ians Leadership Videos Five Characteristics of a Building a Customer- Why Lead Management Knowing when technology Successful Real Estate Centric Brokerage Matters (and why its often is important, and when its Business ignored) not
  26. 26. Five common contentmarketing mistakes1. Not having a plan up front2. Writing for the company instead of the customer3. Not encouraging and participating in two- way communication4. Not promoting, aggregating and curating great content from others5. Only producing written content
  27. 27. Repurposing
  28. 28. 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
  29. 29. 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
  30. 30. Keys to effective pipeline execution• Use a lead management system• Clearly define lead & opportunity stages• Focus on great content• Make it easy for prospects to self-select and move forward
  31. 31. Leads & Opportunities
  32. 32. Six reasons why your sales(might) suck1. Are you selling to the right buyer?2. Are you selling benefits or features?3. Do you sound desperate?4. Do your sales & marketing teams agree?5. Do your customers want what you’re selling?6. What are they saying behind your back?
  33. 33. When prospects go dark…1. Try a different channel2. Try a different contact3. Share something unrelated4. Try a different angle5. Engage their influencers6. Move on
  34. 34. Don’t forget…
  35. 35. Questions?
  36. 36. Choose from five projects1. Sales goals & pipeline planning2. Target customer profiles & messaging3. Lead & opportunity stages4. Content editorial calendar5. Social lead generation channels and buying signals