Million Dollar Idea Day presentation deck from March 27, 2014

1. Finding & Closing Business with
the Social Web
Matt Heinz
President, Heinz Marketing Inc
matt@heinzmarketing.com
@heinzmarketing

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

4. 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

5. 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

6. 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

7. One hour in one sentence
“Sell the hole, not the drill”

8. 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

9. 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)

10. What are they talking about?

11. The buying progression
SolutionProblem/
Pain
Objective/
Outcome

12. 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

13. 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

14. LinkedIn profile best practices

15. LinkedIn profile best practices

16. LinkedIn profile best practices

17. LinkedIn profile best practices

18. 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

19. Finding more sales on Twitter
• Follow your prospects
• Follow your partners
• Curate customer-centric content
• Listen for buying signals
• Watch and use hashtags
@heinzmarketing

20. Leads from Twitter
• Objective: Identify new leads from Twitter
based on buying signals, needs &
symptoms
• Cost: Free
• What to use:
– Socedo
– LeadTagger
– Nearstream
@heinzmarketing

21. 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

22. 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

23. Top Social Selling Tools

24. 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

25. 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

26. Recommended Reading
• Jamie Shanks
• Kurt Shaver
• Koka Sexton
• Jill Konrath
• Jill Rowley (@jill_rowley)

27. 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

28. Questions?
Matt Heinz
@heinzmarketing
matt@heinzmarketing.com
877-291-0006