Presentation given to BendPoly class at George Fox University in Newberg, OR. Covered the fundamentals of B2B sales and marketing during the session.

1. Robert Pease
Practice Lead, Pipeline Performance
Heinz Marketing Inc.
robert@heinzmarketing.com
@robertcpease
www.heinzmarketing.com

2. Me
• 20+ years of go-to-market experience
• Lead Pipeline Performance at Heinz Marketing – B2B sales and
marketing consulting firm
• Former CEO of LoopFuse (marketing automation software)
• Various VP Marketing roles; started as product manager
• Former Accenture management consultant
• ~6 startups including wins, losses, and everything in between
• 2 daughters, runner, curious…

3. You
• Name + your elevator pitch
• The one (or more) thing you want to take away
from today

4. Agenda
1. Why message matters
2. 8 keys to marketing greatness
3. Building a marketing plan
4. The iterative campaign framework + class activity
5. 7 traits of outstanding sales & marketing pros
6. 10 step pipeline performance checklist

5. Remember…
“Marketing is sales with a budget”

9. One slide to rule them all

10. Your message matters
• It’s not about you, it’s NOT about you
• Focus on the problem you solve + outcome your
prospect seeks
• There will be a time and place for a demo

11. Only two sales stages matter

12. Only two sales stages matter

13. The buyer’s journey

14. Top of Funnel Objectives

15. Is this the modern funnel?

16. The Eight Keys to Marketing Greatness

17. 1. Demand Generation
• Build a customer acquisition machine
• Know who in detail you are trying to
reach
• Understand the buyer’s journey
• Test, measure and evaluate

18. 2. Content Marketing
• Content is the lifeblood of the modern
sales cycle
• Focus on the target persona and develop
your content for them
• Focus on optimizing “consumption”
• Build sales playbooks
“57% of a typical B2B
purchase decision is
made before a
customer talks to a
supplier.”

19. 3. Database Health
• More is not always better
• Populate database with those who fit ideal
customer profile
• Exercise and build your prospect database
• Don’t let your database needs drive
landing page design
See more bad landing pages

20. 4. Process
• Have a cross-functional &
process-centric view
• Map out 4 core processes
• Measure outcomes, not
activities
Interaction with Prospects
Content Production & Distribution
Analytics & Reporting
Oversight & Management

21. 5. People
• Surround yourself with people who
have the right attitude, aptitude, and
intelligence
• Design your team around how you
acquire customers
• Don’t compromise, don’t be afraid to
take chances
CMO’s Guide to Marketing Org Structures

22. 6. Sales Enablement
• Natural friction where marketing and sales
meet
• Embrace it and find common ground in sales
enablement
• Unite behind enabling the buyer’s journey
• View marketing success through the sales
pipeline
“61% of B2B
marketers send all
leads directly to
sales..only 27% will
be qualified.”

23. 7. Technology

24. 7. Technology
• Wut?
• Technology is just an enabler
• Know your process and measures of
success before you call a vendor
• The skill set of the modern CMO will be
technically savvy
• Find the right “marketing stack” for your
organization

25. 8. Content, Social, & Search
• Be found where your prospects are spending
time – get into their flow of consumption
• Don’t just publish and pray
• Surround your target customer with reviews,
influencers, thought leadership
• Engage directly, start a conversation
“40% of B2B
buyers say
LinkedIn is
important when
researching
technologies and
purchases, 19%
say the same of
Twitter.”

26. 1. Demand Generation
2. Content Marketing
3. Database Health
4. Process
5. People
6. Sales Enablement
7. Technology
8. Content, Social, & Search
The Eight Keys to Marketing Greatness

27. Pop Quiz
1. How many keys are there to marketing greatness?
2. What are they?

28. Heinz Marketing, Inc
People & problems, not products

29. Heinz Marketing, Inc
Marketing plan in 5 questions
1. What/who are your targets?
• Direct & indirect users, influencers
• Address entire buyer ecosystem
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?

30. Heinz Marketing, Inc
1. Do the math (quantify what success looks
like)
2. Create a clear customer profile
3. Map the sales and buying
process
4. Plan to fire lots of bullets
Four steps to a better plan

31. Heinz Marketing, Inc
Calculating what you
needAssumptions
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

32. Heinz Marketing, Inc
What do your customers care
about?

33. Heinz Marketing, Inc
The buyer progression
SolutionProblem/
Pain
Objective/
Outcome

34. Heinz Marketing, Inc
Enumerating needs by role
Audience
Vertical #1
CEO
IT/CIO
CFO
CMO
Audience
Vertical #2
CEO
Drivers PainPoints ValuePropositions(bullet points) KeyMessages
KeyMessagesDrivers PainPoints ValuePropositions(bullet points)

35. Discussion & Brainstorm
• For your customer, what’s their hole to your drill?
• What does the ecosystem look like?
• How do you challenge your customer’s status quo
and commit to change?

36. Five objectives
1. Know your customer better
2. Focus on building consensus internally
3. Prioritize early buyer stages
4. Establish key metric baselines & goals
5. Develop systems, processes & habits to execute
consistently

37. An Iterative Campaign
Framework

38. Iterative Campaign Framework
Stage Steps Detail
Identify Target
Opportunities
1. Scan market
2. Develop hypotheses
3. Understand need/outcome
• What problem do we solve?
• Who has this problem?
• Do they spend money on it?
• Do we deliver the desired outcome?
Create Standard
Approach
1. Value proposition & messaging
2. Consumable Content
3. Path to target audience
• Articulate understanding of need
• Structure value proposition
• Create “anchor” content
• How and where does target audience
consume content?
Execute & Review
Campaign
1. Deploy Playbook
2. Review results
3. Adjust approach
• Structure test – budget and program
• Compare to assumptions
• Success? Adjust campaign
• Failure? Move to next opportunity
38

39. Class Activity – Design &
Present a Campaign
1.Goal – what are you trying to accomplish?
2.Audience – who are you trying to reach?
3.Offer – what are you giving them?
4.Action – what do you want them to do?
5.Reach – how will you reach them?
6.Measurement – what is the measure of success?

40. 7 traits of outstanding sales
& marketing professionals
06/24/16 Heinz Marketing, Inc 40

41. 1. Revenue Responsibility
06/24/16 Heinz Marketing, Inc 41

42. Revenue responsibility in
practice
• Quick sales vs. lifetime value
• Good sales vs. bad sales
• Expensive customers, higher churn likelihood
• Can you buy a beer with it?
• Business vs. commission check mindset
06/24/16 Heinz Marketing, Inc 42

43. 2. Focus
06/24/16 Heinz Marketing, Inc 43

44. Attributes of a focused pro
• Daily plan
• Evening evaluation & recalibration
• Minimized distractions
• Effective triage
• Distraction management (internally & externally)
06/24/16 Heinz Marketing, Inc 44

45. 3. Customer Centric
06/24/16 Heinz Marketing, Inc 45

46. Heinz Marketing, Inc
This doesn’t write checks!

47. 4. Personal accountability
06/24/16 Heinz Marketing, Inc 47

48. Accountability means…
• Transparency
• Constructive criticism & improvement
• Macro & micro calibrations
• Proactive adjustments
• Daily discipline
06/24/16 Heinz Marketing, Inc 48

49. 5. Technology competence
06/24/16 Heinz Marketing, Inc 49

50. Is your tech helping or hurting?
• What problem does it solve?
• What does it automate or accelerate?
• What is your system or process?
• Can it scale beyond you?
06/24/16 Heinz Marketing, Inc 50

51. 6. Agile mentality
06/24/16 Heinz Marketing, Inc 51

52. What is your tolerance for
chaos?
• Speed and focus amidst change
• Quick recalibration & new game plan development
• The power of humility
• Have an experiment budget and use it
06/24/16 Heinz Marketing, Inc 52

53. 7. Empathy
06/24/16 Heinz Marketing, Inc 53

54. What empathy means…
• For your peers
• For your sales organization
• For other departments
• For your customers
• What is important to THEM?
06/24/16 Heinz Marketing, Inc 54

55. Brainstorm & Discussion
• Which attributes are strengths for you?
• Which might be weaknesses?
• Which are missing that you believe are important?

56. 10 Step Pipeline Performance
Checklist
1. Understand your target customer
2. Know what a qualified lead looks like
3. Emphasize needs and outcomes in messaging
4. Understand your conversion rates
5. Always follow up
6. Engage in context
7. Understand how your customer buys
8. Get on the same side of the table
9. Get a purchase commitment
10. Closed/won is the end of the beginning

57. 1. Understand target customer

58. 2. Know what a qualified lead
looks like

59. 3. Emphasize needs &
outcomes

60. 4. Understand conversion
rates

61. 5. Always follow up

62. 6. Engage in context

63. 7. Understand how your
customer buys

64. 8. Get on the same side of the
table

65. 9. Get a purchase commitment

66. 10. Closed/won is the end of
the beginning

67. 10 Step Pipeline Performance
Checklist
1. Understand your target customer
2. Know what a qualified lead looks like
3. Emphasize needs and outcomes in messaging
4. Understand your conversion rates
5. Always follow up
6. Engage in context
7. Understand how your customer buys
8. Get on the same side of the table
9. Get a purchase commitment
10. Closed/won is the end of the beginning

68. Wrap up
• What did I miss?
• What do I need to clarify?
• How can I help?

69. Questions?

70. Thank You!
Robert Pease
Practice Lead, Heinz Marketing
@robertcpease
robert@heinzmarketing.com