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Building a Successful Sales & Marketing Plan

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Heinz Marketing Inc
Heinz Marketing Inc

Presentation deck from March 10, 2011 webinar

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Building a Successful Sales & Marketing Plan Matt Heinz President, Heinz Marketing Inc [email_address] @heinzmarketing
Last Slide First ,[object Object],[object Object],[object Object],[object Object],[object Object]
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 Ideas Customer Targets (based on persona profiles)
Your customers
Marketing Plan in 5 Questions ,[object Object],[object Object],[object Object],[object Object],[object Object]
What do customers care about?
The buying progression Solution Problem/Pain Objective/Outcome
5 tips for better customer-centric sales ,[object Object],[object Object],[object Object],[object Object],[object Object]
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 Ideas Customer Targets (based on persona profiles)
Three types of content ,[object Object],[object Object],[object Object]
Planning content Theme 1 Week 1 Theme 2 Theme 3 Theme 4 Week 2 Week 3 Week 4
“ Reactive proactive”
Participation Best Practices ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why do you need this? Needs/Qualification Goal: Secure Presentation Presentation Goal: Establish decision date, send proposal Proposal Goal: BUY Approach Goal: Accelerate urgency, timeline to purchase Open/Attempted Goal: Get prospect on the phone Actively Working Goal: Qualify prospect as 30-60 day opportunity LEADS OPPORTUNITIES Lead becomes Active Opportunity
Why do you need a pipeline? ,[object Object],[object Object],[object Object],[object Object]
How to approach your pipeline ,[object Object],[object Object],[object Object],[object Object]
Keys to effective pipeline execution ,[object Object],[object Object],[object Object],[object Object]
Last Slide Last ,[object Object],[object Object],[object Object],[object Object],[object Object]
Questions?

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Building a Successful Sales & Marketing Plan

  • 1. Building a Successful Sales & Marketing Plan Matt Heinz President, Heinz Marketing Inc [email_address] @heinzmarketing
  • 2.
  • 3. 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 Ideas Customer Targets (based on persona profiles)
  • 5.
  • 6. What do customers care about?
  • 7. The buying progression Solution Problem/Pain Objective/Outcome
  • 8.
  • 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 Ideas Customer Targets (based on persona profiles)
  • 10.
  • 11. Planning content Theme 1 Week 1 Theme 2 Theme 3 Theme 4 Week 2 Week 3 Week 4
  • 13.
  • 14. Why do you need this? Needs/Qualification Goal: Secure Presentation Presentation Goal: Establish decision date, send proposal Proposal Goal: BUY Approach Goal: Accelerate urgency, timeline to purchase Open/Attempted Goal: Get prospect on the phone Actively Working Goal: Qualify prospect as 30-60 day opportunity LEADS OPPORTUNITIES Lead becomes Active Opportunity
  • 15.
  • 16.
  • 17.
  • 18.