Eight Keys to Marketing Greatness in 2015
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Presentation deck from November 6, 2015 webinar with Matt Heinz & Robert Pease of Heinz Marketing
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Eight Keys to Marketing Greatness in 2015
- 1. Eight Keys to Marketing Greatness in 2015 Matt Heinz & Robert Pease Heinz Marketing Inc. @HeinzMarketing @RobertCPease #begreatin2015
- 2. Housekeeping • Copy of this deck & recording of presentation • Offers for you – 10 minute brainstorm – Successful Selling – Modern Marketer’s Field Guide • Let us help you with a 2015 Readiness Review
- 3. So, what are the 8 keys? 1. Demand Generation 2. Content Marketing 3. Database Health 4. Process 5. People 6. Sales Enablement 7. Technology 8. Content, Social, & Search Read along: http://www.heinzmarketing.com/matt-on-marketing/blog/
- 4. 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
- 5. 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.”
- 6. 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
- 7. 4. Process • Have a cross-functional & process-centric view • Map out 4 core processes • Measure outcomes, not activities InInteteraracctitoionn w witihth P Prorossppeecctsts Content Production & Content Production & Distribution Distribution AAnnaalylytitcicss & & R Reeppoortritningg OOvveersrsigighht t& & M Maannaaggeemmeennt t
- 8. 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
- 9. 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.”
- 10. 7. Technology
- 11. 7. Technology • 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
- 12. 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.”
- 13. Questions? Robert Pease robert@heinzmarketing.com @RobertCPease Matt Heinz matt@heinzmarketing.com @HeinzMarketing www.heinzmarketing.com