This document discusses strategies for using social media to find and close business. It provides examples of how Heinz Marketing increased revenue and engagement over five years using social channels like Twitter, LinkedIn, and blogs. Tips are given for activities on each channel like engaging with prospects, listening for buying signals, and automating content sharing. Daily routines are recommended like connecting with contacts and prospecting. Tools are presented to help with social selling and reading suggestions are provided.

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

2. 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

3. 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

4. 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
• So far in 2013
– 2,377 inbound leads
– 162,364 blog visitors
– 19th most retweeted in B2B marketing (MarketingProfs)

5. Pulling away…

6. Prospect Engagement Funnel
Customer Targets (based on persona profiles)
Network / Open Community
Channels: Twitter, Facebook, Blog, LinkedIn
Goal: Drive Registration
Drip Marketing
Channels: Email Newsletters, CRM System
Goal: Drive Active Prospects
Active Sales Cycle
Channels: CRM, 1:1
Goal: Sell
New
Customer
Next Step Accelerator Ideas
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
New Opportunity Alerts
1:1 with Existing Customer
In-Market Events
Referral & Tell-a-Friend Offers
Network / Community Invites

7. What are they talking about?

8. The buying progression
Problem/
Pain
Solution
Objective/
Outcome

9. 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

10. Finding more sales on LinkedIn
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•
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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

11. LinkedIn profile best practices

12. LinkedIn profile best practices

13. LinkedIn profile best practices

14. LinkedIn profile best practices

15. 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

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

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

18. 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

19. 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

20. 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

21. 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

22. Top Social Selling Tools

23. Workshop time
• Recommended activities:
– Optimize your LinkedIn profile
– Set up trigger event alerts
– Create your own “daily do” list for social
selling
– Brainstorm likely early-stage buying signals
for your prospects
– Build a Twitter list (for HootSuite) of your
prospects & targets

24. Potential team tools
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LinkedIn Sales Navigator
GaggleAMP & dlvr.it
Fliptop
Hootsuite (Team Edition)

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

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