Finding and Closing Business from the Social Web
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Finding & Closing Business with the Social Web Matt Heinz President, Heinz Marketing Inc [email protected] @heinzmarketing
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Transcript of Finding and Closing Business from the Social Web
Finding & Closing Business with the Social Web
Matt Heinz
President, Heinz Marketing Inc
@heinzmarketing
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
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
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)
Pulling away…
Prospect Engagement Funnel
Active Sales CycleChannels: CRM, 1:1
Goal: Sell
New Customer
Drip MarketingChannels: Email Newsletters, CRM System
Goal: Drive Active Prospects
Network / Open CommunityChannels: Twitter, Facebook, Blog, LinkedIn
Goal: Drive Registration
Network-exclusive access to contentValue-added special offersDiscovery eventsWhite papers, top ten tips, etc.
Testimonials, Success StoriesProfile-Specific MessagesNew product/service offers
Referral & Tell-a-Friend OffersNetwork / Community Invites
New Opportunity Alerts1:1 with Existing CustomerIn-Market Events
Next Step Accelerator Ideas
Customer Targets (based on persona profiles)
What are they talking about?
The buying progression
SolutionProblem/Pain
Objective/Outcome
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
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
LinkedIn profile best practices
LinkedIn profile best practices
LinkedIn profile best practices
LinkedIn profile best practices
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
Finding more sales on Twitter
• Follow your prospects
• Follow your partners
• Curate customer-centric content
• Listen for buying signals
• Watch and use hashtags
@heinzmarketing
Leads from Twitter
• Objective: Identify new leads from Twitter based on buying signals, needs & symptoms
• Cost: Free
• What to use:– Socedo– LeadTagger– Nearstream
@heinzmarketing
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
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
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
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
Top Social Selling Tools
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
Potential team tools
• LinkedIn Sales Navigator
• GaggleAMP & dlvr.it
• Fliptop
• Hootsuite (Team Edition)
Recommended Reading
• Jamie Shanks
• Kurt Shaver
• Koka Sexton
• Jill Konrath
• Jill Rowley (@jill_rowley)
