Finding & Closing Business with the Social Web

Matt Heinz

President, Heinz Marketing Inc

matt@heinzmarketing.com

@heinzmarketing

Housekeeping

• Copy of this deck

• Offers for you– 10 minute brainstorm– Successful Social Selling– Modern Marketer’s Field Guide– Content Marketing Best Practice Guide

• Send me an email (or bring me a business card) with what you want

matt@heinzmarketing.com

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

• Today– 18,000 newsletter subscribers– 26,000+ Twitter followers– 9,800+ LinkedIn connections

One hour in one sentence

“Sell the hole, not the drill”

Last Slide First

1. Find & engage prospects “upstream” before they are active buyers

2. Participate in their communities as a peer to build trust & credibility

3. Use research tools to customize approach with new targets

4. Publish your own source(s) of value-added content to attract new prospects to you

@heinzmarketing

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

Top Social Selling Tools

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

Recommended Reading

• Jamie Shanks

• Kurt Shaver

• Koka Sexton

• Jill Konrath

• Jill Rowley (@jill_rowley)

Last Slide Last

1. Find & engage prospects “upstream” before they are active buyers

2. Participate in their communities as a peer to build trust & credibility

3. Use research tools to customize approach with new targets

4. Publish your own source(s) of value-added content to attract new prospects to you

@heinzmarketing

Questions?

Matt Heinz

@heinzmarketing

matt@heinzmarketing.com

877-291-0006