Accelerating Revenue & Increasing Business Opportunities

Matt Heinz

President, Heinz Marketing Inc

matt@heinzmarketing.com @heinzmarketing

Housekeeping

• Copy of this deck

• Offers for you– 10 minute brainstorm– Successful Selling– The Modern Marketer’s Field Guide

• Give me a business card noting what you want…– It’s that simple…

Last Slide First

1. Understand your customer, product & objective before planning (let alone executing)

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

3. Use the resources you already before spending money

4. Fire lots of bullets

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

6. Sales & marketing is too important to leave to salespeople and marketers

Four steps to a better plan

1. Do the math (quantify what success looks like)

2. Create a clear customer profile

3. Map the sales and buying process

4. Plan to fire lots of bullets

Every initiative is filtered through:

• Customers

• Products

• Objectives

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)

Calculating what you need

Assumptions

Meaghan ASP $ 65,000

Jennifer ASP $ 75,000

John ASP $ 80,000

Opp/Close % 25.0%

Lead/Opp % 5.0%

Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 TOTALS

Meaghan Sales #           1 2 2 2 2 2 1 12

Jennifer Sales #           1 2 2 2 2 2 2 13

John Sales #           1 2 2 3 3 2 2 15

Total Sales # 0 0 0 0 0 3 6 6 7 7 6 5 40

Meaghan Sales $ $ - $ - $ - $ - $ - $ 65,000 $ 130,000 $ 130,000 $ 130,000 $ 130,000 $ 130,000 $ 65,000 $ 780,000

Jennifer Sales $ $ - $ - $ - $ - $ - $ 75,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 975,000

John Sales $ $ - $ - $ - $ - $ - $ 75,000 $ 150,000 $ 150,000 $ 225,000 $ 225,000 $ 150,000 $ 150,000 $ 1,125,000

Total Sales $ $ - $ - $ - $ - $ - $ 215,000 $ 430,000 $ 430,000 $ 505,000 $ 505,000 $ 430,000 $ 365,000 $ 2,880,000

Meaghan Pipeline # 0 0 0 0 0 4 8 8 8 8 8 4

Jennifer Pipeline # 0 0 0 0 0 4 8 8 8 8 8 8

John Pipeline # 0 0 0 0 0 4 8 8 12 12 8 8

Total Pipeline # 0 0 0 0 0 12 24 24 28 28 24 20

Meaghan Pipeline $ $ - $ - $ - $ - $ - $ 260,000 $ 520,000 $ 520,000 $ 520,000 $ 520,000 $ 520,000 $ 260,000

Jennifer Pipeline $ $ - $ - $ - $ - $ - $ 300,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000

John Pipeline $ $ - $ - $ - $ - $ - $ 300,000 $ 600,000 $ 600,000 $ 900,000 $ 900,000 $ 600,000 $ 600,000

Total Pipeline $ $ - $ - $ - $ - $ - $ 860,000 $1,720,000 $1,720,000 $2,020,000 $2,020,000 $1,720,000 $1,460,000

                         

Meaghan Leads 0 0 0 0 0 80 160 160 160 160 160 80

Jennifer Leads 0 0 0 0 0 80 160 160 160 160 160 160

John Leads 0 0 0 0 0 80 160 160 240 240 160 160

Total Leads 0 0 0 0 0 240 480 480 560 560 480 400 3200

Marketing plan in 5 questions

1. What/who are your targets?

2. What do they care about? What outcome are they seeking?

3. Where do you find them?

4. What or who influences them?

5. How do they want to engage and (eventually) buy?

People & problems, not products

Your customers

What do customers care about?

The buying progression

SolutionProblem/Pain

Objective/Outcome

5 tips for better customer-centric sales

1. Use “you” instead of “I”

2. Treat the first sales call like an interview

3. Align yourself with existing customer priorities

4. Respect their time

5. Let your current customer sell for you

Know and work the entire org chart

Custom messages by role

Three content questions

• What do I want people to see, hear and/or learn?

• What do I want people to think?

• What do I want people to do?

Three types of content

1.Proactive

2.Reactive

3.Participatory

Planning content

Theme 1

Week 1

Theme 2

Theme 3

Theme 4

Week 2 Week 3 Week 4

Editorial calendar example

Market LeaderQ2 2010 Editorial Calendar

Week of May 3 Week of May 10 Week of May 17 Week of May 24 Week of May 31 Week of June Week of June 14 Week of June 21 Week of June 28Corporate ThemeContent ThemeCompany News (PR) Fiji Release Leading RE free trial Gathering of Eagles

Keynote Recap200th MLS

Industry Calendar Mid-year NARBroker Ops (Bob) Agent productivity tools -

what's recommended, what's working (blog, AR)

Creating a customer-centric brokerage (blog)

Top 10 reasons why brokers should care about social media (blog, AR)

12 ways to motivate, excite and retain your agents (blog)

Broker LinkedIn Group Questions What productivity tools are your agents using? Any that have been adopted across the brokerage?

What does customer-centric mean at your brokerage? What are your best practices around this?

How many conferences to do you attend each year? Which are your favorites and why?

What is your brokerage doing with social media? Can you measure specific new business from these investments?

How has business been since the home-buyer credit expired? What new promotions have you instituted to replace it?

What are your best practices for motivating, exciting and retaining your agents?

What is your brokerage doing to encourage and facilitate teamwork and resource sharing?

How much training do you provide your agents? What topics do you focus on?

Leadership (Ian) The best customer service advice I ever received (blog)

Early listing season observations (blog)

Why listings matter even in a buyers market (blog)

Attracting & recruiting agents (blog)

Agents & Teams (Scott) How to share best practices across your team (blog, AR)

Team collaboration best practices (blog, AR)

How to be more efficient when you don't always share the same workspace (blog, AR)

Combining resources across a team to increase marketing impact (blog, AR)

Sales & Marketing Advice (anon) Five seller appeasement strategies that won't break the bank (blog, AR)

Seller marketing tips from real estate veterans (blog, AR)

Best practices for listing presentations (blog, AR)

Search & Web Tips (Thad) How to increase your Twitter followers (blog, AR)

Why your Web domain is so important (and why it's not) (blog, AR)

How to be immediately responsive to your Web leads (blog, AR)

How to help local buyers/sellers find your Web site (blog, AR)

Using social media to market your listings (blog, AR)

Market Leader Voices

Five Ways to be a Market Leader (Video)

5 ways to improve your search results (Thad)

5 ways to build a business within a business (Ian)

5 ways to instantly improve your customer

service (Scott)

TBD TBD TBD TBD TBD

Ian's Leadership Videos Five Characteristics of a Successful Real Estate Business

Building a Customer-Centric Brokerage

Why Lead Management Matters (and why it's often ignored)

Knowing when technology is important, and when it's not

Bringing it all together to grow your business

Lea

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Guest Posts: Broker Web site success stories (pull from Exit customers)

Guest Posts: Best customer service you ever gave or received Guest Posts: Tips and Tricks to Establish Yourself as the Market Leader

Spring Season Heats Up Are you growing your market share?

Q2May June

New Vision for Real Estate Industry

Five common content marketing mistakes

1. Not having a plan up front

2. Writing for the company instead of the customer

3. Not encouraging and participating in two-way communication

4. Not promoting, aggregating and curating great content from others

5. Only producing written content

Repurposing

How to create more content

• Write more ideas down

• Keep a single, ongoing list of those ideas

• Ideas, then outlines, then drafts

• Write ahead of time

• Use guest contributors

10 sources of content inspiration

1. Customer questions

2. Stuff you read

3. People you disagree with

4. Your customer-facing teams

5. Trade press

6. Conferences, panels & Webinars

7. Twitter hashtags

8. LinkedIn Answers

9. The news

10.Things you see that are dumb

Social media for sales

• Target individuals and keywords

• Watch for early-stage buying signals

• Participate as a peer

• Teach sales & customer service reps to interact directly

• Use tools to manage, assign, etc.

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. Build deeper, early relationships with new prospects

5. Directly share information, become an expert, generate a following

Finding more sales on Twitter

• Follow your prospects

• Follow your partners

• Curate customer-centric content

• Listen for buying signals

• Watch and use hashtags

Finding more sales on LinkedIn

• Read the Daily Digest…daily

• Join and participate in groups

• Keep your profile up to date

• Ask and answer questions

• Give recommendations

• Ask for specific referrals and introductions

• Use the new LinkedIn Contacts

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. Thank you notes

4. Endorsements (skills, Kred, Klout, Connect.me, MeritShare)

5. Socedo & Tweepi

6. Network (Twitter adds, G+ Circles)

7. Engage (Comments, LinkedIn Groups)

8. Prospecting@heinzmarketing

Keys to effective pipeline execution

• Use a lead management system

• Clearly define lead & opportunity stages

• Focus on great content

• Make it easy for prospects to self-select and move forward

Leads & Opportunities

Lead scoring & next steps

Score Description Follow Up Action A1 PERFECT FIT: BANT criteria and

Behavior aligned for immediate need with larger opportunity.

Immediate Follow Up within 4 hours of reaching Sales Queue. Promote Dreambox Trial

A2 Strong Fit: possible smaller or longer term opportunity within a school district or school.

Immediate follow up within 4 hours of reaching Sales Queue. Promote Dreambox Trial or Demo

A3 Good Fit: BANT and strong interest indicated. School-based opportunity.

Immediate follow up within 8 hours of reaching Sales Queue. Introduce demo if a Project and Timeframe are being defined.

A4 Potential Fit: Some key BANT criteria not yet determined.

Follow Up within 24 hours of reaching Sales Queue. Qualify further for BANT details. Provide white paper or webcast resources.

B1 Potential Fit: School district opportunity but more BANT definition required.

Follow Up within 24 hours of reaching the Sales Queue. Qualify further for BANT details. Provide white paper or webcast resources.

B2 Potential Fit: School or classroom opportunity. More BANT definition required

Follow Up within 48 hours of reaching the Sales Queue. Attempt further qualification. Potential move back to Marketing Nurture.

B3 Potential Fit: Longer term prospecting opportunity. May take longer to evaluate the solution and secure budget approval.

Follow Up within 48 hours of reaching the Sales Queue. Attempt further qualification and provide informative resources. Potential move into Nurture

Management essentials

• Roles & responsibilities

• Triage

• Scorecards

• Meeting rhythm

• Transparency and trust

• Track to the close

Managing referral sources

Six reasons why your sales (might) suck

1. Are you selling to the right buyer?

2. Are you selling benefits or features?

3. Do you sound desperate?

4. Do your sales & marketing teams agree?

5. Do your customers want what you’re selling?

6. What are they saying behind your back?

When prospects go dark…

1. Try a different channel

2. Try a different contact

3. Share something unrelated

4. Try a different angle

5. Engage their influencers

6. Move on

Last Slide Last

1. Understand your customer, product & objective before planning (let alone executing)

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

3. Use the resources you already before spending money

4. Fire lots of bullets

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

6. Sales & marketing is too important to leave to salespeople and marketers

Don’t forget…

matt@heinzmarketing.com

Questions?