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Presentation from the AA ISP Summit in Minneapolis on May 11/12. Conducted with Matt Heinz of Heinz Marketing and covering how to use social media as part of the outreach and prospecting process for inside sales professionals.
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Robert PeaseVice President of Marketing
[email protected]@RobertAtGist
Matt HeinzPrincipal, Heinz [email protected]
@heinzmarketing
Using Social Media to Find & Close More Business
AA-ISP Annual Conference
5/11/2010
@HeinzMarketing
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
5. Marketing is too important to leave to the marketers (let alone the sales reps)
#gist/@RobertAtGist Copyright © 2010 Gist
*Thanks to Zach Nelson, CEO, Netsuite
Quick Audience Audit
• Social media usage• Social lead generation• Social deal acceleration
#gist/@RobertAtGist @HeinzMarketing
Prospect Engagement Funnel
#gist/@RobertAtGist @HeinzMarketing
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 IdeasCustomer Targets (based on persona profiles)
@HeinzMarketing
Social Media & Sales Survey
• Collected via on-line survey (n=499)
• Gist users so skewed in terms of use of social media
• But…a good leading indicator
• Wanted to understand usage as well as results
• You know what they say about statistics…
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@HeinzMarketing
Finding information…
Internet search Company informa-tion source (like
Hoovers)
Social network Review notes in CRM system
Re-read emails0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
How do you prepare?
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@HeinzMarketing
Social media generates revenue…
65.8%
34.2%
Have you generated new revenue from use of these tools?
Yes
No
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@HeinzMarketing
Up to 20% more…
39.2%
29.4%
15.1%
7.5%
8.7%
Almost 70% report increases of up to 20%
5-10%
10-20%
20-30%
30-50%
50% or more
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@HeinzMarketing
But does not always reduce sales cycles
33.7%
66.3%
Have you reduced sales cycles by using these tools?
Yes
No
#gist/@RobertAtGist
@HeinzMarketing
Popular tools…
Prospecting & Selling Generate Revenue
•LinkedIn (81%)•Twitter (70%)•Facebook (68%)•Blogs (62%)•Jigsaw•Plaxo•MySpace•Xing•ZoomInfo•Hoovers•Spoke•Crunchbase•Google…
•LinkedIn (55%)•Twitter (45%)•Facebook (46%)•Blogs (42%)•Jigsaw•Plaxo•Ning•Myspace•YouTube
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@HeinzMarketing
71.7%
28.3%
If you had to choose between your email application & your CRM application, which would you choose?
Email application
CRM application
Email isn’t going anywhere…
“Email is life's database”
“Email is the foundation of all that I do.”
“Email is part of what I do everyday. Going outside of Outlook slows my productivity.”
“I prefer to stay in email. It is where I live and where work gets done.”
“Most of the time spent is in Email, it becomes - with all its quirks - the primary organization and contact management tool.”
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The Social Inbox - Email + Content
12
Social CRM – have intelligent conversations
13#gist/@RobertAtGist
Social when you need it most…
14#gist/@RobertAtGist
Four Zones of Engagement
Zone of Amazement Zone of Affection
•Response within 1-10 minutes
•Personal & authentic
•Speed wins
•Complete coverage
•DO NOT outsource
•Response within 4 – 6 Hours
•Sales = Support
•Actionable & meaningful
•Contribute domain knowledge
Real-time/Near-time Response
Zone of Indifference
•Over 6 hours to respond
•Generic response
•Direct sales tactics
•Nothing worth sharing
•Partial coverage
Batch & Act
Zone of Disdain
•No coverage•No response
#FAIL
No Clue
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Tweetdeck
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It’s your turn…
• Let’s make this personal:– Your industry– Your customers– Your product/service/solution– Your opportunity
