#salesmarketingcontent
Content Marketing that Actually Helps
Sales
TRADA PRESENTS
Thursday, November 10, 2011
#salesmarketingcontent
Content Marketing that Actually Helps
Sales
TRADA PRESENTS
Thursday, November 10, 2011
Matt Heinz, Heinz Marketing@heinzmarketing
Matt Heinz has than 12 years of marketing, business development and sales experience from a variety of organizations, vertical industries and company sizes. His career has focused on delivering measurable results for his employers and clients in the way of greater sales, revenue growth, product success and customer loyalty.
Thursday, November 10, 2011
Content Marketing that Actually Helps Sales
Matt HeinzPresident, Heinz Marketing Inc
[email protected]@heinzmarketing
Thursday, November 10, 2011
Housekeeping
• Copy of this deck• Offers for you
– 10 minute brainstorm– Successful Selling– Secrets to Successful Content Marketing
• Email me with what you want– [email protected]
Thursday, November 10, 2011
What we’ll cover today
1. How content fits into the sales funnel2. Understanding and capitalizing on how your
customer wants to buy3. Content best practices and common mistakes4. Content strategy, planning and execution5. Contextual content best practices
Thursday, November 10, 2011
Prospect Engagement Funnel
Thursday, November 10, 2011
Prospect Engagement Funnel
Thursday, November 10, 2011
Prospect Engagement Funnel
Customer Targets (based on persona profiles)
Thursday, November 10, 2011
Prospect Engagement Funnel
Active Sales CycleChannels: CRM, 1:1
Goal: Sell
Customer Targets (based on persona profiles)
Thursday, November 10, 2011
Prospect Engagement Funnel
Active Sales CycleChannels: CRM, 1:1
Goal: Sell
New Customer
Customer Targets (based on persona profiles)
Thursday, November 10, 2011
Prospect Engagement Funnel
Active Sales CycleChannels: CRM, 1:1
Goal: Sell
New Customer
Drip MarketingChannels: Email Newsletters, CRM System
Goal: Drive Active Prospects
Customer Targets (based on persona profiles)
Thursday, November 10, 2011
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
Customer Targets (based on persona profiles)
Thursday, November 10, 2011
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
Customer Targets (based on persona profiles)
Thursday, November 10, 2011
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 IdeasCustomer Targets (based on persona profiles)
Thursday, November 10, 2011
Calculating what you need
AssumptionsProduct A ASP $ 15,000 Product B ASP $ 50,000 Opp/Close % 33.0%Lead/Opp % 10.0%Product A CPL $ 15 Product B CPL $ 35
Q1 2010 Q2 2010 Q3 2010 Q4 2010 TOTALSProduct A Sales # 50 56 63 69 238Product B Sales # 8 9 10 11 38Total Sales # 58 65 73 80 276
Product A Sales $ $ 742,500 $ 841,500 $ 940,500 $1,039,500 $ 3,564,000 Product B Sales $ $ 412,500 $ 453,750 $ 495,000 $ 536,250 $ 1,897,500 Total Sales $ $1,155,000 $1,295,250 $1,435,500 $1,575,750 $ 5,461,500
Product A Pipeline # 150 170 190 210Product B Pipeline # 25 28 30 33Total Pipeline # 175 198 220 243
Product A Pipeline $ $2,250,000 $2,550,000 $2,850,000 $3,150,000 Product B Pipeline $ $1,250,000 $1,375,000 $1,500,000 $1,625,000 Total Pipeline $ $3,500,000 $3,925,000 $4,350,000 $4,775,000
Product A Leads 1500 1700 1900 2100Product B Leads 250 275 300 325Total Leads 1750 1975 2200 2425 8350
Product A Lead Budget $ 22,500 $ 25,500 $ 28,500 $ 31,500 Product B Lead Budget $ 8,750 $ 9,625 $ 10,500 $ 11,375 Total Lead Budget $ 31,250 $ 35,125 $ 39,000 $ 42,875 $ 148,250
Thursday, November 10, 2011
Your customers
Thursday, November 10, 2011
What are they talking about?
Thursday, November 10, 2011
What are they talking about?
Thursday, November 10, 2011
The buying progression
Thursday, November 10, 2011
The buying progression
Solution
Thursday, November 10, 2011
The buying progression
Thursday, November 10, 2011
The buying progression
Problem/Pain
Thursday, November 10, 2011
The buying progression
Problem/Pain
Objective/Outcome
Thursday, November 10, 2011
Start with the message…
Thursday, November 10, 2011
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?
Thursday, November 10, 2011
Five common content marketing mistakes
1. Not having a plan up front2. Writing for the company instead of the
customer3. Not encouraging and participating in two-
way communication4. Not promoting, aggregating and curating
great content from others5. Only producing written content
Thursday, November 10, 2011
Three types of social content
Thursday, November 10, 2011
Three types of social content
Thursday, November 10, 2011
Three types of social content
1. Proactive
Thursday, November 10, 2011
Three types of social content
1. Proactive2. Reactive
Thursday, November 10, 2011
Three types of social content
1. Proactive2. Reactive3. Participatory
Thursday, November 10, 2011
Your anchor
Thursday, November 10, 2011
Planning content
Thursday, November 10, 2011
Planning content
Theme 1
Theme 2
Theme 3
Theme 4
Thursday, November 10, 2011
Planning content
Theme 1
Week 1
Theme 2
Theme 3
Theme 4
Week 2 Week 3 Week 4
Thursday, November 10, 2011
Planning content
Theme 1
Week 1
Theme 2
Theme 3
Theme 4
Week 2 Week 3 Week 4
Thursday, November 10, 2011
Editorial calendar example
Thursday, November 10, 2011
“Reactive proactive”
Thursday, November 10, 2011
Participation Best Practices
Thursday, November 10, 2011
Participation Best Practices
• Share
Thursday, November 10, 2011
Participation Best Practices
• Share• Don’t sell
Thursday, November 10, 2011
Participation Best Practices
• Share• Don’t sell• Be a trusted advisor
Thursday, November 10, 2011
Participation Best Practices
• Share• Don’t sell• Be a trusted advisor• Don’t sell
Thursday, November 10, 2011
Participation Best Practices
• Share• Don’t sell• Be a trusted advisor• Don’t sell• Connect, recommend, refer
Thursday, November 10, 2011
Participation Best Practices
• Share• Don’t sell• Be a trusted advisor• Don’t sell• Connect, recommend, refer• Don’t sell
Thursday, November 10, 2011
Repurposing
Thursday, November 10, 2011
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
Thursday, November 10, 2011
10 sources of content inspiration
1. Customer questions2. Stuff you read3. People you disagree with4. Your customer-facing teams5. Trade press6. Conferences, panels & Webinars7. Twitter hashtags8. LinkedIn Answers9. The news10.Things you see that are dumb
Thursday, November 10, 2011
Time for questions!
@annafsawyer
@heinzmarketing
For more informationor to schedule a Trada
demo, [email protected]
Thursday, November 10, 2011