Accelerating Sales Without a Marketing Budget
-
Upload
heinz-marketing-inc -
Category
Business
-
view
1.360 -
download
0
description
Transcript of Accelerating Sales Without a Marketing Budget
![Page 1: Accelerating Sales Without a Marketing Budget](https://reader035.fdocuments.us/reader035/viewer/2022070303/54b6d7944a795998238b464f/html5/thumbnails/1.jpg)
Accelerating Sales Without a Marketing Budget
Matt Heinz
President, Heinz Marketing Inc
@heinzmarketing
![Page 2: Accelerating Sales Without a Marketing Budget](https://reader035.fdocuments.us/reader035/viewer/2022070303/54b6d7944a795998238b464f/html5/thumbnails/2.jpg)
Last Slide First
1. Find & engage prospects “upstream” before they are active buyers
2. Understand your customer, product & objective before executing
3. Publish your own content to attract prospects
4. Practice customer-centric selling every day
5. Sales & marketing is too important to leave to salespeople and marketers
![Page 3: Accelerating Sales Without a Marketing Budget](https://reader035.fdocuments.us/reader035/viewer/2022070303/54b6d7944a795998238b464f/html5/thumbnails/3.jpg)
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)
![Page 4: Accelerating Sales Without a Marketing Budget](https://reader035.fdocuments.us/reader035/viewer/2022070303/54b6d7944a795998238b464f/html5/thumbnails/4.jpg)
Your customers
![Page 5: Accelerating Sales Without a Marketing Budget](https://reader035.fdocuments.us/reader035/viewer/2022070303/54b6d7944a795998238b464f/html5/thumbnails/5.jpg)
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?
![Page 6: Accelerating Sales Without a Marketing Budget](https://reader035.fdocuments.us/reader035/viewer/2022070303/54b6d7944a795998238b464f/html5/thumbnails/6.jpg)
What do customers care about?
![Page 7: Accelerating Sales Without a Marketing Budget](https://reader035.fdocuments.us/reader035/viewer/2022070303/54b6d7944a795998238b464f/html5/thumbnails/7.jpg)
The buying progression
SolutionProblem/Pain
Objective/Outcome
![Page 8: Accelerating Sales Without a Marketing Budget](https://reader035.fdocuments.us/reader035/viewer/2022070303/54b6d7944a795998238b464f/html5/thumbnails/8.jpg)
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
![Page 9: Accelerating Sales Without a Marketing Budget](https://reader035.fdocuments.us/reader035/viewer/2022070303/54b6d7944a795998238b464f/html5/thumbnails/9.jpg)
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)
![Page 10: Accelerating Sales Without a Marketing Budget](https://reader035.fdocuments.us/reader035/viewer/2022070303/54b6d7944a795998238b464f/html5/thumbnails/10.jpg)
Three types of content
1.Proactive
2.Reactive
3.Participatory
![Page 11: Accelerating Sales Without a Marketing Budget](https://reader035.fdocuments.us/reader035/viewer/2022070303/54b6d7944a795998238b464f/html5/thumbnails/11.jpg)
Planning content
Theme 1
Week 1
Theme 2
Theme 3
Theme 4
Week 2 Week 3 Week 4
![Page 12: Accelerating Sales Without a Marketing Budget](https://reader035.fdocuments.us/reader035/viewer/2022070303/54b6d7944a795998238b464f/html5/thumbnails/12.jpg)
“Reactive proactive”
![Page 13: Accelerating Sales Without a Marketing Budget](https://reader035.fdocuments.us/reader035/viewer/2022070303/54b6d7944a795998238b464f/html5/thumbnails/13.jpg)
Participation Best Practices
• Share
• Don’t sell
• Be a trusted advisor
• Don’t sell
• Connect, recommend, refer
• Don’t sell
![Page 14: Accelerating Sales Without a Marketing Budget](https://reader035.fdocuments.us/reader035/viewer/2022070303/54b6d7944a795998238b464f/html5/thumbnails/14.jpg)
Why do you need this?
Needs/QualificationGoal: Secure Presentation
PresentationGoal: Establish decision
date, send proposal
ProposalGoal: BUY
ApproachGoal: Accelerate urgency, timeline to purchase
Open/AttemptedGoal: Get prospect on the phone
Actively WorkingGoal: Qualify prospect as 30-60 day opportunityLEADS
OPPORTUNITIES
Lead becomes Active Opportunity
![Page 15: Accelerating Sales Without a Marketing Budget](https://reader035.fdocuments.us/reader035/viewer/2022070303/54b6d7944a795998238b464f/html5/thumbnails/15.jpg)
Why do you need a pipeline?
• Most leads aren’t sales ready
• You can’t focus on everything
• The right message at the right time
• Maximum sales, minimum work
![Page 16: Accelerating Sales Without a Marketing Budget](https://reader035.fdocuments.us/reader035/viewer/2022070303/54b6d7944a795998238b464f/html5/thumbnails/16.jpg)
How to approach your pipeline
• It’s a pipeline (but your prospects shouldn’t know that)
• Differentiate from your competitors
• DO NOT SELL
• Automate as much as you can
![Page 17: Accelerating Sales Without a Marketing Budget](https://reader035.fdocuments.us/reader035/viewer/2022070303/54b6d7944a795998238b464f/html5/thumbnails/17.jpg)
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
![Page 18: Accelerating Sales Without a Marketing Budget](https://reader035.fdocuments.us/reader035/viewer/2022070303/54b6d7944a795998238b464f/html5/thumbnails/18.jpg)
Last Slide Last
1. Find & engage prospects “upstream” before they are active buyers
2. Understand your customer, product & objective before executing
3. Publish your own content to attract prospects
4. Practice customer-centric selling every day
5. Sales & marketing is too important to leave to salespeople and marketers
![Page 19: Accelerating Sales Without a Marketing Budget](https://reader035.fdocuments.us/reader035/viewer/2022070303/54b6d7944a795998238b464f/html5/thumbnails/19.jpg)
Questions?