10 ways big data will accelerate your marketing & sales pipeline performance
TRANSCRIPT
@heinzmarketing
Matt HeinzPresident, Heinz Marketing Inc
[email protected] @heinzmarketing
10 ways big data will accelerate your marketing & sales pipeline performance
@heinzmarketing
Housekeeping• Copy of this deck• Offers for you• Full Funnel Marketing – new book!• Modern Marketer’s Field Guide• Matt’s award-winning* smoked bacon recipe
• Send me an email ([email protected]) or bring me a business card noting what you want
@heinzmarketing
I am serious about the bacon
@heinzmarketing
What’s better than big data?• The RIGHT data• FAST data• ACTIONABLE data
@heinzmarketing
10 big data focus areas for sales & marketing1. Persona development2. Content planning3. Awareness & social engagement growth4. Sales planning5. ABM filtering6. Tactical conversion rate improvements7. Upsell & cross-sell opportunities8. Sales follow-up triggers9. OODA loop improvement10. New market opportunity identification
@heinzmarketing
1. Persona development
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Model for persona development
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2. Content mapping
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3. Awareness & social engagement• Follower growth• Social-originated lead generation• Social lead scoring• Hashtag & other contextual conversations
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4. Sales planning• Target account list development• Territory & resource allocation/planning• Scorecard & activity/momentum tracking• Trigger event prioritization• What else?• What role can marketing play??
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5. Account-based marketing filtering• Where do you focus & why?• What attributes highlight your best, most lucrative prospects?
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6. Tactical conversion rate improvements• Open/click rates• Sales follow-up response rates• Event registration & attendance• Social follow-backs
• Do the math!
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7. Upsell & cross-sell opportunities
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8. Sales follow-up triggers• Buying signals (overt & subtle)• Trigger events (urgency drivers & priority changers)• Competitive moves• Personnel changes
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9. OODA loop optimization
@heinzmarketing
10. New market opportunity identification
@heinzmarketing
10 big data focus areas for sales & marketing1. Persona development2. Content planning3. Awareness & social engagement growth4. Sales planning5. ABM filtering6. Tactical conversion rate improvements7. Upsell & cross-sell opportunities8. Sales follow-up triggers9. OODA loop improvement10. New market opportunity identification
@heinzmarketing
Housekeeping• Copy of this deck• Offers for you• Full Funnel Marketing• Modern Marketer’s Field Guide• Matt’s award-winning* smoked bacon recipe
• Send me an email ([email protected]) or bring me a business card noting what you want
