building sales through influence
TRANSCRIPT
3/14/2015 Heinz Marketing, Inc 1
Building Sales Through Influence• Matt Heinz
• President, Heinz Marketing Inc
• [email protected] @heinzmarketing
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Housekeeping
• Copy of this deck
• Offers for you
• 10 minute brainstorm
• Modern Marketer’s Field Guide
• Content Marketing Best Practice Guide
• B2B Sales & Marketing Metrics Best Practices Guide
• Send me an email ([email protected]) with what you want
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This IS the new PR…
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Last Slide First
• Give to get
• Have a pipeline mentality
• Build relationships
• Be patient
• Reciprocate & participate
• Measure
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Objectives
• How will you measure success?• Direct & indirect metrics
• Pipeline contribution
• Media replacement value
• Lead generation replacement value
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Who are influencers anyway?
• Bloggers
• Authors
• Community Leaders
• Speakers
• Peers
• Loud People
• YOU
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What makes them influential?
• Reach
• Respect
• Leverage
• Efficiency
• Action
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How & where do you find them?
• Past event speakers
• Existing industry rankings
• Twitter lists
• Trade publication contributors
• Online community leaders
• Little Bird
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Are you asking the right question?
• Not what you need from them…
• What do they need from you?
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Eight ways to reach & engage influencers in your industry
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1. Give to get
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2. Don’t assign them to your PR agency
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3. Get to know their audience & focus areas
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4. Give them a good story to tell
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5. Make them look smart to their followers
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6. Start your asks small
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7. Get face time when possible
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8. Ask for their feedback (but make it easy)
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The ultimate influencer success story
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How did they do it?
• Pre-existing relationships
• Authenticity in time & value
• Value by association
• Exposure & lead sharing
• Templates and support
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Other successful campaigns
• Lattice Engines - #MKTGNerd campaign
• Marketo Luminaries (from the 2013 Marketing Nation Summit)
• InsideView “Top 25 Sales Influencers” Awards
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Last Slide Last
• Give to get
• Have a pipeline mentality
• Build relationships
• Be patient
• Reciprocate & participate
• Measure