Building a Successful Sales & Marketing Plan
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Transcript of Building a Successful Sales & Marketing Plan
Building a Successful Sales & Marketing Plan
Matt Heinz
President, Heinz Marketing Inc
@heinzmarketing
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
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)
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?
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
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)
Participation Best Practices
• Share
• Don’t sell
• Be a trusted advisor
• Don’t sell
• Connect, recommend, refer
• Don’t sell
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
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
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
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
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