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Building Sales Through Influence• Matt Heinz

• President, Heinz Marketing Inc

• matt@heinzmarketing.com @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 (matt@heinzmarketing.com) 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

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If you want more…

@heinzmarketing

matt@heinzmarketing.com

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Thank You!

Matt HeinzPresident, Heinz Marketing@heinzmarketingmatt@heinzmarketing.com