Heinz Marketing, Inc

Building Sales Through Influence

• Matt Heinz • President, Heinz Marketing Inc • matt@heinzmarketing.com @heinzmarketing

Moderator Stephanie Castillo

ScribbleLive @Scribblelive

Speaker Matt Heinz

Heinz Marketing @HeinzMarket

Presenters

Heinz Marketing, Inc

Housekeeping• Q&A

• Copy of this deck and recording • Offers for you

• Full Funnel Marketing – the BOOK • Modern Marketer’s Field Guide • Matt’s award-winning* smoked bacon recipe • ScribbleLive’s Consumer Attitudes Towards Content Report

• Send me an email (matt@heinzmarketing.com) or bring me a business card noting what you want

Heinz Marketing, Inc

I am serious about bacon

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This IS the new PR…

Heinz Marketing, Inc

Last Slide First• Give to get • Have a pipeline mentality • Build relationships • Be patient • Reciprocate & participate • Measure

Heinz Marketing, Inc

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

Heinz Marketing, Inc

Other successful campaigns• Lattice Engines - #MKTGNerd campaign • Marketo Luminaries (from the 2013 Marketing

Nation Summit) • InsideView “Top 25 Sales Influencers” Awards

Heinz Marketing, Inc

Last Slide Last

• Give to get • Have a pipeline mentality • Build relationships • Be patient • Reciprocate & participate • Measure

Heinz Marketing, Inc

Thank You!

Matt Heinz President, Heinz Marketing @heinzmarketing matt@heinzmarketing.com

Q & A

Heinz Marketing, Inc

If you want more…• Copy of this deck • Offers for you

• Modern Marketer’s Field Guide • Full Funnel Marketing the BOOK • Matt’s award-winning* smoked bacon recipe

• Send me an email (matt@heinzmarketing.com) or tweet @heinzmarketing and @scribblelive