content marketing for sales
TRANSCRIPT
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Content Marketing for Sales
Matt Heinz President, Heinz Marketing Inc
[email protected] @heinzmarketing
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People & problems, not products
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What do customers care about?
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The buying progression
Solution Problem/Pain
Objective/Outcome
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Prospect Engagement Funnel
Active Sales Cycle Channels: CRM, 1:1
Goal: Sell
New Customer
Drip Marketing Channels: Email Newsletters, CRM System
Goal: Drive Active Prospects
Network / Open Community Channels: Twitter, Facebook, Blog, LinkedIn
Goal: Drive Registration
Network-exclusive access to content Value-added special offers Discovery events White papers, top ten tips, etc.
Testimonials, Success Stories Profile-Specific Messages New product/service offers
Referral & Tell-a-Friend Offers Network / Community Invites
New Opportunity Alerts 1:1 with Existing Customer In-Market Events
Next Step Accelerator Ideas Customer Targets (based on persona profiles)
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Opportunity Stages
Opp
ortuni)e
s
Qualified
Prospect has a need & budget, and is ac4vely evalua4ng solu4ons
Presenta/on & Demo
Demo has been scheduled or completed; working through objec4ons & ques4ons
Proposal Formal proposal is in process or has been delivered outlining terms, services, fees
Nego/a/on
Prospect has verbally agreed to do business; both sides are working through final legal/term/service/fee details
Close Agreement has been signed and returned
Closed Lost
Opportunity has stalled indefinitely or is dead
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Custom messages by role
Audience Drivers Pain Points Value Proposi)ons (bullet points) Key Messages
Ver)cal #1
CEO
IT/CIO
CFO
CMO
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Content filters
• Sales stage • Primary decision-maker • Objections/obstacles
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#CONTENTSF