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Presentation covers the eight keys to marketing greatness in 2015 as marketing professionals take inventory on their current activities and plan for the future. Specifically covers: Demand Generation, Content Marketing ,Database Health, Process, People, Sales Enablement, Technology, and Content, Social, & Search
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Eight Keys to Marketing Greatness in 2015
Matt Heinz & Robert Pease
Heinz Marketing Inc.
@HeinzMarketing
@RobertCPease
#greatin2015
Housekeeping
• Copy of this deck & recording of presentation
• Offers for you– 10 minute brainstorm– Successful Selling– Modern Marketer’s Field Guide
• Let us help you with a 2015 Readiness Review
#greatin2015
So, what are the 8 keys?
1. Demand Generation
2. Content Marketing
3. Database Health
4. Process
5. People
6. Sales Enablement
7. Technology
8. Content, Social, & Search
Read along: http://www.heinzmarketing.com/matt-on-marketing/blog/
#greatin2015
1. Demand Generation
• Build a customer acquisition machine
• Know who in detail you are trying to reach
• Understand the buyer’s journey
• Test, measure and evaluate
#greatin2015
2. Content Marketing
• Content is the lifeblood of the modern sales cycle
• Focus on the target persona and develop your content for them
• Focus on optimizing “consumption”
• Build sales playbooks
“57% of a typical B2B purchase decision is made before a customer talks to a supplier.”
#greatin2015
3. Database Health
• More is not always better
• Populate database with those who fit ideal customer profile
• Exercise and build your prospect database
• Don’t let your database needs drive landing page design
See more bad landing pages
4. Process
• Have a cross-functional & process-centric view
• Map out 4 core processes
• Measure outcomes, not activities
Interaction with ProspectsInteraction with Prospects
Content Production & Distribution
Content Production & Distribution
Analytics & ReportingAnalytics & Reporting
Oversight & ManagementOversight & Management
#greatin2015
5. People
• Surround yourself with people who have the right attitude, aptitude, and intelligence
• Design your team around how you acquire customers
• Don’t compromise, don’t be afraid to take chances
CMO’s Guide to Marketing Org Structures
#greatin2015
6. Sales Enablement
• Natural friction where marketing and sales meet
• Embrace it and find common ground in sales enablement
• Unite behind enabling the buyer’s journey
• View marketing success through the sales pipeline
“61% of B2B marketers send all leads directly to sales..only 27% will be qualified.”
#greatin2015
7. Technology
#greatin2015
7. Technology
• Technology is just an enabler
• Know your process and measures of success before you call a vendor
• The skill set of the modern CMO will be technically savvy
• Find the right “marketing stack” for your organization
#greatin2015
8. Content, Social, & Search
• Be found where your prospects are spending time – get into their flow of consumption
• Don’t just publish and pray
• Surround your target customer with reviews, influencers, thought leadership
• Engage directly, start a conversation
“40% of B2B buyers say LinkedIn is important when researching technologies and purchases, 19% say the same of Twitter.”
#greatin2015
Questions?
Robert [email protected]@RobertCPease
Matt [email protected]@HeinzMarketing
www.heinzmarketing.com
#greatin2015
