1. How to Manage Your Sales &
Marketing Like a Presidential
Campaign
Matt Heinz
President, Heinz Marketing Inc
matt@heinzmarketing.com
@heinzmarketing

2. Housekeeping
• Copy of this deck
• Offers for you
– 10 minute brainstorm
– Successful Selling
– Successful Social Selling
• Bring me a business card after the talk
– Write on the back which of the above offers
you want (“all of the above” is fine too)

3. Last Slide First
1. Know your target market
2. Choose your platform
3. Start early & think long-term
4. Re-think the meaning of “campaigns”
5. Build communities
6. Partner wisely
7. Focus more time on “undecided” voters
8. Sales & marketing is best not left solely to the
sales & marketing professionals

4. 1. Know your target market

5. Five questions to start
• What/who are your targets?
• What do they care about? What outcome
are they seeking?
• Where do you find them?
• What or who influences them?
• How do they want to engage and
(eventually) buy?

6. Your customers

7. 2. Choose your platform

8. What are they talking about?

9. The buying progression
Problem/ Solution Objective/
Pain Outcome

10. Custom messages by role
Audience Drivers Pain Points Value Propositions (bullet points) Key Messages
Vertical #1
CEO
IT/CIO
CFO
CMO
Audience Drivers Pain Points Value Propositions (bullet points) Key Messages
Vertical #2
CEO

11. 3. Start early & think long term

12. Prospect Engagement Funnel
Customer Targets (based on persona profiles) Next Step Accelerator Ideas
Network-exclusive access to content
Network / Open Community Value-added special offers
Channels: Twitter, Facebook, Blog, LinkedIn Discovery events
Goal: Drive Registration White papers, top ten tips, etc.
Drip Marketing Testimonials, Success Stories
Channels: Email Newsletters, CRM System Profile-Specific Messages
Goal: Drive Active Prospects New product/service offers
Active Sales Cycle New Opportunity Alerts
Channels: CRM, 1:1 1:1 with Existing Customer
Goal: Sell In-Market Events
New Referral & Tell-a-Friend Offers
Customer Network / Community Invites

13. Leads & Opportunities
Stage Definition Sales Next Step(s) Marketing Next Step(s)
New lead, has not been attempted or contacted by Begin follow-up to get on the phone live to Provide scripts and response offers as
Open/Not Attempted sales qualify as opportunity needed to increase call-backs
Sales has begun the process of following the lead Continue follow-up attempts via phone, Provide scripts and response offers as
Attempting to Contact follow-up process to reach the prospect live email, "zero out" to reach prospect live needed to increase call-backs
Prospect has expressed interest in ABC Company Once prospect has been qualified, either Provide collateral, case studies and other
and/or achieving better results, and is interested in move into a "Qualified" opportunity or information as needed to help prospect
Interested learning more; full qualification criteria move to Nurture (if timeline is long-term or determine sales intent
intent/purchase timeline still unknown undetermined)
Leads
Prospect is interested, but there is no near-term no action Drip marketing to prospect 1-2 times per
opportunity to buy (prospect may have other month with value-added offers, until
Nurture immediate priorities, or may just need more time to they're ready to engage in a short-term
consider interest/intent) buying cycle again
Haven't been able to get ahold of prospect after no action Drip marketing to prospect 1-2 times per
repeated attempts month with value-added offers, until
Unresponsive they're ready to engage in a short-term
buying cycle again
No Further Action Lead is not a qualified prospect no action no action
Prospect has a need & budget, and is actively Get demo commitment, plan next steps and Provide additional support tools as
evaluating solutions timeline to buy (or at least make decision) needed (case studies, etc.) to help
Qualified with prospect accelerate prospect interest and buying
cycle
Demo has been scheduled or completed; working Get permission to present formal proposal Provide additional support tools as
through objections & questions needed (case studies, etc.) to help
Presentation & Demo accelerate prospect interest and buying
cycle
Opportunities
Formal proposal is in process or has been delivered Get verbal commitment to buy pending no action
Proposal outlining terms, services, fees finalization of terms
Prospect has verbally agreed to do business; both Sign, seal and return baby! no action
Negotiation sides are working through final legal/term/service/fee
details
Close Agreement has been signed and returned victory lap no action
Opportunity has stalled indefinitely or is dead no action Drip marketing to prospect 1-2 times per
month with value-added offers, until
Closed Lost they're ready to engage in a short-term
buying cycle again

14. 4. Rethink “campaigns”

15. Three content questions
• What do I want people to see, hear and/or
learn?
• What do I want people to think?
• What do I want people to do?

16. Custom messages by role
Audience Drivers Pain Points Value Propositions (bullet points) Key Messages
Vertical #1
CEO
IT/CIO
CFO
CMO
Audience Drivers Pain Points Value Propositions (bullet points) Key Messages
Vertical #2
CEO

17. Planning content
Week 1 Week 2 Week 3 Week 4
Theme 1
Theme 2
Theme 3
Theme 4

18. Editorial calendar example
Market Leader
Q2 2010 Editorial Calendar
Q2
May June
Week of May 3 Week of May 10 Week of May 17 Week of May 24 Week of May 31 Week of June Week of June 14 Week of June 21 Week of June 28
Corporate Theme Spring Season Heats Up New Vision for Real Estate Industry Are you growing your market share?
Content Theme Bringing it all together to grow your business
Company News (PR) Fiji Release Leading RE free trial Gathering of Eagles 200th MLS
Keynote Recap
Industry Calendar Mid-year NAR
Broker Ops (Bob) Agent productivity tools - Creating a customer- Top 10 reasons why 12 ways to motivate,
what's recommended, centric brokerage (blog) brokers should care about excite and retain your
what's working (blog, AR) social media (blog, AR) agents (blog)
Broker LinkedIn Group Questions What productivity tools are What does customer- How many conferences to What is your brokerage How has business been What are your best What is your brokerage How much training do you
your agents using? Any centric mean at your do you attend each year? doing with social media? since the home-buyer practices for motivating, doing to encourage and provide your agents?
that have been adopted brokerage? What are Which are your favorites Can you measure specific credit expired? What new exciting and retaining your facilitate teamwork and What topics do you focus
across the brokerage? your best practices around and why? new business from these promotions have you agents? resource sharing? on?
Training & Education
this? investments? instituted to replace it?
Leadership (Ian) The best customer service Early listing season Why listings matter even Attracting & recruiting
advice I ever received observations (blog) in a buyers market (blog) agents (blog)
(blog)
Agents & Teams (Scott) How to share best Team collaboration best How to be more efficient Combining resources
practices across your practices (blog, AR) when you don't always across a team to increase
team (blog, AR) share the same marketing impact (blog,
workspace (blog, AR) AR)
Sales & Marketing Advice (anon) Five seller appeasement Seller marketing tips from Best practices for listing
strategies that won't break real estate veterans (blog, presentations (blog, AR)
the bank (blog, AR) AR)
Search & Web Tips (Thad) How to increase your Why your Web domain is How to be immediately How to help local Using social media to
Twitter followers (blog, so important (and why it's responsive to your Web buyers/sellers find your market your listings (blog,
AR) not) (blog, AR) leads (blog, AR) Web site (blog, AR) AR)
Market Leader Voices Guest Posts: Broker Web site success stories (pull Guest Posts: Best customer service you ever gave or received Guest Posts: Tips and Tricks to Establish Yourself as the Market Leader
Leadership Commentary
from Exit customers)
Five Ways to be a Market Leader 5 ways to improve your 5 ways to build a business 5 ways to instantly TBD TBD TBD TBD TBD
(Video) search results (Thad) within a business (Ian) improve your customer
service (Scott)
Ian's Leadership Videos Five Characteristics of a Building a Customer- Why Lead Management Knowing when technology
Successful Real Estate Centric Brokerage Matters (and why it's often is important, and when it's
Business ignored) not

19. Five common content
marketing mistakes
1. Not having a plan up front
2. Writing for the company instead of the
customer
3. Not encouraging and participating in two-
way communication
4. Not promoting, aggregating and curating
great content from others
5. Only producing written content

20. Repurposing

21. How to create more content
• Write more ideas down
• Keep a single, ongoing list of those ideas
• Ideas, then outlines, then drafts
• Write ahead of time
• Use guest contributors

22. 10 sources of content inspiration
1. Customer questions
2. Stuff you read
3. People you disagree with
4. Your customer-facing teams
5. Trade press
6. Conferences, panels & Webinars
7. Twitter hashtags
8. LinkedIn Answers
9. The news
10. Things you see that are dumb

23. 5. Build communities

24. Top sales reps – social tips
1. Get new introductions from existing network
2. Get new introductions from others in their
organization
3. Watch for buying signals across the social Web
4. Target both individuals and keywords
5. Build deeper, early relationships with new
prospects
6. Directly share information, become an expert,
generate a following

25. Finding more sales on LinkedIn
• Read the Daily Digest…daily
• Join and participate in groups
• Keep your profile up to date
• Ask and answer questions
• Give recommendations & skill
endorsements
• Ask for specific referrals and introductions
• Use Signals

26. Finding more sales on Twitter
• Follow your prospects
• Follow your partners
• Curate customer-centric content
• Listen for buying signals
• Watch and use hashtags

27. Nine Social Selling Tools
1. HootSuite
2. Nearstream
3. TweetAdder
4. Dlvr.it
5. Buffer
6. UnTweeps
7. TextExpander or ActiveWords
8. Email Alerts
9. Morning Coffee

28. 6. Partner wisely

29. Managing referral sources
Productivity
1. Proactive 2. Reactive 3. Minimal 4. Dark
Monthly meetings Monthly Bi-monthly call Quarterly call
Joint pipeline meeting/call Gist Gist
Gist Gist Twitter Twitter
1. Elite Twitter Twitter
Bi-monthly Monthly calls Quarterly call Quarterly call
meetings Gist Gist
Joint pipeline Twitter
2. Good Gist
Twitter
Importance
Quarterly meetings Quarterly call Email only Email only
Gist
3. Occasional
Email only Email only Email only Email only
4. Minimal

30. 7. Focus on the “undecideds”

31. When prospects go dark…
1. Try a different channel
2. Try a different contact
3. Share something unrelated
4. Try a different angle
5. Engage their influencers
6. Move on

32. Last Slide First
1. Know your target market
2. Choose your platform
3. Start early & think long-term
4. Re-think the meaning of “campaigns”
5. Build communities
6. Partner wisely
7. Focus more time on “undecided” voters
8. Sales & marketing is best not left solely to the
sales & marketing professionals

33. If you want more…

34. Questions?