The document discusses strategies for building influence through relationships with influencers. It defines influencers as bloggers, authors, community leaders, speakers and peers. It provides eight tips for how to reach and engage influencers, including giving value without expecting anything in return, getting to know their audiences, providing them with good stories to share, and asking for their feedback. The presentation aims to help companies measure the success of influencer marketing strategies.

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