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

1. Eight Keys to Marketing Greatness in
2015
Matt Heinz & Robert Pease
Heinz Marketing Inc.
@HeinzMarketing
@RobertCPease
#greatin2015

2. 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

3. 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

4. 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

5. 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

6. 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

7. 4. Process
• Have a cross-functional &
process-centric view
• Map out 4 core processes
• Measure outcomes, not
activities
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Content Production &
Content Production &
Distribution
Distribution
AAnnaalylytitcicss & & R Reeppoortritningg
OOvveersrsigighht t& & M Maannaaggeemmeennt t
#greatin2015

8. 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

9. 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

10. 7. Technology
#greatin2015

11. 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

12. 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

13. Questions?
Robert Pease
robert@heinzmarketing.com
@RobertCPease
Matt Heinz
matt@heinzmarketing.com
@HeinzMarketing
www.heinzmarketing.com
#greatin2015