The Advocate Effect: How internal & external advocates can accelerate deal ve...
Using Social Media to Find & Close More Business
1. Using Social Media to Find & Close More Business AA-ISP Annual Conference 5/11/2010 Robert PeaseVice President of Marketing robert@gist.com @RobertAtGist Matt Heinz Principal, Heinz Marketing matt@heinzmarketing.com @heinzmarketing
3. Quick Audience Audit Social media usage Social lead generation Social deal acceleration #gist/@RobertAtGist @HeinzMarketing
4. Prospect Engagement Funnel #gist/@RobertAtGist @HeinzMarketing Next Step Accelerator Ideas Customer Targets (based on persona profiles) Network-exclusive access to content Value-added special offers Discovery events White papers, top ten tips, etc. Network / Open Community Channels: Twitter, Facebook, Blog, LinkedIn Goal: Drive Registration Drip Marketing Channels: Email Newsletters, CRM System Goal: Drive Active Prospects Testimonials, Success Stories Profile-Specific Messages New product/service offers Active Sales Cycle Channels: CRM, 1:1 Goal: Sell New Opportunity Alerts 1:1 with Existing Customer In-Market Events Referral & Tell-a-Friend Offers Network / Community Invites New Customer
5. Social Media & Sales Survey Collected via on-line survey (n=499) Gist users so skewed in terms of use of social media But…a good leading indicator Wanted to understand usage as well as results You know what they say about statistics… 5 #gist/@RobertAtGist
11. Email isn’t going anywhere… 11 “Email is life's database” “Email is the foundation of all that I do.” “Email is part of what I do everyday. Going outside of Outlook slows my productivity.” “I prefer to stay in email. It is where I live and where work gets done.” “Most of the time spent is in Email, it becomes - with all its quirks - the primary organization and contact management tool.” #gist/@RobertAtGist