Presentation from the AA ISP Summit in Minneapolis on May 11/12. Conducted with Matt Heinz of Heinz Marketing and covering how to use social media as part of the outreach and prospecting process for inside sales professionals.
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