10 ways big data will accelerate your marketing & sales pipeline performance
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Deck from Direct Marketing Association (DMA) Seattle Roundtable meeting at Microsoft (sponsored by 6Sense & Oracle) June 1, 2016
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10 ways big data will accelerate your marketing & sales pipeline performance
- 1. @heinzmarketing Matt Heinz President, Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing 10 ways big data will accelerate your marketing & sales pipeline performance
- 2. @heinzmarketing Housekeeping • Copy of this deck • Offers for you • Full Funnel Marketing – new book! • Modern Marketer’s Field Guide • Matt’s award-winning* smoked bacon recipe • Send me an email (matt@heinzmarketing.com) or bring me a business card noting what you want
- 3. @heinzmarketing I am serious about the bacon
- 4. @heinzmarketing What’s better than big data? • The RIGHT data • FAST data • ACTIONABLE data
- 5. @heinzmarketing 10 big data focus areas for sales & marketing 1. Persona development 2. Content planning 3. Awareness & social engagement growth 4. Sales planning 5. ABM filtering 6. Tactical conversion rate improvements 7. Upsell & cross-sell opportunities 8. Sales follow-up triggers 9. OODA loop improvement 10. New market opportunity identification
- 7. @heinzmarketing Model for persona development
- 8. @heinzmarketing 2. Content mapping Audience Vertical #1 CEO IT/CIO CFO CMO Audience Vertical #2 CEO Drivers Pain Points Value Propositions (bullet points) Key Messages Key MessagesDrivers Pain Points Value Propositions (bullet points)
- 9. @heinzmarketing 3. Awareness & social engagement • Follower growth • Social-originated lead generation • Social lead scoring • Hashtag & other contextual conversations
- 10. @heinzmarketing 4. Sales planning • Target account list development • Territory & resource allocation/planning • Scorecard & activity/momentum tracking • Trigger event prioritization • What else? • What role can marketing play??
- 11. @heinzmarketing 5. Account-based marketing filtering • Where do you focus & why? • What attributes highlight your best, most lucrative prospects?
- 12. @heinzmarketing 6. Tactical conversion rate improvements • Open/click rates • Sales follow-up response rates • Event registration & attendance • Social follow-backs • Do the math!
- 13. @heinzmarketing 7. Upsell & cross-sell opportunities
- 14. @heinzmarketing 8. Sales follow-up triggers • Buying signals (overt & subtle) • Trigger events (urgency drivers & priority changers) • Competitive moves • Personnel changes
- 15. @heinzmarketing 9. OODA loop optimization
- 16. @heinzmarketing 10. New market opportunity identification
- 17. @heinzmarketing 10 big data focus areas for sales & marketing 1. Persona development 2. Content planning 3. Awareness & social engagement growth 4. Sales planning 5. ABM filtering 6. Tactical conversion rate improvements 7. Upsell & cross-sell opportunities 8. Sales follow-up triggers 9. OODA loop improvement 10. New market opportunity identification
- 18. @heinzmarketing Housekeeping • Copy of this deck • Offers for you • Full Funnel Marketing • Modern Marketer’s Field Guide • Matt’s award-winning* smoked bacon recipe • Send me an email (matt@heinzmarketing.com) or bring me a business card noting what you want
- 19. @heinzmarketing Thank You! Matt Heinz President, Heinz Marketing @heinzmarketing matt@heinzmarketing.com