10 ways big data will accelerate your marketing & sales pipeline performance Matt Heinz President, Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing @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 @heinzmarketing I am serious about the bacon @heinzmarketing What’s better than big data? • The RIGHT data • FAST data • ACTIONABLE data @heinzmarketing 10 big data focus areas for sales & marketing Persona development Content planning Awareness & social engagement growth Sales planning ABM filtering Tactical conversion rate improvements Upsell & cross-sell opportunities Sales follow-up triggers OODA loop improvement 10 New market opportunity identification @heinzmarketing Persona development @heinzmarketing Model for persona development @heinzmarketing Content mapping Audience Drivers Pain Points Value Propositions(bullet points) Key Messages Drivers Pain Points Value Propositions(bullet points) Key Messages Vertical #1 CEO IT/CIO CFO CMO Audience Vertical #2 CEO @heinzmarketing Awareness & social engagement • Follower growth • Social-originated lead generation • Social lead scoring • Hashtag & other contextual conversations @heinzmarketing Sales planning • Target account list development • Territory & resource allocation/planning • Scorecard & activity/momentum tracking • Trigger event prioritization • What else? • What role can marketing play?? @heinzmarketing Account-based marketing filtering • Where you focus & why? • What attributes highlight your best, most lucrative prospects? @heinzmarketing Tactical conversion rate improvements • Open/click rates • Sales follow-up response rates • Event registration & attendance • Social follow-backs • Do the math! @heinzmarketing Upsell & cross-sell opportunities @heinzmarketing Sales follow-up triggers • Buying signals (overt & subtle) • Trigger events (urgency drivers & priority changers) • Competitive moves • Personnel changes @heinzmarketing OODA loop optimization @heinzmarketing 10 New market opportunity identification @heinzmarketing 10 big data focus areas for sales & marketing Persona development Content planning Awareness & social engagement growth Sales planning ABM filtering Tactical conversion rate improvements Upsell & cross-sell opportunities Sales follow-up triggers OODA loop improvement 10 New market opportunity identification @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 @heinzmarketing Thank You! Matt Heinz President, Heinz Marketing @heinzmarketing matt@heinzmarketing.com @heinzmarketing [...]... @heinzmarketing 9 OODA loop optimization @heinzmarketing 10 New market opportunity identification @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... identification @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 @heinzmarketing Thank You! Matt Heinz President, Heinz Marketing @heinzmarketing matt@heinzmarketing.com @heinzmarketing ...5 Account-based marketing filtering • Where do you focus & why? • What attributes highlight your best, most lucrative prospects? @heinzmarketing 6 Tactical conversion rate improvements • Open/click rates • Sales follow-up response rates • Event registration & attendance • Social follow-backs • Do the math! @heinzmarketing 7 Upsell & cross-sell opportunities @heinzmarketing 8 Sales follow-up triggers