10 ways big data will accelerate your marketing sales pipeline performance

10 ways big data will accelerate your
marketing & sales pipeline performance
Matt Heinz
President, Heinz Marketing Inc
@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 () 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
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
@heinzmarketing


1. Persona development

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Model for persona development

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2. 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


3. Awareness & social engagement
• Follower growth
• Social-originated lead generation
• Social lead scoring
• Hashtag & other contextual conversations

@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??

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5. Account-based marketing filtering
• Where do you focus & why?
• What attributes highlight your best, most lucrative prospects?

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6. Tactical conversion rate improvements
• Open/click rates
• Sales follow-up response rates
• Event registration & attendance
• Social follow-backs
• Do the math!

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7. Upsell & cross-sell opportunities

@heinzmarketing


8. Sales follow-up triggers
• Buying signals (overt & subtle)
• Trigger events (urgency drivers & priority changers)
• Competitive moves
• Personnel changes

@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 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 () or bring me a
business card noting what you want

@heinzmarketing

Thank You!
Matt Heinz

President, Heinz Marketing
@heinzmarketing


@heinzmarketing