Tuesday, September 24, 2013


Heinz Marketing Insights - September 2013

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September 2013

Hi Matt,
Success in 2014 – which includes developing the plans & resources required to execute – means simultaneously assessing the impact of current-year efforts while precisely projecting what you'll need across the organization to accelerate success in the New Year.

We highly recommend that marketing organizations take advantage of time in late Q3 and early Q4 to get ahead of the 2014 budgeting and planning cycles – by both reviewing & improving the efficacy of current efforts, plus successfully planning, budgeting for and hitting the ground running on greater objectives next year.

Think of it as a 2014 Readiness Review: part real-time postmortem on the year to-date, plus a functional review of what's needed to hit 2014′s objectives.

To do this, dedicate time with your managers and key marketing contributors and dig into the following...continue reading

Plan and Budget for Data Hygiene in 2014
How to make a business case for social media
Questions Sales Managers Need to Ask About Lead Scoring
Content Strategy: Understanding the Business Value

In this issue

Plan and Budget for Data Hygiene in 2014 (or lose your job)

Is the title of this blog post extreme? Not really.

Data management and data hygiene are probably the most overlooked components to a successful marketing automation initiative, right after content.

I recently learned of a large enterprise with marketing automation that was blacklisted by ISPs.  The blacklist status effectively shuts down all outbound marketing efforts right as they are heading into Q4.  This happened because of poor data management and data hygiene.  It can happen to any organization with marketing automation.  When it happens, heads roll because it impacts customer engagement and revenue.  The audit process for getting off ISP blacklists isn't easy. Can you imagine being responsible and for this with your organization?
Continue Reading

How to make a business case for social media
The majority of companies we talk to still aren't effectively and/or adequately using social media to build awareness, create sales pipeline and drive both loyalty & engagement with their customers.

The opportunity is there, of course, as are countless case studies and best practices. But the problem isn't the opportunity. I'm convinced now that the problem is in how the channel is sold internally.

Too many marketers talk breathlessly about the number of followers they can get, or the retweets they can generate. They talk about metrics that matter to people who may already understand social media, and fail to resonate with those who don't speak the language.

Continue Reading

Questions Sales Managers Need to Ask About Lead Scoring
I remember my first two inside sales jobs in the early 1990's where we used a two dimensional lead scoring matrices based primarily on BANT criteria.  The models worked very well at the time because we could focus our follow up efforts on the best leads.  Of course, that was pre-Web, pre-CRM, and definitely pre-Marketing Automation.

Most of the blogs and guides I see on lead scoring approach the subject almost exclusively from the Marketing side.  Sales managers and their support are critical to lead scoring success.  Without support from Sales and a follow up process, a lead scoring initiative will fail.  Goal #1 of any lead scoring initiative is to help Sales focus on the best opportunities with prescribed follow up actions.

Continue Reading

Content Strategy: Understanding the Business Value

On July 11 and 12, I had the opportunity to attend the Content Strategy Workshops series put on by expert content strategists Scott Abel and Rahel Anne Bailie. The two days in Vancouver, B.C. were filled with intense, informative workshops—with a surprise bonus of gorgeous, sunny weather.

The workshops were a great way to focus my mind and start thinking about content not just as copy or pictures, but as an entire process of planning, creating, and distributing. Marketers are under pressure to produce more and more fresh, interesting content—but do we have a strategy for the entire lifecycle of that content? Is the content that we're producing creating a good customer experience, providing customers with information they want, and helping them during the buying decision

Continue Reading
Upcoming Events

Our events and speaking engagements

September 25 - Social Selling with the Sharks, North America's largest B2B Webinar.  Register here
October 10 - Heinz Marketing FastTracks. If you are in the Seattle area, request an invite!
October 16 - Webinar:  How Sales Professionals can find, influence and convert more prospects via the social web Register
October 22 - Enterasys Social Jam session

We'll be here too!

October 16-17 - Sales 2.0
October 23-25 - Eloqua Experience
November 18-21 - Dreamforce

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