Joint presentation with Matt Heinz and Robert Pease from Gist on strategies for using social media to

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

2. Last slide first* Find & engage prospects “upstream” before they are active buyers Participate in their communities as a peer to build trust & credibility Use research tools to customize approach with new targets Publish your own source(s) of value-added content to attract new prospects to you Marketing is too important to leave to the marketers (let alone the sales reps) #gist/@RobertAtGist Copyright © 2010 Gist 2 *Thanks to Zach Nelson, CEO, Netsuite

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

6. Finding information… 6 #gist/@RobertAtGist

7. Social media generates revenue… 7 #gist/@RobertAtGist

8. Up to 20% more… 8 #gist/@RobertAtGist

9. But does not always reduce sales cycles 9 #gist/@RobertAtGist

10. Popular tools… 10 #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

12. The Social Inbox - Email +Content 12

13. Social CRM – have intelligent conversations 13 #gist/@RobertAtGist

14. Social when you need it most… 14 #gist/@RobertAtGist

16. Generic response

17. Direct sales tactics

18. Nothing worth sharing

19. Partial coverage

20. Response within 4 – 6 Hours

21. Sales = Support

22. Actionable & meaningful

23. Contribute domain knowledge

24. Response within 1-10 minutes

25. Personal & authentic

26. Speed wins

27. Complete coverage

28. DO NOT outsource

29. No coverage

30. No responseReal-time/Near-time Response No Clue Batch & Act #FAIL #gist/@RobertAtGist

32. Tweetdeck #gist/@RobertAtGist @HeinzMarketing

34. It’s your turn… Let’s make this personal: Your industry Your customers Your product/service/solution Your opportunity

35. Thanks robert@gist.com twitter.com/robertatgist matt@heinzmarketing.com Twitter.com/heinzmarketing