In his presentation, Matt Heinz explains how to customize content for the sales cycle.

1. Content Marketing for Sales
Matt Heinz
President, Heinz Marketing Inc
matt@heinzmarketing.com @heinzmarketing

2. People & problems, not products

3. What do customers care about?

4. The buying progression
Problem/
Pain
Solution
Objective/
Outcome

5. Prospect Engagement Funnel
Customer Targets (based on persona profiles)
Network / Open Community
Channels: Twitter, Facebook, Blog, LinkedIn
Goal: Drive Registration
Drip Marketing
Channels: Email Newsletters, CRM System
Goal: Drive Active Prospects
Active Sales Cycle
Channels: CRM, 1:1
Goal: Sell
New
Customer
Next Step Accelerator Ideas
Network-exclusive access to content
Value-added special offers
Discovery events
White papers, top ten tips, etc.
Testimonials, Success Stories
Profile-Specific Messages
New product/service offers
New Opportunity Alerts
1:1 with Existing Customer
In-Market Events
Referral & Tell-a-Friend Offers
Network / Community Invites

6. Opportunity Stages
Qualified
Opportuni)es
Presenta/on
&
Demo
Proposal
Nego/a/on
Close
Prospect
has
a
need
&
budget,
and
is
ac4vely
evalua4ng
solu4ons
Demo
has
been
scheduled
or
completed;
working
through
objec4ons
&
ques4ons
Formal
proposal
is
in
process
or
has
been
delivered
outlining
terms,
services,
fees
Prospect
has
verbally
agreed
to
do
business;
both
sides
are
working
through
final
legal/term/service/fee
details
Agreement
has
been
signed
and
returned
Opportunity
has
stalled
indefinitely
or
is
dead
Closed
Lost

7. Custom messages by role
Ver)cal
#1
Audience
Drivers
Pain
Points
Value
Proposi)ons
(bullet
points)
Key
Messages
CEO
IT/CIO
CFO
CMO

8. Content filters
• Sales stage
• Primary decision-maker
• Objections/obstacles

9. Workshop time!
Matt Heinz
@heinzmarketing
matt@heinzmarketing.com
877-291-0006

10. #CONTENTSF