Presentation deck from February 8, 2017 SnapApp Marketing Fit Workshop in Washington DC

2. Housekeeping
• Feel free to madly scribble notes, but you can also have a copy of this deck
• You can also have (for free!) copies of:
• Full Funnel Marketing (my new book)
• Our buyer journey mapping template
• My award-winning* bacon recipe
• Just send email to matt@heinzmarketing.com (or bring me a business card)
noting what you want

3. I am serious about the bacon

4. Profit Center Marketing

5. Or keep doing the alternative:

6. What they think of you

8. What about control?

9. Sales & marketing = the same objective

12. >

13. >

14. A widening gap between investment & ROI
According to CEB:
•45% of B2B marketing budgets go to content
•84% of marketers expect to increase content spend
•Only 45% of marketers think content marketing is working
•66% of marketers can’t connect content metrics &
business metrics

15. •Over 76% of respondents believed it was very important for content
marketing to be engaging.
•Nearly 60% believed it was very important for content marketing to
drive action.
•Nearly 50% believed it was very important for content marketing to
be customized.
Key content
marketing
elements
Total
% 6,7
(209)
< $1M
Annual
Revenue
(48)
$1M –
$10M
Annual
Revenue
(56)
$11M -
$50M
Annual
Revenue
(31)
$51M +
(34)
Content is
engaging
76.5
%
79.2% 75.0% 77.4% 70.6%
Content
drives
action
59.8 54.2 59.0 51.7 61.8
Content is
customized
48.3 43.8 46.4 54.8 55.9
Reported
importance of
content
marketing
elements

16. Five keys to profit center marketing
• Do the math (quantify what success looks like)
• Create a clear customer profile
• Map the sales and buying process
• Embrace revenue responsibility
• How will you measure it?

17. Calculating what you need

18. Enumerating needs by role

19. One slide to rule them all

20. Only two sales stages matter

21. Only two sales stages matter

22. The buyer’s journey

23. Leads & Opportunities

24. A direct line to revenue growth

25. Keys to Profit Center Marketing
1. Objectives & Alignment
2. Reporting
3. Culture
4. OODA Loops
5. Transparency & Empathy
6. Accountability

26. For discussion:
• Where are the weak points in your Profit Center
Marketing execution?
• Do you have a revenue-accountable culture in your
marketing organization?
• Do your peers see it the same way as you?
• Pros/cons of your relationship with:
• CFO
• CEO
• Board
• Head of Sales

27. Final Thoughts
• Even if you madly scribbled notes, you can also
have a copy of this deck
• You can also have (for free!) copies of:
• Full Funnel Marketing (my new book)
• Our buyer journey mapping template
• My award-winning* bacon recipe
• Just send email to matt@heinzmarketing.com (or
bring me a business card) noting what you want

28. Thank You!
Matt Heinz
President, Heinz Marketing
@heinzmarketing
matt@heinzmarketing.com