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Matt Heinz, The Founder of Heinz Marketing - The B2B Marketing Leaders Podcast
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Welcome to Season 2 of The B2B Marketing Leaders Podcast!
Season 1 was a great success and we’re putting together a case study that covers everything from starting a podcast to growing a podcast and monetizing it. You can request the case study here.
Meet Matt Heinz
Matt is a the Founder of Heinz Marketing. He’s one of the most influential B2B sales & marketing experts. You’ll see him speaking at events across the country. He’s the author of the Modern Marketing Field Guide among other amazon best sellers.
Press play to get started listening and check out the main takeaways below.
What mistakes are B2B marketers still making?
Matt says that the most common mistake he sees B2B marketers make is that they tend to focus too much on themselves. They are too focused on selling what they do and not what it represents. Great product marketing is about addressing the customers and their specific needs. That’s how you keep them engaged throughout the entire buying cycle.
“You got to sell the hole not the drill.” – @HeinzMarketing #SDSummit #B2Bpodcast
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What’s changing with B2B marketing ?
For modern marketers, CRM & Marketing Automation platforms are must haves and no longer just an afterthought. Matt is also bullish on predictive intelligence and the ability to tap into big data to find qualified leads that are exhibiting buying triggers. This data allows for more precise targeting and more efficient marketing. When you have the data to know who’s going to buy before they do, we’re going to have “Minority Report” type selling.
The B2B Sales Rep of the Future
How can you get marketing and sales to play nice?
Matt says that in some cases it’s just not possible to get sales and marketing to play nice because of the culture and the people in the seats. However, if you are able to do it in the right environment then it’s straightforward and the process usually starts with a discussion and agreement on common objectives and common definitions.
Who owns social selling?
Matt believes that both sales and marketing own social selling in the way that email is also co-owned. It depends heavily on the culture of the organization but communication between these two departments is also important to make social selling work.
“I will feel better once we call social selling…selling.” – @HeinzMarketing #SDsummit #B2Bpodcast
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What does your post event strategy look like?
Matt recommends having a very explicit process to follow up for all your events. He relies on a checklist to keep him focused and consistent with his approach. Typically, Matt begins his follow up process on the flight back home and it might look something like this:
- Process business cards
- Send thank you notes
- Send LinkedIn invites
- Segment by: Short Term Client Opp, Long Term Client Opp, Partner Opp, Vendor etc..
- Follow up with appropriate communication based on segmentation
- Add to twitter lists
If you’re presenting, Matt recommends having a slide in your presentation that covers how the audience can contact you to get your slides and additional information.
What’s the difference between a buyers journey & a sales funnel?
Many companies treat them different but they should be the same. Matt suggests compare: How your buyers buy vs How you sell to them. Don’t introduce friction by making these two different from each other or it will slow down and sabotage your sales.
Instead, focus your energy on helping the customer achieve their objectives and that will get them to buy, but understand that it’s going to take lots of work bringing these two together.
“If you feel like you’re being sold to that causes people to pull away even if they need what…
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What B2B sales tools do you recommend?
The phone. Pick up the phone and call someone, it’s still one of the most effective tools you can use.
Snail mail. A handwritten note is rare today and it tends to stand out. Matt is even known for sending Heinz Marketing onesies to customers/prospects that are expecting. He recommends checking out MailLift for an easy way to send handwritten letters.
You never know when you might get a HEINZ onesie in the mail.
How should marketing automation help the sales team?
Matt believes that sales needs to be aware of drip campaigns, email campaigns, and lead scoring. Full transparency between departments will make for better marketing automation & more sales.
The post Matt Heinz, The Founder of Heinz Marketing appeared first on The B2B Marketing Leaders Podcast.
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