Powerful Personalization - Matt Heinz - Hard Corps Marketing Show #41

September 7, 2018

It’s time to enhance your marketing personalization plan with tips on developing an attention-grabbing attribution strategy with the CEO and founder of Heinz Marketing, Matt Heinz.

In this episode we discuss how multi-touch attribution and the alignment of Sales and Marketing work together as a power team to personalize interaction with your customer and grab their attention while building a relationship of trust and respect.

 

Takeaways

  • Try splitting the funnel vertically between Sales & Marketing with opportunity stages and have a plan for what they are doing in each of those stages to help one another.
  • Tell your prospects what should be keeping them up at night. Educate by leading the conversation based on pain points specifically mapped to problems your product or service can solve.
  • Focus on the other person. The nature of what you’re saying, sharing and asking can make a big difference in whether someone is not only engaged with you but how much they see your product or service as valuable.
  • Use the Challenger’s Mantra: Teach, Tailor, Take control.
  • Before you get your prospects’ engagement you have to get their attention. Strive to make your content and message something your prospects will clamor for.
  • Beware the abuse of confusing access with attention and don’t confuse attention with engagement. Prospects may be looking but are they reciprocating?
  • It’s not about the channel but rather the audience and where they are in their journey.
  • Intent is more important than precision. Focusing only on generating leads over revenue will lead you to focus on some of the wrong things. A big part of driving revenue responsibility are not actions but culture change in the organization that aligns behind the right metrics.
  • A little alignment goes a long way. If you go from having no alignment between Sales & Marketing to doing it in even just a shitty way, you will improve revenue significantly. There are no excuses!

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