EYEconomy Aggregators Articles Case Studies About Contact Follow on Twitter Other Resources Browse by Media Digital Marketing Aggregator Social Media Aggregator Search Marketing Aggregator Advertising Aggregator Mobile Aggregator Web Design Aggregator Graphic Design Aggregator Software Development Aggregator
Digital Headlines & Resources

Interview with Matt Heinz, President of Heinz Marketing


Matt Heinz is President of Heinz Marketing, a marketing firm that has helped dozens of organizations with their sales, marketing and go-to-market strategies, including: Microsoft, Amazon.com, Salesforce.com, Morgan Stanley, and others. 

NDD: What are the most common mistakes people make running a marketing campaign?  

Matt: Not knowing what success looks like, and not knowing enough about who their customer is (what they care about, what their pain points are, etc.) to create an effective message, offer or call to action.  It’s amazing to me how many people rush into execution mode without enumerating the fundamentals first.  

NDD: What are the most common mistakes marketers make using LinkedIn?  

Matt: Social selling isn’t about publishing.  It’s about listening.  It’s about knowing the buying signals and trigger events to look for that indicate a prospect is on their journey towards eventually needing a solution.  LinkedIn is one of the greatest sources of buying signals and trigger events available to B2B sales & marketing professionals today, and it’s still not used nearly enough

NDD: What are the most important reasons for using Twitter?  

Matt: Well, Twitter isn’t important for everyone.  If your customer isn’t using it, you don’t necessarily need to use it either.  But if your customers are there, I think Twitter has become one of the most efficient, effective and scalable means of increasing awareness and familiarity with your prospects, customers and other constituents.  Don Draper’s advertising world may be largely behind us, but impressions still matter.  And if you’re using Twitter correctly to curate great content and share information your prospects & customers will enjoy, you’re doing it right.

NDD: What do you think of Pinterest?  

Matt: If you have a visual product, it can be great.  But it’s not for everyone.  You’ve got to prioritize, and few B2B brands have put Pinterest at the top of their list (for good reason).

NDD: How important is marketing automation?  

Matt: At the end of the day it’s just a tool.  If you don’t have a demand generation and lead management strategy that maps to the buyer journey, the best tools in the world aren’t going to help you.  But if your customer understanding is solid and your content is tight, marketing automation tools can accelerate reach, velocity and conversion at a scale never before possible.  Truly powerful stuff if (again) you master the fundamentals first.

NDD: What is the future of email marketing?  

Matt: It’s not going anywhere as a B2B channel, but your recipients are getting numb to the volume as well as the truly awful content being shoved their way.  The future isn’t necessarily in improving email marketing, but improving the integration of great content and story-telling across platforms and channels seamlessly – email, social, mobile, etc.

NDD: What do you do to come up with ideas / be more creative?

Matt: Listen!  The world around you is full of content ideas.  Listen to your customers, what they’re talking about, what they’re complaining about.  Find things that make you made, that you think are dumb.  Collate most frequently asked questions of your support staff.  Truly, great content ideas are flying past you on a daily basis.

You can follow Matt on his blog, on Twitter and LinkedIn.


[Slashdot] [Digg] [Reddit] [del.icio.us] [Facebook] [Technorati] [Google] [StumbleUpon]


Leave a Comment

Your email address will not be published. Required fields are marked *

Choose a Rating

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>