Marketers who take responsibility for driving revenue will thrive moving forward: Madlibs with Matt Heinz

Today’s Madlibs features Matt Heinz from Heinz Marketing. Matt can talk marketing, sales, baseball, gourmet cooking, you name it. As a matter of fact, I wasn’t sure whether to send him the Madlibs sales or marketing questionaire because he can answer both. Matt is a great resource for anyone along the revenue chain. He is prolific in his writing, speaking, and advice. Plus he has a thriving consulting business! With that, I present to you Matt Heinz’ Madlibs session. I hope you enjoy!

    1. The b2b buyer is in charge, and their buying process is your sales process.
    2. The biggest innovation in marketing is middle of pipeline management. The nurturing of leads is a revolution for companies that are doing it right.
    3. The coolest thing happening in b2b marketing is increasing revenue responsibility. Marketers who take responsibility for driving revenue will thrive moving forward.
    4. My favorite marketing book is The Challenger Sale. Written for sales, intensely relevant for marketers.
    5. My favorite social media channel is LinkedIn. Fundamentally important to me and most of our clients.

    6. Social media for b2b is misunderstood. It’s not about tweets and followers, it’s first and foremost about LISTENING.
    7. b2b video is underutilized. We over think it, but that’s changing slowly.
    8. In b2b, the idea of a funnel is still relevant but not perfect. It’s more of a cloud or bow tie now…
    9. The first thing every marketer should do is the math. What does success look like? How do I get there?
    10. Content marketing is the new currency of marketing. Those with the best content are already winning, but there’s plenty of time to catch up.
    11. The biggest mistake marketers make is shirking revenue responsibility and delegating technology decisions.
    12. The biggest myth in b2b marketing is that trade shows suck. If you execute them wrong, like anything, they suck. But they’re still a goldmine for driving pipeline traction & velocity.
    13. My favorite marketing technology besides marketing automation is the webinar. Still relevant, highly repurposable, etc.
    14. Besides revenue, the metric every marketer must track is pipeline contribution. How many of your leads turned into short-term sales opportunities?
    15. My most forgettable marketing experience is waiting too long to start my business.
    16. Mobile marketing is still mostly a B2C marketing channel, but that’s changing too.
    17. The next “hot-thing” in marketing will be micro-targeting. Profiling and engaging individuals instead of segments.
    18. In 2015, marketing will be harder to distinguish from sales.
    19. Over the next couple years in marketing, I can’t wait to seehow the marketing technology landscape continues to evolve, innovate, merge, etc.
    20. Madlibs with the Funnelholic isn’t Madlibs. Clearly you guys never actually did Madlibs! It was just directed words that made silly stories. This is basically a Q&A. Still cool, but not Madlibs. Sorry Craig…

Matt Heinz is president of Heinz Marketing, and is a frequent speaker and author on B2B marketing and sales strategy. You can connect with Matt via email, Twitter, LinkedIn or his blog. Get an advance copy of Matt’s new book, Successful Social Selling, here.