768: Getting Personalization Right in B2B Sales w/ Matt Heinz

ABOUT THIS EPISODE

Recorded on location at the 2018 #FlipMyFunnel Conference in Boston, in this episode we talk to Matt Heinz, President of Heinz Marketing and Host of Sales Pipeline Radio.

Can asking your prospect's favorite pizza place actually get a response to your cold email?

Hear Matt's story & the do's & don't's of personalization in cold email & social outreach.

Click here to connect with this guest on LinkedIn.

... company. So what if you could reverse engineer these relationships at a moment's notice, start a podcast, invite potential referral partners to be guests on your show and grow your referral network faster than ever? Learn more. At Sweet Fish Mediacom you're listening to be tob growth, a daily podcast for B TOB leaders. We've interviewed names you've probably heard before, like Gary Vannerd truck and Simon Senek, but you've probably never heard from the majority of our guests. That's because the bulk of our interviews aren't with professional speakers and authors. Most of our guests are in the trenches leading sales and marketing teams. They're implementing strategy, they're experimenting with tactics, they're building the fastest growing BEDB companies in the world. My name is James Carberry. I'm the founder of sweetish media, a podcast agency for BB brands, and I'm also one of the CO hosts of this show. When we're not interviewing sales and marketing leaders, you'll hear...

...stories from behind the scenes of our own business, will share the ups and downs of our journey as we attempt to take over the world. Just getting well? Maybe let's get into the show. Welcome back to the BDB growth show. We're here today with Matt Hines, President of Hines Marketing. Matt, how's it going today? Man, I'm doing great. How are you? I'm doing really well. We are recording this at the flip my funnel conference. You just came over from getting ready for your session. Yep, doing some family feud right. We will be doing account based family feud. Nice, sales versus marketing side's gonna be fun. All right. So by the time you're listening this there will probably be some videos up on Linkedin or youtube on how the family feud goes. But you're doing Steve Harvey. Your am seeing? Yeah, I am right. Well, if to be precise, I'm trying to channel Keenan Thompson Doing Steve Okay, so I'm going to do the SNL caricature of Steve Harvey as Best I can. Nice, Nice,...

...all right. So let's dive in that. I feel like you know, you and I are just meeting for the first time here today, but I've been following your stuff done on Linkedin for a while and you had a post just yesterday about personalization and how not to do it, how maybe you can do it better. So tell me a little bit about why you think personalization is worth talking about. Well, I think that there's you know, I think a lot of people, in the in the interest of being efficient and moving quickly, just, you know, use generalized personalization things like, Oh, I see your president of hinds marketing, or I really like what you're doing a hinds marketing. It sounds like it's personalized because you put my company name in it, but it provides no value right. And Look, we all live in glass houses and I think the people doing this are not doing this to be bad sales people. They're doing this in a well meaning way, but it comes across at best as disingenuous. So I think that, you know, it doesn't take that much time to truly personalize a message. You know, Steve Richard Fromvorsaite taught me years ago to use what he...

...calls the three by three method. You know, take up to three minutes to find up the three things about someone you think is interesting and, quite frankly, it doesn't take more than twenty thirty seconds. If you look at someone's Linkedin by a or go to their twitter page and you can find something either that you have in common with them or something that is interesting but you can use as a starting point. And if you know, if you start with something like that, even if it's not related to what you're selling, it stands out. It makes it look like you've done your homework, you're more likely to get a response to that point. MMM. So, going beyond this simple personalization of I think you know that you noted in your post like I saw your profile on Linkedin. Yes, that's not personal as that is not a person like. Yeah, I mean there's plenty of people that will say listen, all except your linkedin request, as long as you personalize. But the fact that you saw my profile, the fact that you say hey, I'm trying to build my network, would love to connect with you, it's I think the bar is higher than that, right. I mean, if you but it, you know. Conversely, if you see someone speak at a conference and you've never met them, if you send them an invite says I just saw you speak at a conference, I thought you were fantastic, I would love to follow you and learn more from you. Like it takes no more time to write something like that, and yet that kind...

...of personalization is usually what works. Today's gross story is about a leading global cyber security company. Even though they're incredibly successful, they struggled with demand generation within an extensive contact database. To solve this problem, they worked with a partner to implement in a multitactic program that included email, add retargeting and inside sales in marketing outreach activities. I hope you're sitting down for this next part, because the program generated an Roy of over five hundred percent. So what kind of partner can deliver these jaw dropping results? MRP politics. MRP politics is an insights, power to account based marketing platform with streaming predictive analytics baked into its core, integrating multi channel ABM execution. On these insights, mrp politics triggers display email, direct mail and global inside sales in real time,...

...helping the largest marketing departments in the world deliver the right message to their customers at just the right time. Can mrp politics get similar results for you? Probably find out by visiting mrpfdcom or click the link in the episode description of this interview. All right, let's get back to the show. HMM. Yeah, I mean even you can go deeper than that. You could say I loved your point on on X Y Z. But just saying, you know, I noticed I heard you speak here, or I noticed this post you had on acts. Yeah, as opposed to just I saw your profile. Yeah, right, yeah, I think you know, just just take the time to find something a little different, a little unique about the person and just act like a human. I mean I think if you're sitting in front of someone, you wouldn't. I mean it would be kind of weird for you to say, Hey, I see that you're the president of finds marketing. It's that's kind of an awkward conversation. Yeah, as supposed to say like Hey, I just I looked at your bio before we will format and you have chickens, like how did that start? Like I always thought chickens would be interesting. Like, even though it has nothing to do with...

...what you want to actually the business conversation you want to have, it's it's a it's an ice breaker. I mean it's the reason why most of many of us will talk about the weather when we meet someone right, it's just it's common ground, right. And then is it's that banter that sort of warms up the conversation lets you sort of pivot into something else. Yeah, I think that's a great analogy. It seems very simple to treat social media and email, which is a human to human interaction, like other human interactions. Like, like you said, if I walked up to you at this conference and had never met and said Hey Matt and started a conversation. Yeah, I might say you know when you fly in or something like that, and you can do that in other forms. But we get out of our we get in our heads too much, I think sometimes in trying to personalize it digitally. Yeah, and I think this this goes not just for linkedin invocations. This goes for emails, this goes for voice mails. I mean I think a lot of times you'll see a marketing team, well meaning marketing team, with the best of intentions right, voice mail scripts that they expect the sales team to use and they've never actually spoken that voicemail out out.

Yeah, and so sometimes you look at an email that you wrote and you say, would you actually use that in active conversation in front of someone would you marketer, Mr Marketer, would you actually leave that exact, precise voicemail or does it make you sound like a robot? That is it is not a genuine person. So it's you know, if think you know when rubber meets the road, you know, we everything always becomes more casual, it always becomes more intimate, it always becomes more personalized and it honestly doesn't have to take more time to do that, but it always works better. MMM, is there a good example of someone that sent you a linkedin request or an email that you've seen where they did personalization really well? Recently, one of my favorites from earlier this year and my one of my favorites, probably the stands out over the last few years, is someone sent me an email. They were trying to their a copywriter and they were interested in doing some work for our clients. Are just looking for work from an agency, and at the bottom of the email it said, hey, you know, by the way, ps we I'm going to be in Seattle in August and I love pizza. Where should I go? And I mean how do you not respond to that? How do you not respond men? You know, it's...

...like everybody's got a favorite pizza spot and like in Seattle we've got a couple like local chains that are sort of, you know, really wellknown and really good, and there's a place called North Lake tavern that makes pizzas that are like six inches tall and they have pictures of daqueries and even if you don't like daqueries, it's kind of a fun experience. And so, like there's you respond to that right, and I thought it was one of the best and I and when I wrote her back, I'm like, are you actually coming to Seattle or was this just a really good boy? She said, well, I'm actually thinking about it. I'm like, okay, so that's no, but yeah, I still I still actually thinking. Yeah, I asked, but still it was one of the best things I've seen that actually sort of droves some engagement. It wasn't necessarily personalized, which was what I kind of what I why bring it up. It wasn't about me, but it was something different, unique. It was interesting. It was her version of talking about the weather. Is that whether she want to talk about pizza right? Right, foods away to a lot of people's heart. Yeah, absolutely right, it's all right. Yeah, I think a lot of people look up, you know, they they scroll to the bottom of the linkedin profile. You know, where'd you go to school? Yeah, and that's...

...not really like for a lot of us it's and it could be ten, twenty more more years ago and there's really maybe not a connection there or anything like that. Yeah, I mean you also like, if you I like, going to the bottom of linkedin profiles, because you'll see sometimes where they go to school, you'll see nonprofits they're involved with, you'll see other groups they had tend to associate with. You know, oftentimes, if you go to someone's twitter page, even if they're tweet mostly about business, in their bio, usually it'll say something like, you know, dog lover, pizza eater, you know whatever. You know, contail Avisian out a right, yeah, whatever, and so you'll have even if it's just one of those things, it's something to key and on. If someone put in their bio that they have chickens, it's something they're proud of, it's something they want to talk about, right, it's something that is it's not like, oh, how did you find out? Like if if you're scrolling through their instagram page and you call out and you call up and say like hey, how'd your son do it the recital last night? That's creepy, right, you probably avoid that, but if they put it in a Baio, it's something that's sort of public knowledge. In that kind of a format it's fair game.

HMM. Yeah, I like that. Yeah, and people tend to get a little more personal on twitter. That's a good spot. Go to the bio, yeah, but maybe not to the center daughter's recital. Yeah, on Instagram, yeah, I love it. I love it. All right. Well, Matt, if anybody is not already following your great content, what's the best way for them to reach out connect with you in a personalized way? Yea, hopefully you can send me a personalized invite. On linkedin, just Matt Hines. I'm on a twitter at at hines marketing, just hi and Z marketing. You can find a lot of our content, our blog posts, our best practice guides and everything else atins Marketingcom. All right. Well, Matt, thanks for being on the show. Yeah, thanks for having me. There are lots of ways to build a community and we've chosen to build the BEDB growth community through this podcast. But because of the way podcasts work, it's really hard to engage with our listeners, and without engagement it's tough to build a great community. So here's what we've decided...

...to do. We're organizing small dinners across the country with our listeners and guests. No sales pitches, no agenda, just great conversations with likeminded people. Will Talk Business, will talk family, will talk goals and dreams, will build friendships. So if you'd like to be a part of a BEDB growth dinner in a sitting near you, go to be tob growth dinnerscom. That's be toob growth dinnerscom. Thank you so much for listening. Until next time.

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