What if a $28 Facebook ad could generate $20 million? Stu Heinecke, the father of contact marketing, reveals how micro-focused campaigns connect you with virtually anyone.
Stu shares stories of a sales rep who used a live pigeon to reach a famous CEO, a startup that landed Walmart with one targeted ad, and how Kris Kristofferson landed a helicopter on Johnny Cash's lawn to deliver a demo tape.
Guest Introduction
Stu Heinecke is a bestselling author, Hall of Fame-nominated marketer, and Wall Street Journal cartoonist who helps B2B sellers acquire million-dollar accounts. His campaigns have produced response rates as high as 300% and ROI in the millions of percent.
Key Topics
- Contact marketing defined: Targeted campaigns (as few as one person) marked by creativity, audacity, and relevancePigeon campaign that closed a $250,000 deal with a famous tech CEOOrabrush's $28 Facebook ad that landed a 735,000-unit Walmart orderDeep personalisation through profile research and relevant giftsWhy compelling campaigns exceed 100% response rates through viral sharingGetting started by reading foundational books and researching prospects
Resources & Links
People Mentioned
- Dan Waldschmidt - Turnaround specialist who sends swords, achieving 100% response ratesKris Kristofferson - Singer-songwriter who landed helicopter on Cash's lawn for demo deliveryJohnny Cash - Country legend who received Kristofferson's helicopter deliveryJune Carter - Cash's wife who received Kristofferson's demo tapesLeonardo da Vinci - Renaissance artist who used creative approaches with the Count of Milan
Books
- How to Get a Meeting with Anyone - Foundational contact marketing book, top 65 sales books of all timeGet the Meeting! - Follow-up with 60+ illustrated case studies
Companies & Organizations
- Orabrush - Tongue cleaner startup, $28 Facebook ad to WalmartWalmart - Retail giant targeted by Orabrush's Bentonville adsAmerican Marketing Association - Named Stu "father of contact marketing"
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Contact & Credits
Host: Shahin Hoda
Guest: Stu Heinecke
Produced by: Shahin Hoda and Alexander Hipwell
Edited by: Alexander Hipwell
Music by: Breakmaster Cylinder
APAC's B2B Growth Podcast is Presented by xGrowth