How to Book a Meeting with Anyone with Stu Heinecke

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 relevance
• Pigeon campaign that closed a $250,000 deal with a famous tech CEO
• Orabrush's $28 Facebook ad that landed a 735,000-unit Walmart order
• Deep personalisation through profile research and relevant gifts
• Why compelling campaigns exceed 100% response rates through viral sharing
• Getting started by reading foundational books and researching prospects

Resources & Links

People Mentioned

• Dan Waldschmidt - Turnaround specialist who sends swords, achieving 100% response rates
• Kris Kristofferson - Singer-songwriter who landed helicopter on Cash's lawn for demo delivery
• Johnny Cash - Country legend who received Kristofferson's helicopter delivery
• June Carter - Cash's wife who received Kristofferson's demo tapes
• Leonardo 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 time
• Get the Meeting! - Follow-up with 60+ illustrated case studies

Companies & Organizations

• Orabrush - Tongue cleaner startup, $28 Facebook ad to Walmart
• Walmart - Retail giant targeted by Orabrush's Bentonville ads
• American 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