Planning for 2013: How To Use Inbound Marketing To Improve Your Lead GenerationPresentation Transcript
IT’S TIME TO TRANSFORM YOUR MARKETING Planning for 2013 How to Use Inbound Marketing to Improve Lead GenerationReed Overfelt, CEO – FullQuota Prepared by FullQuota on behalf of Microsoft
Technology companies have historically relied ontraditional marketing tactics like trade shows, webcasts, direct mail and email.
Your buyer has changed.Disclaimer: Use of social media company icons is for instructional purposes only and in noway implies an association or partnership with any of the individual companies, or approval,sponsorship, or endorsement by any of the individual companies.
Today, buyers have moreinformation thanever before to guide theirdiscovery and evaluation ofyour products and services
Buyers enter the sales processunderstanding… Problem Answer Cost Before
Yesterday’s approach:“GET IN THEIR FACE”when they’re not looking.Today’s approach:“GET FOUND”when they are looking.
1 Have a Plan 2 Become a TOFU Ninja 3 Master Your MOFU4 Keep SCORE
1Have a Plan
Get inside your customer’s head Concerns - Hate being sold to - Find it offensive to give name and email - Don’t want to get spam sales emails - Don’t have time to teach a sales person about their business problems
Understand what motivatesthem Concerns Motivations - Want to solve my problem - Education - Data/information reports - Recommendation from a peer - Meeting other people like me that have insights to share
Create a solution that enticesthem and addresses their concerns Concerns Entice & Address Concerns - Tell them – in simple terms – what you offer and how it addresses their business problem. - Provide customer testimonials, address vendor risk. - Offer free “fit” assessments, address product viability and fit concerns. - Provide demos and paid trials to prove value.
2Become a TOFUNinja (Top of the Funnel)
Your customer’s purchasein stages Purchase Consideration CLOSED DEAL Awareness
An organizational model foryour sales funnel stages Bottom of the Funnel Middle of the Funnel CLOSED DEALTop of the Funnel
What is the top of the funnel? GET FOUND GENERATE AWARENESS SALES PROSPECT
TOFU in a nutshell 2. Optimizing 1. content 3. Creating Promoting content Content
Make stuffpeople want…Start creating & publishing content that isthat is meaningful and relevant to yourtarget buyer:• Up-to-the minute blog articles• Hard facts• Industry research, reports, & studies• Educational content
• The more we give, the more we’ll get.Be generous. • Increase # of pages and inbound links. • Build trust, credibility and good will.
Be consistent. Daily executive article summaries (blog) Weekly executive newsletter Monthly e-books, reports and white papers Quarterly webinars
2 Optimize “6 RETAIL TRENDS you MUST understand & embrace.” vs. “Retail Trends”
Google is Judge, Jury & Executioner
UnderstandwhatmotivatesGoogle(as well as bing and Yahoo)
Help Google decide.
Ranking Algorithmf(n) = Relevance + Authority
Creatingmeaningful andrelevant content isthe best way toimprove theauthority of yourwebsite and content.
The internet is like a popularitycontest ...
When content is really good, peoplewant to link to it.
So, if you want more links… Create content worth linking to!
3 Promote Disclaimer: Use of social media company icons is for instructional purposes only and in no way implies an association or partnership with any of the individual companies, or approval, sponsorship, or endorsement by any of the individual companies.
Make it easy to shareBLOGS │ EBOOKS │ WEBINARS │ DEMOS │ NEWSLETTERS │ EVERYTHING! 1 5 3 110 53 1 1 3 2 1 2 share tweet email +1
3Master Your MOFU (Middle of the Funnel)
What is the middle of the funnel? CONVERT NURTURE QUALIFY SALES OPPORTUNITY
“ TOFU ” is just dessert
MOFU“ is where the beef is”
MOFU in a nutshell 2. 1. Nurture Convert traffic prospects into leads 3. into prospects Qualify leads into sales opportunities
Converting is allabout helpingpotential prospectstake action.
Give great directions. ?Create:• Relevant websites & landing pages• Clear calls to action• Compelling offers
Create clear, relevant websites What is it? Who is it for? What’s in the box?Example: Avanade ERP for ConstructionMicro Website
Clear calls-to-action How do I get it?Example: Avanade ERP for ConstructionMicro Website
Compelling offers… What is it? What do I get?What do I need to do?
Nurturing is all aboutguiding prospects fromgeneral awareness toactively considering yourproducts and services.
Creating, optimizing, and promotingexceptional and unique content arealso the keys to nurturingprospects into leads
Remember! Your buyer has changed. Disclaimer: Use of social media company icons is for instructional purposes only and in no way implies an association or partnership with any of the individual companies, or approval, sponsorship, or endorsement by any of the individual companies.
thinking like a marketer or advertiser…
…START thinking like a publisher and socializer.
…Focus your buyers businessproblems.
Give them Valuable and Relevant Content… Education Information Knowledge With ZERO selling
Qualifying is all aboutcontacting, scoring andconverting leads into salesready opportunities – ornot!
Up to 75% of marketing gets lost inthe middle-of-the funnel.
Most leadsshould neverbe passed overto sales.
< 25% of Leads Are Sales Ready are n s ✗
Marketingsays: “That is crazy! We give you tons of leads. You just don’t follow up on them properly!”
Sales calls a fewunqualified leads andfinds they are a waste oftime – then they stopcalling the rest of theleads.
Inside sales teams areuniquely effective at contactingleads and qualifying them into salesopportunities.
It takes between 3 and 8touches – includingphone calls and emails – tocontact a prospect.@ @ @
Inside Sales reps spendover 71% of their timeinteracting withcustomers(vs. <41% for field sales reps)
Inside Sales reps conduct 8 customer interactions for every field rep’s 1 interaction.
So, if you want…Insanely HappySales People
Measure "If you cannot measure it, You cannot improve it." - Lord Kelvin
The key metrics Campaigns to drive traffic Visitors Overall conversion % Conversion % Lead (By lead source) Conversion % Closed deals
1 Have a Plan 2 Become a TOFU Ninja 3 Master your MOFU4 Keep SCORE
If you don’t like change, You’re going to like irrelevancy even less.”- GENERAL ERIC SHINSEKII, 2003
ARE YOU READY TO TRANSFORM YOUR MARKETING? SCHEDULE A CONSULTATION TODAY Visit .com or Email firstname.lastname@example.org
Image Sources• Slide 5 – 11, 14 – 15, 18, 21, 25 – 27, 37, 40, 47, 49, 52 – 53, 61 – 62, 66 – 67, 70 – 71, 73, 75 – 76: • Image source - Purchased from iStockphoto (http://www.istockphoto.com/license)• Slide 17: via flickr: http://www.flickr.com/photos/st3f4n/ by Stéfan• Slide 19: via flickr: http://www.flickr.com/photos/epsos/4962823635/sizes/l/in/photostream/ by epSos.de• Slide 35: via flickr: http://www.flickr.com/photos/jliba/4389220460/sizes/l/ by Josh Liba• Slide 36: via flickr: http://www.flickr.com/photos/brandoncwarren/4164759025/sizes/l/in/faves- bonafidemarketinggenius/ by Brandon Christopher Warren• Slide 55: via flickr: http://www.flickr.com/photos/st3f4n/ by Stéfan• Slide 63: via flickr: http://www.flickr.com/photos/haizi-hyg/3640001725/in/set-72157619950169446/ by hyg-27• Slide 65: via flickr: http://www.flickr.com/photos/ccacnorthlib/5839729061/in/photostream by CCAC North Library• Slides 18, 20, 39: Hubspot.com• Slides 51 & 53: Guidelines for Use of the following trademarks or logos: • Twitter: https://support.twitter.com/entries/77641 • LinkedIn: https://developer.linkedin.com/documents/branding-guidelines • Facebook: http://www.facebook.com/brandpermissions/logos.php • YouTube: http://www.youtube.com/t/press_room_image_files • Reddit : http://www.reddit.com/r/redditlogos• Slide 60 Image source - http://en.wikipedia.org/wiki/File:Lord_Kelvin_photograph.jpg• Slide 69: http://www.free-desktop-backgrounds.net/Miscellaneous-pictures/Signs-wallpaper-images/Stop- sign.html• Slide 78: http://en.wikipedia.org/wiki/File:Lord_Kelvin_photograph.jpg