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Transform Your Marketing - Become a MOFU Ninja

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Reed Overfelt, CEO of FullQuota, presents step-by-step instructions to start their middle-of-the-funnel marketing and sales program.

Reed Overfelt, CEO of FullQuota, presents step-by-step instructions to start their middle-of-the-funnel marketing and sales program.

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  • 1. IT’S TIME TO TRANSFORM YOUR MARKETING Becoming a MOFU Ninja The Art of Guiding Prospects from Awareness to ConsiderationReed Overfelt, CEO – FullQuota
  • 2. Your customers purchasein stages Purchase Consideration CLOSED DEAL Awareness
  • 3. An organizational model foryour marketing and sales Bottom of the Funnel Middle of the Funnel CLOSED DEALTop of the Funnel
  • 4. What is the top of the funnel? GET FOUND GENERATE AWARENESS SALES PROSPECT
  • 5. Creating, optimizing, andpromoting exceptional andunique content are the keysto the top of the funnel.Great content is rewarded by yourbuyers and search engines alike.
  • 6. “ TOFU ” is just dessert
  • 7. “MOFU is where the beef is”
  • 8. What is the middle of the funnel? CONVERT NURTURE QUALIFY SALES OPPORTUNITY
  • 9. The middle of the funnel isall about converting trafficinto prospects, nurturingthose prospects into leads,and then qualifying thoseleads into sales-qualifiedopportunities.
  • 10. HOW?
  • 11. Let’s for a second…
  • 12. Up to 75% of marketing gets lost inthe middle-of-the funnel.
  • 13. WHY?
  • 14. Most leadsshould neverbe passed overto sales.
  • 15. < 25% of Leads Are Sales Ready are n s ✗
  • 16. Sales says “Marketing isn’tcreating enough leads.”
  • 17. Marketingsays: “That is crazy! We give you tons of leads. You just don’t follow up on them properly!”
  • 18. Sales calls a fewunqualified leads andfinds they are a waste oftime – then they stopcalling the rest of theleads.
  • 19. Step #1 Get agreement on the different states of a lead.
  • 20. 10% 20%LEAD OPPORTUNITY Sales
  • 21. Step #2 Get agreement on the qualification criteria needed to pass a lead from marketing to sales.
  • 22. There are two basic components you need toconsider when qualifying a prospect. +
  • 23. Implicit scoring components BEHAVIOR RECENCY FREQUENCY
  • 24. Implicit buyer behaviors … Behaviors Score Submits “Contact me” form +15 Visits pricing pages +10 Watches product demos +5 overview demo +10 detailed demo Downloads late-stage eBook +5 Visits blog > 30 times +5 Implicit Score +50
  • 25. Explicit scoring components DEMO- BANT GRAPHICS • Budget • Company Type • Authority • Company Size • Needs • Industry • Timing
  • 26. Explicit buyer attributes … Attribute Value Score Budget Yes +10 Authority Decision maker +10 Need Identified, needs better visibility and reporting +10 Timeline Identified, less than 3 months +10 Title CFO +15 Industry Professional Services, IT Consulting +10 Company Size $50M +5 Total Score +70
  • 27. Which leads are ready for sales? Implicit Score 50+ 24-50 0-25 0 1 2 3 4 Explicit Score 50+ A 24-50 B 0-25 C 0 D
  • 28. Step #3 Set up a series of gates and scores required to move through each stage of your pipeline.
  • 29. of 50 Points = 100 Points = It’s a Lead It’s Ready for Sales 10% 20% LEAD OPPORTUNITY SALES
  • 30. Step #4 Set up a dedicated lead management engine to nurture prospects into leads and then qualify leads into sales ready opportunities.
  • 31. HOW?
  • 32. 1Nurturing prospectsinto leads
  • 33. Nurturing is all aboutguiding prospects fromgeneral awareness toactively considering yourproducts and services.
  • 34. Guess What
  • 35. Creating, optimizing,and promotingexceptional and uniquecontent are also thekeys to nurturingprospects into leads
  • 36. Why
  • 37. 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.
  • 38. Here are 8 simple steps forsetting up a basic contentnurture program …
  • 39. Keep it simple – at first.
  • 40. 1 Understand your target buyer persona!
  • 41. Understand what motivates them Want to solve a problem Education Data/informational reports Recommendation from a peer Meeting other people like them that have insights to share
  • 42. 2 Outline the ? basic buying AWARENESS cycle of your ? CONSIDERATION buyer. ? PURCHASE
  • 43. PIPELINE STAGE Awareness (TOP) Consideration (MIDDLE) Purchase (BOTTOM) Prospect knows there’s a problem Prospect recognizes a need for a Prospect seeks solution to theirBUYER’S OBJECTIVE that needs to be solved solution like yours need; ready to buy VAGUE NOTION OF ‘POSSIBLE’ SOLUTION INTERESTED IN A SOLUTION RESEARCHING VENDORS EVALUATING PRODUCTS NARROWING FIELD REFERENCE CHECK NEGOTIATING PURCHASE KEY OUTCOMES SUBSCRIBE FOLLOW ENGAGE OPEN DOWNLOAD VIEW PARTICIPATE SHARE INQUIRE
  • 44. 3 Map your content to the buying cycle.
  • 45. PIPELINE STAGE Awareness (TOP) Consideration (MIDDLE) Purchase (BOTTOM) Prospect knows there’s a problem Prospect recognizes a need for a Prospect seeks solution to theirBUYER’S OBJECTIVE that needs to be solved solution like yours need; ready to buy VAGUE NOTION OF ‘POSSIBLE’ TREND SOLUTION REPORTS INTERESTED IN Q&A Q&A A SOLUTION ARTICLES eNEWSLETTER EBOOK WEBINARS RESEARCHING STEP-BY-STEP STEP-BY-STEP VENDORS EBOOK WEBINAR EVALUATING FAQ DEMO PRODUCTS SHEETS VIDEOS NARROWING FIELD FEATURE CASE DEMOS GUIDES STUDIES REFERENCE ANALYST CUSTOMER CHECK REPORTS TESTIMONIALS NEGOTIATING DATA ROI PRICE SHEETS CALCULATORS GUIDES PURCHASE CHECKLISTS KEY OUTCOMES SUBSCRIBE FOLLOW ENGAGE OPEN DOWNLOAD VIEW PARTICIPATE SHARE INQUIRE
  • 46. 4 Pick one piece of content for each stage of the buying cycle.
  • 47. PIPELINE STAGE Awareness (TOP) Consideration (MIDDLE) Purchase (BOTTOM) Prospect knows there’s a problem Prospect recognizes a need for a Prospect seeks solution to theirBUYER’S OBJECTIVE that needs to be solved solution like yours need; ready to buy VAGUE NOTION  OF ‘POSSIBLE’ TREND SOLUTION REPORTS INTERESTED IN  Q&A Q&A A SOLUTION ARTICLES eNEWSLETTER EBOOK WEBINARS RESEARCHING  STEP-BY-STEP STEP-BY-STEP VENDORS EBOOK WEBINAR EVALUATING  FAQ DEMO PRODUCTS SHEETS VIDEOS NARROWING  FIELD FEATURE CASE DEMOS GUIDES STUDIES REFERENCE  ANALYST CUSTOMER CHECK REPORTS TESTIMONIALS NEGOTIATING  DATA ROI PRICE SHEETS CALCULATORS GUIDES PURCHASE KEY OUTCOMES  CHECKLISTS SUBSCRIBE FOLLOW ENGAGE OPEN DOWNLOAD VIEW PARTICIPATE SHARE INQUIRE
  • 48. 5 Create a targeted email for each piece of content in the buying cycle
  • 49. What is it? ImageClear call-to-action CTA buttonWhat will I learn?
  • 50. 6 Create a targeted landing page for each piece of content in the buying cycle
  • 51. Landing Page – Visitor gets to this page by clicking onan email link What is it? What do they get? Who’s it for? Basic contact info
  • 52. Thank You Page – Page visited once visitor submitsform Download link Share buttons Call-to-Action #1 Call-to-Action #2
  • 53. 7 Setup a schedule for sending the emails.
  • 54. People process informationbetter in bite-sized chunks.
  • 55. Schedule your content a little bitat a time…Nurture Progression Schedule OutcomeEmail industry trend report Day 1 Open, shareSend weekly e-newsletter Day 7 OpenSend personal invitation to attend industry trend webinar Day 10 AttendSend weekly e-newsletter Day 14 OpenSend weekly e-newsletter Day 21 OpenSend link to recorded industry trend webinar Day 25 ViewSend weekly e-newsletter Day 28 OpenEmail Q&A eBook Report Day 30 DownloadSend weekly e-newsletter Day 35 OpenSend personal invitation to attend Q&A webinar Day 40 AttendSend weekly e-newsletter Day 42 OpenSend link to recorded Q&A webinar Day 55 ViewPersonal invitation to attend product demo webinar Day 60 Attend, Convert
  • 56. 8 Launch the Program!
  • 57. When Users Report Reading Email
  • 58. Opens by Day
  • 59. Opens by Hour
  • 60. Send emails in the morningto boost opens.Specifically, Wednesdays at 6am!
  • 61. 9 Track and score
  • 62. Only score the campaign!• Remember: Every action adds to the prospect’s score and moves them closer to becoming a lead.• Don’t automate. Yet. Get it right first. Then automate.
  • 63. YOUHAVE ALEAD!
  • 64. NOW WHAT?
  • 65. 2Qualifying leads into salesready opportunities
  • 66. Qualifying is all aboutcontacting, scoring andconverting leads into salesready opportunities – or not!
  • 67. HOW?
  • 68. Inside sales teamsare uniquely effectiveat contacting leadsand qualifyingthem into salesopportunities.
  • 69. It takes between 3 and 8touches – including phonecalls and emails – to contacta prospect.
  • 70. Inside Sales reps spendover 71% of their timeinteracting withcustomers(vs. <41% for field sales reps)
  • 71. Inside Sales reps conduct8 customer interactionsfor every field rep’s1 interaction.
  • 72. So….
  • 73. If you want OPPORTUNITY
  • 74. You need to set up (or rent!) aDedicated inside sales leadqualification program
  • 75. Here are 4 simple stepsfor setting up a basiclead qualificationprogram …
  • 76. 1 Create a tele blitz process to contact and qualify all leads.
  • 77. Call, call, email, pause … SendIntro Email Pause Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7
  • 78. Before you start ...
  • 79. Beprepared
  • 80. Have a script!
  • 81. Do your homework!
  • 82. Practice,practice,practice!
  • 83. MAKETHE CALLS!
  • 84. Call early in the morning, ifpossible.Morning is usually the besttime to reach peopledirectly, and often the timethat they’re most energized.Tuesday from 7am to 10am is best!Friday from 3pm to 5pm is good too!
  • 85. Focus on the goal of the call  Inform  Qualify  Schedule
  • 86. Avoid common mistakes Don’t give the person you’re calling the chance to terminate the conversation. For instance, you should never ask, “Is this a good time to talk?“ Identify yourself and the name of your company. Never say, “How are you today?” to a stranger. Only salespeople say this. Go slowly with your introduction, breaking it into separate sentences. Remember, prospects are still concentrating on something else. Give them a chance to hear you and understand what you are saying. Tell prospects why you are calling: to follow up on the email you sent. Inject pauses. Give prospects an opportunity to speak if they want to.
  • 87. Finish the score!  Budget  Authority  Need  Timing
  • 88. Ask for an appointmentat a specific date andtime for the next call.
  • 89. Don’t one and done.
  • 90. Be persistent 80% of new sales are made after the fifth contact, yet the majority of salespeople give up after the second call. – AllBusiness.com
  • 91. Leaving a VoicemailIf you leave a voicemail (which you will!) Prepare ahead of time! Keep it short; the goal of the message is to have them call you back, nothing more Give your phone number slowly, and repeat it once Reference your last interaction (if there was one!)
  • 92. Leaving a VoicemailHello [customer name], this is Reed Overfelt, the CEO of FullQuota.I am calling to talk you about how FullQuota - the leading provider ofinbound marketing and lead generation outsourcing services fortechnology companies - can help [ insert company name ]:1. Get found online, and2. Generate more sales-ready leads.Please give me a call back.My number is: 855-317-1212 , 855-317-1212Thanks and have a great day!
  • 93. 2 Convert all qualified leads to QUALIFY opportunities SALES OPPORTUNITY
  • 94. 3 Use assignment rules to hand off and route qualified leads to sales. Day 0 Notification Day 1 If untouched, reminder Day 2 If untouched, reminder cc boss Day 3 If untouched, alert executives
  • 95. 4 Don’t forget to NURTURE re-assign all unqualified or disengaged leads QUALIFY to marketing!
  • 96. You have asales qualifiedopportunity!
  • 97. ARE YOU READY TO TRANSFORM YOUR MARKETING? SCHEDULE A CONSULTATION TODAY Visit .com or Email reed.overfelt@fullquota.com
  • 98. Image Sources• Slide 6 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 7 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 14 - Courtesy of free-desktop-backgrounds http://www.free-desktop-backgrounds.net/Miscellaneous-pictures/Signs-wallpaper-images/Stop-sign.html• Slide 13 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 15 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 16 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 17 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 29 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 37 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 38 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 39 - Purchased from iStockphoto http://www.istockphoto.com/license• Slides 40-42 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 45 - Courtesy of FullQuota• Slide 47 - Purchased from iStockphoto http://www.istockphoto.com/license• Slides 49-51, 53 - Courtesy of FullQuota• Slide 52 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 54 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 55 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 63 - Purchased from ShutterStock http://www.shutterstock.com/licensing.mhtml• Slide 65 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 70 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 77 – Purchased from iStockphoto http://www.istockphoto.com/license• Slide 78 –Purchased from iStockphoto http://www.istockphoto.com/license• Slide 79 – Purchased from iStockphoto http://www.istockphoto.com/license• Slide 81 – Purchased from iStockphoto http://www.istockphoto.com/license• Slide 82 – Purchased from iStockphoto http://www.istockphoto.com/license• Slide 83 – Courtesy of FullQuota• Slide 84 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 85 – Purchased from iStockphoto http://www.istockphoto.com/license• Slide 86 –Purchased from iStockphoto http://www.istockphoto.com/license• Slide 87 – Purchased from iStockphoto http://www.istockphoto.com/license• Slide 90 – Purchased from iStockphoto http://www.istockphoto.com/license• Slide 91 - Purchased from iStockphoto http://www.istockphoto.com/license• Slide 92 – Purchased from iStockphoto http://www.istockphoto.com/license• Slide 93 –Purchased from iStockphoto http://www.istockphoto.com/license• Slide 99 –Purchased from iStockphoto http://www.istockphoto.com/license• Slide 100 - Purchased from iStockphoto http://www.istockphoto.com/license