Transform Your Marketing: A Case Study

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Reed Overfelt, CEO of FullQuota, presents.

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Transform Your Marketing: A Case Study

  1. 1. IT’S TIME TO TRANSFORM YOUR MARKETING.Reed Overfelt, CEO – FullQuota
  2. 2. MeetJennifer Grimes
  3. 3. Jennifer is an IndustryMarketing Manager at Avanade with responsibility for the companys North America MicrosoftDynamics ERP go-to- markets and Health CRM marketing.
  4. 4. Like most large Microsoft Partners, Avanade needsto GENERATE AWARENESS and DRIVE TRAFFIC to its ERP and CRM websites. More importantly, theyneed to CONVERT that traffic into sales-ready leads.
  5. 5. Jennifer has historicallyrelied on traditional partner marketing tactics like trade shows, webcasts, directmail and email to reach her objectives.
  6. 6. But that was before Jennifer realizedhow effective her efforts would be if shefocused less on getting in front ofprospects and more on gettingfound online and driving
  7. 7. So Jennifer decided totransform her marketing tofocus more on blogging,search engine optimizationand social media to driveawareness and traffic, as wellas insides sales to nurture andqualify sales-ready leads.
  8. 8. AndtheResults?
  9. 9. 300%
  10. 10. 80%
  11. 11. 100%
  12. 12. HOW?
  13. 13. 1 Have a Plan 2 Become a TOFU Ninja 3 Master Your MOFU4 Keep SCORE
  14. 14. The Marketing Playbook isBROKEN.
  15. 15. Buyers have 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.
  16. 16. Today’s approach:“GET IN THEIR FACE”when they’re not looking.Tomorrow’s approach:“GET FOUND”when they are looking.
  17. 17. 12b 2.75b 2.25b17 billion searches are conducted every month. SOURCE: COMSCORE, AUGUST 2010
  18. 18. 46%of daily searches are for info on products or services. 46% Products and Services
  19. 19. This is your new business card.
  20. 20. 70% of the links search usersclick on are organic – not paid.“Which search result link did you click on first?” 25% PAID 70% ORGANIC
  21. 21. of all organic clicks goto the top threeorganic search results.
  22. 22. FirstPage …and done!
  23. 23. Bottom Line:If Google can’t find your products andservices, neither will your target buyer.
  24. 24. 1Have a Plan
  25. 25. 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
  26. 26. 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
  27. 27. 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.
  28. 28. 2Become a TOFUNinja (Top of the Funnel)
  29. 29. Your customer’s purchasein stages Purchase Consideration CLOSED DEAL Awareness
  30. 30. An organizational model foryour sales funnel stages Bottom of the Funnel Middle of the Funnel CLOSED DEALTop of the Funnel
  31. 31. What is the top of the funnel? GET FOUND GENERATE AWARENESS SALES PROSPECT
  32. 32. HOW?
  33. 33. TOFU in a nutshell 2. Optimizing 1. content 3. Creating Promoting content Content
  34. 34. 1 Create Content • Daily executive article summaries (blog) • Weekly executive newsletter • Monthly e-books, reports and white papers • Quarterly webinars
  35. 35. Make stuffpeople want…Start creating & publishing content that isthat is meaningful and relevant to yourtarget buyer:• Top-notch blog articles• New market data• Industry research, reports, & studies• Educational content
  36. 36. • The more we give, the more we’ll get.Be generous. • Increase # of pages and inbound links. • Build trust, credibility and good will.
  37. 37. Be consistent. Daily executive article summaries (blog) Weekly executive newsletter Monthly e-books, reports and white papers Quarterly webinars
  38. 38. 2 Optimize “6 RETAIL TRENDS you MUST understand & embrace.” vs. “Retail Trends”
  39. 39. Google is Judge, Jury & Executioner
  40. 40. UnderstandwhatmotivatesGoogle(as well as bing and Yahoo)
  41. 41. Help Google decide.
  42. 42. Ranking Algorithmf(n) = Relevance + Authority
  43. 43. f(n) Authority Relevance = On-Page SEO The process of optimizing your website and your content around your target keywords
  44. 44. On-Page SEO BasicsURL Page title Headings and text Meta description
  45. 45. f(n) Relevance Authority
  46. 46. Off-Page SEO Basics
  47. 47. Creatingmeaningful andrelevant content isthe best way toimprove theauthority of yourwebsite and content.
  48. 48. WHY?
  49. 49. Authority is Determined byInbound Links
  50. 50. How do you get more links? Create content worth linking to!
  51. 51. 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.
  52. 52. Pick theright ?channels.
  53. 53. Participate inchannels withawesomecontentabout yourtarget buyersand theirpassions.
  54. 54. Make it easy to shareBLOGS │ EBOOKS │ WEBINARS │ DEMOS │ NEWSLETTERS │ EVERYTHING! 3 53 2 2 share tweet email +1
  55. 55. 3Master Your MOFU (Middle of the Funnel)
  56. 56. What is the middle of the funnel? CONVERT NURTURE QUALIFY SALES OPPORTUNITY
  57. 57. “ TOFU ” is just dessert
  58. 58. MOFU“ is where the beef is”
  59. 59. MOFU in a nutshell 2. 1. Nurture Convert traffic prospects into leads 3. into prospects Qualify leads into sales opportunities
  60. 60. Converting is allabout helpingpotential prospectstake action.
  61. 61. Give great directions. ?Create:• Relevant websites & landing pages• Clear calls to action• Compelling offers
  62. 62. Create clear, relevant websites What is it? Who is it for? Where’s the proof?Example: Avanade ERP for ConstructionMicro Website
  63. 63. Clear calls-to-action How do I get it? How do I get it?Example: Avanade ERP for ConstructionMicro Website
  64. 64. Compelling offers…What is it?What do I get?What do I need to do?
  65. 65. Nurturing is all aboutguiding prospects fromgeneral awareness toactively considering yourproducts and services.
  66. 66. Creating, optimizing, and promotingexceptional and unique content arealso the keys to nurturingprospects into leads
  67. 67. 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.
  68. 68. thinking like a marketer or advertiser…
  69. 69. …START thinking like a publisher and socializer.
  70. 70. …Focus your buyers businessproblems.
  71. 71. Give them Valuable and Relevant Content…  Education  Information  Knowledge With ZERO selling
  72. 72. Qualifying is all aboutcontacting, scoring andconverting leads into salesready opportunities – ornot!
  73. 73. Up to 75% of marketing gets lost inthe middle-of-the funnel.
  74. 74. WHY?
  75. 75. Most leadsshould neverbe passed overto sales.
  76. 76. < 25% of Leads Are Sales Ready are n s ✗
  77. 77. Marketingsays: “That is crazy! We give you tons of leads. You just don’t follow up on them properly!”
  78. 78. Sales calls a fewunqualified leads andfinds they are a waste oftime – then they stopcalling the rest of theleads.
  79. 79. Inside sales teams areuniquely effective at contactingleads and qualifying them into salesopportunities.
  80. 80. It takes between 3 and 8touches – includingphone calls and emails – tocontact a prospect.@ @ @
  81. 81. Inside Sales reps spendover 71% of their timeinteracting withcustomers(vs. <41% for field sales reps)
  82. 82. Inside Sales reps conduct 8 customer interactions for every field rep’s 1 interaction.
  83. 83. So, if you want…Insanely HappySales People
  84. 84. 4Keep SCORE
  85. 85. Measure "If you cannot measure it, You cannot improve it." - Lord Kelvin
  86. 86. The key metrics Campaigns to drive traffic Visitors Overall conversion % Conversion % Lead (By lead source) Conversion % Closed deals
  87. 87. 1 Have a Plan 2 Become a TOFU Ninja 3 Master your MOFU4 Keep SCORE
  88. 88. If you don’t like change, You’re going to like irrelevancy even less.”- GENERAL ERIC SHINSEKII, 2003
  89. 89. ARE YOU READY TO TRANSFORM YOUR MARKETING? SCHEDULE A CONSULTATION TODAY Visit .com or Email reedo@fullquota.com
  90. 90. 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
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