Funnel 03 leads-gen04

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Funnel 03 leads-gen04

  1. 1. EVERY BUSINESS HAS AREVENUE FUNNEL3/8/11 PAGE 1
  2. 2. LOWER YOUR COST OFCUSTOMER AQUISITIONTo acquire customers in a cost effective way, focuson two questions in your Revenue Funnel: 1. Find a more cost efficient and scalable way to acquire customers (leads) 2. Monetize those customers at a much higher level than your cost of acquisition (loyalty) 3.3/8/11 PAGE 2
  3. 3. Inbound 62% lower cost per lead than outbound. 2010 survey: 60% lower cost per lead.3/8/11 PAGE 3
  4. 4. OPTOMIZEFORLEADS3/8/11 PAGE 4
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  6. 6. OPTOMIZEFORLOYALTY3/8/11 PAGE 6
  7. 7. FUNNEL TOPGENERATE MORE WEBSITEAWARENESS & GET FOUNDInbound marketing Blogging SEO/SEM Social Media Influencer Campaigns Press & Articles etc.3/8/11 PAGE 7
  8. 8. MIDDLENURTURE and PRODUCEQUALIFIED LEADSWebinarsFree TrialseMail CampaignsNewsletters etc.3/8/11 PAGE 8
  9. 9. YOUR FUNNEL WILL HAVEBLOCKAGEPOINTSFINDAND ELIMINATE THEM3/8/11 PAGE 9
  10. 10. IDENTIFYYOUR BLOCKAGE POINTS USINGKEY METRICS3/8/11 PAGE 10
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  12. 12. ALIGN EVERY MARKETING ACTIVITY TO ONE GOAL: CREATING LEADS AND LOYALTY3/8/11 PAGE 12
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  14. 14. If it doesn’t create a lead, ordirectly contribute towards closing a sale, orIf the cost per lead is too high… IT DOESN’T BELONG3/8/11 PAGE 14
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  16. 16. SALES-DRIVEN FUNNEL DESIGN TO A CUSTOMER-CENTRIC FUNNEL DESIGN3/8/11 PAGE 16
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  18. 18. BEST PRACTICES FORDESIGNING YOURFUNNEL Driven by Content & Community3/8/11 PAGE 18
  19. 19. “FORRESTER RESEARCH BELIEVES THE TIME IS RIGHTFOR THE ONLINE MARKETING SUITE.THIS SUITE, UNDERPINNED BY A CENTRAL HUB,IS THE EVENTUAL DESTINY FOR ALLONLINE MARKETING TECHNOLOGY”.3/8/11 PAGE 19
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  21. 21. IMPLIMENTATION 1. Define and differentiate your brand 2. Build a powerful, content-driven Website 3. Strategize and develop a plan 4. Manage an integrated campaign3/8/11 PAGE 21
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  23. 23. ROI DRIVEN CAMPAIGNSample 12 month budget assumptions: • Limited client capacity: outsource most activities • Has clear brand: Website needs optimizing SEO, blog and site architecture (design, forms, calls to action, landing pages • Content driven strategy: budget is essential for a lead generation and loyalty building.3/8/11 PAGE 23
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  30. 30. HOW TO IMPROVE VISITOR TO LEAD CONVERSION RATES?3/8/11 PAGE 30
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  51. 51. WHAT IS A“SALES & MARKETINGMACHINE?” And how do you build one in 9 steps…3/8/11 PAGE 51
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  53. 53. 1. IDENTIFY Identify people in purchase decision 2. UNDERSTAND Address their buying process and concerns 3. ENTICE Design buying process & address concerns 4. ALIGN Ensure funnel actions lead directly to sales 5. LINK Link every funnel action to the next step 6. AUTOMATE Use software to automate 7. MEASURE Measure key funnel metrics 8. ANALYZE Identify blockage points 9. IMPROVE Better enticements and ways to address concerns3/8/11 PAGE 53
  54. 54. LOWER YOUR COST OFCUSTOMER AQUISITIONWith digital inbound marketing, the marginal costper customer acquisition is typically close to zero,so the cost per lead will continue to decrease.3/8/11 PAGE 54

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