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Merging Funnels


 David.Beard@Sage.com

www.sagecrmsolutions.com
Sage -                     Global Vendor, Local Strategy

                                  Sage is a leading supplier of business management software and
                                   services to over 6 m customers worldwide.
                                  From small start-ups to larger organisations, we make it easier for
                                   companies to manage their business processes
                                  3rd business management software vendor (Total ERP Software Revenue Market
                                   Share by Vendor, 2008 (Source: Gartner June 2009)




            Global
£1.439Bn revenue - FY09

6 m customers world-wide
13,100 employees in 26 countries
27,000 resellers, 40,000
accountants
Merging Funnels


      Alan.Joenn@CollierPickard.co.uk

www.collierpickard.co.uk/inbound-marketing.html
Experience is the
thing you acquire
shortly after the time
you first needed it!
Our marketing
•   Web site
•   AdWords
•   Brochures
•   Newsletter
•   Trade shows
•   Press releases
•   Comparison site
Step into Inbound
•   Research keywords
•   Educational content
•   Re-design web pages
•   Nurturing campaigns
•   Calls-to-action
•   Start blogging
•   Social media
    • Start listening
The marketing funnel
•   Get found 
•   Engage 
•   Nurture 
•   Convert ?
    … not as simple as we thought! x
The sales funnel
Example:
• Lead score = 99/100
• Qualified sales opportunity
• Pass to sales funnel 
-but-
• Lead discarded by sales
  … wrong geography 
The ideal customer
• Traditional profile
   • Geography
   • Industry sector
   • Spend pattern
      • Recency
      • Frequency
   • Longevity


This doesn’t inform inbound marketing 
The ideal customer
• New buyer profile
  •   Research places
  •   News & RSS feeds
  •   Social presence
  •   Depth of profiling
  •   Special interest groups
  •   View or contribute?


This genuinely informs inbound marketing 
Analyse & optimise
• Buyer profile
  Extended for inbound marketing
   informs social media activity
   informs keywords & content
   informs educational process
   inspires confidence
   improves SEO
One funnel
• Drop the demarcation
• Improve CRM profiling
• Develop relevant social presence
  Improve attraction & engagement
  Inspire confidence
• Pass warm leads to sales
• Improve close metrics
One funnel
• Add inbound marketing
   Improve lead quality
   Reduce marketing costs
• Driven by analytical CRM
• And continually optimised
Collier Pickard outcome
• Early adopter
  • Identify what works
     … and what doesn’t
• Publish guidance
• Improve effectiveness
-and-
• Embed inbound marketing into CRM culture
What works    What doesn’t 
Merging Funnels


      Alan.Joenn@CollierPickard.co.uk

www.collierpickard.co.uk/inbound-marketing.html

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Merging funnels

  • 2. Sage - Global Vendor, Local Strategy  Sage is a leading supplier of business management software and services to over 6 m customers worldwide.  From small start-ups to larger organisations, we make it easier for companies to manage their business processes  3rd business management software vendor (Total ERP Software Revenue Market Share by Vendor, 2008 (Source: Gartner June 2009) Global £1.439Bn revenue - FY09 6 m customers world-wide 13,100 employees in 26 countries 27,000 resellers, 40,000 accountants
  • 3. Merging Funnels Alan.Joenn@CollierPickard.co.uk www.collierpickard.co.uk/inbound-marketing.html
  • 4. Experience is the thing you acquire shortly after the time you first needed it!
  • 5. Our marketing • Web site • AdWords • Brochures • Newsletter • Trade shows • Press releases • Comparison site
  • 6. Step into Inbound • Research keywords • Educational content • Re-design web pages • Nurturing campaigns • Calls-to-action • Start blogging • Social media • Start listening
  • 7. The marketing funnel • Get found  • Engage  • Nurture  • Convert ? … not as simple as we thought! x
  • 8. The sales funnel Example: • Lead score = 99/100 • Qualified sales opportunity • Pass to sales funnel  -but- • Lead discarded by sales … wrong geography 
  • 9. The ideal customer • Traditional profile • Geography • Industry sector • Spend pattern • Recency • Frequency • Longevity This doesn’t inform inbound marketing 
  • 10. The ideal customer • New buyer profile • Research places • News & RSS feeds • Social presence • Depth of profiling • Special interest groups • View or contribute? This genuinely informs inbound marketing 
  • 11. Analyse & optimise • Buyer profile Extended for inbound marketing  informs social media activity  informs keywords & content  informs educational process  inspires confidence  improves SEO
  • 12. One funnel • Drop the demarcation • Improve CRM profiling • Develop relevant social presence Improve attraction & engagement Inspire confidence • Pass warm leads to sales • Improve close metrics
  • 13. One funnel • Add inbound marketing  Improve lead quality  Reduce marketing costs • Driven by analytical CRM • And continually optimised
  • 14. Collier Pickard outcome • Early adopter • Identify what works … and what doesn’t • Publish guidance • Improve effectiveness -and- • Embed inbound marketing into CRM culture
  • 15. What works  What doesn’t 
  • 16. Merging Funnels Alan.Joenn@CollierPickard.co.uk www.collierpickard.co.uk/inbound-marketing.html