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Merging Funnels David.Beard@Sage.comwww.sagecrmsolutions.com
Sage -                     Global Vendor, Local Strategy                                  Sage is a leading supplier of b...
Merging Funnels      Alan.Joenn@CollierPickard.co.ukwww.collierpickard.co.uk/inbound-marketing.html
Experience is thething you acquireshortly after the timeyou 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-ac...
The marketing funnel•   Get found •   Engage •   Nurture •   Convert ?    … not as simple as we thought! x
The sales funnelExample:• Lead score = 99/100• Qualified sales opportunity• Pass to sales funnel -but-• Lead discarded by...
The ideal customer• Traditional profile   • Geography   • Industry sector   • Spend pattern      • Recency      • Frequenc...
The ideal customer• New buyer profile  •   Research places  •   News & RSS feeds  •   Social presence  •   Depth of profil...
Analyse & optimise• Buyer profile  Extended for inbound marketing   informs social media activity   informs keywords & ...
One funnel• Drop the demarcation• Improve CRM profiling• Develop relevant social presence  Improve attraction & engagemen...
One funnel• Add inbound marketing   Improve lead quality   Reduce marketing costs• Driven by analytical CRM• And continu...
Collier Pickard outcome• Early adopter  • Identify what works     … and what doesn’t• Publish guidance• Improve effectiven...
What works    What doesn’t 
Merging Funnels      Alan.Joenn@CollierPickard.co.ukwww.collierpickard.co.uk/inbound-marketing.html
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Merging funnels

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Together with Sage partner, Collier Pickard, Sage presented on the subject of “Merging Funnels” - how paradigm shifts in on-line research and social collaboration are moving strategic CRM thinking from “push marketing” to managing the “pull” demands of future buyers.

Published in: Business, Technology
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Transcript of "Merging funnels"

  1. 1. Merging Funnels David.Beard@Sage.comwww.sagecrmsolutions.com
  2. 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 - FY096 m customers world-wide13,100 employees in 26 countries27,000 resellers, 40,000accountants
  3. 3. Merging Funnels Alan.Joenn@CollierPickard.co.ukwww.collierpickard.co.uk/inbound-marketing.html
  4. 4. Experience is thething you acquireshortly after the timeyou first needed it!
  5. 5. Our marketing• Web site• AdWords• Brochures• Newsletter• Trade shows• Press releases• Comparison site
  6. 6. Step into Inbound• Research keywords• Educational content• Re-design web pages• Nurturing campaigns• Calls-to-action• Start blogging• Social media • Start listening
  7. 7. The marketing funnel• Get found • Engage • Nurture • Convert ? … not as simple as we thought! x
  8. 8. The sales funnelExample:• Lead score = 99/100• Qualified sales opportunity• Pass to sales funnel -but-• Lead discarded by sales … wrong geography 
  9. 9. The ideal customer• Traditional profile • Geography • Industry sector • Spend pattern • Recency • Frequency • LongevityThis doesn’t inform inbound marketing 
  10. 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. 11. Analyse & optimise• Buyer profile Extended for inbound marketing  informs social media activity  informs keywords & content  informs educational process  inspires confidence  improves SEO
  12. 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. 13. One funnel• Add inbound marketing  Improve lead quality  Reduce marketing costs• Driven by analytical CRM• And continually optimised
  14. 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. 15. What works  What doesn’t 
  16. 16. Merging Funnels Alan.Joenn@CollierPickard.co.ukwww.collierpickard.co.uk/inbound-marketing.html
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