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  • 1. Merging Funnels Stephen Darori 3XC Global Partners Stephen Darori is on Linkedin
  • 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 Stephen Darori 3XC Global Partners Stephen Darori is on Linkedin
  • 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 Stephen Darori 3XC Global Partners Stephen Darori is on Linkedin