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Merging Funnels
Stephen Darori
3XC Global Partners
Stephen Darori is on Linkedin
Sage -

Global Vendor, Local Strategy



Sage is a leading supplier of business management software and
services to over ...
Merging Funnels
Stephen Darori
3XC Global Partners
Stephen Darori is on Linkedin
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-ac...
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 discarde...
The ideal customer
• Traditional profile
• Geography
• Industry sector
• Spend pattern
• Recency
• Frequency

• Longevity
...
The ideal customer
• New buyer profile
•
•
•
•
•
•

Research places
News & RSS feeds
Social presence
Depth of profiling
Sp...
Analyse & optimise
• Buyer profile
Extended for inbound marketing
 informs social media activity
 informs keywords & co...
One funnel
• Drop the demarcation
• Improve CRM profiling
• Develop relevant social presence
Improve attraction & engagem...
One funnel
• Add inbound marketing
 Improve lead quality
 Reduce marketing costs

• Driven by analytical CRM
• And conti...
Collier Pickard outcome
• Early adopter
• Identify what works
… and what doesn’t

• Publish guidance
• Improve effectivene...
What works 

What doesn’t 
Merging Funnels
Stephen Darori
3XC Global Partners
Stephen Darori is on Linkedin
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Stephen darori inbound marketing

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Transcript of "Stephen darori inbound marketing"

  1. 1. Merging Funnels Stephen Darori 3XC Global Partners Stephen Darori is on Linkedin
  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 - FY09 6 m customers world-wide 13,100 employees in 26 countries 27,000 resellers, 40,000 accountants
  3. 3. Merging Funnels Stephen Darori 3XC Global Partners Stephen Darori is on Linkedin
  4. 4. Experience is the thing you acquire shortly after the time you 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 funnel Example: • 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 • Longevity This 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 Stephen Darori 3XC Global Partners Stephen Darori is on Linkedin
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