Imarks  sales marketing engine
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
559
On Slideshare
514
From Embeds
45
Number of Embeds
2

Actions

Shares
Downloads
61
Comments
0
Likes
0

Embeds 45

http://www.linkedin.com 35
https://www.linkedin.com 10

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. OPTIMIZEYOUR SALES & MARKETING FUNNEL Brand Advertising Email Events Marketing PR Webinars Sales Social Tradeshows Media
  • 2. HOW TO FINDPROBLEMS…PROBLEMS … AND CREATESOLUTIONS
  • 3. EVERY BUSINESS HAS ASALES FUNNEL Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Customers Customers Customers
  • 4. Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects SuspectsBUT EVEN IF YOU ARE MICROSOFT MICROSOFT,CISCO, ORACLE, OR GOOGLEYOUR FUNNEL WILL HAVEBLOCKAGEPOINTS
  • 5. WE’RE GOING TO LOOK AT HOW TOFIND AND ELIMINATE THOSEBLOCKAGE POINTS Suspects Suspects Suspects S t Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects SuspectsAND IN THE IN THE PROCESS, HELPGREATLY INCREASE Customers CustomersYOUR SALES Customers Customers Customers Customers Customers
  • 6. BUT FIRST LET’S LOOK AT SOMEBEST PRACTICESFOR DESIGNINGYOUR FUNNELI CALL THIS “BUILDING A SALES & MARKETING MACHINE”
  • 7. WHAT IS A“SALES & MARKETINGMACHINE”
  • 8. CLEARLY DEFINED LEVERS THAT YOUPREDICTABLE PULL TO MAKE IT GO FASTER SALES & INSTRUMENTEDSCALABLE MARKETING WITH GREAT MACHINE 9 METRICSAUTOMATED COST OPTIMIZED
  • 9. HOW DO YOU GO ABOUTBUILDING ONE OF THOSE?
  • 10. STEPS
  • 11. WHY 4 FIRST?BECAUSE 1, 2 AND 3 ARE NOT OBVIOUS SO WE WILL COME BACKTO THEM AT THE END AFTER WE HAVE SEEN WHY THEY ARESO VALUABLE
  • 12. ALIGNALIGN EVERY MARKETING ACTIVITY AROUND ONE GOAL…CREATING LEADS THAT HELP SALESCLOSE MOREDEALS
  • 13. Sales CLOSED DEAL
  • 14. BloggingSocial Media eMail  Campaigns CLOSED SEO Sales DEAL Webinars SEM PR
  • 15. RULE NUMBER 1If it doesn’t create a lead, ordirectly contribute towardsclosing a sale, it doesn’t belong g , g
  • 16. Sales CLOSED DEAL
  • 17. RULE NUMBER 2If the cost per lead is too high high,it doesn’t belongException to this rule: If you can recover cost through: • hi h conversion rate to closed deals higher i t t l dd l • higher average deal size
  • 18. Sales CLOSED DEAL
  • 19. LINK
  • 20. CLEARLY LINK FLOWS FROMSTART TO FINISH $ SEO LANDING FREE EMAIL SALES CLOSE PAGE TRIAL CAMPAIGN TOUCH1. At the end of every action, there should be a clear link to the next action2. The overall flow from start to finish should be carefully designed3. Every action should contribute clearly to moving the lead through the closed deal
  • 21. AN ORGANIZATIONALSTRUCTURE…STRUCTURE
  • 22. YOUR CUSTOMER’S CUSTOMER SPURCHASING STAGES PURCHASE CONSIDERATION CLOSED DEALAWARENESS
  • 23. AN ORGANIZATIONALMETAPHOR FOR THE KEYFUNNEL STAGES SALES MIDDLE OF THE FUNNEL CLOSED DEALTOP OF THE FUNNEL
  • 24. WHAT IS TOP OF THE FUNNEL? customer c stomer is not a are aware customer has athey have a problem, or problem and is that your product looking for a solution category exists g yGENERATE GET FOUNDAWARENESS
  • 25. WHAT IS TOP OF THEFUNNEL? RAW LEAD GENERATE WEBSITE AWARENESS
  • 26. WHAT IS TOP OF THEFUNNEL? RAW LEAD GENERATE WEBSITE AWARENESS & GET FOUND Inbound marketing • Blogging • SEO/SEM • Social Media • Influencer Campaigns • Blogs, Press & Articles • etc. Outbound marketing O tb d k ti • Cold Calling • etc.
  • 27. WHAT IS THE MIDDLE OFTHE FUNNEL? NURTURE QUALIFY MQL (MARKETING QUALIFIED LEAD)
  • 28. WHAT IS THE MIDDLE OFTHE FUNNEL? NURTURE QUALIFY MQL (MARKETING QUALIFIED • Webinars LEAD) • Free Trials • eMail Campaigns • Newsletters N l tt • etc.
  • 29. PROBLEM:PROBLEM MARKETING SAYS THAT’S RIDICULOUS, I GAVE SALES SAYS THEM A TON OF LEADS.MARKETING ISN’T THEY JUST DON’T FOLLOW UP ON THEM GIVING THEM PROPERLY. ENOUGH LEADS MARKETING SALES
  • 30. CAUSE:CAUSE SALES CALLS A FEW UNQUALIFIED LEADS, AND FINDS THEY ARE WASTE OF TIME - THEY STOP CALLING THE REST OF THE LEADS SALES
  • 31. SOLUTION:SOLUTIONGET AGREEMENT ON THE QUALIFICATIONCRITERIA NEEDED TO BE ABLE TO PASS A LEAD ACROSS TO SALES (MQL) MARKETING
  • 32. SALES SALES FURTHER QUALIFIES THOSE LEADS TO FIND OPPORTUNITIES
  • 33. USING BANT BUDGET AUTHORITY NEEDS TIMING G
  • 34. COMMON LEAD STATESRAW LEAD CLOSED DEAL MQL OPPORTUNITY (MARKETING QUALIFIED (SALES QUALIFIED LEAD) LEAD)
  • 35. AUTOMATE
  • 36. AUTOMATE THE KEYFUNNEL STAGES SALES MIDDLE OF THE FUNNEL SELLING & CLOSING CLOSED NURTURING & DEAL QUALIFYINGTOP OF THE FUNNEL CREATING AWARENESS & DRIVING TRAFFIC
  • 37. SALES MIDDLE OF THE FUNNEL CRM CLOSED MARKETING DEAL AUTOMATIONTOP OF THE FUNNEL INBOUND MARKETING
  • 38. MEASURE "IF YOU CAN NOT MEASURE IT, YOU CAN NOT IMPROVE IT " IT." - LORD KELVIN
  • 39. THE KEY METRICS CAMPAIGNS TO DRIVE TRAFFIC VISITORS OVERALL CONVERSION % CONVERSION % TRIALS (BY LEAD SOURCE) CONVERSION % CLOSED DEALS
  • 40. ANALYZE
  • 41. IDENTIFYYOUR BLOCKAGE POINTS
  • 42. HOW?
  • 43. WHAT IS STOPPING ME FROM INCREASING SALES BY 5X ?
  • 44. IMPROVE
  • 45. IN DIAGNOSING MANY FUNNEL BLOCKAGE POINTS POINTS,I HAVE FOUND THAT THERE IS ACLEARPATTERN…PATTERN
  • 46. YOU ARE HOPING YOURCUSTOMERS WILL DOSOMETHINGTHAT THEY ARENOT MOTIVATED TO DO
  • 47. IN OTHER WORDS… WORDSYOU DESIGNED YOUR FUNNELTHE WAY YOU HOPED IT WOULDWORK…BUT YOU MAY NOT HAVE THOUGHT ENOUGH ABOUTTHE CUSTOMER’S POINT OF CUSTOMER SVIEW
  • 48. JBOSS EXAMPLEPUT A REGISTRATION FORM U GS O OON THEIR WEB SITE BEFOREA FREE DOWNLOADIMPACTCUT THE DOWNLOAD RATEBY MORE THAN 10X
  • 49. GET INSIDE YOURCUSTOMER’S HEAD CONCERNS - Hate being sold to - Find it offensive to give name and email - Don’t want to get spam sales emails - Worried that email address will be given to other marketers th k t
  • 50. UNDERSTAND WHATMOTIVATES THEM CONCERNS MOTIVATIONS - Want to solve my problem - Recommendation from a friend - Education - Data/ information reports - Entertainment - Free stuff - Meeting other people like me that have insights to share
  • 51. CREATE A SOLUTION THATENTICES THEM AND ADDRESS THEIR CONCERNS CONCERNS ENTICE & ADDRESS CONCERNS - Customer testimonials address vendor risk - Free trials address product viability and fit concerns - Lowest price guarantees
  • 52. JBOSS example- FREE open source software- d l d d 5 MILLION ti downloaded times- selling documentation $27,000 per month g $ , p
  • 53. JBOSS example a carrot to incent them to provideNEEDED: an email addressSOLUTION: give away the documentation for freeRESULT: 10,000 10 000 leads per month
  • 54. EXAMPLE: DRIVING TRAFFIC TO YOUR WEB  SITE GETTING FOUND Not going to find your site unless: concerns - On top page of Google search results - Recommended by a trusted source - Referred to in social media or blogosphere
  • 55. LESSONS FROM WEBSITEGRADER• Free tools drive viral spread p• Low customer work required• High value delivered• Score leverages competitive urge• Builds trust through clear demonstration of expertise
  • 56. GOOD LINKAGE TO NEXT STEP
  • 57. using engineering for marketing
  • 58. USING DATA TO DRIVE WEBTRAFFICSYSOMOS: SOCIAL MEDIA MONITORINGLEVERAGED THEIR DATABASE TOCREATE BLOG POSTS WITH DATA ONTOPICS OF CURRENT INTEREST:• IRAN ELECTION RIOTS• TWITTER’S GROWTH• FACEBOOK USAGE
  • 59. LED TO TO: SYSOMOS ARTICLES IN ECONOMIST, NY TIMES WEB TRAFFIC TO READ THE FULL REPORT LEADS – IMPRESSED BY THE CAPABILITIES OF THE SOFTWARE
  • 60. GETTING CUSTOMERS TO SIGN UP FOR A  TRIAL - I don’t have the time - I don t want to get don’t spam email concerns - Yet another password to remember
  • 61. RE THINK RE-THINK THE PROCESS CONVENTIONAL SIGN UP CONVERT APPROACH FOR TRIAL WOW! TO CUSTOMER WOW! FIRST, CONVERT SIGN UP TO REGISTER LATER WOW! FOR TRIAL CUSTOMERSource: Josh Porter – Designing for Social Traction
  • 62. 1 423
  • 63. PROBLEM:GETTING A MEETING
  • 64. GETTING TO EXECUTIVEDECISION MAKERS TECHCRUNCH FOR INSURANCE CLAIMS
  • 65. DROPBOX: SIMPLE FILE SHARING SOFTWARE– Get you hooked for free– Storage slowly increases to the point where you need t pay St l l i t th i t h d to– But by then they have established trust – And it is hard to move your data that is shared with others
  • 66. First Contact Sell Build  BuildFirst Contact Sell Relationship Trust
  • 67. SELLING IS 10X EASIER…ONCE YOU HAVE ESTABLISHED TRUST
  • 68. YOUR BLOG CAN ESTABLISH TRUST… HOW?
  • 69. VALUABLE CONTENTEDUCATIONINFORMATIONENTERTAINMENT WITH ZERO SELLING
  • 70. THE KEYS TO SUCCESSDEEP UNDERSTANDING OF YOUR CUSTOMER• What don’t they like?• What do they like/need? y• What motivates them?• What are their problems?• What does their boss expect of them?• etc.Combined withOUT-OF-THE-BOX THINKING
  • 71. APOLOGIES MY EXAMPLES ARE ALL SOFTWARE COMPANIESTHIS APPLIES EQUALLY WELL IN OTHER BUSINESSES
  • 72. FINALLY…FINALLYLET SLET’S GO BACK TO THE BEGINNING…
  • 73. …AND INTRODUCE ANDTHREE NEW STEPS ATTHE BEGINNING OFTHE FUNNEL DESIGNPROCESS…
  • 74. IDENTIFYIDENTIFY ALL THE PEOPLE INVOLVED IN THEPURCHASE DECISION
  • 75. UNDERSTANDSKETCH OUT THEIR BUYING PROCESS ANDCONCERNS AT EACH STAGE
  • 76. ENTICEADD THE STEPS TO ADDRESS THEIR BUYINGPROCESSAND:ADDRESS THEIR CONCERNSENTICE THEM
  • 77. SUMMARY
  • 78. WE WENT FROMTHIS:1. Align2. Link3.3 Automate4. Measure5. Analyze6.6 Improve
  • 79. TO THIS… THIS1. IDENTIFY2. UNDERSTAND3. ENTICE4. Align5. Link6. Automate7. Measure8.8 Analyze A l9. Improve
  • 80. THE NINE STEPS1. IDENTIFY Identify people in purchase decision2. UNDERSTAND Address their buying process and concerns Design actions to pull them through buying process3. ENTICE & address concerns4. ALIGN Ensure funnel actions lead directly to sales5. LINK Link every funnel action to the next step6. AUTOMATE Use software to automate7. MEASURE Measure key funnel metrics8. ANALYZE Identify blockage points Brainstorm better enticements and ways to address9. IMPROVE concerns
  • 81. SALES-DRIVEN FUNNEL DESIGN TO ACUSTOMER-CENTRIC FUNNEL DESIGN