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OPTIMIZEYOUR SALES & MARKETING FUNNEL                        Brand                      Advertising                       ...
HOW TO FINDPROBLEMS…PROBLEMS      … AND CREATESOLUTIONS
EVERY BUSINESS HAS ASALES FUNNEL                        Suspects                                                   Suspect...
Suspects                                                              Suspects                                        Susp...
WE’RE GOING TO LOOK AT HOW TOFIND AND ELIMINATE THOSEBLOCKAGE POINTS                                                      ...
BUT FIRST LET’S LOOK AT SOMEBEST PRACTICESFOR DESIGNINGYOUR FUNNELI CALL THIS “BUILDING A SALES & MARKETING MACHINE”
WHAT IS A“SALES & MARKETINGMACHINE”
CLEARLY DEFINED                          LEVERS THAT YOUPREDICTABLE                          PULL TO MAKE IT GO           ...
HOW DO YOU GO ABOUTBUILDING              ONE OF THOSE?
STEPS
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 VA...
ALIGNALIGN EVERY MARKETING ACTIVITY AROUND ONE GOAL…CREATING LEADS THAT HELP SALESCLOSE MOREDEALS
Sales   CLOSED         DEAL
BloggingSocial Media                 eMail                Campaigns                                   CLOSED    SEO       ...
RULE NUMBER 1If it doesn’t create a lead, ordirectly contribute towardsclosing a sale, it doesn’t belong        g       , ...
Sales        CLOSED         DEAL
RULE NUMBER 2If the cost per lead is too high                            high,it doesn’t belongException to this rule: If ...
Sales        CLOSED         DEAL
LINK
CLEARLY LINK FLOWS FROMSTART TO FINISH                                                                                    ...
AN ORGANIZATIONALSTRUCTURE…STRUCTURE
YOUR CUSTOMER’S     CUSTOMER SPURCHASING STAGES                            PURCHASE            CONSIDERATION              ...
AN ORGANIZATIONALMETAPHOR FOR THE KEYFUNNEL STAGES                                     SALES              MIDDLE OF THE FU...
WHAT IS TOP OF THE FUNNEL? customer c stomer is not a are                 aware       customer has athey have a problem, o...
WHAT IS TOP OF THEFUNNEL?                        RAW LEAD  GENERATE    WEBSITE  AWARENESS
WHAT IS TOP OF THEFUNNEL?                                          RAW LEAD  GENERATE                      WEBSITE  AWAREN...
WHAT IS THE MIDDLE OFTHE FUNNEL? NURTURE   QUALIFY          MQL                     (MARKETING QUALIFIED                  ...
WHAT IS THE MIDDLE OFTHE FUNNEL? NURTURE               QUALIFY          MQL                                 (MARKETING QUA...
PROBLEM:PROBLEM                  MARKETING SAYS THAT’S                     RIDICULOUS, I GAVE  SALES SAYS       THEM A TON...
CAUSE:CAUSE     SALES CALLS A FEW    UNQUALIFIED LEADS,    AND FINDS THEY ARE    WASTE OF TIME - THEY      STOP CALLING TH...
SOLUTION:SOLUTIONGET AGREEMENT ON THE QUALIFICATIONCRITERIA NEEDED TO BE ABLE TO PASS A  LEAD ACROSS TO    SALES (MQL)    ...
SALES   SALES FURTHER QUALIFIES THOSE LEADS TO        FIND        OPPORTUNITIES
USING BANT   BUDGET   AUTHORITY   NEEDS   TIMING        G
COMMON LEAD STATESRAW LEAD                                             CLOSED                                             ...
AUTOMATE
AUTOMATE THE KEYFUNNEL STAGES                                        SALES                MIDDLE OF THE FUNNEL            ...
SALES               MIDDLE OF THE FUNNEL                                       CRM                                        ...
MEASURE  "IF YOU CAN NOT MEASURE IT,  YOU CAN NOT IMPROVE IT "                       IT."               - LORD KELVIN
THE KEY METRICS                        CAMPAIGNS                         TO DRIVE                         TRAFFIC         ...
ANALYZE
IDENTIFYYOUR BLOCKAGE POINTS
HOW?
WHAT IS STOPPING ME  FROM INCREASING SALES BY 5X ?
IMPROVE
IN DIAGNOSING MANY FUNNEL BLOCKAGE POINTS                                   POINTS,I HAVE FOUND THAT THERE IS ACLEARPATTER...
YOU ARE HOPING YOURCUSTOMERS WILL DOSOMETHINGTHAT THEY ARENOT MOTIVATED TO DO
IN OTHER WORDS…         WORDSYOU DESIGNED YOUR FUNNELTHE WAY YOU HOPED IT WOULDWORK…BUT YOU MAY NOT HAVE THOUGHT ENOUGH AB...
JBOSS EXAMPLEPUT A REGISTRATION FORM U      GS      O   OON THEIR WEB SITE BEFOREA FREE DOWNLOADIMPACTCUT THE DOWNLOAD RAT...
GET INSIDE YOURCUSTOMER’S HEAD            CONCERNS            - Hate being sold to            - Find it offensive to give ...
UNDERSTAND WHATMOTIVATES THEM           CONCERNS           MOTIVATIONS           -   Want to solve my problem           - ...
CREATE A SOLUTION THATENTICES THEM AND ADDRESS THEIR CONCERNS                    CONCERNS                    ENTICE &     ...
JBOSS example- FREE open source software- d l d d 5 MILLION ti  downloaded                times- selling documentation $27...
JBOSS example                a carrot to incent them to provideNEEDED:         an email addressSOLUTION:       give away t...
EXAMPLE: DRIVING TRAFFIC TO YOUR WEB                  SITE                        GETTING FOUND                        Not...
LESSONS FROM WEBSITEGRADER•   Free tools drive viral spread                            p•   Low customer work required•   ...
GOOD LINKAGE TO NEXT STEP
using engineering for marketing
USING DATA TO DRIVE WEBTRAFFICSYSOMOS: SOCIAL MEDIA MONITORINGLEVERAGED THEIR DATABASE TOCREATE BLOG POSTS WITH DATA ONTOP...
LED TO    TO:          SYSOMOS ARTICLES IN          ECONOMIST, NY TIMES  WEB TRAFFIC TO READ THE FULL REPORT  LEADS – IMPR...
GETTING CUSTOMERS TO SIGN UP FOR A               TRIAL                       - I don’t have the time                      ...
RE THINK   RE-THINK THE PROCESS  CONVENTIONAL                    SIGN UP                          CONVERT  APPROACH       ...
1    423
PROBLEM:GETTING A MEETING
GETTING TO EXECUTIVEDECISION MAKERS                  TECHCRUNCH FOR                 INSURANCE CLAIMS
DROPBOX: SIMPLE FILE SHARING SOFTWARE–   Get you hooked for free–   Storage slowly increases to the point where you need t...
First Contact                          Sell                   Build       BuildFirst Contact                          Sell...
SELLING IS   10X EASIER…ONCE YOU HAVE ESTABLISHED   TRUST
YOUR BLOG CAN ESTABLISH TRUST…   HOW?
VALUABLE CONTENTEDUCATIONINFORMATIONENTERTAINMENT                   WITH   ZERO SELLING
THE KEYS TO SUCCESSDEEP UNDERSTANDING OF YOUR CUSTOMER•   What don’t they like?•   What do they like/need?                ...
APOLOGIES  MY EXAMPLES ARE ALL SOFTWARE COMPANIESTHIS APPLIES EQUALLY WELL IN OTHER BUSINESSES
FINALLY…FINALLYLET SLET’S GO BACK TO THE BEGINNING…
…AND INTRODUCE  ANDTHREE NEW STEPS ATTHE BEGINNING OFTHE FUNNEL DESIGNPROCESS…
IDENTIFYIDENTIFY ALL THE PEOPLE INVOLVED IN THEPURCHASE DECISION
UNDERSTANDSKETCH OUT THEIR BUYING PROCESS ANDCONCERNS AT EACH STAGE
ENTICEADD THE STEPS TO ADDRESS THEIR BUYINGPROCESSAND:ADDRESS THEIR CONCERNSENTICE THEM
SUMMARY
WE WENT FROMTHIS:1. Align2. Link3.3 Automate4. Measure5. Analyze6.6 Improve
TO THIS…   THIS1.   IDENTIFY2.   UNDERSTAND3.   ENTICE4.   Align5.   Link6.   Automate7.   Measure8.8    Analyze     A l9....
THE NINE STEPS1. IDENTIFY     Identify people in purchase decision2. UNDERSTAND   Address their buying process and concern...
SALES-DRIVEN  FUNNEL DESIGN       TO ACUSTOMER-CENTRIC  FUNNEL DESIGN
Imarks  sales marketing engine
Imarks  sales marketing engine
Imarks  sales marketing engine
Imarks  sales marketing engine
Imarks  sales marketing engine
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Transcript of "Imarks sales marketing engine"

  1. 1. OPTIMIZEYOUR SALES & MARKETING FUNNEL Brand Advertising Email Events Marketing PR Webinars Sales Social Tradeshows Media
  2. 2. HOW TO FINDPROBLEMS…PROBLEMS … AND CREATESOLUTIONS
  3. 3. EVERY BUSINESS HAS ASALES FUNNEL Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Customers Customers Customers
  4. 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. 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. 6. BUT FIRST LET’S LOOK AT SOMEBEST PRACTICESFOR DESIGNINGYOUR FUNNELI CALL THIS “BUILDING A SALES & MARKETING MACHINE”
  7. 7. WHAT IS A“SALES & MARKETINGMACHINE”
  8. 8. CLEARLY DEFINED LEVERS THAT YOUPREDICTABLE PULL TO MAKE IT GO FASTER SALES & INSTRUMENTEDSCALABLE MARKETING WITH GREAT MACHINE 9 METRICSAUTOMATED COST OPTIMIZED
  9. 9. HOW DO YOU GO ABOUTBUILDING ONE OF THOSE?
  10. 10. STEPS
  11. 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. 12. ALIGNALIGN EVERY MARKETING ACTIVITY AROUND ONE GOAL…CREATING LEADS THAT HELP SALESCLOSE MOREDEALS
  13. 13. Sales CLOSED DEAL
  14. 14. BloggingSocial Media eMail  Campaigns CLOSED SEO Sales DEAL Webinars SEM PR
  15. 15. RULE NUMBER 1If it doesn’t create a lead, ordirectly contribute towardsclosing a sale, it doesn’t belong g , g
  16. 16. Sales CLOSED DEAL
  17. 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. 18. Sales CLOSED DEAL
  19. 19. LINK
  20. 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. 21. AN ORGANIZATIONALSTRUCTURE…STRUCTURE
  22. 22. YOUR CUSTOMER’S CUSTOMER SPURCHASING STAGES PURCHASE CONSIDERATION CLOSED DEALAWARENESS
  23. 23. AN ORGANIZATIONALMETAPHOR FOR THE KEYFUNNEL STAGES SALES MIDDLE OF THE FUNNEL CLOSED DEALTOP OF THE FUNNEL
  24. 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. 25. WHAT IS TOP OF THEFUNNEL? RAW LEAD GENERATE WEBSITE AWARENESS
  26. 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. 27. WHAT IS THE MIDDLE OFTHE FUNNEL? NURTURE QUALIFY MQL (MARKETING QUALIFIED LEAD)
  28. 28. WHAT IS THE MIDDLE OFTHE FUNNEL? NURTURE QUALIFY MQL (MARKETING QUALIFIED • Webinars LEAD) • Free Trials • eMail Campaigns • Newsletters N l tt • etc.
  29. 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. 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. 31. SOLUTION:SOLUTIONGET AGREEMENT ON THE QUALIFICATIONCRITERIA NEEDED TO BE ABLE TO PASS A LEAD ACROSS TO SALES (MQL) MARKETING
  32. 32. SALES SALES FURTHER QUALIFIES THOSE LEADS TO FIND OPPORTUNITIES
  33. 33. USING BANT BUDGET AUTHORITY NEEDS TIMING G
  34. 34. COMMON LEAD STATESRAW LEAD CLOSED DEAL MQL OPPORTUNITY (MARKETING QUALIFIED (SALES QUALIFIED LEAD) LEAD)
  35. 35. AUTOMATE
  36. 36. AUTOMATE THE KEYFUNNEL STAGES SALES MIDDLE OF THE FUNNEL SELLING & CLOSING CLOSED NURTURING & DEAL QUALIFYINGTOP OF THE FUNNEL CREATING AWARENESS & DRIVING TRAFFIC
  37. 37. SALES MIDDLE OF THE FUNNEL CRM CLOSED MARKETING DEAL AUTOMATIONTOP OF THE FUNNEL INBOUND MARKETING
  38. 38. MEASURE "IF YOU CAN NOT MEASURE IT, YOU CAN NOT IMPROVE IT " IT." - LORD KELVIN
  39. 39. THE KEY METRICS CAMPAIGNS TO DRIVE TRAFFIC VISITORS OVERALL CONVERSION % CONVERSION % TRIALS (BY LEAD SOURCE) CONVERSION % CLOSED DEALS
  40. 40. ANALYZE
  41. 41. IDENTIFYYOUR BLOCKAGE POINTS
  42. 42. HOW?
  43. 43. WHAT IS STOPPING ME FROM INCREASING SALES BY 5X ?
  44. 44. IMPROVE
  45. 45. IN DIAGNOSING MANY FUNNEL BLOCKAGE POINTS POINTS,I HAVE FOUND THAT THERE IS ACLEARPATTERN…PATTERN
  46. 46. YOU ARE HOPING YOURCUSTOMERS WILL DOSOMETHINGTHAT THEY ARENOT MOTIVATED TO DO
  47. 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. 48. JBOSS EXAMPLEPUT A REGISTRATION FORM U GS O OON THEIR WEB SITE BEFOREA FREE DOWNLOADIMPACTCUT THE DOWNLOAD RATEBY MORE THAN 10X
  49. 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. 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. 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. 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. 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. 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. 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. 56. GOOD LINKAGE TO NEXT STEP
  57. 57. using engineering for marketing
  58. 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. 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. 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. 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. 62. 1 423
  63. 63. PROBLEM:GETTING A MEETING
  64. 64. GETTING TO EXECUTIVEDECISION MAKERS TECHCRUNCH FOR INSURANCE CLAIMS
  65. 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. 66. First Contact Sell Build  BuildFirst Contact Sell Relationship Trust
  67. 67. SELLING IS 10X EASIER…ONCE YOU HAVE ESTABLISHED TRUST
  68. 68. YOUR BLOG CAN ESTABLISH TRUST… HOW?
  69. 69. VALUABLE CONTENTEDUCATIONINFORMATIONENTERTAINMENT WITH ZERO SELLING
  70. 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. 71. APOLOGIES MY EXAMPLES ARE ALL SOFTWARE COMPANIESTHIS APPLIES EQUALLY WELL IN OTHER BUSINESSES
  72. 72. FINALLY…FINALLYLET SLET’S GO BACK TO THE BEGINNING…
  73. 73. …AND INTRODUCE ANDTHREE NEW STEPS ATTHE BEGINNING OFTHE FUNNEL DESIGNPROCESS…
  74. 74. IDENTIFYIDENTIFY ALL THE PEOPLE INVOLVED IN THEPURCHASE DECISION
  75. 75. UNDERSTANDSKETCH OUT THEIR BUYING PROCESS ANDCONCERNS AT EACH STAGE
  76. 76. ENTICEADD THE STEPS TO ADDRESS THEIR BUYINGPROCESSAND:ADDRESS THEIR CONCERNSENTICE THEM
  77. 77. SUMMARY
  78. 78. WE WENT FROMTHIS:1. Align2. Link3.3 Automate4. Measure5. Analyze6.6 Improve
  79. 79. TO THIS… THIS1. IDENTIFY2. UNDERSTAND3. ENTICE4. Align5. Link6. Automate7. Measure8.8 Analyze A l9. Improve
  80. 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. 81. SALES-DRIVEN FUNNEL DESIGN TO ACUSTOMER-CENTRIC FUNNEL DESIGN
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