Stuck	
  in	
  the	
  Middle	
  With	
  You:	
  
Overcoming	
  the	
  Mid-­‐Funnel	
  bell	
  curve	
  
Welcome to the Jungle
Jus<n	
  Gray	
  

CEO,	
  LeadMD	
  
@myleadmd	
  

• 
Marke2ng	
  Automa2on	
  Experts	
   • 
• 
h...
THE	
  STARTING	
  POINT:	
  
Tried	
  and	
  True	
  (maybe?)	
  

3

Presentation Title

11/8/13
Everyone Loves to be on Top

4

Presentation Title

11/8/13
Wrong!
§  Most Lead Data Looks Like This

5

Presentation Title

11/8/13
Guess What?

We find there is NO correlation between NET
NEW Lead Count and Revenue.

6

Presentation Title

11/8/13
THE	
  (REAL)	
  STARTING	
  POINT:	
  
Look	
  to	
  the	
  middle.	
  

7

Presentation Title

11/8/13
Create the Gate

8

Presentation Title

11/8/13
Divide	
  &	
  Conquer	
  
§  Create	
  Unique	
  Ac<on	
  Steps	
  
–  Align	
  Ac<ons	
  Around	
  Channels	
  
§ 
§ ...
Personas	
  MaSer	
  in	
  the	
  Middle	
  	
  
§  Revisit	
  persona	
  strategy	
  
–  Who	
  Did	
  you	
  Create	
  ...
Divide	
  &	
  Conquer	
  
§  Create	
  Persona	
  Entry	
  Plans	
  
–  Align	
  Ac<ons	
  Around	
  Personas	
  
§  Ma...
Operationalize It!

12

Presentation Title

11/8/13
Build It!

13

Presentation Title

11/8/13
Measure It!
§  Align Content to Behaviors ?

14

Presentation Title

11/8/13
Analyze It!
§  How does Content Influence Behavior

15

Presentation Title

11/8/13
NOW	
  SCALE	
  IT	
  
Don’t	
  Bring	
  a	
  Knife	
  to	
  a	
  Gun	
  Fight	
  

16

Presentation Title

11/8/13
#Ac<on	
  
§  So…	
  Now	
  It’s	
  Time	
  
–  Idea	
  to	
  Implement	
  
§  CMS	
  /	
  Content	
  PlaEorm	
  
–  Kap...
#KeepItFresh	
  
§  Refresh	
  Your	
  Library	
  CONSTANTLY	
  
–  Assemble	
  Your	
  Crew	
  
§  PR	
  to	
  drive	
 ...
#Itera<on	
  
§  6	
  Month	
  Lifecycle	
  
–  Recycle	
  
§  One	
  Topic	
  should	
  yield	
  at	
  least	
  3	
  ot...
#Results	
  
§  Build	
  Repor<ng	
  based	
  on:	
  
–  Net	
  New	
  Names	
  
–  Content	
  Conversions	
  
–  MQL’s	
...
#Value	
  
SiriusDecisions

Inquiries

MQLs

SALs

SQLs

SQL-to-close

Benchmark

N/A

5.1%

61%

56%

26.5%

Best Practic...
#atLeadMD
§  Persona based nurture in 15 weeks
–  Down from 40
–  Lead flow increased by 37%
–  Nurture program ROI up by...
KNOW	
  THAT	
  BUYERS	
  CHANGE	
  
You’re	
  Not	
  Too	
  Big	
  to	
  Fail	
  

23

Presentation Title

11/8/13
#Flexibility	
  
§  Buyers	
  Change	
  
–  All	
  Marke<ng	
  is	
  Cyclic	
  
–  LeadMD	
  refreshes	
  Personas	
  Qua...
#Failure	
  
§  Be	
  Prepared	
  to	
  #fail	
  
§  Sales	
  Fails	
  50%	
  of	
  the	
  Time	
  
–  Why	
  would	
  y...
26

Presentation Title

11/8/13
#CONTENTSF
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Stuck in the Middle with You: Overcoming the Mid-Funnel Bell Curve

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Justin Gray of LeadMD explains the power of content in the middle of the funnel.

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Stuck in the Middle with You: Overcoming the Mid-Funnel Bell Curve

  1. 1. Stuck  in  the  Middle  With  You:   Overcoming  the  Mid-­‐Funnel  bell  curve  
  2. 2. Welcome to the Jungle Jus<n  Gray   CEO,  LeadMD   @myleadmd   •  Marke2ng  Automa2on  Experts   •  •  h=p://leadmd.com   •  •  •  LeadMD   2 Presentation Title Marketo & Salesforce Consultancy 1000+ Engagements Retainer & One Time Service & Training offerings Content & Data Offerings Preferred Service Provider 11/8/13
  3. 3. THE  STARTING  POINT:   Tried  and  True  (maybe?)   3 Presentation Title 11/8/13
  4. 4. Everyone Loves to be on Top 4 Presentation Title 11/8/13
  5. 5. Wrong! §  Most Lead Data Looks Like This 5 Presentation Title 11/8/13
  6. 6. Guess What? We find there is NO correlation between NET NEW Lead Count and Revenue. 6 Presentation Title 11/8/13
  7. 7. THE  (REAL)  STARTING  POINT:   Look  to  the  middle.   7 Presentation Title 11/8/13
  8. 8. Create the Gate 8 Presentation Title 11/8/13
  9. 9. Divide  &  Conquer   §  Create  Unique  Ac<on  Steps   –  Align  Ac<ons  Around  Channels   §  §  §  §  9 Engagement   Successes   Abandons   Nurture  Entry   Presentation Title 11/8/13
  10. 10. Personas  MaSer  in  the  Middle     §  Revisit  persona  strategy   –  Who  Did  you  Create  it  for?   §  Trash  what  sucks   –  Align  to  your  content  plan   –  Opera<onalize  in  accordance  with  nurture   §  General  Tracks   §  Persona  Tracks   §  Customer  Tracks   10 Presentation Title 11/8/13
  11. 11. Divide  &  Conquer   §  Create  Persona  Entry  Plans   –  Align  Ac<ons  Around  Personas   §  Map  Content  to  Personas   §  Iden?fiable  Ac?ons   §  Debunking  Ac?ons   11 Presentation Title 11/8/13
  12. 12. Operationalize It! 12 Presentation Title 11/8/13
  13. 13. Build It! 13 Presentation Title 11/8/13
  14. 14. Measure It! §  Align Content to Behaviors ? 14 Presentation Title 11/8/13
  15. 15. Analyze It! §  How does Content Influence Behavior 15 Presentation Title 11/8/13
  16. 16. NOW  SCALE  IT   Don’t  Bring  a  Knife  to  a  Gun  Fight   16 Presentation Title 11/8/13
  17. 17. #Ac<on   §  So…  Now  It’s  Time   –  Idea  to  Implement   §  CMS  /  Content  PlaEorm   –  Kapost   §  Marke?ng  Automa?on   §  CRM   §  Social  Distribu?on   –  Consump?on  to  Share   17 Presentation Title 11/8/13
  18. 18. #KeepItFresh   §  Refresh  Your  Library  CONSTANTLY   –  Assemble  Your  Crew   §  PR  to  drive  placements   –  High  Value  Placements  (HVP)   §  SEO  ensures  staying  power   –  Organic  First   §  The  buyer  determines  your  ac?ons   18 Presentation Title 11/8/13
  19. 19. #Itera<on   §  6  Month  Lifecycle   –  Recycle   §  One  Topic  should  yield  at  least  3  others   –  Reduce   §  Cut  out  noise  &  Outdated  Content   –  Reuse   §  Change  Channels  &  Keep  it  Fresh   19 Presentation Title 11/8/13
  20. 20. #Results   §  Build  Repor<ng  based  on:   –  Net  New  Names   –  Content  Conversions   –  MQL’s   –  Influenced  Opportuni<es   §  Socialize  your  results     –  Marketo  does  a  great  job  at  this   20 Presentation Title 11/8/13
  21. 21. #Value   SiriusDecisions Inquiries MQLs SALs SQLs SQL-to-close Benchmark N/A 5.1% 61% 56% 26.5% Best Practice N/A 9.7% 82% 62% 29% MQL = Marketing Qualified Lead SAL = Sales Accepted Lead SQL = Sales Qualified Lead (i.e. sales opportunity identified) Example: Moving from Benchmark to Best Practice §  For each 1,000 leads, best-in-class companies create 46 more MQLs than benchmark companies (97 instead of 51). They create almost 10 additional deals (14.3 instead of 4.6 deals, a 300% increase). §  Estimate: $150,000 additional revenue per month (based on 3 additional deals per month at an average deal size of $50,000) 21
  22. 22. #atLeadMD §  Persona based nurture in 15 weeks –  Down from 40 –  Lead flow increased by 37% –  Nurture program ROI up by 41% –  Form conversions boosted by 26% §  3X ROI on Persona Implementation 22 Presentation Title 11/8/13
  23. 23. KNOW  THAT  BUYERS  CHANGE   You’re  Not  Too  Big  to  Fail   23 Presentation Title 11/8/13
  24. 24. #Flexibility   §  Buyers  Change   –  All  Marke<ng  is  Cyclic   –  LeadMD  refreshes  Personas  Quarterly   §  Based  on  Your  Space   24 Presentation Title 11/8/13
  25. 25. #Failure   §  Be  Prepared  to  #fail   §  Sales  Fails  50%  of  the  Time   –  Why  would  you  be  different?   §  Failure  breeds  learning   –  Be  Prepared  to  Evolve   §  Bad  content  is  squeezing  us  all   §  The  buyer  is  flooded   §  Don’t  get  discouraged     25 Presentation Title 11/8/13
  26. 26. 26 Presentation Title 11/8/13
  27. 27. #CONTENTSF

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