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

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

Published in: Marketing, Technology, Business
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  • 1. Stuck  in  the  Middle  With  You:   Overcoming  the  Mid-­‐Funnel  bell  curve  
  • 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. THE  STARTING  POINT:   Tried  and  True  (maybe?)   3 Presentation Title 11/8/13
  • 4. Everyone Loves to be on Top 4 Presentation Title 11/8/13
  • 5. Wrong! §  Most Lead Data Looks Like This 5 Presentation Title 11/8/13
  • 6. Guess What? We find there is NO correlation between NET NEW Lead Count and Revenue. 6 Presentation Title 11/8/13
  • 7. THE  (REAL)  STARTING  POINT:   Look  to  the  middle.   7 Presentation Title 11/8/13
  • 8. Create the Gate 8 Presentation Title 11/8/13
  • 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. 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. 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. Operationalize It! 12 Presentation Title 11/8/13
  • 13. Build It! 13 Presentation Title 11/8/13
  • 14. Measure It! §  Align Content to Behaviors ? 14 Presentation Title 11/8/13
  • 15. Analyze It! §  How does Content Influence Behavior 15 Presentation Title 11/8/13
  • 16. NOW  SCALE  IT   Don’t  Bring  a  Knife  to  a  Gun  Fight   16 Presentation Title 11/8/13
  • 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. #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. #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. #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. #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. #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. KNOW  THAT  BUYERS  CHANGE   You’re  Not  Too  Big  to  Fail   23 Presentation Title 11/8/13
  • 24. #Flexibility   §  Buyers  Change   –  All  Marke<ng  is  Cyclic   –  LeadMD  refreshes  Personas  Quarterly   §  Based  on  Your  Space   24 Presentation Title 11/8/13
  • 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 Presentation Title 11/8/13
  • 27. #CONTENTSF

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