Become a MOFU Ninja   (Middle-of-the-Funnel)
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Become a MOFU Ninja (Middle-of-the-Funnel)

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Become a MOFU Ninja   (Middle-of-the-Funnel) Become a MOFU Ninja (Middle-of-the-Funnel) Presentation Transcript

  • IT’S TIME TO TRANSFORM YOUR MARKETING Becoming a MOFU Ninja The Art of Guiding Prospects from Awareness to Consideration Reed Overfelt, CEO – FullQuota
  • Your customers purchase in stages Consideration Purchase CLOSED DEAL Awareness
  • An organizational model for your marketing and sales Middle of the Funnel Bottom of the Funnel CLOSED DEAL Top of the Funnel
  • What is the top of the funnel? GET FOUND GENERATE AWARENESS SALES PROSPECT
  • Creating, optimizing, and promoting exceptional and unique content are the keys to the top of the funnel. Great content is rewarded by your buyers and search engines alike.
  • “ TOFU ” is just dessert
  • “MOFU is where the beef is”
  • What is the middle of the funnel? CONVERT NURTURE QUALIFY SALES OPPORTUNITY
  • The middle of the funnel is all about converting traffic into prospects, nurturing those prospects into leads, and then qualifying those leads into sales-qualified opportunities.
  • HOW?
  • Let’s for a second…
  • Up to 75% of marketing gets lost in the middle-of-the funnel.
  • WHY?
  • Most leads should never be passed over to sales.
  • < 25% of Leads Are Sales Ready are n s ✗
  • Sales says “Marketing isn’t creating enough leads.”
  • Marketing says: “That is crazy! We give you tons of leads. You just don’t follow up on them properly!”
  • Sales calls a few unqualified leads and finds they are a waste of time – then they stop calling the rest of the leads.
  • Step #1 Get agreement on the different states of a lead.
  • 10% LEAD 20% OPPORTUNITY Sales
  • Step #2 Get agreement on the qualification criteria needed to pass a lead from marketing to sales.
  • There are two basic components you need to consider when qualifying a prospect. +
  • Implicit scoring components BEHAVIOR RECENCY FREQUENCY
  • Implicit buyer behaviors … Behaviors Score Submits “Contact me” form +15 Visits pricing pages +10 Watches product demos +5 overview demo +10 detailed demo Downloads late-stage eBook +5 Visits blog > 30 times +5 Implicit Score +50
  • Explicit scoring components BANT • • • • Budget Authority Need Timing DEMOGRAPHICS • Company Type • Company Size • Industry
  • Explicit buyer attributes … Attribute Value Score Budget Yes +10 Authority Decision maker +10 Need Identified, needs better visibility and reporting +10 Timeline Identified, less than 3 months +10 Title CFO +15 Industry Professional Services, IT Consulting +10 Company Size $50M +5 Total Score +70
  • Which leads are ready for sales? Implicit Score 50+ 50+ A 24-50 B 0-25 C 0 D 0-25 0 1 Explicit Score 24-50 2 3 4
  • Step #3 Set up a series of gates and scores required to move through each stage of your pipeline.
  • of 50 Points = It’s a Lead 100 Points = It’s Ready for Sales 10% 20% LEAD OPPORTUNITY SALES
  • Step #4 Set up a dedicated lead management engine to nurture prospects into leads and then qualify leads into sales ready opportunities.
  • HOW?
  • 1 Nurturing prospects into leads
  • Nurturing is all about guiding prospects from general awareness to actively considering your products and services.
  • Guess What
  • Creating, optimizing, and promoting exceptional and unique content are also the keys to nurturing prospects into leads
  • Why
  • Remember! Your buyer has changed. Disclaimer: Use of social media company icons is for instructional purposes only and in no way implies an association or partnership with any of the individual companies, or approval, sponsorship, or endorsement by any of the individual companies.
  • Here are 8 simple steps for setting up a basic content nurture program …
  • Keep it simple – at first.
  • 1 Understand your target buyer persona!
  • Understand what motivates them  Want to solve a problem  Education  Data/informational reports  Recommendation from a peer  Meeting other people like them that have insights to share
  • 2 Outline the basic buying cycle of your buyer. ? AWARENESS ? CONSIDERATION ? PURCHASE
  • PIPELINE STAGE BUYER’S OBJECTIVE Awareness (TOP) Prospect knows there’s a problem that needs to be solved Consideration (MIDDLE) Purchase (BOTTOM) FOLLOW DOWNLOAD PARTICIPATE INQUIRE ENGAGE Prospect recognizes a need for a solution like yours Prospect seeks solution to their need; ready to buy VAGUE NOTION OF ‘POSSIBLE’ SOLUTION INTERESTED IN A SOLUTION RESEARCHING VENDORS EVALUATING PRODUCTS NARROWING FIELD REFERENCE CHECK NEGOTIATING PURCHASE KEY OUTCOMES SUBSCRIBE OPEN VIEW SHARE
  • 3 Map your content to the buying cycle.
  • PIPELINE STAGE BUYER’S OBJECTIVE Awareness (TOP) Prospect knows there’s a problem that needs to be solved VAGUE NOTION OF ‘POSSIBLE’ SOLUTION ARTICLES Prospect recognizes a need for a solution like yours Purchase (BOTTOM) Prospect seeks solution to their need; ready to buy TREND REPORTS INTERESTED IN A SOLUTION Consideration (MIDDLE) RESEARCHING VENDORS Q&A EBOOK Q&A WEBINARS STEP-BY-STEP EBOOK STEP-BY-STEP WEBINAR FAQ SHEETS DEMO VIDEOS FEATURE GUIDES CASE STUDIES ANALYST REPORTS TESTIMONIALS eNEWSLETTER EVALUATING PRODUCTS NARROWING FIELD REFERENCE CHECK NEGOTIATING DEMOS CUSTOMER DATA SHEETS ROI CALCULATORS PURCHASE CHECKLISTS KEY OUTCOMES SUBSCRIBE OPEN VIEW SHARE FOLLOW DOWNLOAD PARTICIPATE INQUIRE ENGAGE PRICE GUIDES
  • 4 Pick one piece of content for each stage of the buying cycle.
  • PIPELINE STAGE BUYER’S OBJECTIVE Awareness (TOP) Prospect knows there’s a problem that needs to be solved VAGUE NOTION OF ‘POSSIBLE’ SOLUTION ARTICLES Prospect recognizes a need for a solution like yours Purchase (BOTTOM) Prospect seeks solution to their need; ready to buy TREND REPORTS INTERESTED IN A SOLUTION Consideration (MIDDLE)         RESEARCHING VENDORS Q&A EBOOK Q&A WEBINARS STEP-BY-STEP EBOOK STEP-BY-STEP WEBINAR FAQ SHEETS DEMO VIDEOS FEATURE GUIDES CASE STUDIES ANALYST REPORTS CUSTOMER TESTIMONIALS eNEWSLETTER EVALUATING PRODUCTS NARROWING FIELD REFERENCE CHECK NEGOTIATING PURCHASE DATA SHEETS DEMOS ROI CALCULATORS CHECKLISTS KEY OUTCOMES SUBSCRIBE OPEN VIEW SHARE FOLLOW DOWNLOAD PARTICIPATE INQUIRE ENGAGE PRICE GUIDES
  • 5 Create a targeted email for each piece of content in the buying cycle
  • What is it? Clear call-to-action Image CTA button What will I learn?
  • 6 Create a targeted landing page for each piece of content in the buying cycle
  • Landing Page – Visitor gets to this page by clicking on an email link What is it? What do they get? Who’s it for? Basic contact info
  • Thank You Page – Page visited once visitor submits form Download link Share buttons Call-to-Action #1 Call-to-Action #2
  • 7 Setup a schedule for sending the emails.
  • People process information better in bite-sized chunks.
  • Schedule your content a little bit at a time… Nurture Progression Schedule Outcome Email industry trend report Day 1 Open, share Send weekly e-newsletter Day 7 Open Send personal invitation to attend industry trend webinar Day 10 Attend Send weekly e-newsletter Day 14 Open Send weekly e-newsletter Day 21 Open Send link to recorded industry trend webinar Day 25 View Send weekly e-newsletter Day 28 Open Email Q&A eBook Report Day 30 Download Send weekly e-newsletter Day 35 Open Send personal invitation to attend Q&A webinar Day 40 Attend Send weekly e-newsletter Day 42 Open Send link to recorded Q&A webinar Day 55 View Personal invitation to attend product demo webinar Day 60 Attend, Convert
  • 8 Launch the Program!
  • When Users Report Reading Email
  • Opens by Day
  • Opens by Hour
  • Send emails in the morning to boost opens. Specifically, Wednesdays at 6am!
  • 9 Track and score
  • Only score the campaign! • Remember: Every action adds to the prospect’s score and moves them closer to becoming a lead. • Don’t automate. Yet. Get it right first. Then automate.
  • YOU HAVE A LEAD!
  • NOW WHAT?
  • 2 Qualifying leads into sales ready opportunities
  • Qualifying is all about contacting, scoring and converting leads into sales ready opportunities – or not!
  • HOW?
  • Inside sales teams are uniquely effective at contacting leads and qualifying them into sales opportunities.
  • It takes between 3 and 8 touches – including phone calls and emails – to contact a prospect.
  • Inside Sales reps spend over 71% of their time interacting with customers (vs. <41% for field sales reps)
  • Inside Sales reps conduct 8 customer interactions for every field rep’s 1 interaction.
  • So….
  • If you want OPPORTUNITY
  • You need to set up (or rent!) a Dedicated inside sales lead qualification program
  • Here are 4 simple steps for setting up a basic lead qualification program …
  • 1 Create a tele blitz process to contact and qualify all leads.
  • Call, call, email, pause … Send Intro Email Pause Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7
  • Before you start ...
  • Be prepared
  • Have a script!
  • Do your homework!
  • Practice, practice, practice!
  • MAKE THE CALLS!
  • Call early in the morning, if possible. Morning is usually the best time to reach people directly, and often the time that they’re most energized. Tuesday from 7am to 10am is best! Friday from 3pm to 5pm is good too!
  • Focus on the goal of the call  Inform  Qualify  Schedule
  • Avoid common mistakes  Don’t give the person you’re calling the chance to terminate the conversation. For instance, you should never ask, “Is this a good time to talk?“  Identify yourself and the name of your company. Never say, “How are you today?” to a stranger. Only salespeople say this.  Go slowly with your introduction, breaking it into separate sentences. Remember, prospects are still concentrating on something else. Give them a chance to hear you and understand what you are saying.  Tell prospects why you are calling: to follow up on the email you sent.  Inject pauses. Give prospects an opportunity to speak if they want to.
  • Finish the score!     Budget Authority Need Timing
  • Ask for an appointment at a specific date and time for the next call.
  • Don’t one and done.
  • Be persistent 80% of new sales are made after the fifth contact, yet the majority of salespeople give up after the second call. – AllBusiness.com
  • Leaving a Voicemail If you leave a voicemail (which you will!)  Prepare ahead of time!  Keep it short; the goal of the message is to have them call you back, nothing more  Give your phone number slowly, and repeat it once  Reference your last interaction (if there was one!)
  • Leaving a Voicemail Hello [customer name], this is Reed Overfelt, the CEO of FullQuota. I am calling to talk you about how FullQuota - the leading provider of inbound marketing and lead generation outsourcing services for technology companies - can help [ insert company name ]: 1. Get found online, and 2. Generate more sales-ready leads. Please give me a call back. My number is: 855-317-1212 , 855-317-1212 Thanks and have a great day!
  • 2 Convert all qualified leads to opportunities QUALIFY SALES OPPORTUNITY
  • 3 Use assignment rules to hand off and route qualified leads to sales. Day 0 Notification Day 1 If untouched, reminder Day 2 If untouched, reminder cc boss Day 3 If untouched, alert executives
  • 4 Don’t forget to re-assign all unqualified or disengaged leads to marketing! NURTURE QUALIFY
  • You have a sales qualified opportunity!
  • ARE YOU READY TO TRANSFORM YOUR MARKETING? SCHEDULE A CONSULTATION TODAY Visit .com or Email reed.overfelt@fullquota.com
  • Image Sources • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Slide 6 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 7 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 14 - Courtesy of free-desktop-backgrounds http://www.free-desktop-backgrounds.net/Miscellaneous-pictures/Signs-wallpaper-images/Stop-sign.html Slide 13 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 15 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 16 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 17 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 29 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 37 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 38 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 39 - Purchased from iStockphoto http://www.istockphoto.com/license Slides 40-42 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 45 - Courtesy of FullQuota Slide 47 - Purchased from iStockphoto http://www.istockphoto.com/license Slides 49-51, 53 - Courtesy of FullQuota Slide 52 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 54 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 55 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 63 - Purchased from ShutterStock http://www.shutterstock.com/licensing.mhtml Slide 65 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 70 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 77 – Purchased from iStockphoto http://www.istockphoto.com/license Slide 78 –Purchased from iStockphoto http://www.istockphoto.com/license Slide 79 – Purchased from iStockphoto http://www.istockphoto.com/license Slide 81 – Purchased from iStockphoto http://www.istockphoto.com/license Slide 82 – Purchased from iStockphoto http://www.istockphoto.com/license Slide 83 – Courtesy of FullQuota Slide 84 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 85 – Purchased from iStockphoto http://www.istockphoto.com/license Slide 86 –Purchased from iStockphoto http://www.istockphoto.com/license Slide 87 – Purchased from iStockphoto http://www.istockphoto.com/license Slide 90 – Purchased from iStockphoto http://www.istockphoto.com/license Slide 91 - Purchased from iStockphoto http://www.istockphoto.com/license Slide 92 – Purchased from iStockphoto http://www.istockphoto.com/license Slide 93 –Purchased from iStockphoto http://www.istockphoto.com/license Slide 99 –Purchased from iStockphoto http://www.istockphoto.com/license Slide 100 - Purchased from iStockphoto http://www.istockphoto.com/license