Applying digital strategy to the sales funnelPresentation Transcript
Applying digital strategy to the sales funnelShauna Nicholson, Digital Strategist / shaunanicholson.com / @shaunan
Video Industry publication Proposals Media kits Reports BooksCase studies Email Infographics Public relations Whitepaper Photos Presentations BlogsMicrosites Social media Public speaking Webinars Testimonials Fact sheet
How do people buy?
Video Industry publication Reports BooksEmail Case studies Whitepaper ProposalsMedia kits Public relations Presentations Infographics Photos Blogs Microsites Public speaking Social media Webinars Testimonials Fact sheet Sales
Strategy & PlanningResearchStrategy development, updatesMass Visibility BENCHMARKS: Benchmark SEO OctoberIndustry publication Alexa rank November Incoming linksSocial December Indexed pagesBlogs, video, infographics, cartoonsPublic relations Social BenchmarkPublic speaking Klout score OctoberBooks Facebook fans NovemberMicrosites Twitter followers DecemberCase studiesEmail PR Coverage or news mentions Public speakingOne-to-many BENCHMARKS: BenchmarkWhitepaper, reports Downloads October Case studiesFact sheet November WebsiteWebinars Contact form completion DecemberTestimonialsMedia kitsCase studies Benchmark October November DecemberOne-to-one BENCHMARKS: Request for proposals October BenchmarkPresentations Sales NovemberProposals December
How do we get people tojump into the funnel more efﬁciently?
Using comparative metrics to understand growth• Identify individual measurements for each tactic; they may cross-apply• Leverage split (A/B) testing, one element at a time• Note growth and decline elements