Applying digital strategy to the sales funnel

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

Striking a balance

Strategy & PlanningMass VisibilityOne-to-manyOne-to-oneSales

How do we get people to jump into the funnel?

Strategy & PlanningResearchStrategy development, updatesMass VisibilityIndustry publicationSocialBlogs, video, infographics, cartoonsPublic relationsPublic speakingBooksMicrositesCase studiesEmailOne-to-manyWhitepaper, reportsFact sheetWebinarsTestimonialsMedia kitsCase studiesOne-to-onePresentationsProposals

So they’re here. Now what?

Strategy & PlanningResearchStrategy development, updatesMass Visibility BENCHMARKS: SEOIndustry publication Alexa rank Incoming linksSocial Indexed pagesBlogs, video, infographics, cartoonsPublic relations SocialPublic speaking Klout scoreBooks Facebook fansMicrosites Twitter followersCase studiesEmail PR Coverage or news mentions Public speakingOne-to-many BENCHMARKS:Whitepaper, reports Downloads Case studiesFact sheet WebsiteWebinars Contact form completionTestimonialsMedia kitsCase studiesOne-to-one BENCHMARKS: Request for proposalsPresentations SalesProposals

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

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Applying digital strategy to the sales funnel

by Shauna Nicholson on Nov 12, 2012

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Applying digital strategy to the sales funnel Presentation Transcript