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Презентация с партнерской конференции Microsoft в Торонто

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14035

  1. 1. Prepared by FullQuota on behalf of Microsoft
  2. 2. Prepared by FullQuota on behalf of Microsoft
  3. 3. Prepared by FullQuota on behalf of Microsoft
  4. 4. Prepared by FullQuota on behalf of Microsoft
  5. 5. Prepared by FullQuota on behalf of Microsoft
  6. 6. But that was before Jennifer realized howeffective her efforts would be if she focused lesson getting in front of prospects and more ongetting found online and driving Prepared by FullQuota on behalf of Microsoft
  7. 7. So Jennifer decided to transform hermarketing to focus more on blogging,search engine optimization and socialmedia to drive awareness and traffic, aswell as insides sales to nurture andqualify sales-ready leads. Prepared by FullQuota on behalf of Microsoft
  8. 8. And the results? Prepared by FullQuota on behalf of Microsoft
  9. 9. 300% Prepared by FullQuota on behalf of Microsoft
  10. 10. 80% Prepared by FullQuota on behalf of Microsoft
  11. 11. 100% Prepared by FullQuota on behalf of Microsoft
  12. 12. HOW? Prepared by FullQuota on behalf of Microsoft
  13. 13. 1 Have a Plan Become a 2 TOFU Ninja Master Your 3 MOFU4 Keep SCORE Prepared by FullQuota on behalf of Microsoft
  14. 14. Your Marketing PlaybookisBROKEN. Prepared by FullQuota on behalf of Microsoft
  15. 15. Buyers have 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. Prepared by FullQuota on behalf of Microsoft
  16. 16. Yesterday’s approach: “GET IN THEIR FACE” when they’re not looking. Today’s approach: “GET FOUND” when they are looking.Prepared by FullQuota on behalf of Microsoft Prepared by FullQuota on behalf of Microsoft
  17. 17. 12b 2.75b 2.25b17 billion searches are conducted every month. SOURCE: COMSCORE, AUGUST 2010 Prepared by FullQuota on behalf of Microsoft
  18. 18. 46%of daily searches are for info on products or services. 46 % Products and Services Prepared by FullQuota on behalf behalf of Microsoft Prepared by FullQuota on of Microsoft
  19. 19. This is your new businesscard. Prepared by FullQuota on behalf of Microsoft
  20. 20. 70% of the links search users click onorganic – not paid.are 25% “Which search result link PAID did you click on first?” 70% ORGANIC Prepared by FullQuota on behalf of Microsoft
  21. 21. of all organic clicks go to the topthree organic search results. Prepared by FullQuota on behalf of Microsoft Prepared by FullQuota on behalf of Microsoft
  22. 22. FirstPage …and done! Prepared by FullQuota on behalf of Microsoft
  23. 23. Bottom Line:If Google can’t find your products and services, neither willyour target buyer. Prepared by FullQuota on behalf of Microsoft
  24. 24. 1Have a Plan Prepared by FullQuota on behalf of Microsoft
  25. 25. Get inside your customer’s head Concerns - Hate being sold to - Find it offensive to give name and email - Don’t want to get spam sales emails - Don’t have time to teach a sales person about their business problems Prepared by FullQuota on behalf of Microsoft
  26. 26. Understand what motivates them Concerns Motivations - Want to solve my problem - Education - Data/information reports - Recommendation from a peer - Meeting other people like me that have insights to share Prepared by FullQuota on behalf of Microsoft
  27. 27. Create a solution that enticesthem and addresses their concerns Concerns Entice & Address Concerns - Tell them – in simple terms – what you offer and how it addresses their business problem. - Provide customer testimonials, address vendor risk. - Offer free “fit” assessments, address product viability and fit concerns. - Provide demos and paid trials to prove value. Prepared by FullQuota on behalf of Microsoft
  28. 28. 2Become aTOFU Ninja (Top of the Funnel) Prepared by FullQuota on behalf of Microsoft
  29. 29. Your customer’s purchase in stages Purchase Consideration CLOSED DEAL Awareness Prepared by FullQuota on behalf of Microsoft
  30. 30. An organizational model for your salesfunnel stages Bottom of the Funnel Middle of the Funnel CLOSED DEAL Top of the Funnel Prepared by FullQuota on behalf of Microsoft
  31. 31. What is the top of the funnel? GET FOUND GENERATE AWARENESS SALES PROSPECT Prepared by FullQuota on behalf of Microsoft
  32. 32. HOW? Prepared by FullQuota on behalf of Microsoft
  33. 33. TOFU in a nutshell 2. Optimizing content 1. 3. Creating Promoting content Content Prepared by FullQuota on behalf of Microsoft
  34. 34. 1 Create Content • Daily executive article summaries (blog) • Weekly executive newsletter • Monthly e-books, reports and white papers • Quarterly webinars Prepared by FullQuota on behalf of Microsoft
  35. 35. Make stuffpeople want…Start creating & publishing content that is that ismeaningful and relevant to your target buyer:• Top-notch blog articles• New market data• Industry research, reports, & studies• Educational content Prepared by FullQuota on behalf of Microsoft Prepared by FullQuota on behalf of Microsoft
  36. 36. • The more we give, the more we’ll get. • Increase # of pages and inbound links. • Build trust, credibility and good will.Be generous. Prepared by FullQuota on behalf ofbehalf of Microsoft Prepared by FullQuota on Microsoft
  37. 37. Be consistent. Daily executive articles summaries (blog) Weekly executive newsletter Monthly e-books, reports and white papers Quarterly webinars Prepared by FullQuota on behalf of Microsoft
  38. 38. 2 Optimize “6 RETAIL TRENDS you MUST understand & embrace.” vs. “Retail Trends” Prepared by FullQuota on behalf of Microsoft
  39. 39. Google is Judge, Jury &Executioner Prepared by FullQuota on behalf of Microsoft
  40. 40. Understand whatmotivates Google(as well as bing and Yahoo) Prepared by FullQuota on behalf of Microsoft Prepared by FullQuota on behalf of Microsoft
  41. 41. Help Google decide. Prepared by FullQuota on behalf of Microsoft
  42. 42. Ranking Algorithmf(n) = Relevance + Authority Prepared by FullQuota on behalf of Microsoft
  43. 43. f(n) Authority Relevance = On-Page SEO The process of optimizing your website and your content around your target keywords Prepared by FullQuota on behalf of Microsoft
  44. 44. On-Page SEO BasicsURL Page title Headings and text Meta description Prepared by FullQuota on behalf of Microsoft
  45. 45. f(n) Relevance Off-Page SEO = Authority The process of getting other websites to link back to you. Prepared by FullQuota on behalf of Microsoft
  46. 46. Off-Page SEO Basics Prepared by FullQuota on behalf of Microsoft
  47. 47. Creating meaningfuland relevant contentis the best way toimprove the authorityof your website andcontent. Prepared by FullQuota on behalfbehalf of Microsoft Prepared by FullQuota on of Microsoft
  48. 48. WHY? Prepared by FullQuota on behalf of Microsoft
  49. 49. Authority is Determined by Inbound Links Prepared by FullQuota on behalf of Microsoft Prepared by FullQuota on behalf of Microsoft
  50. 50. How do you get more links? Create content worth linking to! Prepared by FullQuota on behalf of Microsoft
  51. 51. 3 Promote 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. Prepared by FullQuota on behalf of Microsoft
  52. 52. Pick the ?rightchannels. Prepared by FullQuota on behalf of Microsoft Prepared by FullQuota on behalf of Microsoft
  53. 53. Participate inchannels withawesomecontentabout your targetbuyers and theirpassions. Prepared by FullQuota on behalf of Microsoft Prepared by FullQuota on behalf of Microsoft
  54. 54. Make it easy to shareBLOGS │ EBOOKS │ WEBINARS │ DEMOS │ NEWSLETTERS │ EVERYTHING! 1 5 3 110 53 1 1 3 2 1 2 share tweet email +1 Prepared by FullQuota on behalf of Microsoft
  55. 55. 3Master YourMOFU (Middle of the Funnel) Prepared by FullQuota on behalf of Microsoft
  56. 56. What is the middle of thefunnel? CONVER T NURTUR E QUALIF Y SALES OPPORTUNITY Prepared by FullQuota on behalf of Microsoft
  57. 57. “TOFU ” is just dessert Prepared by FullQuota on behalf of Microsoft
  58. 58. “beef is MOF U is where the ” Prepared by FullQuota on behalf of Microsoft
  59. 59. MOFU in a nutshell 2. Nurture prospects into 1. leads 3. Convert traffic Qualify leads into prospects into sales opportunities Prepared by FullQuota on behalf of Microsoft
  60. 60. Converting is all abouthelping potential prospectstake action. Prepared by FullQuota on behalf of Microsoft
  61. 61. Giving great directions. Create: • Relevant websites & landing pages ? • Clear calls to action • Compelling offers Prepared by FullQuota on behalf of Microsoft Prepared by FullQuota on behalf of Microsoft
  62. 62. Create clear, relevant websitesWhat is it?Who is it for?Where’s the proof? Example: Avanade ERP for Construction Micro Website Prepared by FullQuota on behalf of Microsoft
  63. 63. Clear calls-to-actionHow do I get it?How do I get it? Example: Avanade ERP for Construction Micro Website Prepared by FullQuota on behalf of Microsoft
  64. 64. Compelling offers…What is it?What do I get?What do I need to do? Prepared by FullQuota on behalf of Microsoft
  65. 65. Nurturing is all about guidingprospects from generalawareness to activelyconsidering your products andservices. Prepared by FullQuota on behalf of Microsoft
  66. 66. Creating, optimizing, and promotingexceptional and unique contentalsoare the keys to nurturingprospects into leads Prepared by FullQuota on behalf of Microsoft
  67. 67. Prepared by FullQuota on behalf of Microsoft
  68. 68. 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. Prepared by FullQuota on behalf of Microsoft
  69. 69. thinking like a marketer or advertiser… Prepared by by FullQuota on behalf Microsoft Prepared FullQuota on behalf of of Microsoft
  70. 70. …START thinking like a publisher and socializer. Prepared by FullQuota on behalf of Microsoft
  71. 71. …Focus your buyers business problems. Prepared by FullQuota on behalf of Microsoft
  72. 72. Give them Valuable and Relevant Content… Education Information Knowledge With ZERO selling Prepared by FullQuota on behalf of Microsoft Prepared by FullQuota on behalf of Microsoft
  73. 73. Qualifying is all aboutcontacting, scoring andconverting leads into salesready opportunities – ornot! Prepared by FullQuota on behalf of Microsoft
  74. 74. Up to 75% of marketing gets lost in themiddle-of-the funnel. Prepared by FullQuota on behalf of Microsoft
  75. 75. Most leadsshould neverbe passedover to sales. Prepared by FullQuota on behalf of Microsoft
  76. 76. Prepared by FullQuota on behalf of Microsoft
  77. 77. “That is crazy! We give you tons ofleads. You just don’t follow up on them properly!” Prepared by FullQuota on behalf of Microsoft
  78. 78. Sales calls a fewunqualified leads andfinds they are a waste oftime – then they stopcalling the rest of theleads. Prepared by FullQuota on behalf of Microsoft
  79. 79. Inside sales teams areuniquely effective at contactingleads and qualifying them intosales opportunities. Prepared by FullQuota on behalf of Microsoft
  80. 80. It takes between 3 and 8 touches– including phone calls and emails– to contact a prospect. @ @ @ Prepared by FullQuota on behalf of Microsoft
  81. 81. Inside Sales reps spend over71% of their time interactingwith customers(vs. <41% for field sales reps) Prepared by FullQuota on behalf of Microsoft
  82. 82. Inside Sales reps conduct 8 customer interactions for every field rep’s 1 interaction. Prepared by FullQuota on behalf of Microsoft
  83. 83. So, if you want…Insanely HappySales People Prepared by FullQuota on behalf of Microsoft
  84. 84. 4Keep SCORE Prepared by FullQuota on behalf of Microsoft
  85. 85. Measure "If you cannot measure it, You cannot improve it." - Lord Kelvin Prepared by FullQuota on behalf of Microsoft
  86. 86. The key metrics Campaigns to drive traffic Visitors Overall conversion % Conversion % Lead (By lead source) Conversion % Closed deals Prepared by FullQuota on behalf of Microsoft
  87. 87. 1 Have a Plan Become a 2 TOFU Ninja Master your 3 MOFU4 Keep SCORE Prepared by FullQuota on behalf of Microsoft
  88. 88. If you don’t like change,You’re going to likeirrelevancy evenless.”- GENERAL ERIC SHINSEKII, 2003 Prepared by FullQuota on behalf of Microsoft
  89. 89. IT’S TIME TOTRANSFORM YOUR MARKETING. SCHEDULE A CONSULTATION TODAY Visit .com or Email reedo@fullquota.com Prepared by FullQuota on behalf of Microsoft
  90. 90. To purchase your 2-for-1 exams voucher,visit www.prometric.com/microsoft/wpc/2for1 orstop by the MPN booth.
  91. 91. Prepared by FullQuota on behalf of Microsoft
  92. 92. Image Sources• Slide 5 – 11, 14 – 15, 18, 21, 25 – 27, 37, 40, 47, 49, 52 – 53, 61 – 62, 66 – 67, 70 – 71, 73, 75 – 76: • Image source - Purchased from iStockphoto (http://www.istockphoto.com/license)• Slide 17: via flickr: http://www.flickr.com/photos/st3f4n/ by Stéfan• Slide 19: via flickr: http://www.flickr.com/photos/epsos/4962823635/sizes/l/in/photostream/ by epSos.de• Slide 35: via flickr: http://www.flickr.com/photos/jliba/4389220460/sizes/l/ by Josh Liba• Slide 36: via flickr: http://www.flickr.com/photos/brandoncwarren/4164759025/sizes/l/in/faves-bonafidemarketinggenius/ by Brandon Christopher Warren• Slide 55: via flickr: http://www.flickr.com/photos/st3f4n/ by Stéfan• Slide 63: via flickr: http://www.flickr.com/photos/haizi-hyg/3640001725/in/set-72157619950169446/ by hyg-27• Slide 65: via flickr: http://www.flickr.com/photos/ccacnorthlib/5839729061/in/photostream by CCAC North Library• Slides 18, 20, 39: Hubspot.com• Slides 51 & 53: Guidelines for Use of the following trademarks or logos: • Twitter: https://support.twitter.com/entries/77641 • LinkedIn: https://developer.linkedin.com/documents/branding-guidelines • Facebook: http://www.facebook.com/brandpermissions/logos.php • YouTube: http://www.youtube.com/t/press_room_image_files • Reddit : http://www.reddit.com/r/redditlogos• Slide 60 Image source - http://en.wikipedia.org/wiki/File:Lord_Kelvin_photograph.jpg• Slide 69: http://www.free-desktop-backgrounds.net/Miscellaneous-pictures/Signs-wallpaper-images/Stop-sign.html• Slide 78: http://en.wikipedia.org/wiki/File:Lord_Kelvin_photograph.jpg Prepared by FullQuota on behalf of Microsoft

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