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OPTIMIZE   YOUR SALES & MARKETING FUNNEL PR Tradeshows Brand  Advertising Email Marketing Sales Social Media Events Webinars
PROBLEMS… HOW TO FIND SOLUTIONS …  AND CREATE
SALES FUNNEL EVERY BUSINESS HAS A  Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Customers Customers Customers
BUT EVEN IF YOU ARE MICROSOFT, CISCO, ORACLE, OR GOOGLE YOUR FUNNEL WILL HAVE  BLOCKAGE  POINTS Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects
WE’RE GOING TO LOOK AT HOW TO  AND IN THE IN THE PROCESS, HELP  GREATLY INCREASE  YOUR SALES FIND AND ELIMINATE THOSE BLOCKAGE POINTS Customers Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Customers Customers Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Customers Customers Customers Customers
BUT FIRST LET’S LOOK AT SOME  BEST PRACTICES FOR DESIGNING YOUR FUNNEL I CALL THIS “BUILDING A SALES & MARKETING MACHINE”
WHAT IS A  “ SALES & MARKETING  MACHINE” ?
PREDICTABLE INSTRUMENTED WITH GREAT  METRICS COST OPTIMIZED SCALABLE AUTOMATED CLEARLY DEFINED LEVERS THAT YOU PULL TO MAKE IT GO FASTER SALES &  MARKETING  MACHINE 9
BUILDING ONE OF THOSE? HOW DO YOU GO ABOUT
STEPS 9
BECAUSE 1, 2 AND 3 ARE NOT OBVIOUS SO WE WILL COME BACK TO THEM AT THE END AFTER WE HAVE SEEN WHY THEY ARE  SO VALUABLE WHY 4 FIRST? 4
ALIGN EVERY MARKETING ACTIVITY AROUND ONE GOAL… CREATING LEADS THAT HELP SALES CLOSE MORE DEALS ALIGN 4
Brand Advertising PR Events Sales Trade shows Webinars Email Marketing Social Media CLOSED DEAL
Blogging Social Media SEO SEM PR eMail Campaigns Webinars Sales CLOSED DEAL
If it doesn’t create a lead, or directly contribute towards closing a sale,  it doesn’t belong RULE NUMBER 1
Brand Advertising PR Events Sales Trade shows Webinars Email Marketing Social Media CLOSED DEAL
If the cost per lead is too high,  it doesn’t belong RULE NUMBER 2 ,[object Object],[object Object],[object Object]
Brand Advertising PR Events Sales Trade shows Webinars Email Marketing Social Media CLOSED DEAL
LINK 5
[object Object],[object Object],[object Object],CLEARLY LINK FLOWS FROM  START TO FINISH SEO FREE TRIAL EMAIL CAMPAIGN SALES TOUCH CLOSE LANDING PAGE $
AN ORGANIZATIONAL  STRUCTURE…
YOUR CUSTOMER’S PURCHASING STAGES CONSIDERATION CLOSED DEAL AWARENESS PURCHASE
AN ORGANIZATIONAL  METAPHOR FOR THE KEY  FUNNEL STAGES MIDDLE OF THE FUNNEL CLOSED DEAL TOP OF THE FUNNEL SALES
WHAT IS TOP OF THE FUNNEL? customer is not aware they have a problem, or that your product category exists GENERATE  AWARENESS customer has a problem and is looking for a solution GET FOUND
WHAT IS TOP OF THE FUNNEL? GENERATE  AWARENESS WEBSITE RAW LEAD
WHAT IS TOP OF THE FUNNEL? GENERATE  AWARENESS & GET FOUND WEBSITE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],RAW LEAD
WHAT IS THE MIDDLE OF THE FUNNEL? NURTURE QUALIFY MQL (MARKETING QUALIFIED LEAD)
WHAT IS THE MIDDLE OF THE FUNNEL? ,[object Object],[object Object],[object Object],[object Object],[object Object],NURTURE QUALIFY MQL (MARKETING QUALIFIED LEAD)
PROBLEM: SALES SAYS MARKETING ISN’T GIVING THEM  ENOUGH LEADS SALES MARKETING SAYS THAT’S RIDICULOUS, I GAVE THEM A TON OF LEADS. THEY JUST DON’T FOLLOW UP ON THEM PROPERLY. MARKETING
CAUSE: SALES CALLS A FEW UNQUALIFIED LEADS, AND FINDS THEY ARE WASTE OF TIME - THEY STOP CALLING THE REST OF THE LEADS SALES
SOLUTION: GET AGREEMENT ON THE QUALIFICATION CRITERIA NEEDED TO BE ABLE TO PASS A LEAD ACROSS TO SALES (MQL) MARKETING
SALES FURTHER QUALIFIES THOSE LEADS TO FIND  OPPORTUNITIES SALES
USING BANT  B UDGET A UTHORITY N EEDS T IMING
COMMON LEAD STATES RAW LEAD MQL (MARKETING QUALIFIED LEAD) OPPORTUNITY (SALES QUALIFIED LEAD) CLOSED DEAL
AUTOMATE 6
AUTOMATE THE KEY  FUNNEL STAGES CLOSED DEAL TOP OF THE FUNNEL CREATING AWARENESS & DRIVING TRAFFIC MIDDLE OF THE FUNNEL NURTURING & QUALIFYING SALES SELLING & CLOSING
CLOSED DEAL TOP OF THE FUNNEL INBOUND MARKETING MIDDLE OF THE FUNNEL MARKETING AUTOMATION SALES CRM
MEASURE "IF YOU CAN NOT MEASURE IT,  YOU CAN NOT IMPROVE IT." - LORD KELVIN 7
THE KEY METRICS VISITORS CAMPAIGNS TO DRIVE TRAFFIC TRIALS CLOSED DEALS CONVERSION % CONVERSION % OVERALL CONVERSION % (BY LEAD SOURCE)
ANALYZE 8
IDENTIFY  YOUR BLOCKAGE POINTS
HOW?
WHAT IS STOPPING ME FROM INCREASING SALES BY 5X  ?
IMPROVE 9
IN DIAGNOSING MANY FUNNEL BLOCKAGE POINTS, I HAVE FOUND THAT THERE IS A CLEAR  PATTERN…
[object Object],THAT THEY ARE ,[object Object],[object Object],[object Object]
IN OTHER WORDS… YOU DESIGNED YOUR FUNNEL THE WAY YOU HOPED IT WOULD WORK… BUT YOU MAY NOT HAVE THOUGHT ENOUGH ABOUT  THE CUSTOMER’S POINT OF VIEW
JBOSS EXAMPLE CUT THE DOWNLOAD RATE BY MORE THAN 10X PUT A REGISTRATION FORM ON THEIR WEB SITE BEFORE A FREE DOWNLOAD IMPACT
CONCERNS ,[object Object],[object Object],[object Object],[object Object],GET INSIDE YOUR  CUSTOMER’S HEAD
UNDERSTAND WHAT MOTIVATES THEM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CONCERNS MOTIVATIONS
CREATE A SOLUTION THAT ENTICES THEM  AND ADDRESS THEIR CONCERNS ,[object Object],[object Object],[object Object],CONCERNS ENTICE &  ADDRESS CONCERNS
JBOSS example -  FREE   open source software  -  downloaded   5 MILLION  times  -  selling documentation  $27,000  per month
JBOSS example NEEDED: a carrot to incent them to provide  an email address SOLUTION: give away the documentation  for free RESULT: 10,000 leads per month
EXAMPLE: DRIVING TRAFFIC TO YOUR WEB SITE ,[object Object],[object Object],[object Object],[object Object],[object Object],concerns
 
 
LESSONS FROM WEBSITE GRADER ,[object Object],[object Object],[object Object],[object Object],[object Object]
GOOD LINKAGE TO NEXT STEP
[object Object]
USING DATA TO DRIVE WEB TRAFFIC SYSOMOS: SOCIAL MEDIA MONITORING LEVERAGED THEIR DATABASE TO CREATE BLOG POSTS WITH DATA ON TOPICS OF CURRENT INTEREST: ,[object Object],[object Object],[object Object]
 
LED TO: SYSOMOS ARTICLES IN  ECONOMIST, NY TIMES WEB TRAFFIC TO READ THE FULL REPORT LEADS – IMPRESSED BY THE CAPABILITIES  OF THE SOFTWARE
GETTING CUSTOMERS TO SIGN UP FOR A TRIAL ,[object Object],[object Object],[object Object],concerns
RE-THINK THE PROCESS Source: Josh Porter – Designing for Social Traction CONVENTIONAL  APPROACH SIGN UP FOR TRIAL CONVERT TO CUSTOMER WOW! FIRST,  REGISTER LATER SIGN UP FOR TRIAL CONVERT TO CUSTOMER
 
1 2 3 4
PROBLEM: GETTING A MEETING
GETTING TO EXECUTIVE DECISION MAKERS TECHCRUNCH FOR INSURANCE CLAIMS
[object Object],[object Object],[object Object],[object Object],[object Object]
Build Trust Sell Sell First Contact First Contact Build Relationship
SELLING IS  10X EASIER… ONCE YOU HAVE ESTABLISHED  TRUST
YOUR BLOG CAN ESTABLISH TRUST… HOW?
EDUCATION INFORMATION ENTERTAINMENT WITH  ZERO  SELLING VALUABLE CONTENT
THE KEYS TO SUCCESS DEEP UNDERSTANDING OF YOUR CUSTOMER ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Combined with  OUT-OF-THE-BOX THINKING
APOLOGIES MY EXAMPLES ARE ALL SOFTWARE COMPANIES THIS APPLIES EQUALLY WELL IN OTHER BUSINESSES
FINALLY… LET’S GO BACK TO THE BEGINNING…
… AND INTRODUCE THREE NEW STEPS AT THE BEGINNING OF THE FUNNEL DESIGN PROCESS…
IDENTIFY IDENTIFY ALL THE PEOPLE INVOLVED IN THE PURCHASE DECISION 1
UNDERSTAND SKETCH OUT THEIR BUYING PROCESS AND CONCERNS AT EACH STAGE 2
ENTICE ADD THE STEPS TO ADDRESS THEIR BUYING PROCESS AND: ADDRESS THEIR CONCERNS  ENTICE THEM 3
SUMMARY
WE WENT FROM THIS: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
TO THIS… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
THE NINE STEPS 1.  IDENTIFY Identify people in purchase decision 2.  UNDERSTAND Address their buying process and concerns 3.  ENTICE Design actions to pull them through buying process & address concerns 4.  ALIGN Ensure funnel actions lead directly to sales 5.  LINK Link every funnel action to the next step 6.  AUTOMATE Use software to automate 7.  MEASURE Measure key funnel metrics 8.  ANALYZE Identify blockage points 9.  IMPROVE Brainstorm better enticements and ways to address concerns
CUSTOMER-CENTRIC  FUNNEL DESIGN SALES-DRIVEN  FUNNEL DESIGN TO A

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Build a Sales & Marketing Machine

  • 1. OPTIMIZE YOUR SALES & MARKETING FUNNEL PR Tradeshows Brand Advertising Email Marketing Sales Social Media Events Webinars
  • 2. PROBLEMS… HOW TO FIND SOLUTIONS … AND CREATE
  • 3. SALES FUNNEL EVERY BUSINESS HAS A Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Customers Customers Customers
  • 4. BUT EVEN IF YOU ARE MICROSOFT, CISCO, ORACLE, OR GOOGLE YOUR FUNNEL WILL HAVE BLOCKAGE POINTS Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects
  • 5. WE’RE GOING TO LOOK AT HOW TO AND IN THE IN THE PROCESS, HELP GREATLY INCREASE YOUR SALES FIND AND ELIMINATE THOSE BLOCKAGE POINTS Customers Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Customers Customers Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Customers Customers Customers Customers
  • 6. BUT FIRST LET’S LOOK AT SOME BEST PRACTICES FOR DESIGNING YOUR FUNNEL I CALL THIS “BUILDING A SALES & MARKETING MACHINE”
  • 7. WHAT IS A “ SALES & MARKETING MACHINE” ?
  • 8. PREDICTABLE INSTRUMENTED WITH GREAT METRICS COST OPTIMIZED SCALABLE AUTOMATED CLEARLY DEFINED LEVERS THAT YOU PULL TO MAKE IT GO FASTER SALES & MARKETING MACHINE 9
  • 9. BUILDING ONE OF THOSE? HOW DO YOU GO ABOUT
  • 11. BECAUSE 1, 2 AND 3 ARE NOT OBVIOUS SO WE WILL COME BACK TO THEM AT THE END AFTER WE HAVE SEEN WHY THEY ARE SO VALUABLE WHY 4 FIRST? 4
  • 12. ALIGN EVERY MARKETING ACTIVITY AROUND ONE GOAL… CREATING LEADS THAT HELP SALES CLOSE MORE DEALS ALIGN 4
  • 13. Brand Advertising PR Events Sales Trade shows Webinars Email Marketing Social Media CLOSED DEAL
  • 14. Blogging Social Media SEO SEM PR eMail Campaigns Webinars Sales CLOSED DEAL
  • 15. If it doesn’t create a lead, or directly contribute towards closing a sale, it doesn’t belong RULE NUMBER 1
  • 16. Brand Advertising PR Events Sales Trade shows Webinars Email Marketing Social Media CLOSED DEAL
  • 17.
  • 18. Brand Advertising PR Events Sales Trade shows Webinars Email Marketing Social Media CLOSED DEAL
  • 20.
  • 21. AN ORGANIZATIONAL STRUCTURE…
  • 22. YOUR CUSTOMER’S PURCHASING STAGES CONSIDERATION CLOSED DEAL AWARENESS PURCHASE
  • 23. AN ORGANIZATIONAL METAPHOR FOR THE KEY FUNNEL STAGES MIDDLE OF THE FUNNEL CLOSED DEAL TOP OF THE FUNNEL SALES
  • 24. WHAT IS TOP OF THE FUNNEL? customer is not aware they have a problem, or that your product category exists GENERATE AWARENESS customer has a problem and is looking for a solution GET FOUND
  • 25. WHAT IS TOP OF THE FUNNEL? GENERATE AWARENESS WEBSITE RAW LEAD
  • 26.
  • 27. WHAT IS THE MIDDLE OF THE FUNNEL? NURTURE QUALIFY MQL (MARKETING QUALIFIED LEAD)
  • 28.
  • 29. PROBLEM: SALES SAYS MARKETING ISN’T GIVING THEM ENOUGH LEADS SALES MARKETING SAYS THAT’S RIDICULOUS, I GAVE THEM A TON OF LEADS. THEY JUST DON’T FOLLOW UP ON THEM PROPERLY. MARKETING
  • 30. CAUSE: SALES CALLS A FEW UNQUALIFIED LEADS, AND FINDS THEY ARE WASTE OF TIME - THEY STOP CALLING THE REST OF THE LEADS SALES
  • 31. SOLUTION: GET AGREEMENT ON THE QUALIFICATION CRITERIA NEEDED TO BE ABLE TO PASS A LEAD ACROSS TO SALES (MQL) MARKETING
  • 32. SALES FURTHER QUALIFIES THOSE LEADS TO FIND OPPORTUNITIES SALES
  • 33. USING BANT B UDGET A UTHORITY N EEDS T IMING
  • 34. COMMON LEAD STATES RAW LEAD MQL (MARKETING QUALIFIED LEAD) OPPORTUNITY (SALES QUALIFIED LEAD) CLOSED DEAL
  • 36. AUTOMATE THE KEY FUNNEL STAGES CLOSED DEAL TOP OF THE FUNNEL CREATING AWARENESS & DRIVING TRAFFIC MIDDLE OF THE FUNNEL NURTURING & QUALIFYING SALES SELLING & CLOSING
  • 37. CLOSED DEAL TOP OF THE FUNNEL INBOUND MARKETING MIDDLE OF THE FUNNEL MARKETING AUTOMATION SALES CRM
  • 38. MEASURE "IF YOU CAN NOT MEASURE IT, YOU CAN NOT IMPROVE IT." - LORD KELVIN 7
  • 39. THE KEY METRICS VISITORS CAMPAIGNS TO DRIVE TRAFFIC TRIALS CLOSED DEALS CONVERSION % CONVERSION % OVERALL CONVERSION % (BY LEAD SOURCE)
  • 41. IDENTIFY YOUR BLOCKAGE POINTS
  • 42. HOW?
  • 43. WHAT IS STOPPING ME FROM INCREASING SALES BY 5X ?
  • 45. IN DIAGNOSING MANY FUNNEL BLOCKAGE POINTS, I HAVE FOUND THAT THERE IS A CLEAR PATTERN…
  • 46.
  • 47. IN OTHER WORDS… YOU DESIGNED YOUR FUNNEL THE WAY YOU HOPED IT WOULD WORK… BUT YOU MAY NOT HAVE THOUGHT ENOUGH ABOUT THE CUSTOMER’S POINT OF VIEW
  • 48. JBOSS EXAMPLE CUT THE DOWNLOAD RATE BY MORE THAN 10X PUT A REGISTRATION FORM ON THEIR WEB SITE BEFORE A FREE DOWNLOAD IMPACT
  • 49.
  • 50.
  • 51.
  • 52. JBOSS example - FREE open source software - downloaded 5 MILLION times - selling documentation $27,000 per month
  • 53. JBOSS example NEEDED: a carrot to incent them to provide an email address SOLUTION: give away the documentation for free RESULT: 10,000 leads per month
  • 54.
  • 55.  
  • 56.  
  • 57.
  • 58. GOOD LINKAGE TO NEXT STEP
  • 59.
  • 60.
  • 61.  
  • 62. LED TO: SYSOMOS ARTICLES IN ECONOMIST, NY TIMES WEB TRAFFIC TO READ THE FULL REPORT LEADS – IMPRESSED BY THE CAPABILITIES OF THE SOFTWARE
  • 63.
  • 64. RE-THINK THE PROCESS Source: Josh Porter – Designing for Social Traction CONVENTIONAL APPROACH SIGN UP FOR TRIAL CONVERT TO CUSTOMER WOW! FIRST, REGISTER LATER SIGN UP FOR TRIAL CONVERT TO CUSTOMER
  • 65.  
  • 66. 1 2 3 4
  • 68. GETTING TO EXECUTIVE DECISION MAKERS TECHCRUNCH FOR INSURANCE CLAIMS
  • 69.
  • 70. Build Trust Sell Sell First Contact First Contact Build Relationship
  • 71. SELLING IS 10X EASIER… ONCE YOU HAVE ESTABLISHED TRUST
  • 72. YOUR BLOG CAN ESTABLISH TRUST… HOW?
  • 73. EDUCATION INFORMATION ENTERTAINMENT WITH ZERO SELLING VALUABLE CONTENT
  • 74.
  • 75. APOLOGIES MY EXAMPLES ARE ALL SOFTWARE COMPANIES THIS APPLIES EQUALLY WELL IN OTHER BUSINESSES
  • 76. FINALLY… LET’S GO BACK TO THE BEGINNING…
  • 77. … AND INTRODUCE THREE NEW STEPS AT THE BEGINNING OF THE FUNNEL DESIGN PROCESS…
  • 78. IDENTIFY IDENTIFY ALL THE PEOPLE INVOLVED IN THE PURCHASE DECISION 1
  • 79. UNDERSTAND SKETCH OUT THEIR BUYING PROCESS AND CONCERNS AT EACH STAGE 2
  • 80. ENTICE ADD THE STEPS TO ADDRESS THEIR BUYING PROCESS AND: ADDRESS THEIR CONCERNS ENTICE THEM 3
  • 82.
  • 83.
  • 84. THE NINE STEPS 1. IDENTIFY Identify people in purchase decision 2. UNDERSTAND Address their buying process and concerns 3. ENTICE Design actions to pull them through buying process & address concerns 4. ALIGN Ensure funnel actions lead directly to sales 5. LINK Link every funnel action to the next step 6. AUTOMATE Use software to automate 7. MEASURE Measure key funnel metrics 8. ANALYZE Identify blockage points 9. IMPROVE Brainstorm better enticements and ways to address concerns
  • 85. CUSTOMER-CENTRIC FUNNEL DESIGN SALES-DRIVEN FUNNEL DESIGN TO A