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Rethinking the funnel - DMA 2014

For many years, marketers have used the framework of the "sales funnel". But, in the today's business environment, the traditional sales funnel has become obsolete. Customer journeys are increasingly complex for marketers to understand and vary dramatically by industry, by company, by function and by individual. The traditional funnel is actually more like a cocktail shaker. The customer gets dumped in, swirls around in information for a period of time and then gets poured out. For marketers, this creates both challenges and opportunities that will be discussed during this session.

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Rethinking the funnel - DMA 2014

  1. 1. Rethinking the Sales Funnel Jeff Perkins VP of Marketing and Inbound Sales PGi October 2014
  2. 2. PGPi Gi
  3. 3. ABOUT ME Pic of kids #DMA14 @jeffperkins8
  4. 4. @jeffperkins8 www.linkedin.com/in/jeffperkins1 www.slideshare.net/JeffPerkins1 SingleMindedProposition.com #DMA14 @jeffperkins8
  5. 5. #DMA14 @jeffperkins8
  6. 6. WE LOVE ACKROYNMS! NPS LTV BOFU #DMA14 @jeffperkins8 SEO PPC CPC CPA CPM SAL MQL CRM MOFU BR SQL TOFU TOFU CTA CLV KPI ROI RT SLA
  7. 7. TRADITIONAL SALES FUNNEL #DMA14 @jeffperkins8
  8. 8. #DMA14 @jeffperkins8
  9. 9. Source: 2009 J. D. Power & Associates Web Site Performance Study Three months from purchase: 2.3 Five months from purchase: 2.0 During the month of purchase: 3.5 How many cars do you consider while shopping? #DMA14 @jeffperkins8
  10. 10. #DMA14 @jeffperkins8
  11. 11. A Tale of 3 Buyers Customer #2 Entrepreneur starting a new business • Visited PGi.com. • Talked to a rep 12 times over 3 months. • Eventually did a trial. • Signed up for 1 license. Customer #1 VP of a mid size company • Signed up online for a free trial. • A week later downloaded an eBook. • A week later called a rep to sign up for 5 licenses. Customer #3 Mid-level manager of a small company • Visited PGi.com. • Did an online chat with a rep. • Signed a 10 license deal the same day. #DMA14 @jeffperkins8
  12. 12. Real buyers are not “personas”. They bring their own style and sensibilities to the purchase process. #DMA14 @jeffperkins8
  13. 13. IS THE FUNNEL DEAD? #DMA14 @jeffperkins8
  14. 14. #DMA14 @jeffperkins8
  15. 15. You Want the Truth? Every customer journey has a beginning and an end. But what customers do during the “middle” is often complicated and unpredictable. #DMA14 @jeffperkins8
  16. 16. The Sales “Cocktail Shaker” #DMA14 @jeffperkins8
  17. 17. WHERE DO WE GO NOW? #DMA14 @jeffperkins8
  18. 18. 4 keys to success in the “Cocktail Shaker” 1. Rethink your digital presence 2. Engage online 3. Enable a chose your own adventure journey for your customers 4. Be Responsive #DMA14 @jeffperkins8
  19. 19. 4 keys to success in the “Cocktail Shaker” 1. Rethink your digital presence 2. Engage online 3. Enable a chose your own adventure journey for your customers 4. Be Responsive #DMA14 @jeffperkins8
  20. 20. THE GOOD OLD DAYS #DMA14 @jeffperkins8
  21. 21. Only 2% of cold calls result in an appointment (Source: Leap Job) 3% of emails result in a click (Source: Mail Chimp) #DMA14 @jeffperkins8
  22. 22. YOUR CUSTOMERS JUST AREN’T THAT INTO YOU #DMA14 @jeffperkins8 22
  23. 23. Your prospects are 70% of the way through the sales process before they engage a rep. #DMA14 @jeffperkins8
  24. 24. WHAT ARE THEY DOING 70%OF THE TIME? #DMA14 @jeffperkins8
  25. 25. ONLINE RESEARCH #DMA14 @jeffperkins8 Source: Google & Compete B2B Customer Study June 2013
  26. 26. MEET YOUR NEW SALES REP #DMA14 @jeffperkins8
  27. 27. 4 keys to success in the “Cocktail Shaker” 1. Rethink your digital presence 2. Engage online 3. Enable a chose your own adventure journey for your customers 4. Be Responsive #DMA14 @jeffperkins8
  28. 28. #DMA14 @jeffperkins8
  29. 29. #DMA14 @jeffperkins8
  30. 30. 80% of your online visitors will watch a video, while only 20% will actually read content in its entirety. People are 64% more likely to buy a product after watching a video. http://www.digitalsherpa.com/blog/25-amazing-video-marketing-statistics/ #DMA14 @jeffperkins8
  31. 31. #DMA14 @jeffperkins8
  32. 32. #DMA14 @jeffperkins8
  33. 33. #DMA14 @jeffperkins8
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  35. 35. #DMA14 @jeffperkins8
  36. 36. Better Engagement. Better Results. Pages with video dive higher conversions #DMA14 @jeffperkins8
  37. 37. #DMA14 @jeffperkins8
  38. 38. A/B Testing to improve conversions #DMA14 @jeffperkins8
  39. 39. 4 keys to success in the “Cocktail Shaker” 1. Rethink your digital presence 2. Engage online 3. Enable a chose your own adventure journey for your customers 4. Be Responsive #DMA14 @jeffperkins8
  40. 40. #DMA14 @jeffperkins8
  41. 41. #DMA14 @jeffperkins8
  42. 42. #DMA14 @jeffperkins8
  43. 43. #DMA14 @jeffperkins8
  44. 44. #DMA14 @jeffperkins8
  45. 45. #DMA14 @jeffperkins8
  46. 46. #DMA14 @jeffperkins8
  47. 47. #DMA14 @jeffperkins8
  48. 48. #DMA14 @jeffperkins8
  49. 49. 4 keys to success in the “Cocktail Shaker” 1. Rethink your digital presence 2. Engage online 3. Enable a chose your own adventure journey for your customers 4. Be Responsive #DMA14 @jeffperkins8
  50. 50. If you follow up with web leads within 5 minutes, you’re 9 times more likely to convert them. Source: InsideSales.com #DMA14 @jeffperkins8
  51. 51. 1. Rethink your digital presence 2. Engage online 3. Enable a chose your own adventure journey for your customers 4. Be Responsive #DMA14 @jeffperkins8
  52. 52. DMA SHOW DISCOUNT JEFF.PERKINS@PGI.COM #DMA14 @jeffperkins8
  53. 53. THANK YOU Jeff Perkins VP of Marketing and Inbound Sales PGi October 2014

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