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Lead Gen & Customer Conversions - Filling the Funnel and Getting Revenue


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This presentation gives a high level overview of funnel theory then dives into methods to fill, convert, and enhance your revenue funnel. It finishes with some tips and lessons learned.

Published in: Business, Technology

Lead Gen & Customer Conversions - Filling the Funnel and Getting Revenue

  1. 1. Lead Generation & Customer Conversions:Filling The Funnel and Getting Revenue Joe Gelata February 29, 2012
  2. 2. Agenda• Intro & Definitions• Funnel Theory• Filling the Funnel• Converting the Funnel• Improving the Funnel• Rules of the Road
  3. 3. Introduction• Who am I? – Sales, Marketing, and Operations – Late-stage Start-ups to Enterprise and Agency – Technology, Finance, Legal, Retail… – Local to Global – Focus on process management and technology to drive revenue • CRM, Marketing Automation, BI, RPM
  4. 4. Definitions• Revenue Engine: systems and processes that drive revenue from suspect to deal close• Funnel: a group of measurable stages within a process, each further qualifying a prospect• Demand Gen: creating demand for your offering• Lead Gen: process of capturing leads• Lead Management: process of converting a lead to a sale• KPI: Key Performance Indicator• RPM: Revenue Performance Management
  5. 5. Funnel TheoryThe Old & The New
  6. 6. Funnel Theory• Metaphor to illustrate the top-down stages of the revenue process• Top is high volume but lightly qualified• Bottom is low volume but highly qualified• Goal is to push max volume to the bottom
  7. 7. Sales• 1:1 communication• Qualified Prospect• Many Sales Models• CRM Technology
  8. 8. Lead Generation • 1:N communication • Inbound & Outbound • Lead acquisition and initial qualification • Marketing Automation
  9. 9. Demand Generation • N:N communication • Inbound • Social interaction • Initial touch point • Social CRM
  10. 10. Funnel Theory• Is the funnel dead? – Probably (time for a new logo!) – BUT the basic theory still applies – It can help simplify your processes
  11. 11. The Traditional Funnel
  12. 12. The New Funnel
  13. 13. The New Funnel• The revenue lifecycle is no longer linear• Prospects can enter/exit at any point and travel backwards• The stages are shifting
  14. 14. Stage Interaction • Marketing does more qualification • Social influence grows • Social > Lead Gen • Lead Gen > Sales
  15. 15. Funnel Tips• Match stages to customers buying habits• Make sure you can track the stages• Map activity at each stage to its goal• Document your stages and processes
  16. 16. Filling the Funnel More In, More Out
  17. 17. Filling the Funnel• Goal: – Drive prospects into the funnel• Result: – More leads in = more revenue out
  18. 18. Social Acquisition • Find and join the conversation – Facebook, LinkedIn, Twitter, Blogs, Forms, Communities • Use relevant content to get attention • Cheap but time consuming • Content creation – Rule of 7
  19. 19. Lead Generation • Also content driven • Map content to funnel stage • Trade for contact info – “Contact Knowledgebase” • Campaign Offers: – Webinars – Whitepapers – Downloads & Trials – Seminars, Conferences, an d Tradeshows – etc.
  20. 20. Lead Generation • Inbound and Outbound Channels – SEO – PPC – Advertising – Email – Direct Mail – Telemarketing – Partnerships
  21. 21. Sales• Cold/Warm Calling• Referrals• Existing Customers
  22. 22. Converting the FunnelKeeping the Pipeline Flowing
  23. 23. Converting the Funnel• Goal: – Push prospects through the funnel• Result: – More conversions = more revenue
  24. 24. Demand Conversion • Create enough interest to drive prospects to Lead Gen stage – Solid messaging – Interesting content • Provide clear and easy path – Links to website, high value content, contact info
  25. 25. Lead Conversion • Collect contact info • Qualify leads – Type of content consumed – Lead Scoring • Educate prospects • Nurture them until sales ready
  26. 26. Sales Conversion • Remove purchasing obstacles • Guide prospect through purchase decision • Final conversion to revenue
  27. 27. Improving the Funnel RPM 101
  28. 28. Importance of OptimizationSource: Sirius Decisions, courtesy of Eloqua
  29. 29. RPM• A discipline that optimizes the revenue engine• Complex process but basic concept is valid anywhere• Eloqua: “A systematic approach to identifying the drivers and impediments to revenue, rigorously measuring them, and then pulling the economic levers that will optimize top line growth”
  30. 30. RPM Implementation• Focus on KPIs – Campaign Attribution (ROI) – Time in Stage (Velocity) – Funnel Leakage – Size of Funnel (Reach) – Rejection Reasons – Weighted Pipeline (Value) – Total Revenue Conversion
  31. 31. RPM ResultsRevenue Growth2007 to 2010•S&P 500: 15%•Eloqua Customers: 34%•RPM Users: 58%
  32. 32. Rules of the Road Beware of Potholes
  33. 33. Rules of the Road• Keep it simple / Don’t boil the ocean• Process first, then technology• Beware of best practices• Experiment and monitor• Focus on KPI’s, not metrics
  34. 34. SummaryAlmost there!
  35. 35. Summary• Funnel Theory• Filling the Funnel• Converting the Funnel• Improving the Funnel
  36. 36. Questions
  37. 37. Contact Joe