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Kiwi Landing Pad - Full Funnel Marketing Presentation

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Preso deck from Kiwi Landing Pad marketing group, July 26, 2017

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Kiwi Landing Pad - Full Funnel Marketing Presentation

  1. 1. How to Engage, Nurture and Close More Prospects with Full-Funnel Marketing Matt Heinz President, Heinz Marketing @heinzmarketing matt@heinzmarketing.com
  2. 2. Housekeeping Copy of this deck Offers for you  Full Funnel Marketing – the BOOK  Modern Marketer’s Field Guide  Matt’s award-winning* smoked bacon recipe Send me an email (matt@heinzmarketing.com) noting what you want
  3. 3. Profit Center Marketing
  4. 4. Or keep doing the alternative:
  5. 5. Sales & marketing = the same objective
  6. 6. Five keys to full-funnel marketing Do the math (quantify what success looks like)1 Create a clear customer profile2 Map the sales and buying process3 Embrace revenue responsibility4 How will you measure it?5
  7. 7. Calculating what you need Assumptions Meaghan ASP $65,000 Jennifer ASP $75,000 John ASP $80,000 Opp/Close % 25.0% Lead/Opp % 5.0% Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Meaghan Sales # 1 1 2 3 2 4 Jennifer Sales # 1 2 2 2 2 2 John Sales # 1 1 1 1 2 1 Total Sales # 2 3 4 5 4 7 Meaghan Sales $ $65,000 $65,000 $130,000 $195,000 $130,000 $260,000 Jennifer Sales $ $75,000 $150,000 $150,000 $150,000 $150,000 $150,000 John Sales $ $75,000 $75,000 $75,000 $75,000 $150,000 $75,000 Total Sales $ $215,000 $290,000 $355,000 $420,000 $430,000 $485,000 Meaghan Pipeline # 4 4 8 12 8 16 Jennifer Pipeline # 4 8 8 8 8 8 John Pipeline # 4 4 4 4 8 4 Total Pipeline # 12 16 20 24 24 28 Meaghan Pipeline $ $260,000 $260,000 $520,000 $780,000 $520,000 $1,040,000 Jennifer Pipeline $ $300,000 $600,000 $600,000 $600,000 $600,000 $600,000 John Pipeline $ $300,000 $300,000 $300,000 $300,000 $600,000 $300,000 Total Pipeline $ $860,000 $1,160,000 $1,420,000 $1,680,000 $1,720,000 $1,940,000 Meaghan Leads 80 80 160 240 160 320 Jennifer Leads 80 160 160 160 160 160 John Leads 80 80 80 80 160 80 Total Leads 240 320 400 480 480 560
  8. 8. Enumerating needs by role Audience Drivers Pain Points Value Propositions (bullet points) Key Messages Vertical #1 CEO IT/CIO CFO CMO Audience Drivers Pain Points Value Propositions (bullet points) Key Messages Vertical #2 CEO
  9. 9. One slide to rule them all
  10. 10. Only two sales stages matter
  11. 11. Only two sales stages matter
  12. 12. The buyer’s journey Loosening of the status quo Committing to change Exploring possible solutions Committing to a solution Justifying the decision Making the selection BUYER’S JOURNEY DISCOVERY CONSIDERATION DECISION
  13. 13. Leads & Opportunities Stage Definition Sales Next Step(s) Marketing Next Step(s)Leads Open/Not Attempted New lead, has not been attempted or contacted by sales Begin follow-up to get on the phone live to qualify as opportunity Provide scripts and response offers as needed to increase call-backs Attempting to Contact Sales has begun the process of following the lead follow-up process to reach the prospect live Continue follow-up attempts via phone, email, "zero out" to reach prospect live Provide scripts and response offers as needed to increase call-backs Interested Prospect has expressed interest in ABC Company and/or achieving better results, and is interested in learning more; full qualification criteria intent/purchase timeline still unknown Once prospect has been qualified, either move into a "Qualified" opportunity or move to Nurture (if timeline is long-term or undetermined) Provide collateral, case studies and other information as needed to help prospect determine sales intent Nurture Prospect is interested, but there is no near-term opportunity to buy (prospect may have other immediate priorities, or may just need more time to consider interest/intent) no action Drip marketing to prospect 1-2 times per month with value-added offers, until they're ready to engage in a short-term buying cycle again Unresponsive Haven't been able to get ahold of prospect after repeated attempts no action Drip marketing to prospect 1-2 times per month with value-added offers, until they're ready to engage in a short-term buying cycle again No Further Action Lead is not a qualified prospect no action no action Opportunities Qualified Prospect has a need & budget, and is actively evaluating solutions Get demo commitment, plan next steps and timeline to buy (or at least make decision) with prospect Provide additional support tools as needed (case studies, etc.) to help accelerate prospect interest and buying cycle Presentation & Demo Demo has been scheduled or completed; working through objections & questions Get permission to present formal proposal Provide additional support tools as needed (case studies, etc.) to help accelerate prospect interest and buying cycle Proposal Formal proposal is in process or has been delivered outlining terms, services, fees Get verbal commitment to buy pending finalization of terms no action Negotiation Prospect has verbally agreed to do business; both sides are working through final legal/term/service/fee details Sign, seal and return baby! no action Close Agreement has been signed and returned victory lap no action Closed Lost Opportunity has stalled indefinitely or is dead no action Drip marketing to prospect 1-2 times per month with value-added offers, until they're ready to engage in a short-term buying cycle again
  14. 14. A direct line to revenue growth 80% 68% 56% 44% 36% 0% 20% 40% 60% 80% 100% Highly Moderately minimally ineffective None 5 ACHIEVING Revenue Goals by Degree of Integration Between Key Sales & Marketing Systems
  15. 15. Marketing plan in 5 questions What/who are your targets?  Direct & indirect users, influencers  Address entire buyer ecosystem 1 What do they care about? What outcome are they seeking?2 Where do you find them?3 What or who influences them?4 How do they want to engage and (eventually) buy?5
  16. 16. The buyer progression Solution Problem/ Pain Objective/ Outcome
  17. 17. How to develop a “strategic plan”
  18. 18. Creating Traction
  19. 19. Competing against your future self
  20. 20. Questions your CEO should be asking Show me your model1 What problem are you solving and for whom?2 Who is your target customer and why?3 What is your sales process?4 Who is selling for you and how are you measuring & managing them?5 How are you going to generate leads?6 How are you going to decrease acquisition costs over time?7
  21. 21. Housekeeping  Copy of this deck  Offers for you  Modern Marketer’s Field Guide  Full Funnel Marketing the BOOK  Matt’s award-winning* smoked bacon recipe  Send me an email (matt@heinzmarketing.com) noting what you want
  22. 22. Thank you! Matt Heinz President, Heinz Marketing @heinzmarketing matt@heinzmarketing.com

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