When Inbound Marketing and Automation Make a Great Team (#OMS12)

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Presented by Greg Head (@gregheadaz) from Infusionsoft at Online Marketing Summit in San Diego.

Download the PCL Workbook at http://www.infusionsoft.com/pcl

Published in: Business, Technology

When Inbound Marketing and Automation Make a Great Team (#OMS12)

  1. 1. When Inbound Marketing and Automation Make a Great Team @GregHeadAZ
  2. 2. What the headlines are saying… “Email is dying.” “Automated email is robotic.”“Inbound marketing produces “Why marketing automation fails.” too many unqualified leads.” “Social media is THE way to get new customers.”
  3. 3. Tools + Tactics - Strategy =
  4. 4. Integrateyour inbound & marketing automation strategies
  5. 5. Be a team
  6. 6. Inbound marketing is like fishing
  7. 7. Know where your target market is
  8. 8. Understand your target market Wants & DesiresWhat Questions do they have? Who are the Influencers? Fears & Pains Demographics What is the buying process?
  9. 9. Use theright bait
  10. 10. Examples: Ebooks Free Reports Video Educational Events Blog PostsPresentations Interactive Tools Checklists Podcast Survey Live Event Teleseminar Guides Product Demo Webinar
  11. 11. Use the right bait Use theright content
  12. 12. Don’t just CATCH-AND-RELEASECATCH-AND-FOLLOW UP
  13. 13. Email is still the inner sanctum
  14. 14. Email is still the #1 method H OW D O YOU P RE F E R TO H EA R % OF ABOUT SALES AND PROMOTIONS? RESPONDENTS Promotional emails 64% This company’s website 21% Postal mail 25% Don’t want communications 50% Television 10% Social media websites (Facebook, Twitter, YouTube) 8% Mobile phone text messages or alerts 5% Radio 3% Other 2%*ForeSee Results
  15. 15. Just because you’ve captured a lead and can now send them email,doesn’t mean you’ve earned the right TO SELL
  16. 16. It’s about beingTargeted Relevant Building a relationship Timely Personalized To create goodwill, educate, and convert
  17. 17. Behavior, trigger-based actions.
  18. 18. Three Black Holes 1 2 3 LOST LOST LOSTTRAFFIC LEADS CUSTOMERS
  19. 19. It’s aboutBuilding a process
  20. 20. A Framework for business growth strategyintegrating lead gen and lead management
  21. 21. the PCLPerfect Customer Lifecycle
  22. 22. There are Stages
  23. 23. Framework for your plan: The Perfect Customer LifecycleAttract Capture Nurture Convert Deliver Upsell GetTraffic Leads Prospects Sales & Satisfy Customers Referrals
  24. 24. the PCL Map out the plan Attract Capture Nurture Convert Deliver Upsell Get Traffic Leads Prospects Sales & Satisfy Customers Referrals AD + + + +
  25. 25. Example – Financial Planner
  26. 26. Example M.A.P.
  27. 27. the PCL Traffic Attraction Strategies Attract Capture Nurture Convert Deliver Upsell Get Traffic Leads Prospects Sales & Satisfy Customers Referrals 1 Content is king (blog posts, videos, etc.) / Social media / Online Marketing (PPC, SEO) / Referrals, Partners
  28. 28. the PCL Lead Capture Strategies Attract Capture Nurture Convert Deliver Upsell Get Traffic Leads Prospects Sales & Satisfy Customers Referrals 2 Opt-in for free report, video, premium content, etc. / Request a quote, get a demo, free trial Offers, coupons, contests / Attend live event, webinar, teleseminar
  29. 29. the PCL Lead Nurture Strategies Attract Capture Nurture Convert Deliver Upsell Get Traffic Leads Prospects Sales & Satisfy Customers Referrals 3 Create custom campaigns for hot, warm and cold leads / Personalization is key Make every message relevant, useful
  30. 30. Did you know? % of deals that close % of calls acompany makes It takes an average of five sales calls to close a deal, but most salespeople give up after just one or two calls
  31. 31. the PCL Sales Conversion Strategies Attract Capture Nurture Convert Deliver Upsell Get Traffic Leads Prospects Sales & Satisfy Customers Referrals 4 Automate sales stage communications / Proactively handle objections Provide supporting evidence
  32. 32. the PCL Wowing Customer Strategies Attract Capture Nurture Convert Deliver Upsell Get Traffic Leads Prospects Sales & Satisfy Customers Referrals 5 Welcome customers (make it personal & relevant) / Be systematic about quality delivery Measure satisfaction and take action
  33. 33. the PCL Upsell Strategies Attract Capture Nurture Convert Deliver Upsell Get Traffic Leads Prospects Sales & Satisfy Customers Referrals 6 Upsell or cross sell later in the relationship Offer upsell products during checkout
  34. 34. the PCL Referral Strategies Attract Capture Nurture Convert Deliver Upsell Get Traffic Leads Prospects Sales & Satisfy Customers Referrals 7 Ask for referrals – and track them / Partners, customers, networking Testimonials and social promotion
  35. 35. Map your PCL WRITE DOWN YOUR KEY TACTICS AND WORKFLOW ACROSS THE ENTIRE LIFECYCLE IDENTIFY THE KEYPICK THE TOOLS TO DOWNLOAD THE TEMPLATE HOLES ANDACCOMPLISH YOUR AND WORKBOOK AT: OPPORTUNITIES IN GOALS WWW.INFUSIONSOFT.COM/PCL YOUR FUNNEL DON’T GET BOGGED DOWN WITH TACTICS THAT DON’T DRIVE STRATEGY
  36. 36. Let us know how we can help @GregHeadAZ @Infusionsoft

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