ImprovingTopLineGrowth

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Ways to improve revenue at the top line

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  • 1) brand circle, 2) Assets, Articles etc circle, 3) Associations etc circle,  4) Dark green out circle 
  • ImprovingTopLineGrowth

    1. 1. Next Generation Strategiesto Improve Top-Line Growth October 30, 2012 xCopyright © Next Step. All Rights Reserved. www.nextstepgrowth.com
    2. 2. Today’s WorldCopyright © Next Step. All Rights Reserved. 2 www.nextstepgrowth.com
    3. 3. Why Do People Buy?Copyright © Next Step. All Rights Reserved. 3 www.nextstepgrowth.com
    4. 4. Question of Value Value to the customer delivered through: • Financial Value (makes money, ROI) • Operational Value (improves process) • People Value (increases productivity) • Contextual Value (makes decision maker happy) “The perceived worth of benefits received by the customer, in exchange for the total cost of an offering.”Copyright © Next Step. All Rights Reserved. 4 www.nextstepgrowth.com
    5. 5. Understand Your Target Market • Target customers’ needs, interests, desires, motivators • What are their alternatives? • How do they make choices? • Where and how do they look for recommendations? • What do they truly value?Copyright © Next Step. All Rights Reserved. 5 www.nextstepgrowth.com
    6. 6. Defining your value Your combined solution uniquely solves customer issues and provides value Customer Your Unique Solution Issue Value CompetitionCopyright © Next Step. All Rights Reserved. 6 www.nextstepgrowth.com
    7. 7. Marketing Outreach Social Media Web Associations Email Campaigns Customers Articles Case Studies Prospects Assets Brand Direct Mail Collateral Testimonials Partners Events PRCopyright © Next Step. All Rights Reserved. 7 www.nextstepgrowth.com
    8. 8. Lead Generation FunnelLead Nurturing Process Problem identification Branding, PR, advertising Inquiry Solution exploration (Suspect) Solution exploration Website, SEO, direct mail Solution selection Solution selection Lead Events, seminars, trade shows, webinars (Prospect) Inbound telephone/email/web inquiries Vendor selection Sales-Ready Lead Lead nurturing opt-in email Sales Process Engage Qualified Prospect Sales calls, meetings Customer Follow-up/close Copyright © Next Step. All Rights Reserved. 8 www.nextstepgrowth.com
    9. 9. Measuring Lead Generation Activity Measurement Events (Actual / virtual) Response to follow up Email communications Open rates, click through rates, replies Telemarketing Lead or meeting quality Direct Mail Meetings scheduled Website / SEO Qualified inquires Social Media Awareness, qualified inquires Source: Marketing Sherpa and Aberdeen ResearchCopyright © Next Step. All Rights Reserved. 9 www.nextstepgrowth.com
    10. 10. Are they Ready or Old?Copyright © Next Step. All Rights Reserved. 10 www.nextstepgrowth.com
    11. 11. Movements of Leads from Marketing to Sales Lead is Lead is attracted nurtured Lead is and until it is Sales closes delivered Acquired sales-ready the sale to Sales ------------------------ ----------------------- SEO Marketing Email Campaign Telemarketing Event Telesales Referral Inside SalesCopyright © Next Step. All Rights Reserved. 11 www.nextstepgrowth.com
    12. 12. Sample Lead Nurturing Track Initial Introductory telephone call Contact Follow-up email message with link to online demoTouchpoint 1 Email message with third-party article about relevant subject Invitation to webinar or seminarTouchpoint 2 Follow-up telephone callTouchpoint 3 Email message with link to relevant white paper Email with link to relevant podcast or webcastTouchpoint 4 Follow-up telephone callTouchpoint 5 Email message with third-party article about relevant subjectTouchpoint 6 Invitation to trade show or workshopCopyright © Next Step. All Rights Reserved. 12 www.nextstepgrowth.com
    13. 13. Next Step Delivers Results Sales Effectiveness Employee Productivity “Thanks to Next Step we now have the right team, sales process and marketing resources in place for peak performance despite the current economic conditions.” Amir Zoufonoun CEO Exalt CommunicationsCopyright © Next Step. All Rights Reserved. 13 www.nextstepgrowth.com
    14. 14. What You Can Do Now 1. Define unique value for your ideal target market 2. Execute and measure lead gen and nurturing 3. Ensure supply chain and workforce sustainability 4. Build innovation into all activities 5. Plan for strong top and bottom line growth in ‘13Copyright © Next Step. All Rights Reserved. 14 www.nextstepgrowth.com
    15. 15. Questions?Copyright © Next Step. All Rights Reserved. 15 www.nextstepgrowth.com
    16. 16. Next Generation Strategiesto Improve Top-Line Growth Willam J. Browne Jennifer Vessels Manex Consulting Next Step 1.925.807.5103 1.650.361.1902wbrowne@manexconsulting.com jvessels@nextstepgrowth.com www.manexconsulting.com www.nextstepgrowth.com xCopyright © Next Step. All Rights Reserved. www.nextstepgrowth.com

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