Become a MOFU Ninja (Middle-of-the-Funnel)

IT’S TIME TO

TRANSFORM
YOUR MARKETING
Becoming a MOFU Ninja

The Art of Guiding Prospects from Awareness to Consideration

Reed Overfelt, CEO – FullQuota

Your customers purchase
in stages
Consideration

Purchase

CLOSED
DEAL
Awareness

An organizational model for
your marketing and sales
Middle of the Funnel

Bottom of the Funnel

CLOSED
DEAL
Top of the Funnel

What is the top of the funnel?
GET
FOUND

GENERATE
AWARENESS

SALES
PROSPECT

Creating, optimizing, and
promoting exceptional and
unique content are the keys
to the top of the funnel.
Great content is rewarded by your
buyers and search engines alike.

“MOFU
is where the
beef is”

What is the middle of the funnel?
CONVERT

NURTURE

QUALIFY

SALES
OPPORTUNITY

The middle of the funnel is
all about converting traffic
into prospects, nurturing
those prospects into leads,
and then qualifying those
leads into sales-qualified
opportunities.

Up to 75% of marketing gets lost in
the middle-of-the funnel.

Most leads
should never
be passed over
to sales.

< 25% of Leads Are Sales Ready

are

n

s

✗

Sales says “Marketing isn’t

creating enough leads.”

Marketing
says:
“That is crazy! We
give you tons of leads.
You just don’t follow
up on them properly!”

Sales calls a few
unqualified leads and
finds they are a waste of
time – then they stop
calling the rest of the
leads.

Step #1

Get agreement on
the different states
of a lead.

10%
LEAD

20%
OPPORTUNITY

Sales

Step #2

Get agreement on
the qualification
criteria needed to
pass a lead from
marketing to sales.

There are two basic components you need to
consider when qualifying a prospect.

+

Implicit scoring components

BEHAVIOR

RECENCY

FREQUENCY

Implicit buyer behaviors …
Behaviors

Score

Submits “Contact me” form

+15

Visits pricing pages

+10

Watches product demos

+5

overview demo

+10 detailed demo
Downloads late-stage eBook

+5

Visits blog > 30 times

+5
Implicit Score

+50

Explicit scoring components

BANT

•
•
•
•

Budget
Authority
Need
Timing

DEMOGRAPHICS

• Company Type
• Company Size
• Industry

Explicit buyer attributes …
Attribute

Value

Score

Budget

Yes

+10

Authority

Decision maker

+10

Need

Identified, needs better visibility and reporting

+10

Timeline

Identified, less than 3 months

+10

Title

CFO

+15

Industry

Professional Services, IT Consulting

+10

Company Size

$50M

+5
Total Score

+70

Which leads are ready for sales?
Implicit Score
50+

50+

A

24-50

B

0-25

C

0

D

0-25

0

1

Explicit Score

24-50

2

3

4

Step #3

Set up a series of
gates and scores
required to move
through each stage
of your pipeline.

of
50 Points =
It’s a Lead

100 Points =
It’s Ready for
Sales

10%

20%

LEAD

OPPORTUNITY

SALES

Step #4

Set up a dedicated
lead management
engine to nurture prospects
into leads and then qualify leads
into sales ready opportunities.

1
Nurturing prospects
into leads

Nurturing is all about
guiding prospects from
general awareness to
actively considering your
products and services.

Creating, optimizing,
and promoting
exceptional and unique
content are also the
keys to nurturing
prospects into leads

Remember! Your buyer has changed.

Disclaimer: Use of social media company icons is for instructional purposes only and in no
way implies an association or partnership with any of the individual companies, or approval,
sponsorship, or endorsement by any of the individual companies.

Here are 8 simple steps for
setting up a basic content
nurture program …

1 Understand
your target
buyer
persona!

Understand what motivates them
 Want to solve a problem
 Education

 Data/informational reports
 Recommendation from a peer

 Meeting other people like them that
have insights to share

2 Outline the

basic buying
cycle of your
buyer.

?

AWARENESS

?

CONSIDERATION

?

PURCHASE

PIPELINE STAGE
BUYER’S OBJECTIVE

Awareness (TOP)

Prospect knows there’s a problem
that needs to be solved

Consideration (MIDDLE)

Purchase (BOTTOM)

FOLLOW
DOWNLOAD
PARTICIPATE
INQUIRE

ENGAGE

Prospect recognizes a need for a
solution like yours

Prospect seeks solution to their
need; ready to buy

VAGUE NOTION
OF ‘POSSIBLE’
SOLUTION
INTERESTED IN
A SOLUTION

RESEARCHING
VENDORS

EVALUATING
PRODUCTS

NARROWING
FIELD

REFERENCE
CHECK

NEGOTIATING

PURCHASE

KEY OUTCOMES
SUBSCRIBE
OPEN
VIEW
SHARE

3 Map your

content to the
buying cycle.

PIPELINE STAGE
BUYER’S OBJECTIVE

Awareness (TOP)

VAGUE NOTION
OF ‘POSSIBLE’
SOLUTION

ARTICLES

solution like yours

Purchase (BOTTOM)
need; ready to buy

TREND
REPORTS

INTERESTED IN
A SOLUTION


RESEARCHING
VENDORS

Q&A
EBOOK

Q&A
WEBINARS

STEP-BY-STEP
EBOOK

STEP-BY-STEP
WEBINAR

FAQ
SHEETS

DEMO
VIDEOS

FEATURE
GUIDES

CASE
STUDIES

ANALYST
REPORTS

TESTIMONIALS

eNEWSLETTER

EVALUATING
PRODUCTS

NARROWING
FIELD

REFERENCE
CHECK

NEGOTIATING

DEMOS

CUSTOMER

DATA
SHEETS

ROI

CALCULATORS

PURCHASE
CHECKLISTS

KEY OUTCOMES
SUBSCRIBE
OPEN
VIEW
SHARE

FOLLOW
DOWNLOAD
PARTICIPATE
INQUIRE

ENGAGE

PRICE
GUIDES

4 Pick one piece
of content for
each stage of
the buying
cycle.

PIPELINE STAGE
BUYER’S OBJECTIVE

Awareness (TOP)

VAGUE NOTION
OF ‘POSSIBLE’
SOLUTION

ARTICLES

solution like yours

Purchase (BOTTOM)
need; ready to buy

TREND
REPORTS

INTERESTED IN
A SOLUTION











RESEARCHING
VENDORS

Q&A
EBOOK

Q&A
WEBINARS

STEP-BY-STEP
EBOOK

STEP-BY-STEP
WEBINAR

FAQ
SHEETS

DEMO
VIDEOS

FEATURE
GUIDES

CASE
STUDIES

ANALYST
REPORTS

CUSTOMER
TESTIMONIALS

eNEWSLETTER

EVALUATING
PRODUCTS

NARROWING
FIELD

REFERENCE
CHECK

NEGOTIATING

PURCHASE

DATA
SHEETS

DEMOS

ROI

CALCULATORS

CHECKLISTS

KEY OUTCOMES
SUBSCRIBE
OPEN
VIEW
SHARE

FOLLOW
DOWNLOAD
PARTICIPATE
INQUIRE

ENGAGE

PRICE
GUIDES

5 Create a targeted

email for each
piece of content in
the buying cycle

What is it?
Clear call-to-action

Image

CTA button

What will I learn?

6 Create a targeted

landing page for
each piece of
content in the
buying cycle

Landing Page – Visitor gets to this page by clicking on
an email link

What is it?
What do they get?
Who’s it for?
Basic contact info

Thank You Page – Page visited once visitor submits
form

Download link
Share buttons

Call-to-Action #1

Call-to-Action #2

7 Setup a

schedule for
sending the
emails.

People process information
better in bite-sized chunks.

Schedule your content a little bit
at a time…
Nurture Progression

Schedule

Outcome

Email industry trend report

Day 1

Open, share

Send weekly e-newsletter

Day 7

Open

Send personal invitation to attend industry trend webinar

Day 10

Attend


Day 14

Open


Day 21

Open

Send link to recorded industry trend webinar

Day 25

View


Day 28

Open

Email Q&A eBook Report

Day 30

Download


Day 35

Open

Send personal invitation to attend Q&A webinar

Day 40

Attend


Day 42

Open

Send link to recorded Q&A webinar

Day 55

View

Personal invitation to attend product demo webinar

Day 60

Attend, Convert

When Users Report Reading Email

Send emails in the morning
to boost opens.
Specifically, Wednesdays at 6am!

Only score the campaign!
• Remember: Every action adds to the

prospect’s score and moves them closer
to becoming a lead.

• Don’t automate. Yet.

Get it right first. Then automate.

2
Qualifying leads into sales
ready opportunities

Qualifying is all about
contacting, scoring and
converting leads into sales
ready opportunities – or not!

Inside sales teams
are uniquely effective
at contacting leads
and qualifying
them into sales
opportunities.

It takes between 3 and 8
touches – including phone
calls and emails – to contact
a prospect.

Inside Sales reps spend
over 71% of their time
interacting with
customers
(vs. <41% for field sales reps)

Inside Sales reps conduct
8 customer interactions
for every field rep’s
1 interaction.

You need to set up (or rent!) a

Dedicated inside sales lead
qualification program

Here are 4 simple steps
for setting up a basic
lead qualification
program …

1 Create a tele blitz process
to contact and qualify all
leads.

Call, call, email, pause …

Send
Intro Email

Pause

Day 1

Day 2

Day 3

Day 4

Day 5

Day 6

Day 7

Practice,

practice,

practice!

Call early in the morning, if
possible.
Morning is usually the best
time to reach people
directly, and often the time
that they’re most energized.
Tuesday from 7am to 10am is best!
Friday from 3pm to 5pm is good too!

Focus on the goal of the call


Inform



Qualify



Schedule

Avoid common mistakes


Don’t give the person you’re calling the chance to terminate the
conversation. For instance, you should never ask, “Is this a good time
to talk?“



Identify yourself and the name of your company. Never say, “How are
you today?” to a stranger. Only salespeople say this.



Go slowly with your introduction, breaking it into separate sentences.
Remember, prospects are still concentrating on something else. Give
them a chance to hear you and understand what you are saying.



Tell prospects why you are calling: to follow up on the email you sent.



Inject pauses. Give prospects an opportunity to speak if they want to.

Finish the score!





Budget
Authority
Need
Timing

Ask for an appointment
at a specific date and
time for the next call.

Be persistent
80% of new sales are made after the fifth
contact, yet the majority of salespeople
give up after the second call.
– AllBusiness.com

Leaving a Voicemail
If you leave a voicemail (which you will!)
 Prepare ahead of time!
 Keep it short; the goal of the message is to

have them call you back, nothing more

 Give your phone number slowly, and repeat

it once

 Reference your last interaction (if there was

one!)

Leaving a Voicemail
Hello [customer name], this is Reed Overfelt, the CEO of FullQuota.
I am calling to talk you about how FullQuota - the leading provider of
inbound marketing and lead generation outsourcing services for
technology companies - can help [ insert company name ]:
1.

Get found online, and

2.

Generate more sales-ready leads.

Please give me a call back.
My number is: 855-317-1212 , 855-317-1212
Thanks and have a great day!

2 Convert all

qualified
leads to
opportunities

QUALIFY

SALES
OPPORTUNITY

3 Use assignment rules to
hand off and route
qualified leads to sales.
Day 0

Notification

Day 1

If untouched, reminder

Day 2

If untouched, reminder cc boss

Day 3

If untouched, alert executives

4

Don’t forget to
re-assign all
unqualified or
disengaged leads
to marketing!

NURTURE

QUALIFY

You have a
sales qualified
opportunity!

ARE YOU READY TO

TRANSFORM
YOUR MARKETING?
SCHEDULE A CONSULTATION TODAY
Visit

.com

or

Email reed.overfelt@fullquota.com

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Slide 6 - Purchased from iStockphoto http://www.istockphoto.com/license
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Slide 45 - Courtesy of FullQuota
Slides 49-51, 53 - Courtesy of FullQuota
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Slide 77 – Purchased from iStockphoto http://www.istockphoto.com/license
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Slide 83 – Courtesy of FullQuota

Become a MOFU Ninja (Middle-of-the-Funnel)

Become a MOFU Ninja (Middle-of-the-Funnel)

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