1.
Agenda
• What is a Customer-Oriented Sales Pipeline
• Who is your Ideal Customer Persona
• Using Educational Content to Attract New Leads
• Automated Lead Nurturing
• Closing the Loop between Sales & Marketing

2.
• Sales-oriented = outbound focused. Broad and
untargeted, aims to reach as many as possible
• Customer-oriented = inbound focused. Highly-
targeted and aims to attract customers
A Sales-Oriented Pipeline vs
Customer-Oriented Pipeline

3.
A Sales-Oriented Pipeline vs
Customer-Oriented Pipeline

4.
• Clearly Defined Customer Personas
• Content Creation & Marketing Strategy
• Lead Nurturing
• Monitoring & Measurement
Pillars of a Customer-
Oriented Pipeline

5.
• A representation of your target customer
• Often segmented into 3-5 unique personas
• Goes beyond simple demographics to include
goals, push-backs/objections, and where they seek
information
Defining Ideal Customer
Personas

6.
Persona Example

7.
• High-level educational content attracts search
engines
• Content is aligned with the persona’s
questions/pain points/objections
• Content is original, establishing you as an topical
expert
Using High-Level Content to
Attract Personas

8.
Using High-Level Content to
Attract Personas

9.
• Offers are “premium” content pieces, more specific
than blog posts
• Offers are available in exchange of identifying
information (a name + email address)
• The visitor is now an Information-Qualified Lead
Using Offers to Convert
Visitors to Leads

10.
Using Offers to Convert
Visitors to Leads

11.
• Automated lead nurturing via email advances the
lead through the sales funnel
• Positions the brand as a solution for the problem
• Lowers the defensive barrier of the buyer
Using Automated Lead
Nurturing

12.
Using Automated Lead
Nurturing

13.
“Lead nurturing emails get
4-10 times the response
rate of standalone email
blasts”
Gleanster Research & InsideSales.com

14.
Automated Lead
Nurturing

15.
Using Automated Lead
Nurturing

16.
“If it can be measured, it
can be improved”
Monitoring & Measuring
Your Process

17.
• Provides accountability between sales and
marketing departments
• Closes “gaps” in the sales press and nurtures the
lead longer, if necessary
• Identify content that is working, and what is not
Closed-Loop Monitoring

18.
• Uses the sales team’s time most efficiently
• Used to identify cool, warm, and hot leads
• Reduces lead “drop out” within the sales process
Understanding Lead
Scoring

19.
Understanding Lead Scoring

20.
Summary
A customer-oriented sales pipeline identifies your
ideal customer persona and moves the prospect
down your sales funnel through education and low-
pressure nurturing. Internally, a closed-loop
reporting & measuring process shows where your
efforts are most effective.

21.
www.NMMARK.com
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