This document provides tips on how to find, influence, and convert more prospects into customers. It discusses engaging prospects early before they are active buyers, understanding customers and objectives, publishing content to attract prospects, practicing customer-centric selling daily, and how sales and marketing should not be left solely to sales and marketing teams. The document also includes sections on prospect engagement funnels, calculating marketing needs, customer profiling, content planning, pipeline execution, and overcoming challenges in sales.
Eloqua Experience is annually one of the hottest tickets when it comes to marketing conferences. But with thousands of attendees and a dizzying schedule of events, seminars, parties and more, it can be challenging to take best advantage of the event and ensure you head home with the new skills, best practices and contacts you need to be more successful managing your marketing programs moving forward.
In addition to setting the agenda and session schedule, it’s a good idea to put a little strategy into how you’ll maximize the overall Eloqua Experience trip. Plan ahead to make this year’s Eloqua Experience visit more productive and successful. The following pages offer some specific best practices and recommendations.
Recap of several presentations given during the April 2013 AA-ISP (American Association of Inside Sales Professionals) Leadership Summit. Summary slides curated by Paul Leto of F5 and Mark Ippolito of Lenati.
Eloqua Experience is annually one of the hottest tickets when it comes to marketing conferences. But with thousands of attendees and a dizzying schedule of events, seminars, parties and more, it can be challenging to take best advantage of the event and ensure you head home with the new skills, best practices and contacts you need to be more successful managing your marketing programs moving forward.
In addition to setting the agenda and session schedule, it’s a good idea to put a little strategy into how you’ll maximize the overall Eloqua Experience trip. Plan ahead to make this year’s Eloqua Experience visit more productive and successful. The following pages offer some specific best practices and recommendations.
Recap of several presentations given during the April 2013 AA-ISP (American Association of Inside Sales Professionals) Leadership Summit. Summary slides curated by Paul Leto of F5 and Mark Ippolito of Lenati.
Company leadership and hiring managers are only as great as the team they build. So, it’s no surprise that a core responsibility of all group managers is to design and hire top talent for their organization. But, in order to be effective at hiring and building a grade-A team, managers need to know what questions to ask during the initial interview stages. By asking candidates strategic interview questions, hiring managers can quickly identify the best job candidates or potential employees.
Cory Eustice, Talent Director at Hart, reveals ways the most effective leaders interview candidates to identify those great hires.
You’ll learn:
*The interview process most leaders and managers take
*The art and science to developing custom and strategic interview questions based on the role
*What to look for in the interview answers received from candidates
*The top interview questions CEOs ask candidates
See more upcoming LinkedIn Talent Solutions webinars: https://lnkd.in/gjfYMp9
Everything You Wanted to Know About LinkedIn, but Were Too Embarrassed to AskJonathan Rick
If you’re reading this, you no doubt have a LinkedIn profile. What you may not have is a comprehensive understanding of LinkedIn’s hidden powers — how it can transform your online presence from an afterthought into a model of thought leadership.
Remember the old, product centric 4Ps of marketing, product, place, price, and promotion. While still useful, they don't help you to engage with customers. A factor that is so important in todays marketing climate. That's where inbound marketing comes in. Here we'll show you the new 4Ps of marketing that will help you to connect and engage with customers when and where they want to be reached.
Drumroll, please…. I’m excited to introduce you to our biggest, most requested webinar of the year: How to Create Your 2022 Marketing Plan (& Grow Your AUM by 25%)!
After working with thousands of independent financial advisors, we’ve really cracked the code on what works to help advisors get new clients. And that’s exactly what I go over in this time-sensitive, information-packed webinar.
Landing pages are specifically designed to convert website visitors to leads. They're like digital sales reps, working 24/7 to pitch your marketing offers. With the right infrastructure and framework, landing pages can be one of your strongest website elements.
This presentation is part of HubSpot's complimentary Inbound Certification. You can learn more at: http://academy.hubspot.com/certification
Negotiation expert Victoria Pynchon shares how you can get what you want at work with the members of Connect: Professional Women's Network. To continue the conversation or join the LinkedIn group for free, visit www.linkedin.com/womenconnect.
Inbound Certification Class 11: Taking Your Sales Process InboundHubSpot Academy
It’s not only the marketing world that is going through a transformation, it’s also the sales world. Reason being, the power is now in the buyer’s hand. This class will cover how your sales team can transform their selling process to be inbound.
How to Use Social Media for Your Small BusinessPost Planner
Want to use social media for your small business, but struggling to gain traction? We've got the pro tips you've been looking for!
In this presentation, learn how to:
Build a Credible Reputation on Social Media
Attract Potential Clients
Drive Traffic to Your Website or Blog
And MUCH MORE!
www.postplanner.com
Big Wins from the Inbox: Email Strategies to Get More ConversionsEllie Mirman
#ConvRoadTrip presentation - In this session, Ellie will dive into the depths of email marketing and share tips on how to get greater results from your campaigns. Discover what factors to test, what metrics to measure, and even what emails to send to reach your email marketing goals. Ellie will go beyond open rates and talk about segmentation, alternatives to email newsletters, and strategies to fill the top of the funnel and nurture your leads at the same time.
New Marketing starts with people and ends with customersKeiretsu Forum
Talking to people and using their language in your marketing is NEW MARKETING. Find out how Startups incorporate the voice of the customer even though many people believe customer research is too slow and too expensive. We also share links to valuable resources so you can run your own customer interviews.
Credits to:
Google Ventures
Justin Wilcox
Zachary Cohn
Bryan Starbuck's Customer Acquisition methodology for StartupsBryan Starbuck
This is Bryan Starbuck's Customer Acquisition methodology for Startups.
This is a solid plan to do customer acquisition for B2B and B2C startups. It works very well, even before a marketing team has been acquired. It is perfect to grow traction and grow a company to profitability.
The video is here: https://youtu.be/0EEsZcUVCUU
Sign-up to the Google Group here: https://groups.google.com/d/forum/bryan-starbucks-customer-acquisition-methodology
Company leadership and hiring managers are only as great as the team they build. So, it’s no surprise that a core responsibility of all group managers is to design and hire top talent for their organization. But, in order to be effective at hiring and building a grade-A team, managers need to know what questions to ask during the initial interview stages. By asking candidates strategic interview questions, hiring managers can quickly identify the best job candidates or potential employees.
Cory Eustice, Talent Director at Hart, reveals ways the most effective leaders interview candidates to identify those great hires.
You’ll learn:
*The interview process most leaders and managers take
*The art and science to developing custom and strategic interview questions based on the role
*What to look for in the interview answers received from candidates
*The top interview questions CEOs ask candidates
See more upcoming LinkedIn Talent Solutions webinars: https://lnkd.in/gjfYMp9
Everything You Wanted to Know About LinkedIn, but Were Too Embarrassed to AskJonathan Rick
If you’re reading this, you no doubt have a LinkedIn profile. What you may not have is a comprehensive understanding of LinkedIn’s hidden powers — how it can transform your online presence from an afterthought into a model of thought leadership.
Remember the old, product centric 4Ps of marketing, product, place, price, and promotion. While still useful, they don't help you to engage with customers. A factor that is so important in todays marketing climate. That's where inbound marketing comes in. Here we'll show you the new 4Ps of marketing that will help you to connect and engage with customers when and where they want to be reached.
Drumroll, please…. I’m excited to introduce you to our biggest, most requested webinar of the year: How to Create Your 2022 Marketing Plan (& Grow Your AUM by 25%)!
After working with thousands of independent financial advisors, we’ve really cracked the code on what works to help advisors get new clients. And that’s exactly what I go over in this time-sensitive, information-packed webinar.
Landing pages are specifically designed to convert website visitors to leads. They're like digital sales reps, working 24/7 to pitch your marketing offers. With the right infrastructure and framework, landing pages can be one of your strongest website elements.
This presentation is part of HubSpot's complimentary Inbound Certification. You can learn more at: http://academy.hubspot.com/certification
Negotiation expert Victoria Pynchon shares how you can get what you want at work with the members of Connect: Professional Women's Network. To continue the conversation or join the LinkedIn group for free, visit www.linkedin.com/womenconnect.
Inbound Certification Class 11: Taking Your Sales Process InboundHubSpot Academy
It’s not only the marketing world that is going through a transformation, it’s also the sales world. Reason being, the power is now in the buyer’s hand. This class will cover how your sales team can transform their selling process to be inbound.
How to Use Social Media for Your Small BusinessPost Planner
Want to use social media for your small business, but struggling to gain traction? We've got the pro tips you've been looking for!
In this presentation, learn how to:
Build a Credible Reputation on Social Media
Attract Potential Clients
Drive Traffic to Your Website or Blog
And MUCH MORE!
www.postplanner.com
Big Wins from the Inbox: Email Strategies to Get More ConversionsEllie Mirman
#ConvRoadTrip presentation - In this session, Ellie will dive into the depths of email marketing and share tips on how to get greater results from your campaigns. Discover what factors to test, what metrics to measure, and even what emails to send to reach your email marketing goals. Ellie will go beyond open rates and talk about segmentation, alternatives to email newsletters, and strategies to fill the top of the funnel and nurture your leads at the same time.
New Marketing starts with people and ends with customersKeiretsu Forum
Talking to people and using their language in your marketing is NEW MARKETING. Find out how Startups incorporate the voice of the customer even though many people believe customer research is too slow and too expensive. We also share links to valuable resources so you can run your own customer interviews.
Credits to:
Google Ventures
Justin Wilcox
Zachary Cohn
Bryan Starbuck's Customer Acquisition methodology for StartupsBryan Starbuck
This is Bryan Starbuck's Customer Acquisition methodology for Startups.
This is a solid plan to do customer acquisition for B2B and B2C startups. It works very well, even before a marketing team has been acquired. It is perfect to grow traction and grow a company to profitability.
The video is here: https://youtu.be/0EEsZcUVCUU
Sign-up to the Google Group here: https://groups.google.com/d/forum/bryan-starbucks-customer-acquisition-methodology
B2B Content: Driving More Sales, Renewals, and Repeat Purchase from Your Exi...Heinz Marketing Inc
In this MarketMix 2014 session, we reveal several best practices, strategies, and tactics for increasing distribution and conversion of your great content where it matters most. Attendees walked away with specific ideas for converting content into new sales, greater renewals, and higher customer lifetime value.
Aligning sales and marketing isn't just about scheduling more meetings. In this free webinar, marketing master Matt Heinz will discuss eight specific best practices to help your organization accelerate its path toward sales and marketing collaboration nirvana. You will learn how to:
Create a common dashboard of performance metrics
Drive collaboration across all levels of the sales and marketing organization
Handle compensation challenges and opportunities
Develop a regular rhythm of communication across both team and above to management
Chirag Kulkarni, CEO of C&M Group speaks in Pune, India about the 5 gaps in a company's business strategy. C&M Group is a strategic consulting firm focused on growth and new product innovation for startups to Fortune 500s.
*All credit is given for the pictures used during the presentation. The presenter was not paid for the delivery of the presentation.
Your Company as Publisher - 6 Ways to Get Started in Social Media and BloggingJoe Pulizzi
Presentation by SocialTract CEO Joe Pulizzi on how blogging can be the center of your social media strategy. This presentation goes through six ways to get started with your social media strategy, specifically for HME providers.
10 Action Items to Become Successful in MarketingRandy Everett
Training deck presented to UCSD Undergraduate Marketing Association in 2013. The goal was to provide advice for students considering a marketing career. The format included an introduction, explanation of a marketing agency's role, examples from Anderson Direct Marketing at http://www.andersondm.com and my personal top 10 recommended action items to become successful in Marketing. The trivia questions were opportunities to win gift cards during the presentation and keep it interactive.
business development & growth workshop for startups
we will talk about
1: what is business development?
2:business development management
3: Business Development tools & strategies
4: Deal structure "in 7 steps"
6 awesome steps to promote your businessKickoffLabs
Learn how to promote your online business using lead generation techniques to build qualified web traffic. Cover the use of landing pages for viral growth and high conversion rates. www.kickofflabs.com
10 steps to creating a B2B content strategyChris Bailey
Why are you creating content, who are you writing it for, and how will you help them in a way no one else can? Content that doesn't support your SEO strategy, isn't discoverable or doesn't level up to a wider message is a wasted opportunity, wasted marketing budget and, potentially, wasted new client revenue. A content strategy takes up-front work to get it right, but pays off long term in better SEO performance, more cost-effective use of marketing materials and better results.
How to Effectively Use LinkedIn as a Sales Prospecting ToolSalesScripter
LinkedIn is one of the best places to find prospects. But with this access to business professionals comes an area of caution as you do not want to make a bad or negative impression.
If you sell in the B2B space, you need to join us on our next webinar “How to Effectively Use LinkedIn as a Sales Prospecting Tool” where we will outline some key things that you can do and not do so that you are able to generate leads and get into new accounts.
In this webinar, we will discuss:
How to find target prospects
How to connect with prospects
What to say when you reach out
How to follow-up and stay in touch
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
3. How to Find, Influence & Convert
More Prospects Into Customers
Matt Heinz
President, Heinz Marketing Inc
matt@heinzmarketing.com
@heinzmarketing
4. Housekeeping
• Copy of this deck
• Offers for you
– 10 minute brainstorm
– Successful Selling
– Secrets to Successful Social Selling
• Email me what you want
– It’s that simple…
5. Last Slide First
1. Find & engage prospects “upstream” before
they are active buyers
2. Understand your customer, product & objective
before executing
3. Publish your own content to attract prospects
4. Practice customer-centric selling every day
5. Sales & marketing is too important to leave to
salespeople and marketers
6. Prospect Engagement Funnel
Customer Targets (based on persona profiles)
Network / Open Community
Channels: Twitter, Facebook, Blog, LinkedIn
Goal: Drive Registration
Drip Marketing
Channels: Email Newsletters, CRM System
Goal: Drive Active Prospects
Active Sales Cycle
Channels: CRM, 1:1
Goal: Sell
New
Customer
Next Step Accelerator Ideas
Network-exclusive access to content
Value-added special offers
Discovery events
White papers, top ten tips, etc.
Testimonials, Success Stories
Profile-Specific Messages
New product/service offers
New Opportunity Alerts
1:1 with Existing Customer
In-Market Events
Referral & Tell-a-Friend Offers
Network / Community Invites
7. 4 steps to a better marketing plan
1. Do the math (quantify what success
looks like)
2. Create a clear customer profile
3. Map the sales and buying process
4. Plan to fire lots of bullets
8. Calculating what you need
Assumptions
Product A ASP
Product B ASP
Opp/Close %
Lead/Opp %
Product A CPL
Product B CPL
$
$
$
$
Q1 2010
50
8
58
Product A Sales #
Product B Sales #
Total Sales #
Product A Sales $
Product B Sales $
Total Sales $
150
25
175
Q3 2010
63
10
73
Q4 2010
69
11
80
TOTALS
238
38
276
170
28
198
190
30
220
210
33
243
$2,250,000 $2,550,000 $2,850,000 $3,150,000
$1,250,000 $1,375,000 $1,500,000 $1,625,000
$3,500,000 $3,925,000 $4,350,000 $4,775,000
Product A Leads
Product B Leads
Total Leads
Product A Lead
Budget
Product B Lead
Budget
Total Lead Budget
Q2 2010
56
9
65
$ 742,500 $ 841,500 $ 940,500 $1,039,500 $ 3,564,000
$ 412,500 $ 453,750 $ 495,000 $ 536,250 $ 1,897,500
$1,155,000 $1,295,250 $1,435,500 $1,575,750 $ 5,461,500
Product A Pipeline #
Product B Pipeline #
Total Pipeline #
Product A Pipeline $
Product B Pipeline $
Total Pipeline $
15,000
50,000
33.0%
10.0%
15
35
1500
250
1750
1700
275
1975
1900
300
2200
2100
325
2425
$
22,500 $
25,500 $
28,500 $
31,500
$
$
8,750 $
31,250 $
9,625 $
35,125 $
10,500 $
39,000 $
11,375
42,875 $
8350
148,250
9. Marketing plan in 5 questions
1. What/who are your targets?
2. What do they care about? What
outcome are they seeking?
3. Where do you find them?
4. What or who influences them?
5. How do they want to engage and
(eventually) buy?
11. Five questions to start
• What/who are your targets?
• What do they care about? What outcome
are they seeking?
• Where do you find them?
• What or who influences them?
• How do they want to engage and
(eventually) buy?
14. 5 tips for better customer-centric sales
1. Use “you” instead of “I”
2. Treat the first sales call like an interview
3. Align yourself with existing customer
priorities
4. Respect their time
5. Let your current customer sell for you
15. Custom messages by role
Audience
Drivers
Pain Points
Value Propositions (bullet points)
Key Messages
Drivers
Pain Points
Value Propositions (bullet points)
Key Messages
Vertical #1
CEO
IT/CIO
CFO
CMO
Audience
Vertical #2
CEO
16. Three content questions
• What do I want people to see, hear and/or
learn?
• What do I want people to think?
• What do I want people to do?
17. Five common content
marketing mistakes
1. Not having a plan up front
2. Writing for the company instead of the
customer
3. Not encouraging and participating in twoway communication
4. Not promoting, aggregating and curating
great content from others
5. Only producing written content
18. Three types of content
1.Proactive
2.Reactive
3.Participatory
21. Editorial calendar example
Market Leader
Q2 2010 Editorial Calendar
Q2
May
Week of May 3
Week of May 10
Spring Season Heats Up
Corporate Theme
Content Theme
Company News (PR)
Agent productivity tools - Creating a customerwhat's recommended,
centric brokerage (blog)
what's working (blog, AR)
12 ways to motivate,
excite and retain your
agents (blog)
What productivity tools are
your agents using? Any
that have been adopted
across the brokerage?
How many conferences to
do you attend each year?
Which are your favorites
and why?
What are your best
practices for motivating,
exciting and retaining your
agents?
Leading RE free trial
Industry Calendar
Broker Ops (Bob)
Training & Education
Broker LinkedIn Group Questions
Leadership (Ian)
Agents & Teams (Scott) How to share best
practices across your
team (blog, AR)
What does customercentric mean at your
brokerage? What are
your best practices around
this?
The best customer service Early listing season
advice I ever received
observations (blog)
(blog)
Team collaboration best
practices (blog, AR)
Leadership Commentary
Market Leader Voices
Five Ways to be a Market Leader
(Video)
Ian's Leadership Videos
What is your brokerage
doing with social media?
Can you measure specific
new business from these
investments?
Why listings matter even
in a buyers market (blog)
How has business been
since the home-buyer
credit expired? What new
promotions have you
instituted to replace it?
What is your brokerage
doing to encourage and
facilitate teamwork and
resource sharing?
Combining resources
across a team to increase
marketing impact (blog,
AR)
Seller marketing tips from
real estate veterans (blog,
AR)
How to increase your
Twitter followers (blog,
AR)
Guest Posts: Broker Web site success stories (pull
from Exit customers)
5 ways to improve your
search results (Thad)
Best practices for listing
presentations (blog, AR)
Why your Web domain is
How to be immediately
so important (and why it's
responsive to your Web
not) (blog, AR)
leads (blog, AR)
Guest Posts: Best customer service you ever gave or received
5 ways to build a business
within a business (Ian)
Five Characteristics of a
Successful Real Estate
Business
5 ways to instantly
improve your customer
service (Scott)
How much training do you
provide your agents?
What topics do you focus
on?
Attracting & recruiting
agents (blog)
How to be more efficient
when you don't always
share the same
workspace (blog, AR)
Sales & Marketing Advice (anon) Five seller appeasement
strategies that won't break
the bank (blog, AR)
Search & Web Tips (Thad)
June
Week of June 14
Week of June 21
Week of June 28
Are you growing your market share?
Week of May 24
Week of May 31
Week of June
New Vision for Real Estate Industry
Bringing it all together to grow your business
Gathering of Eagles
200th MLS
Keynote Recap
Mid-year NAR
Top 10 reasons why
brokers should care about
social media (blog, AR)
Fiji Release
Week of May 17
TBD
Building a CustomerCentric Brokerage
TBD
How to help local
Using social media to
buyers/sellers find your
market your listings (blog,
Web site (blog, AR)
AR)
Guest Posts: Tips and Tricks to Establish Yourself as the Market Leader
TBD
Why Lead Management
Matters (and why it's often
ignored)
TBD
TBD
Knowing when technology
is important, and when it's
not
24. How to create more content
•
•
•
•
•
Write more ideas down
Keep a single, ongoing list of those ideas
Ideas, then outlines, then drafts
Write ahead of time
Use guest contributors
25. 10 sources of content inspiration
1. Customer questions
2. Stuff you read
3. People you disagree with
4. Your customer-facing teams
5. Trade press
6. Conferences, panels & Webinars
7. Twitter hashtags
8. LinkedIn Answers
9. The news
10. Things you see that are dumb
26. Keys to effective pipeline execution
•
•
•
•
Use a lead management system
Clearly define lead & opportunity stages
Focus on great content
Make it easy for prospects to self-select
and move forward
27. Leads & Opportunities
Stage
Open/
Not Attempted
Attempting to Contact
Leads
Interested
Nurture
Unresponsive
No Further Action
Opportunities
Qualified
Presentation &
Demoonstration
Proposal
Negotiation
Close
Closed Lost
Sales Next Step(s)
Definition
Marketing Next Step(s)
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
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
Prospect has expressed interest in ABC Company
Once prospect has been qualified, either move into a
and/or achieving better results, and is interested in
Provide collateral, case studies and other information
"Qualified" opportunity or move to Nurture (if timeline
learning more; full qualification criteria
as needed to help prospect determine sales intent
is long-term or undetermined)
intent/purchase timeline still unknown
Prospect is interested, but there is no near-term
opportunity to buy (prospect may have other
no action
immediate priorities, or may just need more time to
consider interest/intent)
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
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
Lead is not a qualified prospect
no action
no action
Prospect has a need & budget, and is actively
evaluating solutions
Provide additional support tools as needed (case
Get demo commitment, plan next steps and timeline to
studies, etc.) to help accelerate prospect interest and
buy (or at least make decision) with prospect
buying cycle
Demo has been scheduled or completed; working
through objections & questions
Get permission to present formal proposal
Formal proposal is in process or has been delivered Get verbal commitment to buy pending finalization of
outlining terms, services, fees
terms
Prospect has verbally agreed to do business; both
sides are working through final
Sign, seal and return baby!
legal/term/service/fee details
Provide additional support tools as needed (case
studies, etc.) to help accelerate prospect interest and
buying cycle
no action
no action
Agreement has been signed and returned
victory lap
no action
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
28. Six reasons why your sales
(might) suck
1.
2.
3.
4.
5.
Are you selling to the right buyer?
Are you selling benefits or features?
Do you sound desperate?
Do your sales & marketing teams agree?
Do your customers want what you’re
selling?
6. What are they saying behind your back?
29. When prospects go dark…
1.
2.
3.
4.
5.
6.
Try a different channel
Try a different contact
Share something unrelated
Try a different angle
Engage their influencers
Move on
30. Last Slide Last
1. Find & engage prospects “upstream” before
they are active buyers
2. Understand your customer, product & objective
before executing
3. Publish your own content to attract prospects
4. Practice customer-centric selling every day
5. Sales & marketing is too important to leave to
salespeople and marketers
33. Next Steps
Sign up for a demo
www.act-on.com
Need it today
Call: 1 (877) 530-1555
Email: sales@act-on.com
www.act-on.com | @ActOnSoftware | #ActOnSW