Infusionsoft helps small businesses in Phoenix succeed through sales and marketing software, targeting micro-businesses with a high-touch sales approach and a focus on inbound marketing strategies. The company emphasizes the importance of using funnel vision over tunnel vision to align their demand generation efforts and optimize marketing channels. Key components of their strategy include sophisticated tracking, branded search term optimization, and a dedicated lead development team bridging sales and marketing.

1. We help small businesses succeed.
Building a community of inbound
marketers in Phoenix, AZ
October 8, 2014

2. We help small businesses succeed.
Jared Bodnar
Senior Director of
Demand Generation
at Infusionsoft
Use Funnel Vision,
Not Tunnel Vision

3. Use Funnel Vision,
Not Tunnel Vision
Jared Bodnar, Senior Director of Demand Gen
InboundPHX
October 8, 2014

4. We help small businesses succeed.
Number of customers:
23,000
Award-winning
Culture
600 employees
Headquartered in
Chandler, AZ
About Infusionsoft
We help small businesses succeed
With our help, they can?
• Get Organized
• Grow Sales
• Save Time
How do we do it?
• Small Business Sales and
Marketing Software
• E-mail marketing
• CRM
• eCommerce

5. We help small businesses succeed.
Caveats!
• We are a SaaS company
• We target small businesses 100%—
No really, I’m talking micro-small
businesses (1-25 employees)
• Typically one DM
• Short sales cycle (30 days from
initial lead generation)
• We have a high-touch sales process
• We drive to Demo

6. We help small businesses succeed.
So, what is Tunnel Vision anyway?

7. We help small businesses succeed.
What is Funnel
Vision?

8. We help small businesses succeed.
Integrated Sales and Marketing Funnel

9. We help small businesses succeed.
Demand Gen Team
Aligns with Funnel
Vision

10. We help small businesses succeed.
Sr. Demand Gen
Director
Jared B.
Demand Gen
Operations Manager
Dave
Sr. Automation
Architect
Mark
Automation Specialist
Tyce
Systems Coordinator
Jimmy
Sr. Manager, Demand
Generation
Preston
SEO Manager
TBH (QUICKLY)
Search Outreach
Specialist
TBH
Conversion
Optimization Manager
Melissa
Paid Advertising
Manager
HeatherMarketing Automation
Manager
Tyler
Marketing Automation
Specialist
Jared K.
Lead Dev
Sr. Manager
Lou
Lead Dev
Manager
Sarah
Lead Dev
Manager
Garrett
Lead Dev
Manager
Dale
Lead Dev Operations
Manager
Jasmine
Interest/
Lead
Learn/
Prospect
Evaluate/
Qualified Opp

11. We help small businesses succeed.
How do we organize our
inbound marketing
efforts?

12. We help small businesses succeed.
Paid, Earned and Owned Media Mix

13. We help small businesses succeed.
Paid Media
Purchased
Leads

14. We help small businesses succeed.
Earned Media

15. We help small businesses succeed.
Owned Media
Company
Website

16. We help small businesses succeed.
Some secrets to our
inbound marketing
success

17. We help small businesses succeed.
We have a very sophisticated tracking
and systems approach

18. We help small businesses succeed.
We optimize and spend heavily on
branded search terms

19. We help small businesses succeed.
We drive to demo, and do it very, very
intentionally

20. We help small businesses succeed.
We test and optimize and test and
optimize and test and optimize

21. We help small businesses succeed.
Our Lead Dev team is an essential
bridge between sales and marketing

22. We help small businesses succeed.
Questions
Jared Bodnar
Senior Director of Demand Generation
Infusionsoft
@jaredbodnar
jared.bodnar@infusionsoft.com
480-499-6872
Skype: jaredbodnar
LinkedIn: linkedin.com/in/jaredbodnar