SlideShare a Scribd company logo
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
• 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
A Sales-Oriented Pipeline vs
Customer-Oriented Pipeline
• Clearly Defined Customer Personas
• Content Creation & Marketing Strategy
• Lead Nurturing
• Monitoring & Measurement
Pillars of a Customer-
Oriented Pipeline
• 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
Persona Example
• 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
Using High-Level Content to
Attract Personas
• 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
Using Offers to Convert
Visitors to Leads
• 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
Using Automated Lead
Nurturing
“Lead nurturing emails get
4-10 times the response
rate of standalone email
blasts”
Gleanster Research & InsideSales.com
Automated Lead
Nurturing
Using Automated Lead
Nurturing
“If it can be measured, it
can be improved”
Monitoring & Measuring
Your Process
• 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
• 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
Understanding Lead Scoring
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.
www.NMMARK.com
read more at:
http://nvrmnd.co/1nlivXT

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How to Convert a Sales-Oriented Pipeline to a Customer-Oriented Pipeline

  • 1.
  • 2. 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
  • 3. • 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
  • 4. A Sales-Oriented Pipeline vs Customer-Oriented Pipeline
  • 5.
  • 6. • Clearly Defined Customer Personas • Content Creation & Marketing Strategy • Lead Nurturing • Monitoring & Measurement Pillars of a Customer- Oriented Pipeline
  • 7. • 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
  • 9. • 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
  • 10. Using High-Level Content to Attract Personas
  • 11. • 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
  • 12. Using Offers to Convert Visitors to Leads
  • 13. • 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
  • 15. “Lead nurturing emails get 4-10 times the response rate of standalone email blasts” Gleanster Research & InsideSales.com
  • 18. “If it can be measured, it can be improved” Monitoring & Measuring Your Process
  • 19. • 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
  • 20. • 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
  • 22.
  • 23. 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.

Editor's Notes

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