The document discusses optimizing sales and marketing funnels. It outlines nine steps to build a "sales and marketing machine": 1) Identify all people involved in purchase decisions, 2) Understand their buying process and concerns, 3) Entice them through the funnel by addressing concerns, 4) Align marketing activities around generating leads, 5) Clearly link each funnel step, 6) Automate key stages, 7) Measure important metrics, 8) Analyze blockage points, and 9) Continuously improve the funnel based on data. The document emphasizes taking a customer-centric approach to funnel design by understanding prospects' motivations and concerns at each stage.
View how"out-of-the-box" thinkers David Skok and Mike Volpe define an optimized sales and marketing funnel; and describe how to identify problems and create long-lasting solutions for your organization during this complimentary one-hour online training session: http://www.hubspot.com/webinars/optimize-the-sales-and-marketing-funnel/
#GrowthDeck - Andrew Chen AMA by GrowthHackersGrowthHackers
GrowthHackers holds weekly AMA (Ask Me Anything) sessions with Growth experts from around the world. Andrew Chen a writer, entrepreneur and investor focused on mobile products, metrics and user growth. He has been an advisor to companies like Angelist, Product Hunt and Dropbox.
Find more great growth resources on GrowthHackers.com. Join the community and have your own questions answered by professionals like Andrew today.
Growthhackers.com/AMA
Webinar: Optimize your direct booking funnelNancy Huang
Webinar with Travel Tripper, Voyat, Google, and Highgate Hotels. Originally aired 22 March 2017. View the recording at: https://youtu.be/HRf9VV8ubbI
-----
In a complex digital marketplaces where the major OTAs and metasearch sites claim the lion’s share of traffic and have billions to spend on marketing, can hotels still compete effectively with their own websites? The answer is yes!
Even with modest budgets, independent hotels can still make smart investments in digital marketing that help to drive traffic and ultimately increase overall direct bookings.
In this webinar, learn about new discoveries, techniques, and tools that will help you strengthen your digital marketing strategy and optimize conversions on your hotel website. Executives from Travel Tripper, Voyat, Google, and Highgate Hotels will discuss:
Google’s own insights into the hotel booking funnel and the omnichannel traveler
Search marketing and other key digital strategies for driving the right kind of traffic to your website
Optimizing for conversions—how to ensure that travelers book on your site, not elsewhere
Personalization marketing in a data-driven world
Measuring for success—balancing instant results with a long-term marketing strategy
T&C Meetup #8: How to Optimize Conversions Throughout Your FunnelEwa Wysocka
Learn:
1) What Analytics tools you can use to measure conversions. 2) The secret to user testing. 3) The difference between Qualitative vs. Quantitative Research. 4) How to develop testing ideas: radical vs. incremental redesign. 5) When o use A/B Testing vs MVT (Multivariate Testing). 6) What software tools to use to split test your funnels.
Growth Marketing: Secrets for Fueling Bottom-Line RevenueLotus Growth
Growth marketing is the practice of using data and agility to drive revenue.
This prescriptive guide solves the most pressing growth challenges with proven B2B marketing and demand generation strategies. With it, you will connect the dots from current reality to future company vision.
We give you the direction and context to optimize the marketing and sales funnel, and explain how to make incremental changes to uncover areas where your company is losing money. Next, we explore the strategies to scale programs that are producing the most leads in target and impacting bottom-line revenue.
T&C Meetup #5: How to Define Your Funnel NumbersEwa Wysocka
Learn:
1. How to define the key conversion points in your funnel.
2. How to measure your key conversion points.
3. How to setup your business intelligence dashboard.
4. Why it is important to focus on key numbers (vs everything).
Full Funnel Account-Based Marketing: Engaging Key Targeted Accounts EverywhereMarketo
With laser-focused accuracy, Account-Based Marketing drives key accounts through the sales funnel at full-throttle, and helps close deals lickety-split. Join Marketo’s resident ABM experts, Mike Telem and David Myers, to find out how to implement ABM strategy and technology to engage key targeted accounts across all marketing touch points and boost your marketing ROI!
View how"out-of-the-box" thinkers David Skok and Mike Volpe define an optimized sales and marketing funnel; and describe how to identify problems and create long-lasting solutions for your organization during this complimentary one-hour online training session: http://www.hubspot.com/webinars/optimize-the-sales-and-marketing-funnel/
#GrowthDeck - Andrew Chen AMA by GrowthHackersGrowthHackers
GrowthHackers holds weekly AMA (Ask Me Anything) sessions with Growth experts from around the world. Andrew Chen a writer, entrepreneur and investor focused on mobile products, metrics and user growth. He has been an advisor to companies like Angelist, Product Hunt and Dropbox.
Find more great growth resources on GrowthHackers.com. Join the community and have your own questions answered by professionals like Andrew today.
Growthhackers.com/AMA
Webinar: Optimize your direct booking funnelNancy Huang
Webinar with Travel Tripper, Voyat, Google, and Highgate Hotels. Originally aired 22 March 2017. View the recording at: https://youtu.be/HRf9VV8ubbI
-----
In a complex digital marketplaces where the major OTAs and metasearch sites claim the lion’s share of traffic and have billions to spend on marketing, can hotels still compete effectively with their own websites? The answer is yes!
Even with modest budgets, independent hotels can still make smart investments in digital marketing that help to drive traffic and ultimately increase overall direct bookings.
In this webinar, learn about new discoveries, techniques, and tools that will help you strengthen your digital marketing strategy and optimize conversions on your hotel website. Executives from Travel Tripper, Voyat, Google, and Highgate Hotels will discuss:
Google’s own insights into the hotel booking funnel and the omnichannel traveler
Search marketing and other key digital strategies for driving the right kind of traffic to your website
Optimizing for conversions—how to ensure that travelers book on your site, not elsewhere
Personalization marketing in a data-driven world
Measuring for success—balancing instant results with a long-term marketing strategy
T&C Meetup #8: How to Optimize Conversions Throughout Your FunnelEwa Wysocka
Learn:
1) What Analytics tools you can use to measure conversions. 2) The secret to user testing. 3) The difference between Qualitative vs. Quantitative Research. 4) How to develop testing ideas: radical vs. incremental redesign. 5) When o use A/B Testing vs MVT (Multivariate Testing). 6) What software tools to use to split test your funnels.
Growth Marketing: Secrets for Fueling Bottom-Line RevenueLotus Growth
Growth marketing is the practice of using data and agility to drive revenue.
This prescriptive guide solves the most pressing growth challenges with proven B2B marketing and demand generation strategies. With it, you will connect the dots from current reality to future company vision.
We give you the direction and context to optimize the marketing and sales funnel, and explain how to make incremental changes to uncover areas where your company is losing money. Next, we explore the strategies to scale programs that are producing the most leads in target and impacting bottom-line revenue.
T&C Meetup #5: How to Define Your Funnel NumbersEwa Wysocka
Learn:
1. How to define the key conversion points in your funnel.
2. How to measure your key conversion points.
3. How to setup your business intelligence dashboard.
4. Why it is important to focus on key numbers (vs everything).
Full Funnel Account-Based Marketing: Engaging Key Targeted Accounts EverywhereMarketo
With laser-focused accuracy, Account-Based Marketing drives key accounts through the sales funnel at full-throttle, and helps close deals lickety-split. Join Marketo’s resident ABM experts, Mike Telem and David Myers, to find out how to implement ABM strategy and technology to engage key targeted accounts across all marketing touch points and boost your marketing ROI!
Learn:
1. What project management tools Ewa made Sam use when she works with him! (And he learned to love them!)
2. Who Sam has on his digital marketing team and how he recruits talent.
3. How to wireframe, copywriter, and design a Landing Page.
In detail: How to build a killer Thankyou Page (your hidden weapon in your funnel!).
4. In Detail: How Sam storyboards and writes email sequences that make big money (over 90% of his revenue comes from email).
How to Optimize the Most Important Pages In Your Marketing FunnelDigital Marketer
Original Blog Post: http://bit.ly/1lKdA8U | Don't underestimate the importance of the most misunderstood, misused and mistreated pages on your website… the “Thank You” Page.
Your Marketing Funnel is a Hot Mess - 8 Strategies for Improvement - check out the SlideShare presentation by Erin Sagin, PPC Evangelist & Community Manager at Wordstream and Michal Leszczynski, Content Marketing Manager at GetResponse.
You can access the webinar recording on GetResponseTV - http://bit.ly/GR-Funnel-Webinar
[Webinar] Master the Art of Social Selling - APACHubSpot
Context, Content and Alignment are the key to any successful sales and marketing partnership. This presentation is designed for marketers and sales professionals to outline the power of social media and content for driving the sales funnel.
Larry Kim's Top 10 Facebook Hacks of all time!GrowthHackers
"These days content marketing feels like a suicide mission,” Says Larry Kim.
That’s in part because marketing demand generation has changed and has become so incredibly competitive. So how can brands and marketers get more leads and sales without spending an arm and a leg?
Two words: Social ads.
Facebook and Twitter Ads are governed by complex ad algorithms which govern how often your ads are shown and how much you pay per click.
The good news is: any algorithm has loopholes and can be cracked. Join Larry for a presentation of unusual-yet-proven social media advertising strategies designed to generate millions of page views at a tiny fraction of a penny per click, then how to convert those visitors into valuable leads and sales for your business.
In this webinar, Larry Kim will cover:
The algorithms of social ads: Relevancy Score and Quality Adjusted Bid - How much you should bid, which ads you should run, which ad objectives you should choose
Advanced ad targeting strategies, including how to use social ads to make content go 'viral' on social media outlets like Reddit, LinkedIn Pulse, Medium, Hacket News and more
Social re-marketing: strategies for turning clicks into leads and sales on the cheap
The Growth Marketing User Guide (10 case studies)Nate Desmond
Gives a brief overview of two major growth hacking frameworks (customer lifecycle and company lifecycle). Also includes some fun case studies around unpaid acquisition (PR, email marketing, content marketing, SEO)
The pay-per-click advertising landscape is ever changing. Google alone adds hundreds of new features each year, not to mention the dozens other emerging and existing PPC platforms. So how do you know which campaigns to prioritize, what new features to try, and where to cut back for the most success?
Join Larry Kim, founder and CTO of WordStream and voted the “Most Influential PPC Expert” two years running, for an exclusive webinar where he will divulge the top 10 PPC advertising hacks you need to optimize your PPC strategy today.
In this webinar, Larry will expose 10 key tactics to help you:
- Hack Google’s Quality Score metric to improve your ad rank while spending less
- Optimize ad copy with one counterintuitive but insanely simple approach
- Leverage mobile ads to cut out stages of the funnel where you are losing clicks
- Capitalize on the first mover advantage with Gmail ads, mobile call buttons, and more
- Analyze campaign performance to build an informed remarketing strategy
In this episode of Digital Marketing This Week, we talked about How To Optimize A Funnel. Watch this episode and you'll learn the reason why majority of marketing funnels fail and the one question all optimizers ask. Please feel free to share to your friends.
[#GHConf17] How 50 Dollars in Facebook Ads Can Drive Enormous Traffic to Your...GrowthHackers
In this presentation, Larry Kim from Mobile Monkey (previously WordStream), talks about how 50 dollars in Facebook ads can drive enormous traffic to your best content.
Growth Hacking : Disrupt the Business with Mobile!Antonin Cohen
- Top 7 Most Disruptive Mobile Startups
- What is Growth Hacking?
- Three Stages of Growth
- The Growth Hacker Funnel
- Top 10 Best Growth Hacks to Get Mobile Users Without Having to Pay for Them
Content by http://antonin.co/
Design by http://laurapedroni.com/
Growth Marketing has changed the way that marketers think about driving demand and creating successful customers, instead of only focusing on the top of the funnel. We take a look at the role of growth marketing and how growth will change SaaS businesses (for the better), including quotes from former HubSpot CMO Mike Volpe, Wealthfront VP of Growth Andy Johns, Social Capital CEO Chamath Palihapitaya and others.
Growth hacking: how to use analytics to create kickass marketing strategiesEveline Smet
Know your customer, map your conversion funnel, identify what you are going to optimize and set KPI's, track everything that you do in Google Analytics and never stop testing.
How to make a sales pipeline sales funnel excel chartSteveEqualsTrue
Tutorial to make a sales Funnel chart or sales pipeline chart in excel for your executive dashboard template. Includes links for a free excel dashboard template file and video demonstration.
Artificial Intelligence is already in a dynamically evolving phase by revolutionizing industries one by one. Advent increase in technology affects the business strategies and operations.Artificial Intelligence is already in a dynamically evolving phase by revolutionizing industries one by one. Advent increase in technology affects the business strategies and operations.
We became a witness for all companies as one of the mostly successful company and best in generating ROI for client with our services like : Digital marketing, SEO Services, Social Media Services. Also, We became welcome for our creative designs and highly developed technological website design and development.
Learn:
1. What project management tools Ewa made Sam use when she works with him! (And he learned to love them!)
2. Who Sam has on his digital marketing team and how he recruits talent.
3. How to wireframe, copywriter, and design a Landing Page.
In detail: How to build a killer Thankyou Page (your hidden weapon in your funnel!).
4. In Detail: How Sam storyboards and writes email sequences that make big money (over 90% of his revenue comes from email).
How to Optimize the Most Important Pages In Your Marketing FunnelDigital Marketer
Original Blog Post: http://bit.ly/1lKdA8U | Don't underestimate the importance of the most misunderstood, misused and mistreated pages on your website… the “Thank You” Page.
Your Marketing Funnel is a Hot Mess - 8 Strategies for Improvement - check out the SlideShare presentation by Erin Sagin, PPC Evangelist & Community Manager at Wordstream and Michal Leszczynski, Content Marketing Manager at GetResponse.
You can access the webinar recording on GetResponseTV - http://bit.ly/GR-Funnel-Webinar
[Webinar] Master the Art of Social Selling - APACHubSpot
Context, Content and Alignment are the key to any successful sales and marketing partnership. This presentation is designed for marketers and sales professionals to outline the power of social media and content for driving the sales funnel.
Larry Kim's Top 10 Facebook Hacks of all time!GrowthHackers
"These days content marketing feels like a suicide mission,” Says Larry Kim.
That’s in part because marketing demand generation has changed and has become so incredibly competitive. So how can brands and marketers get more leads and sales without spending an arm and a leg?
Two words: Social ads.
Facebook and Twitter Ads are governed by complex ad algorithms which govern how often your ads are shown and how much you pay per click.
The good news is: any algorithm has loopholes and can be cracked. Join Larry for a presentation of unusual-yet-proven social media advertising strategies designed to generate millions of page views at a tiny fraction of a penny per click, then how to convert those visitors into valuable leads and sales for your business.
In this webinar, Larry Kim will cover:
The algorithms of social ads: Relevancy Score and Quality Adjusted Bid - How much you should bid, which ads you should run, which ad objectives you should choose
Advanced ad targeting strategies, including how to use social ads to make content go 'viral' on social media outlets like Reddit, LinkedIn Pulse, Medium, Hacket News and more
Social re-marketing: strategies for turning clicks into leads and sales on the cheap
The Growth Marketing User Guide (10 case studies)Nate Desmond
Gives a brief overview of two major growth hacking frameworks (customer lifecycle and company lifecycle). Also includes some fun case studies around unpaid acquisition (PR, email marketing, content marketing, SEO)
The pay-per-click advertising landscape is ever changing. Google alone adds hundreds of new features each year, not to mention the dozens other emerging and existing PPC platforms. So how do you know which campaigns to prioritize, what new features to try, and where to cut back for the most success?
Join Larry Kim, founder and CTO of WordStream and voted the “Most Influential PPC Expert” two years running, for an exclusive webinar where he will divulge the top 10 PPC advertising hacks you need to optimize your PPC strategy today.
In this webinar, Larry will expose 10 key tactics to help you:
- Hack Google’s Quality Score metric to improve your ad rank while spending less
- Optimize ad copy with one counterintuitive but insanely simple approach
- Leverage mobile ads to cut out stages of the funnel where you are losing clicks
- Capitalize on the first mover advantage with Gmail ads, mobile call buttons, and more
- Analyze campaign performance to build an informed remarketing strategy
In this episode of Digital Marketing This Week, we talked about How To Optimize A Funnel. Watch this episode and you'll learn the reason why majority of marketing funnels fail and the one question all optimizers ask. Please feel free to share to your friends.
[#GHConf17] How 50 Dollars in Facebook Ads Can Drive Enormous Traffic to Your...GrowthHackers
In this presentation, Larry Kim from Mobile Monkey (previously WordStream), talks about how 50 dollars in Facebook ads can drive enormous traffic to your best content.
Growth Hacking : Disrupt the Business with Mobile!Antonin Cohen
- Top 7 Most Disruptive Mobile Startups
- What is Growth Hacking?
- Three Stages of Growth
- The Growth Hacker Funnel
- Top 10 Best Growth Hacks to Get Mobile Users Without Having to Pay for Them
Content by http://antonin.co/
Design by http://laurapedroni.com/
Growth Marketing has changed the way that marketers think about driving demand and creating successful customers, instead of only focusing on the top of the funnel. We take a look at the role of growth marketing and how growth will change SaaS businesses (for the better), including quotes from former HubSpot CMO Mike Volpe, Wealthfront VP of Growth Andy Johns, Social Capital CEO Chamath Palihapitaya and others.
Growth hacking: how to use analytics to create kickass marketing strategiesEveline Smet
Know your customer, map your conversion funnel, identify what you are going to optimize and set KPI's, track everything that you do in Google Analytics and never stop testing.
How to make a sales pipeline sales funnel excel chartSteveEqualsTrue
Tutorial to make a sales Funnel chart or sales pipeline chart in excel for your executive dashboard template. Includes links for a free excel dashboard template file and video demonstration.
Artificial Intelligence is already in a dynamically evolving phase by revolutionizing industries one by one. Advent increase in technology affects the business strategies and operations.Artificial Intelligence is already in a dynamically evolving phase by revolutionizing industries one by one. Advent increase in technology affects the business strategies and operations.
We became a witness for all companies as one of the mostly successful company and best in generating ROI for client with our services like : Digital marketing, SEO Services, Social Media Services. Also, We became welcome for our creative designs and highly developed technological website design and development.
IMarks is a specialist horizontal integration company offering comprehensive solutions and services in the dynamic field of Digital Marketing.
www.imarks.in
+91 40 30484950
More from IMarks Digital Solutions India Pvt. Ltd. (14)
3. EVERY BUSINESS HAS A
SALES FUNNEL Suspects
Suspects
Suspects
Suspects
Suspects
Suspects
Suspects
Suspects Suspects Suspects
Suspects Suspects
Customers
Customers
Customers
4. Suspects
Suspects
Suspects
Suspects
Suspects
Suspects
Suspects
Suspects Suspects Suspects
Suspects Suspects
BUT EVEN IF YOU ARE MICROSOFT
MICROSOFT,
CISCO, ORACLE, OR GOOGLE
YOUR FUNNEL WILL HAVE
BLOCKAGE
POINTS
5. WE’RE GOING TO LOOK AT HOW TO
FIND AND ELIMINATE THOSE
BLOCKAGE POINTS Suspects
Suspects
Suspects
S t
Suspects Suspects
Suspects
Suspects
Suspects
Suspects
Suspects Suspects
Suspects Suspects
Suspects
Suspects
Suspects Suspects
Suspects Suspects
Suspects
Suspects Suspects
Suspects Suspects
AND IN THE IN THE PROCESS, HELP
GREATLY INCREASE Customers
Customers
YOUR SALES
Customers
Customers
Customers
Customers
Customers
6. BUT FIRST LET’S LOOK AT SOME
BEST PRACTICES
FOR DESIGNING
YOUR FUNNEL
I CALL THIS “BUILDING A SALES & MARKETING MACHINE”
8. CLEARLY DEFINED
LEVERS THAT YOU
PREDICTABLE
PULL TO MAKE IT GO
FASTER
SALES & INSTRUMENTED
SCALABLE MARKETING WITH GREAT
MACHINE 9 METRICS
AUTOMATED COST OPTIMIZED
17. RULE NUMBER 2
If the cost per lead is too high
high,
it doesn’t belong
Exception to this rule: If you can recover cost through:
• hi h conversion rate to closed deals
higher i t t l dd l
• higher average deal size
20. CLEARLY LINK FLOWS FROM
START TO FINISH
$
SEO LANDING FREE EMAIL SALES CLOSE
PAGE TRIAL CAMPAIGN TOUCH
1. At the end of every action, there should be a clear link to the next action
2. The overall flow from start to finish should be carefully designed
3. Every action should contribute clearly to moving the lead through the closed deal
24. WHAT IS TOP OF THE
FUNNEL?
customer
c stomer is not a are
aware customer has a
they have a problem, or problem and is
that your product looking for a solution
category exists
g y
GENERATE GET FOUND
AWARENESS
25. WHAT IS TOP OF THE
FUNNEL?
RAW LEAD
GENERATE WEBSITE
AWARENESS
26. WHAT IS TOP OF THE
FUNNEL?
RAW LEAD
GENERATE WEBSITE
AWARENESS &
GET FOUND
Inbound marketing
• Blogging
• SEO/SEM
• Social Media
• Influencer Campaigns
• Blogs, Press & Articles
• etc.
Outbound marketing
O tb d k ti
• Cold Calling
• etc.
27. WHAT IS THE MIDDLE OF
THE FUNNEL?
NURTURE QUALIFY MQL
(MARKETING QUALIFIED
LEAD)
28. WHAT IS THE MIDDLE OF
THE FUNNEL?
NURTURE QUALIFY MQL
(MARKETING QUALIFIED
• Webinars LEAD)
• Free Trials
• eMail Campaigns
• Newsletters
N l tt
• etc.
29. PROBLEM:
PROBLEM
MARKETING SAYS THAT’S
RIDICULOUS, I GAVE
SALES SAYS THEM A TON OF LEADS.
MARKETING ISN’T THEY JUST DON’T
FOLLOW UP ON THEM
GIVING THEM PROPERLY.
ENOUGH LEADS
MARKETING
SALES
30. CAUSE:
CAUSE
SALES CALLS A FEW
UNQUALIFIED LEADS,
AND FINDS THEY ARE
WASTE OF TIME - THEY
STOP CALLING THE
REST OF THE LEADS
SALES
36. AUTOMATE THE KEY
FUNNEL STAGES
SALES
MIDDLE OF THE FUNNEL
SELLING &
CLOSING CLOSED
NURTURING & DEAL
QUALIFYING
TOP OF THE FUNNEL
CREATING
AWARENESS
& DRIVING
TRAFFIC
37. SALES
MIDDLE OF THE FUNNEL
CRM
CLOSED
MARKETING DEAL
AUTOMATION
TOP OF THE FUNNEL
INBOUND
MARKETING
38. MEASURE
"IF YOU CAN NOT MEASURE IT,
YOU CAN NOT IMPROVE IT "
IT."
- LORD KELVIN
39. THE KEY METRICS
CAMPAIGNS
TO DRIVE
TRAFFIC
VISITORS
OVERALL
CONVERSION %
CONVERSION
%
TRIALS
(BY LEAD SOURCE)
CONVERSION
%
CLOSED DEALS
45. IN DIAGNOSING MANY FUNNEL BLOCKAGE POINTS
POINTS,
I HAVE FOUND THAT THERE IS A
CLEAR
PATTERN…
PATTERN
46. YOU ARE HOPING YOUR
CUSTOMERS WILL DO
SOMETHING
THAT THEY ARE
NOT MOTIVATED TO DO
47. IN OTHER WORDS…
WORDS
YOU DESIGNED YOUR FUNNEL
THE WAY YOU HOPED IT WOULD
WORK…
BUT YOU MAY NOT HAVE THOUGHT ENOUGH ABOUT
THE CUSTOMER’S POINT OF
CUSTOMER S
VIEW
48. JBOSS EXAMPLE
PUT A REGISTRATION FORM
U GS O O
ON THEIR WEB SITE BEFORE
A FREE DOWNLOAD
IMPACT
CUT THE DOWNLOAD RATE
BY MORE THAN 10X
49. GET INSIDE YOUR
CUSTOMER’S HEAD
CONCERNS
- Hate being sold to
- Find it offensive to give
name and email
- Don’t want to get spam
sales emails
- Worried that email
address will be given to
other marketers
th k t
50. UNDERSTAND WHAT
MOTIVATES THEM
CONCERNS
MOTIVATIONS
- Want to solve my problem
- Recommendation from a friend
- Education
- Data/ information reports
- Entertainment
- Free stuff
- Meeting other people like me that
have insights to share
51. CREATE A SOLUTION THAT
ENTICES THEM AND ADDRESS THEIR CONCERNS
CONCERNS
ENTICE &
ADDRESS CONCERNS
- Customer testimonials address
vendor risk
- Free trials address product
viability and fit concerns
- Lowest price guarantees
52. JBOSS example
- FREE open source software
- d l d d 5 MILLION ti
downloaded times
- selling documentation $27,000 per month
g $ , p
53. JBOSS example
a carrot to incent them to provide
NEEDED: an email address
SOLUTION: give away the documentation
for free
RESULT: 10,000
10 000 leads per month
54. EXAMPLE: DRIVING TRAFFIC TO YOUR WEB
SITE
GETTING FOUND
Not going to find your site
unless:
concerns - On top page of Google
search results
- Recommended by a trusted
source
- Referred to in social media or
blogosphere
55.
56.
57. LESSONS FROM WEBSITE
GRADER
• Free tools drive viral spread
p
• Low customer work required
• High value delivered
• Score leverages competitive urge
• Builds trust through clear
demonstration of expertise
60. USING DATA TO DRIVE WEB
TRAFFIC
SYSOMOS: SOCIAL MEDIA MONITORING
LEVERAGED THEIR DATABASE TO
CREATE BLOG POSTS WITH DATA ON
TOPICS OF CURRENT INTEREST:
• IRAN ELECTION RIOTS
• TWITTER’S GROWTH
• FACEBOOK USAGE
61.
62. LED TO
TO:
SYSOMOS ARTICLES IN
ECONOMIST, NY TIMES
WEB TRAFFIC TO READ THE FULL REPORT
LEADS – IMPRESSED BY THE CAPABILITIES
OF THE SOFTWARE
63. GETTING CUSTOMERS TO SIGN UP FOR A
TRIAL
- I don’t have the time
- I don t want to get
don’t
spam email
concerns - Yet another password
to remember
64. RE THINK
RE-THINK THE PROCESS
CONVENTIONAL SIGN UP CONVERT
APPROACH FOR TRIAL WOW! TO
CUSTOMER
WOW! FIRST, CONVERT
SIGN UP
TO
REGISTER LATER WOW! FOR TRIAL
CUSTOMER
Source: Josh Porter – Designing for Social Traction
69. DROPBOX: SIMPLE FILE SHARING SOFTWARE
– Get you hooked for free
– Storage slowly increases to the point where you need t pay
St l l i t th i t h d to
– But by then they have established trust
– And it is hard to move your data that is shared with others
70. First Contact Sell
Build Build
First Contact Sell
Relationship Trust
71. SELLING IS 10X EASIER…
ONCE YOU HAVE ESTABLISHED TRUST
74. THE KEYS TO SUCCESS
DEEP UNDERSTANDING OF YOUR CUSTOMER
• What don’t they like?
• What do they like/need?
y
• What motivates them?
• What are their problems?
• What does their boss expect of them?
• etc.
Combined with
OUT-OF-THE-BOX THINKING
75. APOLOGIES
MY EXAMPLES ARE ALL SOFTWARE COMPANIES
THIS APPLIES EQUALLY WELL IN OTHER BUSINESSES
82. WE WENT FROM
THIS:
1. Align
2. Link
3.
3 Automate
4. Measure
5. Analyze
6.
6 Improve
83. TO THIS…
THIS
1. IDENTIFY
2. UNDERSTAND
3. ENTICE
4. Align
5. Link
6. Automate
7. Measure
8.
8 Analyze
A l
9. Improve
84. THE NINE STEPS
1. IDENTIFY Identify people in purchase decision
2. UNDERSTAND Address their buying process and concerns
Design actions to pull them through buying process
3. ENTICE
& address concerns
4. ALIGN Ensure funnel actions lead directly to sales
5. LINK Link every funnel action to the next step
6. AUTOMATE Use software to automate
7. MEASURE Measure key funnel metrics
8. ANALYZE Identify blockage points
Brainstorm better enticements and ways to address
9. IMPROVE
concerns