This document discusses the similarities between making an Irish coffee and optimizing a lead conversion funnel through data-driven marketing. It outlines a 4-step process for both: 1) generating new inquiries/adding sugar, 2) qualifying marketing leads/adding coffee, 3) converting leads to "sales ready"/adding whiskey, and 4) closing sales/adding whipped cream. The key is understanding data at each stage to refine the process and increase results, just as carefully selecting ingredients and proportions leads to the best Irish coffee. Both involve starting from the bottom or top respectively and slowly warming or cooling through 4 steps.

1. Irish Coffee Marketing
the REVERSED ANALOGY
4 steps TO LEAD CONVERSiON SUCCESS
FROM COLD TO WARM
UNDERSTANDING THE IMPORTANCE OF DATA
START BY ADDING the SUGAR 1
Add 2 sugar cubes or 1 tps. of brown sugar.
Chose a transparent glass to see through
it and enjoy the view of color mix.
4 CONVERT TO AN OPPORTUNITY
SQL: sales qualified lead.
Nurtured leads produce, on average, a 20%
increase in sales opportunities versus non-
nurtured leads. Source: DemandGen Report.
FINISH WITH the whipped CREAM 4
Carefully pour lightly whipped cream
over the back of a spoon so that it floats
nicely on top of the coffee.
1 Start by GENERATing new INQUIRIES
The foundation of it all. Marketers who
implement marketing automation software with
their nurturing programs increase their sales
pipeline contribution by an average of 10%.
Source: Forrester Research.
Heat the glass. Boil water. Pour boiling water into the glass.
Let it stand for 2mns. Empty the glass. Do not stir: the true flavor
of the Irish Coffee is obtained by drinking the warm coffee and
whiskey through the whipped cream.
DATA IS YOUR KEY TO SUCCESS. Define clear set of targets
for each stage of your buying cycle. Align your marketing goals
with the sales goals. Track marketing activity across all channels.
Analyse. Report. Optimise.
ADD the COFFEE 3
Pour 6 oz. of warm coffee
into the glass. Remember not to stir.
We recommend choosing a coffee with
character but not too strong so it settles
nicely with the other ingredients.
2 QUALIFY YOUR MARKETING LEADS
MQL (Marketing qualified leads)
CMOs at top-performing companies indicate
that their most compelling reason for
implementing marketing automation is to
increase revenue (79%) and to get higher
quality leads (76%). Source: Gleanster.
Pour the WHISKEY 2
Add 1.5 oz. shot of Irish whiskey.
Must be very warm!
Make sure the whiskey is not too
strong so it won’t dominate the taste.
3 CONVERT LEADS TO “SALES READY”
SAL: sales accepted lead.
Companies (50%) that excel in lead nurturing
generate more sales-ready leads at 33% lower
cost per lead. Source: Forrester Research.
Tips
start
start
JOB DONE! you can Now eNJOY your REWARD TO ITS BEST.
What does an Irish Cofee and lead conversion funnel have in common?
At first glance, nothing! However, they both share the 4 steps process you need to follow
to achieve maximum impact, through a good understanding and usage of data.
What is this “reversed analogy” we are talking about?
Reversed analogy resides in the process itself. For an Irish Coffee, you start at the bottom,
with the hottest ingredient. For the lead conversion funnel, you start at the top with a cold lead.
Now, let see how IT works.
For optimum results: Know your dosage • Taste • Refine < / > Know your data • Test • Optimise
Demand waterfall
Avg. Conversion %. Source: SiriusDecisions
INQUIRIES TO MQL
Avg. conversion rate
4.4%
MQL TO SAL
Avg. conversion rate
66%
SAL TO SQL
Avg. conversion rate
49%
CLOSING RATE: 20%
4 STEPS
FROM WARM TO COLD
4 STEPS
FROM COLD TO WARM
IRISH COFFEE LEAD CONVERSION
Created by: LAURENCE DEBRUYNE /in/debruynelaurence