Behind every successful marketing and sales organization is a well-tuned revenue funnel.
A revenue funnel is designed to save businesses from random acts of marketing or fly by the seat of their pant sales. This workshop will help attendees define and create a revenue blueprint that drives prospects from the top of the funnel all the way to customers.
Even if you already have a defined revenue funnel, this session helped you further optimize the buyer’s journey through using data to create marketing and sales touches to drive success. Revenue funnels ensure that marketing and sales are talking to the right person, with the right message at the right time.
Describes the steps required to build a Sales and Marketing Machine that is predictable, scalable, automated, well instrumented, and cost efficient.
This was a presentation that I gave at the Lean Startup Circle in Boston on March 24th, 2011.
For many years, marketers have trusted the digital marketing funnel as their go-to strategy for acquiring new customers. The digital landscape is shifting, and while a lot of people still believe in the funnel, there is a new alternative available now.
The Art of Startup Customer AcquisitionMartin Wrobel
"How to choose the right sales and marketing channels for your startup?"
Presentation of "Martin Wrobel" at "Startup Night 2016" at "Chamber of Commerce and Industry of Berlin"
Must-have marketing know-how for high-growing SaaS companiesEgri Viktor
If you are an owner of or marketer at a SaaS company, you should really know these to scale your business to the next level:
Why should you take advantage of inbound marketing?
What is a buyer persona?
How to choose the right business and marketing model for your business?
How to generate leads?
Why and how should you implement lead nurturing?
What is marketing automation?
What is the must have software pack for your marketing?
A simple but powerful slide deck that I use to explain the mission, structure, and guiding principles of an effective B2B marketing team. I use the analogy of a flywheel to show how the key components of the org revolve around and pick up energy from, the brand, website, content assets and marketing automation system.
Verify Digital - Verified Lead GenerationMatthew King
Lead generation and verified leads from Verify Digital. Complete methodology from Understanding Brand & Target Audience through to Verified Leads. Visit www.verifydigital.me
Describes the steps required to build a Sales and Marketing Machine that is predictable, scalable, automated, well instrumented, and cost efficient.
This was a presentation that I gave at the Lean Startup Circle in Boston on March 24th, 2011.
For many years, marketers have trusted the digital marketing funnel as their go-to strategy for acquiring new customers. The digital landscape is shifting, and while a lot of people still believe in the funnel, there is a new alternative available now.
The Art of Startup Customer AcquisitionMartin Wrobel
"How to choose the right sales and marketing channels for your startup?"
Presentation of "Martin Wrobel" at "Startup Night 2016" at "Chamber of Commerce and Industry of Berlin"
Must-have marketing know-how for high-growing SaaS companiesEgri Viktor
If you are an owner of or marketer at a SaaS company, you should really know these to scale your business to the next level:
Why should you take advantage of inbound marketing?
What is a buyer persona?
How to choose the right business and marketing model for your business?
How to generate leads?
Why and how should you implement lead nurturing?
What is marketing automation?
What is the must have software pack for your marketing?
A simple but powerful slide deck that I use to explain the mission, structure, and guiding principles of an effective B2B marketing team. I use the analogy of a flywheel to show how the key components of the org revolve around and pick up energy from, the brand, website, content assets and marketing automation system.
Verify Digital - Verified Lead GenerationMatthew King
Lead generation and verified leads from Verify Digital. Complete methodology from Understanding Brand & Target Audience through to Verified Leads. Visit www.verifydigital.me
There are a ton of organic (content: blog, podcast, whitepaper...; SEO; Social, Email..) and Paid (PPC, FB, PR...) channel - How to pick the right customer acquisition channel for my startup?
Regardless of channel, what are the basics of creating compelling copy, creatives, messages etc.
How to scale once you've identified target customer, channel, and message
Rethinking the classic marketing to sales funnel for the digital age and the demands of ROI in your marketing.
There are two important reasons we all need to revisit the classic marketing to sales familiar funnel: 1) the disruption of this digital age, not just the Internet but the Internet of Everything and digital’s disruptive effect on marketing programs and plans. 2) the mounting leadership demand for ROI and other metrics to prove the worth of our marketing and to calculate the effectiveness of our sales efforts.
You will learn:
–How to rethink the purpose of marketing as a lead generation engine and explain your marketing program to leaders
–How a digital sales force can allow marketers to go direct to prospects and create interest and leads without as much hands on effort from your busy or otherwise BD-challenged professionals
–The fundamentals of getting clear, noticed, and chosen and how those things help you get results.
–The importance of compelling content as digital jet fuel for a digital sales force
–The difference between branded anchor content and chatter content
What it is, when to invest and how to do it.
This session focused on the basics of product marketing and why it matters including positioning, personas, key messaging, product launch cycles and more.
The Complete Guide to Creating an Ideal Customer ProfileRepIQ
Discover how you can start selling more faster with an Ideal Customer Profile (ICP). This step-by-step guide covers everything you need to know to develop, implement, test & optimize your ideal customer profile. You can view the original blog post here: http://hydeparkangels.com/ideal-customer-profile/
Hana Abaza (Shopify Plus) - How to build your revenue engine for Series AStartupfest
Understanding how to scale growth in SaaS and can make (or break) your ability to boost revenue. It comes down to three things: people, process and tools. How do you structure your marketing and sales teams? What are processes do you need? What tools should you use? How do you measure impact?
Key takeaways for this session include:
- Three phases of building a team and how to structure your funnel at each stage
- How a tight marketing ops process can be a competitive advantage
- How to bridge the gap (or avoid it in the first place) between marketing & sales
- What key metrics show the efficiency of your funnel operations
Beyond Revenue Performance: The Real KPIs of B2B MarketingMarketo
Revenue performance has become standard for B2B marketers with more than 3/4 of global B2B marketing decision makers measuring marketing’s impact on pipeline & revenue. Check out these slides from our guest, Lori Wizdo from Forrester, to learn what the real KPIs of B2B marketing are.
Product Marketing Fundamentals - Course Overview Carolyn Bao
Stats show that most businesses failed due to lack of product market fit. What is product market fit? How can an organization increase product market fit as it grows from 0 to 1 or scales from 1 to 100? What is the role of product marketing throughout the product life cycle that can help improve product market fit? The Clarity Product Marketing Fundamentals course will help you develop a holistic understanding of what PMM is and how it adds value to a company. You may have heard of these before, but how do they connect with each other and how can one utilize these: inbound product research and business cases, customer personas, product value proposition and messaging, product GTM planning and management, thought leadership content and more. (Course is currently taught in Chinese with English slides. Leave a comment if you'd like to have the course taught in English.)
By Ms. Marguerite Zimmerman
CEO of e=mz2 (Momentium)
www.emz2.com
In this session you will gain knowledge and skill on how top performers:
Identify and develop sales opportunities
Prepare and strategize for effective sales meetings
Deploy evidence based face to face selling skills to build trust, create need and help the buyer make a buying decision
How to use third party stories to leverage the sale.
4 Customer Success Data Hacks to Identify your Ideal Customer ProfileGainsight
This slide deck - from a presentation given by Customer Success Evangelist at Gainsight, Lincoln Murphy - focuses on what goes into creating an Ideal Customer Profile and how to use existing Customer Success Data to surface customers most likely to be successful, acquired profitably, with expansion potential, or those most likely to be an advocate for you.
The most successful Enterprise SaaS or subscription companies - in fact, any company that values a long-term and expanding relationship with their customers - know that growing revenue only through new customer acquisition is the less efficient way to scale. Rather, they understand that growing revenue within your existing customer base - through up-sells, cross-sells, and expanded use - is the most profitable way to scale.
In fact, Enterprise SaaS companies that grow revenue - and company valuation - by expanding revenue within their existing customer base also know the key to making this work is to focus on - and operationalize - Customer Success.
Understanding How The Sales Funnel & Inbound Marketing Generate LeadsKennedy Andersson AB
The buyer’s journey across all industries and segments has evolved over recent years with the proliferation of the Internet. Learn how with Inbound marketing to use the Sales funnel to generate more leads for your business.
How to interpret Google Analytics reports to measure marketing efforts, optimize website performance
and make informed decisions about web content and design.
Sbims presentation preparing to build your brand online - september 10Marketing Angels
Presentation by Michelle Gamble, Chief Angels at Marketing Angels. Presented 28th of September 2010 in Sydney at the Small Business Internet Marketing Secrets seminar. Part of Small Business September.
Get inside your Buyers Head - Improve Funnel Conversion RatesDavid Skok
SaaStock 2018 Dublin.
Everyone wants more sales. In this presentation, David Skok unlocks the secrets to how he has been able to work with company after company and help them discover breakthroughs that drastically improve their conversion rates. The secret behind it all is become a master at understanding how your buyer thinks as they go through their purchasing journey, and as they experience your marketing and sales.
There are a ton of organic (content: blog, podcast, whitepaper...; SEO; Social, Email..) and Paid (PPC, FB, PR...) channel - How to pick the right customer acquisition channel for my startup?
Regardless of channel, what are the basics of creating compelling copy, creatives, messages etc.
How to scale once you've identified target customer, channel, and message
Rethinking the classic marketing to sales funnel for the digital age and the demands of ROI in your marketing.
There are two important reasons we all need to revisit the classic marketing to sales familiar funnel: 1) the disruption of this digital age, not just the Internet but the Internet of Everything and digital’s disruptive effect on marketing programs and plans. 2) the mounting leadership demand for ROI and other metrics to prove the worth of our marketing and to calculate the effectiveness of our sales efforts.
You will learn:
–How to rethink the purpose of marketing as a lead generation engine and explain your marketing program to leaders
–How a digital sales force can allow marketers to go direct to prospects and create interest and leads without as much hands on effort from your busy or otherwise BD-challenged professionals
–The fundamentals of getting clear, noticed, and chosen and how those things help you get results.
–The importance of compelling content as digital jet fuel for a digital sales force
–The difference between branded anchor content and chatter content
What it is, when to invest and how to do it.
This session focused on the basics of product marketing and why it matters including positioning, personas, key messaging, product launch cycles and more.
The Complete Guide to Creating an Ideal Customer ProfileRepIQ
Discover how you can start selling more faster with an Ideal Customer Profile (ICP). This step-by-step guide covers everything you need to know to develop, implement, test & optimize your ideal customer profile. You can view the original blog post here: http://hydeparkangels.com/ideal-customer-profile/
Hana Abaza (Shopify Plus) - How to build your revenue engine for Series AStartupfest
Understanding how to scale growth in SaaS and can make (or break) your ability to boost revenue. It comes down to three things: people, process and tools. How do you structure your marketing and sales teams? What are processes do you need? What tools should you use? How do you measure impact?
Key takeaways for this session include:
- Three phases of building a team and how to structure your funnel at each stage
- How a tight marketing ops process can be a competitive advantage
- How to bridge the gap (or avoid it in the first place) between marketing & sales
- What key metrics show the efficiency of your funnel operations
Beyond Revenue Performance: The Real KPIs of B2B MarketingMarketo
Revenue performance has become standard for B2B marketers with more than 3/4 of global B2B marketing decision makers measuring marketing’s impact on pipeline & revenue. Check out these slides from our guest, Lori Wizdo from Forrester, to learn what the real KPIs of B2B marketing are.
Product Marketing Fundamentals - Course Overview Carolyn Bao
Stats show that most businesses failed due to lack of product market fit. What is product market fit? How can an organization increase product market fit as it grows from 0 to 1 or scales from 1 to 100? What is the role of product marketing throughout the product life cycle that can help improve product market fit? The Clarity Product Marketing Fundamentals course will help you develop a holistic understanding of what PMM is and how it adds value to a company. You may have heard of these before, but how do they connect with each other and how can one utilize these: inbound product research and business cases, customer personas, product value proposition and messaging, product GTM planning and management, thought leadership content and more. (Course is currently taught in Chinese with English slides. Leave a comment if you'd like to have the course taught in English.)
By Ms. Marguerite Zimmerman
CEO of e=mz2 (Momentium)
www.emz2.com
In this session you will gain knowledge and skill on how top performers:
Identify and develop sales opportunities
Prepare and strategize for effective sales meetings
Deploy evidence based face to face selling skills to build trust, create need and help the buyer make a buying decision
How to use third party stories to leverage the sale.
4 Customer Success Data Hacks to Identify your Ideal Customer ProfileGainsight
This slide deck - from a presentation given by Customer Success Evangelist at Gainsight, Lincoln Murphy - focuses on what goes into creating an Ideal Customer Profile and how to use existing Customer Success Data to surface customers most likely to be successful, acquired profitably, with expansion potential, or those most likely to be an advocate for you.
The most successful Enterprise SaaS or subscription companies - in fact, any company that values a long-term and expanding relationship with their customers - know that growing revenue only through new customer acquisition is the less efficient way to scale. Rather, they understand that growing revenue within your existing customer base - through up-sells, cross-sells, and expanded use - is the most profitable way to scale.
In fact, Enterprise SaaS companies that grow revenue - and company valuation - by expanding revenue within their existing customer base also know the key to making this work is to focus on - and operationalize - Customer Success.
Understanding How The Sales Funnel & Inbound Marketing Generate LeadsKennedy Andersson AB
The buyer’s journey across all industries and segments has evolved over recent years with the proliferation of the Internet. Learn how with Inbound marketing to use the Sales funnel to generate more leads for your business.
How to interpret Google Analytics reports to measure marketing efforts, optimize website performance
and make informed decisions about web content and design.
Sbims presentation preparing to build your brand online - september 10Marketing Angels
Presentation by Michelle Gamble, Chief Angels at Marketing Angels. Presented 28th of September 2010 in Sydney at the Small Business Internet Marketing Secrets seminar. Part of Small Business September.
Get inside your Buyers Head - Improve Funnel Conversion RatesDavid Skok
SaaStock 2018 Dublin.
Everyone wants more sales. In this presentation, David Skok unlocks the secrets to how he has been able to work with company after company and help them discover breakthroughs that drastically improve their conversion rates. The secret behind it all is become a master at understanding how your buyer thinks as they go through their purchasing journey, and as they experience your marketing and sales.
Aviva Walsh's demonstration revolved around Inbound Sales and how to implement it in your business. Watch her presentation to learn more about Inbound Sales and the alignment of Sales and Marketing.
The Definitive Guide to Lead Generation WorkbookMarketo
Get some fresh ideas for your lead generation plan! This fun, interactive workbook, helps marketers develop their lead generation strategies through templates, fill-in-the-blanks, group exercises, word searches, checklists, and more.
Zero to 100 - Part 2: Building a Repeatable, Scalable Growth ProcessDavid Skok
Zero to 100 is a learning program from David Skok. It is a detailed instruction manual for how to take your startup from zero to $100m, with a particular focus on the area of building a go-to-market machine. So many of today’s founders come from a product or technical background, and have never been involved with sales and marketing. Right after starting their venture, they are hit with the huge problem of how to build their go-to-market organization and processes. It breaks the journey down into 9 steps, and explains why it is crucial not to skip steps in this journey in the rush to get ahead. The major emphasis of the course focuses on building a repeatable, scalable and profitable growth machine. Once you have that in place, you are ready to hit the gas and scale like crazy.
To see videos of the presentations, click here: https://www.forentrepreneurs.com/matrix-growth-academy-zero-to-100-videos/
In this slide deck, David Skok talks through his 9 step process for B2B startups to get through product/market fit, and to then find a repeatable, scalable, and profitable growth process.
In David's experience some of the most fatal and expensive mistakes founders make is trying to skip steps. Understanding this roadmap will save you countless hours and potentially millions of wasted dollars.
9 Steps to Repeatable, Scalable, & Profitable GrowthDavid Skok
In this slide deck, David Skok talks through his 9 step process for B2B startups to get through product/market fit, and to then find a repeatable, scalable, and profitable growth process.
In David's experience some of the most fatal and expensive mistakes founders make is trying to skip steps. Understanding this roadmap will save you countless hours and potentially millions of wasted dollars.
Building a Sales and Marketing machine for a B2B software company involves many functions working together. This slide deck explores the process of funnel design that is highly buyer centric. It looks at the Buyer journey, and how to successfully construct a buying process that they buyer will enjoy going through, which is very different from the typical sale process that is designed from the vendors standpoint, and fails because the buyer is not motivated to go through the steps.
Linkedin and Miller Heiman group came up with a research study to derive way of optimizing use of sales navigator. This presentation is adapted from that study/ebook, in context to my organization's selling perspective.
The First Steps to Successful Account-Based MarketingSangram Vajre
From Dreamforce 2016, Terminus CMO & Co-Founder, Sangram Vajre, presents with Jim Hopkins, Sr. Product Marketing Manager at Salesforce Data.com, on how to get started with account-based marketing by taking the #FlipMyFunnel approach: Identify, Expand, Engage, Accelerate, then Measure.
Digital Marketing: The Game Changer for Businesses in a Post COVID-19 EconomyBoulder SEO Marketing
Webinar slides of "Digital Marketing: The Game Changer for Businesses in a Post COVID-19 Economy". Learn more at https://boulderseomarketing.com/seo-and-social-media-classes/digital-marketing-course/
An overview of the sales lead generation for Business-to-Business (B2B) companies. Describes the goals for lead generation, and the main categories (Inbound and Outbound). Describes the key steps in setting up a lead generation programme. Also provides short overview of Account Based Sales.
Similar to Right Touch, Right Person, Right Time Workshop (20)
As a marketer, you are more than aware that the stories of the individuals directly impacted by the organizations/companies you represent and their goods/services, are what allow our message to connect with the emotions of the intended audiences.
Jim Tagye, Director of Marketing Communications at the Mercy College of Health Sciences presented at AMA Iowa's June special interest group. The nurturing of authentic relationships within the College has placed Tagye in a position to tell compelling stories. Tagye will share his experience working with Applied Art & Technology to create a powerful video story that has allowed the internal marketing team a way to leverage conversations with leadership related to the importance of developing future projects that can have similar impact.
Mercy College of Health Sciences took a series of strategic steps before teaming up with Applied Art & Technology (AAT) who pulled the necessary elements together in such a manner that truly connected the college message with emotions. Creative license was given to AAT so they would not limit their focus on only the best video examples in higher education, rather deliver “the best” in the video industry as an aspirant.
The result is a powerful video story to share that has been and will continue to be shared with key influencers and constituents. Results and metrics from a focused digital campaign serving up the videos, using attributes associated with online behavior in conjunction with Blue Compass was shared.
In 2017, at our April luncheon, Jeff Julian presented on understanding what goes into producing valuable video assets. In September 2017, we invited Jeff back to host a video focused workshop where he dove even deeper into the topic of video marketing.
Named a “Woman of Influence” by the Austin Business Journal, Stacy Armijo provides her perspective about how to increase your personal influence and, in turn, elevate the role of the marketing function in your organization. Presented at the March 24th AMA Iowa Special Interest Group.
Slides from the AMA Iowa July 13, 2016 luncheon on Insights that Transform Businesses. Presented by Rob Malcolm, Executive in Residence, Center for Consumer Insight and Marketing Strategy, McCombs School of Business
The session describes how trusted peers get results as other tactics are in decline, especially with millennials. Learn how to success with similar efforts.
This session will provide innovating brainstorming techniques and include an interactive breakout session to take ideas and convert them to action within 15 minutes.
Panelists from a large company, a small company and a software consulting firm will share insights on how their companies are tackling the arena of Big Data and how to leverage a variety of data sources for strategic decision-making.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
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
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.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
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.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
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.
3. Agenda
• What is a Revenue Funnel?
• Defining Your Audience
• Building the Funnel
• Mapping Marketing to Buyers’
Journey
• Measuring Success
• Operationalizing the Funnel
5. Revenue Funnel
Definition: The business process
your organization uses to
generate, transition & nurture
prospects from marketing through
sales on the journey to becoming
a customer.
6. Why Are Funnels Important?
Align marketing & sales efforts
• Create a smooth journey for prospects
• Remove internal obstacles
Predict revenue
• Project how many closed-won deals
• Forecast future revenue
• Make smarter decisions about investments
Platform for future sucess
• Repeatable, scalable & measurable
• Find & fix issues
• Direct path to growth
?
7. A revenue funnel is designed
to save you from random acts
of marketing or fly by the seat
of your pants sales.
12. Right
Person
It costs 5 times
as much to
attract a new
customer, than
to keep an
existing one
Invesp
13. Identifying the Right Person
What is a Customer Profile?
The firmographic/demographic, behavioral, environmental
attributes of companies that are the best fit for your
product/services.
What is a Persona?
Generalized representation of ideal customer.
Why it’s Important?
• Focus resources on right leads
• Faster sales cycle (higher conversions)
• Extend Customer Lifetime Value (CLV)
• Ranking & Scoring
14. Building Ideal Customer Profiles/Personas
1. Gather Data
• Find strong customers
• Patterns
2. Describe Customer
• Demographic/Firmographics/Technographics
• Culture/Organization/Background
• Behavior/Buying Signals
3. Interview Customers
• Experience with product/service
• Why did they purchase
• Pain points/problems solved
• Complaints
4. Identify Characteristics
• Common treads
• Motivators/Challenges
• Mindset
• Talk to Sales/Customer Success
• Source of information
15. B2B Ideal Customer Profile Example
ACME Company
Technographics
• Has WordPress CMS
• Using HubSpot or Marketo
• Uses Salesforce as CRM
Firmographics
• Between 50-100 employees
• Has internal sales team
• United States or Canada HQ
• Annual Recurring Revenue
(ARR) of at least $5M
Industries
• Technology
• Retail
• Software
• Business Services
Challenges
• Lack of inbound
traffic/resources
• High bounce rates from website
• Fast buying cycle, need to
capture sooner
16. B2B Ideal Customer Profile Example
ACME Company | Target Personas
VP of Sales Director of Demand GenVP of Marketing
17. B2B Ideal Customer Profile Example
Background/Demographics
• VP of Marketing (currently in
role for 1 year)
• Worked marketing for SaaS
companies for last 15 years
• Married with two kids (15 & 12)
• Skews Female
• Age 45
• Household Income: $170,000
Marketing Persona
Jenny Jones • Increase marketing sourced
revenue
• Empower team’s capabilities
• Grow team
• Support sales
Goals
• Time/Resources
• Staying on top of trends/new
technology while being VP
• Receiving buy-in from
other peers
• Being replaced by more
innovative marketer
• Missed goals
• Proving ROI/Purchasing
right solutions
Challenges/Fears
Characteristics
• Technology savvy
• Does not respond to phone
calls or mass emails
• Reads industry blogs
• Posts on LinkedIn daily
• Builds relationships in person
• Easy integration and management
• Cost effective
• Proven ROI
• Cross-functional training
Our Value
18. B2C Persona Example
Mary Smith
Age: 28
Occupation: 5th Grade Teacher
Marital Status: Married
Household Income: $89,000
Location: Kansas City, MO
Family: Expecting first child in
four months
Education: Bachelor’s Degree
in Education
Goals: Support and safety of family
& friends
Values: Family, friends, students
Fears/Challenges: Buyer’s
remorse, overwhelmed with options
Objections: Cost, safety ratings,
convertibility
Role in Purchase: Decision maker
Source of Information: Facebook,
Amazon reviews, family-focused
blogs with product reviews
“I want what is best for my family”
25. Building a Funnel Blueprint
What is a Funnel Blueprint?
Written definitions of the stages in your
revenue funnel
What is a Stage?
• Segmentations of people who are at
the same level of understanding and
engagement with your product
• Varies for each stage: TOFU,
MOFU and BOFU
26. Qualities of an Effective Blueprint
Address Consensus
• Involved with process, must agree
Comprehensive
• Address all possible situations a prospect
could encounter in your “buyer’s journey”
Outline Who Owns What
• TOFU, BOFU – Straightforward
• MOFU – Critical Stage for Handoff
Address Stage-Hopping
• Must address all type of movement
• Prospects move backward, skip, fall out
28. Building a Revenue Funnel
1. Map the Customer Journey
• Understand the steps customers take
2. Map the Marketing/Sales Stages
• Align the marketing/sales process to the
customer journey
3. Define Criteria for Stages
• Entry & exit criteria
• Non-linear movement
• Ownership of stages
4. Document/Agreement
5. Implement & Test
6. Communicate
7. Track & Monitor Performance
8. Review & Revise
29. The Funnel: B2C vs. B2B – Mapping the Journey
Awareness
Interest
Consideration
Intent
Evaluation
Purchase
SEARCH FOR
INFORMATION
BUYER EXAMINES
PRODUCT & REVIEWS
BUYER SHARES RESEARCH WITH
STAKEHOLDERS
BUYER COMPLETES DEMO
BUYER GETS CONTRACT
SIGNED CONTRACT
BusinesstoBusiness
SEARCH FOR
INFORMATION
LEARN ABOUT
PRODUCTS
READ REVIEWS AND
COMPARE PRODUCTS
PUTS PRODUCT IN CART
REVIEWS CART AND CHECKS OUT
SALE COMPLETE
BusinesstoConsumer
30. The Funnel: B2C vs. B2B – Mapping the Journey
Awareness
Interest
Consideration
Intent
Evaluation
Purchase
WEB CONVERSIONS
ARE LOW
RESEARCHES HOW TO
INCREASE CONVERSIONS
RESEARCHES POSSIBLE
VENDOR SOLUTIONS
SEES DEMO OF
POSSIBLE VENDORS
REVIEWS CONTRACT,
NEGOTIATES PRICE
SIGNS CONTRACT
LiveChat
FINDS OUT
EXPECTING
LEARNS ABOUT CAR
SEAT PROVIDERS
READS PRODUCT
REVIEWS & SAFTEY
TESTS, WORD OF MOUTH
NARROWS SELECTION
TO TWO CAR SEATS
PLACES FINAL DECISION IN CART
AND REVIEWS
SUBMITS ORDER
CarSeat
31. The Funnel: Inbound vs. Outbound
Outbound
LIST OF
PROSPECTS
PROMOTE CONTENT, BUILD
RELATIONSHIPS
GROW TRAFFIC,
SCORE PROSPECTS
CONNECT DIRECTLY WHEN
SCORE IS HIGH ENOUGH
IDENTIFY PAIN POINTS,
DESCRIBE VALUE OF SOLUTION
SIGNED CONTRACT
CREATE
CONTENT
SEND MASS EMAILS
TRACK INTERACTIONS,
SCORE PROSPECTS
CONNECT DIRECTLY WHEN
SCORE IS HIGH ENOUGH
IDENTIFY PAIN POINTS,
DESCRIBE VALUE OF SOLUTION
SIGNED CONTRACT
Inbound
Awareness
Interest
Consideration
Intent
Evaluation
Purchase
32. The Funnel: Map to Marketing/Sales Stages
Awareness
Interest
Consideration
Intent
Evaluation
Purchase
IDENTITY IS KNOWN,
NO ENGAGEMENT
HAS POSTIVITELY
ENGAGED
EXPLICIT INTEREST, SCORING,
MEETS QUALIFICATION CRITERIA
DEEMED QUALIFIED BY SALES,
MEETS BANT, DEMO COMPLETED
REQUESTS CONTRACT
SIGNS CONTRACT
Definition
KNOWN
ENGAGED
MARKETING QUALIFIED
SALES
ACCEPTED/QUALIFIED
OPPORTUNITY
CUSTOMER
Marketing/SalesStage
33. Example: Stage Criteria for Consideration Stage
Awareness
Interest
Consideration
Intent
Evaluation
Purchase
Owner: Marketing/Business Development
Business Definition
Entry: A potential customer expresses interest
in your product/service and fits your
qualification criteria
Exit: The sales team verifies the interest level
and qualifies the potential customer making it
an “opportunity” and a value is applied to the
future sale
Technical Definition
Determine when using automation platforms
such as Salesforce or HubSpot and Marketo
35. Revenue Funnel – Leakage Stages
Awareness
Interest
Consideration
Intent
Evaluation
Purchase
Consideration
Intent
AdoptionAdoption
Advocacy
Expansion
Retention
• Recycle
• No BANT
• Nurture
• Disqualified
• Will Never Buy
• Closed Lost
• Lost Reason
• Nurture
• Previous Customer
• Churned Reason
• Nurture
Recycle
Closed Lost
Previous
Customer
Disqualified
36. Stage Name Owner
Entry
Business Definition
Entry
Technical Definition
Exit
Business Definition
Exit
Technical Definition
Known Marketing Known prospect identified, no
engagement, acquired through list
import, event, sales research
Status changes to Known
(Automated)
Prospect takes an action
increasing behavior score
from 0
Status changes to Engaged
(Automated)
Engaged Marketing Prospect has engaged with company on
web, social, email, etc.
Behavior score is greater than 1
(Automated)
Prospect reaches scoring
threshold or moves into
sales stages
Status changes to Marketing
Qualified (Automated)
Marketing
Qualified
Marketing
BDR
Prospect reaches qualified
engagement level
Meets scoring threshold of 100 or
completes high value engagement
(Automated)
Prospect is deemed
qualified by BDR and has a
follow up scheduled
Status changes to Sales
Accepted by BDR (Manual)
Sales Accepted BDR/Sales Prospect has been accepted by BDR
and scheduled follow up
BDR changes status to Sales
Accepted (Manual)
Prospect has scheduled
demo with Sales
Demo is scheduled, changes
status to Sales Qualified
(Automated)
Sales Qualified Sales Prospect has scheduled a demo with
Sales and BDR introduces prospect to
Sales Rep via warm transfer
Status changes to Sales Qualified
upon Demo Scheduled
(Automated)
Prospect agrees to
continue conversation post
demo completion
Opportunity is created by
Sales Rep (Manual) – Status
is changed to Opportunity
(Automated)
Opportunity Sales Opportunity is created by Sales Rep,
BANT is revaluated, amount is assigned
to deal
Opportunity is created (Manual) Contract is signed by
prospect
Opportunity is moved to
Closed Won Stage (Manual)
Customer Clients Contract is executed, prospect is now a
client
Status is changed to Client
(Automated)
Client does not renew
contract
Status is changed to
Previous Client (Automated)
Example: Revenue Funnel Blueprint
37. Revenue Funnel Mistakes
• Idea that the customer journey
is linear
• Not addressing that customers
can enter at any stage
• Lack of focus after closed-won
• Lack of granularity
• Not holistic view of journey
• Not accounting external
influences
Customer Journey Marketer
38. BUILD YOUR BLUEPRINT
What Steps Do Your Customers Take?
How Do You Track Internally?
Who Owns Each Stage?
39. More than
80%of companies have changed at least one business process
in the past three years to better interact with customer.
Avande
43. Buyer Signal
• Prospect is experiencing and expressing
symptoms of a problem or opportunity and
is actively researching solutions
Goal
• Educate prospect on single need/pain
point they want to address, without a
sales tie-in
Tactics
• Generate traffic
• Spread awareness
• Educate prospects
• Cultivate brand buzz
Top of Funnel: The Laws of Attraction
44. Buyer Signal
• Prospect has clearly defined their
problem and is committed to better
understanding available solutions
Goal
• Continue to educate, but start the
process of positioning your company as
the solution for the prospect’s needs
Tactics
• Build credibility
• Solutions to use-case challenges
• Demonstrate thought leadership
Middle of Funnel: The Qualification
45. Fit
• Meet specific criteria
for target market
• Appropriate
demographic attributes
(job title, industry,
company size,
interest)
Middle of Funnel: Defining Qualification
Interest
• Demonstration of
seriously considering
the solution
• Engaged across
multiple channels
• Requested to be
contacted
46. Qualified Prospect:
A prospect with a great
fit and high level of
interest.
Nurture
Interest
Immediate
Follow up
Avoid
Take
Orders
INTEREST
FIT
Middle of Funnel: Defining Qualification
47. The first viable vendor to reach a decision maker
and set the buying vision has a
74%average close ratio.
Forrester
48. Buyer Signal
• Prospect has decided on their solution
strategy and is ready to make final
purchasing decision
Goal
• Convert prospect into paying customer
Tactics
• Validate BANT (budget, authority,
need and timing)
• One-on-one engagement
• Create urgency (discount code)
• Product descriptions
• Value propositions
Bottom of Funnel: The Acquisition
49. Buyer Signal
• Became of paying customer
Goal
• Retention of customer, growth of advocacy
Tactics
• Special Offers
• Communication
• Responsive support and outreach
• Effective UX
• Help documentation
• Customer appreciation
Beyond the Funnel: The Relationship
50. Mapping Content to the Journey
Awareness
• Blog Posts
• Videos
• Newsletters
• SEO/SEM
• Social Media
• Checklists
• Infographics
• Podcasts
• eBooks
Qualification
• Case Studies
• How-to-Guides
• Demo Videos
• Datasheets
• Buying Guides
• Retargeting
• Advanced Content
• Product Resources
• FAQs
Acquisition
• Pricing Page
• Live Demo
• Free Trial
• Coupon/Discount
• Testimonials
• Product Reviews
• References
• Smooth Process
• Consultation
Retention • Special Offers • Great Support • Effective UX/UI
51. BUILD YOUR CONTENT FUNNEL
What Stage Does Current Content Fit?
What Additional Content Do We Need?
Is Content Working?
52. “You can’t
connect the dots
looking forward;
you can only
connect them
looking
backwards.”
- Steve Jobs
Right
Measurement
53. 1. Movement
2. Velocity
3. Conversion Rates
4. Aging
5. Activities
If you are not measuring your funnel
with key metrics, you are not able to
improve your business.
Five Key Funnel Metrics
54. “In God we trust,
all others
must bring data.”
- W. Edwards Deming
55. Net New
Movement
Measures how many records
are entering the funnel, where
they enter (top, middle or
bottom) and if the records are
sequentially progressing or
jumping between funnel stages.
DEFINITION
How many records entered
each stage,
and where did they
come from.
56. Questions it Answers
• Which funnel stages need replenished and when?
• Which records are consistently moving through the funnel?
• Which records have not advanced and need to?
• How many records have entered a recycle or nurture stage?
• How does our record movement compare to last week, month,
quarter or year?
Net New Movement
[(Number of records at end of period - Number of records at start of period) /
Number of records at start of period] x 100
Calculation
58. Questions it Answers
• What is your average conversion rate by stage?
• When do conversion rates plateau in each stage?
• Which records are converting below average and need attention?
• Is there an established pattern or do they fluctuate over time?
• Which sales and marketing activities convert records at the best return?
• Which lead source, sales rep or marketing initiative has the best conversion rates?
Conversion Rates
(Number of records that successfully exit a stage by end of period /
Number of records at start of period) x 100
Calculation
59. Velocity
Measures the rate at which
records move through the
funnel.
How LONG did it take for these
prospects to move forward.
DEFINITION
60. Questions it Answers
• What is needed to speed up records with
slower velocity?
• What resources are needed for records
moving faster than expected?
• Do overall goals or plans need adjusted
due to slower or faster velocity?
• Which lead source, sales rep or product
line has optimal velocity and why?
• Why are some opportunities closing more
quickly than others?
Velocity
Number of days or the duration of time from
when a record enters and exits a stage
Calculation
61. Aging
Measures how long a record
has remained in a particular
stage.
DEFINITION
How long a prospect
remains in a stage.
62. Questions it Answers
• When are records no longer viable and
need removed from the forecast?
• Where are records going stale and
how can they be revived?
• When should records be moved into a
nurture program?
• Are Service Level Agreements (SLAs)
or processes being followed?
Aging
Number of days in stage = Aging
Calculation
Number of days in stage = Aging
Calculation
63. Activities
The marketing and sales efforts
that drive records through the
funnel.
What effort and how many
touches did it take to
move a record.
DEFINITION
64. Questions it Answers
• How many activities were needed to move a record forward?
• How much time passed before an activity occurred once a record
entered a stage?
• Which records aren’t moving and is it related to the number of activities?
• Are activities following Service Level Agreements (SLAs)?
• Are additional budget or resources needed to successfully drive records
through the funnel if activities have not been completed?
Activities
Number of days in stage = Aging
Calculation
Activities are tracked versus calculated. Activities can be tracked by stage as well as by
buyer’s journey. It is important to also track time to first activity.
Calculation
65. Building a
funnel is how
you survive.
Operationalizing
a funnel is how
you win.
Operationalize
the Funnel
66. Operationalizing the Funnel
• Break Down Barriers
• Expand Funnel Views
• Revenue Leadership Team
o Leaders that drive/influence revenue
o Align revenue to goals
o Set meeting cadences
Learn More: www.funnelwise.com/resources
67. • Weekly Results
o What is changing in the funnel, how does it compare to goals?
• MTD/QTD/YTD Pace
o How is organization pacing to monthly, quarterly, annual
goals?
• Funnel Trends
o What metrics have changed in each stage, how does it
compare to previous week?
Reporting Cadences – Weekly
FunnelWise
68. Reporting Cadences – Monthly
• Monthly Results
o What is changing in the funnel, how does it compare to goals?
• Cross-Funnel Comparisons
o What factors should be the main focus and what is the
projected impact?
• Funnel Momentum & Gaps
o Do projections align with goals?
FunnelWise
69. Reporting Cadences – Quarterly
• Overall Goals vs. Results
o What was the quarterly result against goal?
• Next Quarter Forecast
o Are we on track to meet next quarter’s goals?
• Key Areas for Improvement
o What areas need improved next quarter?
• Strategic Adjustments
o What happened during the previous quarter and what
adjustments need made to align with growth strategy?
• CAC:LTV Analysis
o Are marketing and sales efforts creating a positive return?
• Benchmarking Report
o How does our performance compare to historical
performance as well as industry benchmarks?
FunnelWise