SlideShare ist ein Scribd-Unternehmen logo
1 von 100
Downloaden Sie, um offline zu lesen
IT’S TIME TO

   TRANSFORM
  YOUR MARKETING


    Becoming a MOFU Ninja
    The Art of Guiding Prospects from Awareness to Consideration



Reed Overfelt, CEO – FullQuota
Transform Your Marketing - Become a MOFU Ninja
Your customers purchase
in stages
                             Purchase
             Consideration


                                        CLOSED
                                         DEAL


 Awareness
An organizational model for
your marketing and sales
                                     Bottom of the Funnel
              Middle of the Funnel


                                                            CLOSED
                                                             DEAL


Top of the Funnel
What is the top of the funnel?
               GET
              FOUND



   GENERATE
  AWARENESS
                         SALES
                       PROSPECT
Creating, optimizing, and
promoting exceptional and
unique content are the keys
to the top of the funnel.
Great content is rewarded by your
buyers and search engines alike.
“ TOFU
      ”
 is just dessert
“MOFU
 is where the
 beef is”
What is the middle of the funnel?

             CONVERT



                         NURTURE




                         QUALIFY



                          SALES
                       OPPORTUNITY
The middle of the funnel is
all about converting traffic
into prospects, nurturing
those prospects into leads,
and then qualifying those
leads into sales-qualified
opportunities.
HOW?
Let’s   for a second…
Up to 75% of marketing gets lost in
the middle-of-the funnel.
WHY?
Most leads
should never
be passed over
to sales.
< 25% of Leads Are Sales Ready


   are




   n



   s
                    ✗
Sales says “Marketing isn’t
creating enough leads.”
Marketing
says:

              “That is crazy! We
            give you tons of leads.
             You just don’t follow
            up on them properly!”
Sales calls a few
unqualified leads and
finds they are a waste of
time – then they stop
calling the rest of the
leads.
Step #1   Get agreement on
          the different states
          of a lead.
10%    20%
LEAD   OPPORTUNITY   Sales
Step #2   Get agreement on
          the qualification
          criteria needed to
          pass a lead from
          marketing to sales.
There are two basic components you need to
consider when qualifying a prospect.




                    +
Implicit scoring components


                            BEHAVIOR




                  RECENCY         FREQUENCY
Implicit buyer behaviors …

  Behaviors                                     Score
  Submits “Contact me” form                     +15
  Visits pricing pages                          +10
  Watches product demos                         +5    overview demo

                                                +10 detailed demo
  Downloads late-stage eBook                    +5
  Visits blog > 30 times                        +5

                               Implicit Score   +50
Explicit scoring components



                                     DEMO-
                       BANT
                                    GRAPHICS




                   •   Budget      • Company Type
                   •   Authority   • Company Size
                   •   Needs       • Industry
                   •   Timing
Explicit buyer attributes …

  Attribute      Value                                                        Score
  Budget         Yes                                                          +10
  Authority      Decision maker                                               +10
  Need           Identified, needs better visibility and reporting            +10
  Timeline       Identified, less than 3 months                               +10
  Title          CFO                                                          +15
  Industry       Professional Services, IT Consulting                         +10
  Company Size   $50M                                                         +5
                                                                Total Score   +70
Which leads are ready for sales?

                               Implicit Score
                                 50+    24-50   0-25   0
                                  1       2      3     4

  Explicit Score   50+     A


                   24-50   B


                   0-25    C


                   0       D
Step #3   Set up a series of
          gates and scores
          required to move
          through each stage
          of your pipeline.
of
 50 Points =    100 Points =
  It’s a Lead   It’s Ready for
                      Sales


     10%           20%
     LEAD         OPPORTUNITY    SALES
Step #4   Set up a dedicated
          lead management
          engine to nurture prospects
          into leads and then qualify leads
          into sales ready opportunities.
HOW?
1
Nurturing prospects
into leads
Nurturing is all about
guiding prospects from
general awareness to
actively considering your
products and services.
Guess What
Creating, optimizing,
and promoting
exceptional and unique
content are also the
keys to nurturing
prospects into leads
Why
Remember! Your buyer has changed.




                   Disclaimer: Use of social media company icons is for instructional purposes only and in no
                   way implies an association or partnership with any of the individual companies, or approval,
                   sponsorship, or endorsement by any of the individual companies.
Here are 8 simple steps for
setting up a basic content
nurture program …
Keep it simple – at first.
1 Understand
  your target
  buyer
  persona!
Understand what motivates them
 Want to solve a problem

 Education

 Data/informational reports

 Recommendation from a peer
 Meeting other people like them that
  have insights to share
2 Outline the      ?
   basic buying
                           AWARENESS




   cycle of your       ?         CONSIDERATION




   buyer.
                             ?           PURCHASE
PIPELINE STAGE
                    Awareness (TOP)                    Consideration (MIDDLE)             Purchase (BOTTOM)
                    Prospect knows there’s a problem   Prospect recognizes a need for a   Prospect seeks solution to their
BUYER’S OBJECTIVE


                    that needs to be solved            solution like yours                need; ready to buy
                    VAGUE NOTION
                    OF ‘POSSIBLE’
                    SOLUTION

                    INTERESTED IN
                    A SOLUTION


                    RESEARCHING
                    VENDORS


                    EVALUATING
                    PRODUCTS


                    NARROWING
                    FIELD


                    REFERENCE
                    CHECK


                    NEGOTIATING




                    PURCHASE




                    KEY OUTCOMES
                    SUBSCRIBE                          FOLLOW                             ENGAGE
                    OPEN                               DOWNLOAD
                    VIEW                               PARTICIPATE
                    SHARE                              INQUIRE
3 Map your
  content to the
  buying cycle.
PIPELINE STAGE
                    Awareness (TOP)                          Consideration (MIDDLE)                       Purchase (BOTTOM)
                    Prospect knows there’s a problem         Prospect recognizes a need for a             Prospect seeks solution to their
BUYER’S OBJECTIVE


                    that needs to be solved                  solution like yours                          need; ready to buy
                    VAGUE NOTION
                    OF ‘POSSIBLE’           TREND
                    SOLUTION               REPORTS


                    INTERESTED IN
                                                                            Q&A               Q&A
                    A SOLUTION             ARTICLES    eNEWSLETTER
                                                                           EBOOK            WEBINARS


                    RESEARCHING
                                                                        STEP-BY-STEP      STEP-BY-STEP
                    VENDORS
                                                                           EBOOK            WEBINAR


                    EVALUATING
                                                                            FAQ                 DEMO
                    PRODUCTS
                                                                           SHEETS               VIDEOS


                    NARROWING
                    FIELD                                                  FEATURE               CASE
                                                                                                              DEMOS
                                                                            GUIDES              STUDIES


                    REFERENCE
                                                                           ANALYST         CUSTOMER
                    CHECK
                                                                           REPORTS        TESTIMONIALS


                    NEGOTIATING
                                                                                                 DATA           ROI                PRICE
                                                                                                SHEETS      CALCULATORS           GUIDES


                    PURCHASE
                                                                                                            CHECKLISTS



                    KEY OUTCOMES
                    SUBSCRIBE                                FOLLOW                                       ENGAGE
                    OPEN                                     DOWNLOAD
                    VIEW                                     PARTICIPATE
                    SHARE                                    INQUIRE
4 Pick one piece
   of content for
   each stage of
   the buying
   cycle.
PIPELINE STAGE
                    Awareness (TOP)                         Consideration (MIDDLE)                       Purchase (BOTTOM)
                    Prospect knows there’s a problem        Prospect recognizes a need for a             Prospect seeks solution to their
BUYER’S OBJECTIVE


                    that needs to be solved                 solution like yours                          need; ready to buy
                    VAGUE NOTION


                                
                    OF ‘POSSIBLE’            TREND
                    SOLUTION                REPORTS


                    INTERESTED IN


                                
                                                                            Q&A              Q&A
                    A SOLUTION              ARTICLES   eNEWSLETTER
                                                                           EBOOK           WEBINARS


                    RESEARCHING


                                
                                                                        STEP-BY-STEP      STEP-BY-STEP
                    VENDORS
                                                                           EBOOK            WEBINAR


                    EVALUATING


                                
                                                                            FAQ                DEMO
                    PRODUCTS
                                                                           SHEETS              VIDEOS


                    NARROWING


                                
                    FIELD                                                 FEATURE               CASE
                                                                                                              DEMOS
                                                                           GUIDES              STUDIES


                    REFERENCE


                                
                                                                          ANALYST          CUSTOMER
                    CHECK
                                                                          REPORTS         TESTIMONIALS


                    NEGOTIATING


                                
                                                                                                DATA            ROI               PRICE
                                                                                               SHEETS       CALCULATORS          GUIDES


                    PURCHASE




                    KEY OUTCOMES
                                                                                                           CHECKLISTS




                    SUBSCRIBE                               FOLLOW                                       ENGAGE
                    OPEN                                    DOWNLOAD
                    VIEW                                    PARTICIPATE
                    SHARE                                   INQUIRE
5 Create a targeted
   email for each
   piece of content in
   the buying cycle
What is it?
                       Image
Clear call-to-action


                       CTA button


What will I learn?
6 Create a targeted
   landing page for
   each piece of
   content in the
   buying cycle
Landing Page – Visitor gets to this page by clicking on
an email link


 What is it?

 What do they get?

 Who’s it for?


 Basic contact info
Thank You Page – Page visited once visitor submits
form




 Download link
 Share buttons




 Call-to-Action #1                          Call-to-Action #2
7 Setup a
  schedule for
  sending the
  emails.
People process information
better in bite-sized chunks.
Schedule your content a little bit
at a time…
Nurture Progression                                         Schedule   Outcome
Email industry trend report                                 Day 1      Open, share
Send weekly e-newsletter                                    Day 7      Open
Send personal invitation to attend industry trend webinar   Day 10     Attend
Send weekly e-newsletter                                    Day 14     Open
Send weekly e-newsletter                                    Day 21     Open
Send link to recorded industry trend webinar                Day 25     View
Send weekly e-newsletter                                    Day 28     Open
Email Q&A eBook Report                                      Day 30     Download
Send weekly e-newsletter                                    Day 35     Open
Send personal invitation to attend Q&A webinar              Day 40     Attend
Send weekly e-newsletter                                    Day 42     Open
Send link to recorded Q&A webinar                           Day 55     View
Personal invitation to attend product demo webinar          Day 60     Attend, Convert
8 Launch the
  Program!
Transform Your Marketing - Become a MOFU Ninja
When Users Report Reading Email
Opens by Day
Opens by Hour
Send emails in the morning
to boost opens.

Specifically, Wednesdays at 6am!
9 Track and score
Only score the campaign!
• Remember: Every action adds to the
  prospect’s score and moves them closer
  to becoming a lead.




• Don’t automate. Yet.   Get it right first. Then automate.
YOU
HAVE A
LEAD!
NOW WHAT?
2
Qualifying leads into sales
ready opportunities
Qualifying is all about
contacting, scoring and
converting leads into sales
ready opportunities – or not!
HOW?
Inside sales teams
are uniquely effective
at contacting leads
and qualifying
them into sales
opportunities.
It takes between 3 and 8
touches – including phone
calls and emails – to contact
a prospect.
Inside Sales reps spend
over 71% of their time
interacting with
customers
(vs. <41% for field sales reps)
Inside Sales reps conduct
8 customer interactions
for every field rep’s
1 interaction.
So….
If you want   OPPORTUNITY
You need to set up (or rent!) a



Dedicated inside sales lead
qualification program
Here are 4 simple steps
for setting up a basic
lead qualification
program …
1 Create a tele blitz process
   to contact and qualify all
   leads.
Call, call, email, pause …


   Send
Intro Email

                                              Pause



              Day 1   Day 2   Day 3   Day 4           Day 5   Day 6   Day 7
Before you start ...
Be
prepared
Have a script!
Do your homework!
Practice,
practice,
practice!
MAKE
THE CALLS!
Call early in the morning, if
possible.
Morning is usually the best
time to reach people
directly, and often the time
that they’re most energized.
Tuesday from 7am to 10am is best!
Friday from 3pm to 5pm is good too!
Focus on the goal of the call


        Inform

        Qualify

        Schedule
Avoid common mistakes
   Don’t give the person you’re calling the chance to terminate the
    conversation. For instance, you should never ask, “Is this a good time
    to talk?“


   Identify yourself and the name of your company. Never say, “How are
    you today?” to a stranger. Only salespeople say this.


   Go slowly with your introduction, breaking it into separate sentences.
    Remember, prospects are still concentrating on something else. Give
    them a chance to hear you and understand what you are saying.


   Tell prospects why you are calling: to follow up on the email you sent.


   Inject pauses. Give prospects an opportunity to speak if they want to.
Finish the score!
      Budget
      Authority
      Need
      Timing
Ask for an appointment
at a specific date and
time for the next call.
Don’t one and done.
Be persistent

  80% of new sales are made after the fifth
  contact, yet the majority of salespeople
  give up after the second call.
  – AllBusiness.com
Leaving a Voicemail
If you leave a voicemail (which you will!)
 Prepare ahead of time!

 Keep it short; the goal of the message is to
  have them call you back, nothing more
 Give your phone number slowly, and repeat
  it once
 Reference your last interaction (if there was
  one!)
Leaving a Voicemail
Hello [customer name], this is Reed Overfelt, the CEO of FullQuota.

I am calling to talk you about how FullQuota - the leading provider of
inbound marketing and lead generation outsourcing services for
technology companies - can help [ insert company name ]:

1.    Get found online, and
2.    Generate more sales-ready leads.

Please give me a call back.

My number is: 855-317-1212 , 855-317-1212

Thanks and have a great day!
2 Convert all
   qualified
   leads to          QUALIFY

   opportunities
                      SALES
                   OPPORTUNITY
3 Use assignment rules to
   hand off and route
   qualified leads to sales.

         Day 0            Notification

         Day 1      If untouched, reminder

         Day 2   If untouched, reminder cc boss

         Day 3   If untouched, alert executives
4   Don’t forget to    NURTURE
    re-assign all
    unqualified or
    disengaged leads   QUALIFY

    to marketing!
You have a
sales qualified
opportunity!
ARE YOU READY TO

  TRANSFORM
 YOUR MARKETING?


    SCHEDULE A CONSULTATION TODAY

           Visit                 .com
           or
           Email reed.overfelt@fullquota.com
Image Sources
•   Slide 6 - Purchased from iStockphoto http://www.istockphoto.com/license
•   Slide 7 - Purchased from iStockphoto http://www.istockphoto.com/license
•   Slide 14 - Courtesy of free-desktop-backgrounds http://www.free-desktop-backgrounds.net/Miscellaneous-pictures/Signs-wallpaper-images/Stop-sign.html
•   Slide 13 - Purchased from iStockphoto http://www.istockphoto.com/license
•   Slide 15 - Purchased from iStockphoto http://www.istockphoto.com/license
•   Slide 16 - Purchased from iStockphoto http://www.istockphoto.com/license
•   Slide 17 - Purchased from iStockphoto http://www.istockphoto.com/license
•   Slide 29 - Purchased from iStockphoto http://www.istockphoto.com/license
•   Slide 37 - Purchased from iStockphoto http://www.istockphoto.com/license
•   Slide 38 - Purchased from iStockphoto http://www.istockphoto.com/license
•   Slide 39 - Purchased from iStockphoto http://www.istockphoto.com/license
•   Slides 40-42 - Purchased from iStockphoto http://www.istockphoto.com/license
•   Slide 45 - Courtesy of FullQuota
•   Slide 47 - Purchased from iStockphoto http://www.istockphoto.com/license
•   Slides 49-51, 53 - Courtesy of FullQuota
•   Slide 52 - Purchased from iStockphoto http://www.istockphoto.com/license
•   Slide 54 - Purchased from iStockphoto http://www.istockphoto.com/license
•   Slide 55 - Purchased from iStockphoto http://www.istockphoto.com/license
•   Slide 63 - Purchased from ShutterStock http://www.shutterstock.com/licensing.mhtml
•   Slide 65 - Purchased from iStockphoto http://www.istockphoto.com/license
•   Slide 70 - Purchased from iStockphoto http://www.istockphoto.com/license
•   Slide 77 – Purchased from iStockphoto http://www.istockphoto.com/license
•   Slide 78 –Purchased from iStockphoto http://www.istockphoto.com/license
•   Slide 79 – Purchased from iStockphoto http://www.istockphoto.com/license
•   Slide 81 – Purchased from iStockphoto http://www.istockphoto.com/license
•   Slide 82 – Purchased from iStockphoto http://www.istockphoto.com/license
•   Slide 83 – Courtesy of FullQuota
•   Slide 84 - Purchased from iStockphoto http://www.istockphoto.com/license
•   Slide 85 – Purchased from iStockphoto http://www.istockphoto.com/license
•   Slide 86 –Purchased from iStockphoto http://www.istockphoto.com/license
•   Slide 87 – Purchased from iStockphoto http://www.istockphoto.com/license
•   Slide 90 – Purchased from iStockphoto http://www.istockphoto.com/license
•   Slide 91 - Purchased from iStockphoto http://www.istockphoto.com/license
•   Slide 92 – Purchased from iStockphoto http://www.istockphoto.com/license
•   Slide 93 –Purchased from iStockphoto http://www.istockphoto.com/license
•   Slide 99 –Purchased from iStockphoto http://www.istockphoto.com/license
•   Slide 100 - Purchased from iStockphoto http://www.istockphoto.com/license

Weitere ähnliche Inhalte

Was ist angesagt?

Creating Qualified Opportunities
Creating Qualified OpportunitiesCreating Qualified Opportunities
Creating Qualified OpportunitiesMatthew Smith
 
Customer Development/Lean Startup 092609 class 7 and 8
Customer Development/Lean Startup 092609 class 7 and 8Customer Development/Lean Startup 092609 class 7 and 8
Customer Development/Lean Startup 092609 class 7 and 8Stanford University
 
JPE Virtual Marketing On-Demand
JPE Virtual Marketing On-DemandJPE Virtual Marketing On-Demand
JPE Virtual Marketing On-Demandbobgelinas
 
TSS Responsive Strategy Bristol 29 November Graham Burr,
TSS Responsive Strategy Bristol 29 November Graham Burr, TSS Responsive Strategy Bristol 29 November Graham Burr,
TSS Responsive Strategy Bristol 29 November Graham Burr, Science City Bristol
 
Nvc lean startup
Nvc lean startupNvc lean startup
Nvc lean startupCU_NVC
 
Lead Nurturing: The Blueprint for Building Successful Campaigns
Lead Nurturing: The Blueprint for Building Successful CampaignsLead Nurturing: The Blueprint for Building Successful Campaigns
Lead Nurturing: The Blueprint for Building Successful CampaignsG3 Communications
 
Lean entrepreneur workshop
Lean entrepreneur workshopLean entrepreneur workshop
Lean entrepreneur workshopBrant Cooper
 
Our Business Is Your Growth
Our Business Is Your GrowthOur Business Is Your Growth
Our Business Is Your Growthtfloydtechnology
 
Customer Development/Lean Startup 020210 Class 3
Customer Development/Lean Startup 020210 Class 3Customer Development/Lean Startup 020210 Class 3
Customer Development/Lean Startup 020210 Class 3Stanford University
 
Stimmt Customer Experience
Stimmt Customer ExperienceStimmt Customer Experience
Stimmt Customer ExperienceHelmut Kazmaier
 
Drip Marketing: Marketers Guide to Lead Nurturing
Drip Marketing: Marketers Guide to Lead NurturingDrip Marketing: Marketers Guide to Lead Nurturing
Drip Marketing: Marketers Guide to Lead NurturingRegalix
 

Was ist angesagt? (18)

Creating Qualified Opportunities
Creating Qualified OpportunitiesCreating Qualified Opportunities
Creating Qualified Opportunities
 
8 Marketing Musts for Profitable Growth
8 Marketing Musts for Profitable Growth8 Marketing Musts for Profitable Growth
8 Marketing Musts for Profitable Growth
 
Business modeling
Business modelingBusiness modeling
Business modeling
 
Customer Development/Lean Startup 092609 class 7 and 8
Customer Development/Lean Startup 092609 class 7 and 8Customer Development/Lean Startup 092609 class 7 and 8
Customer Development/Lean Startup 092609 class 7 and 8
 
JPE Virtual Marketing On-Demand
JPE Virtual Marketing On-DemandJPE Virtual Marketing On-Demand
JPE Virtual Marketing On-Demand
 
TSS Responsive Strategy Bristol 29 November Graham Burr,
TSS Responsive Strategy Bristol 29 November Graham Burr, TSS Responsive Strategy Bristol 29 November Graham Burr,
TSS Responsive Strategy Bristol 29 November Graham Burr,
 
033010 class 9
033010 class 9033010 class 9
033010 class 9
 
IT Track Module 1
IT Track Module 1IT Track Module 1
IT Track Module 1
 
Nvc lean startup
Nvc lean startupNvc lean startup
Nvc lean startup
 
041310 class 12 and 13
041310 class 12 and 13041310 class 12 and 13
041310 class 12 and 13
 
Lead Nurturing: The Blueprint for Building Successful Campaigns
Lead Nurturing: The Blueprint for Building Successful CampaignsLead Nurturing: The Blueprint for Building Successful Campaigns
Lead Nurturing: The Blueprint for Building Successful Campaigns
 
Digital Lead Generation
Digital Lead GenerationDigital Lead Generation
Digital Lead Generation
 
Lean entrepreneur workshop
Lean entrepreneur workshopLean entrepreneur workshop
Lean entrepreneur workshop
 
Bm innovation+incubation jan 2012
Bm innovation+incubation jan 2012Bm innovation+incubation jan 2012
Bm innovation+incubation jan 2012
 
Our Business Is Your Growth
Our Business Is Your GrowthOur Business Is Your Growth
Our Business Is Your Growth
 
Customer Development/Lean Startup 020210 Class 3
Customer Development/Lean Startup 020210 Class 3Customer Development/Lean Startup 020210 Class 3
Customer Development/Lean Startup 020210 Class 3
 
Stimmt Customer Experience
Stimmt Customer ExperienceStimmt Customer Experience
Stimmt Customer Experience
 
Drip Marketing: Marketers Guide to Lead Nurturing
Drip Marketing: Marketers Guide to Lead NurturingDrip Marketing: Marketers Guide to Lead Nurturing
Drip Marketing: Marketers Guide to Lead Nurturing
 

Ähnlich wie Transform Your Marketing - Become a MOFU Ninja

Sales & Marketing Alignment Conference, Tim Riesterer, Corporate Visions
Sales & Marketing Alignment Conference, Tim Riesterer, Corporate VisionsSales & Marketing Alignment Conference, Tim Riesterer, Corporate Visions
Sales & Marketing Alignment Conference, Tim Riesterer, Corporate VisionsCorporate Visions
 
Transform Your Marketing: A Case Study
Transform Your Marketing: A Case StudyTransform Your Marketing: A Case Study
Transform Your Marketing: A Case StudyFullQuota
 
Putting The Human Touch Into Lead Generation 12 9 08
Putting The Human Touch Into Lead Generation 12 9 08Putting The Human Touch Into Lead Generation 12 9 08
Putting The Human Touch Into Lead Generation 12 9 08totalperception10k
 
Planning for 2013: How To Use Inbound Marketing To Improve Your Lead Generation
Planning for 2013: How To Use Inbound Marketing To Improve Your Lead GenerationPlanning for 2013: How To Use Inbound Marketing To Improve Your Lead Generation
Planning for 2013: How To Use Inbound Marketing To Improve Your Lead GenerationFullQuota
 
Trade show maximization presentation
Trade show maximization presentationTrade show maximization presentation
Trade show maximization presentationbwagner70
 
How ECI Telecom Developed a Content-Marketing Program from Concept to Complet...
How ECI Telecom Developed a Content-Marketing Program from Concept to Complet...How ECI Telecom Developed a Content-Marketing Program from Concept to Complet...
How ECI Telecom Developed a Content-Marketing Program from Concept to Complet...B2B Lead Roundtable
 
Digital Body Language, Dennis Dayman, Eloqua
Digital Body Language, Dennis Dayman, EloquaDigital Body Language, Dennis Dayman, Eloqua
Digital Body Language, Dennis Dayman, EloquaOnline Marketing Summit
 
Lead Lifecycle Analytics: Essential Metrics for Perpetual Revenue Growth
Lead Lifecycle Analytics: Essential Metrics for Perpetual Revenue GrowthLead Lifecycle Analytics: Essential Metrics for Perpetual Revenue Growth
Lead Lifecycle Analytics: Essential Metrics for Perpetual Revenue GrowthAct-On Software
 
Eyes On Sales Selling Value Against Price
Eyes On Sales   Selling Value Against PriceEyes On Sales   Selling Value Against Price
Eyes On Sales Selling Value Against PriceKenneth_Lam
 
Making B2B Lead Gen Social
Making B2B Lead Gen SocialMaking B2B Lead Gen Social
Making B2B Lead Gen SocialLeahanne Hobson
 
Lead Lifecycle Analytics
Lead Lifecycle AnalyticsLead Lifecycle Analytics
Lead Lifecycle AnalyticsAct-On Software
 
Content dungeon - Earnest
Content dungeon - EarnestContent dungeon - Earnest
Content dungeon - EarnestB2B Marketing
 
StartUp To Billionaire blueprint
StartUp To Billionaire blueprintStartUp To Billionaire blueprint
StartUp To Billionaire blueprintTim Meadows-Smith
 
Sales & Biz Dev with Krista Jones - Entrepreneurship 101
Sales & Biz Dev with Krista Jones - Entrepreneurship 101Sales & Biz Dev with Krista Jones - Entrepreneurship 101
Sales & Biz Dev with Krista Jones - Entrepreneurship 101MaRS Discovery District
 
B savage presentation - Alliott Group Barcelona 2011
B savage presentation - Alliott Group Barcelona 2011B savage presentation - Alliott Group Barcelona 2011
B savage presentation - Alliott Group Barcelona 2011Alliott Group
 
Inbound marketing your competitive advantage - the content marketing show - w...
Inbound marketing your competitive advantage - the content marketing show - w...Inbound marketing your competitive advantage - the content marketing show - w...
Inbound marketing your competitive advantage - the content marketing show - w...HubSpot
 
How to precisely define a lead before marketing begins
How to precisely define a lead before marketing beginsHow to precisely define a lead before marketing begins
How to precisely define a lead before marketing beginsmwicka
 
Sales Value Advantages Elevating and Enriching Chambers of Commerce 2012
Sales Value Advantages Elevating and Enriching Chambers of Commerce 2012Sales Value Advantages Elevating and Enriching Chambers of Commerce 2012
Sales Value Advantages Elevating and Enriching Chambers of Commerce 2012the Closers Group
 

Ähnlich wie Transform Your Marketing - Become a MOFU Ninja (20)

Sales & Marketing Alignment Conference, Tim Riesterer, Corporate Visions
Sales & Marketing Alignment Conference, Tim Riesterer, Corporate VisionsSales & Marketing Alignment Conference, Tim Riesterer, Corporate Visions
Sales & Marketing Alignment Conference, Tim Riesterer, Corporate Visions
 
Transform Your Marketing: A Case Study
Transform Your Marketing: A Case StudyTransform Your Marketing: A Case Study
Transform Your Marketing: A Case Study
 
Putting The Human Touch Into Lead Generation 12 9 08
Putting The Human Touch Into Lead Generation 12 9 08Putting The Human Touch Into Lead Generation 12 9 08
Putting The Human Touch Into Lead Generation 12 9 08
 
Engine To Top Line Growth
Engine To Top Line GrowthEngine To Top Line Growth
Engine To Top Line Growth
 
Planning for 2013: How To Use Inbound Marketing To Improve Your Lead Generation
Planning for 2013: How To Use Inbound Marketing To Improve Your Lead GenerationPlanning for 2013: How To Use Inbound Marketing To Improve Your Lead Generation
Planning for 2013: How To Use Inbound Marketing To Improve Your Lead Generation
 
Lead Lifecycle Analytics
Lead Lifecycle AnalyticsLead Lifecycle Analytics
Lead Lifecycle Analytics
 
Trade show maximization presentation
Trade show maximization presentationTrade show maximization presentation
Trade show maximization presentation
 
How ECI Telecom Developed a Content-Marketing Program from Concept to Complet...
How ECI Telecom Developed a Content-Marketing Program from Concept to Complet...How ECI Telecom Developed a Content-Marketing Program from Concept to Complet...
How ECI Telecom Developed a Content-Marketing Program from Concept to Complet...
 
Digital Body Language, Dennis Dayman, Eloqua
Digital Body Language, Dennis Dayman, EloquaDigital Body Language, Dennis Dayman, Eloqua
Digital Body Language, Dennis Dayman, Eloqua
 
Lead Lifecycle Analytics: Essential Metrics for Perpetual Revenue Growth
Lead Lifecycle Analytics: Essential Metrics for Perpetual Revenue GrowthLead Lifecycle Analytics: Essential Metrics for Perpetual Revenue Growth
Lead Lifecycle Analytics: Essential Metrics for Perpetual Revenue Growth
 
Eyes On Sales Selling Value Against Price
Eyes On Sales   Selling Value Against PriceEyes On Sales   Selling Value Against Price
Eyes On Sales Selling Value Against Price
 
Making B2B Lead Gen Social
Making B2B Lead Gen SocialMaking B2B Lead Gen Social
Making B2B Lead Gen Social
 
Lead Lifecycle Analytics
Lead Lifecycle AnalyticsLead Lifecycle Analytics
Lead Lifecycle Analytics
 
Content dungeon - Earnest
Content dungeon - EarnestContent dungeon - Earnest
Content dungeon - Earnest
 
StartUp To Billionaire blueprint
StartUp To Billionaire blueprintStartUp To Billionaire blueprint
StartUp To Billionaire blueprint
 
Sales & Biz Dev with Krista Jones - Entrepreneurship 101
Sales & Biz Dev with Krista Jones - Entrepreneurship 101Sales & Biz Dev with Krista Jones - Entrepreneurship 101
Sales & Biz Dev with Krista Jones - Entrepreneurship 101
 
B savage presentation - Alliott Group Barcelona 2011
B savage presentation - Alliott Group Barcelona 2011B savage presentation - Alliott Group Barcelona 2011
B savage presentation - Alliott Group Barcelona 2011
 
Inbound marketing your competitive advantage - the content marketing show - w...
Inbound marketing your competitive advantage - the content marketing show - w...Inbound marketing your competitive advantage - the content marketing show - w...
Inbound marketing your competitive advantage - the content marketing show - w...
 
How to precisely define a lead before marketing begins
How to precisely define a lead before marketing beginsHow to precisely define a lead before marketing begins
How to precisely define a lead before marketing begins
 
Sales Value Advantages Elevating and Enriching Chambers of Commerce 2012
Sales Value Advantages Elevating and Enriching Chambers of Commerce 2012Sales Value Advantages Elevating and Enriching Chambers of Commerce 2012
Sales Value Advantages Elevating and Enriching Chambers of Commerce 2012
 

Kürzlich hochgeladen

Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 

Kürzlich hochgeladen (20)

Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 

Transform Your Marketing - Become a MOFU Ninja

  • 1. IT’S TIME TO TRANSFORM YOUR MARKETING Becoming a MOFU Ninja The Art of Guiding Prospects from Awareness to Consideration Reed Overfelt, CEO – FullQuota
  • 3. Your customers purchase in stages Purchase Consideration CLOSED DEAL Awareness
  • 4. An organizational model for your marketing and sales Bottom of the Funnel Middle of the Funnel CLOSED DEAL Top of the Funnel
  • 5. What is the top of the funnel? GET FOUND GENERATE AWARENESS SALES PROSPECT
  • 6. Creating, optimizing, and promoting exceptional and unique content are the keys to the top of the funnel. Great content is rewarded by your buyers and search engines alike.
  • 7. “ TOFU ” is just dessert
  • 8. “MOFU is where the beef is”
  • 9. What is the middle of the funnel? CONVERT NURTURE QUALIFY SALES OPPORTUNITY
  • 10. The middle of the funnel is all about converting traffic into prospects, nurturing those prospects into leads, and then qualifying those leads into sales-qualified opportunities.
  • 11. HOW?
  • 12. Let’s for a second…
  • 13. Up to 75% of marketing gets lost in the middle-of-the funnel.
  • 14. WHY?
  • 15. Most leads should never be passed over to sales.
  • 16. < 25% of Leads Are Sales Ready are n s ✗
  • 17. Sales says “Marketing isn’t creating enough leads.”
  • 18. Marketing says: “That is crazy! We give you tons of leads. You just don’t follow up on them properly!”
  • 19. Sales calls a few unqualified leads and finds they are a waste of time – then they stop calling the rest of the leads.
  • 20. Step #1 Get agreement on the different states of a lead.
  • 21. 10% 20% LEAD OPPORTUNITY Sales
  • 22. Step #2 Get agreement on the qualification criteria needed to pass a lead from marketing to sales.
  • 23. There are two basic components you need to consider when qualifying a prospect. +
  • 24. Implicit scoring components BEHAVIOR RECENCY FREQUENCY
  • 25. Implicit buyer behaviors … Behaviors Score Submits “Contact me” form +15 Visits pricing pages +10 Watches product demos +5 overview demo +10 detailed demo Downloads late-stage eBook +5 Visits blog > 30 times +5 Implicit Score +50
  • 26. Explicit scoring components DEMO- BANT GRAPHICS • Budget • Company Type • Authority • Company Size • Needs • Industry • Timing
  • 27. Explicit buyer attributes … Attribute Value Score Budget Yes +10 Authority Decision maker +10 Need Identified, needs better visibility and reporting +10 Timeline Identified, less than 3 months +10 Title CFO +15 Industry Professional Services, IT Consulting +10 Company Size $50M +5 Total Score +70
  • 28. Which leads are ready for sales? Implicit Score 50+ 24-50 0-25 0 1 2 3 4 Explicit Score 50+ A 24-50 B 0-25 C 0 D
  • 29. Step #3 Set up a series of gates and scores required to move through each stage of your pipeline.
  • 30. of 50 Points = 100 Points = It’s a Lead It’s Ready for Sales 10% 20% LEAD OPPORTUNITY SALES
  • 31. Step #4 Set up a dedicated lead management engine to nurture prospects into leads and then qualify leads into sales ready opportunities.
  • 32. HOW?
  • 34. Nurturing is all about guiding prospects from general awareness to actively considering your products and services.
  • 36. Creating, optimizing, and promoting exceptional and unique content are also the keys to nurturing prospects into leads
  • 37. Why
  • 38. Remember! Your buyer has changed. Disclaimer: Use of social media company icons is for instructional purposes only and in no way implies an association or partnership with any of the individual companies, or approval, sponsorship, or endorsement by any of the individual companies.
  • 39. Here are 8 simple steps for setting up a basic content nurture program …
  • 40. Keep it simple – at first.
  • 41. 1 Understand your target buyer persona!
  • 42. Understand what motivates them  Want to solve a problem  Education  Data/informational reports  Recommendation from a peer  Meeting other people like them that have insights to share
  • 43. 2 Outline the ? basic buying AWARENESS cycle of your ? CONSIDERATION buyer. ? PURCHASE
  • 44. PIPELINE STAGE Awareness (TOP) Consideration (MIDDLE) Purchase (BOTTOM) Prospect knows there’s a problem Prospect recognizes a need for a Prospect seeks solution to their BUYER’S OBJECTIVE that needs to be solved solution like yours need; ready to buy VAGUE NOTION OF ‘POSSIBLE’ SOLUTION INTERESTED IN A SOLUTION RESEARCHING VENDORS EVALUATING PRODUCTS NARROWING FIELD REFERENCE CHECK NEGOTIATING PURCHASE KEY OUTCOMES SUBSCRIBE FOLLOW ENGAGE OPEN DOWNLOAD VIEW PARTICIPATE SHARE INQUIRE
  • 45. 3 Map your content to the buying cycle.
  • 46. PIPELINE STAGE Awareness (TOP) Consideration (MIDDLE) Purchase (BOTTOM) Prospect knows there’s a problem Prospect recognizes a need for a Prospect seeks solution to their BUYER’S OBJECTIVE that needs to be solved solution like yours need; ready to buy VAGUE NOTION OF ‘POSSIBLE’ TREND SOLUTION REPORTS INTERESTED IN Q&A Q&A A SOLUTION ARTICLES eNEWSLETTER EBOOK WEBINARS RESEARCHING STEP-BY-STEP STEP-BY-STEP VENDORS EBOOK WEBINAR EVALUATING FAQ DEMO PRODUCTS SHEETS VIDEOS NARROWING FIELD FEATURE CASE DEMOS GUIDES STUDIES REFERENCE ANALYST CUSTOMER CHECK REPORTS TESTIMONIALS NEGOTIATING DATA ROI PRICE SHEETS CALCULATORS GUIDES PURCHASE CHECKLISTS KEY OUTCOMES SUBSCRIBE FOLLOW ENGAGE OPEN DOWNLOAD VIEW PARTICIPATE SHARE INQUIRE
  • 47. 4 Pick one piece of content for each stage of the buying cycle.
  • 48. PIPELINE STAGE Awareness (TOP) Consideration (MIDDLE) Purchase (BOTTOM) Prospect knows there’s a problem Prospect recognizes a need for a Prospect seeks solution to their BUYER’S OBJECTIVE that needs to be solved solution like yours need; ready to buy VAGUE NOTION  OF ‘POSSIBLE’ TREND SOLUTION REPORTS INTERESTED IN  Q&A Q&A A SOLUTION ARTICLES eNEWSLETTER EBOOK WEBINARS RESEARCHING  STEP-BY-STEP STEP-BY-STEP VENDORS EBOOK WEBINAR EVALUATING  FAQ DEMO PRODUCTS SHEETS VIDEOS NARROWING  FIELD FEATURE CASE DEMOS GUIDES STUDIES REFERENCE  ANALYST CUSTOMER CHECK REPORTS TESTIMONIALS NEGOTIATING  DATA ROI PRICE SHEETS CALCULATORS GUIDES PURCHASE KEY OUTCOMES  CHECKLISTS SUBSCRIBE FOLLOW ENGAGE OPEN DOWNLOAD VIEW PARTICIPATE SHARE INQUIRE
  • 49. 5 Create a targeted email for each piece of content in the buying cycle
  • 50. What is it? Image Clear call-to-action CTA button What will I learn?
  • 51. 6 Create a targeted landing page for each piece of content in the buying cycle
  • 52. Landing Page – Visitor gets to this page by clicking on an email link What is it? What do they get? Who’s it for? Basic contact info
  • 53. Thank You Page – Page visited once visitor submits form Download link Share buttons Call-to-Action #1 Call-to-Action #2
  • 54. 7 Setup a schedule for sending the emails.
  • 55. People process information better in bite-sized chunks.
  • 56. Schedule your content a little bit at a time… Nurture Progression Schedule Outcome Email industry trend report Day 1 Open, share Send weekly e-newsletter Day 7 Open Send personal invitation to attend industry trend webinar Day 10 Attend Send weekly e-newsletter Day 14 Open Send weekly e-newsletter Day 21 Open Send link to recorded industry trend webinar Day 25 View Send weekly e-newsletter Day 28 Open Email Q&A eBook Report Day 30 Download Send weekly e-newsletter Day 35 Open Send personal invitation to attend Q&A webinar Day 40 Attend Send weekly e-newsletter Day 42 Open Send link to recorded Q&A webinar Day 55 View Personal invitation to attend product demo webinar Day 60 Attend, Convert
  • 57. 8 Launch the Program!
  • 59. When Users Report Reading Email
  • 62. Send emails in the morning to boost opens. Specifically, Wednesdays at 6am!
  • 63. 9 Track and score
  • 64. Only score the campaign! • Remember: Every action adds to the prospect’s score and moves them closer to becoming a lead. • Don’t automate. Yet. Get it right first. Then automate.
  • 67. 2 Qualifying leads into sales ready opportunities
  • 68. Qualifying is all about contacting, scoring and converting leads into sales ready opportunities – or not!
  • 69. HOW?
  • 70. Inside sales teams are uniquely effective at contacting leads and qualifying them into sales opportunities.
  • 71. It takes between 3 and 8 touches – including phone calls and emails – to contact a prospect.
  • 72. Inside Sales reps spend over 71% of their time interacting with customers (vs. <41% for field sales reps)
  • 73. Inside Sales reps conduct 8 customer interactions for every field rep’s 1 interaction.
  • 75. If you want OPPORTUNITY
  • 76. You need to set up (or rent!) a Dedicated inside sales lead qualification program
  • 77. Here are 4 simple steps for setting up a basic lead qualification program …
  • 78. 1 Create a tele blitz process to contact and qualify all leads.
  • 79. Call, call, email, pause … Send Intro Email Pause Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7
  • 86. Call early in the morning, if possible. Morning is usually the best time to reach people directly, and often the time that they’re most energized. Tuesday from 7am to 10am is best! Friday from 3pm to 5pm is good too!
  • 87. Focus on the goal of the call  Inform  Qualify  Schedule
  • 88. Avoid common mistakes  Don’t give the person you’re calling the chance to terminate the conversation. For instance, you should never ask, “Is this a good time to talk?“  Identify yourself and the name of your company. Never say, “How are you today?” to a stranger. Only salespeople say this.  Go slowly with your introduction, breaking it into separate sentences. Remember, prospects are still concentrating on something else. Give them a chance to hear you and understand what you are saying.  Tell prospects why you are calling: to follow up on the email you sent.  Inject pauses. Give prospects an opportunity to speak if they want to.
  • 89. Finish the score!  Budget  Authority  Need  Timing
  • 90. Ask for an appointment at a specific date and time for the next call.
  • 92. Be persistent 80% of new sales are made after the fifth contact, yet the majority of salespeople give up after the second call. – AllBusiness.com
  • 93. Leaving a Voicemail If you leave a voicemail (which you will!)  Prepare ahead of time!  Keep it short; the goal of the message is to have them call you back, nothing more  Give your phone number slowly, and repeat it once  Reference your last interaction (if there was one!)
  • 94. Leaving a Voicemail Hello [customer name], this is Reed Overfelt, the CEO of FullQuota. I am calling to talk you about how FullQuota - the leading provider of inbound marketing and lead generation outsourcing services for technology companies - can help [ insert company name ]: 1. Get found online, and 2. Generate more sales-ready leads. Please give me a call back. My number is: 855-317-1212 , 855-317-1212 Thanks and have a great day!
  • 95. 2 Convert all qualified leads to QUALIFY opportunities SALES OPPORTUNITY
  • 96. 3 Use assignment rules to hand off and route qualified leads to sales. Day 0 Notification Day 1 If untouched, reminder Day 2 If untouched, reminder cc boss Day 3 If untouched, alert executives
  • 97. 4 Don’t forget to NURTURE re-assign all unqualified or disengaged leads QUALIFY to marketing!
  • 98. You have a sales qualified opportunity!
  • 99. ARE YOU READY TO TRANSFORM YOUR MARKETING? SCHEDULE A CONSULTATION TODAY Visit .com or Email reed.overfelt@fullquota.com
  • 100. Image Sources • Slide 6 - Purchased from iStockphoto http://www.istockphoto.com/license • Slide 7 - Purchased from iStockphoto http://www.istockphoto.com/license • Slide 14 - Courtesy of free-desktop-backgrounds http://www.free-desktop-backgrounds.net/Miscellaneous-pictures/Signs-wallpaper-images/Stop-sign.html • Slide 13 - Purchased from iStockphoto http://www.istockphoto.com/license • Slide 15 - Purchased from iStockphoto http://www.istockphoto.com/license • Slide 16 - Purchased from iStockphoto http://www.istockphoto.com/license • Slide 17 - Purchased from iStockphoto http://www.istockphoto.com/license • Slide 29 - Purchased from iStockphoto http://www.istockphoto.com/license • Slide 37 - Purchased from iStockphoto http://www.istockphoto.com/license • Slide 38 - Purchased from iStockphoto http://www.istockphoto.com/license • Slide 39 - Purchased from iStockphoto http://www.istockphoto.com/license • Slides 40-42 - Purchased from iStockphoto http://www.istockphoto.com/license • Slide 45 - Courtesy of FullQuota • Slide 47 - Purchased from iStockphoto http://www.istockphoto.com/license • Slides 49-51, 53 - Courtesy of FullQuota • Slide 52 - Purchased from iStockphoto http://www.istockphoto.com/license • Slide 54 - Purchased from iStockphoto http://www.istockphoto.com/license • Slide 55 - Purchased from iStockphoto http://www.istockphoto.com/license • Slide 63 - Purchased from ShutterStock http://www.shutterstock.com/licensing.mhtml • Slide 65 - Purchased from iStockphoto http://www.istockphoto.com/license • Slide 70 - Purchased from iStockphoto http://www.istockphoto.com/license • Slide 77 – Purchased from iStockphoto http://www.istockphoto.com/license • Slide 78 –Purchased from iStockphoto http://www.istockphoto.com/license • Slide 79 – Purchased from iStockphoto http://www.istockphoto.com/license • Slide 81 – Purchased from iStockphoto http://www.istockphoto.com/license • Slide 82 – Purchased from iStockphoto http://www.istockphoto.com/license • Slide 83 – Courtesy of FullQuota • Slide 84 - Purchased from iStockphoto http://www.istockphoto.com/license • Slide 85 – Purchased from iStockphoto http://www.istockphoto.com/license • Slide 86 –Purchased from iStockphoto http://www.istockphoto.com/license • Slide 87 – Purchased from iStockphoto http://www.istockphoto.com/license • Slide 90 – Purchased from iStockphoto http://www.istockphoto.com/license • Slide 91 - Purchased from iStockphoto http://www.istockphoto.com/license • Slide 92 – Purchased from iStockphoto http://www.istockphoto.com/license • Slide 93 –Purchased from iStockphoto http://www.istockphoto.com/license • Slide 99 –Purchased from iStockphoto http://www.istockphoto.com/license • Slide 100 - Purchased from iStockphoto http://www.istockphoto.com/license