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OPTIMIZE
YOUR SALES & MARKETING FUNNEL




                        Brand
                      Advertising
                                             Email                       Events
                                            Marketing
                                                             PR
                   Webinars

                                    Sales
                                                    Social        Tradeshows
                                                    Media
HOW TO FIND


PROBLEMS…     … AND CREATE



SOLUTIONS
EVERY BUSINESS HAS A



SALES FUNNEL                        Suspects
                                                  Suspects

                              Suspects
                                         Suspects
                                            Suspects
                                                         Suspects
                                                Suspects
                       Suspects   Suspects                      Suspects
                                      Suspects  Suspects




                                                       Customers
                            Customers

                                                    Customers
Suspects
                                                             Suspects

                                        Suspects
                                                     Suspects
                                                        Suspects
                                                                    Suspects
                                                            Suspects
                                 Suspects   Suspects                       Suspects
                                                Suspects Suspects




BUT EVEN IF YOU ARE MICROSOFT,
CISCO, ORACLE, OR GOOGLE
YOUR FUNNEL WILL HAVE



BLOCKAGE
POINTS
WE’RE GOING TO LOOK AT HOW TO

FIND AND ELIMINATE THOSE
BLOCKAGE POINTS                                                       Suspects
                                                                      Suspects


                                                               Suspects
                                                               Suspects      Suspects
                                                                                      Suspects
                                                                                      Suspects


                                                                                Suspects
                                                                             Suspects
                                                                                Suspects    Suspects
                                                                                    Suspects Suspects
                                                                                    Suspects
                                                         Suspects
                                                        Suspects    Suspects
                                                                    Suspects                       Suspects
                                                                                                     Suspects
                                                                        Suspects Suspects
                                                                        Suspects    Suspects




AND IN THE IN THE PROCESS, HELP

GREATLY INCREASE                                                                            Customers
                                                              Customers


YOUR SALES
                                            Customers
                          Customers
                                                                                         Customers
                                      Customers
                                                        Customers
BUT FIRST LET’S LOOK AT SOME


BEST PRACTICES
FOR DESIGNING
YOUR FUNNEL
I CALL THIS “BUILDING A SALES & MARKETING MACHINE”
?
WHAT IS A


“SALES & MARKETING
MACHINE”
CLEARLY DEFINED
                           LEVERS THAT YOU
PREDICTABLE
                           PULL TO MAKE IT GO
                           FASTER




                SALES &    INSTRUMENTED
SCALABLE      MARKETING    WITH GREAT
               MACHINE 9   METRICS




AUTOMATED                  COST OPTIMIZED
HOW DO YOU GO ABOUT



BUILDING              ONE OF THOSE?
9   STEPS
4
WHY 4 FIRST?
BECAUSE 1, 2 AND 3 ARE NOT OBVIOUS SO WE WILL COME BACK
TO THEM AT THE END AFTER WE HAVE SEEN WHY THEY ARE
SO VALUABLE
4              ALIGN
ALIGN EVERY MARKETING ACTIVITY AROUND ONE GOAL…
CREATING LEADS THAT HELP SALES


CLOSE MORE
DEALS
Sales   CLOSED
         DEAL
Blogging



Social Media
                 eMail
               Campaigns
                                   CLOSED
    SEO                    Sales
                                    DEAL
               Webinars
   SEM



    PR
RULE NUMBER 1

If it doesn’t create a lead, or
directly contribute towards
closing a sale, it doesn’t belong
Sales
        CLOSED
         DEAL
RULE NUMBER 2


If the cost per lead is too high,
it doesn’t belong


Exception to this rule: If you can recover cost through:
   • higher conversion rate to closed deals
   • higher average deal size
Sales
        CLOSED
         DEAL
5   LINK
CLEARLY LINK FLOWS FROM
START TO FINISH

                                                                                     $
 SEO             LANDING            FREE            EMAIL             SALES         CLOSE
                  PAGE              TRIAL         CAMPAIGN            TOUCH



1.   At the end of every action, there should be a clear link to the next action
2.   The overall flow from start to finish should be carefully designed
3.   Every action should contribute clearly to moving the lead through the closed deal
AN ORGANIZATIONAL
STRUCTURE…
YOUR CUSTOMER’S
PURCHASING STAGES
                            PURCHASE
            CONSIDERATION



                                       CLOSED
                                        DEAL




AWARENESS
AN ORGANIZATIONAL
METAPHOR FOR THE KEY
FUNNEL STAGES
                                     SALES
              MIDDLE OF THE FUNNEL



                                             CLOSED
                                              DEAL



TOP OF THE FUNNEL
WHAT IS TOP OF THE
 FUNNEL?

 customer is not aware       customer has a
they have a problem, or      problem and is
   that your product      looking for a solution
    category exists


GENERATE                  GET FOUND
AWARENESS
WHAT IS TOP OF THE
FUNNEL?


                        RAW LEAD


  GENERATE    WEBSITE
  AWARENESS
WHAT IS TOP OF THE
FUNNEL?

                                          RAW LEAD



  GENERATE                      WEBSITE
  AWARENESS &
  GET FOUND

  Inbound marketing
  •   Blogging
  •   SEO/SEM
  •   Social Media
  •   Influencer Campaigns
  •   Blogs, Press & Articles
  •   etc.

  Outbound marketing
  •   Cold Calling
  •   etc.
WHAT IS THE MIDDLE OF
THE FUNNEL?




 NURTURE   QUALIFY          MQL
                     (MARKETING QUALIFIED
                            LEAD)
WHAT IS THE MIDDLE OF
THE FUNNEL?



 NURTURE               QUALIFY          MQL
                                 (MARKETING QUALIFIED
 •   Webinars                           LEAD)
 •   Free Trials
 •   eMail Campaigns
 •   Newsletters
 •   etc.
PROBLEM:
                  MARKETING SAYS THAT’S
                     RIDICULOUS, I GAVE
  SALES SAYS       THEM A TON OF LEADS.
MARKETING ISN’T       THEY JUST DON’T
                    FOLLOW UP ON THEM
  GIVING THEM            PROPERLY.
 ENOUGH LEADS




                  MARKETING
        SALES
CAUSE:
     SALES CALLS A FEW
    UNQUALIFIED LEADS,
    AND FINDS THEY ARE
    WASTE OF TIME - THEY
      STOP CALLING THE
     REST OF THE LEADS




      SALES
SOLUTION:
GET AGREEMENT ON
 THE QUALIFICATION
CRITERIA NEEDED TO
 BE ABLE TO PASS A
  LEAD ACROSS TO
    SALES (MQL)




           MARKETING
SALES FURTHER QUALIFIES THOSE LEADS TO
SALES

        FIND
        OPPORTUNITIES
USING BANT
   BUDGET
   AUTHORITY
   NEEDS
   TIMING
COMMON LEAD STATES



RAW LEAD                                             CLOSED
                                                      DEAL


                  MQL             OPPORTUNITY
           (MARKETING QUALIFIED   (SALES QUALIFIED
                  LEAD)                LEAD)
6   AUTOMATE
AUTOMATE THE KEY
FUNNEL STAGES
                                        SALES
                MIDDLE OF THE FUNNEL


                                       SELLING &
                                        CLOSING    CLOSED
                     NURTURING &                    DEAL
                      QUALIFYING



TOP OF THE FUNNEL




    CREATING
   AWARENESS
    & DRIVING
     TRAFFIC
SALES
               MIDDLE OF THE FUNNEL


                                       CRM
                                              CLOSED
                    MARKETING                  DEAL
                    AUTOMATION


TOP OF THE FUNNEL




    INBOUND
   MARKETING
Optimize Your Sales & Marketing Funnel
Optimize Your Sales & Marketing Funnel
Optimize Your Sales & Marketing Funnel
Optimize Your Sales & Marketing Funnel
7   MEASURE
      "IF YOU CAN NOT MEASURE IT,
      YOU CAN NOT IMPROVE IT."
                   - LORD KELVIN
THE KEY METRICS
                        CAMPAIGNS
                         TO DRIVE
                         TRAFFIC



                         VISITORS
      OVERALL
    CONVERSION %
                                      CONVERSION
                                          %



                          TRIALS
    (BY LEAD SOURCE)

                                      CONVERSION
                                          %



                       CLOSED DEALS
Optimize Your Sales & Marketing Funnel
Optimize Your Sales & Marketing Funnel
Optimize Your Sales & Marketing Funnel
8   ANALYZE
IDENTIFY
YOUR BLOCKAGE POINTS
HOW?
WHAT IS STOPPING ME
  FROM INCREASING SALES BY 5X ?
Optimize Your Sales & Marketing Funnel
Optimize Your Sales & Marketing Funnel
Optimize Your Sales & Marketing Funnel
Optimize Your Sales & Marketing Funnel
Optimize Your Sales & Marketing Funnel
9   IMPROVE
IN DIAGNOSING MANY FUNNEL BLOCKAGE POINTS,
I HAVE FOUND THAT THERE IS A



CLEAR
PATTERN…
YOU ARE HOPING YOUR


CUSTOMERS WILL DO
SOMETHING
THAT THEY ARE

NOT MOTIVATED TO DO
IN OTHER WORDS…

YOU DESIGNED YOUR FUNNEL
THE WAY YOU HOPED IT WOULD
WORK…
BUT YOU MAY NOT HAVE THOUGHT ENOUGH ABOUT

THE CUSTOMER’S POINT OF
VIEW
JBOSS EXAMPLE

PUT A REGISTRATION FORM
ON THEIR WEB SITE BEFORE
A FREE DOWNLOAD

IMPACT

CUT THE DOWNLOAD RATE
BY MORE THAN 10X
GET INSIDE YOUR
CUSTOMER’S HEAD
            CONCERNS
            - Hate being sold to
            - Find it offensive to give
              name and email
            - Don’t want to get spam
              sales emails
            - Worried that email
              address will be given to
              other marketers
UNDERSTAND WHAT
MOTIVATES THEM

           CONCERNS


           MOTIVATIONS
           -   Want to solve my problem
           -   Recommendation from a friend
           -   Education
           -   Data/ information reports
           -   Entertainment
           -   Free stuff
           -   Meeting other people like me that
               have insights to share
CREATE A SOLUTION THAT
ENTICES THEM AND ADDRESS THEIR CONCERNS

                    CONCERNS

                    ENTICE &
                    ADDRESS CONCERNS

                    -   Customer testimonials address
                        vendor risk
                    -   Free trials address product
                        viability and fit concerns
                    -   Lowest price guarantees
JBOSS example




- FREE open source software
- downloaded 5 MILLION times
- selling documentation $27,000 per month
JBOSS example



                a carrot to incent them to provide
NEEDED:         an email address




SOLUTION:       give away the documentation
                for free




RESULT:         10,000 leads per month
EXAMPLE: DRIVING TRAFFIC TO
YOUR WEB SITE

                      GETTING FOUND
                      Not going to find your site
                      unless:

           concerns   - On top page of Google
                        search results
                      - Recommended by a trusted
                        source
                      - Referred to in social media or
                        blogosphere
Optimize Your Sales & Marketing Funnel
Optimize Your Sales & Marketing Funnel
LESSONS FROM WEBSITE
GRADER
•   Free tools drive viral spread
•   Low customer work required
•   High value delivered
•   Score leverages competitive urge
•   Builds trust through clear
    demonstration of expertise
GOOD LINKAGE TO NEXT STEP
using engineering for marketing
USING DATA TO DRIVE WEB
TRAFFIC
SYSOMOS: SOCIAL MEDIA MONITORING




LEVERAGED THEIR DATABASE TO
CREATE BLOG POSTS WITH DATA ON
TOPICS OF CURRENT INTEREST:
• IRAN ELECTION RIOTS
• TWITTER’S GROWTH
• FACEBOOK USAGE
Optimize Your Sales & Marketing Funnel
LED TO:
          SYSOMOS ARTICLES IN
          ECONOMIST, NY TIMES




  WEB TRAFFIC TO READ THE FULL REPORT




  LEADS – IMPRESSED BY THE CAPABILITIES
             OF THE SOFTWARE
GETTING CUSTOMERS TO SIGN UP
FOR A TRIAL

                     - I don’t have the time
                     - I don’t want to get
                       spam email
          concerns   - Yet another password
                       to remember
RE-THINK THE PROCESS

  CONVENTIONAL                    SIGN UP                          CONVERT
  APPROACH                       FOR TRIAL               WOW!        TO
                                                                  CUSTOMER




  WOW! FIRST,                                                      CONVERT
                                                       SIGN UP
                                                                     TO
  REGISTER LATER                 WOW!                 FOR TRIAL
                                                                  CUSTOMER




Source: Josh Porter – Designing for Social Traction
Optimize Your Sales & Marketing Funnel
1
    4

2


3
PROBLEM:
GETTING A MEETING
GETTING TO EXECUTIVE
DECISION MAKERS

                  TECHCRUNCH FOR
                 INSURANCE CLAIMS
DROPBOX: SIMPLE FILE SHARING SOFTWARE
–   Get you hooked for free
–   Storage slowly increases to the point where you need to pay
–   But by then they have established trust
    –   And it is hard to move your data that is shared with others
First Contact                          Sell




                   Build       Build
First Contact                          Sell
                Relationship   Trust
SELLING IS   10X EASIER…
ONCE YOU HAVE ESTABLISHED   TRUST
YOUR BLOG CAN ESTABLISH TRUST…




   HOW?
VALUABLE CONTENT


EDUCATION
INFORMATION
ENTERTAINMENT
                   WITH   ZERO SELLING
THE KEYS TO SUCCESS
DEEP UNDERSTANDING OF YOUR CUSTOMER

•   What don’t they like?
•   What do they like/need?
•   What motivates them?
•   What are their problems?
•   What does their boss expect of them?
•   etc.


Combined with
OUT-OF-THE-BOX THINKING
APOLOGIES
  MY EXAMPLES ARE ALL SOFTWARE COMPANIES




THIS APPLIES EQUALLY WELL IN OTHER BUSINESSES
FINALLY…
LET’S GO BACK TO THE BEGINNING…
…AND INTRODUCE
THREE NEW STEPS AT
THE BEGINNING OF
THE FUNNEL DESIGN
PROCESS…
1
IDENTIFY
IDENTIFY ALL THE PEOPLE INVOLVED IN THE
PURCHASE DECISION
2
UNDERSTAND
SKETCH OUT THEIR BUYING PROCESS AND
CONCERNS AT EACH STAGE
3
ENTICE
ADD THE STEPS TO ADDRESS THEIR BUYING
PROCESS

AND:
ADDRESS THEIR CONCERNS
ENTICE THEM
SUMMARY
WE WENT FROM
THIS:
1. Align
2. Link
3. Automate
4. Measure
5. Analyze
6. Improve
TO THIS…
1.   IDENTIFY
2.   UNDERSTAND
3.   ENTICE
4.   Align
5.   Link
6.   Automate
7.   Measure
8.   Analyze
9.   Improve
THE NINE STEPS
1. IDENTIFY     Identify people in purchase decision

2. UNDERSTAND   Address their buying process and concerns
                Design actions to pull them through buying process
3. ENTICE
                & address concerns
4. ALIGN        Ensure funnel actions lead directly to sales

5. LINK         Link every funnel action to the next step

6. AUTOMATE     Use software to automate

7. MEASURE      Measure key funnel metrics

8. ANALYZE      Identify blockage points
                Brainstorm better enticements and ways to address
9. IMPROVE
                concerns
SALES-DRIVEN
  FUNNEL DESIGN

       TO A




CUSTOMER-CENTRIC
  FUNNEL DESIGN

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Optimize Your Sales & Marketing Funnel

  • 1. OPTIMIZE YOUR SALES & MARKETING FUNNEL Brand Advertising Email Events Marketing PR Webinars Sales Social Tradeshows Media
  • 2. HOW TO FIND PROBLEMS… … AND CREATE SOLUTIONS
  • 3. EVERY BUSINESS HAS A SALES FUNNEL Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Customers Customers Customers
  • 4. Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects BUT EVEN IF YOU ARE MICROSOFT, CISCO, ORACLE, OR GOOGLE YOUR FUNNEL WILL HAVE BLOCKAGE POINTS
  • 5. WE’RE GOING TO LOOK AT HOW TO FIND AND ELIMINATE THOSE BLOCKAGE POINTS Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects AND IN THE IN THE PROCESS, HELP GREATLY INCREASE Customers Customers YOUR SALES Customers Customers Customers Customers Customers
  • 6. BUT FIRST LET’S LOOK AT SOME BEST PRACTICES FOR DESIGNING YOUR FUNNEL I CALL THIS “BUILDING A SALES & MARKETING MACHINE”
  • 7. ? WHAT IS A “SALES & MARKETING MACHINE”
  • 8. CLEARLY DEFINED LEVERS THAT YOU PREDICTABLE PULL TO MAKE IT GO FASTER SALES & INSTRUMENTED SCALABLE MARKETING WITH GREAT MACHINE 9 METRICS AUTOMATED COST OPTIMIZED
  • 9. HOW DO YOU GO ABOUT BUILDING ONE OF THOSE?
  • 10. 9 STEPS
  • 11. 4 WHY 4 FIRST? BECAUSE 1, 2 AND 3 ARE NOT OBVIOUS SO WE WILL COME BACK TO THEM AT THE END AFTER WE HAVE SEEN WHY THEY ARE SO VALUABLE
  • 12. 4 ALIGN ALIGN EVERY MARKETING ACTIVITY AROUND ONE GOAL… CREATING LEADS THAT HELP SALES CLOSE MORE DEALS
  • 13. Sales CLOSED DEAL
  • 14. Blogging Social Media eMail Campaigns CLOSED SEO Sales DEAL Webinars SEM PR
  • 15. RULE NUMBER 1 If it doesn’t create a lead, or directly contribute towards closing a sale, it doesn’t belong
  • 16. Sales CLOSED DEAL
  • 17. RULE NUMBER 2 If the cost per lead is too high, it doesn’t belong Exception to this rule: If you can recover cost through: • higher conversion rate to closed deals • higher average deal size
  • 18. Sales CLOSED DEAL
  • 19. 5 LINK
  • 20. CLEARLY LINK FLOWS FROM START TO FINISH $ SEO LANDING FREE EMAIL SALES CLOSE PAGE TRIAL CAMPAIGN TOUCH 1. At the end of every action, there should be a clear link to the next action 2. The overall flow from start to finish should be carefully designed 3. Every action should contribute clearly to moving the lead through the closed deal
  • 22. YOUR CUSTOMER’S PURCHASING STAGES PURCHASE CONSIDERATION CLOSED DEAL AWARENESS
  • 23. AN ORGANIZATIONAL METAPHOR FOR THE KEY FUNNEL STAGES SALES MIDDLE OF THE FUNNEL CLOSED DEAL TOP OF THE FUNNEL
  • 24. WHAT IS TOP OF THE FUNNEL? customer is not aware customer has a they have a problem, or problem and is that your product looking for a solution category exists GENERATE GET FOUND AWARENESS
  • 25. WHAT IS TOP OF THE FUNNEL? RAW LEAD GENERATE WEBSITE AWARENESS
  • 26. WHAT IS TOP OF THE FUNNEL? RAW LEAD GENERATE WEBSITE AWARENESS & GET FOUND Inbound marketing • Blogging • SEO/SEM • Social Media • Influencer Campaigns • Blogs, Press & Articles • etc. Outbound marketing • Cold Calling • etc.
  • 27. WHAT IS THE MIDDLE OF THE FUNNEL? NURTURE QUALIFY MQL (MARKETING QUALIFIED LEAD)
  • 28. WHAT IS THE MIDDLE OF THE FUNNEL? NURTURE QUALIFY MQL (MARKETING QUALIFIED • Webinars LEAD) • Free Trials • eMail Campaigns • Newsletters • etc.
  • 29. PROBLEM: MARKETING SAYS THAT’S RIDICULOUS, I GAVE SALES SAYS THEM A TON OF LEADS. MARKETING ISN’T THEY JUST DON’T FOLLOW UP ON THEM GIVING THEM PROPERLY. ENOUGH LEADS MARKETING SALES
  • 30. CAUSE: SALES CALLS A FEW UNQUALIFIED LEADS, AND FINDS THEY ARE WASTE OF TIME - THEY STOP CALLING THE REST OF THE LEADS SALES
  • 31. SOLUTION: GET AGREEMENT ON THE QUALIFICATION CRITERIA NEEDED TO BE ABLE TO PASS A LEAD ACROSS TO SALES (MQL) MARKETING
  • 32. SALES FURTHER QUALIFIES THOSE LEADS TO SALES FIND OPPORTUNITIES
  • 33. USING BANT BUDGET AUTHORITY NEEDS TIMING
  • 34. COMMON LEAD STATES RAW LEAD CLOSED DEAL MQL OPPORTUNITY (MARKETING QUALIFIED (SALES QUALIFIED LEAD) LEAD)
  • 35. 6 AUTOMATE
  • 36. AUTOMATE THE KEY FUNNEL STAGES SALES MIDDLE OF THE FUNNEL SELLING & CLOSING CLOSED NURTURING & DEAL QUALIFYING TOP OF THE FUNNEL CREATING AWARENESS & DRIVING TRAFFIC
  • 37. SALES MIDDLE OF THE FUNNEL CRM CLOSED MARKETING DEAL AUTOMATION TOP OF THE FUNNEL INBOUND MARKETING
  • 42. 7 MEASURE "IF YOU CAN NOT MEASURE IT, YOU CAN NOT IMPROVE IT." - LORD KELVIN
  • 43. THE KEY METRICS CAMPAIGNS TO DRIVE TRAFFIC VISITORS OVERALL CONVERSION % CONVERSION % TRIALS (BY LEAD SOURCE) CONVERSION % CLOSED DEALS
  • 47. 8 ANALYZE
  • 49. HOW?
  • 50. WHAT IS STOPPING ME FROM INCREASING SALES BY 5X ?
  • 56. 9 IMPROVE
  • 57. IN DIAGNOSING MANY FUNNEL BLOCKAGE POINTS, I HAVE FOUND THAT THERE IS A CLEAR PATTERN…
  • 58. YOU ARE HOPING YOUR CUSTOMERS WILL DO SOMETHING THAT THEY ARE NOT MOTIVATED TO DO
  • 59. IN OTHER WORDS… YOU DESIGNED YOUR FUNNEL THE WAY YOU HOPED IT WOULD WORK… BUT YOU MAY NOT HAVE THOUGHT ENOUGH ABOUT THE CUSTOMER’S POINT OF VIEW
  • 60. JBOSS EXAMPLE PUT A REGISTRATION FORM ON THEIR WEB SITE BEFORE A FREE DOWNLOAD IMPACT CUT THE DOWNLOAD RATE BY MORE THAN 10X
  • 61. GET INSIDE YOUR CUSTOMER’S HEAD CONCERNS - Hate being sold to - Find it offensive to give name and email - Don’t want to get spam sales emails - Worried that email address will be given to other marketers
  • 62. UNDERSTAND WHAT MOTIVATES THEM CONCERNS MOTIVATIONS - Want to solve my problem - Recommendation from a friend - Education - Data/ information reports - Entertainment - Free stuff - Meeting other people like me that have insights to share
  • 63. CREATE A SOLUTION THAT ENTICES THEM AND ADDRESS THEIR CONCERNS CONCERNS ENTICE & ADDRESS CONCERNS - Customer testimonials address vendor risk - Free trials address product viability and fit concerns - Lowest price guarantees
  • 64. JBOSS example - FREE open source software - downloaded 5 MILLION times - selling documentation $27,000 per month
  • 65. JBOSS example a carrot to incent them to provide NEEDED: an email address SOLUTION: give away the documentation for free RESULT: 10,000 leads per month
  • 66. EXAMPLE: DRIVING TRAFFIC TO YOUR WEB SITE GETTING FOUND Not going to find your site unless: concerns - On top page of Google search results - Recommended by a trusted source - Referred to in social media or blogosphere
  • 69. LESSONS FROM WEBSITE GRADER • Free tools drive viral spread • Low customer work required • High value delivered • Score leverages competitive urge • Builds trust through clear demonstration of expertise
  • 70. GOOD LINKAGE TO NEXT STEP
  • 72. USING DATA TO DRIVE WEB TRAFFIC SYSOMOS: SOCIAL MEDIA MONITORING LEVERAGED THEIR DATABASE TO CREATE BLOG POSTS WITH DATA ON TOPICS OF CURRENT INTEREST: • IRAN ELECTION RIOTS • TWITTER’S GROWTH • FACEBOOK USAGE
  • 74. LED TO: SYSOMOS ARTICLES IN ECONOMIST, NY TIMES WEB TRAFFIC TO READ THE FULL REPORT LEADS – IMPRESSED BY THE CAPABILITIES OF THE SOFTWARE
  • 75. GETTING CUSTOMERS TO SIGN UP FOR A TRIAL - I don’t have the time - I don’t want to get spam email concerns - Yet another password to remember
  • 76. RE-THINK THE PROCESS CONVENTIONAL SIGN UP CONVERT APPROACH FOR TRIAL WOW! TO CUSTOMER WOW! FIRST, CONVERT SIGN UP TO REGISTER LATER WOW! FOR TRIAL CUSTOMER Source: Josh Porter – Designing for Social Traction
  • 78. 1 4 2 3
  • 80. GETTING TO EXECUTIVE DECISION MAKERS TECHCRUNCH FOR INSURANCE CLAIMS
  • 81. DROPBOX: SIMPLE FILE SHARING SOFTWARE – Get you hooked for free – Storage slowly increases to the point where you need to pay – But by then they have established trust – And it is hard to move your data that is shared with others
  • 82. First Contact Sell Build Build First Contact Sell Relationship Trust
  • 83. SELLING IS 10X EASIER… ONCE YOU HAVE ESTABLISHED TRUST
  • 84. YOUR BLOG CAN ESTABLISH TRUST… HOW?
  • 86. THE KEYS TO SUCCESS DEEP UNDERSTANDING OF YOUR CUSTOMER • What don’t they like? • What do they like/need? • What motivates them? • What are their problems? • What does their boss expect of them? • etc. Combined with OUT-OF-THE-BOX THINKING
  • 87. APOLOGIES MY EXAMPLES ARE ALL SOFTWARE COMPANIES THIS APPLIES EQUALLY WELL IN OTHER BUSINESSES
  • 88. FINALLY… LET’S GO BACK TO THE BEGINNING…
  • 89. …AND INTRODUCE THREE NEW STEPS AT THE BEGINNING OF THE FUNNEL DESIGN PROCESS…
  • 90. 1 IDENTIFY IDENTIFY ALL THE PEOPLE INVOLVED IN THE PURCHASE DECISION
  • 91. 2 UNDERSTAND SKETCH OUT THEIR BUYING PROCESS AND CONCERNS AT EACH STAGE
  • 92. 3 ENTICE ADD THE STEPS TO ADDRESS THEIR BUYING PROCESS AND: ADDRESS THEIR CONCERNS ENTICE THEM
  • 94. WE WENT FROM THIS: 1. Align 2. Link 3. Automate 4. Measure 5. Analyze 6. Improve
  • 95. TO THIS… 1. IDENTIFY 2. UNDERSTAND 3. ENTICE 4. Align 5. Link 6. Automate 7. Measure 8. Analyze 9. Improve
  • 96. THE NINE STEPS 1. IDENTIFY Identify people in purchase decision 2. UNDERSTAND Address their buying process and concerns Design actions to pull them through buying process 3. ENTICE & address concerns 4. ALIGN Ensure funnel actions lead directly to sales 5. LINK Link every funnel action to the next step 6. AUTOMATE Use software to automate 7. MEASURE Measure key funnel metrics 8. ANALYZE Identify blockage points Brainstorm better enticements and ways to address 9. IMPROVE concerns
  • 97. SALES-DRIVEN FUNNEL DESIGN TO A CUSTOMER-CENTRIC FUNNEL DESIGN