Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
BUILD A REVENUE ENGINE
DEMAND GEN, FUNNELS &
SMARKETING
Hana Abaza, @hanaabaza
#SAASNORTH
ASSUMPTION: YOU’VE ACHIEVED
PRODUCT / MARKET FIT
If you don’t, 90% of this presentation
is not applicable to you.
YOU NEED MORE THAN A GREAT
PRODUCT TO SCALE
You need effective system for
improving process and expanding
revenue operatio...
3 Phases of Evolution
WHERE ARE YOU NOW?
Wizard of Oz Scooby Doo Oceans 11
Marketing
Sales
Customer
Success
B2B SAAS REVENUE ENGINE
SALES & MARKETING ARE ON THE
SAME SPECTRUM
Sales Sales Sales Demand Marketing + Sales *Brand & Demand + Sales
Support (reactive) Support & Success Support, Success, Advocacy
CUSTOMER SUCCESS IS THE
KEY TO GROWTH
WHERE DO YOU BEGIN & HOW
DO YOU EVOLVE?
Where you focus first depends on
your model, your market and your
core strengths.
POSITIONING
If you think this is a marketing thing,
you’re doing it wrong.
“Marketing is about making it easy for people to find,
evaluate and buy your products. Positioning is
figuring out what yo...
“Marketing can polish a turd. Positioning can turn
turds into fertilizer.”
More April: rocketwatcher.com
- April Dunford, ...
HOW DO PEOPLE THINK ABOUT
YOUR PRODUCT?
Are you a turd or are you fertilizer?
WHAT’S THE CONTEXT IN WHICH
PEOPLE THINK ABOUT YOUR
PRODUCT?
Price, customers, competition,
brand, channels, message.
WHAT LANUAGE DO PEOPLE USE
TO TALK ABOUT ABOUT YOUR
PRODUCT?
How do your customers explain your
product to their colleague...
PERSONAS
These are your new BFFs – find out
everything you can about them
“By not deciding on one of these personas, we paid a
gigantic, invisible ‘optionality’ tax.”
Source: readthink.com
- Brian...
THE PROBLEM WITH MOST
STARTUPS ISN’T A LACK OF IDEAS,
IT’S A LACK OF CLARITY & FOCUS.
Hana Abaza | @hanaabaza
#SAASNORTH
MARKETING
Marketing in B2B SaaS requires
different grow levers and processes.
DEMAND GENERATION IS A
CORE ELEMENT OF DRIVING
GROWTH
But it’s poorly understood
and badly implemented.
BUT WHAT EXACTLY IS DEMAND
GENERATION?
It’s about creating urgency with
buyers that are complacent.
Demand generation is the engine that
generates leads, identifies and
nurtures qualified prospects, and optimizes
conversion ...
These people are different!
Messaging, tactics and channels
change. You need to generate
demand.
TACTICS THAT FUEL DEMAND
CONTENT EVENTS PAID
CORE DRIVERS
PARTNERS ORGANIC ACCOUNT BASED
MARKETING
FOCUS ON WHERE YOUR
PEOPLE ARE.
CONTENT
will produce more content than they did in 2015
77%of B2C
marketers 76% of B2B
marketers
CONTENT
ENVIRONMENT
COMPLEX
Over 841,000 “Mind-Blowing” Marketing Posts
Almost 563,000 Ultimate Guides to Marketing
Too many to count.
CONSUMERS ARE CREATING
MORE CONTENT THAN EVER
DESPITE THE NOISE
CONTENT CAN BE
A POWERFUL
GROWTH DRIVER
Define your brand, generate
leads, nurture prospects,
persuade buyers, and empower...
WE NEED TO CHANGE HOW
WE THINK ABOUT CONTENT
MARKETING.
Content needs to be more targeted,
relevant and engaging.
HOW CAN WE GET MORE
TRAFFIC?
HOW CAN WE GET MORE
TRAFFIC?
HOW CAN WE HIT OUR
GOALS WITH LESS
TRAFFIC?
Blog Articles
“Snacky” Content
Long Form
Premium (gated)
ebooks/whitepapers
Webinars
WHAT CONTENT TYPES DO YOU FOCUS ON?
V...
THE CONTENT MARKETING
POWER LAW
A small portion of your content is
responsible for the majority of your
results.
THE VAST MAJORITY OF
CONTENT UNDERPERFORMS
Buzzsumo analyzed one million
random B2B blog articles.
THE MEDIAN NUMBER OF SHARES FOR
B2B CONTENT?
THE MEDIAN NUMBER OF SHARES FOR
B2B CONTENT?
8
THE TOTAL NUMBER OF SHARES FOR
AUTUMN’S VIDEO?
THE TOTAL NUMBER OF SHARES FOR
AUTUMN’S VIDEO?
16
FOCUS ON HIGH-VALUE
CONTENT AND WATERFALL THE
HELL OUT OF IT
High-value content is relevant, data-
driven and unique to yo...
WATERFALL
CONTENT ACROSS
MANY CHANNELS
PR Strategy
Guest blogging
Webinars
eBooks/Whitepapers
Blog Posts
IRL Presentations...
EVENTS
WHEN DOES IT
MAKE SENSE TO
DO EVENTS?
New Category
Innovative Product
High Price Point
Hard to Access Buyer
PAID CHANNELS
ARE PEOPLE READY
TO BUY?
Ready to buy?
Yes
Acquisition
focused (demo/
signup)
Handoff to Sales
Ready to buy?
No
Lots of
Education
Required
Content Focused
Approach
Capture &
Nurture Leads
Yes
Acquisition
focused (demo...
PARTNERS
WHEN SHOULD
YOU DO PARNTER
MARKETING?
Complimentary Products
Overlapping Audience
Targeted Topic
PARTNER MARKETING IS
ABOUT ALIGNMENT &
AUDIENCE
Agree on goals, promotional plan,
topic and targeting upfront.
DEFINE YOUR FUNNEL
YOUR FUNNEL
Lead
Customer
Lead
Customer
Lead
Qualified Lead
Customer
YOUR FUNNEL
Lead
Customer
Lead
Qualified Lead
Customer
Lead
Marketing Qualified Lead
Sales Accepted Lead
Sales Qualified Lead
Opportun...
Opportunity
Customer
Sales Qualified
Leads
Sales Accepted Leads
Marketing Qualified Leads
Leads
YOUR FUNNEL
Opportunity
Customer
Sales Qualified
Leads
Sales Accepted Leads
Marketing Qualified Leads
Leads
YOUR FUNNEL
Campaigns, Pro...
Opportunity
Customer
Sales Qualified
Leads
Sales Accepted Leads
Marketing Qualified Leads
Leads
YOUR FUNNEL
Lead Qualifica...
Opportunity
Customer
Sales Qualified
Leads
Sales Accepted Leads
Marketing Qualified Leads
Leads
YOUR FUNNEL
Lead Qualifica...
Opportunity
Customer
Sales Qualified
Leads
Sales Accepted Leads
Marketing Qualified Leads
Leads
YOUR FUNNEL
Lead Qualifica...
Opportunity
Customer
Sales Qualified
Leads
Sales Accepted Leads
Marketing Qualified Leads
Leads
YOUR FUNNEL
Lead Qualifica...
HOW DOES IT WORK WITH
SALES?
SALES
3 KEY ELEMENTS OF GOOD
SMARKETING
Qualifying Criteria, Lead Handoff,
Funnel Operations
Lead Qualifying
Criteria
Lead Handoff
Process
Funnel
Operations
WHAT MECHANISMS ARE IN
PLACE TO RE-ENGAGE LOST
LEADS?
Funnel operations are core to
scaling your engine and improving
effi...
LOST TO A COMPETITOR?
Automated follow-up at 5 and 11 months
LOST DUE TO BUDGET?
Long-term nurture, re-engage with promotions/campaigns
HOW DO WE PUT IT ALL
TOGETHER?
REMEMBER THESE CORE
PRINCIPLES.
Smarter Smarketing
Smarter Smarketing
Can You Funnel?
Smarter Smarketing
Can You Funnel?
Go Where Your People Are
Smarter Smarketing
Can You Funnel?
Go Where Your People Are
Death and (optionality) Taxes
AND THE MOST IMPORTANT
QUESTION OF ALL...
vs.
Are you fertilizer or a turd?
Building a Revenue Engine: Demand Gen, Funnels and Smarketing
Building a Revenue Engine: Demand Gen, Funnels and Smarketing
Building a Revenue Engine: Demand Gen, Funnels and Smarketing
Building a Revenue Engine: Demand Gen, Funnels and Smarketing
Building a Revenue Engine: Demand Gen, Funnels and Smarketing
Building a Revenue Engine: Demand Gen, Funnels and Smarketing
Building a Revenue Engine: Demand Gen, Funnels and Smarketing
Building a Revenue Engine: Demand Gen, Funnels and Smarketing
Building a Revenue Engine: Demand Gen, Funnels and Smarketing
Building a Revenue Engine: Demand Gen, Funnels and Smarketing
Upcoming SlideShare
Loading in …5
×

of

Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 1 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 2 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 3 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 4 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 5 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 6 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 7 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 8 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 9 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 10 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 11 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 12 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 13 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 14 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 15 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 16 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 17 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 18 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 19 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 20 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 21 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 22 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 23 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 24 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 25 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 26 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 27 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 28 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 29 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 30 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 31 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 32 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 33 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 34 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 35 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 36 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 37 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 38 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 39 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 40 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 41 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 42 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 43 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 44 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 45 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 46 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 47 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 48 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 49 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 50 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 51 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 52 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 53 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 54 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 55 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 56 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 57 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 58 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 59 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 60 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 61 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 62 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 63 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 64 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 65 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 66 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 67 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 68 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 69 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 70 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 71 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 72 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 73 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 74 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 75 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 76 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 77 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 78 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 79 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 80 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 81 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 82 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 83 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 84 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 85 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 86 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 87 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 88 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 89 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 90 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 91 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 92 Building a Revenue Engine: Demand Gen, Funnels and Smarketing Slide 93
Upcoming SlideShare
Cat Videos, List Posts and Other Myths of High Converting Content
Next
Download to read offline and view in fullscreen.

7 Likes

Share

Download to read offline

Building a Revenue Engine: Demand Gen, Funnels and Smarketing

Download to read offline

How to build a revenue engine for B2B SaaS using Demand Generation.

Related Books

Free with a 30 day trial from Scribd

See all

Building a Revenue Engine: Demand Gen, Funnels and Smarketing

  1. 1. BUILD A REVENUE ENGINE DEMAND GEN, FUNNELS & SMARKETING Hana Abaza, @hanaabaza #SAASNORTH
  2. 2. ASSUMPTION: YOU’VE ACHIEVED PRODUCT / MARKET FIT If you don’t, 90% of this presentation is not applicable to you.
  3. 3. YOU NEED MORE THAN A GREAT PRODUCT TO SCALE You need effective system for improving process and expanding revenue operations.
  4. 4. 3 Phases of Evolution
  5. 5. WHERE ARE YOU NOW? Wizard of Oz Scooby Doo Oceans 11
  6. 6. Marketing Sales Customer Success B2B SAAS REVENUE ENGINE
  7. 7. SALES & MARKETING ARE ON THE SAME SPECTRUM Sales Sales Sales Demand Marketing + Sales *Brand & Demand + Sales
  8. 8. Support (reactive) Support & Success Support, Success, Advocacy CUSTOMER SUCCESS IS THE KEY TO GROWTH
  9. 9. WHERE DO YOU BEGIN & HOW DO YOU EVOLVE? Where you focus first depends on your model, your market and your core strengths.
  10. 10. POSITIONING If you think this is a marketing thing, you’re doing it wrong.
  11. 11. “Marketing is about making it easy for people to find, evaluate and buy your products. Positioning is figuring out what your product is in the first place.” More April: rocketwatcher.com - April Dunford, CEO of Sprintly
  12. 12. “Marketing can polish a turd. Positioning can turn turds into fertilizer.” More April: rocketwatcher.com - April Dunford, CEO of Sprintly
  13. 13. HOW DO PEOPLE THINK ABOUT YOUR PRODUCT? Are you a turd or are you fertilizer?
  14. 14. WHAT’S THE CONTEXT IN WHICH PEOPLE THINK ABOUT YOUR PRODUCT? Price, customers, competition, brand, channels, message.
  15. 15. WHAT LANUAGE DO PEOPLE USE TO TALK ABOUT ABOUT YOUR PRODUCT? How do your customers explain your product to their colleagues?
  16. 16. PERSONAS These are your new BFFs – find out everything you can about them
  17. 17. “By not deciding on one of these personas, we paid a gigantic, invisible ‘optionality’ tax.” Source: readthink.com - Brian Halligan, CEO of HubSpot
  18. 18. THE PROBLEM WITH MOST STARTUPS ISN’T A LACK OF IDEAS, IT’S A LACK OF CLARITY & FOCUS. Hana Abaza | @hanaabaza #SAASNORTH
  19. 19. MARKETING Marketing in B2B SaaS requires different grow levers and processes.
  20. 20. DEMAND GENERATION IS A CORE ELEMENT OF DRIVING GROWTH But it’s poorly understood and badly implemented.
  21. 21. BUT WHAT EXACTLY IS DEMAND GENERATION? It’s about creating urgency with buyers that are complacent.
  22. 22. Demand generation is the engine that generates leads, identifies and nurtures qualified prospects, and optimizes conversion throughout the buyer cycle.
  23. 23. These people are different!
  24. 24. Messaging, tactics and channels change. You need to generate demand.
  25. 25. TACTICS THAT FUEL DEMAND
  26. 26. CONTENT EVENTS PAID CORE DRIVERS PARTNERS ORGANIC ACCOUNT BASED MARKETING
  27. 27. FOCUS ON WHERE YOUR PEOPLE ARE.
  28. 28. CONTENT
  29. 29. will produce more content than they did in 2015 77%of B2C marketers 76% of B2B marketers
  30. 30. CONTENT ENVIRONMENT COMPLEX
  31. 31. Over 841,000 “Mind-Blowing” Marketing Posts
  32. 32. Almost 563,000 Ultimate Guides to Marketing
  33. 33. Too many to count.
  34. 34. CONSUMERS ARE CREATING MORE CONTENT THAN EVER
  35. 35. DESPITE THE NOISE
  36. 36. CONTENT CAN BE A POWERFUL GROWTH DRIVER Define your brand, generate leads, nurture prospects, persuade buyers, and empower advocates.
  37. 37. WE NEED TO CHANGE HOW WE THINK ABOUT CONTENT MARKETING. Content needs to be more targeted, relevant and engaging.
  38. 38. HOW CAN WE GET MORE TRAFFIC?
  39. 39. HOW CAN WE GET MORE TRAFFIC?
  40. 40. HOW CAN WE HIT OUR GOALS WITH LESS TRAFFIC?
  41. 41. Blog Articles “Snacky” Content Long Form Premium (gated) ebooks/whitepapers Webinars WHAT CONTENT TYPES DO YOU FOCUS ON? Visual Content SlideShare, Videos Infographics
  42. 42. THE CONTENT MARKETING POWER LAW A small portion of your content is responsible for the majority of your results.
  43. 43. THE VAST MAJORITY OF CONTENT UNDERPERFORMS Buzzsumo analyzed one million random B2B blog articles.
  44. 44. THE MEDIAN NUMBER OF SHARES FOR B2B CONTENT?
  45. 45. THE MEDIAN NUMBER OF SHARES FOR B2B CONTENT? 8
  46. 46. THE TOTAL NUMBER OF SHARES FOR AUTUMN’S VIDEO?
  47. 47. THE TOTAL NUMBER OF SHARES FOR AUTUMN’S VIDEO? 16
  48. 48. FOCUS ON HIGH-VALUE CONTENT AND WATERFALL THE HELL OUT OF IT High-value content is relevant, data- driven and unique to you.
  49. 49. WATERFALL CONTENT ACROSS MANY CHANNELS PR Strategy Guest blogging Webinars eBooks/Whitepapers Blog Posts IRL Presentations SEO
  50. 50. EVENTS
  51. 51. WHEN DOES IT MAKE SENSE TO DO EVENTS? New Category Innovative Product High Price Point Hard to Access Buyer
  52. 52. PAID CHANNELS
  53. 53. ARE PEOPLE READY TO BUY?
  54. 54. Ready to buy? Yes Acquisition focused (demo/ signup) Handoff to Sales
  55. 55. Ready to buy? No Lots of Education Required Content Focused Approach Capture & Nurture Leads Yes Acquisition focused (demo/ signup) Handoff to Sales Handoff to Sales
  56. 56. PARTNERS
  57. 57. WHEN SHOULD YOU DO PARNTER MARKETING? Complimentary Products Overlapping Audience Targeted Topic
  58. 58. PARTNER MARKETING IS ABOUT ALIGNMENT & AUDIENCE Agree on goals, promotional plan, topic and targeting upfront.
  59. 59. DEFINE YOUR FUNNEL
  60. 60. YOUR FUNNEL Lead Customer
  61. 61. Lead Customer Lead Qualified Lead Customer YOUR FUNNEL
  62. 62. Lead Customer Lead Qualified Lead Customer Lead Marketing Qualified Lead Sales Accepted Lead Sales Qualified Lead Opportunity Customer YOUR FUNNEL
  63. 63. Opportunity Customer Sales Qualified Leads Sales Accepted Leads Marketing Qualified Leads Leads YOUR FUNNEL
  64. 64. Opportunity Customer Sales Qualified Leads Sales Accepted Leads Marketing Qualified Leads Leads YOUR FUNNEL Campaigns, Programs, Data, Nurture, Scoring
  65. 65. Opportunity Customer Sales Qualified Leads Sales Accepted Leads Marketing Qualified Leads Leads YOUR FUNNEL Lead Qualification and Management Campaigns, Programs, Data, Nurture, Scoring
  66. 66. Opportunity Customer Sales Qualified Leads Sales Accepted Leads Marketing Qualified Leads Leads YOUR FUNNEL Lead Qualification and Management Sales / Sales Enablement Campaigns, Programs, Data, Nurture, Scoring
  67. 67. Opportunity Customer Sales Qualified Leads Sales Accepted Leads Marketing Qualified Leads Leads YOUR FUNNEL Lead Qualification and Management Sales / Sales Enablement Campaigns, Programs, Data, Nurture, Scoring Customer Marketing/Sales
  68. 68. Opportunity Customer Sales Qualified Leads Sales Accepted Leads Marketing Qualified Leads Leads YOUR FUNNEL Lead Qualification and Management Sales / Sales Enablement Campaigns, Programs, Data, Nurture, Scoring Customer Marketing/Sales Bi-directional Funnel, Feedback Loops
  69. 69. HOW DOES IT WORK WITH SALES?
  70. 70. SALES
  71. 71. 3 KEY ELEMENTS OF GOOD SMARKETING Qualifying Criteria, Lead Handoff, Funnel Operations
  72. 72. Lead Qualifying Criteria Lead Handoff Process Funnel Operations
  73. 73. WHAT MECHANISMS ARE IN PLACE TO RE-ENGAGE LOST LEADS? Funnel operations are core to scaling your engine and improving efficiency.
  74. 74. LOST TO A COMPETITOR? Automated follow-up at 5 and 11 months
  75. 75. LOST DUE TO BUDGET? Long-term nurture, re-engage with promotions/campaigns
  76. 76. HOW DO WE PUT IT ALL TOGETHER?
  77. 77. REMEMBER THESE CORE PRINCIPLES.
  78. 78. Smarter Smarketing
  79. 79. Smarter Smarketing Can You Funnel?
  80. 80. Smarter Smarketing Can You Funnel? Go Where Your People Are
  81. 81. Smarter Smarketing Can You Funnel? Go Where Your People Are Death and (optionality) Taxes
  82. 82. AND THE MOST IMPORTANT QUESTION OF ALL...
  83. 83. vs. Are you fertilizer or a turd?
  • GarySiminiuk

    Apr. 9, 2018
  • tharveyluc

    Jun. 20, 2017
  • t0001

    Apr. 18, 2017
  • AliMahmoud5

    Dec. 5, 2016
  • jshulman22

    Dec. 2, 2016
  • Leanne_H

    Dec. 2, 2016
  • e-SignLive

    Dec. 2, 2016

How to build a revenue engine for B2B SaaS using Demand Generation.

Views

Total views

1,973

On Slideshare

0

From embeds

0

Number of embeds

33

Actions

Downloads

39

Shares

0

Comments

0

Likes

7

×