It doesn’t take an MD to diagnose your marketing funnel, but it does take a critical eye, knowing which questions to ask, and a few analytical strategies. This session will explore exactly that - how to dig into your marketing funnel to understand what’s working, what’s not, and what action to take. Whether you’re a marketing team of one, managing a small marketing group, or leading a growing team, if you want a primer on keeping your funnel healthy, this session is for you. Presented at #INBOUND16.
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• Start with the Basics
• Strategies to Measure Quantity
• Strategies to Measure Quality
• Strategies to Measure Execution
• Strategies to Measure the Market
AGENDA
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Why caused the paid media
customer acquisition increase?
a) Paid media lead volume
Not really.
b) Win rate improvement rate
Yes!
Find a Cause for Every Effect
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Why caused the paid media
customer acquisition increase?
a) Paid media lead volume
Not really.
b) Win rate improvement rate
Yes!
c) Which step in the funnel
improved?
Lead-Opp conversion rate.
d) Etc.
Find a Cause for Every Effect
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Lead-to-Customer % Indicator
Average 13% -
3-10 Website Visits 27% Positive
>10 Website Visits 10% Negative
Visited Pricing Page 13% Neutral
Viewed Case Study Video 23% Positive
Viewed 2+ Case Study Videos 35% Positive
Visited Blog 18% Positive
Subscribed to Blog 13% Neutral
Visited Careers Page 5% Negative
Etc. Etc. Etc.
Etc. Etc. Etc.
Etc. Etc. Etc.
Influenced Funnels
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The speed at which a prospect converts to the next stage of the funnel.
This allows you to:
ü Measure apples-to-apples conversion rates
ü Measure quality in terms of impact on velocity
ü Not wait the full sales cycle to measure results
“Conversion Rate Velocity”
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Impact of Timing
If you follow up with web leads
within 5 minutes, you’re 9 times
more likely to convert them.
Source: InsideSales.com
9x
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• Clear goals, transparently
& consistently visible
• Leverage incentives &
comp plans
• Compete against
coworkers or as a team
Sales Team Competition
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ØSearch volume
ØSurveys and interviews
ØIndustry stats
Evaluate Overall Demand
73% of Restaurants Want to
Upgrade Restaurant
Technology within the Year
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#1 GET IN THE
HABIT OF
REGULAR
CHECKUPS
Make it easy to get a pulse on your
funnel performance.
ü Consider all the factors: quantity,
quality, execution, market, etc.
ü Define the funnel stages
ü Have a single source of truth
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#2 KNOW YOUR
DIAGNOSTIC
TESTS
Ask and answer all the “Why’s”.
ü Compare funnels side-by-side
ü Make sure to look at data apples-
to-apples
ü Consider everything from lead
gen campaigns to sales capacity
to market dynamics
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#3 MEASURE,
ANALYZE,
ACT, REPEAT
In other words, get into a habit of
iterating based on your learnings.
ü Use regular checkups as a
starting place, with drill down
analysis as needed
ü Focus on what you can learn so
that you can improve