The document provides an overview of a webinar on creating a successful marketing plan. It discusses defining target customers, developing tailored marketing messages, and testing messages. It emphasizes having a strategic framework focusing on attracting traffic, capturing and nurturing leads, converting sales, satisfying customers, gaining upsells and referrals. The webinar promotes the all-in-one marketing automation tool Infusionsoft and offers a discounted quick start bundle.

1. How To Create a Successful
Marketing Plan
Presented by Tyler Garns
Director of Marketing, Infusionsoft
@tylergarns

2. Housekeeping
A/V Check
You’re all on mute
Ask questions through GoToWebinar - I’ll handle them
at the end
Feel free to tweet if you like our content
This will not be a demo of Infusionsoft - please visit
http://www.infusionsoft.com
There will be an opportunity to get Infusionsoft at a
significant discount - details at the end
@tylergarns

3. Marketing resources are
great...
@tylergarns

4. The Basics
Define your target Figure out where your
target hangs out
Who are your best
customers? Advertise with the right
message to the right
Craft your message
people
What do your best
Fuel “WOM” referrals
customers want?
Test your message
@tylergarns

5. What’s your dream?
@tylergarns

6. You need to read these
books & others in order to...
Get a good understanding of how to define your target
market
How to develop a message specific to your target
market
How to use different media: website, direct mail, etc.
How to leverage traditional marketing techniques
To learn tried to true marketing methods
@tylergarns

7. BUT...
they all fall short of giving you the big picture
because...
@tylergarns

8. They all focus on...
TRAFFIC
@tylergarns

9. You hear it all day long
You should blog You should advertising
on the radio
You should be on
Facebook Do something
outrageous to get PR
You should be on Twitter
Create a cool video &
You should do some
put it on YouTube
SEO
On, & on, & on...
You should do PPC
advertising
@tylergarns

10. It’s time to cut through the
HYPE!
@tylergarns

11. Marketing
Customer Service
Starts Here
@tylergarns

12. All the efforts of your
company should
AMPLIFY
your marketing message
@tylergarns

13. Build the Strategy First
Then Find Tactics & Tools That Accomplish The
Strategy
@tylergarns

14. Holes In Your Business
Hole #1: Lost Traffic
Ask yourself: How
much traffic came to
my site today and left
without me capturing
their info? How will I
ever follow up with
them again?
@tylergarns

15. Holes In Your Business
Hole #2: Lost Leads
Usually 10% of leads are
HOT - we convert those
What about the rest?
What about the people
who aren’t ready to buy
now?
@tylergarns

16. Did You Know?
How many
leads each
month are
labeled as
“bad” and
dumped into
hole #2?
@tylergarns

17. Holes In Your Business
Hole #3: Lost
Customers
You lose 68% of
customers because of
INDIFFERENCE*
Are your customers
buying more?
Are they referring?
@tylergarns *According to a study conducted by the Technical Assistance Research Project in Washington D.C

18. Poll: How much more
revenue?
$1,000
$5,000
$10,000
$25,000+
@tylergarns

19. Holes in your funnel are a
result of focusing on tools &
tactics (getting traffic) - while
ignoring strategy
@tylergarns

20. Framework for Strategy:
The Perfect Customer Lifecycle
@tylergarns

21. @tylergarns

22. What are your business
goals?
Make more money?
Spend more time with family & friends?
Build a Fortune 500 business?
Retire at 40? or 50? or 60?
Why did you start this business?
Write your goals down on the handout
@tylergarns

23. Traffic Attraction Strategies
The Internet has taught us:
Build it, and they will not come!
Killer Content - Blog Posts, Tools, Videos, etc.
Social Media
Partners
Referrals
Advertising
@tylergarns

24. Lead Capture Strategies
“Sign up for our Newsletter” is NOT a lead capture
strategy
Free Report, eBook, etc.
Access to Video, Audio, Podcast, Premium Content
(membership site), etc.
Request a Quote
Surveys, Polls, Contests & Drawings
Offers, Coupons, etc.
Live Event, Webinar, Teleseminar
@tylergarns

25. Lead Nurture Strategies
Typical Autoresponder = Robotic - Your Prospects
Don’t Want to Be Treated Like Robots
New Lead, Hot Lead Sequence, Cold Lead Sequence
Long Term Nurture Sequence
Weekly Newsletter
New Customer Sequence
Customer Satisfaction Sequence
Event Follow Up Sequence (Pre & Post)
@tylergarns

26. Sales Conversion Strategies
If you rely solely on your sales reps, you’ll never achieve
the sales your organization is capable of
Automate Sales Stage Communications
New Prospect
Discovery Info
Objection Handling
Supporting Evidence
@tylergarns

27. WOWing Customer
Strategies
Imagine you have only 1 customer - craft the PERFECT
EXPERIENCE for that customer
Then Put Systems In Place for Quality Control
Welcome Sequence (make it personal & relevant)
Customer Satisfaction Sequence (offer bonus for
completing)
@tylergarns

28. Upsell Strategies
Upsell During Checkout (during sales process - would
you like fries with that?)
Post-Purchase Upsell (get ‘em while they’re hot)
Happy Customer Upsell (post cust. sat. survey)
Product-Specific Upsell/Refill (automatic ink delivery,
service package, warranty, etc)
Product-Specific Cross-Sell (ink -> paper - could be
partner product/service)
@tylergarns

29. Referral Strategies
You & Your Friend Get a Discount
Free Product/Service If You Refer A Friend
Referrals Don’t Have To Come From Customers - Use
Happy Leads To Drive Traffic
@tylergarns

30. Service Business
Attract Traffic
Capture Leads
Nurture
Convert Sales
Deliver & Satisfy
Upsell
Referrals
@tylergarns

31. Heating & Air Conditioning
@tylergarns

32. @tylergarns

33. Online Retail
Attract
Capture Leads
Nurture
Convert Sales
Deliver & Satisfy
Upsell
Referrals
@tylergarns

34. @tylergarns

35. What is Infusionsoft?
If you combined ACT!, 1ShoppingCart, Aweber,
Salesforce.com, ConstantContact, and Outlook - you
still wouldn’t have Infusionsoft.
Infusionsoft is less expensive than adding all those
thing together, and it has some secret sauce (hint:
automation) that you can’t get anywhere else.
#1 Marketing Automation solution for small business,
used by 7,000+ businesses and many gurus.
@tylergarns

36. The beauty of the all-in-one
system
@tylergarns

37. Who is Infusionsoft for?
Professional Services: Other Services:
Doctors, Lawyers, Landscaping, House
Real Estate, Insurance, Cleaning, A/C
etc. Repair, Pest Control,
Martial Arts, Dance
Online Retailers
Info Marketers &
Widgets, Accessories,
Internet Marketers
Camping Gear, etc.
@tylergarns

38. Strategy + Tools = Success!
@tylergarns

39. Quick-Start Bundle
If you’re maxing out Aweber & 1SC, we help you transition
We’ll help you build out your unique Marketing Automation Plan
(M.A.P.)
2 Campaign Configurations -(custom solution)
2 Flex Blocks to get help with other things - your choice (we’re
flexible)
Weekly mastermind webinars, Online Help Center, Unlimited
Tech Support
Services expire 60 days after purchase
@tylergarns

40. Question: Would you like
more information about how
Infusionsoft can help you
implement your marketing
strategy?
@tylergarns

41. Case Studies
@tylergarns

42. Are you ready?
Are you ready to finally achieve your goals?
Are you ready to free yourself from your “job” & build a
business?
Are you ready for your marketing to start working for
YOU instead of you working for your marketing?
Are you ready to be the next Infusionsoft success
story?
@tylergarns

43. Exclusive Webinar Offer
Quick Start Bundle $1,500 $2,000
Infusionsoft Monthly Subscription Starting at $199
Additional User Accounts 2 Free $59/month
Plus
Lifetime Upgrades & Unlimited Support Included
Secure, Hosted Software w/Daily Backups Included
Weekly Webinars, Help Center, Community Included
@tylergarns

44. Questions?
Call: 866.800.0004 Ext. 1
Offer good today & tomorrow only
@tylergarns