14035

Prepared by FullQuota on behalf of Microsoft

But that was before Jennifer realized how
effective her efforts would be if she focused less
on getting in front of prospects and more on
getting found online and driving


So Jennifer decided to transform her
marketing to focus more on blogging,
search engine optimization and social
media to drive awareness and traffic, as
well as insides sales to nurture and
qualify sales-ready leads.


And the results?

300
% Prepared by FullQuota on behalf of Microsoft

80%

100%

HOW?

1 Have a Plan

Become a
2 TOFU Ninja

Master Your
3 MOFU

4 Keep SCORE

Your Marketing Playbook
is
BROKEN.


Buyers have 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.

Yesterday’s approach:
“GET IN THEIR FACE”
when they’re not looking.
Today’s approach:
“GET FOUND”
when they are looking.
Prepared by FullQuota on behalf of Microsoft Prepared by FullQuota on behalf of Microsoft

12b 2.75b 2.25b

17 billion searches are conducted
every month.

SOURCE: COMSCORE, AUGUST 2010 Prepared by FullQuota on behalf of Microsoft

46%
of daily searches are for info on
products or services.

46
%

Products
and Services
Prepared by FullQuota on behalf behalf of Microsoft
Prepared by FullQuota on of Microsoft

This is your new business
card.


70% of the links search users click on
organic – not paid.
are

25%
“Which search result link PAID
did you click on first?”

70% ORGANIC


of all organic clicks go to the top
three organic search results.


First
Page
…and
done!


Bottom Line:

If Google can’t find your products and services, neither will
your target buyer.

1
Have a Plan

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
- Don’t have time to teach a sales
person about their business problems


Understand what motivates them

Concerns

Motivations
- Want to solve my problem
- Education
- Data/information reports
- Recommendation from a peer
- Meeting other people like me that have
insights to share

Create a solution that entices
them and addresses their concerns
Concerns

Entice & Address
Concerns
- Tell them – in simple terms – what you offer and how it
addresses their business problem.
- Provide customer testimonials, address vendor risk.
- Offer free “fit” assessments, address product viability and
fit concerns.
- Provide demos and paid trials to prove value.

2
Become a
TOFU Ninja (Top of the Funnel)

Your customer’s purchase in stages

Purchase
Consideration

CLOSED
DEAL

Awareness


An organizational model for your sales
funnel stages
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


TOFU in a nutshell
2.
Optimizing
content
1. 3.
Creating Promoting
content Content


1 Create Content

• Daily executive article
summaries (blog)
• Weekly executive newsletter
• Monthly e-books, reports and
white papers
• Quarterly webinars


Make stuff
people want…
Start creating & publishing content that is that is
meaningful and relevant to your target buyer:

• Top-notch blog articles
• New market data
• Industry research, reports, & studies
• Educational content


• The more we give, the
more we’ll get.

• Increase # of pages
and inbound links.

• Build trust, credibility
and good will.

Be generous.
Prepared by FullQuota on behalf ofbehalf of Microsoft
Prepared by FullQuota on Microsoft

Be consistent.
 Daily executive articles summaries
(blog)

 Weekly executive newsletter

 Monthly e-books, reports and white papers

 Quarterly webinars


2 Optimize

“6 RETAIL TRENDS you
MUST understand &
embrace.”

vs. “Retail Trends”


Google is Judge, Jury &
Executioner


Understand what
motivates Google
(as well as bing and Yahoo)


Help Google decide.


Ranking Algorithm

f(n) = Relevance + Authority


f(n) Authority

Relevance = On-Page SEO
The process of optimizing
your website and your
content around your target
keywords


On-Page SEO Basics
URL Page title

Headings and text

Meta description


f(n) Relevance

Off-Page SEO = Authority
The process of getting other
websites to link back to you.


Off-Page SEO Basics


Creating meaningful
and relevant content
is the best way to
improve the authority
of your website and
content.

Prepared by FullQuota on behalfbehalf of Microsoft
Prepared by FullQuota on of Microsoft

WHY?

Authority is Determined by Inbound Links


How do you get more links?

Create content worth linking to!


3 Promote

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.


Pick the ?
right
channels
.


Participate in
channels with
awesome
content
about your target
buyers and their
passions.


Make it easy to share
BLOGS │ EBOOKS │ WEBINARS │ DEMOS │ NEWSLETTERS │ EVERYTHING!

1
5
3 110
53
1 1
3
2 1
2
share tweet email +1


3
Master Your
MOFU (Middle of the Funnel)

What is the middle of the
funnel?
CONVER
T

NURTUR
E

QUALIF
Y

SALES
OPPORTUNITY

“TOFU
”
is just dessert


“beef is
MOF
U
is where the

”

MOFU in a nutshell
2.
Nurture
prospects into
1. leads 3.
Convert traffic Qualify leads
into prospects into sales
opportunities


Converting is all about
helping potential prospects
take action.


Giving great directions.

Create:
• Relevant websites & landing pages ?
• Clear calls to action
• Compelling offers


Create clear, relevant websites

What is it?

Who is it for?

Where’s the proof?
Example: Avanade ERP for Construction
Micro Website


Clear calls-to-action

How do I get it?

How do I get it?

Example: Avanade ERP for Construction
Micro Website


Compelling offers…

What is it?

What do I get?

What do I need to do?


Nurturing is all about guiding
prospects from general
awareness to actively
considering your products and
services.


Creating, optimizing, and promoting
exceptional and unique content
also
are
the keys to nurturing
prospects into leads


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.

thinking like a
marketer or
advertiser…

Prepared by by FullQuota on behalf Microsoft
Prepared FullQuota on behalf of of Microsoft

…START thinking
like a
publisher and
socializer.

…Focus your
buyers
business
problems.


Give them Valuable and Relevant Content…
 Education
 Information
 Knowledge
With ZERO selling


Qualifying is all about
contacting, scoring and
converting leads into sales
ready opportunities – or
not!

Up to 75% of marketing gets lost in the
middle-of-the funnel.


Most leads
should never
be passed
over to sales.


“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.


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…

Insanely Happy
Sales People


4
Keep SCORE

Measure
"If you cannot measure it,
You cannot improve it."
- Lord Kelvin


The key metrics Campaigns to
drive traffic

Visitors

Overall
conversion % Conversion %

Lead

(By lead source) Conversion %

Closed deals


1 Have a Plan

Become a
2 TOFU Ninja

Master your
3 MOFU

4 Keep SCORE

If you don’t like change,
You’re going to like
irrelevancy even
less.”
- GENERAL ERIC SHINSEKII, 2003


IT’S TIME TO

TRANSFORM
YOUR MARKETING.

SCHEDULE A CONSULTATION TODAY

Visit .com
or
Email reedo@fullquota.com


To purchase your 2-for-1 exams voucher,
visit www.prometric.com/microsoft/wpc/2for1 or
stop by the MPN booth.

Image Sources
• Slide 5 – 11, 14 – 15, 18, 21, 25 – 27, 37, 40, 47, 49, 52 – 53, 61 – 62, 66 – 67, 70 – 71, 73, 75 – 76:
• Image source - Purchased from iStockphoto (http://www.istockphoto.com/license)
• Slide 17: via flickr: http://www.flickr.com/photos/st3f4n/ by Stéfan
• Slide 19: via flickr: http://www.flickr.com/photos/epsos/4962823635/sizes/l/in/photostream/ by epSos.de
• Slide 35: via flickr: http://www.flickr.com/photos/jliba/4389220460/sizes/l/ by Josh Liba
• Slide 36: via flickr: http://www.flickr.com/photos/brandoncwarren/4164759025/sizes/l/in/faves-bonafidemarketinggenius/ by Brandon
Christopher Warren
• Slide 55: via flickr: http://www.flickr.com/photos/st3f4n/ by Stéfan
• Slide 63: via flickr: http://www.flickr.com/photos/haizi-hyg/3640001725/in/set-72157619950169446/ by hyg-27
• Slide 65: via flickr: http://www.flickr.com/photos/ccacnorthlib/5839729061/in/photostream by CCAC North Library
• Slides 18, 20, 39: Hubspot.com
• Slides 51 & 53: Guidelines for Use of the following trademarks or logos:
• Twitter: https://support.twitter.com/entries/77641
• LinkedIn: https://developer.linkedin.com/documents/branding-guidelines
• Facebook: http://www.facebook.com/brandpermissions/logos.php
• YouTube: http://www.youtube.com/t/press_room_image_files
• Reddit : http://www.reddit.com/r/redditlogos
• Slide 60 Image source - http://en.wikipedia.org/wiki/File:Lord_Kelvin_photograph.jpg
• Slide 69: http://www.free-desktop-backgrounds.net/Miscellaneous-pictures/Signs-wallpaper-images/Stop-sign.html
• Slide 78: http://en.wikipedia.org/wiki/File:Lord_Kelvin_photograph.jpg


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