Full Funnel Marketing – Integrating Sales & Marketing to Increase Results & Success
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Marketing success today requires far more than delivering leads to sales – it requires a full-funnel approach that addresses every stage of the buying journey and sales process. This presentation will highlight specific best practices, habits and proven methods used by modern B2B marketers to increase the measurable impact of their work.
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Full Funnel Marketing – Integrating Sales & Marketing to Increase Results & Success
- 1. Full Funnel Marketing 101 Matt Heinz President, Heinz Marketing Inc
- 2. Housekeeping • Copy of this deck • Offers for you • Full Funnel Marketing – the BOOK • Modern Marketer’s Field Guide • Matt’s award-winning* smoked bacon recipe • Send me an email (matt@heinzmarketing.com) or bring me a business card noting what you want
- 3. I am serious about bacon
- 4. Page 4 #MKTGNATION Five keys to full-funnel marketing 1.Do the math (quantify what success looks like) 2.Create a clear customer profile 3.Map the sales and buying process 4.Embrace revenue responsibility 5.How will you measure it?
- 5. Page 5 #MKTGNATION Calculating what you need Assumptions Meaghan ASP $ 65,000 Jennifer ASP $ 75,000 John ASP $ 80,000 Opp/Close % 25.0% Lead/Opp % 5.0% Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Meaghan Sales # 1 1 2 3 2 4 Jennifer Sales # 1 2 2 2 2 2 John Sales # 1 1 1 1 2 1 Total Sales # 2 3 4 5 4 7 Meaghan Sales $ $ 65,000 $ 65,000 $ 130,000 $ 195,000 $ 130,000 $ 260,000 Jennifer Sales $ $ 75,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 John Sales $ $ 75,000 $ 75,000 $ 75,000 $ 75,000 $ 150,000 $ 75,000 Total Sales $ $ 215,000 $ 290,000 $ 355,000 $ 420,000 $ 430,000 $ 485,000 Meaghan Pipeline # 4 4 8 12 8 16 Jennifer Pipeline # 4 8 8 8 8 8 John Pipeline # 4 4 4 4 8 4 Total Pipeline # 12 16 20 24 24 28 Meaghan Pipeline $ $ 260,000 $ 260,000 $ 520,000 $ 780,000 $ 520,000 $1,040,000 Jennifer Pipeline $ $ 300,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 John Pipeline $ $ 300,000 $ 300,000 $ 300,000 $ 300,000 $ 600,000 $ 300,000 Total Pipeline $ $ 860,000 $1,160,000 $1,420,000 $1,680,000 $1,720,000 $1,940,000 Meaghan Leads 80 80 160 240 160 320 Jennifer Leads 80 160 160 160 160 160 John Leads 80 80 80 80 160 80 Total Leads 240 320 400 480 480 560
- 6. Page 6 #MKTGNATION Enumerating needs by role Audience Vertical #1 CEO IT/CIO CFO CMO Audience Vertical #2 CEO Drivers Pain Points Value Propositions (bullet points) Key Messages Key MessagesDrivers Pain Points Value Propositions (bullet points)
- 7. Page 7 #MKTGNATION One slide to rule them all
- 8. Page 8 #MKTGNATION Defining & developing trust Trust = (relationships + content) X reputation
- 9. Page 9 #MKTGNATION Only two sales stages matter
- 10. Page 10 #MKTGNATION Only two sales stages matter
- 11. Page 11 #MKTGNATION The buyer’s journey
- 12. Leads & Opportunities Stage Definition Sales Next Step(s) Marketing Next Step(s)Leads Open/Not Attempted New lead, has not been attempted or contacted by sales Begin follow-up to get on the phone live to qualify as opportunity Provide scripts and response offers as needed to increase call-backs Attempting to Contact Sales has begun the process of following the lead follow-up process to reach the prospect live Continue follow-up attempts via phone, email, "zero out" to reach prospect live Provide scripts and response offers as needed to increase call-backs Interested Prospect has expressed interest in ABC Company and/or achieving better results, and is interested in learning more; full qualification criteria intent/purchase timeline still unknown Once prospect has been qualified, either move into a "Qualified" opportunity or move to Nurture (if timeline is long-term or undetermined) Provide collateral, case studies and other information as needed to help prospect determine sales intent Nurture Prospect is interested, but there is no near-term opportunity to buy (prospect may have other immediate priorities, or may just need more time to consider interest/intent) no action Drip marketing to prospect 1-2 times per month with value-added offers, until they're ready to engage in a short-term buying cycle again Unresponsive Haven't been able to get ahold of prospect after repeated attempts no action Drip marketing to prospect 1-2 times per month with value-added offers, until they're ready to engage in a short-term buying cycle again No Further Action Lead is not a qualified prospect no action no action Opportunities Qualified Prospect has a need & budget, and is actively evaluating solutions Get demo commitment, plan next steps and timeline to buy (or at least make decision) with prospect Provide additional support tools as needed (case studies, etc.) to help accelerate prospect interest and buying cycle Presentation & Demo Demo has been scheduled or completed; working through objections & questions Get permission to present formal proposal Provide additional support tools as needed (case studies, etc.) to help accelerate prospect interest and buying cycle Proposal Formal proposal is in process or has been delivered outlining terms, services, fees Get verbal commitment to buy pending finalization of terms no action Negotiation Prospect has verbally agreed to do business; both sides are working through final legal/term/service/fee details Sign, seal and return baby! no action Close Agreement has been signed and returned victory lap no action Opportunity has stalled indefinitely or is dead no action Drip marketing to prospect 1-2 times per month with value-added offers, until
- 13. Page 13 #MKTGNATION A direct line to revenue growth
- 14. Page 14 #MKTGNATION People & problems, not products
- 15. Page 15 #MKTGNATION Marketing plan in 5 questions 1. What/who are your targets? • Direct & indirect users, influencers • Address entire buyer ecosystem 2. What do they care about? What outcome are they seeking? 3. Where do you find them? 4. What or who influences them? 5. How do they want to engage and (eventually) buy?
- 16. Page 16 #MKTGNATION What do your customers care about?
- 17. Page 17 #MKTGNATION The buyer progression Solution Problem/ Pain Objective/ Outcome
- 18. Page 18 #MKTGNATION How to develop a “strategic plan”
- 20. A Culture of Failure
- 21. Page 21 #MKTGNATION Competing against your future self
- 22. Page 22 #MKTGNATION Questions your CEO should be asking 1. Show me your model 2. What problem are you solving and for whom? 3. Who is your target customer and why? 4. What is your sales process? 5. Who is selling for you and how are you measuring & managing them? 6. How are you going to generate leads? 7. How are you going to decrease acquisition costs over time?
- 23. Page 23 #MKTGNATION Inbound vs Outbound vs ABM vs …..
- 24. Seven traits of outstanding full- funnel marketing professionals 5/11/2016 24
- 26. Revenue responsibility in practice • Quick sales vs. lifetime value • Good sales vs. bad sales • Expensive customers, higher churn likelihood • Can you buy a beer with it? • Business vs. commission check mindset 5/11/2016 26
- 28. Attributes of a focused marketer • Daily plan • Evening evaluation & recalibration • Minimized distractions • Effective triage • Distraction management (internally & externally) 5/11/2016 28
- 30. This doesn’t write checks!
- 32. Accountability means… • Transparency • Constructive criticism & improvement • Macro & micro calibrations • Proactive adjustments • Daily discipline 5/11/2016 32
- 34. Is your tech helping or hurting? • What problem does it solve? • What does it automate or accelerate? • What is your system or process? • Can it scale beyond you? 5/11/2016 34
- 35. Key #1: Start with the problem & outcome
- 36. Is the tail wagging the dog?
- 37. Key #2: Align to Impact & ROI
- 38. Key #3:Establish requirements up front
- 39. Key #4: Work with IT
- 40. Key #5: Integrate with existing systems & processes
- 41. Key #6: Practice the OODA Loop
- 42. BONUS #7: Quarterly Reviews
- 43. BONUS #8: Be deliberate
- 44. 6. Agile mentality 5/11/2016 44
- 45. What is your tolerance for chaos? • Speed and focus amidst change • Quick recalibration & new game plan development • The power of humility 5/11/2016 45
- 47. What empathy means… • For your peers • For your sales organization • For other departments • For your customers • What is important to THEM? 5/11/2016 47
- 48. Page 48 #MKTGNATION Five recommendations 1. Know your customer better 2. Focus on building consensus internally 3. Prioritize early buyer stages 4. Establish key metric baselines & goals 5. Develop systems, processes & habits to execute consistently
- 49. Housekeeping • Copy of this deck • Offers for you • Modern Marketer’s Field Guide • Full Funnel Marketing the BOOK • Matt’s award-winning* smoked bacon recipe • Send me an email (matt@heinzmarketing.com) or bring me a business card noting what you want
- 50. Thank you! Matt Heinz President, Heinz Marketing @heinzmarketing matt@heinzmarketing.com
- 51. Thank You!
Notas del editor
- Update with new cover from visual brand deck.
- Taking risks, socedo example
- Update with new cover from visual brand deck.