planning for 2013: how to use inbound marketing to improve your lead generation
TRANSCRIPT
Prepared by FullQuota on behalf of Microsoft
Reed Overfelt, CEO – FullQuota
IT’S TIME TO
YOUR MARKETING TRANSFORM
Planning for 2013 How to Use Inbound Marketing to Improve Lead Generation
Technology companies
have historically relied on
traditional marketing tactics
like trade shows, webcasts,
direct mail and email.
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.
Today, buyers have more
information than
ever before to guide their
discovery and evaluation of
your products and services
Buyers enter the sales process
understanding…
Problem
Answer
Cost
Before
Yesterday’s approach:
“GET IN THEIR FACE” when they’re not looking. Today’s approach:
“GET FOUND” when they are looking.
HOW?
Have a Plan 1
Become a TOFU Ninja 2
Master Your MOFU 3
Keep SCORE 4
Have a Plan
1
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
Get inside your customer ’s head
Concerns
Understand what motivates them
- Want to solve my problem
- Education
- Data/information reports
- Recommendation from a peer
- Meeting other people like me
that have insights to share
Motivations
Concerns
Create a solution that entices them and addresses their 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.
Entice & Address
Concerns
Become a TOFU
Ninja
2
(Top of the Funnel)
Your customer ’s purchase in stages
Consideration
CLOSED
DEAL
Awareness
Purchase
An organizational model for your sales funnel stages
Middle of the Funnel
CLOSED
DEAL
Top of the Funnel
Bottom of the Funnel
What is the top of the funnel?
SALES
PROSPECT
GET
FOUND
GENERATE
AWARENESS
HOW?
TOFU in a nutshell
1. Creating
content
2. Optimizing
content 3. Promoting
Content
Make stuff people want…
Start creating & publishing content that is
that is meaningful and relevant to your
target buyer:
•Up-to-the minute blog articles
•Hard facts
• Industry research, reports, & studies
• Educational content
Be generous.
• The more we give,
the more we’ll get.
• Increase # of
pages
and inbound links.
• Build trust,
credibility
and good will.
Be consistent.
Daily executive article
summaries (blog)
Weekly executive newsletter
Monthly e-books, reports and
white papers
Quarterly webinars
2 Optimize
vs. “Retail Trends”
“6 RETAIL TRENDS you MUST
understand & embrace.”
Google is Judge, Jury & Executioner
Understand what motivates Google (as well as bing and Yahoo)
Help Google decide.
f(n) = Authority + Relevance
Ranking Algorithm
Creating
meaningful and
relevant content is
the best way to
improve the
authority of your
website and content.
WHY?
The internet is like a popularity contest ...
When content is really good, people want to link to it.
Create content worth linking to!
So, if you want more links…
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
about your
target buyers
and their
passions.
awesome content
2 1 2 3 1 53 110 1 3 5 1
share tweet email +1
Make it easy to share BLOGS │ EBOOKS │ WEBINARS │ DEMOS │ NEWSLETTERS │ EVERYTHING!
Master Your MOFU
3
(Middle of the Funnel)
What is the middle of the funnel?
SALES OPPORTUNITY
QUALIFY
NURTURE
CONVERT
TOFU is just dessert
“ ”
MOFU is where the
beef is
“ ”
MOFU in a nutshell
1. Convert traffic
into prospects
2. Nurture
prospects into
leads 3. Qualify leads
into sales
opportunities
Converting is all about helping potential prospects take action.
Give great directions.
Create: • Relevant websites & landing pages
• Clear calls to action
• Compelling offers
?
Create clear, relevant websites
Example: Avanade ERP for Construction
Micro Website
What’s in the box?
Who is it for?
What is it?
Clear calls-to-action
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.
the keys to nurturing prospects into leads
Creating, optimizing, and promoting exceptional and unique content are
also
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…
…START thinking
like a
publisher and
socializer.
…Focus
your
buyers
business
problems.
With ZERO selling
Give them Valuable and Relevant Content…
Education
Information
Knowledge
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.
WHY?
Most leads
should never be passed over
to sales.
< 25% of Leads Are Sales Ready
s
✗ n
are
Marketing says:
“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
Keep SCORE
4
Measure "If you cannot measure it,
You cannot improve it."
- Lord Kelvin
Visitors
Campaigns to
drive traffic
Lead
Closed deals
Conversion %
Conversion %
Overall conversion %
(By lead source)
The key metrics
Have a Plan 1
Become a TOFU Ninja 2
Master your MOFU 3
Keep SCORE 4
If you don’t like change,
You’re going to like irrelevancy even less.” - GENERAL ERIC SHINSEKII, 2003
Visit .com or
Email [email protected]
ARE YOU READY TO
YOUR MARKETING? TRANSFORM
SCHEDULE A CONSULTATION TODAY
• Slide 5 – 11, 14 – 15, 18, 21, 25 – 27, 37, 40, 47, 49, 52 – 53, 61 – 62, 66 – 67, 70 – 71, 73, 75 – 76:
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• Slide 17: via flickr: http://www.flickr.com/photos/st3f4n/ by Stéfan
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• Slide 35: via flickr: http://www.flickr.com/photos/jliba/4389220460/sizes/l/ by Josh Liba
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bonafidemarketinggenius/ by Brandon Christopher Warren
• Slide 55: via flickr: http://www.flickr.com/photos/st3f4n/ by Stéfan
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• 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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