Building, accelerating and converting at the top of your funnel
Download as PPT, PDF2 likes814 views
This document provides strategies for building and accelerating a company's top of funnel marketing efforts. It discusses focusing on early buyer stages like discovery rather than later sales stages. It recommends identifying target customer profiles, their problems and needs in order to create relevant content and messages. The document also includes a sample marketing plan framework with questions to define targets, influences, engagement preferences. Additionally, it outlines a prospect engagement funnel model and provides recommendations like understanding customers, auditing content, and establishing metrics to improve top of funnel marketing.
Building, accelerating and converting at the top of your funnel
- 1. Building, Accelerating & Converting @ The Top of Your Funnel Matt Heinz President, Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing
- 2. Housekeeping • Copy of this deck • Offers for you • Successful Selling • Modern Marketer’s Field Guide • Sales for Startups • Email me or bring me a business card with what you want
- 3. One slide to rule them all
- 4. Is this the modern funnel?
- 5. Only two sales stages matter
- 6. Only two sales stages matter
- 8. Top of Funnel Objectives
- 9. Heinz Marketing, Inc A direct line to revenue growth
- 10. Heinz Marketing, Inc 1. Do the math (quantify what success looks like) 2. Create a clear customer profile 3. Map the sales and buying process 4. Plan to fire lots of bullets Four steps to a better plan
- 11. Heinz Marketing, Inc Calculating what you needAssumptions Product A ASP $ 15,000 Product B ASP $ 50,000 Opp/Close % 33.0% Lead/Opp % 10.0% Product A CPL $ 15 Product B CPL $ 35 Q1 2010 Q2 2010 Q3 2010 Q4 2010 TOTALS Product A Sales # 50 56 63 69 238 Product B Sales # 8 9 10 11 38 Total Sales # 58 65 73 80 276 Product A Sales $ $ 742,500 $ 841,500 $ 940,500 $1,039,500 $ 3,564,000 Product B Sales $ $ 412,500 $ 453,750 $ 495,000 $ 536,250 $ 1,897,500 Total Sales $ $1,155,000 $1,295,250 $1,435,500 $1,575,750 $ 5,461,500 Product A Pipeline # 150 170 190 210 Product B Pipeline # 25 28 30 33 Total Pipeline # 175 198 220 243 Product A Pipeline $ $2,250,000 $2,550,000 $2,850,000 $3,150,000 Product B Pipeline $ $1,250,000 $1,375,000 $1,500,000 $1,625,000 Total Pipeline $ $3,500,000 $3,925,000 $4,350,000 $4,775,000 Product A Leads 1500 1700 1900 2100 Product B Leads 250 275 300 325 Total Leads 1750 1975 2200 2425 8350 Product A Lead Budget $ 22,500 $ 25,500 $ 28,500 $ 31,500 Product B Lead Budget $ 8,750 $ 9,625 $ 10,500 $ 11,375 Total Lead Budget $ 31,250 $ 35,125 $ 39,000 $ 42,875 $ 148,250
- 12. Heinz Marketing, Inc People & problems, not products
- 13. Heinz Marketing, Inc 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?
- 14. Heinz Marketing, Inc What do your customers care about?
- 15. Heinz Marketing, Inc The buyer progression SolutionProblem/ Pain Objective/ Outcome
- 16. Heinz Marketing, Inc 16 Prospect Engagement Funnel Active Sales Cycle Channels: CRM, 1:1 Goal: Sell New Customer Drip Marketing Channels: Email Newsletters, CRM System Goal: Drive Active Prospects Network / Open Community Channels: Twitter, Facebook, Blog, LinkedIn Goal: Drive Registration Network-exclusive access to content Value-added special offers Discovery events White papers, top ten tips, etc. Testimonials, Success Stories Profile-Specific Messages New product/service offers Referral & Tell-a-Friend Offers Network / Community Invites New Opportunity Alerts 1:1 with Existing Customer In-Market Events Next Step Accelerator Ideas Customer Targets (based on persona profiles)
- 17. Heinz Marketing, Inc Enumerating needs by role Audience Vertical #1 CEO IT/CIO CFO CMO Audience Vertical #2 CEO Drivers PainPoints ValuePropositions(bullet points) KeyMessages KeyMessagesDrivers PainPoints ValuePropositions(bullet points)
- 18. Five recommendations 1. Know your customer better 2. Audit your content 3. Prioritize early buyer stages 4. Establish key metric baselines & goals 5. Develop systems, processes & habits to execute consistently
- 19. Questions?