ImprovingTopLineGrowth
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The document discusses next generation strategies for improving top-line growth. It recommends defining unique value for target customers, executing and measuring lead generation and nurturing programs, and ensuring supply chain and workforce sustainability. The final section encourages defining value, measuring marketing activities, and planning for strong growth in the coming year.
ImprovingTopLineGrowth
- 1. Next Generation Strategies to Improve Top-Line Growth October 30, 2012 x Copyright © Next Step. All Rights Reserved. www.nextstepgrowth.com
- 2. Today’s World Copyright © Next Step. All Rights Reserved. 2 www.nextstepgrowth.com
- 3. Why Do People Buy? Copyright © Next Step. All Rights Reserved. 3 www.nextstepgrowth.com
- 4. Question of Value Value to the customer delivered through: • Financial Value (makes money, ROI) • Operational Value (improves process) • People Value (increases productivity) • Contextual Value (makes decision maker happy) “The perceived worth of benefits received by the customer, in exchange for the total cost of an offering.” Copyright © Next Step. All Rights Reserved. 4 www.nextstepgrowth.com
- 5. Understand Your Target Market • Target customers’ needs, interests, desires, motivators • What are their alternatives? • How do they make choices? • Where and how do they look for recommendations? • What do they truly value? Copyright © Next Step. All Rights Reserved. 5 www.nextstepgrowth.com
- 6. Defining your value Your combined solution uniquely solves customer issues and provides value Customer Your Unique Solution Issue Value Competition Copyright © Next Step. All Rights Reserved. 6 www.nextstepgrowth.com
- 7. Marketing Outreach Social Media Web Associations Email Campaigns Customers Articles Case Studies Prospects Assets Brand Direct Mail Collateral Testimonials Partners Events PR Copyright © Next Step. All Rights Reserved. 7 www.nextstepgrowth.com
- 8. Lead Generation Funnel Lead Nurturing Process Problem identification Branding, PR, advertising Inquiry Solution exploration (Suspect) Solution exploration Website, SEO, direct mail Solution selection Solution selection Lead Events, seminars, trade shows, webinars (Prospect) Inbound telephone/email/web inquiries Vendor selection Sales-Ready Lead Lead nurturing opt-in email Sales Process Engage Qualified Prospect Sales calls, meetings Customer Follow-up/close Copyright © Next Step. All Rights Reserved. 8 www.nextstepgrowth.com
- 9. Measuring Lead Generation Activity Measurement Events (Actual / virtual) Response to follow up Email communications Open rates, click through rates, replies Telemarketing Lead or meeting quality Direct Mail Meetings scheduled Website / SEO Qualified inquires Social Media Awareness, qualified inquires Source: Marketing Sherpa and Aberdeen Research Copyright © Next Step. All Rights Reserved. 9 www.nextstepgrowth.com
- 10. Are they Ready or Old? Copyright © Next Step. All Rights Reserved. 10 www.nextstepgrowth.com
- 11. Movements of Leads from Marketing to Sales Lead is Lead is attracted nurtured Lead is and until it is Sales closes delivered Acquired sales-ready the sale to Sales ------------------------ ----------------------- SEO Marketing Email Campaign Telemarketing Event Telesales Referral Inside Sales Copyright © Next Step. All Rights Reserved. 11 www.nextstepgrowth.com
- 12. Sample Lead Nurturing Track Initial Introductory telephone call Contact Follow-up email message with link to online demo Touchpoint 1 Email message with third-party article about relevant subject Invitation to webinar or seminar Touchpoint 2 Follow-up telephone call Touchpoint 3 Email message with link to relevant white paper Email with link to relevant podcast or webcast Touchpoint 4 Follow-up telephone call Touchpoint 5 Email message with third-party article about relevant subject Touchpoint 6 Invitation to trade show or workshop Copyright © Next Step. All Rights Reserved. 12 www.nextstepgrowth.com
- 13. Next Step Delivers Results Sales Effectiveness Employee Productivity “Thanks to Next Step we now have the right team, sales process and marketing resources in place for peak performance despite the current economic conditions.” Amir Zoufonoun CEO Exalt Communications Copyright © Next Step. All Rights Reserved. 13 www.nextstepgrowth.com
- 14. What You Can Do Now 1. Define unique value for your ideal target market 2. Execute and measure lead gen and nurturing 3. Ensure supply chain and workforce sustainability 4. Build innovation into all activities 5. Plan for strong top and bottom line growth in ‘13 Copyright © Next Step. All Rights Reserved. 14 www.nextstepgrowth.com
- 15. Questions? Copyright © Next Step. All Rights Reserved. 15 www.nextstepgrowth.com
- 16. Next Generation Strategies to Improve Top-Line Growth Willam J. Browne Jennifer Vessels Manex Consulting Next Step 1.925.807.5103 1.650.361.1902 wbrowne@manexconsulting.com jvessels@nextstepgrowth.com www.manexconsulting.com www.nextstepgrowth.com x Copyright © Next Step. All Rights Reserved. www.nextstepgrowth.com
Editor's Notes
- #8: 1) brand circle, 2) Assets, Articles etc circle, 3) Associations etc circle, 4) Dark green out circle