Post on 01-Jul-2015
description
Sales Automation Engineering
that actually makes sense
Here’s what the typical sales process looks like:
1.Lead generation2.Nurture cycle3.Conversion4.Delivery & Followup
Here’s what people usually do instead:
1.Lead generation Blitz valuable prospects
2.Nurture cycle [Nothing]3.Conversion Take the money, think less
and less about the relationship as time goes on
4.Delivery & Followup Delivery (no followup)
No wonder leads get dropped.
and no wonder people think this
stuff is complicated!
1.A defined sales process2.Metrics Installed3.Traffic
To automate your sales, you need to
have:
You can’t automate a non-process
Rule #1:
Non-process: A collection of actions or decisions that change based on circumstances or parties involved
1.Unscalable2.Non-transferable3.Non-optimizable
A non-process is:
You can’t optimize a process without data
Rule #2:
Measuring your conversions and other metrics at each step of your sales cycle will allow you to improve it going forward.
Every process has steps. Each step has a conversion point.
Measuring your conversions and other metrics at each step of your sales cycle will allow you to improve it going forward.
Without this data, you’ll be blind in making changes to your cycle and unable to determine whether they’ve worked after you make them.
Every process has steps. Each step has a conversion point.
Impression MetricsEngagement Metrics
there are 2 main metrics to optimize:
let’s look at an example
A local contractor’s website
There are 3 entry steps to this contractor’s sales cycle. It begins on his website...
Enter email & phone into
website
Send confirmation & enter into nurture
sequence
Reach out over the phone to schedule a
consultation
Impression Metrics
This is data that tells you who is SEEING your outreach.This data is collected at the beginning of each step.
Enter email & phone into
website
Send confirmation & enter into nurture
sequence
Reach out over the phone to schedule a
consultation
TrafficTime on siteBounce rate
Open rateClick-through rate Rate of getting them on the
phone
Engagement Metrics
This is data that tells you who is ENGAGING with your outreach.This data is collected at the end of each step.
Enter email & phone into
website
Send confirmation & enter into nurture
sequence
Reach out over the phone to schedule a
consultation
Email delivery rateRate @ which they call YOURate @ which YOU call them Win rate
Here’s what we’re collecting now...
Enter email & phone into
website
Send confirmation & enter into nurture
sequence
Reach out over the phone to schedule a
consultation
Email delivery rateRate @ which they call YOURate @ which YOU call them Win rate
TrafficTime on siteBounce rate
Open rateClick-through rate Rate of getting them on the
phone (outbound)
look complicated?
here’s how it’s simplified...
All of this stuff is automatically collected.
Enter email & phone into
website
Send confirmation & enter into nurture
sequence
Reach out over the phone to schedule a
consultation
Email delivery rateRate @ which they call YOURate @ which YOU call them Win rate
TrafficTime on siteBounce rate
Open rateClick-through rate Rate of getting them on the
phone (outbound)
All of this stuff is automatically collected.
Enter email & phone into
website
Traffic: 50 visits/dayTime on site: 2m07s Bounce rate: 60%
Send confirmation & enter into
nurture sequence
50% open rate12% CTR
Reach out over the phone to schedule
a consultation
57% reached on phone
97% email deliverability 5% inbound / 90% outbound30% win rate
so what’s used to collect & analyze it
all?
short answer:
:)
not you.
Email automationSales/CRM
the software
Here are the tools I recommend:
Email automation● Mailchimp (recommended)● AWeber● Constant Contact● Infusionsoft● Ontraport
Here are the tools I recommend:
Sales & CRM● Insightly● Pipedrive● Salesforce● Infusionsoft● Ontraport
When combined, these 2 types of tools will be able to provide all of these:1.Lead generation (Email & Sales/CRM)2.Nurture cycle (Email)3.Conversion (Sales/CRM)4.Delivery & Followup (Email &
Sales/CRM)
popular combinations...
$17 per monthEmail opt-in & automation
Sales tracking
Mailchimp + Insightly
$59 per monthMore advanced autoresponders
More advanced sales pipeline tracking
AW ProTools + Pipedrive
All-in-oneMore flexible & integrated
More expensive ($200+ per month)
(at least when you’re just getting started)
my recommendation...
$17 per monthEmail opt-in & automation
Sales tracking
Mailchimp + Insightly
Mailchimp & Insightly
Mailchimp’s automation platform has substantially improved and will provide you with the functionality you need.
Mailchimp & Insightly
Mailchimp’s automation platform has substantially improved and will provide you with the functionality you need.
Insightly will give you all of the CRM functionality you’re looking for, at least when getting started.
Mailchimp & Insightly
Mailchimp’s automation platform has substantially improved and will provide you with the functionality you need.
Insightly will give you all of the CRM functionality you’re looking for, at least when getting started.
Only after you’ve gotten comfortable with their functionality should you opt for an all-in-one solution.
Once you have them set up...
1. Lay out your sales cycle2. Identify your impression & engagement metrics3. Write a (minimum) 4-part autoresponder series
for email opt-ins4. Integrate your email & sales/CRM system into
your website opt-in form5. Install Google Analytics on your site to measure
traffic, etc.6. Drive traffic to your site with ads & content
marketing
most people do the following:
most people do the following:
1. Lay out your sales cycle2. Identify your impression & engagement metrics3. Write a (minimum) 4-part autoresponder series
for email opt-ins4. Integrate your email & sales/CRM system into
your website opt-in form5. Install Google Analytics on your site to measure
traffic, etc.6. Drive traffic to your site with ads & content
marketing
Skip this
most people do the following:
1. Lay out your sales cycle2. Identify your impression & engagement metrics3. Write a (minimum) 4-part autoresponder series
for email opt-ins4. Integrate your email & sales/CRM system into
your website opt-in form5. Install Google Analytics on your site to measure
traffic, etc.6. Drive traffic to your site with ads & content
marketing
Skip this
so they can’t do this
most people do the following:
1. Lay out your sales cycle2. Identify your impression & engagement metrics3. Write a (minimum) 4-part autoresponder series
for email opt-ins4. Integrate your email & sales/CRM system into
your website opt-in form5. Install Google Analytics on your site to measure
traffic, etc.6. Drive traffic to your site with ads & content
marketing
Skip this
so they can’t do this
Assume this is too complicated
most people do the following:
1. Lay out your sales cycle2. Identify your impression & engagement metrics3. Write a (minimum) 4-part autoresponder series
for email opt-ins4. Integrate your email & sales/CRM system into
your website opt-in form5. Install Google Analytics on your site to measure
traffic, etc.6. Drive traffic to your site with ads & content
marketing
Skip this
so they can’t do this
Assume this is too complicated
Assume this is too complicated
most people do the following:
1. Lay out your sales cycle2. Identify your impression & engagement metrics3. Write a (minimum) 4-part autoresponder series
for email opt-ins4. Integrate your email & sales/CRM system into
your website opt-in form5. Install Google Analytics on your site to measure
traffic, etc.6. Drive traffic to your site with ads & content
marketing
Skip this
so they can’t do this
Assume this is too complicated
Assume this is too complicated
Install, never check it
most people do the following:
1. Lay out your sales cycle2. Identify your impression & engagement metrics3. Write a (minimum) 4-part autoresponder series
for email opt-ins4. Integrate your email & sales/CRM system into
your website opt-in form5. Install Google Analytics on your site to measure
traffic, etc.6. Drive traffic to your site with ads & content
marketing
Skip this
so they can’t do this
Assume this is too complicated
Assume this is too complicated
Install, never check it
They do lots of this!
most people do the following:
1. Lay out your sales cycle2. Identify your impression & engagement metrics3. Write a (minimum) 4-part autoresponder series
for email opt-ins4. Integrate your email & sales/CRM system into
your website opt-in form5. Install Google Analytics on your site to measure
traffic, etc.6. Drive traffic to your site with ads & content
marketing
Skip this
so they can’t do this
Assume this is too complicated
Assume this is too complicated
Install, never check it
They do lots of this! Not so much
Let’s take a look at this again...
1.Lead generation2.Nurture cycle3.Conversion4.Delivery & Followup
Let’s take a look at this again...
1.Lead generation2.Nurture cycle3.Conversion4.Delivery & Followup
All of this has to be planned BEFORE the lead generation step. Think AHEAD of where your prospect is going to be and PREPARE their experience before they get there.
Sales Automation Engineering
that actually makes sense
www.danjrussell.com
want to chat about your business?