Full Funnel Marketing – Integrating Sales & Marketing to Increase Results & Success

Full Funnel Marketing 101

Matt HeinzPresident, Heinz Marketing Inc

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 ([email protected]) or bring me a business card noting what you want

mailto:[email protected]

I am serious about bacon

#MKTGNATION

Five keys to full-funnel marketing1.Do the math (quantify what success looks like)

2.Create a clear customer profile3.Map the sales and buying process4.Embrace revenue responsibility5.How will you measure it?

#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-16Meaghan Sales # 1 1 2 3 2 4Jennifer Sales # 1 2 2 2 2 2John Sales # 1 1 1 1 2 1Total 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 16Jennifer Pipeline # 4 8 8 8 8 8John Pipeline # 4 4 4 4 8 4Total 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 320Jennifer Leads 80 160 160 160 160 160John Leads 80 80 80 80 160 80Total Leads 240 320 400 480 480 560

#MKTGNATION

Enumerating needs by role

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One slide to rule them all

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Defining & developing trustTrust =

(relationships + content)X

reputation

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Only two sales stages matter

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The buyer’s journey

Leads & Opportunities

Stage Definition Sales Next Step(s) Marketing Next Step(s)

Leads

Open/Not AttemptedNew 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 ContactSales 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

ProposalFormal proposal is in process or has been delivered outlining terms, services, fees

Get verbal commitment to buy pending finalization of terms

no action

NegotiationProspect 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

Closed Lost

Opportunity has stalled indefinitely or is dead 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

#MKTGNATION

A direct line to revenue growth

#MKTGNATION

People & problems, not products

#MKTGNATION

Marketing plan in 5 questions1. 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?

#MKTGNATION

What do your customers care about?

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The buyer progression

SolutionProblem/

PainObjective/Outcome

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How to develop a “strategic plan”

Creating Traction

A Culture of Failure

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Competing against your future self

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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?

#MKTGNATION

Inbound vs Outbound vs ABM vs …..

Seven traits of outstanding full-funnel marketing professionals

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1. Revenue Responsibility

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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

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2. Focus

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Attributes of a focused marketer• Daily plan• Evening evaluation & recalibration• Minimized distractions• Effective triage• Distraction management (internally & externally)

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3. Customer Centric

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This doesn’t write checks!

4. Personal accountability

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Accountability means…• Transparency• Constructive criticism & improvement• Macro & micro calibrations• Proactive adjustments• Daily discipline

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5. Technology competence

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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?

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Key #1: Start with the problem & outcome

Is the tail wagging the dog?

Key #2: Align to Impact & ROI

Key #3:Establish requirements up front

Key #4: Work with IT

Key #5: Integrate with existing systems & processes

Key #6: Practice the OODA Loop

BONUS #7: Quarterly Reviews

BONUS #8: Be deliberate

6. Agile mentality

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What is your tolerance for chaos?• Speed and focus amidst change• Quick recalibration & new game plan development• The power of humility

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7. Empathy

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What empathy means…• For your peers• For your sales organization• For other departments• For your customers• What is important to THEM?

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#MKTGNATION

Five recommendations1. Know your customer better2. Focus on building consensus internally3. Prioritize early buyer stages4. Establish key metric baselines & goals5. Develop systems, processes & habits to execute

consistently

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 ([email protected]) or bring me a business card noting what you want

mailto:[email protected]

Thank you! Matt Heinz

President, Heinz Marketing@[email protected]

Thank You!

Full Funnel Marketing – Integrating Sales & Marketing to Increase Results & Success

Business

Transcript of Full Funnel Marketing – Integrating Sales & Marketing to Increase Results & Success