The Profitable Firm
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Transcript of The Profitable Firm
4 STEPS TO A CONSISTENT
PROFITABLE PIPELINE
WHAT TO EXPECT
PRACTICAL, ACTIONABLE IDEAS
THAT YOU CAN IMPLEMENT IN
YOUR COMPANY TODAY, TO
INCREASE THE VOLUME OF
RECURRING NEW AND
REFERRED BUSINESS.
WHAT TO EXPECT
AMANDA C. WATTS & MATT HODKINSON
4 KEY CHALLENGES
IN THE IT & ACCOUNTING INDUSTRIES
CHALLENGE #1… ATTRACT
ATTRACT - PERSONA
ATTRACT - PERSONA
ATTRACT - POSITIONING
ATTRACT - POSITIONING
ATTRACT - PROMOTION
ATTRACT: WHO ARE YOUR BUYERS
GOING TO FOR INFORMATION?
ATTRACT: ARE YOU GOOGLE-ABLE?
ATTRACT: THE LOGIC
QUALITY TRUMPS QUANTITY,
WHEN IT COMES TO SITE VISITS
CHALLENGE #2… CONVERT
CONVERT: FILTER
VS
CONVERT: FILTER
VS
CONVERT: EDUCATE
CONVERT: ENGAGE
CASE STUDY: MARCIN
CONVERT: CALL TO ACTION
CHALLENGE #3… CLOSE
CLOSE: NURTURE
CLOSE: AUDITION
CLOSE: PITCH
CASE STUDY: PAPIRFLY
DO YOU KNOW YOUR “TOLERABLE CPA”?
CHALLENGE #4… DELIGHT
DELIGHT: COMMUNITY
DELIGHT: EXPERIENCE
DELIGHT: EVANGELISE
STILL THINK YOU ARE DOING ENOUGH?
• 44% of people give up after one follow up
• 80% of people require at least 5 follow ups to take action
• 44% of people have an 80% chance they will not get the business
• A nurtured lead makes a 47% larger purchase than non-nurtured lead
• Businesses that use marketing automation to nurture prospects experience a 451% increase in
qualified leads
• 91% of customers say they’d give referrals, only 11% of salespeople ask for them
• 82% of buyers viewed at least 5 pieces of content from the winning vendor
• 57% of the buyers journey is completed before the buyer talks to sales
• 68% of consumers feel more positive about a brand after consuming content from it
ASK FOR REFERRALS
START AT THE BOTTOM AND
WORK YOUR WAY UP
KEY TAKEAWAYS
1. KNOW YOUR BEST CUSTOMERS
2. HOW DISCOVERABLE ARE YOU?
3. KNOW YOUR TOLERABLE CPA
WHAT’S NEXT?