THE ULTIMATE SALES FUNNELHOW TO BUILD THE MACHINE

AN COMPANY

PRESENTED BY RIC RIDDLE, VP DEMAND GENERATION

Marketing- Build list

- Promote awareness

- Identify

- Investigate

- Cold call

- Follow up

- Qualify

- Develop solution

- Present solution

- Close

5

3how it used to be

2

4

1

6

1

2

6

3

4

5

of the Buyer’s journey is complete before

a salesperson is contacted170%2743%

average number of “touches” before a

prospect becomes a client2

number of B2B sales cycles lengthened

over the past three years3

The New Normal

• Can source information when, how and where they want

• Prefer to conduct own research on own terms

• Value third party reviews over vendor claims

• More individuals are involved in purchasing decision

• Often reach solution conclusion before engaging sales

• Perception of vendors is regularly forged online

Sales in control Buyers and Influencers in control

Marketing push Buyer pull – anytime, anywhere

One to many Multiple one to one conversations

Find and interrupt Educated buyers find you

Manage relationshipsSolve problems

Ideal Client Profile

― Buyer persona by role, not just title

― Consider at least 3 buyer personas

Build a database

― Cleanse often

Scrub out duplicates, invalids, unsubscribes, “hard” bounces

― Allow for database decay

Consistently add new data records to the top of the funnel*Source: MarketingSherpa

B2B data decays

at a rate of

2.1% per month*

1 2Influencer Decision Maker

Companies win

when they treat the attention

of their prospects as an asset,

not as a resource to be strip-mined

and then abandoned.Seth Godin, Permission Marketing

• Better targeting of prospects and customers

• Customize content to buying stage

• Align marketing with sales

• Nurture prospects until ready to buy

• Alert sales of prospect buying signal

• Automate tasks so Marketing can focus on strategy

Focus on

winnable leads first

*Source: Pardot

Now which way

do we go?

This way is a

very nice way.

• Personally engage and guide prospects

• Qualify prospects before involving sales

• Enable sales with prospect intelligence

• Allow marketing to optimize based on real data

• Shared metrics for improved sales cycle velocity

• Better ROI – Sales closes deals; BDRs nurture leads

No matter what you do,

do not pass leads directly

to the sales team.Craig Rosenberg, The Funnelholic

Touch 1

Touch 3

Touch 2

Touch 4

Touch 5

Touch 6

Touch 7

Touch 8

Touch 9

Touch 10

Touch 11

Customer

50% of salespeople have given up

65% of salespeople have given up

79% of salespeople have given up

89% of salespeople have given up

You are becoming a factor in your prospect’s mind

By nurturing, your prospect is getting to know you

You are probably the only person to

make 8 contacts with this prospect

You are earning top of mind awareness

When this prospect is ready to buy, you

have a 90% chance of being called

Source: Microsoft

Prospect

• Much more than integrated campaigns

• Once engaged, keep the dialogue growing

• Build a fabric of multiple platforms

• Repurpose content across many media

• Empower employees as ambassadors

• Establish a Service Level Agreement with Sales

• Map key metrics to your revenue strategy

• Keep up with the Jones’

• Optimize effectiveness of appropriate spend

• Clearly demonstrate value to executives

3 out of 4 CEOs want Marketing

to become 100% ROI focused.*74%

1. Develop an audience of ideal Buyers

2. Invest in marketing automation

3. Establish a lead qualification group

4. Synchronize marketing efforts

5. Track, manage and measure often

Okay, so who

has a question?

SalesStaff.com

888.591.8022

info.salesstaff.com

@SalesStaffLeads

SalesStaff, LLC

SalesStaff LLC

Ric RiddleVice President, Demand Generation

832.539.2127

Ric.Riddle@salesstaff.com

: linkedin.com/in/ric.riddle