merging funnels
Post on 21-Oct-2014
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DESCRIPTION
Together with Sage partner, Collier Pickard, Sage presented on the subject of “Merging Funnels” - how paradigm shifts in on-line research and social collaboration are moving strategic CRM thinking from “push marketing” to managing the “pull” demands of future buyers.TRANSCRIPT
Sage - Global Vendor, Local Strategy
Sage is a leading supplier of business management software and services to over 6 m customers worldwide.
From small start-ups to larger organisations, we make it easier for companies to manage their business processes
3rd business management software vendor (Total ERP Software Revenue Market Share by Vendor, 2008 (Source: Gartner June 2009)
Global£1.439Bn revenue - FY09
6 m customers world-wide
13,100 employees in 26 countries27,000 resellers, 40,000 accountants
Experience is the thing you acquire shortly after the time you first needed it!
Our marketing• Web site• AdWords• Brochures• Newsletter• Trade shows• Press releases• Comparison site
Step into Inbound• Research keywords• Educational content• Re-design web pages• Nurturing campaigns• Calls-to-action• Start blogging• Social media• Start listening
The marketing funnel• Get found • Engage • Nurture • Convert ?
… not as simple as we thought! x
The sales funnelExample:• Lead score = 99/100• Qualified sales opportunity• Pass to sales funnel -but-• Lead discarded by sales
… wrong geography
The ideal customer• Traditional profile• Geography• Industry sector• Spend pattern
• Recency• Frequency
• Longevity
This doesn’t inform inbound marketing
The ideal customer• New buyer profile• Research places• News & RSS feeds• Social presence• Depth of profiling• Special interest groups• View or contribute?
This genuinely informs inbound marketing
Analyse & optimise• Buyer profile
Extended for inbound marketing informs social media activity informs keywords & content informs educational process inspires confidence improves SEO
One funnel• Drop the demarcation• Improve CRM profiling• Develop relevant social presence
Improve attraction & engagementInspire confidence
• Pass warm leads to sales• Improve close metrics
One funnel• Add inbound marketing
Improve lead quality Reduce marketing costs
• Driven by analytical CRM• And continually optimised
Collier Pickard outcome• Early adopter• Identify what works
… and what doesn’t• Publish guidance• Improve effectiveness-and-• Embed inbound marketing into CRM culture
What works What doesn’t
