transform your marketing: a case study
DESCRIPTION
Reed Overfelt, CEO of FullQuota, presents.TRANSCRIPT
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Reed Overfelt, CEO – FullQuota
IT’S TIME TO
YOUR MARKETING. TRANSFORM
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Meet
Jennifer Grimes
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Jennifer is an Industry
Marketing Manager at
Avanade with
responsibility for the
company's North
America Microsoft
Dynamics ERP go-to-
markets and Health
CRM marketing.
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Like most large Microsoft Partners, Avanade needs
to GENERATE AWARENESS and DRIVE TRAFFIC to
its ERP and CRM websites. More importantly, they
need to CONVERT that traffic into sales-ready leads.
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Jennifer has historically
relied on traditional partner
marketing tactics like trade
shows, webcasts, direct
mail and email to reach her
objectives.
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But that was before Jennifer realized
how effective her efforts would be if she
focused less on getting in front of
prospects and more on getting
found online and driving
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So Jennifer decided to
transform her marketing to
focus more on blogging,
search engine optimization
and social media to drive
awareness and traffic, as well
as insides sales to nurture and
qualify sales-ready leads.
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And the Results?
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300%
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80%
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100%
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HOW?
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Have a Plan 1
Become a TOFU Ninja 2
Master Your MOFU 3
Keep SCORE 4
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The Marketing Playbook is
BROKEN.
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Buyers have changed.
Disclaimer: Use of social media company icons is for instructional purposes only and in no
way implies an association or partnership with any of the individual companies, or approval,
sponsorship, or endorsement by any of the individual companies.
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Today’s approach:
“GET IN THEIR FACE” when they’re not looking. Tomorrow’s approach:
“GET FOUND” when they are looking.
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SOURCE: COMSCORE, AUGUST 2010
17 billion
searches are conducted every month.
12b 2.75b 2.25b
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46% of daily searches are for
info on products or services.
46%
Products
and Services
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This is your new business card.
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70% of the links search users
click on are
25% PAID
70% ORGANIC
organic – not paid.
“Which search result link
did you click on first?”
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of all organic clicks go
to the
organic search results.
top three
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First Page
…and
done!
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If Google can’t find your products and
services, neither will your target buyer.
Bottom Line:
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Have a Plan
1
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Concerns - Hate being sold to
- Find it offensive to give
name and email
- Don’t want to get spam
sales emails
- Don’t have time to teach
a sales person about their
business problems
Get inside your customer ’s head
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Concerns
Understand what motivates them
- Want to solve my problem
- Education
- Data/information reports
- Recommendation from a peer
- Meeting other people like me
that have insights to share
Motivations
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Concerns
Create a solution that entices them and addresses their concerns
- Tell them – in simple terms – what
you offer and how it addresses
their business problem.
- Provide customer testimonials,
address vendor risk.
- Offer free “fit” assessments, address
product viability and fit concerns.
- Provide demos and paid trials to
prove value.
Entice & Address
Concerns
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Become a TOFU
Ninja
2
(Top of the Funnel)
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Your customer ’s purchase in stages
Consideration
CLOSED
DEAL
Awareness
Purchase
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An organizational model for your sales funnel stages
Middle of the Funnel
CLOSED
DEAL
Top of the Funnel
Bottom of the Funnel
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What is the top of the funnel?
SALES
PROSPECT
GET
FOUND
GENERATE
AWARENESS
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HOW?
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TOFU in a nutshell
1. Creating
content
2. Optimizing
content 3. Promoting
Content
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• Daily executive article
summaries (blog)
• Weekly executive
newsletter
• Monthly e-books,
reports and white
papers
• Quarterly webinars
1 Create Content
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Make stuff people want…
Start creating & publishing content that is
that is meaningful and relevant to your
target buyer:
• Top-notch blog articles
•New market data
• Industry research, reports, & studies
• Educational content
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Be generous.
• The more we give,
the more we’ll get.
• Increase # of
pages
and inbound links.
• Build trust,
credibility
and good will.
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Be consistent.
Daily executive article
summaries
(blog)
Weekly executive newsletter
Monthly e-books, reports and
white papers
Quarterly webinars
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2 Optimize
vs. “Retail Trends”
“6 RETAIL TRENDS you MUST
understand & embrace.”
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Google is Judge, Jury & Executioner
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Understand what motivates Google (as well as bing and Yahoo)
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Help Google decide.
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f(n) = Authority + Relevance
Ranking Algorithm
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f(n) Authority
Relevance
The process of optimizing
your website and your
content around your target
keywords
= On-Page SEO
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Page title URL
Headings and text
Meta description
On-Page SEO Basics
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f(n) Relevance
Authority
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Off-Page SEO Basics
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Creating
meaningful and
relevant content is
the best way to
improve the
authority of your
website and content.
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WHY?
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Authority is Determined by Inbound Links
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Create content worth linking to!
How do you get more links?
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3 Promote
Disclaimer: Use of social media company icons is for
instructional purposes only and in no way implies an
association or partnership with any of the individual
companies, or approval, sponsorship, or endorsement
by any of the individual companies.
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Pick the right channels.
?
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Participate in
channels with
about your
target buyers
and their
passions.
awesome content
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2 2 53 3
share tweet email +1
Make it easy to share BLOGS │ EBOOKS │ WEBINARS │ DEMOS │ NEWSLETTERS │ EVERYTHING!
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Master Your MOFU
3
(Middle of the Funnel)
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What is the middle of the funnel?
SALES OPPORTUNITY
QUALIFY
NURTURE
CONVERT
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TOFU is just dessert
“ ”
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MOFU is where the
beef is
“ ”
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MOFU in a nutshell
1. Convert traffic
into prospects
2. Nurture
prospects into
leads 3. Qualify leads
into sales
opportunities
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Converting is all about helping potential prospects take action.
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Give great directions.
Create: • Relevant websites & landing pages
• Clear calls to action
• Compelling offers
?
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Create clear, relevant websites
Example: Avanade ERP for Construction
Micro Website
Where’s the proof?
Who is it for?
What is it?
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Clear calls-to-action
How do I get it?
How do I get it?
Example: Avanade ERP for Construction
Micro Website
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Compelling offers…
What is it?
What do I get?
What do I need to do?
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Nurturing is all about guiding prospects from general awareness to actively considering your products and services.
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the keys to nurturing prospects into leads
Creating, optimizing, and promoting exceptional and unique content are
also
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Remember! Your buyer has changed.
Disclaimer: Use of social media company icons is for instructional purposes only and in no
way implies an association or partnership with any of the individual companies, or approval,
sponsorship, or endorsement by any of the individual companies.
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thinking like a
marketer or
advertiser…
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…START thinking
like a
publisher and
socializer.
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…Focus
your
buyers
business
problems.
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With ZERO selling
Give them Valuable and Relevant Content…
Education
Information
Knowledge
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Qualifying is all about contacting, scoring and converting leads into sales ready opportunities – or not!
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Up to 75% of marketing gets lost in
the middle-of-the funnel.
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WHY?
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Most leads
should never be passed over
to sales.
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< 25% of Leads Are Sales Ready
s
✗ n
are
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Marketing says:
“That is crazy! We
give you tons of leads.
You just don’t follow
up on them properly!”
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Sales calls a few
unqualified leads and
finds they are a waste of
time – then they stop
calling the rest of the
leads.
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Inside sales teams are uniquely effective at contacting leads and qualifying them into sales opportunities.
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It takes between 3 and 8 touches – including phone calls and emails – to contact a prospect.
@ @ @
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Inside Sales reps spend
over 71% of their time
interacting with
customers (vs. <41% for field sales reps)
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Inside Sales reps conduct 8 customer interactions
for every field rep’s 1 interaction.
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So, if you want…
Insanely Happy
Sales People
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Keep SCORE
4
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Measure "If you cannot measure it,
You cannot improve it."
- Lord Kelvin
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Visitors
Campaigns to
drive traffic
Lead
Closed deals
Conversion %
Conversion %
Overall conversion %
(By lead source)
The key metrics
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Have a Plan 1
Become a TOFU Ninja 2
Master your MOFU 3
Keep SCORE 4
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If you don’t like change,
You’re going to like irrelevancy even less.” - GENERAL ERIC SHINSEKII, 2003
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• Slide 5 – 11, 14 – 15, 18, 21, 25 – 27, 37, 40, 47, 49, 52 – 53, 61 – 62, 66 – 67, 70 – 71, 73, 75 – 76:
• Image source - Purchased from iStockphoto (http://www.istockphoto.com/license)
• Slide 17: via flickr: http://www.flickr.com/photos/st3f4n/ by Stéfan
• Slide 19: via flickr: http://www.flickr.com/photos/epsos/4962823635/sizes/l/in/photostream/ by epSos.de
• Slide 35: via flickr: http://www.flickr.com/photos/jliba/4389220460/sizes/l/ by Josh Liba
• Slide 36: via flickr: http://www.flickr.com/photos/brandoncwarren/4164759025/sizes/l/in/faves-
bonafidemarketinggenius/ by Brandon Christopher Warren
• Slide 55: via flickr: http://www.flickr.com/photos/st3f4n/ by Stéfan
• Slide 63: via flickr: http://www.flickr.com/photos/haizi-hyg/3640001725/in/set-72157619950169446/ by hyg-27
• Slide 65: via flickr: http://www.flickr.com/photos/ccacnorthlib/5839729061/in/photostream by CCAC North Library
• Slides 18, 20, 39: Hubspot.com
• Slides 51 & 53: Guidelines for Use of the following trademarks or logos:
• Twitter: https://support.twitter.com/entries/77641
• LinkedIn: https://developer.linkedin.com/documents/branding-guidelines
• Facebook: http://www.facebook.com/brandpermissions/logos.php
• YouTube: http://www.youtube.com/t/press_room_image_files
• Reddit : http://www.reddit.com/r/redditlogos
• Slide 60 Image source - http://en.wikipedia.org/wiki/File:Lord_Kelvin_photograph.jpg
• Slide 69: http://www.free-desktop-backgrounds.net/Miscellaneous-pictures/Signs-wallpaper-images/Stop-sign.html
• Slide 78: http://en.wikipedia.org/wiki/File:Lord_Kelvin_photograph.jpg
Image Sources