How to Engage, Nurture and Close More Prospects with Full-Funnel Marketing

Matt Heinz

President, Heinz Marketing@heinzmarketingmatt@heinzmarketing.com

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 (matt@heinzmarketing.com) noting what you want

Profit Center Marketing

Or keep doing the alternative:

Sales & marketing = the same objective

Five keys to full-funnel marketing

Do the math (quantify what success looks like)1

Create a clear customer profile2

Map the sales and buying process3

Embrace revenue responsibility4

How will you measure it?5

Calculating what you needAssumptions

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 4

Jennifer 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 8

John 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 80 160 240 160 320

Jennifer Leads 80 160 160 160 160 160John Leads 80 80 80 80 160 80Total Leads 240 320 400 480 480 560

Enumerating needs by role

Audience Drivers Pain Points Value Propositions (bullet points) Key Messages

Vertical #1

CEO

IT/CIO

CFO

CMO

Audience Drivers Pain Points Value Propositions (bullet points) Key Messages

Vertical #2

CEO

One slide to rule them all

Only two sales stages matter

Only two sales stages matter

The buyer’s journey

Loosening of the status quo

Committing to change

Exploring possible solutions

Committing to a solution

Justifying the decision

Making the selection

BUYER’S JOURNEY

DISCOVERY CONSIDERATION DECISION

Leads & OpportunitiesStage Definition Sales Next Step(s) Marketing Next Step(s)

Lead

s

Open/Not AttemptedNew lead, has not been attempted or contacted by sales Begin follow-up to get on the phone live to qualify as

opportunityProvide 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

NurtureProspect 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

UnresponsiveHaven'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

Op

po

rtu

nit

ies

QualifiedProspect 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 & DemoDemo 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 LostOpportunity 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

A direct line to revenue growth

80%

68%

56%

44%36%

0%

20%

40%

60%

80%

100%

Highly Moderately minimally ineffective None

5 ACHIEVING Revenue Goals by Degree of Integration Between Key Sales & Marketing Systems

Marketing plan in 5 questionsWhat/who are your targets? Direct & indirect users, influencers

Address entire buyer ecosystem

1

What do they care about? What outcome are they seeking?2

Where do you find them?3

What or who influences them?4

How do they want to engage and (eventually) buy?5

The buyer progression

SolutionProblem/

Pain

Objective/

Outcome

How to develop a “strategic plan”

Creating Traction

Competing against your future self

Questions your CEO should be askingShow me your model1

What problem are you solving and for whom?2

Who is your target customer and why?3

What is your sales process?4

Who is selling for you and how are you measuring & managing them?5

How are you going to generate leads?6

How are you going to decrease acquisition costs over time?7

Housekeeping Copy of this deck

Offers for you Modern Marketer’s Field Guide

Full Funnel Marketing the BOOK

Matt’s award-winning* smokedbacon recipe

Send me an email (matt@heinzmarketing.com)noting what you want

Thank you!Matt Heinz

President, Heinz Marketing

@heinzmarketing

matt@heinzmarketing.com