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Lead Chemistry-- The Formula to Fuel Your Funnel

Date post: 19-Nov-2014
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In this webinar you will learn the secret elements to creating constant, predictable conversion, including discussions on buyer personas, data accuracy and content strategy. View the entire webinar here: http://forms.salesengineintl.com/MTC_Common/mtcURLSrv.aspx?ID=21004&Key=AE716183-E98A-42BC-AC58-E19FA197843A&URLID=24016&mtcPromotion=19241
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#LeadChem Elizabeth is Making a Pretty Cover Slide Our presentation will begin shortly.
Transcript
Page 1: Lead Chemistry-- The Formula to Fuel Your Funnel

#LeadChem

Elizabeth is Making a Pretty Cover Slide

Our presentation will begin shortly.

Page 2: Lead Chemistry-- The Formula to Fuel Your Funnel

• To join the audio portion of this webinar:

Call: +1 (702) 489-0007 Access code: 563-483-439

• Please use the Q&A function of the meeting window (found under “Tools” menu)

• To follow our presentation on social media, please use #LeadChem

#LeadChem

Welcome!

Page 3: Lead Chemistry-- The Formula to Fuel Your Funnel

Stacey S te igerVice President of Marketing and Product Management at Sales Engine

Stacey is responsible for every facet of marketing at Sales Engine, including strategy, demand generation, corporate marketing and product marketing. She has over 12 years of experience in the development of web-based products and is certified in Agile Product Development as well as the Pragmatic Marketing Framework.

Mar ibeth RossVice President of Marketing at NetProspex

Maribeth Ross joins NetProspex with over 15 years of experience as a B2B marketer and industry thought-leader. She has experience developing award winning programs and sales enablement tools in organizations both large and small, and has a keen understanding of leveraging data to drive demand.

Today’s Presenters

Page 4: Lead Chemistry-- The Formula to Fuel Your Funnel

Agenda

• Reveal our six-step scientific method for fueling the marketing funnel

• Share tools to help with your own experiment

• Q&A

#LeadChem

Page 5: Lead Chemistry-- The Formula to Fuel Your Funnel

The Scientific Method

#LeadChem

Page 6: Lead Chemistry-- The Formula to Fuel Your Funnel

Hypothesis

If… we identify our ideal buyer, build a database with those specific contacts, and then create marketing programs tailored to their persona, we can boost conversion rates without increasing spend.

#LeadChem

Page 7: Lead Chemistry-- The Formula to Fuel Your Funnel

Our Method

1. Take a look into the microscope (identify the buyer)

2. Build the periodic table (build your database)

3. Learn the chemical properties (develop the persona)

4. Map the protons, neutrons, and electrons (create persona-specific content)

5. Conduct continuous experiments (perform data and content maintenance)

6. Create a chain reaction (execute)

#LeadChem

Page 8: Lead Chemistry-- The Formula to Fuel Your Funnel

Titles Company Size

GeographyIndustry Verticals

#LeadChem

Step 1: Take a Look Into the Microscope

Page 9: Lead Chemistry-- The Formula to Fuel Your Funnel

Available at bit.ly/funnelcalculator

#LeadChem

Step 2: Build the Periodic Table

Page 10: Lead Chemistry-- The Formula to Fuel Your Funnel

Step 3: Learn the Chemical Properties

#LeadChem

…keeps me up at night.

I have to prove … to my boss.

My biggest challenge is …

Page 11: Lead Chemistry-- The Formula to Fuel Your Funnel

Questions to Define the Buyer’s Journey:What Do They Need and When?

#LeadChem

A Solution to My Problem

Feature ComparisonChecklist

Benchmark Study

Page 12: Lead Chemistry-- The Formula to Fuel Your Funnel

Step 4: Map the Protons, Neutrons and Electrons

#LeadChem

Buying Persona Persona #1 Persona #2 Persona #3

Demographics

Psychographics

High % challenges

Solution considerations

Why you?

Page 13: Lead Chemistry-- The Formula to Fuel Your Funnel

Build Targeted Campaigns Into Editorial Calendar

#LeadChem

Page 14: Lead Chemistry-- The Formula to Fuel Your Funnel

Data Quality• Checklist

Content Relevancy

Message Amplification

#LeadChem

Step 5: Perform Data and Content Maintenance

Page 15: Lead Chemistry-- The Formula to Fuel Your Funnel

Step 6: Create a Chain Reaction

Marketing Automation Is Essential to:• Effective Segmentation• Consistent, repeated delivery (cadence)• Evaluating response

#LeadChem

Page 16: Lead Chemistry-- The Formula to Fuel Your Funnel

Repeat Performance

Repeating your message:

• Nurturing• Retargeting• PPC, Social Media & More

#LeadChem

Page 17: Lead Chemistry-- The Formula to Fuel Your Funnel

In Review:

1. Take a look into the microscope (identify the buyer)

2. Build the periodic table (build your database)

3. Learn the chemical properties (develop the persona)

4. Map the protons, neutrons, and electrons (create persona-specific content)

5. Conduct continuous experiments (perform data and content maintenance)

6. Create a chain reaction (execute)

#LeadChem

Download tools to help with these steps in our Lead Chemistry Kit at bit.ly/LeadChem

Page 18: Lead Chemistry-- The Formula to Fuel Your Funnel

Q&A

#LeadChem


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