Full funnel marketing – integrating sales marketing to increase results success

Full Funnel Marketing 101Matt Heinz President, Heinz Marketing Inc... • Copy of this deck • Offers for you • Full Funnel Marketing – the BOOK • Modern Marketer’s Field Guide • Matt’s awa

Full Funnel Marketing 101

Matt Heinz

President, Heinz Marketing Inc

• 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 ) or bring me a

business card noting what you want

I am serious about bacon

Page 4 #MKTGNATION

Five keys to full-funnel marketing

Lead/Opp % 5.0%

Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16Meaghan Sales # 1 1 2 3 2 4Jennifer 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 8John Pipeline # 4 4 4 4 8 4Total Pipeline # 12 16 20 24 24 28Meaghan 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

One slide to rule them all

Page 8 #MKTGNATION

Defining & developing trust

Trust = (relationships + content)

X reputation

Only two sales stages matter

Page 10 #MKTGNATION

Only two sales stages matter

The buyer’s journey

Leads & Opportunities

Stage Definition Sales Next Step(s) Marketing Next Step(s)

Open/Not Attempted New lead, has not been attempted or contacted by sales Begin follow-up to get on the phone live to qualify as opportunity Provide scripts and response offers as needed to increase call-backs

Attempting to Contact Sales 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

Nurture

Prospect 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

Presentation & Demo

Demo 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

Proposal Formal proposal is in process or has been delivered outlining terms, services, fees Get verbal commitment to buy pending finalization of terms no action

Opportunity 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

Page 14 #MKTGNATION

People & problems, not products

Marketing plan in 5 questions

1 What/who are your targets?

• Direct & indirect users, influencers

• Address entire buyer ecosystem

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

3 Where do you find them?

4 What or who influences them?

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

Page 16 #MKTGNATION

What do your customers care about?

The buyer progression

Solution Problem/

Page 18 #MKTGNATION

How to develop a “strategic plan”

Creating Traction

A Culture of Failure

Competing against your future self

Page 22 #MKTGNATION

Questions your CEO should be asking

1 Show me your model

2 What problem are you solving and for whom?

3 Who is your target customer and why?

4 What is your sales process?

5 Who is selling for you and how are you measuring &

managing them?

6 How are you going to generate leads?

7 How are you going to decrease acquisition costs over

time?

Inbound vs Outbound vs ABM vs …

Seven traits of

outstanding full-funnel marketing professionals

12/03/202

1 Revenue Responsibility

Revenue responsibility in practice

• Quick sales vs lifetime value

• Good sales vs bad sales

• Expensive customers, higher churn likelihood

• Can you buy a beer with it?

• Business vs commission check mindset

12/03/202

2 Focus

3 Customer Centric

This doesn’t write checks!

4 Personal accountability

Accountability means…

• Transparency

• Constructive criticism & improvement

• Macro & micro calibrations

• Proactive adjustments

• Daily discipline

12/03/202

5 Technology competence

Is your tech helping or hurting?

• What problem does it solve?

• What does it automate or accelerate?

• What is your system or process?

• Can it scale beyond you?

12/03/202

Key #1: Start with the problem & outcome

Is the tail wagging the dog?

Key #2: Align to Impact & ROI

Key #3:Establish requirements

up front

Key #4: Work with IT

Key #5: Integrate with existing systems &

processes

Key #6: Practice the OODA Loop

BONUS #7: Quarterly Reviews

BONUS #8: Be deliberate

6 Agile mentality

12/03/202

What is your tolerance for chaos?

• Speed and focus amidst change

• Quick recalibration & new game plan development

• The power of humility

7 Empathy

12/03/202

What empathy means…

• For your peers

• For your sales organization

• For other departments

• For your customers

• What is important to THEM?

Page 48 #MKTGNATION

Five recommendations

consistently

• Copy of this deck

• Offers for you

• Modern Marketer’s Field Guide

• Full Funnel Marketing the BOOK

• Matt’s award-winning* smoked bacon recipe

• Send me an email ( matt@heinzmarketing.com ) or bring me a

business card noting what you want

Thank you!

Matt Heinz

President, Heinz Marketing

@heinzmarketing matt@heinzmarketing.com

Thank You!