Building, Accelerating & Converting @ The Top of Your Funnel Matt Heinz President, Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing Housekeeping • Copy of this deck • Offers for you • Successful Selling • Modern Marketer’s Field Guide • Sales for Startups • Email me or bring me a business card with what you want One slide to rule them all Is this the modern funnel? Only two sales stages matter Only two sales stages matter The buyer’s journey Top of Funnel Objectives A direct line to revenue growth Heinz Marketing, Inc Four steps to a better plan Do the math (quantify what success looks like) Create a clear customer profile Map the sales and buying process Plan to fire lots of bullets Heinz Marketing, Inc Calculating what you need Assumptions Product A ASP Product B ASP Opp/Close % Lead/Opp % Product A CPL Product B CPL $ $ $ $ Q1 2010 50 58 Product A Sales # Product B Sales # Total Sales # Product A Sales $ Product B Sales $ Total Sales $ 150 25 175 Q3 2010 63 10 73 Q4 2010 69 11 80 TOTALS 238 38 276 170 28 198 190 30 220 210 33 243 $2,250,000 $2,550,000 $2,850,000 $3,150,000 $1,250,000 $1,375,000 $1,500,000 $1,625,000 $3,500,000 $3,925,000 $4,350,000 $4,775,000 Product A Leads Product B Leads Total Leads Product A Lead Budget Product B Lead Budget Total Lead Budget Q2 2010 56 65 $ 742,500 $ 841,500 $ 940,500 $1,039,500 $ 3,564,000 $ 412,500 $ 453,750 $ 495,000 $ 536,250 $ 1,897,500 $1,155,000 $1,295,250 $1,435,500 $1,575,750 $ 5,461,500 Product A Pipeline # Product B Pipeline # Total Pipeline # Product A Pipeline $ Product B Pipeline $ Total Pipeline $ 15,000 50,000 33.0% 10.0% 15 35 1500 250 1750 1700 275 1975 1900 300 2200 $ 22,500 $ 25,500 $ 28,500 $ 31,500 $ $ 8,750 $ 31,250 $ 9,625 $ 35,125 $ 10,500 $ 39,000 $ 11,375 42,875 $ Heinz Marketing, Inc 2100 325 2425 8350 148,250 People & problems, not products Heinz Marketing, Inc Marketing plan in questions What/who are your targets? • Direct & indirect users, influencers • Address entire buyer ecosystem What they care about? What outcome are they seeking? Where you find them? What or who influences them? How they want to engage and (eventually) buy? Heinz Marketing, Inc What your customers care about? Heinz Marketing, Inc The buyer progression Problem/ Pain Solution Heinz Marketing, Inc Objective/ Outcome Prospect Engagement Funnel Customer Targets (based on persona profiles) Network / Open Community Channels: Twitter, Facebook, Blog, LinkedIn Goal: Drive Registration Drip Marketing Channels: Email Newsletters, CRM System Goal: Drive Active Prospects Active Sales Cycle Channels: CRM, 1:1 Goal: Sell New Customer Next Step Accelerator Ideas Network-exclusive access to content Value-added special offers Discovery events White papers, top ten tips, etc Testimonials, Success Stories Profile-Specific Messages New product/service offers New Opportunity Alerts 1:1 with Existing Customer In-Market Events Referral & Tell-a-Friend Offers Network / Community Invites Heinz Marketing, Inc 16 Enumerating needs by role Audience Drivers Pain Points Value Propositions(bullet points) Key Messages Drivers Pain Points Value Propositions(bullet points) Key Messages Vertical #1 CEO IT/CIO CFO CMO Audience Vertical #2 CEO Heinz Marketing, Inc Five recommendations Know your customer better Audit your content Prioritize early buyer stages Establish key metric baselines & goals Develop systems, processes & habits to execute consistently Questions? [...]... 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? Heinz Marketing, Inc What do your customers care about? Heinz Marketing, Inc The buyer progression Problem/... Prospect Engagement Funnel Customer Targets (based on persona profiles) Network / Open Community Channels: Twitter, Facebook, Blog, LinkedIn Goal: Drive Registration Drip Marketing Channels: Email Newsletters, CRM System Goal: Drive Active Prospects Active Sales Cycle Channels: CRM, 1:1 Goal: Sell New Customer Next Step Accelerator Ideas Network-exclusive access to content Value-added special offers Discovery... access to content Value-added special offers Discovery events White papers, top ten tips, etc Testimonials, Success Stories Profile-Specific Messages New product/service offers New Opportunity Alerts 1:1 with Existing Customer In-Market Events Referral & Tell-a-Friend Offers Network / Community Invites Heinz Marketing, Inc 16 Enumerating needs by role Audience Drivers Pain Points Value Propositions(bullet... points) Key Messages Drivers Pain Points Value Propositions(bullet points) Key Messages Vertical #1 CEO IT/CIO CFO CMO Audience Vertical #2 CEO Heinz Marketing, Inc Five recommendations 1 2 3 4 5 Know your customer better Audit your content Prioritize early buyer stages Establish key metric baselines & goals Develop systems, processes & habits to execute consistently Questions? ...Calculating what you need Assumptions Product A ASP Product B ASP Opp/Close % Lead/Opp % Product A CPL Product B CPL $ $ $ $ Q1 2010 50 8 58 Product A Sales # Product B Sales # Total Sales # Product A Sales $ Product