Three Key Essentials. Webinar Series. Lead Generation & Sales Funnels for Steady Growth

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1 Lead Generation & Sales Funnels for Steady Growth Three Key Essentials Lead and Generation People, Process, & Sales Performance Funnels for are Steady owned Growth by EaglesWings 2015 Team. Ligature 2015 Group Produced All Rights by Business Reserved. Performance USA.

2 1 Victor Dominguez Co- Founder Executive Director Business Performance USA Dr. Jeff Stewart Co-Founder 1st Speaker & BOT-BOD-CXO Agent JASS, LLC. Cynthia Stewart Co-Founder Managing Partner Evermore Services, LLC Let s make sure this event is worth your time. Ask questions using the chat feature Have a question about a specific situation at your workplace? Contact: Victor@BusinessPerformanceUSA.org Visit BusinessPerformanceUSA.org

3 2 What s Changed About Your Sales Pipeline? Buyers are 60-90% through their buying journey before they contact a vendor (Source: Forrester) Potential buyers are consuming on average pieces of content about their purchase (Source: Net-Results Network Statistics) 50% of leads are qualified but aren t immediately ready to buy (Source: Gleanster) 80% of leads disqualified by sales go on to buy a solution within 24 months (Source: SiriusDecisions)

4 3 Integrated view of your sales pipeline: Each milestone in the sales pipeline has three key elements which need to be managed simultaneously. 1. Customer Status 2. Stage of Development 3. Flow of the Customer Journey

5 4 Start with a DEMAND GENERATION process. Generate demand & develop your market by surfacing latent needs. Start with a WARM/COLD INTRODUCTION process. Target suspect customers and land the fist click, then nurture with content. STAGE LEAD NURTURING Prospect Content Interaction FLOW ACQUISITION Customer Account Creation ENGAGEMENT Active User Customer Uses Website 1. Customer Status 2. Stage of Development 3. Flow of the Customer Journey Frequent User Stakeholder CLIENT ADVOCATE Ingrained Activity Referrals Top-Line REVENUE Bottom-Line

6 5 FRONT-END ISSUE Relevant content, timely delivery, profiling & lead scoring Team focus, skilled listening and always followthrough with the customer s dialog. STAGE COLD CONTACTS LEAD NURTURING Prospect Content Interaction 1. Customer Status 2. Stage of Development 3. Flow of the Customer Journey FLOW BACK-END ISSUE Why should I care? The customer s prevailing question at the Suspect Stage needs to be answered in order to advance them to the Lead Nurturing Stage.

7 6 FRONT-END ISSUE Sales leads, marketing collects data & customer service readies for hand-off Team focuses on a shared relationship of the customer STAGE ACQUISITION Customer Account Creation LEAD NURTURING FLOW 1. Customer Status 2. Stage of Development 3. Flow of the Customer Journey BACK-END ISSUE Why should I trust you? The customer s prevailing question at the Lead Nurturing Stage needs to be answered in order to advance them to the Acquisition Stage.

8 7 FRONT-END ISSUE Changing customer s behaviors & patterns ACQUISITION ENGAGEMENT Active User Customer Uses Website STAGE FLOW BACK-END ISSUE Who s looking out for me? Team focuses on sharing knowledge with customers and celebrating their stories 1. Customer Status 2. Stage of Development 3. Flow of the Customer Journey The customer s prevailing question at the Acquisition Stage needs to be answered in order to advance them to the Engagement Stage.

9 8 FRONT-END ISSUE Clients want personalized services Team reports on MROI & profitibility models to help Finance project future revenue ENGAGEMENT CLIENT Frequent User Ingrained Activity STAGE FLOW 1. Customer Status 2. Stage of Development 3. Flow of the Customer Journey BACK-END ISSUE Don t you know me by now? The customer s prevailing question at the Engagement Stage needs to be answered in order to advance them to the Client Stage.

10 9 FRONT-END ISSUE An advocate expects to have a stake in the game Team brings the Advocate into a business relationship & offers a sense of community ADVOCATE Stakeholder Referrals Top-Line REVENUE CLIENT Bottom-Line 1. Customer Status 2. Stage of Development 3. Flow of the Customer Journey BACK-END ISSUE What have you done for me lately? The customer s prevailing question at the Client Stage needs to be answered in order to advance them to the Advocate Stage.

11 10 Content marketing helps you manage these changes to your pipeline Help your prospects interact with your content throughout their decision cycle. Why they should care (identify their beliefs and values) Awareness of what s possible Proof of concept Actionable the path to purchase Customer prospects need to see themselves in your content. Tell their story about using your products and services.

12 11 Four key factors: Priorities, Relevant, Invaluable and Easy B2C A couple thinking about remolding their kitchen B2B Senior executives thinking about a SaaS solution Why Awareness Proof Actionable

13 12 The Benefits by the Numbers Researchers report that best-in-class companies who invest in marketing automation and demand generation strategies achieve the following results: 150% increase in qualified leads 33% increase in closing rate 49% increase in year over year revenue 17% higher response rates & conversion rates 50% decrease in time to execute campaigns 85% decrease in cost per lead 33% increase in marketing ROI * Forrester, Gartner, Aberdeen Group and Sirius Decisions.

14 13 Next Week s Topic: CLICK HERE Social Media: Helping You Find Employment Presented by: Kenna Lewis, Owner, Social Centric Media Victor@BusinessPerformanceUSA.org BusinessPerformanceUSA.org Become a Business Performance USA Member today. You ll have full access to all of our recorded webinars, blogs, InfoGraphics, and more. Victor can also be reached at Ligature Group, LLC. The Ligature Group is a communications company. We create communications that people can understand and believe in. victor@ligaturegroup.com