How to Automate Your Sales Funnel Step By Step

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Sales Automation Engineering

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who am I?

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Dan Russell

project.delta

Lead Strategist

Founder

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what are we doing here?

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Here’s what the typical sales process looks like:

1. Lead generation2. Nurture cycle3. Conversion4. Delivery & Followup

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Here’s what people usually do:

1. Lead generation Blitz valuable prospects2. Nurture cycle [Nothing]3. Conversion Take the money, think less and

less about the relationship as time goes on4. Delivery & Followup Delivery (no followup)

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No wonder leads get dropped.

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and no wonder people think this stuff is

complicated!

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1. A defined process2. Metrics3. Traffic

To automate your sales, you need to have:

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You can’t automate a non-process

Rule #1:

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Non-process: A collection of actions or decisions that change based on

circumstances or parties involved

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1. Unscalable2. Non-transferable3. Non-optimizable

A non-process is:

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You can’t optimize a process without data

Rule #2:

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Measuring your conversions and other metrics at each step of your sales cycle will allow you to improve it going forward.

Every process has steps. Each step has a conversion point.

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Measuring your conversions and other metrics at each step of your sales cycle will allow you

to improve it going forward.

Every process has steps. Each step has a conversion point.

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Impression MetricsEngagement Metrics

there are 2 main metrics to optimize:

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let’s look at an example

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A local contractor’s website

There are 3 entry steps to this contractor’s sales cycle. It begins on his website...

Enter email & phone into

website

Send confirmation & enter into nurture

sequence

Reach out over the phone to schedule a

consultation

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Impression Metrics

Who is SEEING your outreach?

Enter email & phone into

website

Send confirmation & enter into nurture

sequence

Reach out over the phone to schedule a

consultation

TrafficTime on siteBounce rate

Open rateClick-through rate Rate of getting them on the

phone

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Engagement Metrics

Who is ENGAGING with your outreach?

Enter email & phone into

website

Send confirmation & enter into nurture

sequence

Reach out over the phone to schedule a

consultation

Email delivery rateRate @ which they call YOURate @ which YOU call them Win rate

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Here’s what we’re collecting now...

Enter email & phone into

website

Send confirmation & enter into nurture

sequence

Reach out over the phone to schedule a

consultation

Email delivery rateRate @ which they call YOURate @ which YOU call them Win rate

TrafficTime on siteBounce rate

Open rateClick-through rate Rate of getting them on the

phone (outbound)

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look complicated?

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here’s how it’s simplified...

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All of this stuff is automatically collected.

Enter email & phone into

website

Send confirmation & enter into nurture

sequence

Reach out over the phone to schedule a

consultation

Email delivery rateRate @ which they call YOURate @ which YOU call them Win rate

TrafficTime on siteBounce rate

Open rateClick-through rate Rate of getting them on the

phone (outbound)

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so what’s used to collect & analyze it all?

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:)

not you.

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Email automationSales/CRM

the software

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Here are the tools I recommend:

Email automation● Mailchimp (recommended)● AWeber● Constant Contact● Infusionsoft● Ontraport

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Here are the tools I recommend:

Sales & CRM● Insightly● Pipedrive● Salesforce● Infusionsoft● Ontraport

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When combined, these 2 types of tools will be able to provide:1. Lead generation (Email & Sales/CRM)2. Nurture cycle (Email)3. Conversion (Sales/CRM)4. Delivery & Followup (Email & Sales/CRM)

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popular combinations...

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$17 per monthEmail opt-in & automation

Sales tracking

Mailchimp + Insightly

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$59 per monthMore advanced autoresponders

More advanced sales pipeline tracking

AW ProTools + Pipedrive

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All-in-oneMore flexible & integrated

More expensive ($200+ per month)

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(at least when you’re just getting started)

my recommendation...

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$17 per monthEmail opt-in & automation

Sales tracking

Mailchimp + Insightly

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Mailchimp & Insightly

Mailchimp’s automation platform has substantially improved and will provide you with the functionality you need.

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Mailchimp & Insightly

Mailchimp’s automation platform has substantially improved and will provide you with the functionality you need.

Insightly will give you all of the CRM functionality you’re looking for, at least when getting started.

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Mailchimp & Insightly

Mailchimp’s automation platform has substantially improved and will provide you with the functionality you need.

Insightly will give you all of the CRM functionality you’re looking for, at least when getting started.

Only after you’ve gotten comfortable with their functionality should you opt for an all-in-one solution.

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Once you have them set up...

1. Lay out your sales cycle2. Identify metrics3. Write autoresponder series4. Integrate CRM & Email5. Install Google Analytics6. Drive traffic

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most people do the following:

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most people do the following:

1. Lay out your sales cycle2. Identify your impression & engagement metrics3. Write a (minimum) 4-part autoresponder series for

email opt-ins4. Integrate your email & sales/CRM system into your

website opt-in form5. Install Google Analytics on your site to measure

traffic, etc.6. Drive traffic to your site with ads & content marketing

Skip this

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most people do the following:

1. Lay out your sales cycle2. Identify your impression & engagement metrics3. Write a (minimum) 4-part autoresponder series for

email opt-ins4. Integrate your email & sales/CRM system into your

website opt-in form5. Install Google Analytics on your site to measure

traffic, etc.6. Drive traffic to your site with ads & content marketing

Skip thisso they can’t do this

danrussell.me

most people do the following:

1. Lay out your sales cycle2. Identify your impression & engagement metrics3. Write a (minimum) 4-part autoresponder series for

email opt-ins4. Integrate your email & sales/CRM system into your

website opt-in form5. Install Google Analytics on your site to measure

traffic, etc.6. Drive traffic to your site with ads & content marketing

Skip thisso they can’t do this

Assume this is too complicated

danrussell.me

most people do the following:

1. Lay out your sales cycle2. Identify your impression & engagement metrics3. Write a (minimum) 4-part autoresponder series for

email opt-ins4. Integrate your email & sales/CRM system into your

website opt-in form5. Install Google Analytics on your site to measure

traffic, etc.6. Drive traffic to your site with ads & content marketing

Skip thisso they can’t do this

Assume this is too complicatedAssume this is too complicated

danrussell.me

most people do the following:

1. Lay out your sales cycle2. Identify your impression & engagement metrics3. Write a (minimum) 4-part autoresponder series for

email opt-ins4. Integrate your email & sales/CRM system into your

website opt-in form5. Install Google Analytics on your site to measure

traffic, etc.6. Drive traffic to your site with ads & content marketing

Skip thisso they can’t do this

Assume this is too complicatedAssume this is too complicated

Install, never check it

danrussell.me

most people do the following:

1. Lay out your sales cycle2. Identify your impression & engagement metrics3. Write a (minimum) 4-part autoresponder series for

email opt-ins4. Integrate your email & sales/CRM system into your

website opt-in form5. Install Google Analytics on your site to measure

traffic, etc.6. Drive traffic to your site with ads & content marketing

Skip thisso they can’t do this

Assume this is too complicatedAssume this is too complicated

Install, never check it

They do lots of this!

danrussell.me

most people do the following:

1. Lay out your sales cycle2. Identify your impression & engagement metrics3. Write a (minimum) 4-part autoresponder series for

email opt-ins4. Integrate your email & sales/CRM system into your

website opt-in form5. Install Google Analytics on your site to measure

traffic, etc.6. Drive traffic to your site with ads & content marketing

Skip thisso they can’t do this

Assume this is too complicatedAssume this is too complicated

Install, never check it

They do lots of this! Not so much

danrussell.me

Let’s take a look at this again...

1. Lead generation2. Nurture cycle3. Conversion4. Delivery & Followup

danrussell.me

Let’s take a look at this again...

1. Lead generation2. Nurture cycle3. Conversion4. Delivery & Followup

All of this has to be planned BEFORE the lead generation step. Think AHEAD of where your prospect is going to be and PREPARE their experience before they get there.

danrussell.me

Sales Automation Engineering

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Welcome2ThePlanet.com

@danjruss

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Questions?