Transform Your Marketing: A Case Study

Reed Overfelt, CEO – FullQuota

IT’S TIME TO

YOUR MARKETING. TRANSFORM

Meet

Jennifer Grimes

Jennifer is an Industry

Marketing Manager at

Avanade with

responsibility for the

company's North

America Microsoft

Dynamics ERP go-to-

markets and Health

CRM marketing.

Like most large Microsoft Partners, Avanade needs

to GENERATE AWARENESS and DRIVE TRAFFIC to

its ERP and CRM websites. More importantly, they

need to CONVERT that traffic into sales-ready leads.

Jennifer has historically

relied on traditional partner

marketing tactics like trade

shows, webcasts, direct

mail and email to reach her

objectives.

But that was before Jennifer realized

how effective her efforts would be if she

focused less on getting in front of

prospects and more on getting

found online and driving

So Jennifer decided to

transform her marketing to

focus more on blogging,

search engine optimization

and social media to drive

awareness and traffic, as well

as insides sales to nurture and

qualify sales-ready leads.

And the Results?

300%

80%

100%

HOW?

Have a Plan 1

Become a TOFU Ninja 2

Master Your MOFU 3

Keep SCORE 4

The Marketing Playbook is

BROKEN.

Buyers have changed.

Disclaimer: Use of social media company icons is for instructional purposes only and in no

way implies an association or partnership with any of the individual companies, or approval,

sponsorship, or endorsement by any of the individual companies.

Today’s approach:

“GET IN THEIR FACE” when they’re not looking. Tomorrow’s approach:

“GET FOUND” when they are looking.

SOURCE: COMSCORE, AUGUST 2010

17 billion

searches are conducted every month.

12b 2.75b 2.25b

46% of daily searches are for

info on products or services.

46%

Products

and Services

This is your new business card.

70% of the links search users

click on are

25% PAID

70% ORGANIC

organic – not paid.

“Which search result link

did you click on first?”

of all organic clicks go

to the

organic search results.

top three

First Page

…and

done!

If Google can’t find your products and

services, neither will your target buyer.

Bottom Line:

Have a Plan

1

Concerns - Hate being sold to

- Find it offensive to give

name and email

- Don’t want to get spam

sales emails

- Don’t have time to teach

a sales person about their

business problems

Get inside your customer ’s head

Concerns

Understand what motivates them

- Want to solve my problem

- Education

- Data/information reports

- Recommendation from a peer

- Meeting other people like me

that have insights to share

Motivations

Concerns

Create a solution that entices them and addresses their concerns

- Tell them – in simple terms – what

you offer and how it addresses

their business problem.

- Provide customer testimonials,

address vendor risk.

- Offer free “fit” assessments, address

product viability and fit concerns.

- Provide demos and paid trials to

prove value.

Entice & Address

Concerns

Become a TOFU

Ninja

2

(Top of the Funnel)

Your customer ’s purchase in stages

Consideration

CLOSED

DEAL

Awareness

Purchase

An organizational model for your sales funnel stages

Middle of the Funnel

CLOSED

DEAL

Top of the Funnel

Bottom of the Funnel

What is the top of the funnel?

SALES

PROSPECT

GET

FOUND

GENERATE

AWARENESS

HOW?

TOFU in a nutshell

1. Creating

content

2. Optimizing

content 3. Promoting

Content

• Daily executive article

summaries (blog)

• Weekly executive

newsletter

• Monthly e-books,

reports and white

papers

• Quarterly webinars

1 Create Content

Make stuff people want…

Start creating & publishing content that is

that is meaningful and relevant to your

target buyer:

• Top-notch blog articles

•New market data

• Industry research, reports, & studies

• Educational content

Be generous.

• The more we give,

the more we’ll get.

• Increase # of

pages

and inbound links.

• Build trust,

credibility

and good will.

Be consistent.

Daily executive article

summaries

(blog)

Weekly executive newsletter

Monthly e-books, reports and

white papers

Quarterly webinars

2 Optimize

vs. “Retail Trends”

“6 RETAIL TRENDS you MUST

understand & embrace.”

Google is Judge, Jury & Executioner

Understand what motivates Google (as well as bing and Yahoo)

Help Google decide.

f(n) = Authority + Relevance

Ranking Algorithm

f(n) Authority

Relevance

The process of optimizing

your website and your

content around your target

keywords

= On-Page SEO

Page title URL

Headings and text

Meta description

On-Page SEO Basics

f(n) Relevance

Authority

Off-Page SEO Basics

Creating

meaningful and

relevant content is

the best way to

improve the

authority of your

website and content.

WHY?

Authority is Determined by Inbound Links

Create content worth linking to!

How do you get more links?

3 Promote

Disclaimer: Use of social media company icons is for

instructional purposes only and in no way implies an

association or partnership with any of the individual

companies, or approval, sponsorship, or endorsement

by any of the individual companies.

Pick the right channels.

?

Participate in

channels with

about your

target buyers

and their

passions.

awesome content

2 2 53 3

share tweet email +1

Make it easy to share BLOGS │ EBOOKS │ WEBINARS │ DEMOS │ NEWSLETTERS │ EVERYTHING!

Master Your MOFU

3

(Middle of the Funnel)

What is the middle of the funnel?

SALES OPPORTUNITY

QUALIFY

NURTURE

CONVERT

TOFU is just dessert

“ ”

MOFU is where the

beef is

“ ”

MOFU in a nutshell

1. Convert traffic

into prospects

2. Nurture

prospects into

leads 3. Qualify leads

into sales

opportunities

Converting is all about helping potential prospects take action.

Give great directions.

Create: • Relevant websites & landing pages

• Clear calls to action

• Compelling offers

?

Create clear, relevant websites

Example: Avanade ERP for Construction

Micro Website

Where’s the proof?

Who is it for?

What is it?

Clear calls-to-action

How do I get it?

How do I get it?

Example: Avanade ERP for Construction

Micro Website

Compelling offers…

What is it?

What do I get?

What do I need to do?

Nurturing is all about guiding prospects from general awareness to actively considering your products and services.

the keys to nurturing prospects into leads

Creating, optimizing, and promoting exceptional and unique content are

also

Remember! Your buyer has changed.

Disclaimer: Use of social media company icons is for instructional purposes only and in no

way implies an association or partnership with any of the individual companies, or approval,

sponsorship, or endorsement by any of the individual companies.

thinking like a

marketer or

advertiser…

…START thinking

like a

publisher and

socializer.

…Focus

your

buyers

business

problems.

With ZERO selling

Give them Valuable and Relevant Content…

Education

Information

Knowledge

Qualifying is all about contacting, scoring and converting leads into sales ready opportunities – or not!

Up to 75% of marketing gets lost in

the middle-of-the funnel.

WHY?

Most leads

should never be passed over

to sales.

< 25% of Leads Are Sales Ready

s

✗ n

are

Marketing says:

“That is crazy! We

give you tons of leads.

You just don’t follow

up on them properly!”

Sales calls a few

unqualified leads and

finds they are a waste of

time – then they stop

calling the rest of the

leads.

Inside sales teams are uniquely effective at contacting leads and qualifying them into sales opportunities.

It takes between 3 and 8 touches – including phone calls and emails – to contact a prospect.

@ @ @

Inside Sales reps spend

over 71% of their time

interacting with

customers (vs. <41% for field sales reps)

Inside Sales reps conduct 8 customer interactions

for every field rep’s 1 interaction.

So, if you want…

Insanely Happy

Sales People

Keep SCORE

4

Measure "If you cannot measure it,

You cannot improve it."

- Lord Kelvin

Visitors

Campaigns to

drive traffic

Lead

Closed deals

Conversion %

Conversion %

Overall conversion %

(By lead source)

The key metrics

Have a Plan 1

Become a TOFU Ninja 2

Master your MOFU 3

Keep SCORE 4

If you don’t like change,

You’re going to like irrelevancy even less.” - GENERAL ERIC SHINSEKII, 2003

Visit .com or

Email [email protected]

ARE YOU READY TO

YOUR MARKETING? TRANSFORM

SCHEDULE A CONSULTATION TODAY

• Slide 5 – 11, 14 – 15, 18, 21, 25 – 27, 37, 40, 47, 49, 52 – 53, 61 – 62, 66 – 67, 70 – 71, 73, 75 – 76:

• Image source - Purchased from iStockphoto (http://www.istockphoto.com/license)

• Slide 17: via flickr: http://www.flickr.com/photos/st3f4n/ by Stéfan

• Slide 19: via flickr: http://www.flickr.com/photos/epsos/4962823635/sizes/l/in/photostream/ by epSos.de

• Slide 35: via flickr: http://www.flickr.com/photos/jliba/4389220460/sizes/l/ by Josh Liba

• Slide 36: via flickr: http://www.flickr.com/photos/brandoncwarren/4164759025/sizes/l/in/faves-

bonafidemarketinggenius/ by Brandon Christopher Warren

• Slide 55: via flickr: http://www.flickr.com/photos/st3f4n/ by Stéfan

• Slide 63: via flickr: http://www.flickr.com/photos/haizi-hyg/3640001725/in/set-72157619950169446/ by hyg-27

• Slide 65: via flickr: http://www.flickr.com/photos/ccacnorthlib/5839729061/in/photostream by CCAC North Library

• Slides 18, 20, 39: Hubspot.com

• Slides 51 & 53: Guidelines for Use of the following trademarks or logos:

• Twitter: https://support.twitter.com/entries/77641

• LinkedIn: https://developer.linkedin.com/documents/branding-guidelines

• Facebook: http://www.facebook.com/brandpermissions/logos.php

• YouTube: http://www.youtube.com/t/press_room_image_files

• Reddit : http://www.reddit.com/r/redditlogos

• Slide 60 Image source - http://en.wikipedia.org/wiki/File:Lord_Kelvin_photograph.jpg

• Slide 69: http://www.free-desktop-backgrounds.net/Miscellaneous-pictures/Signs-wallpaper-images/Stop-sign.html

• Slide 78: http://en.wikipedia.org/wiki/File:Lord_Kelvin_photograph.jpg

Image Sources