Full funnel marketing – integrating sales marketing to increase results success

Full Funnel Marketing 101 Matt Heinz President, Heinz Marketing Inc Housekeeping • 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 Five keys to full-funnel marketing 1.Do the math (quantify what success looks like) 2.Create a clear customer profile 3.Map the sales and buying process 4.Embrace revenue responsibility 5.How will you measure it? Page #MKTGNATION Calculating what you need Assumptions Meaghan ASP $ 65,000 Jennifer ASP $ 75,000 John ASP $ 80,000 Opp/Close % 25.0% Lead/Opp % 5.0% Jan-16 Meaghan Sales # Jennifer Sales # John Sales # Total Sales # Meaghan Sales $ Jennifer Sales $ John Sales $ Total Sales $ Page Feb-16 1 $ 65,000 $ 75,000 $ 75,000 $ 215,000 Mar-16 $ 65,000 $ 150,000 $ 75,000 $ 290,000 Apr-16 2 $ 130,000 $ 150,000 $ 75,000 $ 355,000 May-16 $ 195,000 $ 150,000 $ 75,000 $ 420,000 Jun-16 2 $ $ $ $ 130,000 150,000 150,000 430,000 $ 260,000 $ 150,000 $ 75,000 $ 485,000 #MKTGNATION 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 Page #MKTGNATION One slide to rule them all Page #MKTGNATION Defining & developing trust Trust = (relationships + content) X reputation Page #MKTGNATION Only two sales stages matter Page #MKTGNATION Only two sales stages matter Page 10 #MKTGNATION 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 Agile mentality 11/7/16 44 What is your tolerance for chaos? • Speed and focus amidst change • Quick recalibration & new game plan development • The power of humility 11/7/16 45 Empathy 11/7/16 46 What empathy means… • For your peers • For your sales organization • For other departments • For your customers • What is important to THEM? 11/7/16 47 Five recommendations Know your customer better Focus on building consensus internally Prioritize early buyer stages Establish key metric baselines & goals Develop systems, processes & habits to execute consistently Page 48 #MKTGNATION Housekeeping • 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!