As a CMO of a digital marketing company I am often asked to present to classes of trainees. As such I built this deck to provide a high-level overview of the 8 critical elements necessary for successful B2B marketing.
1. Know your customer journey
2. Always be helping
3. Create marketing so good people would pay for it
4. Promote the power trio
5. Simmer your leads
6. Get in bed with Sales
7. Cultivate continuous improvement culture
8. Build products that sell themselves
Remember the School House Rock videos that played during Saturday morning cartoons? Yes, I know that question dates me, but honestly those videos still stand up today. Some of my favorites were:
Taking the same approach as “I’m Just a Bill”, our latest infographic shows the long journey of how a consumer turns into a customer of a local business. It includes the steps that businesses should be taking to prevent lead leaks and squeeze more ROI from their sales and marketing budgets.
Back to school season means brushing up on the three Rs – writing, reading and arithmetic so I’m sharing this marketing math infographic by Aberdeen Group. It shows the typical conversion rates at each stage of the marketing and sales funnel.
It’s been a while since I took arithmetics but if my calculations are correct it takes over 3,000 website visitors to get just 1 closed deal. Breaking it down, that’s 3,000 visitors to get: 150 contacts, 33 MQLs, 12 SALs, 4 opportunities and 1 closed deal.
This goes to show 3 things:
Speaking of leaky funnels, go check out www.dontleakleads.com and use our marketing math calculator to see how small changes in conversion can make a big impact on your bottom line.
Most businesses do not convert all their leads into customers, otherwise their sales funnels would look like sales cylinders. If you’re spending hard earned budget on advertising and marketing to get website visits, calls, and emails why not seal the deal by following up with them and converting them into customers? That’s the premise of this presentation by my team at ReachLocal. It provides a quick and easy checklist of actions that will convert more leads into customers. Oh, and if you want the full monty go download the larger ebook version here.
My design team does the best work in our space. Check out the work in process on this graphic for our Modern SEO ebook. I’ll post the final colorized piece when it’s done.
I really enjoyed giving this presentation at the CeBit show in Sydney, Australia where I provided my POV on the 7 pillars of modern marketing.
1. Change Your Mindset – always be helping
2. Be Useful – make marketing so useful people would pay for it
3. Use the Trio of Owned, Earned, Paid Media – need integration of all 3 to drive the best results
4. Leverage Marketing Automation – great content is the essential element
5. Integrate the Sales & Marketing Teams — create one dedicated “Smarketing” team with one mission, one dashboard and one reward
6. Continuously Measure, Test and Optimize – optimization is everything and everything is optimized
7. Build Product that markets itself – the UX must recommend other products automatically based on data
Our goal is to make marketing so useful that people not only seek it out but stick around once they visit. Toward that end I'm proud to announce our latest effort aimed at helpfing businesses solve the deplorable problem of lead leaks. What the heck are lead leaks?
Essentially they are the places in your sales and marketing process where
you are losing potential customers to competitors because your marketing,
website, or follow-up isn’t up to par. Or stated another way, the places where you are throwing away customers and revenue.
Two quick examples of lead leaks:
These are just a couple of common lead leaks, but there
are so many more.
Anyway, it was driving us crazy to see so many businesses
waste so many of the leads they’re working so hard to get – without even
knowing it. So, we created an entire website dedicated to educating the world
about lead leaks and helping businesses get more customers from their marketing.
Check out the site at www.dontleakleads.com for helpful info
like:
I guess our “Don’t Leak Leads” marketing campaign is resonating with the Sale & Service team who brought it to life in their Halloween costumes.
The team is finishing off a great new marketing campaign and to get some internal buzz they made this simple time lapse video. More goodness to come soon…