Improve Your Sales with "Just-In-Time" Marketing

Keith Shiley Glowhorn.com

Have a Nice Funnel

Qualified

Qualified Ready

A Closer Look…

Top of FunnelAWARENESS

Your Goals• Building a qualified online Audience

• Driving qualified website Visitors

• Converting Audience and Visitors to Contacts

Top of Funnel

Examples• Website

• SEO & Blogging

• Landing Pages

• Social Media

Top of Funnel

3 Key Success Factors• Audience and Visitor quality

• Strong brand connection

• “Gotta have it” calls-to-action

Top of Funnel

Key Metrics1. Total # of web visitors, and their sources

• Are my traffic generation efforts working?

• Which ones are working the best?

• Needed for conversion rate tracking

Top of Funnel

Key Metrics2. Total # of web leads captured

• Is overall web lead flow up or down

• What content and special offers work best

• Also needed for conversion rate tracking (next)

Top of Funnel

Key Metrics3. Web conversion rate

(% of Visitors converted to Leads or Sales)

• Are my current web pages performing well?

• Invest in traffic, or conversion optimization?

• ROI projections (i.e. PPC campaign)

Top of Funnel

Middle of FunnelCONSIDERATION

Your Goals• Educating and nurturing Contacts

• Converting Contacts into Leads

• Identifying Hot Leads (sales-ready)

Middle of Funnel

Examples• Email Marketing

• Drip Campaigns

• Remarketing

• Special Offers

• Lead Scoring

Middle of Funnel

3 Key Success Factors• Email list segmentation and quality

• Email campaign/automation design

• Content relevance and quality

Middle of Funnel

Key Metrics1. Sales-ready leads by campaign:

• Call-to-action

• Content offers

• Nurture content

Middle of Funnel

Key Metrics2. Sales-ready leads by channel:

• SEO/SEM

• Social Media

• Partner Sites

• Webinars

• Etc.

Middle of Funnel

Key Metrics3. Cost-Per-Lead

• Overall

• By Channel

• By Campaign

Middle of Funnel

Bottom of FunnelDECISION

Your Goals• Converting hot leads into happy customers

• Creating loyal customers and brand advocates

Bottom of Funnel

Examples• CRM

• Deal Pipelines

• Sales Sequences

Bottom of Funnel

3 Key Success Factors• Lead quality

• Sales process, scripts, people

• Offers

Bottom of Funnel

Key Metrics1. Sales Conversion %

• Overall

• By Channel

• By Campaign

Bottom of Funnel

Key Metrics2. Cost-Per-Customer

• Overall

• By Channel

• By Campaign

Bottom of Funnel

Key Metrics3. Lifetime Customer Value

• Overall

• By Channel

• By Campaign

Bottom of Funnel

Thank You

Have a Nice FunnelImprove Your Sales with "Just-In-Time" Marketing

Keith Shiley Glowhorn.com