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Reed Overfelt, CEO of FullQuota, presents step-by-step instructions to start their middle-of-the-funnel marketing and sales program.
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Reed Overfelt, CEO – FullQuota
IT’S TIME TO
YOUR MARKETING TRANSFORM
Becoming a MOFU Ninja The Art of Guiding Prospects from Awareness to Consideration
Your customers purchase in stages
Consideration
CLOSED
DEAL
Awareness
Purchase
An organizational model for your marketing and sales
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
Creating, optimizing, and promoting exceptional and unique content are the keys to the top of the funnel. Great content is rewarded by your buyers and search engines alike.
TOFU is just dessert
“ ”
MOFU is where the
beef is
“
”
What is the middle of the funnel?
SALES OPPORTUNITY
QUALIFY
NURTURE
CONVERT
The middle of the funnel is all about converting traffic into prospects, nurturing those prospects into leads, and then qualifying those leads into sales-qualified opportunities.
HOW?
Let’s for a second…
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
Sales says “Marketing isn’t creating enough leads.”
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.
Get agreement on
the different states
of a lead.
Step #1
10%
LEAD
20%
OPPORTUNITY Sales
Get agreement on
the qualification
criteria needed to
pass a lead from
marketing to sales.
Step #2
There are two basic components you need to
consider when qualifying a prospect.
+
Implicit scoring components
RECENCY
BEHAVIOR
FREQUENCY
Implicit buyer behaviors …
Behaviors Score
Submits “Contact me” form +15
Visits pricing pages +10
Watches product demos +5 overview demo
+10 detailed demo
Downloads late-stage eBook +5
Visits blog > 30 times +5
Implicit Score +50
Explicit scoring components
BANT
• Budget
• Authority
• Needs
• Timing
DEMO-
GRAPHICS
• Company Type
• Company Size
• Industry
Explicit buyer attributes …
Attribute Value Score
Budget Yes +10
Authority Decision maker +10
Need Identified, needs better visibility and reporting +10
Timeline Identified, less than 3 months +10
Title CFO +15
Industry Professional Services, IT Consulting +10
Company Size $50M +5
Total Score +70
Which leads are ready for sales?
Implicit Score
50+ 24-50 0-25 0
1 2 3 4
Explicit Score 50+ A
24-50 B
0-25 C
0 D
Set up a series of
gates and scores
required to move
through each stage
of your pipeline.
Step #3
of
100 Points =
It’s Ready for
Sales
10%
LEAD
20%
OPPORTUNITY SALES
50 Points =
It’s a Lead
Set up a dedicated
lead management
engine to nurture prospects
into leads and then qualify leads
into sales ready opportunities.
Step #4
HOW?
Nurturing prospects
into leads
1
Nurturing is all about guiding prospects from general awareness to actively considering your products and services.
Guess What
Creating, optimizing, and promoting exceptional and unique
content are also the keys to nurturing prospects into leads
Why
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.
Here are 8 simple steps for setting up a basic content nurture program …
Keep it simple – at first.
Understand
your target
buyer
persona!
1
Want to solve a problem
Education
Data/informational reports
Recommendation from a peer
Meeting other people like them that
have insights to share
Understand what motivates them
PURCHASE
CONSIDERATION
AWARENESS
Outline the
basic buying
cycle of your
buyer.
2 ?
?
?
Awareness (TOP) Prospect knows there’s a problem
that needs to be solved
Consideration (MIDDLE) Prospect recognizes a need for a
solution like yours
Purchase (BOTTOM) Prospect seeks solution to their
need; ready to buy
VAGUE NOTION
OF ‘POSSIBLE’
SOLUTION
INTERESTED IN
A SOLUTION
RESEARCHING
VENDORS
EVALUATING
PRODUCTS
NARROWING
FIELD
REFERENCE
CHECK
NEGOTIATING
PURCHASE
SUBSCRIBE
OPEN
VIEW
SHARE
FOLLOW
DOWNLOAD
PARTICIPATE
INQUIRE
ENGAGE
PIPELINE STAGE B
UY
ER
’S O
BJE
CT
IVE
KEY OUTCOMES
Map your
content to the
buying cycle.
3
Awareness (TOP) Prospect knows there’s a problem
that needs to be solved
Consideration (MIDDLE) Prospect recognizes a need for a
solution like yours
Purchase (BOTTOM) Prospect seeks solution to their
need; ready to buy
VAGUE NOTION
OF ‘POSSIBLE’
SOLUTION
INTERESTED IN
A SOLUTION
RESEARCHING
VENDORS
EVALUATING
PRODUCTS
NARROWING
FIELD
REFERENCE
CHECK
NEGOTIATING
PURCHASE
SUBSCRIBE
OPEN
VIEW
SHARE
FOLLOW
DOWNLOAD
PARTICIPATE
INQUIRE
ENGAGE
PIPELINE STAGE B
UY
ER
’S O
BJE
CT
IVE
KEY OUTCOMES
DEMOS
eNEWSLETTER
CASE
STUDIES
Q&A
WEBINARS ARTICLES
CHECKLISTS
STEP-BY-STEP
EBOOK
DEMO
VIDEOS
FAQ
SHEETS
DATA
SHEETS
ANALYST
REPORTS CUSTOMER
TESTIMONIALS
ROI CALCULATORS
PRICE
GUIDES
FEATURE
GUIDES
Q&A
EBOOK
TREND
REPORTS
STEP-BY-STEP
WEBINAR
Pick one piece
of content for
each stage of
the buying
cycle.
4
Awareness (TOP) Prospect knows there’s a problem
that needs to be solved
Consideration (MIDDLE) Prospect recognizes a need for a
solution like yours
Purchase (BOTTOM) Prospect seeks solution to their
need; ready to buy
VAGUE NOTION
OF ‘POSSIBLE’
SOLUTION
INTERESTED IN
A SOLUTION
RESEARCHING
VENDORS
EVALUATING
PRODUCTS
NARROWING
FIELD
REFERENCE
CHECK
NEGOTIATING
PURCHASE
SUBSCRIBE
OPEN
VIEW
SHARE
FOLLOW
DOWNLOAD
PARTICIPATE
INQUIRE
ENGAGE
PIPELINE STAGE B
UY
ER
’S O
BJE
CT
IVE
KEY OUTCOMES
DEMOS
eNEWSLETTER Q&A
WEBINARS ARTICLES
STEP-BY-STEP
EBOOK
DEMO
VIDEOS
FAQ
SHEETS
DATA
SHEETS
ANALYST
REPORTS
ROI CALCULATORS
FEATURE
GUIDES
Q&A
EBOOK
TREND
REPORTS
STEP-BY-STEP
WEBINAR
CASE
STUDIES
CUSTOMER
TESTIMONIALS
PRICE
GUIDES
CHECKLISTS
Create a targeted
email for each
piece of content in
the buying cycle
5
.
What is it?
Clear call-to-action Image
CTA button
What will I learn?
Create a targeted
landing page for
each piece of
content in the
buying cycle
6
Landing Page – Visitor gets to this page by clicking on
an email link
.
What is it?
What do they get?
Who’s it for?
Basic contact info
Thank You Page – Page visited once visitor submits
form
.
Download link
Share buttons
Call-to-Action #1 Call-to-Action #2
Setup a
schedule for
sending the
emails.
7
People process information better in bite-sized chunks.
Nurture Progression Schedule Outcome
Email industry trend report Day 1 Open, share
Send weekly e-newsletter Day 7 Open
Send personal invitation to attend industry trend webinar Day 10 Attend
Send weekly e-newsletter Day 14 Open
Send weekly e-newsletter Day 21 Open
Send link to recorded industry trend webinar Day 25 View
Send weekly e-newsletter Day 28 Open
Email Q&A eBook Report Day 30 Download
Send weekly e-newsletter Day 35 Open
Send personal invitation to attend Q&A webinar Day 40 Attend
Send weekly e-newsletter Day 42 Open
Send link to recorded Q&A webinar Day 55 View
Personal invitation to attend product demo webinar Day 60 Attend, Convert
Schedule your content a little bit at a time…
Launch the
Program!
8
When Users Report Reading Email
Opens by Day
Opens by Hour
Send emails in the morning
to boost opens.
Specifically, Wednesdays at 6am!
Track and score 9
• Remember: Every action adds to the prospect’s score and moves them closer to becoming a lead.
• Don’t automate. Yet. Get it right first. Then automate.
Only score the campaign!
YOU
HAVE A
LEAD!
NOW WHAT?
Qualifying leads into sales
ready opportunities
2
Qualifying is all about contacting, scoring and converting leads into sales ready opportunities – or not!
HOW?
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
OPPORTUNITY
Dedicated inside sales lead qualification program
You need to set up (or rent!) a
Here are 4 simple steps for setting up a basic lead qualification program …
Create a tele blitz process
to contact and qualify all
leads.
1
Call, call, email, pause …
Day 1 Day 3 Day 4 Day 2 Day 5
Send
Intro Email
Pause
Day 7 Day 6
Before you start ...
Be prepared
Have a script!
Do your homework!
Practice,
practice,
practice!
MAKE THE CALLS!
Morning is usually the best
time to reach people
directly, and often the time
that they’re most energized. Tuesday from 7am to 10am is best! Friday from 3pm to 5pm is good too!
Call early in the morning, if
possible.
Inform
Qualify
Schedule
Focus on the goal of the call
Avoid common mistakes
Don’t give the person you’re calling the chance to terminate the
conversation. For instance, you should never ask, “Is this a good time
to talk?“
Identify yourself and the name of your company. Never say, “How are
you today?” to a stranger. Only salespeople say this.
Go slowly with your introduction, breaking it into separate sentences.
Remember, prospects are still concentrating on something else. Give
them a chance to hear you and understand what you are saying.
Tell prospects why you are calling: to follow up on the email you sent.
Inject pauses. Give prospects an opportunity to speak if they want to.
Finish the score!
Budget
Authority Need Timing
Ask for an appointment
at a specific date and
time for the next call.
Don’t one and done.
80% of new sales are made after the fifth contact, yet the majority of salespeople give up after the second call. – AllBusiness.com
Be persistent
Leaving a Voicemail
If you leave a voicemail (which you will!)
Prepare ahead of time!
Keep it short; the goal of the message is to have them call you back, nothing more
Give your phone number slowly, and repeat it once
Reference your last interaction (if there was one!)
Leaving a Voicemail
Hello [customer name], this is Reed Overfelt, the CEO of FullQuota.
I am calling to talk you about how FullQuota - the leading provider of
inbound marketing and lead generation outsourcing services for
technology companies - can help [ insert company name ]:
1. Get found online, and
2. Generate more sales-ready leads.
Please give me a call back.
My number is: 855-317-1212 , 855-317-1212
Thanks and have a great day!
Convert all
qualified
leads to
opportunities
2
SALES OPPORTUNITY
QUALIFY
Use assignment rules to
hand off and route
qualified leads to sales.
3
Day 0 Notification
Day 1 If untouched, reminder
Day 2 If untouched, reminder cc boss
Day 3 If untouched, alert executives
Don’t forget to
re-assign all
unqualified or
disengaged leads
to marketing!
4
QUALIFY
NURTURE
You have a
sales qualified
opportunity!
Visit .com or
Email [email protected]
ARE YOU READY TO
YOUR MARKETING? TRANSFORM
SCHEDULE A CONSULTATION TODAY
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