Stuck in the Middle with You: Overcoming the Mid-Funnel Bell Curve

Stuck in the Middle With You: Overcoming the Mid-‐Funnel bell curve

Welcome to the Jungle

11/8/13 Presentation Title 2

Jus<n Gray CEO, LeadMD @myleadmd

LeadMD Marke2ng Automa2on Experts h=p://leadmd.com

•  Marketo & Salesforce Consultancy •  1000+ Engagements •  Retainer & One Time •  Service & Training offerings •  Content & Data Offerings •  Preferred Service Provider

THE STARTING POINT: Tried and True (maybe?)


Everyone Loves to be on Top


Wrong!

§  Most Lead Data Looks Like This


Guess What?

We find there is NO correlation between NET NEW Lead Count and Revenue.


THE (REAL) STARTING POINT: Look to the middle.


Create the Gate


Divide & Conquer

§  Create Unique Ac<on Steps –  Align Ac<ons Around Channels

§  Engagement §  Successes §  Abandons §  Nurture Entry


Personas MaSer in the Middle

§  Revisit persona strategy – Who Did you Create it for?

§  Trash what sucks –  Align to your content plan –  Opera<onalize in accordance with nurture

§  General Tracks §  Persona Tracks §  Customer Tracks


Divide & Conquer

§  Create Persona Entry Plans –  Align Ac<ons Around Personas

§  Map Content to Personas §  Iden?fiable Ac?ons §  Debunking Ac?ons


Operationalize It!


Build It!


Measure It!

§  Align Content to Behaviors ?


Analyze It!

§  How does Content Influence Behavior


NOW SCALE IT Don’t Bring a Knife to a Gun Fight


#Ac<on

§  So… Now It’s Time –  Idea to Implement

§  CMS / Content PlaEorm –  Kapost

§  Marke?ng Automa?on §  CRM §  Social Distribu?on –  Consump?on to Share


#KeepItFresh

§  Refresh Your Library CONSTANTLY –  Assemble Your Crew

§  PR to drive placements –  High Value Placements (HVP)

§  SEO ensures staying power –  Organic First

§  The buyer determines your ac?ons


#Itera<on

§  6 Month Lifecycle –  Recycle

§  One Topic should yield at least 3 others –  Reduce

§  Cut out noise & Outdated Content –  Reuse

§  Change Channels & Keep it Fresh


#Results

§  Build Repor<ng based on: –  Net New Names –  Content Conversions – MQL’s –  Influenced Opportuni<es

§  Socialize your results – Marketo does a great job at this


MQL = Marketing Qualified Lead SAL = Sales Accepted Lead SQL = Sales Qualified Lead (i.e. sales opportunity identified)

Example: Moving from Benchmark to Best Practice §  For each 1,000 leads, best-in-class companies create 46 more MQLs than benchmark

companies (97 instead of 51). They create almost 10 additional deals (14.3 instead of 4.6 deals, a 300% increase).

§  Estimate: $150,000 additional revenue per month (based on 3 additional deals per month at an average deal size of $50,000)

SiriusDecisions Inquiries MQLs SALs SQLs SQL-to-close

Benchmark N/A 5.1% 61% 56% 26.5%

Best Practice N/A 9.7% 82% 62% 29%

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#Value

#atLeadMD

§  Persona based nurture in 15 weeks – Down from 40 –  Lead flow increased by 37% – Nurture program ROI up by 41% –  Form conversions boosted by 26%

§  3X ROI on Persona Implementation


KNOW THAT BUYERS CHANGE You’re Not Too Big to Fail


#Flexibility

§  Buyers Change –  All Marke<ng is Cyclic –  LeadMD refreshes Personas Quarterly

§  Based on Your Space


#Failure

§  Be Prepared to #fail §  Sales Fails 50% of the Time – Why would you be different?

§  Failure breeds learning –  Be Prepared to Evolve

§  Bad content is squeezing us all §  The buyer is flooded §  Don’t get discouraged



#CONTENTSF