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EVERY BUSINESS HAS A

REVENUE FUNNEL

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LOWER YOUR COST OF CUSTOMER AQUISITION

To acquire customers in a cost effective way, focus on two questions in your Revenue Funnel:

1. Find a more cost efficient and scalable way to acquire customers (leads)

2. Monetize those customers at a much higher level than your cost of acquisition (loyalty)

3.

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Inbound 62% lower cost per lead than outbound.

2010 survey: 60% lower cost per lead.

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OPTOMIZE

FOR

LEADS

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OPTOMIZE

FOR

LOYALTY

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FUNNEL TOP GENERATE MORE WEBSITE AWARENESS & GET FOUND Inbound marketing

Blogging SEO/SEM Social Media Influencer Campaigns Press & Articles etc.

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MIDDLE NURTURE and PRODUCE QUALIFIED LEADS Webinars Free Trials eMail Campaigns Newsletters etc.

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YOUR FUNNEL WILL HAVE

BLOCKAGE POINTS FIND AND ELIMINATE THEM

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IDENTIFY YOUR BLOCKAGE POINTS USING

KEY METRICS

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ALIGN

EVERY MARKETING ACTIVITY TO ONE GOAL:

CREATING LEADS AND LOYALTY

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If it doesn’t create a lead, or

directly contribute towards closing a sale, or

If the cost per lead is too high…

IT DOESN’T BELONG

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SALES-DRIVEN FUNNEL DESIGN

TO A

CUSTOMER-CENTRIC FUNNEL DESIGN

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BEST PRACTICES FOR DESIGNING YOUR FUNNEL

Driven by Content & Community

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“FORRESTER RESEARCH BELIEVES THE TIME IS RIGHT FOR THE ONLINE MARKETING SUITE.

THIS SUITE, UNDERPINNED BY A CENTRAL HUB,

IS THE EVENTUAL DESTINY FOR ALL

ONLINE MARKETING TECHNOLOGY”.

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IMPLIMENTATION

1. Define and differentiate your brand 2. Build a powerful, content-driven Website 3. Strategize and develop a plan 4. Manage an integrated campaign

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ROI DRIVEN CAMPAIGN Sample 12 month budget assumptions:

• Limited client capacity: outsource most activities

• Has clear brand: Website needs optimizing SEO, blog and site architecture (design, forms, calls to action, landing pages

• Content driven strategy: budget is essential for a lead generation and loyalty building.

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HOW TO IMPROVE

VISITOR TO LEAD

CONVERSION RATES?

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WHAT IS A

“SALES & MARKETING MACHINE?”

And how do you build one in 9 steps…

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1. IDENTIFY Identify people in purchase decision

2. UNDERSTAND Address their buying process and concerns

3. ENTICE Design buying process & address concerns

4. ALIGN Ensure funnel actions lead directly to sales

5. LINK Link every funnel action to the next step

6. AUTOMATE Use software to automate

7. MEASURE Measure key funnel metrics

8. ANALYZE Identify blockage points

9. IMPROVE Better enticements and ways to address concerns

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LOWER YOUR COST OF CUSTOMER AQUISITION With digital inbound marketing, the marginal cost per customer acquisition is typically close to zero, so the cost per lead will continue to decrease.