Building a Sales Pipeline through Inbound Marketing

Matt Hodkinson CEO, Influence Agents

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@matt_hodkinson

“Inbound marketing is all about getting found by customers. Unlike dated and costly outbound

tactics, inbound marketing relies on leveraging web content to bring customers to you”

In a Nutshell…

• Search rankings and traffic referrals

• Social engagement

• More predictable lead generation

• Conversion rate optimisation - added transparency

• Automated lead nurturing - better qualification with less effort

• Improved sales conversions - more stringent qualification and improved data about prospects

• Re-activate “dormant” list/database contacts

Benefits of an Inbound Marketing Funnel

128% Increased in Client

Lifetime Value

50% Increase in Revenues

7.5x Increased in

Leads Generated

• B2B eCommerce Platform • Before: Poorly or non-qualified leads • After: Automated early-funnel follow-ups • Lead Scoring and prioritised contact • Progressive profiling to improve customer knowledge • Transparency of contact behaviour on-site and email

2.8x Leads Generated

via Email

190% Increased in Traffic from

Organic Search in 6 months

30% Conversions from Email Marketing

• Sales Software Platform • Before: Poor site visitor data and lead insights • Long sales cycle • After: 66% reduction in Sales cycle • Persona-led communications & segmentation • Custom lead scoring - 85/100 prompts outreach • Automated workflows have halved lead response times

55% Decrease in

Customer Attrition

87% Increase in Customers

Year-on-Year

152% Increase in Revenues

Year-on-Year

• SaaS Business Intelligence Platform • Before: No formal follow-up process • “Bare bones” analytics • After: More personalisation in email comms • Notifications bring faster response to Sales Qualified Leads • In-depth analytics and contact insights

Technology

Strategy

Content

Distribution

Talent

The 5 Elements of Successful Marketing Automation

Lead Generation !!!!!!!!!

CMS !!!!!!!!!

CRM !!!!!!!!!

Email Automation !!!!!!!!!

Lead Generation !!!!!!!!!

CMS !!!!!!!!!

CRM !!!!!!!!!

Email Automation !!!!!!!!!

Funnel Management !!!!!!!!!

£££

Information Qualified Leads

Marketing QualifiedLeads

SalesQualified

LeadsReady to Invest (Time, Money or Both)

FAQ

Brand Filter

Social MediaSEO PPC NetworkingPR

Clients/Customers

CRM

MoFu Offer

ToFu Offer

Thank You

Page

Email #1 Email #2 Email #3

Quiet List

2 days 5 days 5 days

Progressive Profiling

Sales Dossier

£££

Information Qualified Leads

Marketing Qualified Leads

SalesQualified

Leads

Social MediaSEO PPC NetworkingPR

Conversion Rate Optimisation

2 Primary areas of “pain”…

Strategy

• Not everyone has a talent for marketing • Disconnect between “social” and sales • Poorly-constructed customer journeys • Lack of insight • Positioning/messaging too generic • No/unrealistic goals

Distribution

• Low follower/fan numbers • Small/no database or email list • Low engagement/little influence • Following not relevant • Paid search/social ads too costly?

Workshop Agenda

1. Technology and Skills Review 2. Persona Design 3. Primary Triggers 4. Through-Funnel Content Planning