4 STEPS TO A CONSISTENT

PROFITABLE PIPELINE

WHAT TO EXPECT

PRACTICAL, ACTIONABLE IDEAS

THAT YOU CAN IMPLEMENT IN

YOUR COMPANY TODAY, TO

INCREASE THE VOLUME OF

RECURRING NEW AND

REFERRED BUSINESS.

WHAT TO EXPECT

AMANDA C. WATTS & MATT HODKINSON

4 KEY CHALLENGES

IN THE IT & ACCOUNTING INDUSTRIES

CHALLENGE #1… ATTRACT

ATTRACT - PERSONA

ATTRACT - PERSONA

ATTRACT - POSITIONING

ATTRACT - POSITIONING

ATTRACT - PROMOTION

ATTRACT: WHO ARE YOUR BUYERS

GOING TO FOR INFORMATION?

ATTRACT: ARE YOU GOOGLE-ABLE?

ATTRACT: THE LOGIC

QUALITY TRUMPS QUANTITY,

WHEN IT COMES TO SITE VISITS

CHALLENGE #2… CONVERT

CONVERT: FILTER

VS

CONVERT: FILTER

VS

CONVERT: EDUCATE

CONVERT: ENGAGE

CASE STUDY: MARCIN

CONVERT: CALL TO ACTION

CHALLENGE #3… CLOSE

CLOSE: NURTURE

CLOSE: AUDITION

CLOSE: PITCH

CASE STUDY: PAPIRFLY

DO YOU KNOW YOUR “TOLERABLE CPA”?

CHALLENGE #4… DELIGHT

DELIGHT: COMMUNITY

DELIGHT: EXPERIENCE

DELIGHT: EVANGELISE

STILL THINK YOU ARE DOING ENOUGH?

• 44% of people give up after one follow up

• 80% of people require at least 5 follow ups to take action

• 44% of people have an 80% chance they will not get the business

• A nurtured lead makes a 47% larger purchase than non-nurtured lead

• Businesses that use marketing automation to nurture prospects experience a 451% increase in

qualified leads

• 91% of customers say they’d give referrals, only 11% of salespeople ask for them

• 82% of buyers viewed at least 5 pieces of content from the winning vendor

• 57% of the buyers journey is completed before the buyer talks to sales

• 68% of consumers feel more positive about a brand after consuming content from it

ASK FOR REFERRALS

START AT THE BOTTOM AND

WORK YOUR WAY UP

KEY TAKEAWAYS

1. KNOW YOUR BEST CUSTOMERS

2. HOW DISCOVERABLE ARE YOU?

3. KNOW YOUR TOLERABLE CPA

WHAT’S NEXT?