1. IT’S TIME TO
TRANSFORM
YOUR MARKETING
Planning for 2013
How to Use Inbound Marketing to Improve Lead
Generation
Reed Overfelt, CEO – FullQuota
Prepared by FullQuota on behalf of Microsoft

2. Technology companies
have historically relied on
traditional marketing tactics
like trade shows, webcasts,
direct mail and email.

3. 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.

4. Today, buyers have more
information than
ever before to guide their
discovery and evaluation of
your products and services

5. Buyers enter the sales process
understanding…
 Problem
 Answer
 Cost
Before

6. Yesterday’s approach:
“GET IN THEIR FACE”
when they’re not looking.
Today’s approach:
“GET FOUND”
when they are looking.

7. HOW?

8. 1 Have a Plan
2 Become a
TOFU Ninja
3 Master Your
MOFU
4 Keep SCORE

9. 1
Have a Plan

10. Get inside your customer’s head
Concerns
- Hate being sold to
- Find it offensive to give
name and email
- Don’t want to get spam
sales emails
- Don’t have time to teach
a sales person about their
business problems

11. Understand what motivates
them
Concerns
Motivations
- Want to solve my problem
- Education
- Data/information reports
- Recommendation from a peer
- Meeting other people like me
that have insights to share

12. Create a solution that entices
them and addresses their concerns
Concerns
Entice & Address
Concerns
- Tell them – in simple terms – what
you offer and how it addresses
their business problem.
- Provide customer testimonials,
address vendor risk.
- Offer free “fit” assessments, address
product viability and fit concerns.
- Provide demos and paid trials to
prove value.

13. 2
Become a TOFU
Ninja (Top of the Funnel)

14. Your customer’s purchase
in stages
Purchase
Consideration
CLOSED
DEAL
Awareness

15. An organizational model for
your sales funnel stages
Bottom of the Funnel
Middle of the Funnel
CLOSED
DEAL
Top of the Funnel

16. What is the top of the funnel?
GET
FOUND
GENERATE
AWARENESS
SALES
PROSPECT

17. HOW?

18. TOFU in a nutshell
2.
Optimizing
1.
content
3.
Creating Promoting
content Content

19. Make stuff
people want…
Start creating & publishing content that is
that is meaningful and relevant to your
target buyer:
• Up-to-the minute blog articles
• Hard facts
• Industry research, reports, & studies
• Educational content

20. • The more we give,
the more we’ll get.
Be generous. • Increase # of
pages
and inbound links.
• Build trust,
credibility
and good will.

21. Be consistent.
 Daily executive article
summaries (blog)
 Weekly executive newsletter
 Monthly e-books, reports and
white papers
 Quarterly webinars

22. 2 Optimize
“6 RETAIL TRENDS
you MUST
understand &
embrace.”
vs. “Retail Trends”

23. Google is Judge, Jury & Executioner

24. Understand
what
motivates
Google
(as well as bing and Yahoo)

25. Help Google decide.

26. Ranking Algorithm
f(n) = Relevance + Authority

27. Creating
meaningful and
relevant content is
the best way to
improve the
authority of your
website and content.

28. WHY?

29. The internet is like a popularity
contest ...

30. When content is really good, people
want to link to it.

31. So, if you want more links…
Create content worth linking to!

32. 3 Promote
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.

33. Pick the
right
?
channels.

34. Participate in
channels with
awesome
content
about your
target buyers
and their
passions.

35. Make it easy to share
BLOGS │ EBOOKS │ WEBINARS │ DEMOS │ NEWSLETTERS │ EVERYTHING!
1
5
3 110
53
1 1
3
2 1
2
share tweet email +1

36. 3
Master Your MOFU
(Middle of the Funnel)

37. What is the middle of the funnel?
CONVERT
NURTURE
QUALIFY
SALES
OPPORTUNITY

38. “ TOFU
”
is just dessert

39. MOFU
“ is where the
beef is”

40. MOFU in a nutshell
2.
1.
Nurture
Convert traffic
prospects into
leads 3.
into prospects Qualify leads
into sales
opportunities

41. Converting is all
about helping
potential prospects
take action.

42. Give great directions.
?
Create:
• Relevant websites & landing pages
• Clear calls to action
• Compelling offers

43. Create clear, relevant websites
What is it?
Who is it for?
What’s in the box?
Example: Avanade ERP for Construction
Micro Website

44. Clear calls-to-action
How do I get it?
Example: Avanade ERP for Construction
Micro Website

45. Compelling offers…
What is it?
What do I get?
What do I need to do?

46. Nurturing is all about
guiding prospects from
general awareness to
actively considering your
products and services.

47. Creating, optimizing, and promoting
exceptional and unique content are
also the keys to nurturing
prospects into leads

49. 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.

50. thinking like a
marketer or
advertiser…

51. …START thinking
like a
publisher and
socializer.

52. …Focus
your
buyers
business
problems.

53. Give them Valuable and Relevant Content…
 Education
 Information
 Knowledge
With ZERO selling

54. Qualifying is all about
contacting, scoring and
converting leads into sales
ready opportunities – or
not!

55. Up to 75% of marketing gets lost in
the middle-of-the funnel.

56. WHY?

57. Most leads
should never
be passed over
to sales.

58. < 25% of Leads Are Sales Ready
are
n
s
✗

60. Marketing
says:
“That is crazy! We
give you tons of leads.
You just don’t follow
up on them properly!”

61. Sales calls a few
unqualified leads and
finds they are a waste of
time – then they stop
calling the rest of the
leads.

62. Inside sales teams are
uniquely effective at contacting
leads and qualifying them into sales
opportunities.

63. It takes between 3 and 8
touches – including
phone calls and emails – to
contact a prospect.
@ @ @

64. Inside Sales reps spend
over 71% of their time
interacting with
customers
(vs. <41% for field sales reps)

65. Inside Sales reps conduct 8 customer interactions
for every field rep’s 1 interaction.

66. So, if you want…
Insanely Happy
Sales People

67. 4
Keep SCORE

68. Measure
"If you cannot measure it,
You cannot improve it."
- Lord Kelvin

69. The key metrics
Campaigns to
drive traffic
Visitors
Overall
conversion % Conversion %
Lead
(By lead source) Conversion %
Closed deals

70. 1 Have a Plan
2 Become a
TOFU Ninja
3 Master your
MOFU
4 Keep SCORE

71. If you don’t like change,
You’re going to like
irrelevancy even less.”
- GENERAL ERIC SHINSEKII, 2003

72. ARE YOU READY TO
TRANSFORM
YOUR MARKETING?
SCHEDULE A CONSULTATION TODAY
Visit .com
or
Email reedo@fullquota.com

73. Image Sources
• Slide 5 – 11, 14 – 15, 18, 21, 25 – 27, 37, 40, 47, 49, 52 – 53, 61 – 62, 66 – 67, 70 – 71, 73, 75 – 76:
• Image source - Purchased from iStockphoto (http://www.istockphoto.com/license)
• Slide 17: via flickr: http://www.flickr.com/photos/st3f4n/ by Stéfan
• Slide 19: via flickr: http://www.flickr.com/photos/epsos/4962823635/sizes/l/in/photostream/ by epSos.de
• Slide 35: via flickr: http://www.flickr.com/photos/jliba/4389220460/sizes/l/ by Josh Liba
• Slide 36: via flickr: http://www.flickr.com/photos/brandoncwarren/4164759025/sizes/l/in/faves-
bonafidemarketinggenius/ by Brandon Christopher Warren
• Slide 55: via flickr: http://www.flickr.com/photos/st3f4n/ by Stéfan
• Slide 63: via flickr: http://www.flickr.com/photos/haizi-hyg/3640001725/in/set-72157619950169446/ by hyg-27
• Slide 65: via flickr: http://www.flickr.com/photos/ccacnorthlib/5839729061/in/photostream by CCAC North Library
• Slides 18, 20, 39: Hubspot.com
• Slides 51 & 53: Guidelines for Use of the following trademarks or logos:
• Twitter: https://support.twitter.com/entries/77641
• LinkedIn: https://developer.linkedin.com/documents/branding-guidelines
• Facebook: http://www.facebook.com/brandpermissions/logos.php
• YouTube: http://www.youtube.com/t/press_room_image_files
• Reddit : http://www.reddit.com/r/redditlogos
• Slide 60 Image source - http://en.wikipedia.org/wiki/File:Lord_Kelvin_photograph.jpg
• Slide 69: http://www.free-desktop-backgrounds.net/Miscellaneous-pictures/Signs-wallpaper-images/Stop-
sign.html
• Slide 78: http://en.wikipedia.org/wiki/File:Lord_Kelvin_photograph.jpg