Bottom-up marketing

Tweet: #startwithfollowup
Looking for a new approach?
Turn the sales funnel upside down — start with the follow-up.
BOTTOM UP!

Conversion happens when you solve the
customer’s problem with your solution.

The closers (sales and CSRs) are in a better
position to recognize a specific customer
need — the company can meet — and help
us marketers craft a marketing strategy to
solve the problem.
Why Bottom Up?

50% of marketing leads are not
followed up by closers (sales/CSRs).

Why do you think that is?

Often closers feels disassociated or worse,
alienated, by marketing.

Closers believe marketing sends leads that
have not been properly qualified.

Over time, the relationship between
marketing and closers deteriorates.

As a result,
closers may expend less and less effort —
believing marketing is passing them
impossible-to-close, unqualified leads.

When closers are involved,
they are much more likely to provide
the type of follow-up they know
from experience is needed to
close the sale.

(from the bottom up)
 Closing
 Providing follow-up
quality control
 Defining follow-up
measurement points
 Defining follow-up
 Defining conversion
resources
 Defining conversion
processes
 Defining quantifiable
goal(s)
 Defining qualified lead
 Prospecting
Closers are skilled at

LEARNING FROM THE
CLOSERS
BOTTOM UP

With the closers, evaluate the endgame
 Which sale represents
the highest revenue?
 If this is not known, what
A/B testing models can
be used to provide
downstream insight for
future campaigns?
 What is the overhead for
closing the highest-value
sale?
 Are there sales with less,
but adequate revenue,
with lower closing
overhead?
Evaluation

 What are the different
types of sales within the
business?
 What processes are used
to close each [type of]
sale?
 Does the sales team
have the time/resources
necessary to close the
sales your campaign will
drive?
 Do the sales require other
human capital beyond the
closing team?
Evaluation

It’s important to measure the effectiveness
of the closing-process hypotheses of our
new friends in the closing department(s).

 Sales reports
 Google Analytics
 eCommerce analytics
 Email analytics
 Site-visitor analytics
 Call analytics
Who’s to say
SharpSpring Visitor ID

Don’t over measure.
Just because you can track an activity,
doesn’t guarantee it is meaningful.

For example:
 Number of leads
 Number of form
completions
 Number of active
engagements (e.g.,
resource downloads)
 Number of qualified leads
 Number of successful
follow-up
 Number of conversions
Measurement points

Email open rates, and the like,
are important, but not the
meaningful data we monitor
in our bottom-up approach.

 Closers develop and
become experienced at
effective follow-up.
 Discussions on this
topic will enable you to
digitizing this process
— to some extent.
 Expect resistance.
Follow-up
 Closers believe — and
may well be right — the
digital process cannot
replace personal
interaction.
 Find a balance.
 Offer compromise.
 Test and track like your
job depends on it.

 It’s not closers
becoming marketers.
 It’s not closers
defining the campaign
 It’s learning from
closers’ experience.
 It’s adding your
marketing voice.
Marketing voice

Marketing must step in and choose a focus
— we need a single call to action:
Download a resource,
fill out a meeting-request form,
watch a video…

 Closers have many conversion tools.
 Closers use both the tangible (brochures,
videos, etc.) and intangible (calls, personal
visits, etc.)
 Tangible tools probably come from the
marketing department.
 Marketing must adequately stock the closers’
arsenals — which may mean creating new
resources.
Conversion resources

Closers have experience that dictate to them
the processes they use for closing sales.

When we marketers understand these
processes, we create better marketing
campaigns — resulting in quicker
and more conversions.

 Processes vary in length, resources, and
results.
 Understanding the process will help you to
create messaging aligned with the process.
 Continuity is comforting to the lead and will
shorten the sales cycle.
 Leads remain focused from end to end.
Conversion processes

 All campaigns require a quantifiable goal.
 You must be able to measure your
success toward attaining the goal.
 Closers will help you to define the
quantifiable goal.
 Marketers can choose the measurement
process for that goal.
Quantifiable goal(s)

BAD:
Close more sales.
GOOD:
Close 45 new sales.
BETTER:
Close 45 new sales of more than $500
by 31 December.
Quantifiable goal(s)

ROMI (or MROI) calculators are
marketers’ tools for
assessing campaign performance,
predicting campaign performance,
estimating campaign requirements, and
measuring campaign performance.

ROMI calculators
Calculate leads: How many leads will get you to your revenue goal?
In this formula, let's assume you know how much revenue you would like to earn, how much the average customer
spends, and the various conversion rates, but want to know how many emails/direct mails/scanned badges will
achieve that revenue.
Revenue you would like to achieve $125000.00
Average amount each customer is expected to spend $69.99
Customers (people who will make a purchase) 1,300
Close rate 60.000%
Opportunities (people you expect to make a purchase) 2,167
Qualified-lead-to-opportunity conversion rate 40.000%
Qualified leads (people who fit within your target audience) 5,417
Lead-to-qualified lead conversion rate 12.000%
Leads (people who engage with your campaign) 45,141
Prospect-to-lead conversion rate 35.000%
Prospects (emails/direct mail/badges scanned, etc.) 128,975

Qualified lead
 Closers will define qualified lead for the business.
 It may be different for different products or revenue streams.
 Marketers typically do not have the experience or skill set
needed.
 Assuming this task can result in animosity and sending
closers leads they feel are not ready for closing activities.
 Over time, the relationship between marketing and sales
continues to deteriorate and the business and sale
conversions suffer.

Appropriate campaigns
 Even when you work a campaign from the
bottom up, you still need the closers’
expertise.
 Every campaign style creates different types
of leads.
 Use the appropriate campaign style to
develop what the closers define as qualified.

Inundated with metrics, we marketers may
feel we should have all the answers, but
that’s rarely the case.
Working with our closers from the bottom up,
we can improve intra-business relationships,
build better campaigns, and close more
sales.
Summary

Spider Trainers designs,
develops, and deploys custom
drip and nurture campaigns.
The participating client is the
successful client.
Get our free Return on Marketing
Investment calculators
http://www.spidertrainers.com/marketing-
return-investment-romi-calculators/
Contact us:
Chuck Meyer
Client relations manager
651 702 3793
cmeyer@spidertrainers.co
m
http://www.spidertrainers.c
om
PO Box 280487
Lakewood, CO 80228
United States
Spider Trainers

Bottom-up marketing

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