Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Become a MOFU Ninja (Middle-of-the-Funnel)
1. IT’S TIME TO
TRANSFORM
YOUR MARKETING
Becoming a MOFU Ninja
The Art of Guiding Prospects from Awareness to Consideration
Reed Overfelt, CEO – FullQuota
4. An organizational model for
your marketing and sales
Middle of the Funnel
Bottom of the Funnel
CLOSED
DEAL
Top of the Funnel
5. What is the top of the funnel?
GET
FOUND
GENERATE
AWARENESS
SALES
PROSPECT
6. Creating, optimizing, and
promoting exceptional and
unique content are the keys
to the top of the funnel.
Great content is rewarded by your
buyers and search engines alike.
9. What is the middle of the funnel?
CONVERT
NURTURE
QUALIFY
SALES
OPPORTUNITY
10. The middle of the funnel is
all about converting traffic
into prospects, nurturing
those prospects into leads,
and then qualifying those
leads into sales-qualified
opportunities.
27. Explicit buyer attributes …
Attribute
Value
Score
Budget
Yes
+10
Authority
Decision maker
+10
Need
Identified, needs better visibility and reporting
+10
Timeline
Identified, less than 3 months
+10
Title
CFO
+15
Industry
Professional Services, IT Consulting
+10
Company Size
$50M
+5
Total Score
+70
28. Which leads are ready for sales?
Implicit Score
50+
50+
A
24-50
B
0-25
C
0
D
0-25
0
1
Explicit Score
24-50
2
3
4
29. Step #3
Set up a series of
gates and scores
required to move
through each stage
of your pipeline.
30. of
50 Points =
It’s a Lead
100 Points =
It’s Ready for
Sales
10%
20%
LEAD
OPPORTUNITY
SALES
31. Step #4
Set up a dedicated
lead management
engine to nurture prospects
into leads and then qualify leads
into sales ready opportunities.
38. 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.
39. Here are 8 simple steps for
setting up a basic content
nurture program …
42. Understand what motivates them
Want to solve a problem
Education
Data/informational reports
Recommendation from a peer
Meeting other people like them that
have insights to share
43. 2 Outline the
basic buying
cycle of your
buyer.
?
AWARENESS
?
CONSIDERATION
?
PURCHASE
44. PIPELINE STAGE
BUYER’S OBJECTIVE
Awareness (TOP)
Prospect knows there’s a problem
that needs to be solved
Consideration (MIDDLE)
Purchase (BOTTOM)
FOLLOW
DOWNLOAD
PARTICIPATE
INQUIRE
ENGAGE
Prospect recognizes a need for a
solution like yours
Prospect seeks solution to their
need; ready to buy
VAGUE NOTION
OF ‘POSSIBLE’
SOLUTION
INTERESTED IN
A SOLUTION
RESEARCHING
VENDORS
EVALUATING
PRODUCTS
NARROWING
FIELD
REFERENCE
CHECK
NEGOTIATING
PURCHASE
KEY OUTCOMES
SUBSCRIBE
OPEN
VIEW
SHARE
46. PIPELINE STAGE
BUYER’S OBJECTIVE
Awareness (TOP)
Prospect knows there’s a problem
that needs to be solved
VAGUE NOTION
OF ‘POSSIBLE’
SOLUTION
ARTICLES
Prospect recognizes a need for a
solution like yours
Purchase (BOTTOM)
Prospect seeks solution to their
need; ready to buy
TREND
REPORTS
INTERESTED IN
A SOLUTION
Consideration (MIDDLE)
RESEARCHING
VENDORS
Q&A
EBOOK
Q&A
WEBINARS
STEP-BY-STEP
EBOOK
STEP-BY-STEP
WEBINAR
FAQ
SHEETS
DEMO
VIDEOS
FEATURE
GUIDES
CASE
STUDIES
ANALYST
REPORTS
TESTIMONIALS
eNEWSLETTER
EVALUATING
PRODUCTS
NARROWING
FIELD
REFERENCE
CHECK
NEGOTIATING
DEMOS
CUSTOMER
DATA
SHEETS
ROI
CALCULATORS
PURCHASE
CHECKLISTS
KEY OUTCOMES
SUBSCRIBE
OPEN
VIEW
SHARE
FOLLOW
DOWNLOAD
PARTICIPATE
INQUIRE
ENGAGE
PRICE
GUIDES
47. 4 Pick one piece
of content for
each stage of
the buying
cycle.
48. PIPELINE STAGE
BUYER’S OBJECTIVE
Awareness (TOP)
Prospect knows there’s a problem
that needs to be solved
VAGUE NOTION
OF ‘POSSIBLE’
SOLUTION
ARTICLES
Prospect recognizes a need for a
solution like yours
Purchase (BOTTOM)
Prospect seeks solution to their
need; ready to buy
TREND
REPORTS
INTERESTED IN
A SOLUTION
Consideration (MIDDLE)
RESEARCHING
VENDORS
Q&A
EBOOK
Q&A
WEBINARS
STEP-BY-STEP
EBOOK
STEP-BY-STEP
WEBINAR
FAQ
SHEETS
DEMO
VIDEOS
FEATURE
GUIDES
CASE
STUDIES
ANALYST
REPORTS
CUSTOMER
TESTIMONIALS
eNEWSLETTER
EVALUATING
PRODUCTS
NARROWING
FIELD
REFERENCE
CHECK
NEGOTIATING
PURCHASE
DATA
SHEETS
DEMOS
ROI
CALCULATORS
CHECKLISTS
KEY OUTCOMES
SUBSCRIBE
OPEN
VIEW
SHARE
FOLLOW
DOWNLOAD
PARTICIPATE
INQUIRE
ENGAGE
PRICE
GUIDES
49. 5 Create a targeted
email for each
piece of content in
the buying cycle
50. What is it?
Clear call-to-action
Image
CTA button
What will I learn?
51. 6 Create a targeted
landing page for
each piece of
content in the
buying cycle
52. Landing Page – Visitor gets to this page by clicking on
an email link
What is it?
What do they get?
Who’s it for?
Basic contact info
53. Thank You Page – Page visited once visitor submits
form
Download link
Share buttons
Call-to-Action #1
Call-to-Action #2
56. Schedule your content a little bit
at a time…
Nurture Progression
Schedule
Outcome
Email industry trend report
Day 1
Open, share
Send weekly e-newsletter
Day 7
Open
Send personal invitation to attend industry trend webinar
Day 10
Attend
Send weekly e-newsletter
Day 14
Open
Send weekly e-newsletter
Day 21
Open
Send link to recorded industry trend webinar
Day 25
View
Send weekly e-newsletter
Day 28
Open
Email Q&A eBook Report
Day 30
Download
Send weekly e-newsletter
Day 35
Open
Send personal invitation to attend Q&A webinar
Day 40
Attend
Send weekly e-newsletter
Day 42
Open
Send link to recorded Q&A webinar
Day 55
View
Personal invitation to attend product demo webinar
Day 60
Attend, Convert
64. Only score the campaign!
• Remember: Every action adds to the
prospect’s score and moves them closer
to becoming a lead.
• Don’t automate. Yet.
Get it right first. Then automate.
86. Call early in the morning, if
possible.
Morning is usually the best
time to reach people
directly, and often the time
that they’re most energized.
Tuesday from 7am to 10am is best!
Friday from 3pm to 5pm is good too!
87. Focus on the goal of the call
Inform
Qualify
Schedule
88. Avoid common mistakes
Don’t give the person you’re calling the chance to terminate the
conversation. For instance, you should never ask, “Is this a good time
to talk?“
Identify yourself and the name of your company. Never say, “How are
you today?” to a stranger. Only salespeople say this.
Go slowly with your introduction, breaking it into separate sentences.
Remember, prospects are still concentrating on something else. Give
them a chance to hear you and understand what you are saying.
Tell prospects why you are calling: to follow up on the email you sent.
Inject pauses. Give prospects an opportunity to speak if they want to.
92. Be persistent
80% of new sales are made after the fifth
contact, yet the majority of salespeople
give up after the second call.
– AllBusiness.com
93. Leaving a Voicemail
If you leave a voicemail (which you will!)
Prepare ahead of time!
Keep it short; the goal of the message is to
have them call you back, nothing more
Give your phone number slowly, and repeat
it once
Reference your last interaction (if there was
one!)
94. Leaving a Voicemail
Hello [customer name], this is Reed Overfelt, the CEO of FullQuota.
I am calling to talk you about how FullQuota - the leading provider of
inbound marketing and lead generation outsourcing services for
technology companies - can help [ insert company name ]:
1.
Get found online, and
2.
Generate more sales-ready leads.
Please give me a call back.
My number is: 855-317-1212 , 855-317-1212
Thanks and have a great day!
96. 3 Use assignment rules to
hand off and route
qualified leads to sales.
Day 0
Notification
Day 1
If untouched, reminder
Day 2
If untouched, reminder cc boss
Day 3
If untouched, alert executives
