Merging Funnels

Alan.Joenn@CollierPickard.co.uk

www.collierpickard.co.uk/inbound-marketing.html

Experience is the thing you acquire shortly after the time you first needed it!

Our marketing• Web site• AdWords• Brochures• Newsletter• Trade shows• Press releases• Comparison site

Step into Inbound• Research keywords• Educational content• Re-design web pages• Nurturing campaigns• Calls-to-action• Start blogging• Social media• Start listening

The marketing funnel• Get found • Engage • Nurture • Convert ?

… not as simple as we thought! x

The sales funnelExample:• Lead score = 99/100• Qualified sales opportunity• Pass to sales funnel -but-• Lead discarded by sales

… wrong geography

The ideal customer• Traditional profile• Geography• Industry sector• Spend pattern

• Recency• Frequency

• Longevity

This doesn’t inform inbound marketing

The ideal customer• New buyer profile• Research places• News & RSS feeds• Social presence• Depth of profiling• Special interest groups• View or contribute?

This genuinely informs inbound marketing

Analyse & optimise• Buyer profile

Extended for inbound marketing informs social media activity informs keywords & content informs educational process inspires confidence improves SEO

One funnel• Drop the demarcation• Improve CRM profiling• Develop relevant social presence

Improve attraction & engagementInspire confidence

• Pass warm leads to sales• Improve close metrics

One funnel• Add inbound marketing

Improve lead quality Reduce marketing costs

• Driven by analytical CRM• And continually optimised

Collier Pickard outcome• Early adopter• Identify what works

… and what doesn’t• Publish guidance• Improve effectiveness-and-• Embed inbound marketing into CRM culture

What works What doesn’t

About Collier PickardCollier Pickard is a leading CRM consultancyfor the mid-market. A niche player.

From our UK base we help organisations align their CRM culture to the top level goals oftheir business … from start ups to blue chip,global operations.

Our team of CRM professionals has beentogether for nearly 20 years. We haveimplemented more than 400 CRM andsales/marketing systems. This gives us a deepunderstanding of best practice – what

worksand what doesn’t.