Merging Funnels

Stephen Darori 3XC Global Partners

Stephen Darori is on Linkedin

Sage - Global Vendor, Local Strategy

Sage is a leading supplier of business management software and services to over 6 m customers worldwide.

From small start-ups to larger organisations, we make it easier for companies to manage their business processes

3rd business management software vendor (Total ERP Software Revenue Market

Share by Vendor, 2008 (Source: Gartner June 2009)

Global

£1.439Bn revenue - FY09

6 m customers world-wide

13,100 employees in 26 countries

27,000 resellers, 40,000 accountants

Merging Funnels

Stephen Darori 3XC Global Partners

Stephen Darori is on Linkedin

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

Merging Funnels

Stephen Darori 3XC Global Partners

Stephen Darori is on Linkedin