Become a MOFU Ninja (Middle-of-the-Funnel)

Reed Overfelt, CEO – FullQuota

IT’S TIME TO

YOUR MARKETING TRANSFORM

Becoming a MOFU Ninja The Art of Guiding Prospects from Awareness to Consideration

Your customers purchase in stages

Consideration

CLOSED

DEAL

Awareness

Purchase

An organizational model for your marketing and sales

Middle of the Funnel

CLOSED

DEAL

Top of the Funnel

Bottom of the Funnel

What is the top of the funnel?

SALES

PROSPECT

GET

FOUND

GENERATE

AWARENESS

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.

TOFU is just dessert

“ ”

MOFU is where the

beef is

“

”

What is the middle of the funnel?

SALES OPPORTUNITY

QUALIFY

NURTURE

CONVERT

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.

HOW?

Let’s for a second…

Up to 75% of marketing gets lost in

the middle-of-the funnel.

WHY?

Most leads

should never be passed over

to sales.

< 25% of Leads Are Sales Ready

s

✗ n

are

Sales says “Marketing isn’t creating enough leads.”

Marketing says:

“That is crazy! We

give you tons of leads.

You just don’t follow

up on them properly!”

Sales calls a few

unqualified leads and

finds they are a waste of

time – then they stop

calling the rest of the

leads.

Get agreement on

the different states

of a lead.

Step #1

10%

LEAD

20%

OPPORTUNITY Sales

Get agreement on

the qualification

criteria needed to

pass a lead from

marketing to sales.

Step #2

There are two basic components you need to

consider when qualifying a prospect.

+

Implicit scoring components

RECENCY

BEHAVIOR

FREQUENCY

Implicit buyer behaviors …

Behaviors Score

Submits “Contact me” form +15

Visits pricing pages +10

Watches product demos +5 overview demo

+10 detailed demo

Downloads late-stage eBook +5

Visits blog > 30 times +5

Implicit Score +50

Explicit scoring components

BANT

• Budget

• Authority

• Need

• Timing

DEMO-

GRAPHICS

• Company Type

• Company Size

• Industry

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

Which leads are ready for sales?

Implicit Score

50+ 24-50 0-25 0

1 2 3 4

Explicit Score 50+ A

24-50 B

0-25 C

0 D

Set up a series of

gates and scores

required to move

through each stage

of your pipeline.

Step #3

of

100 Points =

It’s Ready for

Sales

10%

LEAD

20%

OPPORTUNITY SALES

50 Points =

It’s a Lead

Set up a dedicated

lead management

engine to nurture prospects

into leads and then qualify leads

into sales ready opportunities.

Step #4

HOW?

Nurturing prospects

into leads

1

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

Guess What

Creating, optimizing, and promoting exceptional and unique

content are also the keys to nurturing prospects into leads

Why

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.

Here are 8 simple steps for setting up a basic content nurture program …

Keep it simple – at first.

Understand

your target

buyer

persona!

1

Want to solve a problem

Education

Data/informational reports

Recommendation from a peer

Meeting other people like them that

have insights to share

Understand what motivates them

PURCHASE

CONSIDERATION

AWARENESS

Outline the

basic buying

cycle of your

buyer.

2 ?

?

?

Awareness (TOP) Prospect knows there’s a problem

that needs to be solved

Consideration (MIDDLE) Prospect recognizes a need for a

solution like yours

Purchase (BOTTOM) 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

SUBSCRIBE

OPEN

VIEW

SHARE

FOLLOW

DOWNLOAD

PARTICIPATE

INQUIRE

ENGAGE

PIPELINE STAGE B

UY

ER

’S O

BJE

CT

IVE

KEY OUTCOMES

Map your

content to the

buying cycle.

3




solution like yours


need; ready to buy

VAGUE NOTION

OF ‘POSSIBLE’

SOLUTION

INTERESTED IN

A SOLUTION

RESEARCHING

VENDORS

EVALUATING

PRODUCTS

NARROWING

FIELD

REFERENCE

CHECK

NEGOTIATING

PURCHASE

SUBSCRIBE

OPEN

VIEW

SHARE

FOLLOW

DOWNLOAD

PARTICIPATE

INQUIRE

ENGAGE

PIPELINE STAGE B

UY

ER

’S O

BJE

CT

IVE

KEY OUTCOMES

DEMOS

eNEWSLETTER

CASE

STUDIES

Q&A

WEBINARS ARTICLES

CHECKLISTS

STEP-BY-STEP

EBOOK

DEMO

VIDEOS

FAQ

SHEETS

DATA

SHEETS

ANALYST

REPORTS CUSTOMER

TESTIMONIALS

ROI CALCULATORS

PRICE

GUIDES

FEATURE

GUIDES

Q&A

EBOOK

TREND

REPORTS

STEP-BY-STEP

WEBINAR

Pick one piece

of content for

each stage of

the buying

cycle.

4




solution like yours


need; ready to buy

VAGUE NOTION

OF ‘POSSIBLE’

SOLUTION

INTERESTED IN

A SOLUTION

RESEARCHING

VENDORS

EVALUATING

PRODUCTS

NARROWING

FIELD

REFERENCE

CHECK

NEGOTIATING

PURCHASE

SUBSCRIBE

OPEN

VIEW

SHARE

FOLLOW

DOWNLOAD

PARTICIPATE

INQUIRE

ENGAGE

PIPELINE STAGE B

UY

ER

’S O

BJE

CT

IVE

KEY OUTCOMES

DEMOS

eNEWSLETTER Q&A

WEBINARS ARTICLES

STEP-BY-STEP

EBOOK

DEMO

VIDEOS

FAQ

SHEETS

DATA

SHEETS

ANALYST

REPORTS

ROI CALCULATORS

FEATURE

GUIDES

Q&A

EBOOK

TREND

REPORTS

STEP-BY-STEP

WEBINAR

CASE

STUDIES

CUSTOMER

TESTIMONIALS

PRICE

GUIDES

CHECKLISTS

Create a targeted

email for each

piece of content in

the buying cycle

5

.

What is it?

Clear call-to-action Image

CTA button

What will I learn?

Create a targeted

landing page for

each piece of

content in the

buying cycle

6

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

Thank You Page – Page visited once visitor submits

form

.

Download link

Share buttons

Call-to-Action #1 Call-to-Action #2

Setup a

schedule for

sending the

emails.

7

People process information better in bite-sized chunks.

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 link to recorded industry trend webinar Day 25 View


Email Q&A eBook Report Day 30 Download


Send personal invitation to attend Q&A webinar Day 40 Attend


Send link to recorded Q&A webinar Day 55 View

Personal invitation to attend product demo webinar Day 60 Attend, Convert

Schedule your content a little bit at a time…

Launch the

Program!

8

When Users Report Reading Email

Opens by Day

Opens by Hour

Send emails in the morning

to boost opens.

Specifically, Wednesdays at 6am!

Track and score 9

• 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.

Only score the campaign!

YOU

HAVE A

LEAD!

NOW WHAT?

Qualifying leads into sales

ready opportunities

2

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

HOW?

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

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

Inside Sales reps spend

over 71% of their time

interacting with

customers (vs. <41% for field sales reps)

Inside Sales reps conduct

8 customer interactions

for every field rep’s

1 interaction.

So….

If you want

OPPORTUNITY

Dedicated inside sales lead qualification program

You need to set up (or rent!) a

Here are 4 simple steps for setting up a basic lead qualification program …

Create a tele blitz process

to contact and qualify all

leads.

1

Call, call, email, pause …

Day 1 Day 3 Day 4 Day 2 Day 5

Send

Intro Email

Pause

Day 7 Day 6

Before you start ...

Be prepared

Have a script!

Do your homework!

Practice,

practice,

practice!

MAKE THE CALLS!

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!

Call early in the morning, if

possible.

Inform

Qualify

Schedule

Focus on the goal of the call

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.

Finish the score!

Budget

Authority Need Timing

Ask for an appointment

at a specific date and

time for the next call.

Don’t one and done.

80% of new sales are made after the fifth contact, yet the majority of salespeople give up after the second call. – AllBusiness.com

Be persistent

http://www.allbusiness.com/sales/selling-techniques-telesales/1355-1.html

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!)

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!

Convert all

qualified

leads to

opportunities

2

SALES OPPORTUNITY

QUALIFY

Use assignment rules to

hand off and route

qualified leads to sales.

3

Day 0 Notification

Day 1 If untouched, reminder

Day 2 If untouched, reminder cc boss

Day 3 If untouched, alert executives

Don’t forget to

re-assign all

unqualified or

disengaged leads

to marketing!

4

QUALIFY

NURTURE

You have a

sales qualified

opportunity!

Visit .com or

Email [email protected]

ARE YOU READY TO

YOUR MARKETING? TRANSFORM

SCHEDULE A CONSULTATION TODAY

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