Creating a comprehensive plan to nurture leads and drive them down the funnel can be difficult. Check out what Steve Krull and Liz Ryan have to say about you can do to unite marketing strategies across the funnel and bring in new business.

1. Is Your Marketing Funnel Broken?
How to Unite Your Lead Nurturing and Search Strategies
Liz Ryan Steve Krull

2. • CEO and Founder, Relish Tray Media
• HubSpot & Pardot Partner
• Experience: 14 years in Email Marketing.
Liz Ryan

3. Steve Krull
• CEO and Co-Founder, Be Found Online - BFO
• Believes in “Lead by Example”, collaboration and
teamwork
• Experience: 15 years in Search. 10 years agency
life.

4. Agenda
• Marketing Today = Magnetic Marketing
• The Highs & Lows
• Top of the Funnel: Awareness
• Big Magical Stuff
• Ideas & Tactics
• Middle Funnel: Consideration
• The Real Magic
• Bottom Funnel: Conversion
• Shake your Money Maker
• Closing Thoughts
• Download Me!

5. We Want You!!!
• To…
• Leave Happy
• Get Smater…lol we mean Smarter!
• Have Ideas you Can Test/Implement
• Crank up your Lead Gen Programs
• Succeed!

6. Marketing Today
Magnetic Marketing

7. Magnetic Marketing
• Is Marketing That
Attracts
Encourages
Enables
“We Loves
Customer
Centric
Inbound
Marketing”

8. Buyer: Relatively
uniformed
Buyer journey:
Linear
Marketing
Playbook:
Interrupt by cold
calls and ads
Then Buyer: Informed
Buyer journey:
Fluid
Starts with Search
(Google, Bing,
Yahoo)
Marketing
Playbook:
Thought
leadership thru
content
Now
Marketing: Then & Now
It’s changed a lot in 10 years

9. Today’s Marketing Funnel
Yesterday Today

10. How to Shorten the Time to Decision
Funnel Methodology

11. The Role of Content
Align the content you publish
with your customers’ interests.
Not just “What” you do, but
“Why”
Getting it right you earn
permission to market to them
and earn their business.

12. Magnetic Wrap Up
• You don’t need to be a Rocket Surgeon, but common sense & a
stepwise approach are good assets
• You need the right tools for the job!
• Content Assets
• Marketing Automation
• Digital Marketing Chops

13. Let’s go Funneling
Top of Funnel: Interest/Awareness

14. Creating Interest & Awareness
Content Starts this Party but
Search is Invited!
• Content
• SEO
• Paid Search
• Landing Pages

15. Awareness Level Content
How to reach today’s consumer
Content (website pages, blog
articles, social messages)
optimized for search and
social media.
Understand what content
pulls your buyers into the
marketing funnel, and use
that context to personalize.
Marketing
Funnel

16. SEO
Where is the best place to hide a dead body?

17. SEO
SEO focus has
changed and
continues to evolve.
Companies need to
constantly enhance
their strategies to
align with ever-
updating algorithm
updates.

18. Paid Search
Search query/keyword
• Choose keywords
• Write ad copy
• Set bids
• Launch on Google
• People search on
your search terms
• Interested users
click your ad and
visit client’s website

19. Paid Search
Advanced Techniques
• In-depth keyword strategy and process
• Portfolio Bid strategy
• Audience segmentation
• RLSA’s (Remarketing Lists for Search Ads)
• Product Listings Ads
• Ad extensions
• Copy & Landing page testing
• Search Funnel Attribution
• Cross-Device Measurement

20. We have Contact!
• Every Call To Action
should call for a click
leading to a landing page.
• The landing page fulfills
the offer where the
prospect submits
information prior to
receiving any content.

21. Landing Pages
Do’s and Don’ts
Do
• Gated giveaway
• Checkboxes for services of
interest
• Singular purpose
• Ad specific content
• Include images that show or
reflect offer
Don’t
• Free content
• Sell
• No ads
• Big NoNo! One landing page
for multiple ads
• No text only.

22. Interest Wrap Up
• Do the things that
generate interest in your
Brand, Product or Service.
• Develop Campaign Brief
with Strategy, Goals,
Expected Outcomes &
Reports before you begin!

23. Sure is Dark in Here
Middle of the Funnel: Capture & Nurture

24. Consideration Level Content
• Multiple Touch Points
• Many Messages
• Many Content Types
• Many Wrong Ways
So many touch
points and
messages can
create a long
decision cycle.
More
opportunities
for a decision to
be swayed.

25. So a visitor clicked your ad, filled out
your landing page form and
downloaded your content…but didn’t
buy. What next?
Marketing Automation
Businesses that use marketing
automation to nurture prospects
experience a 451% increase in
qualified leads.

26. Marketing Automation
Email
• Trigger based on action
• Target based on stage of the funnel
• Establish value through quality content
• Build a relationship
• Stay in front of prospects!

27. Marketing Automation
Keep the Funnel Moving
*Companies that invest in Marketing Automation see 70% faster cycle times!* *Bulldog Solutions
To be successful, increase the value of each touch through the
knowledge and consistency delivered by marketing automation.
Once you’ve attracted the right visitors and captured the right leads, you
need to transform those leads into customers with targeted, automated
email nurturing and social media interaction.

28. Personalization
Content informed by context and lifecycle stage makes it possible to
deliver targeted and consistent messaging.

29. Landing Page Elements: Dynamic and Personalized
Download the eBook
Personalized
Content
“Trident changed my life.”
J. Smith
Progressive
profiling

32. Me Buy!
Convert

33. Decision Level Content
Content at this stage provides instructions on how to move forward.
Maybe? YES!

34. Offers
Restate your Value. Remind of Benefits. Direct to CTA.
• Schedule your appointment today.
• Call now for your complimentary consultation!
• Add to cart
• Order now
• Register!

35. Conversion Process Recap

36. You’re Not Done
Deliver on your offer. If they convert or buy, email
them a confirmation…
Delight:
Upsell & referrals
Educate on how to use product

37. What Else You Got?
Final Thoughts, Q & A plus Goodies

38. Funnelicious Offer Ideas!
• Top of the Funnel (ToFu) Offer Examples
• Email Newsletters
• Checklists
• Ebooks
• Templates
• Whitepapers
• Middle of the Funnel (MoFu) Offer Examples
• Webinars / Podcasts / Live Event
• Case Studies
• Free Trial or Product Demo
• Assessments
• Bottom of the Funnel (BoFu) Offer Examples
• Free Trial or Demo
• Audits or Assessments
• Meeting or Consultation
• Coupon or Limited Time Offer

39. Landing Pages
Do’s and Don’ts
Do
• Gated giveaway
• Checkboxes for services of
interest
• Singular purpose
• Ad specific content
• Include images that show or
reflect offer
Don’t
• Free content
• Sell
• No ads
• Big NoNo! One landing page
for multiple ads
• No text only.

40. When Should a Lead Go To Sales?
Contacts In
Nurturing
Marketing
Qualified
Contacts*
Sales
Accepted
Leads
Opportunities
/ CRM Tracked
Revenue
Marketing Funnel Sales Funnel
Integrate your CRM with Marketing
Automation to know what prospects are
most qualified.
Sales must keep CRM data clean and up-to-date.

41. Final Thoughts
Strategic – Above the Line
Draft the Briefs
Objectives Before Tactics
Tie Marketing & Sales Together
Leverage the Technology
Be Not Afraid to Try
Tactical – Below the Line
Dashboards are King!
Know thy Tools
Tie Tech Together
Manage to Goals
Double-Sided Reporting

42. Yours to Keep
Lead Nurturing Dashboard
To claim, email MC@befoundonline.com
and mention “Caddyshack”