Workshop presentation deck from Acumatica Partner Summit, January 31, 2017 in San Diego

1. How to Engage, Nurture and Close More
Prospects with Full-Funnel Marketing
Matt Heinz
President, Heinz Marketing
@heinzmarketing
matt@heinzmarketing.com

2. Agenda
2
Full Funnel Marketing Overview
10:15
–
11:00
Introduction to Full Funnel Marketing Tools:
 Pipeline Development funnel model
 Target account definition & criteria/characteristics
 Persona & buying journey matrix
 Lead & opportunity matrix
 Sales development overview
11:00
–
11:45
Instructions for working lunch
11:45
–
12:00
Lunch Break
12:00
–
12:30
Working lunch
Select 1-2 of above tools to develop
12:30
–
1:30
Review docs in pairs
Present to each other, provide feedback/recommendations
1:00
–
1:30
Tool presentations
 Participants present overview of draft tools
 Get feedback from Matt & the group
1:30
–
2:30
Wrap up and next steps
 Recommendation for completion back @ the office
 Availability from Matt to review, provide feedback further
2:30
–
2:45

3. Housekeeping
3
Copy of this deck
Offers for you
 Full Funnel Marketing – the BOOK
 Modern Marketer’s Field Guide
 Matt’s award-winning* smoked bacon recipe
Send me an email (matt@heinzmarketing.com) noting what you want

4. I am serious about bacon
4

5. Five keys to full-funnel marketing
5
Do the math (quantify what success looks like)1
Create a clear customer profile2
Map the sales and buying process3
Embrace revenue responsibility4
How will you measure it?5

6. Calculating what you need
6
Assumptions
Meaghan ASP $65,000
Jennifer ASP $75,000
John ASP $80,000
Opp/Close % 25.0%
Lead/Opp % 5.0%
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16
Meaghan Sales # 1 1 2 3 2 4
Jennifer Sales # 1 2 2 2 2 2
John Sales # 1 1 1 1 2 1
Total Sales # 2 3 4 5 4 7
Meaghan Sales $ $65,000 $65,000 $130,000 $195,000 $130,000 $260,000
Jennifer Sales $ $75,000 $150,000 $150,000 $150,000 $150,000 $150,000
John Sales $ $75,000 $75,000 $75,000 $75,000 $150,000 $75,000
Total Sales $ $215,000 $290,000 $355,000 $420,000 $430,000 $485,000
Meaghan Pipeline # 4 4 8 12 8 16
Jennifer Pipeline # 4 8 8 8 8 8
John Pipeline # 4 4 4 4 8 4
Total Pipeline # 12 16 20 24 24 28
Meaghan Pipeline $ $260,000 $260,000 $520,000 $780,000 $520,000 $1,040,000
Jennifer Pipeline $ $300,000 $600,000 $600,000 $600,000 $600,000 $600,000
John Pipeline $ $300,000 $300,000 $300,000 $300,000 $600,000 $300,000
Total Pipeline $ $860,000 $1,160,000 $1,420,000 $1,680,000 $1,720,000 $1,940,000
Meaghan Leads 80 80 160 240 160 320
Jennifer Leads 80 160 160 160 160 160
John Leads 80 80 80 80 160 80
Total Leads 240 320 400 480 480 560

7. Enumerating needs by role
7
Audience Drivers Pain Points Value Propositions (bullet points) Key Messages
Vertical #1
CEO
IT/CIO
CFO
CMO
Audience Drivers Pain Points Value Propositions (bullet points) Key Messages
Vertical #2
CEO

8. 8
8
One slide to
rule them all

9. Defining & developing trust
9
Trust
(Relationships + Content)
Reputation

10. 10
Only two sales stages matter

11. 11
11
Only two sales stages matter

12. The buyer’s journey
12
Loosening of the
status quo
Committing to
change
Exploring
possible
solutions
Committing to
a solution
Justifying the
decision
Making the
selection
BUYER’S JOURNEY
DISCOVERY CONSIDERATION DECISION

13. Leads & Opportunities
13
Stage Definition Sales Next Step(s) Marketing Next Step(s)
Leads
Open/Not Attempted
New lead, has not been attempted or contacted by sales Begin follow-up to get on the phone live to qualify as
opportunity
Provide scripts and response offers as needed to
increase call-backs
Attempting to Contact
Sales has begun the process of following the lead follow-up
process to reach the prospect live
Continue follow-up attempts via phone, email, "zero out"
to reach prospect live
Provide scripts and response offers as needed to
increase call-backs
Interested
Prospect has expressed interest in ABC Company and/or
achieving better results, and is interested in learning more;
full qualification criteria intent/purchase timeline still unknown
Once prospect has been qualified, either move into a
"Qualified" opportunity or move to Nurture (if timeline is
long-term or undetermined)
Provide collateral, case studies and other
information as needed to help prospect determine
sales intent
Nurture
Prospect is interested, but there is no near-term opportunity
to buy (prospect may have other immediate priorities, or may
just need more time to consider interest/intent)
no action Drip marketing to prospect 1-2 times per month with
value-added offers, until they're ready to engage in a
short-term buying cycle again
Unresponsive
Haven't been able to get ahold of prospect after
repeated attempts
no action Drip marketing to prospect 1-2 times per month with
value-added offers, until they're ready to engage in a
short-term buying cycle again
No Further Action Lead is not a qualified prospect no action no action
Opportunities
Qualified
Prospect has a need & budget, and is actively evaluating
solutions
Get demo commitment, plan next steps and timeline to
buy (or at least make decision) with prospect
Provide additional support tools as needed (case
studies, etc.) to help accelerate prospect interest
and buying cycle
Presentation & Demo
Demo has been scheduled or completed; working through
objections & questions
Get permission to present formal proposal Provide additional support tools as needed (case
studies, etc.) to help accelerate prospect interest
and buying cycle
Proposal
Formal proposal is in process or has been delivered outlining
terms, services, fees
Get verbal commitment to buy pending finalization of
terms
no action
Negotiation
Prospect has verbally agreed to do business; both sides are
working through final legal/term/service/fee details
Sign, seal and return baby! no action
Close Agreement has been signed and returned victory lap no action
Closed Lost
Opportunity has stalled indefinitely or is dead no action Drip marketing to prospect 1-2 times per month with
value-added offers, until they're ready to engage in a
short-term buying cycle again

14. A direct line to revenue growth
14
80%
68%
56%
44%
36%
0%
20%
40%
60%
80%
100%
Highly Moderately minimally ineffective None
5 ACHIEVING Revenue Goals by Degree of Integration Between Key Sales & Marketing Systems

15. 15
People & problems, not products

16. Marketing plan in 5 questions
16
What/who are your targets?
 Direct & indirect users, influencers
 Address entire buyer ecosystem
1
What do they care about? What outcome are they seeking?2
Where do you find them?3
What or who influences them?4
How do they want to engage and (eventually) buy?5

17. 17
17
What do your
customers
care about?

18. The buyer progression
18
Solution
Problem/
Pain
Objective/
Outcome

19. 19
19
How to develop a
“strategic plan”

20. Creating Traction
20

21. 21
21
A Culture
of Failure

22. 22
22
Competing
against your
future self

23. Questions your CEO should be asking
Show me your model1
What problem are you solving and for whom?2
Who is your target customer and why?3
What is your sales process?4
Who is selling for you and how are you measuring & managing them?5
How are you going to generate leads?6
How are you going to decrease acquisition costs over time?7
23

24. 24
Seven traits of outstanding full-funnel marketing professionals

25. 25
25
1
Revenue
Responsibility

26. Revenue responsibility in practice
Quick sales vs. lifetime value
Good sales vs. bad sales
 Expensive customers, higher churn likelihood
Can you buy a beer with it?
Business vs. commission check mindset
26

27. 27
27
2
Focus

28. Attributes of a focused marketer
Daily plan
Evening evaluation & recalibration
Minimized distractions
Effective triage
Distraction management (internally & externally)
28

29. 29
3
Customer
Centric

30. 30
30
This doesn’t write checks!

31. 31
31
They did it.
4
Personal
accountability

32. Accountability means…
Transparency
Constructive criticism & improvement
Macro & micro calibrations
Proactive adjustments
Daily discipline
32

33. 33
33
5
Technology
competence

34. Is your tech helping or hurting?
What problem does it solve?
What does it automate or accelerate?
What is your system or process?
Can it scale beyond you?
34

35. 35
35
Key #1: Start with the problem & outcome

36. 36
36
Is the tail
wagging
the dog?

37. 37
Key #2: Align to Impact & ROI

38. 38
Key #3: Establish requirements up front

39. 39
Key #4: Work with IT

40. 40
Key #5: Integrate with existing systems & processes

41. 41
ACT
DECODE ORIENT
OBSERVE
Key #6: Practice the OODA Loop

42. 42
BONUS #7: Quarterly Reviews

43. 43
BONUS #8: Be deliberate

44. 44
5
Agile mentality

45. What is your tolerance for chaos?
Speed and focus amidst change
Quick recalibration & new game plan development
The power of humility
45

46. Empathy
46

47. What empathy means…
For your peers
For your sales organization
For other departments
For your customers
What is important to THEM?
47

48. Five recommendations
Know your customer better
Focus on building consensus internally
Prioritize early buyer stages
Establish key metric baselines & goals
Develop systems, processes & habits to execute consistently
48

49. Housekeeping
 Copy of this deck
 Offers for you
 Modern Marketer’s Field Guide
 Full Funnel Marketing the BOOK
 Matt’s award-winning* smoked
bacon recipe
 Send me an email
(matt@heinzmarketing.com)
noting what you want
49

50. Thank you!
Matt Heinz
President, Heinz Marketing
@heinzmarketing
matt@heinzmarketing.com