Part 1: What is an Enterprise Inbound Marketing Funnel?
Part 2: Setting Goals for your Marketing Funnel
Part 3: Bringing Visitors through your Marketing Funnels
Part 4: 4 Types of Inbound Marketing Funnels
Hi, this is Roger. This is the last video in our 5 part video series on creating sales and marketing automation in inbound marketing funnels. Today I wanna tie all these pieces together from the previous videos. Now if you haven’t seen the previous videos, all the links are downloadable below this video so that you can get a chance to review them. But I am going to cover all the individual pieces right here right now.
So we have talked about how we’re trying to move a contact all the way through the contracting phase turning them into a buying customer. Now when you are creating content for your funnels, you set up this beautiful marketing automation funnel – it’s got all of your emails, your landing pages, your workflows, it’s got all of your interesting qualification questions, it’s got strategy sessions, assessments, whitepapers, lead magnets, case studies. It’s all built in there. But the person doesn’t naturally flow all the way through here to contracting on their first try. They stop somewhere along the line. You are gonna have to go back into those funnels and you are gonna have to do extra effort to continue to move people through. This is where the automation part becomes really really powerful.
Most people try to move people all the way through their funnel and then people don’t convert, they just leave them there. More than 90… actually I take that back… 87% of the businesses that we talk to have that exact problem. They have funnels in place, they try to put people through but if the person doesn’t close their first time through the funnel, then they stop. They no longer work on that individual, of course, until they need money and then they go back again and they try reactivating these relationships but by then it’s too late. The second that somebody enters into your funnel you have an obligation to them to carry them all the way through to contracting no matter how long it’s going to take. You have to know where they are in your funnels so that you can create content that directly engages them where they are in order to try to move them forward. I am gonna go over those individual pieces with you now.
So we talked about how we want to turn a contact into a marketing qualified lead. We typically do that through the use of a lead magnet with a qualification and interest based question. When you are doing sales and marketing automation for enterprise or an organization, or if you are an enterprise or organization, software, business services, financial services, construction, pharmaceuticals, you are typically not gonna give a lead magnet just for a name or an email address. It doesn’t do you any good. You want to establish some interest and some qualification with those people. So asking them – how big is your company, are you interested in this topic or talking to us in the future – making sure that you start to establish those boundaries now. We call this the Awareness phase. This is where you are trying to acquire a lead. If you remember the other videos that we have done in here, acquisition is part of the four different types of funnel elements. The awareness phase is the type of content that you are gonna create, you are trying to create a content that shows them that you are the expert in your space, that shows them that they should be interested in listening to you and that you value your relationship with everyone that views your content.
Once they are marketing qualified lead, you want to turn them into sales accepted lead. We do this through offering strategy session or an assessment depending upon which one of our funnels they are coming through, which product line, which partnership they are coming through. And again, they can’t just say – yes I would like a strategy session. We want to ask them qualification and interest based question. Again if you look at this, by the time that they can even request the strategy session or an assessment, we’ve asked them two qualifying questions, we’ve asked them two interest based questions, so we know that they are legitimate and it’s worth our time to get on the phone with them. This is what they call the consideration phase. So remember, I said that this video is about what you do when somebody doesn’t just naturally flow through. And then within two days they become a sales acceptance lead but then they stop. You don’t have a phone call with them or they weren’t qualified at this time. Or they just told you that they were interested but they are still on your list and they have requested something.
As there in the consideration phase, now you need to talk to them more directly about your product, service or your pain-solving solution. They are considering whether or not they wanna move through your funnel. They are not gonna do it for the sake of doing it. They are gonna do because they are considering buying something from you. You have to feed them content that is part of the consideration phase. Something that shows them why your product or service is the ideal thing to solve their unique pain or help them to reach their specific goal.
Once they are sales accepted lead, you want to turn them into a sales qualified lead, which means that the answers that they have given describe their budget, authority, need and timing, so that you know that it’s right for your sales team to take over. These are the marketing activities, here is where it starts translating into sales. These are two different divisions that are conjoined in the success of your business. This is typically done on a Discovery Call. Now you can sell directly from a strategy session typically on a assessment you might position some type of low-end offer such as coming to an event or saying – hey I want to set up a discovery call with someone in our account management team based on the information given to us in the assessment, we have a solution that can help improve your overall business. What we are trying to do here, we are trying to activate them. You have acquired them as a lead, now you want to activate them as a potential buyer. The reason you want to do this is so that you can move them into an opportunity.
Down here in the opportunity, now they are in the decision phase. You qualified them and received interest information on them twice, you know their budget, authority, their need and their timing, you tell them the assessment and strategy session with them but you haven’t closed them yet. So now you are going into what we call the PGW – the pain, goal and want. You need to know what their pain is, you need to know what their goal is and you need to know what their want is, so that you can position maybe through a demo if you’re a software company, a live case study if you are – say a pharmaceuticals, that you want to talk about the success of your drug in the past. To show them that you understand their pain, their goal and their want, and that you can help them to solve their pain, to achieve their goal and to deliver their want. That turns them into a contracting and a closed contract.
This is the decision phase and the monetizing phase. So let’s say you get somebody on a discovery call and you go through everything, they come to an opportunity, you do your whole presentation to them, you show them that you understand their pain, their goal, their want, but they are not ready to buy. That doesn’t mean the conversation is over. That means that they are in the decision phase. So they are an ideal candidates for additional case studies. Everytime that you have a client success story or somebody gives you a client testimonial, those are the people that you want to be sending this to saying – hey we just served xyz client, we helped them increase their marketing ROI by 300% in 12 months, here is exactly how we did it and what we did. You are just trying to reengage them to move them from the decision stage to monetize them to sign a contract. So it’s important for you to understand these phases of awareness, consideration and decision, because not every person is going to flow directly through your funnel, not every person is going to participate in the funnel the exact way that you want. You need to have the checks and balances to acquire them, to activate them, to monetize them by speaking to them at where they are in your funnel. Are they looking for awareness, are they looking for consideration or they are trying to make a decision that they just need more information that gets them to do that.
I am Roger with Enfusen. Now the comments section is open below, feel free to send us over any questions you have on this video or any of the other videos. This is the 5th part of a 5 part series, so I have put the links below this for all of the rest of the videos so that you can take a look at all of the information that you need to create enterprise level funnels. Thank you.
Welcome to the blog of Roger Bryan. Keep up to date with the latest trends in Data Driven Marketing, Machine Learning, Artificial Intelligence and the occasional book review!
SEO Consultant Roger Bryan
775 Elm Ridge Ave
Canal Fulton, OH 44614