Boost Your B2b Lead Generation Funnel for Non-Profit Organizations

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okay there my name is Andres engage and I'm the founder of get leader and today I wanna talk about the full final lead generation and sales so I want to share as a proven process how to build an effective lead generation machine and effective sales process for your company I will show you some examples I will show you the most common mistakes b2b companies make so you can replicate this framework in your business and you'll be able to create a steady flow a high quality b2b lead so stay tuned and let's start with most common marketing challenges recently HubSpot who is in charge of state of inbound report surveyed b2b marketers and sales team from all around the world and they are what I our top company's marketing challenges so in this chart you see that the most common challenges are generating traffic and leads proving the ROI of our marketing activity securing enough budget identifying the right technologies for our needs managing our website targeting content for an international audience and so on basically let's let's work on the three biggest marketing challenges so it's generating traffic and leads proving the ROI of our marketing activities and securing enough budget what does as challenges mean in simple words this fact means that marketers aren't sure and can't prove the efficiency of what they're doing we can also simple translated that companies don't know what to do how to scare the business how to create a predictive and steady flow of quality leads and that's why they can generate enough traffic they can generate enough leads to fill in the sales pipeline and they can't prove the ROI of their marketing activities so actually when I asked when I start working these companies as b2b marketing consultant I always like I always ask before starting the corporation about the existence sales processes about the previous lead generation company and what has gone what what campaigns were affected which campaigns generated the highest possible ROI which campaigns were ineffective and why and I always ask about the customer journey and the sales process in this company and in case in case when I am asking about the customer journey in most common cases I don't get reply because the companies don't have a documented customer journey but they eagerly share with me the sales process I have in their company and this sales process is always company centric so remember that famous film called the boiler room whereas the guys were cold calling the people and trying and trying to persuade them to buy some stocks and when it was like the junior sales reps or so-called B's devs business development managers they tried to call people that try to persuade them and when the person agreed so that says this person was qualified and was eager to talk about buying the stocks they I mean the B's devs they gave the contact to the senior sales rep all that say Sales Manager field sales manager doesn't matter how we call it and this person was in charge of closing the deal so this is how most companies describes their sales process so they have a demand generation teams they run some paid acquisition campaign probably pay-per-click Google display ads or maybe run some running some ads on Facebook maybe trying to run some ads on LinkedIn and so on and for sure as I have outbound processes in place so they try to outreach send call email to as many leads as possible and they have events and they try to pay to play the game of numbers when it comes down to treat so they try to spam as much as maximum people as possible trying to get some positive response and in case if they see that somebody responded to the outbound emails they have a discovery call and if this person was qualified and if this person cast let's say we can apply the most primitive sales qualification framework called be a empty budget Authority needs and time line so if this person was qualified they send in the proposal and then we have till 1 or D lost status and that's pretty also that's why most companies like I mentioned are limited to several channels like pay-per-click campaigns or outbound and in most cases outbound is very primitive is very annoying like you see on the screen shots of people sending cold emails like have you thought about herring and offshore help and then decided not to go that path because of horror stories so some great facts which I really doesn't matter and there here we can see a bad qualification they didn't even thought about was I need this services or no and definitely I'm not a target audience and the same on LinkedIn so people try to send you a connection request and when you accept a connection request you get this spammy message like I look into mobile apps development and I'm always wondering vitals I think I was I was in need of any kind of development so this is really where houses family people are going they try to persuade me to share my contacts to schedule a call with them and so on and that's why this outbound campaigns suck and that's why that most sales process and as in b2b companies and most lead generation campaigns are so ineffective because if you'll see if let me go to the previous slide so if you'll see this company centric sales final sales process if I if I'll ask you where I work where this is the biggest drops people can say so like we see biggest drops like in from discovery calls the proposal of my different proposals to the vault so still quarter ratio is low and they just try to think that probably the quality of salespeople is low or maybe zee-bees depths are low quality and so on and they don't understand actually why they have a broken sales cycle and they have no clue how to improve it so we'll talk about this later and the question is what was missed in that customer centric sales process so what's missing first we don't see a buying committee here and you know that in between we have a long sales cycle we have several decision-makers so by buying committee I mean several people who influenced the decision making process who take part in little in the research who negotiate who approve who considering a proposal so all these people involved into the negotiation process and I call these people buying committee pint routes so and if we'll take a look at customer centric sales process you'll see that we focus on what we want to do so we want to send some spam emails or we want to try some let's say creative ads and try to persuade people to schedule a meeting with our team with our sales reps but we have no clue how these leads are buying the products or services like ours so we don't focus on their buying process and that's why we can't improve ourselves and lead generation process because we don't understand what exactly didn't work next step bottlenecks and blockage points so for example let's pretend that you have like yo biz dev generated a meeting for your sales rep so sales rep ran a discover call he actually had a conversation with a decision maker so let's pretend the ideal situation and actually after the discover called the decision maker agreed for a pilot project for example or like to start working on a small scale or doesn't matter what their cell so it depends and actually he asked for the proposal and you sends a proposal and suddenly you don't get any reply you don't get any feedback and after several weeks you get a like reject from the side so the good cuz the prospect delete rejects your proposal and you are wondering what what went wrong so basically you can assume that the proposal language was wrong or the sales rep did bad qualification during the discover call or maybe something else but if you for example if you know the buying process and if you understand the buy and motivate you can and if you understand how do your leads buy the products like yours you can assume that with the proposal the decision-maker or let's say the champion inside that account who sends the proposal to the decision-maker he was like he was by default expecting that you sent also for example a budget that justification or some kind of case study or a calculator so this champion can prove that this like buying your product would be a good investment for this company and you didn't Sam is that's why the deal was lost so so now to understand this you need to understand the buying process and the possible blockage points you need to solve during this buying process and the last thing is this is what I called moving through the black hole consideration so this is the kind situation which I described previously when you have several people who are involved in the negotiation process and you for example you had a negotiation with let's say a champion inside this account so a person who is interested in your product and this person agreed to work with you but need to get an approval from the CEO from the CFO and you send the proposal and you don't know what's happening inside this organization so your manager just told that he also sent your proposal to the decision maker and he's waiting for the approval so be from like the process I have described we have no control on the sales process we have no clue we don't understand how we can influence the sales process so we're just waiting for the feedback and the feedback could be like got an approval and we continue with your product or with your service Oh like I didn't get an approval so sorry guys we need to stop here and we have no idea how to move in through this black hole consideration so what all those facts mean this facts means that you depend if you have this customer sales sorry company sales process home company centric sales process and sales follow in most cases you depend on several big customers so if they cancel the cooperation with your company a company will lose a considerable part of revenue so that's why it's really important for you to fill in the sales pipeline regularly because otherwise you will be a lack of crash and the second reason that you don't realize what is working and what doesn't work like I described on the previous slide you don't have a scalable and predictive lead generation and sales processes so your Avenue doesn't increase or even decline you also need to focus on quick win tactics like called emails link it in spam connection requests or in mails to fill in sales pipeline which little database burn out so you need like I mentioned every time you need to feed your people to feed your teams you need to drink and you fresh blood your sales pipeline so that's why I don't have time for some strategical campaigns you don't have time to prepare some surgical marketing messages or marketing materials and you need to always play the game of numbers and spam people massively you don't also nurture and sell to leads who are on sales ready which means you are missing up to 97% of opportunities and we'll talk about this bit later so you'll see that in this process if the lead didn't react to your paper click campaign let's say they paid equitation campaign sort of bound campaigns you don't know to them you don't try to build a relationship with them and feel simply loss the opportunities you focus only on sales and don't expand business with the existing customers so it's also the biggest problem I see while working this b2b companies I see that when the deal is closed they simply don't focus on expansion and they're just trying to focus the brink and you lead a new customer to the company instead of creating a great case study instead of working on customer success helps this customer to get the maximum from your product or service and expanding sizes account trying to upsell some services trying to upsell some products are just work on new projects and without these if these processes I mean post Postal Service and expansion if the services are undocumented like in many companies you need to like a new blood and you fresh blood and yourself by playing every month and it is costing you more in sales and marketing to acquire your customers and you make from each sale as well you don't understand the gaps in your sales funnel and waste marketing budget so in this case like I mentioned your pay-per-click campaigns might not work because you don't understand the buying process and if you for example instead of driving the traffic to let's say a landing page where you suggest to schedule a demo call you can write you can run / / click campaigns - white paper ends and get the contact and nurture leads and then qualify them and try to sell and because of the complexity buying process because your buyer will need to they have some concerns they have some they have some standard research process and they need some proof some information the first are starting to consider your proposal and we'll talk about this late and these presentations last thing is that you do lots of marketing activities but they don't seem to be clearly leading towards a sale and that's why most marketers tend to answer that their challenges actually the second challenge is to prove the ROI of the marketing activity so they maybe write some content they do some webinars they run email newsletter but all these activities aren't Alliant with sales and they're not clearly leading to sales and that's why marketing is unable to show the ROI on their programs so what's the solution the solution is to create a full funnel or customer centric marketing and sales machine so it's mean by machine I mean the lead generation and sales process so to describe the full final approach I use this marketing hourglass I adapted the conception which was preliminary created by John yarns from duct tape marketing so adapted his marketing hourglass conception to b2b to describe the full funnel marketing so you'll see that we have two separate processes the first one let's say as a marketing part where we need to attract attention to build the credibility to get the contact and notion needs and qualified and then we have a sales part where we need to close a deal where we need to bring kappa sales service to help the customer get the maximum from the product of from the service and then we need to expand we need to upsell or we need to get a reference from that customer and retains his customer so when you are playful funnel marketing your lead generation and sales processes always will be based on your customer buying process so it's not like you just figure it out that you need to send outbound email and suggested discovery call and then proposal so you first of all you figure out the buying process inside your ideal customers and then you adapt you create your sales process based on the buying process and I will show how to do it step by step in this presentation as well marketing is tightly aligned with sales and every activity has a clear purpose of moving the prospect further down the funnel so you'll see in this process we step by step like we have several stages in this case we have seven stages and all the activities Alliant moons are actually all the activities aligned around moving the lead further to the next step in this sales and lead generation and sales process so as well we see that we have here lead nurturing where you need to nurture and other the concerns objections and doubts of the entire buying committee so we try to engage with all people who are somehow influencing the decision making who can drug the deal and we are engaging with all of them you also continue also take control and the first service and the count expansion processes which are not normally documented and most b2b company but here we see that these are also let says these are two critical stages where you can retain your customer and where you can generate anywhere you can upsell and expand your business or you can generate a referral from your existing customer so these processes also need to be documented and as well you have a clear view on what is working and what needs to be fixed so let's let me share let me show you how to build a full final marketing process so the first step is always a market segmentation actually to figure out the most I get the question how to figure out the most promising market segments so here like here is a very brief description on what you should to do you should figure out let's say you should first of all you should brainstorm or based on your historical data you should put down the maximum marketing segments who can buy a product and then ever adds I'm on the criteria I will give you so I use the next criteria competition lifetime cycle segment gross amount lifetime value of a relative's closeness and solvency and profitability sold by these ten criteria you can evaluate and grow out the most promising market segments which will give you a clue what to focus on because you know unfortunately in b2b you can't be you can't target a broad market otherwise your lead generation will always suck so this is really important and if you want to learn more about market segmentation you can visit get leader dot-com slash market segmentation workshop and learn more about this but basically the first step is to figure out this market segment by profitability I mean how much money is is let's say the margin which you have while working business market segment solvency means whether this market segment has money or no let me back to the frost one competition means whether the market segment is very competitive or know whether the competition a strong cannot amount by amount I mean how many leads are inside this market segment lifetime cycle means whether this elite can stay with you for years or just a one-time deal segment growth is this segment increasing or declining lifetime value it's a bit different from lifetime cycle because you can sell you can like have one-time deals but huge six seven figure contracts and that's why lifetime well is and as indicator which we try to evaluate or we can have a customer for years but have let's say business models monthly recurring revenue so we sell for example a lot of tickets us and sell it for six five years and the LTV could be less from one-time huge deals experience so do we have experience working with this market segment where relative whether this was a customer from this market segment are willing to refer our company give the recommendation or they try to they prefer to work under the non-disclosure agreement closeness how easy is to get to the decision maker and solvency like I mentioned whether they have money or no profitability is emergent so the next step when you figure out the most promising market segment is to develop an ideal customer profile and I see this mistake everywhere didn't have project where I didn't see these mistakes of companies tend to create some kind of universal buyer persona by uniting the data from different customers from different market segments but all customers aren't equal so you have some core customers who generated more money who are much more profitable for your company and different you also should remember the different market signals have different needs and different buy and prod so that's why you need an entirely separate these market segments and create a separate ideal customer profile for every market segment so as far as Appy I have a blog post called the ideal customer profile and you also you also see as this article and the content hub so as for the ICP you have a very standard criteria like location team size tech stack etc but I suggest you to focus on and enrich your ideal customer profile with the next question what leads them to buy products like yours so with help while answering this question you understand what motivates them to buy products like a services like yours what are the triggers that motivate them to start looking for the solution what factors influence their purchasing decision and this way you can figure out what could be a very proposition or what you should point out or underline in your marketing messages what are the current challenges that are related to a business so this like answering this question will give you some idea what kind of content your customers your leads need how you can attract the edge and generate more value to them what are the problems your product solve for them so it's definitely people don't buy the product they buy as a solution of problems and you need to understand what problems you solve for them what might happen is this problems won't be solved and when you answer um you'll answer this question you have an idea of Z pain points why did they choose your company and this is great how you can polish your value proposition when you understand your benefits your the reasons why do they choose your company what do they love most about your product or service and other reason another information you can use to polish your value proposition what social media does a regular use and this way you can figure out what social media you can use for targeting your prospects and what social media you should avoid because in many companies I see like when they hire a new market or agency and that also for example let's try the Instagram ads and it's really well to hear this when companies try or just I eager in to waste some money on Instagram without realizing whether like whether the target audience is on this platform alone which industry blogs websites or influencers as a following and this information will give you an idea what industry blogs you can use for example for guest posting or for some other activities you can use to attract the attention of your target leads who is also involved in the negotiation process of with whom they consult before buying products like yours and this way you can understand the buying committee structure who can who could be an influencer inside your target accounts who can block the deal and you'll have a clearer picture with what Charles you should engage if you want to close the deal successfully so the next step is defined by an committee because like I mentioned previously b2b markets we don't have like it's where rare it's a rare condition when we have an only one decision maker so in most cases we have several decision makers or several people who engage with our company who somehow influence the decision making process and our goal is to define the buying committee so you need to expand the ICP to do Gibran's who are involved in the negotiation process Frost is identified by an committee structure champions these are the people who let's say who resolved this solution like yours who need the solutions products or services like yours and who negotiate with your company and who these are the first people you can view the relationship and how my friend Carl Crawford taught you can make your first friend inside your target account so second a group of people a decision maker so it's obvious these are the people who can approve or disapprove the deal influencers these as a people who didn't engage with your company or could simply not engage at always your company but they can somehow influence the decision making process example you have agreed with a chief marketing officer and you platform and the CIMA also got an approval from CEO but then the for example the CTO or VP of IT plugs the deal because he told that this platform is a bad fit to the IT infrastructure so this is an example of influencers but at the same time you had a head of sales who told this is a great idea to this platform because it will somehow also help the salespeople be more productive and will help to align sales and marketing activities and you didn't have any conversation with salespeople of his head of the sales but he influenced the deal and bloggers like I mentioned the VP of IT told that this platform is a bad fit to the existing IT environment and he could somehow block the deal so we should identify all these people job halls and the next step we should identify the reasons to block the deal so why could they block the deal what actually what can trigger them or what as a motivation to block the deal you should identify organization pain points so you can address your marketing message to their pain points and you can also brainstorm unique selling proposition and unique selling amplifiers to deliver value and to focus on this blockage points so you can pinpoint to the benefits to these people so you can overcome their objections and as well brainstorm drivers for every buying committee members that can motivate him to push the deal so you should think about how you can overcome the blockage points and what can what can you do to motivate these people to push the deal so here you can see a buying committee example you have a champions you have influence or so I made a screenshot from the existent project but actually left only the information that I can share but just to give you an idea so you can see here champions you see influencers you can see decision makers bloggers reasons to block so you should down all this information here our organization pain points well a preposition and driver so you also put what can motivate the job roles every of the buying committee member what can motivate them to push the deal further so when you finish with this you can define the buying process or customer journey by from my point of view this is really the same so the customer the customer journey is the process how your customers buys the product or services like yours so as far as you that you already got the ideas that you should also identify the buying process of every buying committee member so you don't create a customer journey for only one job role but if you have a buying committee you should identify the brand process of every bind committee member so you should think about the steps or stages when the decision makers and influencers and bloggers join the buying process you should understand where they joined the negotiations because this way you can influence this black hole consideration process and you can armor your champion this content always arguments that will help them to push the deal and sex and help you to close the deal successful so to influence this black hole consideration process and to influence both decision-makers blockers and influencers you need to list out their concerns objections and dubs at every step and let's see on the practical example on the right side you see the b2b champion customer journey example and this is like it's just an example which is not tied to any real project so let's pretend that first of all our b2b champion identifies a problem and then he researches for possible solutions and then like he somehow finds your product or service and this is a typical buy and so this is a description of a typical buying process then he wants to learn more about the product or the company the next step he wants to see the product in action and he wants to see that this terminals and niche case studies prove that this product works next step is what is called a bleedin neck term I got from the Perry Marshall which I really love so by bleeding neck I mean do they have an urgent need because if they don't have an urgent needs they simply stop the research and if they have if they have a bleeding neck they might consider as an alternative so they want to see what our other server service providers for on them in the market or what as as a product they can use and if after this additional resource they decide to seek stick to your solution they want to be sure the product is the best fit in this category and they want to compare it with two other products and vendors if you successfully pass a step or let's say your lead successful like for your success for your legs they just decided from their manual results that your product is the best feed they might ask for the proposal and when they are asking for the proposals they want to be sure there's a good road justification so when they receive your proposal they involve buying committee then if they get an approval they involve legal and after the approval they purchase a product or service and pANSA approaches after this I want to get the maximum because like they were in charge of these investments and they want to prove to their boss that this was a good investment so they want to get the maximum and if somehow they succeed with your product they want to leave a testimonial or recommendation and if you have if you had ever seen stats by cup spot on the 91% of sales people ask for the recommend I'm sorry only 11 percent of sales people are asking for recommendation while 99 and 91 percent of b2b leads eager to give a recommendation so this is a typical example of the buying process of the customer journey which is very far from the sales process I have I have shown you in the beginning of this presentation and you see that we have an step where as the champion involves buy and commet and on the left side you see an example of b2b decision makers for example the civil CEO he receives a proposal from the champion the next step in his buying process he want to see a comparison report with the alternatives so he wants to be sure this is a best product service provider then he wants to see the impact on their business because like they're not they don't care about the tax tag but they care about the impact on their business sense I want to see a royal or budget justification and also they might want to get the opinion and the confirmation that the product service is a great feat from other decision makers for example from legal for my tea from sales from any other department that's why I mentioned it is really important to understand the buying committee structure and if he gets the opinion that the product is a good fits he approves the proposal and if he doesn't get a positive opinion he rejects a proposal and this is an example of the black hole consideration so when you understand this process when you understand the buying process of every one committee member you can influence this black hole consideration so the next step in building a full funnel lead generation and sales machine is to define the steps to address the buying process and here's an example let's pretend in our case how we can address all the buying process steps or customer journey step so it interface a problem let's start with the right side with b2b Champion customer journey so identifies a problem we can use top of the funnel content targeting we can use outbound outreach while send in our content leads webinar search engine optimization research as possible solutions we can use search engine or social media because for example our target champion might visit a specific niche unity on Facebook and last question sir you can also help to find your product or service with the help of gas boss that's why we asked that's why I gave you a question what websites wood blocks to your target audience regularly visits at how you can attract the attention you can appear on the podcast you can also visit when there is it and you can use you can somehow contact this and for quiz influencers they are following and so on once the loan more about the product of the company so when you attract the attentions I want to learn mine you can you have a website you can link it in profile you need a niche positioning and social proof to build an initial trust want to see the product in action so they want for example if you are selling sauce you can suggest I'm a product video on the comm page you can suggest that Dimmick all you can suggest sign up for a webinar and so on want to see it is this terminals and niche case studies so you can have some case studies or success stories or interviews with customers on your website you can have a YouTube channel and record a video interviews or if you're selling sauce it is also important to ask your customers to write a public testimony on portals like g2 crowd or kaptara where people can also wear leads might be seeking for external reviews of your product so next step does he have a bleedin neck and in case if he has he might considering other alternatives and this way you can send the comparison reports and if you just already got the full funnel idea so you might got a content of this lead and you can add them to the lead nurturing sequence and send the comparison report and if they stop research you also you don't stop and with them you don't stop building the relationship you can add them to the lead nurturing sequence and further generate and demand by step-by-step providing the best solutions and show that how your product can generate additional value to their business wants to be sure the product is the best feat in this category and want to see the comparison to other products of Randers so again you can see you can provide the reviews by influencers you can use the GT crowd or kaptara clutch reviews ask for the proposal and wants to be sure there's a good ROI a justification and from my point of view this is a big mistake sales team megsie just sends this proposal without pinpoint into the right justification so you can visit your proposal you can send a right calculate or you can again sent a comparison report you can sent in each case study and this is important because you know that on this stage decision-makers are joining the negotiation process and like CEO let's see the left side by and protest by CEOs he receives a proposal from the champion and with a proposal you already figure it out they want to see a case study and ESPN players they want to see the comparison report so you send all the stuff and they also want to see the implicants our business that's why you are sending them is the ROI calculator and for example a next step is to get approval from other departments you can use like for legal authority you can use product or service certification if it's just a very brief example of how it works and they approve the deal so what you can do you can yah lead just bought your product or service and you want to get the maximum you want to prove to the boss to the CEO that it was a good investment we need to help them and on the stage you use and Borden you can use some educational webinars you should track the customer satisfaction index that customers are satisfied because you know like in most cases customer won't tell you that Samson went wrong but they will be silent for weeks or months and then they suddenly cancel the contract with your company and you lose customer so it's your duty to track the customer satisfaction and be in charge of these and you also should take care about the last product process about the expansion so in this case and getting the referrals you can ask for the video interviews you can ask for the case studies you can ask to leave the public opinion on GT crowd on cap Tarot and so on so at these steps to address the customer journey of every buying committee member the next step is developing yourself process based on the customer journey so first of all like when I showed when I showed you a market an hourglass conception you saw that we have two different parts marketing and sales parts and you should clear you should be clear who and when you drive to the sales team so that's why it is very important to define the qualification criteria because if you just if you publish some ebooks or some white papers to generate marketing qualified leads and you ask only for the email how you can qualify that lead you have no idea about the qualification and as well before driving the lead to the sales team you should agree on some engagement criteria for example this lead should visit I contact us our product page for several times or this lead could ask for could sign up for some web or could ask for a comparison report depending on the urban process and you should identify this criteria when you transfer the lead to the sales team the next think you should work on is to define actions you should be using to move the leads through the funnel so when you know the buying process you can step by step for example noir chose mu got the contact by delivering the e-book the next step you can use is like motivate the lead to join your webinar and after the webinar you can motivate them to read the to schedule a call with your sales team and after this else team if the little sales qualified you can deliver the case Diaries and the comparison report and so on so all the steps are aligned around moving the leads through the funnel and as well aligns the market and sales actions because it's just big problem when marketers don't align the activities around sales so instead of driving for example instead of driving leads to sales teams they might suggest subscribe and to another sequences oh I don't know reading blood pass without suggesting to have a discovery called the sales tip so you so this is a work or this is a job of two teams to align the actions between themselves are all the call to actions in all marketing materials that you should be delivering on the specific stage of the customer journey should be aligned to the next action how you can move this leads through the funnel so call to actions sales enabling enablement so as for this what kind of content your sales team might need and at what stage what this is what we have already discussed might be K star is comparison reports I don't know ROI calculators and so on so all the content sales team might need to close the deals and lead transfer conditions so the criteria when marketers marketing will be transferring the lead to the sales qualification call because you should not always bet while the lead will book a schedule a call with your sales team if you see that Zara's engagement which demonstrates the interest into your product for example lead visited your product page for several times and visited a Contact Us page and so on and read a case study it might be like clear signals that this lead is ready need to be sales qualified here's a brief description of get Li the consultant sales process which I use we have get found like inbound marketing you see that I have several resources like niche guest posts on sales hacker on smart insights and so on I can a podcast called the system b2b marketing I work with world known influencers like my clients like Amanda stone like get on a denardi like Karen Fallon again and so on I have a b2b marketers and founders community which I run together with Ricardo Kyra I have a huge LinkedIn Network I also run workshop and talk give talks at conferences as other activity is outbound or demand generation I have a personal treat based on accounts website activity on link Edenic engagement as well I run content promotion outreach and the next step in this for sure this is this sales process is based on the band or the customer journey of my clients so the next step is a website homepage where I use position in social proof or next steps about get leader again I have a beer social proof and next steps and I have a product page where I have several so-called lead magnets which helped me to market and qualified leads and if the leads aren't marked and qualified I delete them from CRM and who are qualified I add them to the lead nurturing sequence and depending on the job troll I vertical I Drive them boss on work working with me page or to the courses educational courses so on the work with me page I use like fizzy frameworks I describe the frameworks I use I have a social proof and clear next step isn't a question or a which helped me to sales qualifier lead and if the lead wasn't sales qualified but feeds ideal customer profile I had him again to the lead nurturing sequence if the litter sells qualified I have a discovery call way apply value coalification I try to understand what impact I can make insane business next up is marketing audit and Road mapping so I at this stage I use example of audit and of rod mapping so it's I use it as a case study so as the leads have a clearer view and what the first step is Luke is looking like so the next step after the marketing audit is a project plan where I share with them and each niche methodology of framework the proposal the next step is pilot project deal expansion in the case study so this is how my sales process looks like just to give you an idea of how to create your own sales process the next step is developing lead nurturing and this is an insight which give you and which must give you an idea why the lead notion is so important at any given time only 3% of your market is actively buying 56% are not ready for the person opposed to begin so that's why it is really important to develop a little joint program because most leads our own sales ready and you need to engagement engage with them you need to generate demand for your product and you can do this with the help of lead nurturing program but you need to define the actions and the content you will be sharing with them you should define the length of the program and you should define the reengagement criteria again when should your sales team calls these leads what should have happened at yash what should basing this lead was rain gauge and it's time to call him again and qualify and for sure you should personalize call to actions to the customer Germany stage and ICP mentioned so here's an example define zig mail engagement sequences like in my case you see I have several types of sequences of I mentioned that I have some so-called lead magnets like system marketing free course like self-assessment like link it in book unburden and b2b book and burden and if this leads like in most cases they are in sales ready after they because this is middle of the funnel contents they transfer transferred to the shadow newsletter which is my main lead nourish and sequence the length of it is around half I assume is around six months but I am working to expand it and I have a reactivation conditions of what I already mentioned and you see that runs 154 triggers that start these sequences and that's how I tried to build a relationship with my prospects next is defining the content and segmentation so you should segment as a content based on the customers own stage and the content they already consumed because it makes no sense to share the case status you have already share it with your audience you should think how you can deliver value and how can can you move them further the fun of what type of content might make them think about or consider your solution and this is how you can and for sure the segmentation so you should provide different content to different market segments and different job roles because it makes no sense to like in my case if I have I work with B to be size companies and Visby to be service providers and these are two different groups and it makes no sense to send this Millia content pose of the group's only in case if I deliver some top of the final content like a podcast interview this and influencer which is which is really create value for both segments I can deliver it to both signals and personalized call to actions like you see and one is this is one email and I have different call to actions which are shown dependent on the vertical and Jarl criteria so if the UI founder you don't have a tag self-assessment exist so you didn't pass through the self-assessment which might which has a great demand generation tool so you'll see this call-to-action work with me otherwise you'll see the 122nd self-assessment and if you are market or you'll see a free core system b2b marketing if you didn't and if you already pass through the course you'll see a paid one course so that's how you can personalize all call to actions and align them to the job roles to the market segments and choose the customer journey stage the eighth step is developing post sales and expansion processes which I talked about at the beginning so let's back to our marketing our glass conceptions these are two last stages which are happening after the sales after the deal was successful at once so we need to help our customers to get the maximum of our product because otherwise if the customer doesn't see the value of your product or service he will cancel with your company and when you know the customer is satisfied it's time to expand to generate referrals so here's an example of post sale service how you can use it like this is an example from the real project so the deal born use us and in the positive survey and you asked for the recommendation and next is we are working on the pilot project and you can ask for a satisfaction tracking we're as satisfied with team after 14 days you can ask for Customer Satisfaction Index you can ask to rate the team so if you have a project team you can ask to rate all the team members and you can ask whether we can improve something and you'll say an irritable status because we use our table to track this customer satisfaction process I mentioned that if this process won't be documented so it won't work in the organization next step after the pilot project finished we run a deep survey where we dive deeply and we try to and reach customer profile as much as possible and get some deep insights from their buying processes so we can again polish our sales process we ask about the customer journey so we try to understand more what influenced them what influenced the decision making processes and so on and when we have a long term engagements of the first milestone we asked about this demony alone collage so we have a testimonial template in case if they refuse we just ask them to provide at this terminal we can use on our website and next up we ask for a public case study so this is an idea how you can create a postal service in your company and when we finish with this we expand inside this organization a 9-step is setting up organizational resources for every step because you can map all the buying and the sales process but if you want food a person who'll be in charge of every step this again won't work so in this case let's pretend it was just an example of buying process so let's back to eat let's back to the stage research as possible solutions here are several people who could be in charge of this activity inbound marketer per acquisition market or depending on the organizational structure who it might be and here's finally a product service it could be a biz dev once the wrong way about the product of the company again market did not miss def want to see the product in action sales manager wants to see the testimonial sales manager and marketing so both people sales managers in charge have sent in this content of the lead while marketing is responsible for putting all these testimonials case started in on website and content hubs or also take care that sees this terminal sounds of public platforms wants to be sure the product is the best fit in the category so marketing and sales manager against marketing can prepare this comparison report and sales manager should send it ask for the proposal and wants to be sure there's a good ROI justification so again on marketing can I create a ROI calculator and sales manager will send it involves buying committees so on the stage you can also involve your supplies people like CEO sit or dependent on the organizational structure because you know sometimes peers to peers communication might help to close the deal successful involves legal you can involve legal from your side once to get maximum from the product it's could be so this on this - you can if you have a client success team you can delegate this task to them as a vice marketing should be in charge and as well wants to live at this terminal again client success or sales manager so this is how you put down all the organizational resources and that's how you'll have a good a generation and sales process and the last step is developing a full final marketing plan so you should map out all the marketing activities you'll run and the goal so depending on your business model I will give you several screenshots how your marketing plans might look like you should figure out the channels you'll be using settings experiments describes experiments you should also be clear on what metric you are working like activation or analytics or traffic or acquisition what is the goal of this activity what you'd like to improve and evaluation this this is how you can prioritize your marketing activities like importance is and predictability which is so-called pile formula and you'll have a priority score and responsible for sure who will be in charge or and as an example you can also if you have let's say complicated lead generation campaigns like if you run account based marketing you should plan and where you need when you need boss teams marketing and sales team you should plan and orchestrate demand generation campaigns like in this case you see how the demand generation campaign might be created so you create a niche case studies and you pre select ill to accounts you adapt case studies and the proposal to the buying committee you buy grabbers you wrap up parcels and so it's just with the help of direct mail you try to generate meetings and you a you involve sales team for follow-ups and so on and this is a pretty all this this is how the full funnel marketing approach work so you take care of the control of the entire customer journey you working with a customer on every stage starting from the problem occurring inside your target accounts I mean in your prospects and you also control the last steps like expansion and getting testimonials and you have a clear view on what is working and what doesn't work you have an idea what should be improved what blockage points do you have how you can solve them you have an idea of the bond process regarding the concerns regarding the objections and that's your target audience might have and you clearly understand why where are the biggest drops inside your sales process and inside in lead generation process and what you need to do to improve it and that's how you can step-by-step improve your lead generation and sales process and create a quality sales and marketing machine and if you want to discuss a full funnel marketing implementation feel free to contact me at send it by sending email to Andre get leader calm or reach marathon lincolni and lynda.com slash in /as in carriage and or you can learn more and apply here get leader that comes slash consultant so both options good fit for me feel free to choose the one which is most convenient for you and feel free to reach out and ask any questions and weekends and schedule a discovery call and see whether this framework full final framework might work for your company again if you'll have any questions feel free to reach me out and ask take care you