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Ways to improve revenue at the top line
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Copyright © Next Step. All Rights Reserved. www.nextstepgrowth.com
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Next Generation Strategies to Improve Top-Line Growth
October 30, 2012
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Today’s World
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Why Do People Buy?
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Question of Value
Value to the customer delivered through:• Financial Value (makes money, ROI)• Operational Value (improves process)• People Value (increases productivity)• Contextual Value (makes decision maker happy)
“The perceived worth of benefits received by the customer, in exchange for the total cost of an offering.”
“The perceived worth of benefits received by the customer, in exchange for the total cost of an offering.”
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Understand Your Target Market
• Target customers’ needs, interests, desires, motivators
• What are their alternatives?• How do they make choices?• Where and how do they look
for recommendations?• What do they truly value?
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Defining your value
Your combined solution uniquely solves customer issues and provides value
Competition
YourSolution
Customer Issue
UniqueValue
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Marketing Outreach
Social Media
Web
Collateral
Events PR
Direct Mail
Email Campaigns
Partners
Pro
spects
Cu
sto
mer
s
Associations
Cas
e S
tud
ies A
ssets
Articles
Testimonials
Brand
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Lead Generation Funnel
Branding, PR, advertising
Website, SEO, direct mail
Events, seminars, trade shows, webinars
Inbound telephone/email/web inquiries
Lead nurturing opt-in email
Sales calls, meetings
Follow-up/close
Problem identification
Solution exploration
Solution selection
Vendorselection
Engage
Inquiry(Suspect)
Lead(Prospect)
Sales-Ready Lead
Qualified Prospect
Customer
Lead
Nur
turin
g Pr
oces
sSa
les
Proc
ess
Solution exploration
Solution selection
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Measuring Lead Generation
Source: Marketing Sherpa and Aberdeen Research
Activity MeasurementEvents (Actual / virtual) Response to follow upEmail communications Open rates, click through
rates, replies
Telemarketing Lead or meeting qualityDirect Mail Meetings scheduledWebsite / SEO Qualified inquiresSocial Media Awareness, qualified inquires
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Are they Ready or Old?
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Lead is attracted
and Acquired
------------------------
SEOEmail CampaignEventReferral
Lead is attracted
and Acquired
------------------------
SEOEmail CampaignEventReferral
Lead is delivered to Sales
Lead is delivered to Sales
Sales closesthe sale
Sales closesthe sale
Lead is nurtured until it is
sales-ready
-----------------------
MarketingTelemarketingTelesalesInside Sales
Lead is nurtured until it is
sales-ready
-----------------------
MarketingTelemarketingTelesalesInside Sales
Movements of Leads from Marketing to Sales
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Sample Lead Nurturing Track
Initial Contact
Introductory telephone callFollow-up email message with link to online demo
Touchpoint 1 Email message with third-party article about relevant subject
Touchpoint 2Invitation to webinar or seminarFollow-up telephone call
Touchpoint 3 Email message with link to relevant white paper
Touchpoint 4Email with link to relevant podcast or webcastFollow-up telephone call
Touchpoint 5 Email message with third-party article about relevant subject
Touchpoint 6 Invitation to trade show or workshop
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Next Step Delivers Results
Amir Zoufonoun CEO Exalt Communications
Sales Effectiveness
“Thanks to Next Step we now have the right team, sales process and marketing resources in place for peak
performance despite the current economic conditions.”
EmployeeProductivity
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2. Execute and measure lead gen and nurturing
3. Ensure supply chain and workforce sustainability
4. Build innovation into all activities
5. Plan for strong top and bottom line growth in ‘13
1. Define unique value for your ideal target market
What You Can Do Now
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Questions?
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Jennifer VesselsNext Step
www.nextstepgrowth.com
Willam J. BrowneManex Consulting
www.manexconsulting.com
Next Generation Strategies to Improve Top-Line Growth
