Together with Sage partner, Collier Pickard, Sage presented on the subject of “Merging Funnels” - how paradigm shifts in on-line research and social collaboration are moving strategic CRM thinking from “push marketing” to managing the “pull” demands of future buyers.

1. Merging Funnels
David.Beard@Sage.com
www.sagecrmsolutions.com

2. Sage - Global Vendor, Local Strategy
 Sage is a leading supplier of business management software and
services to over 6 m customers worldwide.
 From small start-ups to larger organisations, we make it easier for
companies to manage their business processes
 3rd business management software vendor (Total ERP Software Revenue Market
Share by Vendor, 2008 (Source: Gartner June 2009)
Global
£1.439Bn revenue - FY09
6 m customers world-wide
13,100 employees in 26 countries
27,000 resellers, 40,000
accountants

3. Merging Funnels
Alan.Joenn@CollierPickard.co.uk
www.collierpickard.co.uk/inbound-marketing.html

4. Experience is the
thing you acquire
shortly after the time
you first needed it!

5. Our marketing
• Web site
• AdWords
• Brochures
• Newsletter
• Trade shows
• Press releases
• Comparison site

6. Step into Inbound
• Research keywords
• Educational content
• Re-design web pages
• Nurturing campaigns
• Calls-to-action
• Start blogging
• Social media
• Start listening

7. The marketing funnel
• Get found 
• Engage 
• Nurture 
• Convert ?
… not as simple as we thought! x

8. The sales funnel
Example:
• Lead score = 99/100
• Qualified sales opportunity
• Pass to sales funnel 
-but-
• Lead discarded by sales
… wrong geography 

9. The ideal customer
• Traditional profile
• Geography
• Industry sector
• Spend pattern
• Recency
• Frequency
• Longevity
This doesn’t inform inbound marketing 

10. The ideal customer
• New buyer profile
• Research places
• News & RSS feeds
• Social presence
• Depth of profiling
• Special interest groups
• View or contribute?
This genuinely informs inbound marketing 

11. Analyse & optimise
• Buyer profile
Extended for inbound marketing
 informs social media activity
 informs keywords & content
 informs educational process
 inspires confidence
 improves SEO

12. One funnel
• Drop the demarcation
• Improve CRM profiling
• Develop relevant social presence
Improve attraction & engagement
Inspire confidence
• Pass warm leads to sales
• Improve close metrics

13. One funnel
• Add inbound marketing
 Improve lead quality
 Reduce marketing costs
• Driven by analytical CRM
• And continually optimised

14. Collier Pickard outcome
• Early adopter
• Identify what works
… and what doesn’t
• Publish guidance
• Improve effectiveness
-and-
• Embed inbound marketing into CRM culture

15. What works  What doesn’t 

16. Merging Funnels
Alan.Joenn@CollierPickard.co.uk
www.collierpickard.co.uk/inbound-marketing.html