8 Ways to Grow Your Small Business

presents

8 Ways to Grow Your
Small Business

What You Will Learn Today

• Integrated sales and marketing
• 8 ways to grow your small business:
1. Get organized, automated and integrated
2. Attract new customers
3. Grow revenues
4. Shorten sales cycle
5. Increase profitability
6. Increase repeat sales
7. Look bigger and more professional
8. Enter new markets

8 Ways to Grow Your Small Business ©2013 Infusionsoft | infusionsoft.com

Laurie McCabe
Laurie brings more than 20 years of experience
in the IT industry to her current role at SMB
Group. Laurie has built widespread recognition
for her capabilities and insights in the small and
medium business (SMB) market in several areas,
including cloud computing, mobile solutions,
business solutions, social networking and
collaboration, and managed services.

Check out her blog at http://lauriemccabe.com.


Sound familiar?

• Small businesses come in all shapes and sizes, but 1
thing that almost all have in common is the desire to:
1. Grow revenues
2. Increase profits
• Connecting can be time consuming
• Small businesses need an effective approach to
create, nurture and convert leads
• Integrated sales and marketing can provide a
foundation


Top 5 Small Business Challenges
presents

Attracting new customers 57%

Growing revenue 46%

Maintaining profitability 37%

(Source: SMB Group Improving cash flow 35%

2012 SMB Routes to Retaining customers 27%

Market Study) Improving customer experience 16%
Meeting compliance/regulatory
15%
requirements
Improving employee productivity 15%
Securing/protecting my company
14%
information from threats
Attracting & retaining quality employees 14%
Reacting quickly to changing market
14%
conditions
Obtaining financing 8%

Other 2%

The Dilemma

• More than half of new companies fail within 1st
4 years of business (Source: U.S. Bureau of Labor
Statistics)
• As your business grows, marketing becomes
more complicated
• Standalone tools vs. integrated and automated


Original Runner Company Solves Dilemma

• Julie learned when your to-do Julie Goldman
Original Runner Company
lists get too long:
1. Leads can go cold
2. Conversion rates can slide
3. Repeat business and referrals
can drop
• Without a way to track
customer touch points and
results, it’s hard to measure
what’s working/not working


1. Get Organized, Automated & Integrated

• Difficulty finding individual systems that work
together
1. Costly
2. Time-consuming
• 20% of small business planning to deploy integrated
marketing automation solution within 12 month
(Source: 2012 SMB Routes to Market Study)
• Consolidate data
1. Organize leads 4. Get referrals
2. Run campaigns 5. Increase repeat sales
3. Close Business

Just A Minute Gets Organized
Kait Hinckley Wood, Kari
• Had a hodgepodge of email VanNoy & Linda Allen
marketing, contact Just A Minute

management and e-
commerce solutions that
didn’t work together
• Losing 40% of their renewals
• Since integrating their
marketing process, they
doubled renewals 40% to 80%


2. Attract New Customers

• Continually attract new customers to grow
1. Increase market share
2. Sell into new markets
3. Add new products and services
• The internet and social media are enablers
• Effective online marketing is a must


Gleason Attracts New Customers

• Needed a better way to Joe & Janette Gleason
Gleason Financial Group
attract and engage new
prospects
• Used integrated marketing to
capture leads online with
educational lead magnets and
web forms
• Nurture prospects with
follow-up emails


3. Grow Revenues
presents
(Source: SMB Group 2012 SMB Routes to Market Study)

Increase more than 20% 12%

• Achieving and Increase between 10%-20% 17%

sustaining growth
Increase between 0%-10% 31%
requires systems
for scale and Remain flat 27%
volume
Decrease between 0%-10% 4%
• Integrated, automa
ted system that can Decrease between 10% and 20% 3%

support growth
and easy to use are Decrease by more than 20% 2%

critical
Don't know 4%

Iron Tribe Grows Revenues

• Fine-tuned marketing and sales Forrest Walden and Jim Cavale
Iron Tribe Fitness
process helps Iron Tribe build on
early success and scale for
growth
• Capture leads with web forms
• Identify individual preferences
• Automate and integrate
everything from live events to
social media campaigns
• Convert 46% of leads to
customers in last 6 months


4. Shorten Sales Cycle

• Lengthy sales cycles decrease productivity and slow
down cash flow
• Prep prospects for the sales
• Provide targeted information that moves prospects
through the funnel
• Based on behaviors


H.U.M.A.N. Healthy Shortens Sales Cycle

• Sales reps were spending 8 to Sean Kelly & Andy Mackensen
H.U.M.A.N. Healthy Vending
10 hours educating prospects
• Turned to integrated
marketing to provide
personalized, automated
information to each prospect
• Sales reps can focus on
qualified leads
• Shorten sales cycle down to 2
or 3 hours


5. Increase Profitability

• There’s a difference between being busy and
being profitable!
• Profitability: Difference between revenues and
expenses and improving the bottom line via
optimized marketing, sales and cost cutting
• Maximum value of every sale, increase repeat
business and develop relationship models that
keep customers coming back
• Delight the customer and save time and money


Hear & Play Increases Profitability

• Was stuck in a revenue/profit Jermaine Griggs
Hear & Play
rut for several years
• Implemented marketing
automation to roll our
personalized follow-up
campaign for each client
• Campaigns triggered by
demographics/behaviors
• Doubled growth, profit
exploded


6. Increase Repeat Business

• Sales to existing customers cost less and are easy to
service
• Create raving fans
• Know about your customer
• Tailor your engagement as needs evolve
• Sequenced, personalized follow-up


Hear & Play Increases Repeat Business

• Nurturing starts when Jermaine Griggs & Family
Hear & Play
customer places 1st order
• Integrated campaigns include
special offers, thank yous, text
messages, birthdays , gifts
• Campaigns triggered by what
the customer’s actions are


7. Look Bigger and More Professional

• Project a competent, professional image
• A clean, easy to navigate website
• Personalized marketing campaigns
• Timely follow-up


Backbone Communications Looks Bigger

• Josh used standalone John Leitz
Backbone Communications
products for several years
• Wanted one system that did it
all
• With integrated
marketing, Josh can create
and automate follow-up
sequences for his sales reps


8. Enter New Markets

• Leverage current success by entering new markets
• Benefits include economies of scale and revenue growth
• In your current market—you know your customers and
how to serve them
• When you targeting new markets/customers you have to
establish and prove yourself
• Important to create operational agility to recognize new
opportunities so you can scale and adapt for them


Iron Tribe Enters New Markets

• Used marketing automation to Jim Cavale
Iron Tribe Fitness
expand from 2 to 11 locations
• Realized franchise model would
give them horsepower to scale
• Using automation as a
foundation, developed a turnkey
system to get franchises up and
running quickly
• Since franchise model launch in
2012, they have opened 30 new
franchise locations


WE EMPOWER ENTREPRENEURS

• Infusionsoft, the only all-in-one sales and marketing software built for small
business. We give you everything you need, all in one web-based system:
1. Customer relationship management (CRM)
2. Email and social marketing
3. E-commerce
4. Powerful automation
• Over 12,000 small businesses worldwide use Infusionsoft to:
1. Get leads
2. Grow sales
3. Manage customers
4. Save a whole lot of time

• To learn more about Infusionsoft, visit infusionsoft.com or submit the form
at the end of the presentation.


8 Ways to Grow Your Small Business

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