Presented by Greg Head (@gregheadaz) from Infusionsoft at Online Marketing Summit in San Diego.
Download the PCL Workbook at http://www.infusionsoft.com/pcl
2. What the headlines are saying…
“Email is dying.”
“Automated email is robotic.”
“Inbound marketing produces “Why marketing automation fails.”
too many unqualified leads.”
“Social media is THE way to get new customers.”
8. Understand your
target market
Wants & Desires
What Questions do they have?
Who are the Influencers?
Fears & Pains
Demographics
What is the
buying process?
14. Email is still the
#1 method
H OW D O YOU P RE F E R TO H EA R % OF
ABOUT SALES AND PROMOTIONS? RESPONDENTS
Promotional emails 64%
This company’s website 21%
Postal mail 25%
Don’t want communications 50%
Television 10%
Social media websites (Facebook, Twitter, YouTube) 8%
Mobile phone text messages or alerts 5%
Radio 3%
Other 2%
*ForeSee Results
15. Just because you’ve captured a lead
and can now send them email,
doesn’t mean you’ve earned the right
TO SELL
16. It’s about being
Targeted Relevant Building a
relationship
Timely Personalized
To create goodwill, educate,
and convert
27. the
PCL
Traffic Attraction Strategies
Attract Capture Nurture Convert Deliver Upsell Get
Traffic Leads Prospects Sales & Satisfy Customers Referrals
1
Content is king (blog posts, videos, etc.) / Social media / Online Marketing (PPC, SEO) / Referrals, Partners
28. the
PCL
Lead Capture Strategies
Attract Capture Nurture Convert Deliver Upsell Get
Traffic Leads Prospects Sales & Satisfy Customers Referrals
2
Opt-in for free report, video, premium content, etc. / Request a quote, get a demo, free trial
Offers, coupons, contests / Attend live event, webinar, teleseminar
29. the
PCL
Lead Nurture Strategies
Attract Capture Nurture Convert Deliver Upsell Get
Traffic Leads Prospects Sales & Satisfy Customers Referrals
3
Create custom campaigns for hot, warm and cold leads / Personalization is key
Make every message relevant, useful
30. Did you know?
% of deals that close
% of calls a
company makes
It takes an average of five sales calls to close a deal,
but most salespeople give up after just one or two calls
32. the
PCL
Wowing Customer Strategies
Attract Capture Nurture Convert Deliver Upsell Get
Traffic Leads Prospects Sales & Satisfy Customers Referrals
5
Welcome customers (make it personal & relevant) / Be systematic about quality delivery
Measure satisfaction and take action
33. the
PCL
Upsell Strategies
Attract Capture Nurture Convert Deliver Upsell Get
Traffic Leads Prospects Sales & Satisfy Customers Referrals
6
Upsell or cross sell later in the relationship
Offer upsell products during checkout
34. the
PCL
Referral Strategies
Attract Capture Nurture Convert Deliver Upsell Get
Traffic Leads Prospects Sales & Satisfy Customers Referrals
7
Ask for referrals – and track them / Partners, customers, networking
Testimonials and social promotion
35. Map your PCL
WRITE DOWN YOUR KEY
TACTICS AND WORKFLOW
ACROSS THE ENTIRE LIFECYCLE
IDENTIFY THE KEY
PICK THE TOOLS TO DOWNLOAD THE TEMPLATE
HOLES AND
ACCOMPLISH YOUR AND WORKBOOK AT: OPPORTUNITIES IN
GOALS WWW.INFUSIONSOFT.COM/PCL YOUR FUNNEL
DON’T GET BOGGED DOWN WITH
TACTICS THAT DON’T DRIVE STRATEGY
36. Let us know how we can help
@GregHeadAZ
@Infusionsoft