September 1

Webinar Replay: Six Funnel Focal Points to Finish 2011 Strong – Part I

Marketing Strategy


If you attended our most recent B2B Lead Roundtable Webinar, Six Funnel Focal Points to Finish 2011 Strong – Part I, you found out that even though the end of the year is less than 125 days away, there’s plenty of time to drive more opportunity through your sales funnel and to the bottom line.

That’s because Brian Carroll, Executive Director of Applied Research at MECLABS, and Pamela Markey, Director of Marketing for MECLABS, revealed some of the most valuable takeaways you can execute right now to drive leads fast. They drew upon MECLABS’ experience – specifically, more than 10 years of research, one billion emails, 1,300 major experiments, 10,000 tested sales paths, 5 million phone calls and 500,000 conversations, as well as hundreds of publications and conferences.

[vimeo 28357333 w=600&h=400]

View and download slides via slideshare

Want to jump ahead to key points fast? Review these timestamps.

2:55 – Find out the length of the sales cycle for most webinar attendees; it happens to be aligned with how 935 marketers responded to Marketing Sherpa’s 2010 Benchmark Survey.

3:47 – What three top-of-the-funnel approaches will maximize your resources and help you achieve your year-end goals within budget and time constraints?

4:45 – An overview of the source of ideas and insight revealed in this webinar.

7:12 – Clarify and test your value proposition, and then consistently communicate that message across all channels.

9:04 – Experiment 1: A case study of a B2B software organization reveals how clarifying value proposition increased the number of clickthroughs by 21 percent. (But it gets even better…)

11:09 – Value propositioned is defined: “If I am your ideal customer, why should I buy from you vs. my competitors?”

13:01 – Experiment 1 continues. That 21 percent increase in leads from the PPC ad escalated to a 272 percent increase in overall conversion. This led to 268 percent more projected revenue. Combined with the corresponding 66 percent reduction in cost-per-acquisition, this effort produced more than four times the monthly profit – a 302 percent increase.

15:23 – Download a worksheet that easily walks you through the steps of creating a better value proposition:

17:25 – Optimize your list approach by testing them, and choose the list source that ensures you get the most leads in the least amount of time. Experiment 2 reveals how a “cheap” list ultimately cost $188,000 more than the most expensive per record list.

20.50 – Learn why the most expensive per record list drove campaign costs down by more than 60 percent.

21:38 – Find out how to run a test yourself to determine list efficiency.

24:47 – Re-engage your base. You can significantly shorten your sales cycle by selling to those who know and like you. Offer upgrades, bundles, new product lines.

25:50 – This case study reveals how a company with a month-long sales cycle gains 37 percent of its business from clients who initially engaged with them three months ago, and 27 percent from those who initially engaged more than a year ago.

31:47 – 70 to 80 percent of marketing-generated leads are discarded because they’re not ready to buy right now. Just because sales ignores a lead, however, doesn’t mean they won’t eventually buy. In fact, only 5 to 10 percent of prospects are ready to buy right now.

34:08 – Quick review of takeaways begins: complete the value proposition worksheet; make sure channel communication is clear and align conversion paths to that.

34:57 – Optimize your list approach. Test to find out how efficiently your sales team can turn those lists into sales-ready leads.

36:53 – Mine your base of existing prospects. What was your last touch and how can you re-engage them?  Complete the conversations you started back in Q1 and Q2.

40:54 Q & A begins

About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing.

He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

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