Bottom-up marketing

Tweet: #startwithfollowupLooking for a new approach?

Turn the sales funnel upside down — start with the follow-up.

BOTTOM UP!

Tweet: #startwithfollowup

Conversion happens when you solve

the customer’s problem with your

solution.


The closers (sales and CSRs) are in a better

position to recognize a specific customer

need — the company can meet — and help

us marketers craft a marketing strategy to

solve the problem.

Why Bottom Up?


50% of marketing leads are not

followed up by closers (sales/CSRs).


Why do you think that is?


Often closers feels disassociated or

worse, alienated, by marketing.


Closers believe marketing sends leads

that have not been properly qualified.


Over time, the relationship between

marketing and closers deteriorates.


As a result,

closers may expend less and less

effort — believing marketing is

passing them impossible-to-close,

unqualified leads.


When closers are involved,

they are much more likely to provide

the type of follow-up they know

from experience is needed to

close the sale.


(from the bottom up)

Closing

Providing follow-up

quality control

Defining follow-up

measurement points

Defining follow-up

Defining conversion

resources

Defining conversion

processes

Defining quantifiable

goal(s)

Defining qualified lead

Prospecting

Closers are skilled at


LEARNING FROM THE CLOSERS

BOTTOM UP


With the closers, evaluate the endgame

Which sale represents

the highest revenue?

If this is not known, what

A/B testing models can

be used to provide

downstream insight for

future campaigns?

What is the overhead for

closing the highest-value

sale?

Are there sales with less,

but adequate revenue,

with lower closing

overhead?

Evaluation


What are the different

types of sales within the

business?

What processes are used

to close each [type of]

sale?

Does the sales team

have the time/resources

necessary to close the

sales your campaign will

drive?

Do the sales require other

human capital beyond the

closing team?

Evaluation


It’s important to measure the

effectiveness of the closing-process

hypotheses of our new friends in the

closing department(s).


Sales reports

Google Analytics

eCommerce analytics

Email analytics

Site-visitor analytics

Call analytics

Who’s to say

SharpSpring Visitor ID


Don’t over measure.

Just because you can track an activity,

doesn’t guarantee it is meaningful.


For example:

Number of leads

Number of form completions

Number of active

engagements (e.g., resource

downloads)

Number of qualified leads

Number of successful follow-

up

Number of conversions

Measurement points


Email open rates, and the like,

are important, but not the

meaningful data we monitor

in our bottom-up approach.


Closers develop and

become experienced at

effective follow-up.

Discussions on this

topic will enable you to

digitizing this process

— to some extent.

Expect resistance.

Follow-up

Closers believe — and

may well be right — the

digital process cannot

replace personal

interaction.

Find a balance.

Offer compromise.

Test and track like your

job depends on it.


It’s not closers

becoming marketers.

It’s not closers

defining the campaign

It’s learning from

closers’ experience.

It’s adding your

marketing voice.

Marketing voice


Marketing must step in and choose a

focus — we need a single call to

action:

Download a resource,

fill out a meeting-request form,

watch a video…


Closers have many conversion tools.

Closers use both the tangible (brochures, videos,

etc.) and intangible (calls, personal visits, etc.)

Tangible tools probably come from the marketing

department.

Marketing must adequately stock the closers’

arsenals — which may mean creating new

resources.

Conversion resources


Closers have experience that dictate

to them the processes they use for

closing sales.


When we marketers understand these

processes, we create better marketing

campaigns — resulting in quicker

and more conversions.


Processes vary in length, resources, and

results.

Understanding the process will help you to

create messaging aligned with the process.

Continuity is comforting to the lead and will

shorten the sales cycle.

Leads remain focused from end to end.

Conversion processes


All campaigns require a quantifiable goal.

You must be able to measure your

success toward attaining the goal.

Closers will help you to define the

quantifiable goal.

Marketers can choose the measurement

process for that goal.

Quantifiable goal(s)


BAD:

Close more sales.

GOOD:

Close 45 new sales.

BETTER:

Close 45 new sales of more than $500

by 31 December.

Quantifiable goal(s)


ROMI (or MROI) calculators are

marketers’ tools for

assessing campaign performance,

predicting campaign performance,

estimating campaign requirements,

and measuring campaign

performance.


ROMI calculators

Calculate leads: How many leads will get you to your revenue goal?

In this formula, let's assume you know how much revenue you would like to earn, how much the average customer spends, and the various conversion rates, but want to know how many emails/direct mails/scanned badges will achieve that revenue.

Revenue you would like to achieve $125000.00

Average amount each customer is expected to spend $69.99

Customers (people who will make a purchase) 1,300

Close rate 60.000%

Opportunities (people you expect to make a purchase) 2,167

Qualified-lead-to-opportunity conversion rate 40.000%

Qualified leads (people who fit within your target audience) 5,417

Lead-to-qualified lead conversion rate 12.000%

Leads (people who engage with your campaign) 45,141

Prospect-to-lead conversion rate 35.000%

Prospects (emails/direct mail/badges scanned, etc.) 128,975


Qualified lead

Closers will define qualified lead for the business.

It may be different for different products or revenue streams.

Marketers typically do not have the experience or skill set

needed.

Assuming this task can result in animosity and sending

closers leads they feel are not ready for closing activities.

Over time, the relationship between marketing and sales

continues to deteriorate and the business and sale

conversions suffer.


Appropriate campaigns

Even when you work a campaign from the

bottom up, you still need the closers’

expertise.

Every campaign style creates different types

of leads.

Use the appropriate campaign style to

develop what the closers define as qualified.


Inundated with metrics, we marketers may

feel we should have all the answers, but

that’s rarely the case.

Working with our closers from the bottom

up, we can improve intra-business

relationships, build better campaigns, and

close more sales.

Summary


Spider Trainers designs,

develops, and deploys custom

drip and nurture campaigns.

The participating client is the

successful client.

Get our free Return on Marketing

Investment calculators

http://www.spidertrainers.com/marketing-

return-investment-romi-calculators/

Contact us:

Chuck Meyer

Client relations manager

651 702 3793

[email protected]

http://www.spidertrainers.com

PO Box 280487

Lakewood, CO 80228

United States

Spider Trainers

mailto:[email protected]



http://www.spidertrainers.com/



Bottom-up marketing

Marketing

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