stephen darori inbound marketing
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Merging Funnels
Stephen Darori 3XC Global Partners
Stephen Darori is on Linkedin
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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
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Merging Funnels
Stephen Darori 3XC Global Partners
Stephen Darori is on Linkedin
![Page 4: Stephen darori inbound marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062513/55528305b4c905115b8b4f47/html5/thumbnails/4.jpg)
Experience is the thing you acquire shortly after the time you first needed it!
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Our marketing• Web site• AdWords• Brochures• Newsletter• Trade shows• Press releases• Comparison site
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Step into Inbound• Research keywords• Educational content• Re-design web pages• Nurturing campaigns• Calls-to-action• Start blogging• Social media• Start listening
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The marketing funnel• Get found • Engage • Nurture • Convert ?
… not as simple as we thought! x
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The sales funnelExample:• Lead score = 99/100• Qualified sales opportunity• Pass to sales funnel -but-• Lead discarded by sales
… wrong geography
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The ideal customer• Traditional profile• Geography• Industry sector• Spend pattern
• Recency• Frequency
• Longevity
This doesn’t inform inbound marketing
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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
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Analyse & optimise• Buyer profile
Extended for inbound marketing informs social media activity informs keywords & content informs educational process inspires confidence improves SEO
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One funnel• Drop the demarcation• Improve CRM profiling• Develop relevant social presence
Improve attraction & engagementInspire confidence
• Pass warm leads to sales• Improve close metrics
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One funnel• Add inbound marketing
Improve lead quality Reduce marketing costs
• Driven by analytical CRM• And continually optimised
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Collier Pickard outcome• Early adopter• Identify what works
… and what doesn’t• Publish guidance• Improve effectiveness-and-• Embed inbound marketing into CRM culture
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What works What doesn’t
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Merging Funnels
Stephen Darori 3XC Global Partners
Stephen Darori is on Linkedin