Thanks to Leadsift for having me contribute to their 1-Minute Learning Series. The original video interview with Alex Field highlighting how to reverse engineer your marketing funnel lives on Leadsift’s Linkedin page.
Reverse Engineer Your Marketing Funnel
For a good majority of marketers in the tech industry, our core mandate is to generate leads, and more times than we can count, CEOs, executives, and sales aimlessly tell marketing, “we need leads.”
No. You want revenue.
Sure, leads get you to revenue, but let’s get everyone on the same page. Revenue is what matters‚ nothing else.
So, when you have business leaders asking for leads, and a sales team that is hungry to bring in revenue, it’s time to reverse engineer your marketing funnel and put a plan in place that highlights both leads AND revenue.
Within the last 30 minutes, you might have sent an email to a client, responded to a reply on Twitter, made a comment in your user community, and shared a new blog post on LinkedIn.
In your mind, this is just maintenance work: Keeping up on correspondence, communicating with customers and prospects.
True as that may be, each minor email and a quick Twitter reply is doing much more than you may realize. They all contribute to telling your brand’s story and connecting that story to customers.
There’s good news and bad news.
First, the good news: Your startup website is getting traffic, which means your early digital marketing efforts are generating some results. With the content landscape more competitive than ever, reaching an audience is far from simple, yet you’ve managed to do it.
Now, the bad news: The results you’re getting might not be the results you want. Traffic is excellent and necessary and all that, but there’s a difference between good traffic and bad traffic, and quality is impossible to tell when you’re only counting clicks.
Thanks to Leadfeeder for having me as a guest blogger. The original post, All sales teams would love a 2000% increase in their monthly lead volume… Or would they? can be found on Leedfeeder’s blog. You’ll learn more details on the marketing campaign, as well as the specific steps I would take to improve it.
I once launched an inbound marketing campaign that increased lead generation by 2,000%. With that kind of result, you would think I was popping open the Champagne and celebrating, right? Well, not exactly. In fact, if I could go back, I’d do it all differently.
We’ve all been there. You launch a great piece of content (or so you thought), and then….
No likes, no shares, no retweets, and no comments.
What happened? Or better yet, why does this keep happening?
If you’re creating content consistently, but failing to get the results you want, it may be time to reflect on your content marketing strategy.
Is marketing automation necessary for your startup?
I once spent $30K on a marketing automation solution that was completely unnecessary.
It wasn’t my finest moment. So much so that I want to share share with other marketers—especially startups—because it was an expensive lesson that I don’t want others to repeat.
Now, before you get the idea that I’m a spendthrift, let me explain. It was in the early days of my marketing career, I was the marketing head for a startup and bound and determined to launch the business better and faster than anyone else could envision.
I had had previous experience with marketing automation at another company and naturally thought this small company could benefit from it too. I just thought it was something all companies needed.
But let me share the three problems with this thinking:
Marketing is Complicated, Sort Of
Marketing originated in bringing goods to physical markets for sale or trade. Setting prices, showing products, promotional shouts of “Get your apples here,” all happened in one place.
If it was only that easy in today’s startup world, right?
Today’s marketing involves creating relevance for your brand, building awareness of your product or service, developing compelling validation for your solution, and taking the right mitigating actions along the path to purchase. All with limited resources and sometimes with tiny, non existing budgets.
Marketing AMA: Ask Me Anything
We believe this entire process can be made more effective and does not have to be as daunting as it seems. Our AMA sessions are formed to help CEOs and marketing leads recall that marketing retains its simple, uncomplicated foundations if it’s backed by:
- a well defined strategy
- an organized & attainable plan
- purposeful execution
By targeting your marketing efforts around these three interdependent drivers, we’ll help you focus your marketing initiatives so they all lead to measurable business growth.
“If I could go back, I would do one thing differently,” a client recently told me.” I would have hired a good marketer right from the start. Now I am playing catchup and feeling like I am a bit behind instead of leading the pack.”
This is a common story in the startup world. While many tech companies are built on great products and software solutions, the people behind those solutions don’t always know how to properly market their company to their target audience.