Presented by Greg Head (@gregheadaz) from Infusionsoft at Online Marketing Summit in San Diego. Download the PCL Workbook at http://www.infusionsoft.com/pcl

1. When Inbound Marketing and Automation
Make a Great Team
@GregHeadAZ

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.”

3. Tools + Tactics - Strategy =

4. Integrate
your inbound & marketing
automation strategies

5. Be a team

6. Inbound marketing is like
fishing

7. Know where your
target market is

8. Understand your
target market
Wants & Desires
What Questions do they have?
Who are the Influencers?
Fears & Pains
Demographics
What is the
buying process?

9. Use the
right bait

10. Examples:
Ebooks Free Reports Video
Educational Events Blog Posts
Presentations Interactive Tools Checklists
Podcast Survey Live Event
Teleseminar Guides
Product Demo Webinar

11. Use the
right bait
Use the
right content

12. Don’t just
CATCH-AND-RELEASE
CATCH-AND-FOLLOW UP

13. Email is still the
inner sanctum

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

17. Behavior, trigger-based actions.

18. Three Black Holes
1 2 3
LOST LOST LOST
TRAFFIC LEADS CUSTOMERS

19. It’s about
Building a process

20. A Framework
for business growth strategy
integrating lead gen and lead management

21. the
PCL
Perfect Customer Lifecycle

22. There are
Stages

23. Framework for your plan:
The Perfect Customer Lifecycle
Attract Capture Nurture Convert Deliver Upsell Get
Traffic Leads Prospects Sales & Satisfy Customers Referrals

24. the
PCL
Map out the plan
Attract Capture Nurture Convert Deliver Upsell Get
Traffic Leads Prospects Sales & Satisfy Customers Referrals
AD + + + +

25. Example – Financial Planner

26. Example M.A.P.

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

31. the
PCL
Sales Conversion Strategies
Attract Capture Nurture Convert Deliver Upsell Get
Traffic Leads Prospects Sales & Satisfy Customers Referrals
4
Automate sales stage communications / Proactively handle objections
Provide supporting evidence

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