The discussion focused on the mid-funnel – the “new problem child” for many marketing organizations.
- 50% of marketers are compensated on generating pipeline
- If prospects engage beyond MQL, they are more likely to become SQL
- Natural resistance to engage with the company
How do most marketing organizations solve mid-funnel problem? At this point, most organizations are either:
- not doing anything at all or
- not doing it very well
- It is challenging to engage prospects; some marketers do it with low productivity, many struggling to accomplish anything
But.. how do we know that we have a mid-funnel problem? We can look at how mid-funnel is working now: What is conversion rate? What is sales process?
There is a small segment of marketers, who are unaware about their challenge – still concentrating on the top of the funnel.
“I can just crank out an e-book and drive engagement…” What is important for mid-funnel? Connection with sales. Both speakers suggested integrated programs where general marketing tactics (email, webinars, etc.) are integrated with outbound calling.
Example: start with the objective, then send an email and call to those who responded.
Example: target mid-funnel with an appointment-setting campaign.
New term (for me): multi-match – getting more responses out of a single lead.
How many touches are needed overall (email, etc. phone) – usually 7 – 13+
Which marketing tactics are effective in mid-funnel:
- outbound calling
Product information is useful at this stage: “These guys love speeds and feeds…” “I would send a copy to sales people to check what will resonate with the customer…”
Any specific recommendations for compressed sales cycles? Outbound calling!
Connection with sales is critical. How do you engage sales team?
“If I can get sales rep to accelerators (a level of revenue when the rep receives an increased commission), I am speaking to their wallet, which is next to their heart.”
Understand what sales priorities are.
“First, get prospects ‘on the buss,’ then, entertain them by marketing to their pain points… make sure to speak in the customer language, so they are more likely to get to the next stop.”
Example: one rep wanted to connect with CIO of a major bank. “Do you know that your CIO is on the board for boys and girls club of NYC?” Rep sent one tailored email based on this information and received the reply.
“Up-level your marketing team to be more strategic!” When you are talking with sales, talk in strategic way.
Valuable tip: “We do pre-recorded webinars… we also pre-record Q&A at the end of the webinar, as it is much easier to manage – result is the same 🙂