Well, we’ve been on a long journey together over the past 18 videos.
In this video, I’m going to recap the number one B2B client acquisition system, the Client Magnet System.
So in the past videos, we’ve gone over every stage of the Client Magnet System. And you may wonder, okay, so understand the stages. But what’s the system? Well, it’s been there all along. But let me point it out for you. And let’s start by going to the desktop.
And it’s important that you remember, the Client Magnet System is the complete model for uniting and aligning sales and marketing, and creating an inbound and outbound client acquisition engine in your business that attracts more leads, boost sales, and energizes your growth. And remember, you want to align sales and marketing, because they’re just like the wheels of a car, you want them working together, moving in the same direction. You don’t want marketing doing one thing and sales doing another.
And half the time sales duplicates, marketing’s work. And the other half the time marketing does work that sales needs but doesn’t share it with them. So that’s why the Client Magnet System is so important. So let’s go through each section of this. There’s four layers or stages, tools, traffic, client acquisition, and post sale. We went over all of it in our previous videos.
But in this video, we’re going to cover it all again real fast, just so we understand what the system is. And we’re going to go over all this again. But the system is simple. Every one of these boxes or stages is important to a complete client acquisition system, your goal is to ensure that you have at least one thing in every stage in every box. So the reason I say that the Client Magnet System is a complete model for uniting and aligning sales and marketing is because it’s an omni channel strategy. It’s a multi channel, b2b client acquisition strategy that incorporates everything there is on the sales and the marketing side.
So it’s a complete client acquisition system. But I can hear you saying, there’s people who tell me that all I have to do is LinkedIn and I can make millions of dollars. Or I can do webinars, why not just do a webinar? The answer is simple. You have competition.
And if you do something simple, like a webinar, then they can easily just duplicate it. The only thing that separates you from your competition is marketing, telling your story, building your brand, getting your message out there, you have to do that across multiple channels, you have to be where your customer is looking. Now, if your customer is not on Snapchat, you don’t have to be on Snapchat, you shouldn’t. But if your customers looking at Facebook, all day long every day, then you should be on Facebook. But the point is you need an omni channel or a multi channel strategy. You can’t just do the one thing you have to do as much as you possibly can with the resources that you have. That’s how you truly separate yourself from your competition. And that’s how you can ensure that your business is going to grow and continue to grow.
Ideal Client Profile – ICP
Let’s start with the ICP Persona. So ICP – Ideal Client Profile, that’s a sales term Persona, that’s a marketing term. We call it the ICP, or the Ideal Client Persona. This is who you’re selling to. This is the person that’s most important. This is your future customer. So their challenges, their needs, their wants, their desires, it’s important for you to know them. You also need to know the challenges they’re going through, especially like right now a great example is this is you know Coronavirus, there’s a pandemic. So how has their business changed as a result? And are you talking to those points? Is that part of your message it should be and then it’s going to affect everything else in this strategy. So every other section of the Client Magnet System is going to be affected by the message, the challenges, the problems, the needs, the wants, the desires, the mental state, the emotions, and the logic of your ICP, your Ideal Client Persona.
So on the marketing side, let’s start by talking about the website. You need a website. But on that website, you’re going to want to be able to ensure that you can track and measure the conversion. So that means you want to set it up with Google Analytics Webmaster Tools. Google My Business, you want to do the whole works.
But you also want contact forms, maybe chat functionality, and landing pages that deliver lead magnets, which we’re going to get into in the middle of the funnel, your website can be connected to marketing automation, which will ensure that you’re able to capture your leads information. And it’s because of marketing automation, that you’re able to create a funnel, that the funnel is essentially just statuses of leads. The top of the funnel is people who’ve come to your website, but they haven’t signed up for anything. The middle of the funnel is the people who have given you their contact information. And the bottom of the funnel is people who have continued to engage with you. And it’s marketing automation that makes all of that possible. So now we move into the traffic layer. And it’s called the traffic layer, because this is where your traffic for your website or for your sales pipeline comes from. The first is organic and organic can work with the website, because all of your SEO is on your website. And that’s what organic is focused on, generally, but organic is also the social media that you do all the social media you do without paying for anyway. And then there are links that other people give you. All of that can be considered organic. The paid side includes all of the paid methods of advertising, that would include Google ads, Facebook, or social media ads, as well as postcards or direct mail. Any advertising you do that you’re paying for is under this paid category.
Now realize you have to have a website, right. So here’s the strategy. The you have a website, you have marketing automation running on the website, you’re doing SEO, which is organic, right, you’re doing at least one thing and each section, you’ve got organic going, which is Seo. But you can also add on social media, your regular posting for free and paid promotion, advertising and sponsorship. Moving on into the top of the funnel. And remember, the top of the funnel is where visitors come to your website. But they don’t sign up for anything. So you don’t have their contact information. But there is a way to get a list of them. That’s done through a facebook pixel and retargeting. But let’s step back for a second to and think about this. So how do we get people to the top of the funnel? Well, we have to create content, content that our ICP Persona finds interesting. That helps them solve their problems that answers their questions and the challenges they’re having, and really speaks to their needs. In fact, the entire marketing funnel is composed of content in one form or another. But at the top of the funnel that’s most commonly known as content marketing. In the middle of the funnel, we have lead magnets, these are guides, videos, a variety of different things that you can give away that help your ICP solve a problem or answer a question or solve a need that they have.
A good example is our ICP worksheet. Because if you’re going to market your business, the first thing you need to know is who’s your ICP? What are their challenges? What are their needs, desires? You know, the rest, but what are your clients want? What could your clients need? What can your clients use? What would they want? What questions do they have challenges problems, think about it, and design something strictly for them. And it doesn’t have to be 60 pages, it could be two pages, or one, it’s just doesn’t have value is there some value or benefit they’re going to get from it, that would entice them to download it. That’s what your middle of the funnel is made out of.
Now, there’s a different form of content for the bottom of the funnel. This is where the webinars come into play. So think about those people who are like all you need to webinar.
Well, the webinars the bottom of the funnel, so really, you’re not getting anyone who might be interested, you’re only getting the people who are interested now. So they know that they have a problem. They know that they that that you have the solution. So they’re ready to buy. That’s the people that a webinar gets. So if that’s all you’re doing for your marketing, you’re missing a whole lot of people, you’re really only you know, picking the low hanging fruit, and it’s costing you money to advertise to everyone else. But as someone engages more and more with the middle of the funnel, they could qualify for the bottom of the funnel. But typically the bottom of the funnel is made up of specific types of content that someone who was interested in purchasingwould be interested in.
People just you know, wandering by generally wouldn’t be interested in it. A good example of this is your price. If they weren’t interested, why would they go to the pricing page.
So we’ve just covered the entire marketing side. And we’re about to cover sales. But before we do, let’s talk about aligning sales and marketing.
Aligning Sales and Marketing
Sales and Marketing are aligned through content. So remember, I just talked about the top, the middle and the bottom of the funnel, and each form of content that each layer contains. Now, the cool thing about that content is it can also be used by sales, especially these lead magnets in the middle in the bottom of the funnel. But there’s also other forms of content like cell sheets and white papers and case studies and testimonials and presentations and battle cards and playbooks and sales scripts, call scripts, email scripts, there’s a lot of things that sales can use, that are content that marketing can create, or at least help create.
So classically, experts will say that sales and marketing are aligned through process tools and data. And that’s it. But what I realized and what was verified on that flight from San Francisco to Atlanta, you know, many years ago, the Silicon Valley Insider, I sat next to in first class said, there has to be something else. And I said, I think it’s content. And we went over it. And we realized that it’s actually content, the process is and the tools and the data. That’s all that all comes from the marketing automation in the CRM integration.
So how you use the CRM, how you use the marketing automation tools, that’s your process. Those are your tools. And the data is what’s created as a result of the use of it. But what actually allows sales to do their job more effectively, its content.
Sales Enablement – Content
And in that time between then and now, a whole new category of business has opened up called sales enablement. And that’s what really aligned sales and marketing, sales enablement and the content that’s created as a result.
So now let’s talk about the sales side. At the very top of the sales side, we have the CRM. And before I talk about the CRM, let me just mention this tools layer and why it’s laid out this way. Our original model didn’t have the tools layer. But it became important to identify what kind of tools were in each side. That’s why this tools layer has CRM, sales, engagement, and sales enablement tools on the sales side. And the marketing side has social tools, webinar tools, website, and marketing automation.
Those are the tools that you’re going to use. When I say webinar. I’m not talking about the webinar that your webinar we’re talking about, like GoTo meeting. When I say social, I’m not talking about your social posts, I’m talking about Hootsuite, Meet Edgar Sprout Social, that sales enablement, I’m talking about seismic and others.
Customer Relationship Management – CRM
Okay, so now that we got that out of the way, a CRM is important. It’s your customer relationship management tool. It allows you attract the leads that you generate through your outbound prospecting. And it also allows you to pull in leads from the middle and bottom of the funnel, who gave you their contact information when they signed up for a lead magnet. And we’re going to get back to that in just a second. But first, let’s move to the traffic layer. And talk about data pools. There’s a whole lot of data pools out there, like Zoom Info, discover.org, and then a whole wide range of like email scrapers, Scrape, Hunter.io, Apollo.io, there’s so many of them, but they’re going to have the contact information for the prospects that you can reach out to, to see if you can convert them into leads.
And once you get the lists of leads, in the new model for outbound sales, you have to personalize your outreach. That means you need to know as much as you can about each prospect to qualify them and then figure out if they’re a good fit for your services. And this made prospecting a filtering mechanism. So the the old days of a salesperson prospecting from the yellow pages, and calling someone and expecting to close one out of 10 on the phone. Those days are over.
Now we have to identify people with unique challenges. But if you’ve read the challenger sale, you realize that you can’t just say what you do and then expect people to go Hmm, oh, yeah. Oh, I might need that. Now, you have to take it even further and explain what challenges and problems they’re likely having. And then tell them how you can solve those challenges solve their problems. This goes beyond just harvesting the low hanging fruit. We’re asking you to actually shake that tree, see what falls down, then climb up and check every apple for ripeness, so that, you know, when it’s likely to be ready to harvest, you can only find that kind of information through research and speaking with the prospect.
Now we move into the client acquisition layer on the sales side of the map, we split the sales role into two roles, which isn’t a new idea. Oracle’s been doing this since the 80s. And Aaron Ross talked about it in his groundbreaking book Predictable Revenue. When you do this, you have a sales development representative, and you have an account executive. When you split the roles into two, you have a hunter and you have a harvester, you have a prospector and you have a closer and here’s what happens. The SDR spends all day long prospecting. That’s their job. Their job is to find people in data pools research those people personalized outreach to them, and prospect. That’s their job. That’s all they do. And they get really, really good at it. And once the SDRs found someone that is a good match for what they do a good fit for their product or service, they schedule a meeting with the Account Executive and they pass them off. Once the meeting set, the account executive has control of the lead. And when they go to the meeting, their job is to present and then close. And what happens over time is the account executive gets really really good at closing because it’s all they do. All the SDR does is prospect and follow up and all he does is meet and close.
Now, you may wonder Okay, so what if there’s a meeting, and AE doesn’t close that person is the SDRs role to follow up so the lead just default back to them where they can follow up with them.
So I mentioned that we would get back to talking about the content. Simply, if someone came from an inbound channel into the middle of the funnel, and traded their contact information for a guide, that prospect can be added to the CRM, it’s automatically added to the marketing automation tool. But it could be added to the CRM as well.
And the SDR could reach out to them to find out what they’re going through what challenges they’re having, what interested them in learning more about whatever content they downloaded and read. And in that way, the SDR can help move the lead into the bottom of the funnel where they can become a prospect and encourage a meeting to be set up between the prospect and the AE. The other reason why content is so important to aligning sales and marketing is because this content can actually be used in outbound prospecting. Because sometimes people don’t want to set a meeting with you, they don’t know about you, they don’t understand the value you offer. So what better way than to give them some content and showed them therefore the SDR can use all of the top of the funnel, middle and bottom of the funnel content. Because not every prospect wants to have a meeting with you instantaneously. And not every prospect is interested right now in purchasing. But they might be in six months to a year. The best way to keep top of mind and to encourage a conversation is to provide them with some kind of content. Now once the lead is moved into the meeting with the AE and the AE closes them, then they move into the post sale layer.
The post sale there covers the conversion of the lead, you know the purchase and covers all of the different ways that they can purchase then it covers the onboarding sequence. Because when you get a new customer, you want to onboard them and help reinforce the fact that they’ve made a good decision
Ascension helps build the relationship with your new client and ensures that they’re satisfied with the product or service. But then it goes a step farther by asking them to buy more or repeatedly. And remember, you want to do that because you’re interested in ensuring that they had a good buying experience that they’re satisfied with the product and service that you offer. If they could buy additional services or products to help them achieve their goals faster or easier. Then you owe it to them to bring it up.
And as you keep the relationship going. Those clients become advocates for you and your business where they can leave you testimonials and do case studies and even refer their friends.
And finally, sometimes people slip away clients disappear on you, but you can run reactivation campaigns to bring them back into the fold and you should because they’re extremely effective, and it’s a lot cheaper to re acquire an old client than it is to get a new client.
So there it is, we’ve covered the entire Client Magnet System again. And now you understand that every area of the Client Magnet System requires at least one tactic to be engaged employed at work at all times. So that means that if you have a website, you need marketing automation, you’ve got to have a CRM, you’ve got to have a sales team, you’ve got to have a marketing funnel with content that you’re producing regularly. That is important to your ICP persona. And you’ve got to be marketing that content both through organic means and through paid means driving new leads into the funnel, creating prospects out of them as they take up your guides and other information. And then having sales engage with them to learn more about them. And see if there’s any other ways that you can help them with content that you’ve already created and driving them through the funnel towards the account executive where they have a meeting. They’re presented the offerings or services, and then they’re closed, converted, onboarding, ascension, advocacy and reactivation. In each of these areas, you need a campaign or a tactic going on simultaneously.
Remember, omni channel, multi channel, you can do one thing, you can run paid ads to a landing page that gives someone a webinar, but that’s awfully limited. And how stiff is your competition. The less you do, the more easily your strategy can be knocked off.
And we’re not just talking about competitors from your city, or your state or your region. Now, we have competitors across the world now. And they’re all vying for your clients.
So you have to have a message that resonates with your ICP, your persona your target market, and makes them realize that you’re the best choice for them.
That’s all I have for you this week. Make sure to like subscribe and hit the bell to be notified when we put out new videos. We’ll see in the next one.
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