LISTEN to the Mindwhirl Marketing Podcast Ep 3 – How to Generate B2B Leads with the Client Magnet System
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Shelly Miller 0:00
Welcome to the Mindwhirl Marketing Podcast. In this episode, we teach you how to generate b2b leads using the client magnet system. Be prepared to take notes, because we go over every strategy and tactic to get attention in your marketplace and generate a flood of new leads from people who are interested in what you sell. This isn’t a quick list of tactics that could help you generate leads. No, this is the complete model for successfully marketing and selling that works today and tomorrow and up markets and down markets. And stick around until the very end and we’ll tell you how you can get your hands on the outline for this episode, which includes every strategy and tactic included in the client magnet system. As you pay attention all the way through to the very end will hand you the secret blueprint the fastest growing companies in America are using to explode sales and dominate their markets. So buckle up because we’re moving fast and we don’t want you to miss anything.
Mike Miller 0:59
Welcome to Mindwhirl marketing podcast. I’m your host, Mike Miller, along with my co host, Shelly Miller. Hello. All right. So today we’re going to talk about how to generate b2b leads with the client magnet system, which is extremely important right now, not just now. But, you know, because of COVID, but also in the future. So this is like, what we’re going to talk about today. Works has worked for the last five years. Mm hmm. It’s working now. And it’s going to continue to work well into the present. I mean, into the future will into the present. But this isn’t just a off the wall, you know, system. This isn’t like a system that other people talk about when they’re talking about marketing using Facebook ads or something like that. This is a complete system for marketing, your b2b business. And in it’s like a to z but It’s not only complete, it’s a, it’s easy to understand, because we’ve taken the time. And we’ve, you know, invested 20 years and organizing this to make it as easy as possible. Yes. Right. So we have a lot to cover, because we’re talking about the client magnet system as a whole. And, really, that’s how you generate b2b leads. That’s how you get the best results from your marketing is by having a complete marketing system. So we need to, you know, we’ve gone through this twice to try to get this in an hour. So we’re going to go as fast as we can, while still, you know, being as complete as we can. And we’re gonna talk about each each, every aspect of it, and there’s going to be a lot of little tidbits and tips and secrets along the way.
Shelly Miller 2:54
It’s a big massive topic, but it’s great information. So it’s exciting that we get to talk about that. And and I know that it’s very valuable. It’ll be valuable to our listeners. So
Mike Miller 3:04
yeah, I do do exactly. So the first thing we have to start with, right, so let’s So basically, if you, since you’re listening to this, you need to understand what the client magnet system consists of. and it consists of four phases. The first phase is tools, right, you have to get your tools together before you can do anything else. The next phase is traffic. And it’s traffic that you bring to your, your website and, and you can’t convert anyone until you get them to your website, essentially, or you reach out to them. We’ll get into all of it. The next phase is so we have tools then we have traffic then we have client acquisition, that’s the client acquisition phase. And finally, the post sale Now each each of those, the first three phases are split into sales and marketing. Because we’re talking about your client acquisition system as a whole, right, the front end of your business. It has two teams, sales and marketing. So we’re going to go through each of the phases, you know, tools, then traffic, then client acquisition, and we’re going to talk sales and marketing. But since we’re marketers, we start with marketing first. Yeah. And just simply simply confusion.
Shelly Miller 4:37
Well, we believe that it starts with marketing.
Yes, someone has
to sell something, but they it’s easier for them to sell if they have what marketing provides.
Mike Miller 4:44
Right, exactly. So that’s where we’re going to start. So but before we start, right, well, in the client magnet system, right in the middle, we have ICP persona. Now, what does that mean? So ICP is ideal Client Profile or ideal customer profile. And it’s also called, you could also call it an ideal prospecting profile. But this is a sales term. So sales typically uses that, then we have persona, which is a marketing term, but they mean the same thing. Really your ideal customer profile is the target that you want to reach the customer that you could help the most with your products or services. Yes. Right. And, and the thing is, is that you could have an ideal customer profile. So let’s say that there’s a specific industry you serve. And in that industry, there’s a title that you serve. And you could say, well, all of those people are my ideal customer profile. But that’s not necessarily the case. Not right. So there’s many reasons are many things that make your ideal career. customer profile. And your job is to identify those, those things. And it’s going to come down to the psychographics the the need that they have, that the business has, and the person that you’re selling to. So I mean, I can I can if I explain more, we’ve got to talk for hours. You right? And but, but really that’s the basics of it, don’t you think? Oh definitely.
Shelly Miller 6:32
I mean, and this is an outline so this will really give you the path to understand how this works. And then we have a materials a book and plans for get when we go in depth with you.
Mike Miller 6:47
Right, exactly. And also we’re going to make this the outline of this podcast available. And we’ll we’ll talk more later at the end will will tell you How you can access it and and get the PDF so that you can see just everything that the client magnet system has to offer. You can see the complete outline. Yes. Okay. So that first so let’s go to the first phase. That’s the tools phase. Because you have to have tools in place in order to get in order to make all of this happen. You do. So in the tools phase of the client magnet system, there’s sales and marketing. On the marketing side, there’s two major tools. those tools are the website and marketing automation. And you may wonder, okay, well, you know, what does the website contain? Well, there’s, you know, we’re going to go over the strategies and the tactics for the website, but the first thing to realize is that it contains your message. The message for who, for your ideal customer profile or persona, Yes, right. So you have to resonate with them, and address their challenges their problems and meet their needs. You can do that through story and all kinds of ways. But this is where copywriting really, really helps. It makes a huge difference, right? The next thing that the website contains, and let me back up a second. The website is the hub of all your marketing. The reason why your your website is the hub of all your marketing is because you well, like there’s all everything I’m gonna say is why but essentially, you can track everything that goes on on your website. You can right so in the old days you put out a television ad How do you know anyone saw it? How do you know your ideal customer saw? You have no idea or not just the old days nowadays you you have no idea You know, only the my pillow guys is doing it by giving you a special code, you know, yeah, you know, come to my website and use the code, Giza 20. And you’ll get the free pillows, you know, whatever. That’s the only way he would know that you saw that that as well. Now, you can track everyone who comes to your website. And through marketing automation, which we’re going to talk about in a minute, you can track everyone who’s come back, and all of the all of the contacts that have signed up on your website. As they come back, you can you can track them and analyze where they’re going. So that’s why really your website is the hub of all your marketing, but it also contains all of your content and all the messages that you deliver to your ideal customer profile. Yes, your website has the landing pages and the calls to action that make the funnels work. Right. So funnels are a big, you know, word and it’s a big topic now, it is popular. So basically this word, yeah, a funnel is essentially advertise somewhere or have content somewhere that brings them to a lead magnet. And they sign up, they give you their information. And then they either purchase something right then in a tripwire offer, or you continue to market to them over time, because they’re part of your email list. And they’ve exchanged their information for your information. Right? Yes. So that’s what your landing pages and your calls to action do. Then you could also on your website, have live chat bots, like intercom.
And you could have exit intent pop ups, right. So these are like tools that go on your website. Exit intent pop ups. I know you’ve seen them if you’ve gone to hit the back button, you know, it goes, wait, what if we gave you 20%? Right? You’ll also probably want to use heat maps to see where people have been on your website, what they’re looking at, you know, you can always tell that they the logo goes in the top left, because that’s where everyone sees it, right? Yes. And you always like you have a fold just like a newspaper. So you put now it’s called the hero section. Right? You put the most important information right at the top there where they can see it. The logo always goes in a specific place. The phone number always goes in a specific place. The navigation is the way it is because this is what people respond to. So it’s not just you know, something that someone came up with. This is how we should do it. But it’s bland. Yeah, it’s planned based on heat maps and and studies. People have done and on their site specifically. So the reason I say that is if we wanted if we had a specific campaign and we wanted someone to see it, we need to know that it’s visible on the page. heat maps will tell us whether it is or not, yes. Then there’s visitor tracking software. Some of it’s not that great. But like lead feeder is one. And essentially what it does is it does a reverse IP lookup and tells you who’s been on your website. So you could see other businesses who have come to your website, and it’ll even provide contact information. Yeah. Right.
Shelly Miller 12:40
Yes. And some people will use multiple because of the different information that they give. So exactly these different forms of visitor tracking,
Mike Miller 12:49
right. And so all of these tools together, make your website like a huge marketing asset. Mm hmm. Right. It’s So it makes your website extremely important, extremely valuable, because not only can you track who’s coming to it, you can see what interactions they’re taking with it. And you can then through analytics, understand how
Shelly Miller 13:14
what content they’re consuming.
Mike Miller 13:15
There you go, what’s the best and? And are they seeing the campaign’s that you’ve put out that you want them to see? You know, there’s so much you can do with with the website and these tools. So that brings us to the next tool in the marketing side of the tool phase. And that is marketing automation. Right. So marketing automation, it’s like email marketing on steroids.
Shelly Miller 13:40
Yes. Good way to put it
Unknown Speaker 13:42
Okay. Um, basically what it does is it automates your lead generation and your email campaigns. And it does it through Well, we call them framing sequences and programming sequences. Now framing sequences are The easiest way to put it is it’s the five emails you get after you sign up for a lead magnet. And we’ll talk about lead magnets in a minute. But you want to frame people, right frame them set a frame around, right, the solution that you provide. You want to put a frame around the problem that they’re experiencing. And you want to either, right, so if you’re a therapist, you want to eliminate the problem. Yes, right. Yes. But if you’re a marketer, you want to intensify the problem. Right? Unfortunately, I hate it that that that’s how it is, but that’s how it is. That’s how you make money, right? So you want to ensure that they understand the problem that they’re experiencing, and all of the ramifications of not solving that problem. Mm hmm. So, okay, so then that’s what the framing sequence does. Right? And it does drops them into a programming sequence, which is essentially regularly scheduled programming. Yes. And that term is well chosen because we’re programming them to respond to us, programming them to keep, for us to be top of mind in their mind, programming them that we have the solution to their problems, but also at the same time, programming them with entertaining and informational content. So it’s it’s educate, inform and persuade. Right?
Shelly Miller 15:36
Mike Miller 15:37
Okay. So then, you know, what is what else? So is is marketing automation, just email marketing? No, no, because you also have the ability to do site tracking, event tracking, have automation goals, do funnel mapping, have attribution. So, so what does this mean? Right. So basically
And more, you know, but what are these mean? So
we can, when someone gives us their contact information, if they go into the marketing automation tool as a contact, that contact now has a has been pixeled or been cookie, right. To get technical there. They’re now tracked, yes, across your website. So as they go from page to page and they interact with different content, your marketing automation system tracks that and it knows who they are and and what they’ve seen and what they’ve engaged with. It also knows where they came from. That’s attribution. Yes. Right. So did they come from Google? Okay, they came from Google. I feel like it’s a glue glue. They came from Google wants They came from Facebook once then they came from Instagram once and then they, you know, had clicked like five links in your email. All that is attribution. And then you get to see the buyers journey as a whole, that it’s really all over the place and not a specific linear flow. Right. But you start to understand that when you use marketing automation, with marketing automation, you can also do split testing, which essentially means that we can, we can take a segment, a population, write, like 500 people, and as they come to our website, we can show 250 people one message and 250 other people a different message. And then we can compare them and make them compete against each other, the winner, we take that and that’s now what’s called a control then We make another message and we make that compete with the control. Yes. Right. So that allows
Shelly Miller 18:08
us to constantly get our marketing to the best it can be. Exactly.
Mike Miller 18:13
Yeah. Because we’re not just guessing at what resonates with people. Well, yeah, we know because we’ve been testing everything we can think of right? And then we can do contact and lead scoring, which remember, as we see these people come into the website. We know that where they’ve been, but let’s say we gave them a point value for everything that they did, right? So if they clicked a link in an email, they get two points. If they open the email, they get one point if they visit a page, they get one point if they download a lead magnet or a guide, they get, yeah, 10 points. Well, at some point in time, they will have reached a threshold and that threshold will allow will could notify the sales team that hey, This person seems like they’re interested in. And then the sales team would reach out to those people who had reached the threshold. Who were also ideal customer profiles. Yes. Right. And that’s an important point because a lot of people can reach the threshold, but they may be like, competitors who just want to download information. Right? So So, but that’s what lead scoring can do. But you still need a human element to it. So do you can’t fully automate everything and anyone who says you can? Well, when you do fully automate everything, just just a little tip, you lose out because people don’t respond to fully automated things that becomes apparent. They respond to personalization they do and then finally, marketing automation gives you analytics to show you everything that’s happening across your website, and across all of your emails and all of your promotions and marketing So okay, now we’re going to talk about the sales side of the client magnet system in the tools layer, or tools phase. So that’s CRM. Yes, it stands for customer relationship management or I was thinking client, customer relationship management. And basically, you know, you have many choices from Salesforce to Sugar CRM, you even have Microsoft Dynamics. There’s Pipedrive, Insightly. I mean, there’s Nimble, Nutshell, Capsule. I mean, now, you know, Base, I can name a whole bunch of them, but
Shelly Miller 20:41
let’s look today and there’ll be another one.
Mike Miller 20:43
Yeah, exactly. Exactly.
Not another CRM. You don’t need another CRM. No BS CRM. I mean, there’s, there’s there’s millions of them. But basically what they do is they are contact managers. So it’s a place for you to keep the information on your ideal customer profiles, right? So when sales reaches out to someone, or they identify someone that they want to target, they put their contact information. And that’s part of the, you know, the the research that they do. We’re going to talk about research in a second, but they have a place to put their contact information, and then update notes on all of the attempted contacts that they’ve made on that person. Yes, very valuable notes. Right, exactly, which is why you need to keep good notes. And you can’t have a which made me think of Close.io, which is another CRM, but they basically say that you don’t have to, you know, it automatically updates the CRM, so you don’t have to spend all this time, inputting good notes, which is a good thing and maybe a bad thing. You know, you just never know but anyway, every time you reach out to someone, you you track it in your CRM, and so you know what you have done For this to try to engage this contact over time number one. Number two, it’s a place to put all of your information, not just contact information, right? So think demographics, firmographics, right, who they are, what’s their contact information? Who do they work for? What’s that contact information? What’s the email, the address, all those stuff, all of that stuff, but also the psychographics. Right? The the personalization things? Yes. If it’s important for you to know that they went to Vanderbilt or Auburn or something, you know, some college like that, then that’s you put that information in the CRM. So that’s really all we need to say about the CRM. Yes, you have anything to add?
Shelly Miller 22:47
I don’t. that’s it in a nutshell.
Mike Miller 22:48
Yeah. Okay. All right. Now we’re going to talk about the traffic phase of the client magnet system, and we split into two sides as well sales and marketing and we’re going to Start with marketing. First, marketing has two boxes, organic and paid ads. Organic is the free stuff that you do, although it’s not typically free. I mean, if you thought about the fact that you could learn it and do it yourself, it’s free to post your content. But it’s probably something you would want to pay for, you know, pay for other people who are experienced to do for you because it’s just too much your as business owner, you’re going to want to focus on other things in your business. Yes, you
Shelly Miller 23:30
are. It’s very time consuming,
Mike Miller 23:32
right, exactly. So, after searching, I mean, so organic, right then the number one thing in organic is search engine optimization, right. Search Engine Optimization, you know, so you can be on Google on being in others. You. You want to be found when your ideal customer profile is searching. Yes, right. So the They’re going to be searching for their problems. They are, right. So you want to be there where they’re searching. And if you’re high enough, if your rankings high enough, they’ll find you. They’ll come to your website. But what are they but think about? What are they finding? They’re finding the content. That’s why in the tools layer, we talked about your website and content, content marketing being so important. The search engine optimization is based on the content on your website. People come to your website because the contents interesting or important, or solves a problem that they have. Yes. So then, we moved to the next piece of organic, right in the traffic layer is social media. And we call social media for b2b businesses, right? We only focus on Facebook, LinkedIn, Instagram, Twitter and YouTube.
Shelly Miller 24:57
Mike Miller 24:59
With that, those channels, you can build a big following because there’s people your ideal customer profiles are there and they’re looking for information. And they want to be informed and entertained, mostly. Right. So then podcasts and podcasts and YouTube are very similar to me because they’re their major channels that once people listen to you and see you there and follow you, they really it really builds the brand awareness. It does. Right and strong brand awareness. The thing that makes YouTube a social channel where a podcast isn’t, is that YouTube allows you to have likes and dislikes and comments.
Shelly Miller 25:45
Yes, right. So you’re engaging.
Mike Miller 25:48
Yeah, exactly. Next, under organic is press releases. Right. And remember, organic is or realize organic is a form of earned And owned media. So like your social as your own, but organic is or I mean, SEO is earned. Press releases are earned. Yes. Right. So press releases, speaking engagements, surveys, you can do surveys as organic, but that that would be your own media. So anybody in your marketing funnel, you would you could do a survey with partner sales channels and joint ventures, right. So you could have partners who sell your products, and you could sell their products or you could do joint ventures where you advertise their product or bundle their product with your product, you know, several different ways to take advantage of organic
Shelly Miller 26:50
Yes, you know, they’re very good options. People don’t think of those and utilize those enough, but those opportunities are out there and very lucrative.
Mike Miller 26:57
Yeah, exactly. Then you could have directory listings, especially if you’re, you know, local, you do a lot of local business, but but directory, actually directory listings are good for just about any business because it helps boost SEO with links, although it’s not very powerful, but still it should be there. And then finally Cora, where you answer questions online. So whether the question exists or not, if people are having problems, which so you’re in business and you solve a problem, so you should, you know, answer the question that your client is asking.
Shelly Miller 27:40
Definitely. And you can do a lot of that in Quora.
Unknown Speaker 27:44
Right. That’s basically all it is. Questions. Yeah, exactly.
Mike Miller 27:47
So just just a whole bunch of people answering a question. And it has, there’s value in it and it’s not just the fact that people will see it. Core does A lot of search engine optimization so they come up on a lot of writes themselves. So it’s it’s anyway use Cora it’s it’s an organic tactic paid ads, right let’s move to paid ads. So obviously you’re going to do the social media because you can get a lot of bang for your buck with social media and your ideal customer profile is there and you can target them a lot easier than you can. Any other method. Yes. So we’re, we’re talking Facebook, LinkedIn, Instagram, Twitter, YouTube. All of those have really good options for targeting. Mm hmm. And you can target the people who are your ideal customer profiles a lot more easily.
Shelly Miller 28:43
the data that they provide
from your audiences. Phenomenal.
Mike Miller 28:48
Exactly. And then this is how you know your retargeting and your remarketing which we’ll get into can be done. Then Fine. Then we come to Google AdWords, right? So Google and being Yahoo, you can advertise on those as well. And so that if anyone’s searching on the search engines, they’ll find you. Right? Yes. What I was, that’s what I was gonna say about social is that you have two ways to promote you can promote your content that you’ve already created, you know, you can boost it, yes content, but you can also advertise your products or services or lead magnets. Right. So then, other paid options are tradeshow booths, media buys, affiliate marketing, right. You can have a whole army of people selling your products you just give them yes and 15% influencers. You can hire influencers on social media to promote you. You can do form sponsorships direct mail. charity events and event sponsorships. Right. It’s a good way to It is especially, you know, if a family member is had any disease, you can sponsor that or
Anyway, you know, or even little league,
Shelly Miller 30:18
right, something that’s close to your heart. It’s usually what’s easiest if you have a child in Little League. It’s easy to sponsor something like that, you know?
Unknown Speaker 30:26
Exactly. Yeah. Because, yeah, exactly. So then there’s networking through Chamber of Commerce and a chamber of commerce events and executive events, like lunch and learns. Right? So these are the paid forms for b2b businesses to generate leads, but they’re not the only forms. Do you have the organic and you have the paid, you have many options in both. Exactly. And like, like we said, the PDFs going to be available, will give you the link. It’s in at the end of this So now let’s move to the sales side of the traffic layer. Okay, sounds good. Sounds good. Okay, so the sales side is made up of two boxes as well and that is data pools and research right? So basically the data pools are an assortment of databases where you can find contact information. Those are exactly you know the the top ones are exact data zoom info, Hoover’s one source ready contacts jigsaw.com spoke I profile active contacts demand base, and LinkedIn. Now all the others you can actually purchase the contact information from LinkedIn you can’t but it’s probably the the best data pool Yes, but it requires the second part the second box in the traffic layer on the sales side and that is research. Right? So, but before we get there, let’s also say that data pools where you can collect data on your ideal customer profile. So let me back up for a second. You don’t want to target everyone, you want to make a small list of targeted, ideal customer profiles. Right? So let’s say 100. So, like Anthony Iannarino calls it your dream. 100. Yes. Right. So that’s, that’s a good point. So, so you’re going to find those people, and you’re going to find their contact information. And that’s what the data pool is, right? And that’s why you can buy a whole bunch of data or you can just focus on those few select individuals who would be most likely to buy from you and could benefit from your solution the most. Yeah. So you’ll find them in lead days. databases, but you’ll also find them in directories and on forum boards. Mm hmm. Right. And you could even think about social media like LinkedIn groups, Facebook groups, right? Things like that as well. For research, now we know who we don’t know we have an idea, right? of who it is that our ideal customer profile is. And we know where we can get or purchase some of the data on them, the demographics and the firma graphics, we can purchase that but the psychographics, we’re going to have to find ourselves and the psychographics are extremely important because you’re not going to just make a call and get a meeting. You need to know something about the customer and their business. And I can go deep into that, but we don’t have five hours. So so I’m just going to keep moving on. in research, you want to use tools like LinkedIn, obviously. And in some cases, when you connect with people you can, they will they will make their emails available.
Shelly Miller 34:13
Yes, some people do.
Unknown Speaker 34:15
But if, if they don’t have their email on their profile, then you can find their email with tools like hunter.io rocketreach.co, findthatlead.com, skrapp.co, that’s SKRAPP is a scrape, but it could be scrap scrap yeah.io and voilanorbert.com, like, voila – norbert.com And the important thing about this is that and I know voila, Norbert and findthatlead and Hunter. They also do email verification. Right? Very useful. Yeah. Because sometimes they’ll they’ll say, Hey, this is our best guess about this email. But you know, Need Your deliverability to remain high? Because if if everything you send is goes into the spam, you know box, then if it’s you know, looks like junk then no one will ever see your message. So,
Shelly Miller 35:14
verification tool is wonderful. Yeah, you keep that from happening.
Mike Miller 35:18
And basically if you if you don’t have a really solid verification on an email that it’s actually an email, then don’t send it.
Shelly Miller 35:26
Unknown Speaker 35:28
So that’s research. And I know that these email finders, email verifications are tools but it’s a tool that you use during the research phase, and it’s not a major tool, like your CRM, right? Okay. Okay, now we’re moving to the client acquisition phase of the client magnet system onto the marketing side, so sales marketing or in the marketing side of the client acquisition phase. So what this consists of is the marketing funnel so Really, you know, let’s talk about that for a second before we get going into, you know what? Each layer the funnel consists of let’s talk about what’s the marketing funnel. So it consists of a top of the funnel, the middle of the funnel and a bottom of the funnel. Right? really creative, but but it’s based off of a marketing formula. And there’s several, but AIDA is the classic example. Yes. So awareness or attention, interest, desire and action. Right? So that’s the AIDA formula. But if you look at it, awareness and attention, that’s really the top of the funnel. It is and that’s the goal of the top of the funnel, right? interest. That’s the goal of the middle of the funnel. Desire. That’s the goal, and the type of content you would have at the bottom of the funnel. And then finally, action. That’s where they convert Yes. So what are we saying that when we use the funnel, you know, methodology or the AIDA principle? We’re really saying buyers journey.
Shelly Miller 37:14
We are, right.
Mike Miller 37:15
Yes. So the buyers journey is
for that unique ideal customer profile. And it’s important to realize that like, okay, so So what do I mean about the buyers journey? When someone has a problem, they don’t necessarily realize that they have a problem yet that you may find this in your life but you know, when you go before you buy something you realize, you know, I need I’m having this problem that keeps coming up. Now, what could I do about that problem? What are my options? Right? Well, that’s That’s where that’s the top of the funnel. That’s where they become aware of their problem. And aware that they could fix their problems. Yes. They want to find solutions to their problem. Now they’re interested in fixing it. They move into the middle of the funnel, and they look for specific solutions that could solve their problem. They even compare it with doing nothing. You know, just living with it.
Unknown Speaker 38:26
Yeah, right. Yeah. Yeah, good point.
Mike Miller 38:29
Yeah. So you so you have to look at what are out there. So they’re looking at what are all the solutions that are available to me? Then they pick a solution. And, you know, let’s say it’s your company. So now they’re looking at the specific reason why your solution is preferred to all the other solutions, right? So there may have been like, five different solutions to their problem, including doing nothing But they chose one solution. And there’s four providers of that solution. You just happen to be one of them. Now in the bottom of the funnel, they’re going to compare all the solution providers. Right? Right, that match the solution that they choose. Right?
that’s the marketing funnel at work.
Right? So the top of the funnel, the middle of the funnel and the bottom of the funnel, their content and everything is designed around the challenges and the path that the buyer would take in order to purchase. Mm hmm. All right. Yes. So then the The other thing to point out about that, is that the Okay, so let’s say you sell a product to the vice president of sales, the Vice President of Marketing And the CFO for some reason they all are target. Mm hmm. Well, they’re three icps that you could target in a specific type of business, right. But each one of them would respond to different messages. they would they would
Shelly Miller 40:17
they get their perspective in their position.
Mike Miller 40:20
Yeah. So they have different problems. And your message needs to resonate with each one of them specifically does. So that means you have they’re all on different buyers journeys. They are. So your your marketing funnel needs to reflect the buyers journey for each ideal customer profile. Yes,
Shelly Miller 40:42
definitely. All right.
Mike Miller 40:44
So, so that’s the marketing funnel. You know, overview. That’s it, it works. So let’s talk about the top of the funnel into top of the funnel, right we call it tofu. But in the top of the funnel, what content Would you put out right? What is the content that you would use to attract people to help them become aware that they have a problem?
And that would be
your blog posts and articles, infographics, informational videos, podcasts, slide decks, and all of your social media. All right. So, you know, in this is most likely the organic social media right here that leads to the top of the funnel. Yeah, good point. Okay, so remember all of these forms of content. Again, pod, blog posts, infographics, informational videos, podcasts, slide decks, and social media. All of those forms of content are designed to generate awareness to bring people in. And, you know, search engine optimization specialists will say That they need to be focused on keywords that people are searching for. But why would they be searching if they weren’t searching for answers to their problems? Right so so that’s that’s what we’re doing so then the next thing you want to do on the top of the funnel is do retargeting and remarketing right, depending on if you’re its name different things depending on Google or Facebook, but basically in the top of the funnel, you’re, it’s it’s open content, right? So they can just come and get your content. They don’t have to give it’s undated as what we call it, yes. So they don’t have to give anything to get your content. But you can still create a list of them using retargeting remarketing. And that means you’re putting a cookie or a pixel on their computer, and you’re tracking them right which going back to the marketing automation Tools, you’re tracking them with that, right? But also you got Google and Facebook tracking them as well. And then you can put out specific ads to those people, you know, because you know, and Facebook will help you segment them. So anyway, we could go on in that for an hour, but we won’t, we’ll move along. So the last thing is different content formats, right. And so this is really important. And it may seem like I’m just saying the same thing over but really think about it, you can take this podcast, and we can create one or several blog posts from it. We can create one or several videos from it. We each video that we get from it, we can split it up into little segments and make social media posts from those videos. Plus promote it. And if we made several blog posts about it, we could have have many social media posts.
Shelly Miller 44:02
Yeah, we call it splintering. Yeah. And it’s just the best way to
get the best bang for your buck of
all of your content. You know, you can you can break it up. And Pete, you know, put pieces out on so many different networks that it makes it very useful in many formats. Right,
Mike Miller 44:19
exactly. And it’s a way to create, because content should be really valuable. Right, it should be really good. So that means some people say you have to produce Epic Content, right? It takes a long time to do that. So if you just create an epic piece every month, and you only have one a month, then what channel is it on? Hopefully everyone can will see it, but that’s not the truth you have to have. And this is what the client magnet system gives you an omni channel approach because you never know where they’re going to be. But you want them to interact with you everywhere. So you can Create many forms of content from one epic piece of content, right? And then you splinter it like Shelly said. So then that’s the type of content you’d have in the top of the funnel. But now let’s move to the middle of the funnel. Then the middle of the funnel, we call it mo foo. Right? So we had tofu and you thought we were going to keep going with the food references, but we’re not. So now we are at MoFu, and MoFu and Bofu are made up of lead magnets. right because we’re generating leads and what we want to do is give I mean, it’s in the name. We want to give the lead something that’s irresistible, something that they would gladly exchange their contact information for. So it has to be a magnet, right client magnet system, right? So it has to be a magnet for them and then they would find it valuable or even irresistible? Right? And, and so that they would exchange their contact information for when the middle of the funnel were only wanting or requesting their name, maybe even just first name and email address. And the fact that and now because of GDPR you also have to say and you won’t sue me if I send you emails and you have to be in the European Union.
Shelly Miller 46:30
So that’s another topic.
Mike Miller 46:32
Yeah. So those lead magnets are made up of ebooks, and guides, like a buyer’s guide, trend report, research report, white papers, webinars, case studies, and testimonials. These are all really attractive to people in the middle of the funnel because again, they’re they have an interest in solving their problem. So they want to know how can I solve my problem? What’s the best way to solve my problem? And these lead magnets should tell them what to do. Mm, they should not how to do it. But what to do? Yes. Okay, so, good point. That’s the kind of content that you can have, although there are other middle of the funnel tools that you can use or tick tactics, right. And that, that would be like free apps or tools. Right. So let’s say an example of that would be if you’re a bank and you sell to mortgage brokers, I don’t know, I’m just you know, off the cuff. But if you were selling to mortgage brokers, you could provide a free calculator, right? Not just a cheap mortgage calculator, but one that lets them do all of the different breakdowns and figure out compound interest. And, and what the actual monthly payment would be for a house over, you know, 20 years? Yes, right. So something like that free app or tool. You could also do newsletters. Now, those could be you digital, you know, email marketing through your marketing automation, but they could also be mailed, printed and mailed. You can do surveys. And surveys are really important because see, now you have their contact information. You can say, you know, segment them as well, especially if you’ve done research on all the leads that come in, you could segment them and say, since you’re a financial analyst, we would like to know, if you’re experiencing these problems or which of these problems is the one that you’re experiencing the most. You know, and then and then get information and feedback from your market, so that you can ensure that your messages are resonating. with them. That’s the whole purpose. Then you can also do remarketing and retargeting on the middle of the funnel, because these are special people who’ve given you their contact information. But just because you would do remarketing and retargeting in the, the top of the funnel, right? Because they haven’t given you their contact information yet. And you now know who they are. But you can hit them with ads or promotions, no matter where they are on the on Not, not everywhere, but across a wide range of the websites, they visit online. You can have more targeted ads. So basically, you know, you picked up this lead magnet. You know, hope hope you’re getting the value from it. And here’s the next step. Yes, check out the webinar, something like that. So That’s why you would do remarketing and retargeting in the middle of the funnel. And then finally, the book funnel, which is a way to basically it’s the free book. Just cover shipping and handling.
Shelly Miller 50:14
Yeah. Right. Brilliant. It’s a brilliant funnel.
Mike Miller 50:17
Yeah. Because, you know, that’s the way to instantly get to the top of the New York Times bestseller list. Hmm. Yeah, good point. Yeah, you know, you can just sell the book before even publish it or print it. And all of a sudden sell 50,000 in one day, and you’re at the top of the New York do that now? Yeah, yeah, The New York Times. Yeah, New York Times bestseller list. And you can even do it with Amazon too. You can manipulate it. Yeah. So it’s kind of anyway, that’s, that’s that would be a middle of the funnel tactic. So let’s move to the bottom of the funnel. In the bottom of the funnel, we have lead magnets as well, as we said, the bottom of the funnel is made up of lead lead magnets, just like the middle of the funnel, except these lead magnets require more information to get. Right. So it’s a form of gated content, as well, but we don’t just want your name and your email address. We want your phone number, we want your title, we want the name of your company. You know, that’s at a minimum. Yes. Some places want a lot more than that, you know, some businesses want a lot more information than that, but
Shelly Miller 51:36
but it’s bottom of the funnel content. So you’re willing to give that information because it’s usually big, vast pieces of great information that you really want your hands on. So
Exactly. Don’t think twice about giving the additional information.
Mike Miller 51:49
Right and so and perfect, perfect. segue to what is the bottom of funnel content? Why do you really want to get your hands on it? It’s because you now have desire to solve your problem. And you’ve chosen the format or the method that you want to use to solve your problem. And you’re getting excited about it, you know, because you can see, hey, my life’s gonna change. I’m not gonna have this problem anymore. I’m gonna have more time, more freedom, better results, or money.
Shelly Miller 52:20
This company has given me no information about my problem that’s like they were in my head and listened to me, right? And then they gave me some tips on how to do it. So I want this next I want to take the next step. I want to see the nuts and bolts of how they can solve it
Mike Miller 52:37
exactly the bottom of the funnel content, right? And then I want to get all excited about having my problem solved. Yes. And that’s where the desire comes from. So we’re at the bottom of the funnel. How do you do that? What are the lead magnets that you would deliver in order to build that desire? You would use live webinars automated evergreen webinars guides like 10 reasons to choose us you could do comparisons versus you know your business and other businesses or comparisons, many different comparisons even against doing nothing you could do video courses and you can get as sophisticated with that as you want and you can also do trials which is what software as a service companies usually focus on you know like you can use our tool for like sales navigators giving away a free month yes, no, you can use a free month on LinkedIn Sales Navigator or get a free month trial on on other tools. So that’s the the lead magnets you could get but realize you could also do remarketing and retargeting in the bottom of the funnel as well. with unique messages just for those people. Yes, right.
Shelly Miller 53:56
So remarketing and retargeting for every face in the The top bottom and middle.
Mike Miller 54:02
Yes, exactly. So and and realize what you’re doing is you’re creating different lists. So you have remarketing lists and for top of funnel for the middle of funnel for the bottom of the funnel, then you have an email list for the for the middle of the funnel and the bottom of the funnel. You don’t have their email yet but in the top of the funnel, but you have the remarketing, but in the middle of the bottom of the funnel, you have their email address. Yes. Right. And in the bottom you have their phone number. Mm hmm. Right. Yeah. So and you may have already had it But anyway, it’s it’s nice to get it from them because then you know, it’s, it’s pretty accurate. Alright, the last thing to talk about, under the section of the marketing funnel, could be sales enablement content, because marketing is responsible for a large part of the sales enablement content, but it’s really a sales thing. And we’ll talk about that in a second. So let’s move on to sales. Right, right. So on the sales side of the client acquisition phase, there’s, we split it into two roles. Because it’s, it’s known to be the most successful the most profitable way to organize your sales process. Right? So the two roles that we split them into are an SDR and an AE. So SDR sales development Rep. AE account executive. Okay, so why, why do we split them into two roles? Well, the the best way to understand this is to look at the sales process. So let’s say you know, this is 1980. And you’re a salesperson. So what do you have to do? What’s the sales process? Well, you need to develop a list of the people you’re going after. And, and, and in the 80s, you didn’t develop a ideal 100 or you know, ideal ICP ideal customer profile. And now you do, right? Yes. So you do list development, then you prospect cold call, then you follow up and you keep following up until they respond to you and you can get a meeting. Then, once you get the meeting you perform the meeting, you give them a demo a presentation, whatever it is, when you follow back up with them. And typically back in the day, you would follow up so that you could deliver the presentation on a follow up meeting, yes. And then after that meeting, they would, you know, say well, we’ll need to do all these things to decide. So then you would follow up with them again. And then you would finally hopefully, eventually Close them. Right? Yeah. So it’s a huge process for and all this time you have a quota, right? You need to close a certain amount every month. So you got to find these people you got to get them interested, you got to get them into a meeting, you got to close them at the meeting and develop proposals. So that means that
your sales cycle is long
Shelly Miller 57:26
that is a long sales cycle,
Mike Miller 57:27
right? So what if you split those tasks up into two roles? An SDR sales development rep, where they focus on just you know, prospecting, lead, developing a list and prospecting and then the account executive focuses on closing. So what happens is, let’s look at it from the account executive first. So basically, they come into work and the first hour they got a meeting Where they’re trying to close someone, then they end five minutes early and they get just enough time to get a cup of coffee and then right on the next call right to close someone, right. So back to back to back closing calls. How many do you think it takes them before? They’re really good at it? Not good question. Yeah, not very many. Yeah. In the first week there, they’ve heard every objection they have, right. And
Shelly Miller 58:26
because we’re talking four or five, lunch four or five,
Mike Miller 58:29
I mean, yeah, exactly. And if they have a good sales trainer or sales manager, who is doing role playing with them, and helping them learn how to overcome the objections that they’re hearing all day long, right, then they can get really, really good at it. Meanwhile, the other guy who’s trying to do everything himself, he doesn’t have a closing conversation, but like three times a week, yes. And these are not professional at all. Yeah, right. And these A’s are doing, you know, five to eight a day.
Shelly Miller 59:05
And I shouldn’t say professional, it’s just he has to do more to get to where just a closer can get
Mike Miller 59:12
Right, exactly. It’s all about experience. Mm hmm. And so how much experience can you get doing a certain thing? Right, so the SDR role is all about finding leads, finding the contact information on them reaching out to them, and really getting good at finding prospects. So think about how good they can get at cold calling, because it’s all they do. They can’t avoid it. Which is what happens with most salespeople, they do all the other stuff, but the stuff that intimidates them the cold calling,
Shelly Miller 59:52
yeah, they tend to put off
Mike Miller 59:54
right. So that’s why you would split it up into two roles. Because they get really good at what they’re doing very good point too much for one person. And so you split it so that the role doesn’t take 14 hours a day to do. Right. And they can have a good quality of life. Yeah. And then marketing can assist them as well. But so let’s, let’s go and let’s look at the sales development. Rep. All right, the prospector. Right? What is their role? So they have processes and tasks. The process is that they’re going to do the list development. Right, then they’re going to prospect using cold email and cold calling. They’re going to follow up and they’re going to set meetings. They set meetings for the account executive. Then so that’s that’s their process. That’s all they ever focus on, but their tasks every day. Going on LinkedIn, and social media, joining and participating in groups, connecting with people following up, I mean, following them and engaging them posting daily using generated content generated by marketing. So self generated and content generated by marketing,
Shelly Miller 1:01:22
right, as you said before, they should try to come up with something once a day, at least, then they can use the marketing content.
Mike Miller 1:01:31
Yes, the other post exactly, because if you look at it, so let’s say Facebook, well, twice a day, they should post on Facebook, right? And you can go well, what about business and personal for me? It’s it I’m personally an entrepreneur, right? I personally own this business. So I don’t have a personal account. Some people do. Some people have their own personal Facebook accounts. But you need a business. account if you’re not, if you’re not going to use it dual purpose, you need a business account.
Shelly Miller 1:02:05
Definitely you do on Yeah,
Mike Miller 1:02:06
on Facebook and then you should post like twice a day on Facebook, LinkedIn, you should post at least once a day. Instagram, you could post eight times a day. Twitter, you’re like it’s 16 times a day. Right? Right. Yeah. So Twitter is the hardest to do content wise. It is
Shelly Miller 1:02:26
because of the number of times that you requires for you to even be seen. Right as that Twitter feed is just running, running, running. So
Mike Miller 1:02:33
Exactly, exactly. Which is why you’ll also notice that when the press make a mistake, and they lie about something and they have to apologize for it, they always put it on Twitter. Yes. As it goes. Yeah, you know, so they could say they apologize, but no one really no one ever saw it. Yeah. Anyway,
Shelly Miller 1:02:51
and I want to say about these, you know, a lot of people, especially in b2b mentioned that, oh, I don’t think Facebook is for me or I don’t think Customers are there or they’re on Instagram. They’re just LinkedIn. Are they really on Twitter? The numbers show there. They’re on all for you. You really need. It’s not just LinkedIn, you need to do Instagram, you need to do Facebook. And you need to do Twitter as well.
Mike Miller 1:03:16
Yeah, yeah, exactly. Yeah. Our top four are Facebook, LinkedIn, Instagram, Twitter, then YouTube.
Shelly Miller 1:03:25
Mike Miller 1:03:28
The other test that the sales development rep has to perform is cold call. What basically prospecting. So how do you do this with cold calls and emails? And those would be cold or warm. It just depends, right? And I won’t get into all the things. I will just mention video yard, right? Because there’s a lot of ways to prospect and, you know, in future podcasts, we’ll go through all of this. It’s just that we wanted to run through everything right now. So you know exactly what it takes to generate leads b2b leads
Shelly Miller 1:04:04
now, right, a good outline of what you need to do.
Mike Miller 1:04:07
Right, exactly. So
that’s really the role of the SDR, they have a process and they have tasks the tasks are. And the process really is to build a list and to prospect and set meetings for the account executive. All right, now let’s talk about sales enablement content. All right. So why sales enablement content? Well, the first thing is you have to understand that marketing, as we said before, marketing has all of the resources to create content.
Shelly Miller 1:04:43
Mike Miller 1:04:45
sales enablement content is that content that your your customers want, right at the bottom of the funnel, right. So so just to push them over the edge, like let me give you examples. Okay. So we have where am I here we go. Case studies, right? But not the case studies that you put on your website No, like full white papers full on case studies, product sheets, demos and presentations, even comparisons, brochures, white papers, right? These are the things that you don’t put on your website. You can’t really download them from your website, you can only get them from salespeople. Right. So the salespeople deliver it. But that doesn’t mean that marketing can’t create it. And it also means like certain things like demos and presentations. So what typically happens in a business and on a sales team is
creates a demo, or presentation. And he hands it out to the sales team. And they take it and they remove slides. And they change them around. All right. Yes, yeah. Yeah. And then they have, if you got five sales reps, let’s say Some mostly like hundreds. You have five different presentations.
Shelly Miller 1:06:05
Yeah, slide decks you do.
Mike Miller 1:06:07
Yeah. So what messages are resonating? Right? How do you know? How can you gauge how can you? Yeah, you can’t, you can’t. So they all need to be the same See, the salesperson has to a they need to all close the same way they need to all work together as a team to find the thing that works. Like, let me give you an example. Okay, so back in the late 80s. I worked for Olan Mills selling portraits to churches. Yes. For they’re traveled all over the country and sold their their books. I forget what they’re called anyway, doesn’t matter. There was a guy and he was amazing. He sold everyone who come who came in, right so if they they didn’t purchase from you it was called an ace. Yes. And if you went aceless then you were like a superstar. Well, this guy went aceless like night after night after night. And we had that we had to work at night. Anyway. So he was like a superstar. Well, he trained me. And I thought, see what he was doing is he was going look at that picture. Wow, ma’am, sir, hopefully you don’t mind if I tell you that your wife’s eyes are just shining. Brilliant Emerald. Just amazing. This this, these pictures just make you guys look really great, really fabulous. That was his whole whole thing. You know, he’d show him the pictures and he’d tell him how great they looked. Yeah, and they would all buy and I thought that’s not me. I can’t do that. And for about three weeks, I didn’t do that and I didn’t sell much. Then I started doing it a little bit here and there and my sales improved. And then one night I was like, I’m just gonna go full out and Do it. I sold everyone. You know, I went. Yeah. Right. So basically, that’s what we’re saying. We’re saying, do what the best do. If they’re closing at a high rate, then copy them. Why wouldn’t you? Yeah,
Shelly Miller 1:08:18
follow that pattern and you win.
Mike Miller 1:08:20
Exactly your numbers. Exactly. So when there’s a presentation that they give, that presentation needs to be the same for every salesperson it does. It’s not time for you to be creative and to create your own craft your own special. And marketing needs to be aware of that. And anyway, we’ll get into that before but that is sales enablement content in a nutshell. Basically, it’s the content that you can’t find on the website that only a salesperson can deliver. Okay. So now let’s move on. To the account executive, the closer because they have a role and and, you know, process and tasks as well. Their process, right the role of of the the account executive is too close. So really all they have to do is meet with people and close if they’re doing Software as a Service, it’s meet and close. If they’re doing more customized solutions, then they may have to meet, follow up for a presentation meet again, you know, to deliver the presentation, then close and hopefully not follow up then close but right, but it’s Yeah, so essentially, there’s a certain process, right. And it’s usually so we’re, we’re gonna say one call close, it’s meet, fall, meet and close. Okay, but they may have to follow up in there. Yes. Okay. The tasks that they’ll do, are really back to back. Closing calls back to back meetings and opportunities to close, as you were mentioning before,
Shelly Miller 1:10:05
you know, that’s how they get so good at it 15 minute call five or 10 minute break, you know, depending on 50, 55.
Mike Miller 1:10:11
Shelly Miller 1:10:12
exactly four times, then lunch.
Mike Miller 1:10:13
Exactly. Now, so what do they do if they have any free time we call it open time. That would be where they follow up with prospects, or they set up automations. That follow up automatically? Yes, with those prospects, and that’s really the role of the account executive, it seems limited, but the truth is there really on the ball all day, going back to back meetings, right, closing in trying to close everyone. But when I say trying to close, I don’t mean in an aggressive manner. You always want to serve you know, but it’s
Shelly Miller 1:10:55
right, that goes without saying Yeah,
Mike Miller 1:10:57
okay. Cool. So There’s some responsibilities that SDRs sales development reps and account executives share. Right? They both need to be doing this as well as the tasks and process that we had outlined already. Mm hmm. And those are, I’m gonna start easy an email signature, you know, their, their email needs to have their signature, but not just their name and phone number, but also a call to action. should check out this guide, attend this webinar, you know, follow me even, you know, follow me on Instagram, whatever, or LinkedIn. But they need a call to action in their email signature. The next thing they need to do is they need to be present on LinkedIn.
Shelly Miller 1:11:49
Yes, you have to
Mike Miller 1:11:50
Yeah, and that means posting regularly, again the premade content from marketing, which marketing should deliver and you know craft, a lot of content for the salespeople to use.
Shelly Miller 1:12:04
Oh, they should.
Mike Miller 1:12:05
Yeah, because they need to post multiple times a day. But then also the salesperson should create their own content. And but I’ve I believe that it should be one post today.
Shelly Miller 1:12:21
I agree. Right. So you don’t have time to be creating more than one. They can do more than one but one is of their own creation, the rest that comes from marketing,
Mike Miller 1:12:30
right? So and they need to post the content across all the channels that they’re using. So we’re talking Facebook, LinkedIn, Instagram, Twitter, right?
They need to post that every day. But
really focus on it could be Facebook, it could be LinkedIn is the main channel that you choose for your business. And it seriously could be Facebook as opposed to LinkedIn but You need to create one post for that main channel every day.
Shelly Miller 1:13:03
I agree. Okay.
Mike Miller 1:13:06
The next thing is to engage your connections. Right? So comment on their posts, when they post something, comment on it, tell them how great it is. Message people, keep in touch with them. Do well wishes and like the birthday, happy birthday, you know, Happy Anniversary for your business or whatever, right? Then you can congratulate them. Right congratulate them for being in business for five years or you know, it comes up automatically. LinkedIn tells you what it is. Right, take the time to go ahead and send them a personal message.
Shelly Miller 1:13:42
Yeah. And it’s easy because you get those alerts. So you know, they’ve been at this position for five years. They’ve been at this company for five years. They’ve owned this business, you know,
Mike Miller 1:13:50
right, exactly. it easy to connect. It does and you can stay in front of them that way. Then another thing you can do is visit their pages, because it tells LinkedIn tips. You who visited your page, or your profile, so you know, visit their profiles, get them interested, why did he come to my website or she, you know, whatever endorsed them, and then do recommendations if you can. So that’s what both teams need to do every day. Also, they need to inform marketing. And what I mean is, every month at least there should be a meeting between sales and marketing. So with this, the SDRs the ease and the marketing teams should meet. And the reason they should meet is because they have a ideal customer profile or persona that they’re trying to target. Well, marketing sees that ideal customer profile, more generally, or conceptually than sales, does. Sales sees the actual person His name’s Ed. Mm hmm. You know, to me, yes. So Sales can share a lot of information with marketing, on the messages that they’re using, and how well those messages are resonating. So together as a team line, yeah, as a team that can create messages and judge the effectiveness of them. So and especially when it comes to psychographics, because the salespeople are going to have more insight into the psychographics, because they’re doing the research on LinkedIn, the marketing team can’t do research on LinkedIn to find a specific person to advertise to, because they’re casting nets. They’re casting nets, whereas sales is spearing. Right. Right. So So sales and marketing need to have meetings at least once a month. It’s where they can discuss the issues and the challenges that the ICP is experiencing. And to identify, as I said before, how the message is resonating, and the results of the message that they’re using on conversations, meetings and closes. Right? Yes. And then the other two things that SDRs and AE’s should be doing as a part of their job is attending events, which would be easy, because if you if you buy a booth at a trade show, who are you going to send your sales team? So they would be, you know, at the events and attending the events? And then someone should speak at it as well.
Shelly Miller 1:16:44
Mike Miller 1:16:45
Right. So and even if one of your sales reps just wants to speak to the local Chamber of Commerce, they should have the opportunity to you know, yeah, they should Yeah, speak about their business and, and what they do, even if there’s only five years people in the room, which I’ve done before,
Shelly Miller 1:17:03
happen sometimes Yeah,
Mike Miller 1:17:05
exactly. So right there, we have covered, right, all the tools you would need. We’ve covered the traffic phase. And we’ve covered the complete client acquisition phase for the client magnet system, which has aligned sales and marketing and see right there talking about the meeting between sales and marketing, you can see how they’re aligned.
Shelly Miller 1:17:29
You can and why they shouldn’t be aligned, right,
Mike Miller 1:17:30
and why they’re aligned through content. Mm hmm. which we’ve been harping on, you know what I mean? They’re lying through content because it’s the one ideal customer profile, or let’s say they have five, but still, it’s just a couple. And those messages that resonate with, you know, this one ideal customer profile. Everyone needs to know, marketing and sales and they need to use the same points in their message, same benefits, same features, same problems, same challenges and discuss their solution. They do. Yeah. So, now the sale has been made, right? Yes. So we go into a post sale phase. And the post sale phase is made up of five parts, convert onboard ascend, advocate and reactivate. Right. So we’re not going to talk about the Convert process a lot because you know, how many ways are there to take money? Right now you can get a proposal signed or contract signed and then get paid. Yeah, whatever. So we won’t discuss convert a lot. But so now let’s move to onboard. Okay, so onboarding sequences, and customer retention strategies, so you have to ask yourself, okay, so how do I do that? And onboard. There’s several different ways but they all have the same goals. So that’s why Yeah, that’s why I put goals for onboarding. And so let’s list these out. Okay? So the goals for onboarding are to really set the stage for what’s about to come. Right? What you know what you’re going to get, and, and we’re going to talk about the deliverables that we’re going to deliver the, you know, everything, and then show you the results you can expect and how we do reporting. Right, and really go over what they’re going to get as a result of doing business with us. And this may be the first time you know, so so that everyone knows this actually may be the first time that they really know specifically what they’re going to get or what they’ve purchased.
Shelly Miller 1:19:54
It’s true. It’s always shocking to me, but it is the truth.
Mike Miller 1:19:57
Yeah. A lot of times, people purchasing Don’t really know what they’re getting
Shelly Miller 1:20:01
right. And everyone just thinks they know. So they just go right past the onboarding stage.
Mike Miller 1:20:08
Well, it’s obvious. No, it’s not obvious. This sets the stage, you have to have that onboarding does. It sets the stage, it sets the expectations. Right? Because then they can’t say, Well, you didn’t perform. Right, telling them what you’re gonna do right here.
Shelly Miller 1:20:26
Yes. Right. Yes. It’s one of the most beneficial things for that reason. Yeah, right there. Every when you get done with the onboarding, everyone knows what the expectations are. Now, they will probably forget that usually happens as well. But you know, you have created this provided it so you just keep reverting back to when if there’s ever another question about what did we do? Yeah. What did you say we were going to do? We you just revert back to the onboarding. Right.
Mike Miller 1:20:52
Exactly. And it helps the customer. Not stay happy. It makes them happy. Happy does it keeps them happy,
Shelly Miller 1:21:02
right? It shows them that you care. And you have a process for this to make sure that the work that we do for them, the work that you do for them is a success. It’s just more proof of, of your, your abilities and services. Yeah, there you go.
Mike Miller 1:21:19
Yeah. Yeah, absolutely. So then we include timelines, guidelines and rules to follow. Hopefully that’s self explanatory. Basically it like in our case, if we’re going to write something for you, based on something you have, if you don’t get that thing to us, we can’t start. So guidelines and rules to follow is okay. Promise success at solving the problem. You want to reinforce that they’ve made a wise decision and we’re going to achieve success and reinforce your commitment to them. And realize help them realize that you’re open to questions, you know, if they need help you hair, we’re going to help you we’re going to make this happen for you, it’s going to be a great, you know, just keep hitting that driving that home.
Shelly Miller 1:22:08
Mike Miller 1:22:09
Okay, so then that’s the onboarding. Now we move into Ascension or ascend phase. And really what that is, is it’s an upsell. upsell or retention strategies, right? So we want them to repurchase. Because if your business is one of those businesses that sells a thing once, that means you have to constantly find new leads to keep your doors open to get any kind of any kind of cash flow. You have to constantly sell new people. And once they purchase there, they disappear. Well, that’s not a good business model. You want to you want a business that continually sells to people over and over again. Right, so there’s some kind of recurring revenue, so that you can maintain cash flow. So So the way that you would do these upsells in ascension is using a programming sequence. Now, we talked about a programming sequence before, and email marketing, and you would use direct mail. And then you would use and emails and calls from an account manager or the account team. Right So, so the post sale process uses an account manager or an account team. So you have the SDR in sales, the AE, but then once they close, they move to an account manager, and the account manager handles them from there. The thing is, the the other things you want to do to uh, send someone is to solicit feedback and to solicit recommendations. Now this keeps you like right in front of your customer. And it makes them know that you really care about what you sell, and you really care about them because you’re asking for them to give you feedback, how’s it working for you? are we solving the problem? Because that’s what we want to do. Right? And it helps them build even more trust in you. Right? They can see your commitment to them, right? You’re not just trying to take their money, right disappear. You want them to stay a customer and to continually purchase from you over and over again, month after month, if possible, right. So, or at least several times a year. So that’s why you want to solicit feedback and recommendations. And then that leads to the next section, which is advocate. Right, because now you’ve built that trust with them and they know that you’re doing everything you can to give them to deliver a high quality product or service right to solve problems. Well, then they would be willing to share you with I mean to refer you to their friends,
Shelly Miller 1:24:53
right. Okay. Are you with their friends?
Mike Miller 1:24:56
Yeah. I mean, you know, depending on what that mean. means. But anyway. So that’s when in the advocacy phase, that’s when you solicit referrals. And you can do that through an automated campaign or a manual campaign, which are emails and calls from the account team or the account manager. You would also want to solicit customer reviews in this phase. Right? If they’re an advocate for you, then will they give you a review? Will they give you a testimonial, you can also get a case study from them. We do a whole piece on them now and their business to the solution you provided the problem they had the solution you provided and the results and what you achieve for them. Yes. And finally surveys. You could survey them to find out the challenges and the problems that they had and to see you know, if they’ve been solved and how they were solved, and how long it took and all that. But also, if there’s anything that it’s kind of like soliciting feedback. And recommendations, it’s it helps them tell it gives them an opportunity to tell you how they feel like you could position or reposition or change or tweak your offering to make it better for them and other customers like them. Yes. So and then finally, lastly, is the reactivation stage. Now, there are some customers who slip through the cracks and you they won’t answer your calls and or emails. So you need to reactivate them because remember, we’re trying to get them to repeatedly purchase and if they’re not doing that, then we have to get them back in somehow we have to get them back into our fold. Right? Right. So the way we do that is through reengagement campaigns and they can include special offers special lead magnets, or if you have a lead magnet, you know, they would like it, then you can you know do a variety of things with it from emailing them about it. But typically they’re not answering calls or emails from you. You could mail it to them. You could FedEx it to them, print it and FedEx it. A reengagement sequence and direct mail, you know, reengagement sequence with email, but like I said, right, maybe they’re not seeing it. But if you did 20 emails, right? Maybe they would see it eventually. And direct mail. That
Shelly Miller 1:27:30
the reactivation is a ignored stage. Yeah, people underestimate how many customers you can actually gain. You can get back if you deploy the reactivation phase, so it’s really
Mike Miller 1:27:48
It is it see and this is the thing out of everything we’ve talked about, you know, Jay Abraham, yes, the, you know, popular marketer. So he after he left Entrepreneur Magazine, he just went to dental and said to them, Hey, I’ll hit up your old customers that aren’t talking to you anymore. I’ll pay for everything you just give me 50% of the first sale. Yes, I remember that made a millions. Yes.
Shelly Miller 1:28:12
Mike Miller 1:28:15
reactivation. Exactly. So that’s it. And I know that this has been a long podcast, but it’s been extremely valuable for you guys, I’m sure because this is the entire client acquisition phase of your business. This is how you generate leads and make a lot more money from your business. This is the client magnet system in essence, and if you realize that you need to use an omni channel strategy, right so that you’re not just trying to do something on Facebook and hoping that you find enough people. You’re using every method every channel available to you. That’s why you’re aligning sales and marketing so you can get the best from your marketing team and the best from your sales team. serve your customers in a in a much better, much more profitable for them and you weigh.
Shelly Miller 1:29:08
Yes. Right, definitely.
And we’ve created the client magnet system outlined in a PDF format. Yeah, that will link in the show notes or if you’re watching us on YouTube, we’ll have it in the description.
Mike Miller 1:29:20
Yeah. Excellent. It’ll be right there for you. And you can get the complete outline of everything we talked about. And you can see really how we have Yes, it’s six pages, but that is all of sales and marketing. encapsulated it is. So we really appreciate you listening and watching. Yeah, and we look forward to speaking again soon. Yep.
Shelly Miller 1:29:46
So until next time, until next time.
Mike Miller 1:29:49
Shelly Miller 1:29:50
Thanks again for listening to the Mindwhirl Marketing Podcast. Make sure to subscribe to the podcast on iTunes, Google podcast, Stitcher, and wherever podcasts are sold. Plus check us out on YouTube, grab some marketing tips and insight and subscribe to our channel while you’re there.