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LinkedIn Set Up and Automated Prospecting Tools
B2B Marketing and Sales, Content Marketing, Revenue Growth, Revenue Marketing, Sales Enablement, Social MediaThis article is periodically updated. It was originally published in 2013.
Your LinkedIn profile is an outpost for your personal brand. For many, it takes the place of a website. It is a landing page you can manage and share your professional background, positions, experiences and achievements. A LinkedIn profile often takes the place of a resume or CV. We used to think of LinkedIn as the online resume. While it remains important for job seekers and recruiters, it is now a powerful business social network.
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How to Determine a Website Cost and Scope
Revenue Growth, Revenue Systems, Technology & WebsitesThe cost of a website is a bit like the cost of a car. You can spend $5,000 for a ‘get around town’ car, $75,000 for a luxury vehicle, or millions for a transportation fleet! With today’s open-source platforms like WordPress and with a vast array of design templates, a business can deploy a professional responsive website for $10,000-$20,000. With professional help and custom design elements, a site can cost more of course. A website is so vital, I think most companies should invest more into the design and ongoing management of a website.
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Prospect Qualification in the Age of Inbound Marketing
Buyer Engagement, Inbound Marketing, Revenue Architecture, Revenue Growth, Sales Enablement, Sales ExcellenceQualification requires a more collaborative approach. Deal Qualification should not be considered as a moment in time, rather it happens thorough buyer engagement process and across the end-to-end marketing and sales funnel. Qualification is based on a body of knowledge and insights gained through prospect engagement along the buyer journey.
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Full-Funnel Revenue Architecture
Account-Based Marketing, B2B Marketing and Sales, Chief Revenue Officer, Closed-loop Marketing, Inbound Marketing, Revenue Architecture, Revenue GrowthWe left transactional sales behind in the 90s. With recurring business models like ‘as-a-service’, we need to rethink the “sales process” from the traditional vertical funnel to a bow tie funnel that recognizes the role of the post-sale customer execution in revenue realization. We need a full-funnel approach. Predictable, sustainable, and accelerated revenue performance relies increasingly on the customer realizing benefits and impacts from a product or service.
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Financial Advisor Revenue Strategy
Financial Advisor Marketing, Revenue Architecture, Revenue GrowthIndependent Advisors need a strategy-led, systematic growth program.
The Financial Advisor SMART BOOK™ outlines the Revenue Architecture Methodology that financial advisors can use to add structure and predictability to their revenue engine. We introduce nine steps and advisor-specific marketing and sales strategies that are helping advisors capture client value.
The comprehensive guide helps independent financial advisors build a strategy-led, systematic growth program with 9 proven strategies. The goal is to help advisors:
Having a vision and game plan for growth is essential for financial advisors to thrive in a challenging marketplace. The Smart Book™ outlines how you can achieve more predictable and sustainable revenue growth by establishing a Revenue Architecture that fits your firm. The key is to commit to a systematic sales and marketing process by following the 9 proven strategies to guide your approach.
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R Stands for Relevance: Marketing Automation That Works
Buyer Engagement, Financial Advisor Marketing, Investment Management, Revenue Architecture, Revenue Marketing, Revenue StrategyFinancial advisors are an amazingly difficult prospect to engage. They are incredibly busy and already have a wealth of resources available to them; in fact, it may be fair to ask if they even need to engage with wholesalers? That’s why we say the best way to convert financial advisors to customers is to build your marketing automation program around them.
Lead generation starts with effective segmentation
Before focusing on key strategies, Sales and Marketing must have defined a set of engagement personas and customer segments. Marketing has worked with personas for at least a decade, but only since the advent of marketing automation software have engagement personas become empowered and brought to life.
Defining financial advisor segments for lead generation
Creating clarity with Sales is a two-step process:
While it may take several iterations to get lead scoring and grading optimized, the process should be fruitful for Sales and Marketing. It crystallizes Marketing and Sales perspectives around which advisors are most profitable and which digital behaviors are believed to be most relevant to a sale. Some marketing automation vendors have one score that represents profitability and interest. However, being able to separate advisor behaviors from profitability factors simplifies discussions by clarifying customer segments by profitability as seen in the above graphic. As an example, Pardot applies a numerical value for an advisor’s lead score and a letter grade (A-F) for an advisor’s expected profitability.
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