Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust.

Zig Ziglar

Decoding Modern Marketing

Chapter 5 – Convert Consumers

This chapter is an overview of how modern marketing helps sales and marketing to work together to convert all their efforts into revenue. It is built on the work I have discussed in the preceding 4 chapters. If you have followed the process I have outlined, you are now ready to reap the benefits and convert your efforts into sales.

As a reminder, this book is a designed as an overview for executives, of all the pieces of the puzzle that are needed in order to get the modern marketing machine to work. It is not a detailed how-to, but rather an attempt to show executives how all the pieces fit together so they can have a clear vision of what needs to be done.

1. Conversion

  • Remember the objective, directly or indirectly, is to get revenue
  • Digital enables an integrated selling system that merges marketing and sales.
  • This is leading to ecommerce and DTC in almost every industry

2. Connecting Marketing and Sales

  • New technologies enable automated lead nurturing
  • Hand offs to sales are smarter and more timely
  • Carefully choreographed engagement accelerates closes
  • It is essential to understand how trust is formed and objections are overcome

3. Digital Conversions

  • Often increasing digital conversion is faster and cheaper than growing traffic
  • Understand what drives conversion rates
  • Look for micro-conversions that will add up

4. Lead Stages

  • A lead takes a number of important steps to conversion:
  • Information qualified lead (IQL) delivers personal information
  • Marketing qualified lead (MQL) identifies someone qualified as a warm lead
  • Sales qualified lead (SQL) identifies when someone is ready to buy
  • Technology enables sales and marketing to automate much of this process

5. Mobile & more

  • Mobile is still in its early days as a commerce medium
  • Brands need to get ready for a mobile commerce hockey stick
  • Keeping the pipeline full means playing the long game with many prospects
  • Response speed is an important factor in conversion

6. Brand Website

  • The brand website is the most powerful conversion tool in your arsenal
  • The elements have to be just right to encourage conversion
  • Continuous testing and experimentation are essential

7. Cross-sell & Upsell

  • It’s easier to sell an existing customer than get a new one
  • CRM data informs cross-selling and upselling

8. Ecommerce

  • It’s easier than ever to enter the world of ecommerce
  • Tracking metrics will show you how to maximize performance

9. Promotions

  • There are lots of promo techniques to accelerate the closing process
  • As long as they don’t become a drug, they are valuable