The top of the funnel and improving, augmenting, and optimizing the ability to start conversations with whales on a consistent basis for higher revenue and a higher lifetime value is at the top of most listeners minds. Hardy Kalisher is the Executive Director of Parallel Path out of Boulder, CO. He is here today to talk about more of the marketing side of things.
His focus is generating awareness and serving up those great opportunities for us. Parallel Path is a digital marketing agency, and Hardy shares his strategies for getting quality responses to bubble up to the top, so that we can get these potential clients into the pipeline and start those all important conversations.
Episode Highlights:
- How sports create a certain amount of discipline and focus.
- Getting too many minow leads that are muddying up the pipeline.
- How digital marketing is best implemented on the outreach side of things.
- How sales and marketing are both working towards the same goal of growth.
- Foundationally building a data collection infrastructure for marketing to feed the funnel so that the sales team can engage.
- Optimizing the marketing for a sales funnel that creates revenue.
- Optimizing for campaigns that actually close deals.
- Parallel Path has a proprietary solution structure that closes that loop.
- Holding on to clients by making relationships last and closing the loop end-to-end and continuing to optimize.
- Finding the lifetime value of customers.
- Finding a cost per lead threshold that makes sense.
- Creating solutions for sales and marketing people to work together to create the golden leads.
- Having a checklist that leaves no stone unturned.
- Working on process for efficiency and effectiveness even though each deployment will be custom.
- From data collection to implementation in three weeks. Challenges are related to allocated sales and marketing resources.
- The unlimited potential of the future state of digital and marketing.
Resources: