The Path to $30M

The Revenue Marketing Approach

to Explosive Growth

30X

Revenue growth

in under 2 years.

Performance Overview

An increase from 1,000 to 100,000 monthly visitors.

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A growth from 4 sales per week to over 100 sales per week.

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A significant rise in annual revenue from $1 million to $30 million.

“... [S]ales and marketing are continuously and increasingly integrated. Marketing needs to know more about sales, sales needs to know more about marketing, and we all need to know more about our customers.”

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– Jill Rowley

Overview

Get Ready

The Market: Who are your customers? What do they need? How are you going to connect?

The Message: What is your pitch? Who are your competitors? Objections/Rebuttals?

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Get Set

The Process:

• Set up your systems
• Set up your goals
• Set up your feedback loop

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Go!

The Progress:

• Activate campaigns
• Check in daily
• Iterate and optimize

Grow

Key Takeaways & Actions

Our Customers

Their Needs

The Market

How we Connected

Newly formed Very Small Businesses (VSBs)

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Typically 1-2 employees

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New business starts surged in 2020, creating a large market

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Save on taxes

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Save time

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Focus on running their business

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Tailored tax how-to’s and related content to specific industries, states, demos

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Automated nurturing sequences to guide leads through the funnel with timely, relevant content.

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Get Ready

Our Pitch

Our Competition

The Message

Reasons to Believe

Taxes are complex and confusing… and getting it wrong might mean paying more than your fair share

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Free Consultation / 10-Point Inspection ($199 value)

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Tailored solutions for your business situation

Local CPAs

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DIY solutions

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National Scale with Local Expertise

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Local Tax Accountants at DIY cost

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24/7 support + On demand access to your status and next steps

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Get Ready

Our Systems

Our Goals

The Process

The Feedback Loop

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Customer Journey tracking

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Lead Scoring

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Conversion Options:

• Scheduled Appt
• Inbound Calls w/ integrated Contact Center call routing system
• Chat

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Closed-loop Revenue Tracking

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Workback from desired # of sales won through the stages in the process

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100 sales / week

= 1000 leads / week

= 15,000 cmp engagers / week

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# of impressions, pages/articles read, etc

Appointment Metrics

• Are they showing up?
• Are they qualified?

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Inbound Calls & Chat

• Are they qualified?
• Are they transferring to sales in a timely manner?

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Data flow

• Is win/loss data flowing back to marketing channels?

Get Set

Lead Tracking & Scoring

Conversion Options

The Systems

Closed-loop Reporting

Google Analytics

Salesforce

Marketo

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Chili Piper

Drift

NICE In-Contact

(CCaaS integrated w/SF)

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Power BI

Data flow into PPC/SMM bids & targeting

Get Set

Keep in mind…

• Integration is essential - both platforms and functional areas
• Must have agreement on what “good” looks like - from a lead quality and numbers / results perspective
• Tools and processes must be both transparent and accessible

Campaign Activation

Daily (weekly, monthly…) Check Ins

The Progress

Iteration & optimization

Goal is for your biz to speak with one voice

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Identify most critical value props for each customer segment - and ensure it’s consistently utilized

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From the customer’s perspective we’re one entity – it’s on us to act that way

Look for response lag. How long does it take for sales to follow up?

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Check response consistency. Are leads being followed up in a common manner consistently?

Marketing and Sales connect daily, weekly monthly to discuss process as well as lead quality

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Is data flowing through to your CRM?

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Do prospects meet your ICP?

Go!

Grow:�Build your Dream Team

Things to remember

• Articulate the unmet need
• Integrate Sales and Marketing
• Integrate Systems and Goals
• Set goals based on desired outcomes, such as the number of leads and sales per week
• Check in daily

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