H- CSI Study Guide

What are the 4 steps in the Funnel Worksheet?

1. Hero Banner 2. Sign Up Form 3. Rest of Landing Page. 4: Messaging (reservations etc.)

What are the key components to include in the Rest of Landing Page?

1. Position similarities to competitors 2. Showcase differentiating features 3. Highlight features that represent the vision and mission.

Pricing In Landing Page

deposit price, discounted price, MSRP Retail Price, Discount, Discount percentage

What does TOFU stand for in marketing funnels?

Goal: Attention

Awareness: Unaware, Problem Aware, or Solution Aware

Audience: Your Cold ICP (Ideal Customer Persona)

Content: broad value driven content that educates/ entertains/intrigues

MOFU

Goal: Build trust and authority. Help people understand why you’re the right choice.

Awareness: Problem Aware, Solution Aware, Product Aware

Audience: Your Warm ICP (Ideal Customer Persona), Community

Content: Educational and persuasive content that bridges the gap between the problem and your solution..

What does BOFU represent in a marketing funnel?

Goal: Drive action. Make the sale or trigger a specific CTA.

Awareness: Product Aware, Most Aware

Audience: Hot Leads - People ready to take action

Content: Clear, direct, urgency-based messaging with proof and offers..

Audiences in Facebook Advertising

custom audience, lookalike audience, saved audience

What are Custom Audiences in Facebook advertising?

Your owned list

Connect with the people who have already shown an interest in your business or product with custom audiences. You can create an audience from your customer contacts, website traffic or mobile app.

How do Lookalike Audiences work on Facebook?

People similar to your owned audiences

Reach new Accounts Center accounts who are similar to audiences you already care about. You can create a lookalike audience based on people who like your Page, conversion pixels or any of your existing Custom Audiences.

What is the purpose of Saved Audiences on Facebook?

Interest based audiences

Save your commonly used targeting options for easy reuse. Choose your demographics, interests, and behaviors, then save them to reuse in future ads.

Purchase Funnel

Maps out the stages potential customers go through from awareness to making a purchase.

What are some methods for Quantitative Validation with No Money?

Online Ads: Paid search ads on platforms like Google Ads allow you to target specific keywords and audiences

Social Media Ads: Ads on platforms like Facebook, Instagram, and LinkedIn can reach targeted demographic groups, interests, and behaviors, enabling precise audience testing.

Content Marketing: Writing blog posts, articles, or creating videos with SEO in mind can drive organic traffic over time.

Influencer Marketing: Collaborating with influencers relevant to your product's niche can drive traffic from a trusted source.

Email Marketing: Sending targeted email campaigns to existing leads or subscribers

Referral Programs: Creating an incentive structure where current users or early testers can refer others in exchange for rewards can generate traffic and boost engagement.

Webinars or Live Events: Hosting a webinar or virtual event

Affiliate Marketing: Affiliates promote your landing page in exchange for a commission or reward for each sign-up or sale generated

Organic Social Media Posts: Share engaging content on platforms

Collaborations with Other Brands: Partner with complementary brands to cross-promote, using each other's channels to drive traffic to the landing page.

Community Engagement: Participate in relevant online communities or forums (e.g., Reddit, Quora, niche Facebook groups)

Landing Page SEO: Optimize the landing page for search engines, targeting keywords that potential users may search for to generate organic traffic over time.

What is a Validation Pro Forma?

A financial template that includes metrics like CAC (Cost to Acquire a Customer) and CPL (Cost per Lead).

Pro Forma Metrics:

CPM: Assume $10-$30

More narrow your audience/competitive the higher your CPM

CTR: Assume 2.5-7%

How good do you think your ad creatives are?

Landing Page Conversion Rate: Assume 10%-30%

How good do you think your landing page is?

What percentage of your leads will convert? Assume 1%-8%

This dependent upon price, severity of the problem, and value of the solution.

How to get a more reasonable CAC

To get a more reasonable CAC you can also include an organic lift 5%-40% (Customers you gain at no additional cost which reduces your CAC)

B2B Dashboards and Metrics

initial leads

Qualifying Calls:

Initial phone calls made to potential leads to figure out if they are a good fit for your product or service.

Qualified Leads:

Leads that pass the initial screening during the qualifying call.

True Qualified Leads:

Leads that, after deeper review, fully match the ideal customer profile and have a real chance of closing.

Sales Calls:

Meetings between the Sales Director and the True Qualified Lead where a full sales pitch or solution discussion happens.

Closed Deals:

Successful sales where the customer signs, pays, or formally agrees to buy.

Conversion Rate from Leads to Qualifying Calls

Conversion Rate from Qualifying Calls to Qualified Leads

Verification Rate (True Qualified Leads from Qualified Leads)

Conversion Rate from True Qualified Leads to Sales Calls

Closing Rate (from Sales Calls to Closed Deals)

Dashboard Metrics "good signs"

Typically, 40-50% of leads should make it to the qualifying call stage.

Of those in qualifying calls, about 30% should become qualified leads.

Ideally, 100% of the qualified leads should be true qualified leads, though quality assurance may adjust this expectation.

Around 60% of true qualified leads ought to advance to sales calls.

Finally, 20-30% of projects that reach the sales call stage are expected to close.

What is Prospecting in sales?

When a business reaches out first to potential customers through calls or emails.

What is the role of a Sales Development Representative (SDR)?

To qualify incoming leads and identify potential sales opportunities.

What is a Downsell in sales?

A cheaper alternative offered to hesitant customers to secure a sale.

Qualified Lead

A potential customer assessed to be a good fit based on need, interest, budget, and authority.

IYA Venture Pyramid

1. Venture proposition - validation unlocked

2. Team members - team expansion

3. Functioning MVP - legal unlock

4. incorporation/cap table - accelerator unlock

5. Customer tractions - investor relations unlock