Marketing Funnel
4
Excerpts from a Hypothetical Planning Document. No Element Of This Document Was Adopted By EarthWeb. Marketing Funnel 99073001x Page 1 Republished December 10, 2001 THE MARKETING FUNNEL What It Is The marketing funnel is a continuous flow from the general public all the way to our best customers. It is described here to assist efforts to develop performance metrics and an Enterprise Information System model. Examples given are not necessarily complete. Each stage in the funnel is much smaller in terms of numbers of people than the last. Overall, we are working for the most efficient funnel possible. The Funnel 1. Mass Impressions – measured by CPM (Cost per Thousand Impressions) a) Mass Media Buys – banners, advertorials, ads, card decks. b) Personalized Media Buys – newsletters, opt-in emails, site membership programs c) Web promotion and buzz creation (affinity campaigns, affiliate marketing) d) PR & Publicity campaigns e) Channel partners, alliances, OEMs. 2. Responses – measured by clickthroughs, callbacks, faxbacks. This is a large pool that gets ongoing Permission Marketing process. 3. Leads – Responders reach for information etc. Key factors: a) Permission: can we call them? Send mail? Offers? Etc. b) Qualification: apply segmentation rules - key form fields dictate routing of leads. (If not good enough for Sales, they are treated as Responses by Marketing.) 4. Product evaluation, conversion process. 5. First Sale – what is customer acquisition cost against customer life? a) Retail sales (products purchased by individuals b) Corporate sales (managed purchases for workgroups or companies. c) Custom sales for large corporate customers. 6. Customer Lifecycle Management:
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short explanation in marketing funnel.
Transcript of Marketing Funnel
Excerpts from a Hypothetical Planning Document. No Element Of This Document Was Adopted By EarthWeb.
Marketing Funnel 99073001x Page 1 Republished December 10, 2001
THE MARKETING FUNNEL
What It Is The marketing funnel is a continuous flow from the general public all the way to our best customers. It is described here to assist efforts to develop performance metrics and an Enterprise Information System model.
Examples given are not necessarily complete.
Each stage in the funnel is much smaller in terms of numbers of people than the last. Overall, we are working for the most efficient funnel possible.
The Funnel 1. Mass Impressions – measured by CPM (Cost per Thousand Impressions)
a) Mass Media Buys – banners, advertorials, ads, card decks.
b) Personalized Media Buys – newsletters, opt-in emails, site membership programs
c) Web promotion and buzz creation (affinity campaigns, affiliate marketing)
d) PR & Publicity campaigns
e) Channel partners, alliances, OEMs.
2. Responses – measured by clickthroughs, callbacks, faxbacks. This is a large pool that gets ongoing Permission Marketing process.
3. Leads – Responders reach for information etc. Key factors:
a) Permission: can we call them? Send mail? Offers? Etc.
b) Qualification: apply segmentation rules - key form fields dictate routing of leads. (If not good enough for Sales, they are treated as Responses by Marketing.)
4. Product evaluation, conversion process.
5. First Sale – what is customer acquisition cost against customer life?
a) Retail sales (products purchased by individuals
b) Corporate sales (managed purchases for workgroups or companies.
c) Custom sales for large corporate customers.
6. Customer Lifecycle Management:
Excerpts from a Hypothetical Planning Document. No Element Of This Document Was Adopted By EarthWeb.
Marketing Funnel 99073001x Page 2 Republished December 10, 2001
a) Upselling (more of the current product)
b) Cross-selling (other products)
c) Renewal management
d) Retention activities
e) Retrieving lapses
CRM Schematic This funnel is depicted in context of the whole CRM (Customer Relationship Management) process in Appendix A.
R. Eckelberry
Excerpts from a Hypothetical Planning Document. No Element Of This Document Was Adopted By EarthWeb.
Marketing Funnel 99073001x Page 3 Republished December 10, 2001
APPENDIX A
MARKETING FUNNEL SCHEMATIC
Excerpts from a Hypothetical Planning Document. No Element Of This Document Was Adopted By EarthWeb.
Marketing Funnel 99073001x Page 4 Republished December 10, 2001
MASS IMPRESSIONS
INTERACTIVE MARKETING
TRIAL EXPERIENCES
INITIAL SALES
CORPORATE UPSELLING
CROSS-SELLING
PARTNER PROGRAMS
CUSTOMER
Universal Customer Repository
Reaches
Touches
Offline Commerce
Phone
Web
E-Commerce, E-subscription
Filtered Customer
Online Events (Web,
Product)
Hub Site
Hub Site
Content Site
Content Site
Content Site
Content Site
Common User Interface All Activities – All Customers
Brand Managers
Campaign Managers
Agencies Sales Customer Care
Affiliates Manage-ment
Helper Applications (real-time marketing, surveys, measurement/analysis, ad serving, profiling, etc.)
Real-time customer interaction
EARTHWEB ENTERPRISE RELATIONSHIP MANAGEMENT (PROPOSED)
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