eMarketer Webinar: Predictive Marketing—Using Data Decisively at Every Stage of the Funnel
Webinar: Harnessing the Power of Full-Funnel Marketing
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Transcript of Webinar: Harnessing the Power of Full-Funnel Marketing
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http://marketing.linkedin.com/blog/introducing-the-sophisticated-marketers-crash-course-in-full-funnel-marketing/
Download The Sophisticated Marketer’s
Crash Course in Full Funnel Marketing
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Harnessing the Power
of Full Funnel Marketing
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Harnessing the Power
of Full Funnel Marketing
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Revolutionary Changes
in the Buyer’s Journey
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The Rise of
Full Funnel Marketing
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“The funnel metaphor, at its basic
level, is that there are more people
that are always starting the process
than there are at the buying stage.
There are more people who aren’t
ready to buy than are ready to buy.”
– Michael Brenner, NewsCred
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The Two-Stage Funnel
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1010
Full Funnel Marketing
is the New 3-Martini Lunch
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Upper Funnel Goals Reach Audiences, Build Brand
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Lower Funnel Goals Nurture Both Unknown and Known Prospects
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Upper Funnel TacticsContent Marketing
Display, Broadcast & Print Advertising
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Lower Funnel TacticsSearch, Email,
Display, Content Marketing
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Upper Funnel MetricsBrand Recall, Branded Search,
Lift in Target Audience Traffic
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Lower Funnel MetricsLeads, Cost Per Lead, Web Form Conversions,
Revenue Contribution
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AttributionLast-Click vs. Algorithmic Attribution
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The Hybrid MarketerGoes Full Funnel: Branding, SEO, Content,
Email, Technology, Creative, Coding, Analytics
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LinkedIn’s Approach to
Full Funnel Marketing
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Cetera Financial Group• 13% more page visits per visitor
• 27% more page views per visit
• $1 million in new business20
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“If you invest in that top of pipeline content, if
you invest in these early-stage relationships,
you significantly subsidize the acquisition costs
of deals not only in the medium future but also
well beyond that. There’s an annuity to that:
You’re lowering your acquisition costs.”
– Matt Heinz, Heinz Marketing
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How We Do Full Funnel Marketing
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Agenda
Our demand process
The marketing funnel
Program alignment by stage
Measuring success
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QUALIFY
&
CONVERT
CAPTURE
LEAD
NURTURE &
EVALUATE
LEAD
CLOS
E
SELL
CUSTOMER
MANAGEMENT &
MARKETING
PIPELINE DEVELOPMENT
LEAD NURTURE
DEMAND CREATION
LEAD AQUISITION
Fast track to sales
CREATE &
DISCOVER
DEMAND
Display Advertising
Social Advertising
Asset Syndication
SEO/SEM
Organic Social
Sponsored Events
Prospecting / Referral
Direct Mail
Chat
Inbound call
Inbound email
Website form
Event list
Retargeting
Email Nurture
Webinars
Market development
Blogs/Forums
SDR team
qualifies &
transfers lead
CULTIVAT
E
CUSTOME
R
On-boarding
Product usage intelligence
Product release info
Newsletters
Customer marketing
RE-
ENGAGE
CUSTOME
R
Retention /
up-sell / cross-
sell
Community /
Word of mouth /
Customer
referrals
Accounts
converted to
Customers,
Customers grown
Only sales ready
leads passed to
Sales Team
Leads nurtured
until they reach a
scoring threshold
Visitor/prospect
information
collected
Acquisition
tactics drive
prospects
Sales
closes
Demand Process
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The Marketing Funnel
Building awareness, acquiring net new leads
Nurturing, creating opportunities
Integrated campaigns
– Cohesive message based on audience segmentation
– Multiple programs aligned by funnel stages
Acceleratingpipeline
To
p
Mid
dle
Bo
tto
m
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Program Alignment
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Upper Funnel Programs: Reaching Our Audience
Awareness
Display Ads
Social Ads
Sponsored Events
SEM/SEO
Net New Leads
Social Ads
Sponsored Events
Content Syndication
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Upper Funnel Programs: HighlightsInMails
Open Rate: 51% | CTR: 21%31 event sign ups
Sponsored Updates
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Lower Funnel Programs: Nurturing Our Audience
Email Nurture
+63%Visits per Visitor
+275%Actions per Visitor
WEEK 1 MESSAGE
WEEK 2 MESSAGE
WEEK 3 MESSAGE
Multi-Channel Nurturing
Display Retargeting Social Retargeting
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Lower Funnel Programs: Nurturing Our Audience
Online & In Person Events
Webcasts Road Shows
Executive Dinners26% Net New Pipeline
50% Influenced Pipeline
Best Practices
Content aligns to overarching
campaign
Approachable writing style to in
person event invites
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Marketing Metrics
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How We Measure Success
Sirius Decisions Waterfall
Upper FunnelInquiries
AQLsSALs
Lower FunnelSQLs
Revenue
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Top 3 Takeaways
Identify relevant
marketing channels
on buyer’s journey
Create a cohesive
campaign across
your programs
Benchmark
Test
Optimize