@demandgendave

THE END OF THE FUNNEL AS WE KNOW IT HOST: DAVID LEWIS | CEO | DEMANDGEN INTERNATIONAL, INC.

@demandgendave

Type question here

Webinar Attendee Interaction Asking Questions Responding to Polls

@demandgendave

David Lewis | CEO | DemandGen

FREE lead management book

www.manufacturingdemand.com

DemandGen is a global sales and marketing consulting firm

helping clients in the effective use of marketing automation

and CRM to accelerate business growth.

About Us: www.DemandGen.com

@demandgendave

• Launched in 2007 to track best practices in lead generation

• Newsletter has grown to more than 26,000 readers

• We also offer a menu of research and best practices reports

• New audio/video podcasts at DemandGenReport.com

@DG_Report

http://linkd.in/DG_Specialists

@demandgendave

How To Respond

@demandgendave

“20% of B-to-B companies surveyed have purchased a marketing automation system, yet 85% of them don’t believe they’re using it to its fullest potential.”

- BtoB Special Report, June 2013

@demandgendave

Survey: Why Marketing Automation Top Reasons People Purchased a System

• Lead Generation (78%)

• Tracking Website Visitors (77%)

• Managing marketing campaigns (70%)

• Lead Scoring and Qualification (69%)

• Lead Nurturing (62%)

@demandgendave

How To Respond

@demandgendave

The Journey Continues

Beyond the Funnel

@demandgendave

The Start of The Journey

@demandgendave

Key Inventory Stages and Activities

Customer

Inquiry Marketing Qualified

Sales Accepted &

Working

Suspect Pool

Sales

Qualified

Opportunity

Education Purchase Interest Justify Awareness

Marketing generates interest

Marketing further

nurtures and scores

Lead development pre-qualifies

Sales facilitates

buying process

Opportunity Closes

The Original Demand Funnel

@demandgendave

Upper Funnel

Lower Funnel

Acquisition

Expansion Customer

Management

Lead

Management

Content Big Data

& Analytics

Key Takeaway:

Strategy, process, content, programs, and measurement applied to the upper funnel for customer

acquisition must be “duplicated” in the lower funnel for customer expansion.

@demandgendave

The DemandGen Growth Model™ A Holistic Framework for Maximizing Growth Potential

Customer Expansion

Customer Acquisition

Inquiry

Marketing Qualified Lead

Sales Accepted

Sales Qualified

Customer

Client

Adopter

Advocate

Loyalist

Demand Generation

@demandgendave

@demandgendave

@demandgendave

@demandgendave

DemandGen Lead Management

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Sales Enablement

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@demandgendave

Tracking Inbound Marketing

How It’s Made: • Web Page Script Detects Inbound Visitor

• Lookup is made (API to CRM) to retrieve

campaign information

• Campaign data then stored in cookie

• Form appends vital campaign info from

cookie

• Result: Lead is associated to inbound

marketing campaign

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Tracking Inbound Tracking

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Better Reporting

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Marketing Performance Dashboard

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Key Takeaways • The demand funnel is only half of the growth equation

• Marketing and sales strategy and process will fuse tighter in firms where leadership fosters this culture

• Both B2B and B2C Companies will invest more in MA and CRM

• Technology will be plentiful and get even more complex, requiring even more budget, staff, 3rd party resources

• The ability to track customer behavior will be equally important as prospect behavior

• Smart companies will drive GROWTH through customer acquisition and expansion

@demandgendave

Q/A ?

@demandgendave

THE END OF THE FUNNEL AS WE KNOW IT HOST: DAVID LEWIS | CEO | DEMANDGEN INTERNATIONAL, INC.

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