Harnessing the Power of Full Funnel Marketing

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 Jaime Pham, Content Marketing Evangelist  @jaimelynn09 #linkedincontent  Jaime Pham, Content Marketing Evangelist  @jaimelynn09 #linkedincontent

  Sean Callahan, Senior Content Marketing Manager, LinkedIn   Justin Gray, CEO, LeadMD

The Rise of Full Funnel Marketing

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•  Delivering relevant messages to your audience and prospects throughout the entire buyer’s journey.

•  Reaching your target audience in the upper funnel.

•  Nurturing your prospects in the lower funnel until they become customer

“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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Three Critical Numbers to Know in Full Funnel Marketing:

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Up to 90% of the buyer’s journey is complete before a prospect reaches out to a salesperson

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The Percentage of Visitors to Your Websites Who Don’t Convert

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The Percentage of Your Database Who Doesn’t Open Your Emails

The Two-Stage Funnel

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Full Funnel Marketing is the New 3-Martini Lunch

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Upper Funnel Goals Reach Audiences, Build Brand

Lower Funnel Goals Nurture Both Unknown and Known Prospects

Upper Funnel Tactics Content Marketing, Display, Broadcast & Print Advertising

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Lower Funnel Tactics Search, Email, Display, Content Marketing

Upper Funnel Metrics Brand Recall, Branded Search, Lift in Target Audience Traffic

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Lower Funnel Metrics Leads, Cost Per Lead, Web Form Conversions, Revenue Contribution

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Attribution Last-Click vs. Algorithmic Attribution

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The Hybrid Marketer Goes Full Funnel: Branding, SEO, Content,

Email, Technology, Creative, Coding, Analytics

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LinkedIn’s Approach to Full Funnel Marketing

Cetera Financial Group Success Story

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Lower Funnel

•  Target Market: FinServ Pros at Micro Companies •  Tactics: Display, InMail, Lead Accelerator •  Metrics: 900 Net New Website Visitors

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Upper Funnel

•  Tactics: Varied •  Metrics: Revenue

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Cetera Financial Group

•  13% more page visits per visitor •  27% more page views per visit •  $1 million in new business

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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

STRATEGY | TACTICS | CONTENT & CREATIVE | DEVELOPMENT | TRAINING

Keeping Your Funnel Full

What is ‘Full Funnel Marketing?’ + The Buyer Journey

-  Introduction -  Rapport Building -  Trust Building -  Pain Reveal -  Solution Selling

The customer journey through activities

In Marketing Terms

Treat nurture like a cocktail party

First Touch Best Practices + Provide Hyper Value + Don’t ask for much + Reduce friction + Give, and get

Your reputation matters, establish it

Lead Nurturing + Prepare to give even more + Don’t be overbearing + Consider your channels + Everyone is unique

Keep your dating profile up to date

Measure the Impact + Engagement is King

Look for love

Personalization is Critical

STRATEGY | TACTICS | CONTENT & CREATIVE | DEVELOPMENT | TRAINING

Thank you!

http://marketing.linkedin.com/blog/introducing-the-sophisticated-marketers-crash-course-in-full-funnel-marketing/

Q&A

http://marketing.linkedin.com/blog/introducing-the-sophisticated-marketers-crash-course-in-full-funnel-marketing/

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