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

Harnessing the Power

of Full Funnel Marketing

4

5

Harnessing the Power

of Full Funnel Marketing

6

Revolutionary Changes

in the Buyer’s Journey

The Rise of

Full Funnel Marketing

7

“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

8

9

The Two-Stage Funnel

1010

Full Funnel Marketing

is the New 3-Martini Lunch

11

Upper Funnel Goals Reach Audiences, Build Brand

12

Lower Funnel Goals Nurture Both Unknown and Known Prospects

13

Upper Funnel TacticsContent Marketing

Display, Broadcast & Print Advertising

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Lower Funnel TacticsSearch, Email,

Display, Content Marketing

15

Upper Funnel MetricsBrand Recall, Branded Search,

Lift in Target Audience Traffic

16

Lower Funnel MetricsLeads, Cost Per Lead, Web Form Conversions,

Revenue Contribution

17

AttributionLast-Click vs. Algorithmic Attribution

18

The Hybrid MarketerGoes Full Funnel: Branding, SEO, Content,

Email, Technology, Creative, Coding, Analytics

19

LinkedIn’s Approach to

Full Funnel Marketing

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

How We Do Full Funnel Marketing

Agenda

Our demand process

The marketing funnel

Program alignment by stage

Measuring success

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

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

Program Alignment

Upper Funnel Programs: Reaching Our Audience

Awareness

Display Ads

Social Ads

Sponsored Events

SEM/SEO

Net New Leads

Social Ads

Sponsored Events

Content Syndication

Upper Funnel Programs: HighlightsInMails

Open Rate: 51% | CTR: 21%31 event sign ups

Sponsored Updates

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

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

Marketing Metrics

How We Measure Success

Sirius Decisions Waterfall

Upper FunnelInquiries

AQLsSALs

Lower FunnelSQLs

Revenue

Top 3 Takeaways

Identify relevant

marketing channels

on buyer’s journey

Create a cohesive

campaign across

your programs

Benchmark

Test

Optimize

Thank You

Diana KaluzaEmail: diana@opendns.comTwitter: @dk212