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Live Webinar Harnessing the Power of Full-Funnel Marketing презентация
Содержание
- 2. 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
- 4. Harnessing the Power of Full Funnel Marketing
- 5. Harnessing the Power of Full Funnel Marketing
- 6. Revolutionary Changes in the Buyer’s Journey
- 7. The Rise of Full Funnel Marketing
- 8. “The funnel metaphor, at
- 9. The Two-Stage Funnel
- 10. 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 Tactics Content Marketing Display, Broadcast & Print Advertising
- 14. Lower Funnel Tactics Search, Email, Display, Content Marketing
- 15. Upper Funnel Metrics Brand Recall, Branded Search, Lift in Target Audience Traffic
- 16. Lower Funnel Metrics Leads, Cost Per Lead, Web Form Conversions, Revenue Contribution
- 17. Attribution Last-Click vs. Algorithmic Attribution
- 18. The Hybrid Marketer
- 19. LinkedIn’s Approach to Full Funnel Marketing
- 20. Cetera Financial Group 13% more
- 21. “If you invest in that
- 22. How We Do Full Funnel Marketing
- 23. Agenda Our demand process The marketing funnel
- 24. QUALIFY & CONVERT CAPTURE LEAD NURTURE &
- 25. The Marketing Funnel Building awareness,
- 26. Program Alignment
- 27. Upper Funnel Programs: Reaching Our Audience Awareness
- 28. Upper Funnel Programs: Highlights InMails Open
- 29. Lower Funnel Programs: Nurturing Our Audience
- 30. Lower Funnel Programs: Nurturing Our Audience
- 31. Marketing Metrics
- 32. How We Measure Success Sirius Decisions Waterfall
- 33. Top 3 Takeaways Identify relevant marketing channels
- 34. Thank You Diana Kaluza Email: diana@opendns.com Twitter: @dk212
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
Слайд 2
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
Слайд 8
“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
– Michael Brenner, NewsCred
Слайд 18
The Hybrid Marketer
Goes Full Funnel: Branding, SEO, Content,
Email,
Technology, Creative, Coding, Analytics
Слайд 20
Cetera Financial Group
13% more page visits per visitor
27% more page views
per visit
$1 million in new business
$1 million in new business
Слайд 21
“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
– Matt Heinz, Heinz Marketing
Слайд 24QUALIFY & CONVERT
CAPTURE LEAD
NURTURE &
EVALUATE LEAD
CLOSE
SELL
Fast track to sales
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
Слайд 25
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
Multiple programs aligned by funnel stages
Accelerating
pipeline
Top
Middle
Bottom
Слайд 27Upper Funnel Programs: Reaching Our Audience
Awareness
Display Ads
Social Ads
Sponsored Events
SEM/SEO
Net New Leads
Social
Ads
Sponsored Events
Content Syndication
Sponsored Events
Content Syndication
Слайд 28Upper Funnel Programs: Highlights
InMails
Open Rate: 51% | CTR: 21%
31 event sign
ups
Sponsored Updates
Слайд 29Lower Funnel Programs: Nurturing Our Audience
Email Nurture
+63%
Visits per Visitor
+275%
Actions per Visitor
Multi-Channel
Nurturing
Display Retargeting
Social Retargeting
Слайд 30
Lower Funnel Programs: Nurturing Our Audience
Online & In Person Events
Webcasts
Road Shows
Executive
Dinners
26% Net New Pipeline
50% Influenced Pipeline
Best Practices
Content aligns to overarching campaign
Approachable writing style to in person event invites
Слайд 32How We Measure Success
Sirius Decisions Waterfall
Upper Funnel
Inquiries
AQLs
SALs
Lower Funnel
SQLs
Revenue
Слайд 33Top 3 Takeaways
Identify relevant marketing channels on buyer’s journey
Create a cohesive
campaign across your programs
Benchmark
Test
Optimize
