Today’s Speakers

Sean Callahan

Senior Manager, Content Marketing

LinkedIn

@sean_f_callahan

Matt Heinz

President

Heinz Marketing

@HeinzMarketing

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

5

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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Three Critical Numbers to Know in

Full Funnel Marketing: 90, 95, 80

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90 -- Revolutionary Changes

in the Buyer’s Journey

95 – The Percentage of Visitors to Your

Website Who Don’t Convert

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80 – The Percentage of Your Database

Who Doesn’t Open Your Emails

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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

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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

Jive Software

Success Story

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Upper Funnel

• Tactics: LinkedIn Sponsored Updates, LinkedIn

InMail

• Metrics: 110% Higher Open Rate, 75% Higher

Engagement Rate24

Lower Funnel• Tactics: Retargeting and Other Tactics

• Metrics: Reduced CPL by 20%

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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

Full Funnel Marketing 101Matt Heinz

President, Heinz Marketing Inc

matt@heinzmarketing.com

@heinzmarketing

1. Do the math (quantify what success looks like)

2. Create a clear customer profile

3. Map the sales and buying process

4. Embrace revenue responsibility

5. How will you measure it?

Five keys to full-funnel marketing

One slide to rule them all

Only two sales stages matter

Only two sales stages matter

The buyer’s journey

Heinz Marketing, Inc

A direct line to revenue growth

Heinz Marketing, Inc

Calculating what you needAssumptions

Product A ASP $ 15,000

Product B ASP $ 50,000

Opp/Close % 33.0%

Lead/Opp % 10.0%

Product A CPL $ 15

Product B CPL $ 35

Q1 2010 Q2 2010 Q3 2010 Q4 2010 TOTALS

Product A Sales # 50 56 63 69 238

Product B Sales # 8 9 10 11 38

Total Sales # 58 65 73 80 276

Product A Sales $ $ 742,500 $ 841,500 $ 940,500 $1,039,500 $ 3,564,000

Product B Sales $ $ 412,500 $ 453,750 $ 495,000 $ 536,250 $ 1,897,500

Total Sales $ $1,155,000 $1,295,250 $1,435,500 $1,575,750 $ 5,461,500

Product A Pipeline # 150 170 190 210

Product B Pipeline # 25 28 30 33

Total Pipeline # 175 198 220 243

Product A Pipeline $ $2,250,000 $2,550,000 $2,850,000 $3,150,000

Product B Pipeline $ $1,250,000 $1,375,000 $1,500,000 $1,625,000

Total Pipeline $ $3,500,000 $3,925,000 $4,350,000 $4,775,000

Product A Leads 1500 1700 1900 2100

Product B Leads 250 275 300 325

Total Leads 1750 1975 2200 2425 8350

Product A Lead Budget $ 22,500 $ 25,500 $ 28,500 $ 31,500

Product B Lead Budget $ 8,750 $ 9,625 $ 10,500 $ 11,375

Total Lead Budget $ 31,250 $ 35,125 $ 39,000 $ 42,875 $ 148,250

Heinz Marketing, Inc

People & problems, not products

Heinz Marketing, Inc

Marketing plan in 5 questions1. What/who are your targets?

• Direct & indirect users, influencers

• Address entire buyer ecosystem

2. What do they care about? What outcome are they seeking?

3. Where do you find them?

4. What or who influences them?

5. How do they want to engage and (eventually) buy?

Heinz Marketing, Inc

What do your customers care about?

Heinz Marketing, Inc

The buyer progression

SolutionProblem/

PainObjective/

Outcome

Heinz Marketing, Inc

Enumerating needs by roleAudience

Vertical#1

CEO

IT/CIO

CFO

CMO

Audience

Vertical#2

CEO

Drivers PainPoints ValuePropositions(bulletpoints) KeyMessages

KeyMessagesDrivers PainPoints ValuePropositions(bulletpoints)

Five recommendations

1. Know your customer better

2. Focus on building consensus internally

3. Prioritize early buyer stages

4. Establish key metric baselines & goals

5. Develop systems, processes & habits to execute consistently

Questions?

Sean Callahan

Senior Manager, Content Marketing

LinkedIn

@sean_f_callahan

Matt Heinz

President

Heinz Marketing

@HeinzMarketing