Harnessing the Power
of Full Funnel Marketing
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​ 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
5

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
15

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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
22

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/
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