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Nurturing Funnelmentals - Bryan Burdick

Originally presented during EducationConnect 2014 on 10/28/14 in NYC, Bryan Burdick, Head of B2B Sales for LinkedIn, shares five unstoppable trends in a multi-channel, always-on marketing world.

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Nurturing Funnelmentals - Bryan Burdick

  1. 1. Nurturing Funnelmentals Bryan Burdick Head of B2B Sales LinkedIn EducationConnect 2014 #inEDU14
  2. 2. It’s a Data-Driven “ALWAYS-ON” Multi-Channel World
  3. 3. Marketing Leaders Face 5 UNSTOPPABLE TRENDS
  4. 4. There will be WINNERS & LOSERS You’ll thrive or become extinct
  5. 5. #1 UNSTOPPABLE TRENDS Marketers are overfishing in the bottom of the funnel. 2 out of 3 marketers feel their program mix is not meeting the demands of the sales pipeline. Source: BtoB magazine: Online Marketing: The Next Frontier, March 2012
  6. 6. #2 UNSTOPPABLE TRENDS Attribution is Everything. Choose Your Metrics Wisely. You wouldn't measure a lead-off hitter the same way you'd measure a clean-up hitter.
  7. 7. #3 UNSTOPPABLE TRENDS The Campaign Is Dead. It’s an Always-On, Multichannel World.
  8. 8. #4 UNSTOPPABLE TRENDS Modern Marketers Cannot Scale without an Integrated Marketing Stack Gartner projects that by 2017 the CMO will spend more on IT than the CIO does.
  9. 9. #5 UNSTOPPABLE TRENDS Data is King. IBM says 2.5 quintillion bytes of data are created daily. That means 90% of the world's data has been generated in the past two years.
  10. 10. Importance of Nurturing 10 PIECES OF CONTENT ARE CONSUMED BEFORE A PURCHASING DECISION IS MADE Google’s Zero Moment of Truth THE VALUE OF PURCHASES ARE 47% HIGHER FROM NURTURE LEADS Gartner Group
  11. 11. EDU Marketing Objectives Goal #1 REACH Reach the right target audience, at scale Goal #2 CONVERT Nurture prospects to convert Goal #3 ACQUIRE Increase velocity to acquire customers MEASURE throughout the funnel and optimize
  12. 12. MEASURE throughout the funnel and optimize Goal #1 COST-EFFICIENCY REACH Reach the right target audience, at scale HURDLE LEAKY FUNNEL 95% OF WEBSITE VISITORS *! **! 98% OF B2B LANDING PAGE VISITORS NEVER COME BACK

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