Join us as we kick off our Sophisticated Marketers Webinar series with the Crash Course to Full Funnel Marketing. We'll discuss how and why more marketers are embracing full funnel marketing. Our team will show you how to reach, nurture and acquire prospects in the upper, middle and lower funnel - and why changes in the buyer's journey have made carefully considering all stages a necessity.

2. Today’s Speakers
Sean Callahan
Senior Manager, Content Marketing
LinkedIn
@sean_f_callahan
Matt Heinz
President
Heinz Marketing
@HeinzMarketing

3. 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

5. Harnessing the Power
of Full Funnel Marketing
5

6. The Rise of
Full Funnel Marketing
6

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
7

8. Three Critical Numbers to Know in
Full Funnel Marketing: 90, 95, 80
8

9. 9
90 -- Revolutionary Changes
in the Buyer’s Journey

10. 95 – The Percentage of Visitors to Your
Website Who Don’t Convert
10

11. 80 – The Percentage of Your Database
Who Doesn’t Open Your Emails
11

12. 12
The Two-Stage Funnel

13. 1313
Full Funnel Marketing
is the New 3-Martini Lunch

14. 14
Upper Funnel Goals
Reach Audiences, Build Brand

15. 15
Lower Funnel Goals
Nurture Both Unknown and Known Prospects

16. 16
Upper Funnel Tactics
Content Marketing
Display, Broadcast & Print Advertising

17. 17
Lower Funnel Tactics
Search, Email,
Display, Content Marketing

18. 18
Upper Funnel Metrics
Brand Recall, Branded Search,
Lift in Target Audience Traffic

19. 19
Lower Funnel Metrics
Leads, Cost Per Lead, Web Form Conversions,
Revenue Contribution

20. 20
Attribution
Last-Click vs. Algorithmic Attribution

21. 21
The Hybrid Marketer
Goes Full Funnel: Branding, SEO, Content,
Email, Technology, Creative, Coding, Analytics

22. 22
LinkedIn’s Approach to
Full Funnel Marketing

23. Jive Software
Success Story
23

24. Upper Funnel
• Tactics: LinkedIn Sponsored Updates, LinkedIn
InMail
• Metrics: 110% Higher Open Rate, 75% Higher
Engagement Rate 24

25. Lower Funnel
• Tactics: Retargeting and Other Tactics
• Metrics: Reduced CPL by 20%
25

26. 26
“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

27. Full Funnel Marketing
101
Matt Heinz
President, Heinz Marketing Inc
matt@heinzmarketing.com
@heinzmarketing

28. 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

29. One slide to rule them all

30. Only two sales stages matter

31. Only two sales stages matter

32. The buyer’s journey

33. Heinz Marketing, Inc
A direct line to revenue growth

34. 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

35. Heinz Marketing, Inc
People & problems, not products

36. Heinz Marketing, Inc
Marketing plan in 5 questions
1. 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?

37. Heinz Marketing, Inc
What do your customers care about?

38. Heinz Marketing, Inc
The buyer progression
SolutionProblem/
Pain
Objective/
Outcome

39. Heinz Marketing, Inc
Enumerating needs by role
Audience
Vertical #1
CEO
IT/CIO
CFO
CMO
Audience
Vertical #2
CEO
Drivers Pain Points Value Propositions (bullet points) Key Messages
Key MessagesDrivers Pain Points Value Propositions (bullet points)

40. 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

41. Questions?
Sean Callahan
Senior Manager, Content Marketing
LinkedIn
@sean_f_callahan
Matt Heinz
President
Heinz Marketing
@HeinzMarketing