The document discusses full funnel marketing, which involves delivering relevant messages to audiences and prospects throughout the entire buyer's journey. It notes that up to 90% of the buyer's journey is completed before reaching out to a salesperson. The document also provides examples of tactics for the upper and lower funnel, as well as metrics to measure success in both areas. It highlights the story of how Cetera Financial Group improved metrics like revenue, page visits, and new business by implementing a full funnel marketing strategy on LinkedIn.
Driving AI Competency - Key Considerations for B2B Marketers - Rosemary Brisco
Live Webinar: Harnessing the Power of Full Funnel Marketing
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3. Harnessing the Power
of Full Funnel Marketing
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Sean Callahan, Senior Content Marketing Manager, LinkedIn
Justin Gray, CEO, LeadMD
4. 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
5. “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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23. 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
25. STRATEGY | TACTICS | CONTENT & CREATIVE | DEVELOPMENT | TRAINING
Keeping Your Funnel Full
26. What is ‘Full Funnel Marketing?’
+ The Buyer Journey
- Introduction
- Rapport Building
- Trust Building
- Pain Reveal
- Solution Selling