1.
Nurturing Funnelmentals
Bryan Burdick
Head of B2B Sales
LinkedIn
EducationConnect 2014 #inEDU14

2.
It’s a Data-Driven
“ALWAYS-ON”
Multi-Channel World

3.
Marketing Leaders Face
5 UNSTOPPABLE TRENDS

4.
There will be
WINNERS & LOSERS
You’ll thrive or become extinct

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.
#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.
#3 UNSTOPPABLE TRENDS
The Campaign Is Dead. It’s
an Always-On, Multichannel
World.

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.
#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.
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.
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.
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