David Lewis, CEO of DemandGen International, discusses how the traditional demand funnel of moving leads from awareness to purchase is changing. He argues that companies now need to focus not just on acquiring new customers but also expanding existing customers. The demand funnel must be applied to both acquiring new customers in the upper funnel through content, data analytics, and programs, and expanding current customers in the lower funnel. Companies also need to track both prospect and customer behavior across the customer lifecycle to drive growth. Marketing automation and CRM technology will continue to evolve to help companies better manage leads, enable sales, and improve reporting on marketing and sales performance.

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THE END OF THE FUNNEL AS WE KNOW IT
HOST: DAVID LEWIS | CEO | DEMANDGEN INTERNATIONAL, INC.

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Webinar Attendee Interaction
Asking Questions Responding to Polls

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David Lewis | CEO | DemandGen
FREE lead management book
www.manufacturingdemand.com
DemandGen is a global sales and marketing consulting firm
helping clients in the effective use of marketing automation
and CRM to accelerate business growth.
About Us: www.DemandGen.com

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• Launched in 2007 to track best
practices in lead generation
• Newsletter has grown to more
than 26,000 readers
• We also offer a menu of research
and best practices reports
• New audio/video podcasts at
DemandGenReport.com
@DG_Report
http://linkd.in/DG_Specialists

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How To Respond

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“20% of B-to-B companies surveyed have
purchased a marketing automation system, yet
85% of them don’t believe they’re using it to its
fullest potential.”
- BtoB Special Report, June 2013

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Survey: Why Marketing Automation
Top Reasons People Purchased a System
• Lead Generation (78%)
• Tracking Website Visitors (77%)
• Managing marketing campaigns (70%)
• Lead Scoring and Qualification (69%)
• Lead Nurturing (62%)

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How To Respond

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The Journey Continues
Beyond the Funnel

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The Start of The Journey

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Key Inventory Stages and Activities
CustomerInquiry
Marketing
Qualified
Sales
Accepted &
Working
Suspect
Pool
Sales
Qualified
Opportunity
Education PurchaseInterest JustifyAwareness
Marketing
generates
interest
Marketing
further
nurtures and
scores
Lead
development
pre-qualifies
Sales
facilitates
buying
process
Opportunity
Closes
The Original Demand Funnel

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Upper Funnel
Lower Funnel
Acquisition
ExpansionCustomer
Management
Lead
Management
Content
Big Data
& Analytics
Key Takeaway:
Strategy, process, content, programs, and measurement applied to the upper funnel for customer
acquisition must be “duplicated” in the lower funnel for customer expansion.

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The DemandGen Growth Model™
A Holistic Framework for Maximizing Growth Potential
Customer Expansion
Customer Acquisition
Inquiry
Marketing Qualified Lead
Sales Accepted
Sales Qualified
Customer
Client
Adopter
Advocate
Loyalist
Demand Generation

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DemandGen Lead Management

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Sales Enablement

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Tracking Inbound Marketing
How It’s Made:
• Web Page Script Detects Inbound Visitor
• Lookup is made (API to CRM) to retrieve
campaign information
• Campaign data then stored in cookie
• Form appends vital campaign info from
cookie
• Result: Lead is associated to inbound
marketing campaign

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Tracking Inbound Tracking

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Better Reporting

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Marketing Performance Dashboard

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Key Takeaways
• The demand funnel is only half of the growth equation
• Marketing and sales strategy and process will fuse tighter in
firms where leadership fosters this culture
• Both B2B and B2C Companies will invest more in MA and CRM
• Technology will be plentiful and get even more complex,
requiring even more budget, staff, 3rd party resources
• The ability to track customer behavior will be equally
important as prospect behavior
• Smart companies will drive GROWTH through customer
acquisition and expansion

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Q/A
?

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THE END OF THE FUNNEL AS WE KNOW IT
HOST: DAVID LEWIS | CEO | DEMANDGEN INTERNATIONAL, INC.

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