An increasing number of marketers are embracing full funnel marketing. Changes in the buyer’s journey – particularly the fact that prospects may be as much as 90 percent complete with the purchase process before reaching out to a salesperson – mean that marketers must be delivering relevant messages throughout the path to purchase. And that requires a deeper understanding of full funnel marketing. The infographic below offers a “Full Funnel Marketing 101” crash course for marketing executives. It provides a refresher on: - What full funnel marketing is and how your company can leverage it - Goals, tactics and metrics for reaching prospects in the upper funnel vs. the lower funnel - LinkedIn's unique approach to full funnel marketing

1. GOAL
To reach your target audience—building and reinforcing
positive awareness and recall of your brand among
prospects who are currently unfamiliar with your
company or not currently in the market for your products.
TACTICS
Search, public relations, social media engagement,
blog content generation, and other content marketing
efforts, such as LinkedIn Sponsored Updates.
METRICS
Brand recall, lift in branded search results, targeted traffic
to your website, and an increase in web form conversions.
GOAL
To nurture known and unknown prospects, educating
and influencing them after they have heard of your
brand—but before they are necessarily ready to
engage with a sales representative.
TACTICS
Search, gated content offers, webinars, social
media advertising,
email marketing, LinkedIn Sponsored Updates,
LinkedIn Lead Accelerator, and LinkedIn InMail.
METRICS
Leads generated, total cost per lead, overall lift in web
form conversions, page views per website visitor to
your website, a lift in web form conversions, increased
branded and keyword search traffic, and an increase
in leads, whether through form conversions or
other methods.
Onsite Display
Network Display
Sponsored Updates
Sponsored InMail
Lead Accelerator
Full Funnel Analytics & Reporting
REACH
ACQUIRE
NURTURE
Tactics Upper Funnel Lower Funnel
Content Marketing
Email
Onsite Display
Gated Content
LinkedIn Lead Accelerator
Network Display
Sponsored InMail
Sponsored Updates
Search
Social Media
X
X
X
X
X
X
X
X X
X
X
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Here’s a cross-section of marketing tactics and where they work in the marketing funnel.
What is Full Funnel Marketing? It is the practice of:
There are three key stats that account for the rise
in importance of full funnel marketing:
Forrester Research says that as much as 90% of the buying
process is complete before a prospect reaches out to the sales
team. That’s because prospects can self-educate by researching
products and services online. What that means is the marketing
department is responsible for communicating during this 90%
of the process that occurs on the Internet.
95% of the visitors to a typical website don’t share their email
addresses, which means marketers must find new ways of reaching
and nurturing this anonymous but valuable audience.
80% of typical email database recipients do not open
their emails, which means marketers must expand their
nurturing tactics beyond the email inbox.
The most effective marketers are using
a full funnel approach to reach prospects
no matter where they are in the buyer’s journey—
even identifying potential prospects who may
not have started their buyer’s journey yet, but will soon.
Here are the goals, tactics, and metrics of reaching
prospects in each stage of the funnel:
Upper Funnel: Reach
Lower Funnel: Nurture
LinkedIn Provides Marketers With
a Full Funnel Approach
LinkedIn offers a full funnel approach, designed to
help marketers achieve their brand-building, lead
generation, and lead nurturing goals.
In the upper funnel, LinkedIn’s onsite and network
display offering enable marketers to reach their
target audience at scale. LinkedIn’s Sponsored
Updates is a versatile option, delivering reach in
the upper funnel and nurturing leads in the lower
funnel. LinkedIn InMail is another versatile tactic
that works in both the upper and lower funnel.
And LinkedIn Lead Accelerator helps marketers
reach both unknown and known prospects in the
lower funnel.
90%
95%
80%
CRASHCOURSE
FULLFUNNELMARKETING
in
101
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ACQUIRE
It’s reach, nurture, acquire.
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 customers.
Where Tactics Work in the Funnel