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.
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
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
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
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?