In this webinar, Sean Callahan, Senior Manager, Content Marketing at LinkedIn Marketing Solutions, and Diana Kaluza, Demand Generation Marketer at OpenDNS discuss why more marketers are embracing full-funnel marketing. Explore how full-funnel marketing helps companies reach, nurture, and acquire prospects in the upper, middle and lower funnel. Diana shares how OpenDNS uses full-funnel marketing and how it has boosted the company’s marketing performance. In this webinar, you’ll discover: - Why changes in the buyer’s journey have made full-funnel marketing a necessity - What metrics are best for each stage of the funnel - The most effective tactics for reaching, nurturing, and acquiring prospects and customers

2. http://marketing.linkedin.com/blog/introducing-the-sophisticated-marketers-crash-course-in-full-funnel-marketing/
Download The Sophisticated Marketer’s
Crash Course in Full Funnel Marketing

4. Harnessing the Power
of Full Funnel Marketing
4

5. 5
Harnessing the Power
of Full Funnel Marketing

6. 6
Revolutionary Changes
in the Buyer’s Journey

7. The Rise of
Full Funnel Marketing
7

8. “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
8

9. 9
The Two-Stage Funnel

10. 1010
Full Funnel Marketing
is the New 3-Martini Lunch

11. 11
Upper Funnel Goals
Reach Audiences, Build Brand

12. 12
Lower Funnel Goals
Nurture Both Unknown and Known Prospects

13. 13
Upper Funnel Tactics
Content Marketing
Display, Broadcast & Print Advertising

14. 14
Lower Funnel Tactics
Search, Email,
Display, Content Marketing

15. 15
Upper Funnel Metrics
Brand Recall, Branded Search,
Lift in Target Audience Traffic

16. 16
Lower Funnel Metrics
Leads, Cost Per Lead, Web Form Conversions,
Revenue Contribution

17. 17
Attribution
Last-Click vs. Algorithmic Attribution

18. 18
The Hybrid Marketer
Goes Full Funnel: Branding, SEO, Content,
Email, Technology, Creative, Coding, Analytics

19. 19
LinkedIn’s Approach to
Full Funnel Marketing

20. Cetera Financial Group
• 13% more page visits per visitor
• 27% more page views per visit
• $1 million in new business
20

21. 21
“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

22. How We Do Full Funnel
Marketing

23. Agenda
Our demand process
The marketing funnel
Program alignment by stage
Measuring success

24. QUALIFY
&
CONVERT
CAPTURE
LEAD
NURTURE &
EVALUATE
LEAD
CLOS
E
SELL
CUSTOMER
MANAGEMENT &
MARKETING
PIPELINE DEVELOPMENT

LEAD NURTURE
DEMAND CREATION 
LEAD AQUISITION
Fast track to sales
CREATE &
DISCOVER
DEMAND
Display Advertising
Social Advertising
Asset Syndication
SEO/SEM
Organic Social
Sponsored Events
Prospecting / Referral
Direct Mail
Chat
Inbound call
Inbound email
Website form
Event list
Retargeting
Email Nurture
Webinars
Market development
Blogs/Forums
SDR team
qualifies &
transfers lead
CULTIVAT
E
CUSTOME
R
On-boarding
Product usage
intelligence
Product
release info
Newsletters
Customer
marketing
RE-
ENGAGE
CUSTOME
R
Retention /
up-sell / cross-
sell
Community /
Word of mouth /
Customer
referrals
Accounts
converted to
Customers,
Customers grown
Onlysalesready
leads passed to
Sales Team
Leads nurtured
until they reach a
scoring threshold
Visitor/prospect
information
collected
Acquisition
tactics drive
prospects
Sales
closes
Demand Process

25. The Marketing Funnel
Building awareness,
acquiring net new leads
Nurturing, creating
opportunities
Integrated campaigns
– Cohesive message based on audience segmentation
– Multiple programs aligned by funnel stages
Accelerating
pipeline
Top
Middle
Bottom

26. Program Alignment

27. Upper Funnel Programs: Reaching Our Audience
Awareness
Display Ads
Social Ads
Sponsored Events
SEM/SEO
Net New Leads
Social Ads
Sponsored Events
Content Syndication

28. Upper Funnel Programs: Highlights
InMails
Open Rate: 51% | CTR:
21%
31 event sign ups
Sponsored Updates

29. Lower Funnel Programs: Nurturing Our Audience
Email Nurture
+63%
Visits per Visitor
+275%
Actions per Visitor
WEEK 1 MESSAGE
WEEK 2 MESSAGE
WEEK 3 MESSAGE
Multi-Channel Nurturing
Display Retargeting Social Retargeting

30. Lower Funnel Programs: Nurturing Our Audience
Online & In Person Events
Webcasts Road Shows
Executive Dinners26% Net New
Pipeline
50% Influenced Pipeline
Best Practices
Content aligns to overarching
campaign
Approachable writing style to in
person event invites

31. Marketing Metrics

32. How We Measure Success
Sirius Decisions Waterfall
Upper Funnel
Inquiries
AQLs
SALs
Lower Funnel
SQLs
Revenue

33. Top 3 Takeaways
Identify relevant
marketing channels
on buyer’s journey
Create a cohesive
campaign across
your programs
Benchmark
Test
Optimize

34. Thank You
Diana Kaluza
Email: diana@opendns.com
Twitter: @dk212