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The marketing funnel Why it’s relevant to any business Geoff Phillips – Canvas Marketing

This article explores the importance of the marketing funnel for businesses, covering various stages such as awareness, consideration, evaluation, and purchase. It also discusses relevant keywords, metrics, and tactics to optimize the marketing funnel.

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The marketing funnel Why it’s relevant to any business Geoff Phillips – Canvas Marketing

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  1. The marketing funnel Why it’s relevant to any business Geoff Phillips – Canvas Marketing September 2019

  2. Demand funnel and activities Brand Advertising Events & Sponsorship PR/Thought leadership CSR SEO Social Content Synd. Brand health scoring Prospect database build Share of voice, earned value Search ranking AWARENESS Awareness Familiarity INTEREST TOFU CONSIDERATION Consideration Preference INTENT Product/service campaigns Paid media Nurture journeys Data collection Digital: Reach, engagement, traffic dwell time, impressions SEO: Authority scoring, ranking, links Efficiencies: CPL, CPA, ACV, LTV EVALUATION MOFU PURCHASE Conversion Lead generation – scored inquiry, suspect, qualified to Accepted Pipeline value/coverage Lead conversion rates Average contract value Landing pages Sales sequencing Onboarding Optimisation Dynamic pages Personalised C/X BOFU KEEP & GROW Loyalty program Advocacy Lifecycle comms Retention rates, churn, win/loss ratio, LTV NPS – promoter/detractor

  3. The difference %’s makes AWARENESS INTEREST TAM TOFU CONSIDERATION INTENT INQUIRY EVALUATION MOFU PURCHASE MQL SAL BOFU SQL

  4. Example metrics tracker

  5. Attribution Pick the best model for you whilst ensuring you’re not turning off tactics just because they don’t have high attribution. Last interaction Last non-direct click Last Google ads click First interaction Time Decay Linear Position based Position based

  6. Execute – Social measurement

  7. B2B Funnels

  8. Sirius demand waterfall

  9. Lead scoring

  10. Demand vs. ABM approach SCORE/IDENTIFY CUSTOMER ACCOUNTS AWARENESS TARGET PERSONALISED ENGAGEMENT CAMPAIGNS INTEREST TOFU CONSIDERATION OPPORTUNITIES INTENT INTEREST EVALUATION MOFU LASTING RELATIONSHIPS WON CUSTOMER ACCOUNTS PURCHASE BOFU

  11. Understand your customer

  12. Targeting Markets US UK Horizontal/ Industry Neutral Manufacturing/ Industrial R&D Healthcare (US) Technology Sectors Roles Innovation CO Digital Transformation CO HR CO IT CO CEO Process Excellence Medium 500+ Company Size

  13. Value proposition

  14. Value proposition

  15. Experience

  16. Customer journey mapping

  17. The shape of a good experience LEADS LEADS Product/ Service Research Right format Right time Sales Insights Customer Digital Right place Right message Modelling LEADS LEADS

  18. Technology

  19. Use tech to succeed

  20. A selection of useful tools Technology Content Analytics Data & CRM Social Automation Mobile Monkey Hootsuite Buzzsumo Sprout Hubspot Marketo Mailchimp Eloqua Google Analytics Google Trends Google Keyword Planner Hotjar Hubspot Salesforce Microsoft Wordpress Hubspot Medium Social Integration Process

  21. Automation is your friend 2019 - Omnisend researchOmni-channel marketing – 3 or more channels vs single channel 2018 – Invesp researchKey statistics and trends 4 in 5 users increased leads 77% saw increased conversion 12.2% Reduce marketing o’head 13% more spent 90% more customers retained 34.7% higher open rates

  22. What does Automation do? Whatever you need it to Lead Management Landing pages Email CRM Social Website Analytics

  23. Who is it for? B2B or B2C STARTUP SME ENTERPRISE GROW SCALE VOLUME or VALUE

  24. Planning

  25. Align to strategy Marketing aligned to core strategic pillars Value Proposition Positioning Core messaging 3. Planning 1. Operational 2. Organisation • Structure • Specialist vs. generalist - needs aligned • Future proof • Culture • Development • Platforms/Tools • Online – device agnostic • Data – segmentation and modelling • Insights – market, competition • Finance • Integrated Strategy: core marketing pillars • Goals (SMART) • Plan • Budgeting • Tactics Execution – GTM Implement Measure Optimise 6. Direct 4. Digital 5. Brand • Advertising • PR - earned and paid • Community – high profile links • Strategic relationships – non-competitive • Naming & identity – how you look and feel • Web – fully optimised journey’s • Search – natural and paid • Media – programmatic, retargeting • Social – natural and paid • Content – full calendar and strategy • Digitised communications/experience • Personalised lifecycle management –onboard, use, advocate • Telesales • Events & sponsorship

  26. Strategy and story Marketing strategy

  27. Marketing plan on a page

  28. Campaign execution

  29. Big idea – foundations

  30. Big idea – theme

  31. Customer journey may involve 6-8 touchpoints to reach conversion Key triggers between target personas and touchpoints to be defined Campaign flow Awareness Familiarity Engagement Product demo Pre-recorded product walkthrough Social Comment Message Advertising Targeted adverts - retargeting or social Social Follow Post Landing page Generic & Personalised Nurture journey Email to specific target Webinar 1-to-1 or 1-to-many Phone Inbound or outbound Events Collect data Connect Website Role and solutions based content Organic Syndication Search Direct visit Conversion Events Sell Convert 121 consult Via phone, video or in person Direct Email Direct mail Phone

  32. Content Relevance Engagement Reach Variety Commit • Trends, seasonality, hot topics • Customer not sales focused • Research – qual/quant • Be unique (follow if needed!) • Advocates & influencers • Action based posting • Targeted to audience • Planned • PR – releases cost nothing! • Right channel • Piggy back • Optimise • Format – video (live), info, case study, article, webinar… • Channel – blog, social, web, partner • Resource • Proactive • Test, learn & share Credibility & Trust Low cost Slow burn - Long lasting Differentiation SEO

  33. Resources

  34. Marketing resource considerations Product Sales Management: roadmap, scoping, analyst Proposition: commercial, pricing, messaging etc. Management: Targets, scoring, customer feedback Demand Generation Digital Marketing leadership Marketing Specialist Marketing Generalist Planning/Strategy Brand Budget management Team development Reporting Website & CMS Management SEO and paid media aware Conversion and U/X Content Development Campaigns – new/existing Automation & Customer lifecycle Social Events Partner programmes Outsourced PR Digital Development Brand development Design SEO Paid media

  35. Thank you • Useful resources: • Hubspot Academy and blog • Sirius decisions • Marketo • SmartInsights • Strategyzer Geoff@canvasmarketing.co.uk Geoff_Phillips linkedin.com/in/geoffjphillips

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