It's The End of the Funnel As We Know It [Webinar]

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The signs of change are everywhere. With the Salesforce acquisition of ExactTarget and Oracle’s acquisition of Eloqua, the lines between CRM and marketing automation are disappearing. At the same time the roles and expectations of sales and marketing teams are being re-written.

Rather than simply driving and managing leads in the upper funnel, progressive companies are discovering a new hourglass model aimed at both accelerating customer acquisition and strengthening customer retention.

For a look at the new model leading companies are using to manage and drive growth, tune into this exclusive webinar, which will explore how high growth B2B and B2C organizations are:

re-modeling their approach to their people, process and technology, and
developing new ways to measure and track the success of their customer acquisitions and retention models.


Keep up with the rapidly changing sales and marketing landscape and make sure your teams are modeled for future growth and success.

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It's The End of the Funnel As We Know It [Webinar]

  1. 1. @demandgendaveTHE END OF THE FUNNEL AS WE KNOW ITHOST: DAVID LEWIS | CEO | DEMANDGEN INTERNATIONAL, INC.
  2. 2. @demandgendaveType question hereWebinar Attendee InteractionAsking Questions Responding to Polls
  3. 3. @demandgendaveDavid Lewis | CEO | DemandGenFREE lead management bookwww.manufacturingdemand.comDemandGen is a global sales and marketing consulting firmhelping clients in the effective use of marketing automationand CRM to accelerate business growth.About Us: www.DemandGen.com
  4. 4. @demandgendave• Launched in 2007 to track bestpractices in lead generation• Newsletter has grown to morethan 26,000 readers• We also offer a menu of researchand best practices reports• New audio/video podcasts atDemandGenReport.com@DG_Reporthttp://linkd.in/DG_Specialists
  5. 5. @demandgendaveHow To Respond
  6. 6. @demandgendave“20% of B-to-B companies surveyed havepurchased a marketing automation system, yet85% of them don’t believe they’re using it to itsfullest potential.”- BtoB Special Report, June 2013
  7. 7. @demandgendaveSurvey: Why Marketing AutomationTop Reasons People Purchased a System• Lead Generation (78%)• Tracking Website Visitors (77%)• Managing marketing campaigns (70%)• Lead Scoring and Qualification (69%)• Lead Nurturing (62%)
  8. 8. @demandgendaveHow To Respond
  9. 9. @demandgendaveThe Journey ContinuesBeyond the Funnel
  10. 10. @demandgendaveThe Start of The Journey
  11. 11. @demandgendaveKey Inventory Stages and ActivitiesCustomerInquiryMarketingQualifiedSalesAccepted &WorkingSuspectPoolSalesQualifiedOpportunityEducation PurchaseInterest JustifyAwarenessMarketinggeneratesinterestMarketingfurthernurtures andscoresLeaddevelopmentpre-qualifiesSalesfacilitatesbuyingprocessOpportunityClosesThe Original Demand Funnel
  12. 12. @demandgendaveUpper FunnelLower FunnelAcquisitionExpansionCustomerManagementLeadManagementContentBig Data& AnalyticsKey Takeaway:Strategy, process, content, programs, and measurement applied to the upper funnel for customeracquisition must be “duplicated” in the lower funnel for customer expansion.
  13. 13. @demandgendaveThe DemandGen Growth Model™A Holistic Framework for Maximizing Growth PotentialCustomer ExpansionCustomer AcquisitionInquiryMarketing Qualified LeadSales AcceptedSales QualifiedCustomerClientAdopterAdvocateLoyalistDemand Generation
  14. 14. @demandgendave
  15. 15. @demandgendave
  16. 16. @demandgendave
  17. 17. @demandgendaveDemandGen Lead Management
  18. 18. @demandgendaveSales Enablement
  19. 19. @demandgendave
  20. 20. @demandgendaveTracking Inbound MarketingHow It’s Made:• Web Page Script Detects Inbound Visitor• Lookup is made (API to CRM) to retrievecampaign information• Campaign data then stored in cookie• Form appends vital campaign info fromcookie• Result: Lead is associated to inboundmarketing campaign
  21. 21. @demandgendaveTracking Inbound Tracking
  22. 22. @demandgendaveBetter Reporting
  23. 23. @demandgendaveMarketing Performance Dashboard
  24. 24. @demandgendaveKey Takeaways• The demand funnel is only half of the growth equation• Marketing and sales strategy and process will fuse tighter infirms 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 equallyimportant as prospect behavior• Smart companies will drive GROWTH through customeracquisition and expansion
  25. 25. @demandgendaveQ/A?
  26. 26. @demandgendaveTHE END OF THE FUNNEL AS WE KNOW ITHOST: DAVID LEWIS | CEO | DEMANDGEN INTERNATIONAL, INC.
  27. 27. 2.-
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