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A Sophisticated Marketer's Crash Course in Full Funnel Marketing 101 [Infographic]

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

A Sophisticated Marketer's Crash Course in Full Funnel Marketing 101 [Infographic]

  1. 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 X X X 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 ? 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