To understand the current state of the marketing funnel, GetResponse and Demand Metric partnered to research how much friction is in today’s marketing funnel, and where it most commonly appears.

1. Focus on the Mid-Funnel.
Marketers can improve the performance
of all funnel sections through automation
and integration, which comprise the next
two recommendations.
Automate the funnel.
All sections of the funnel realized massive
performance gains from automation,
which help to quickly bring a return on
funnel automation investments.
Leverage an integrated funnel.
The best assurance of providing the
preferred journey and experience is
through a funnel that is seamlessly
integrated, which provides differentiation.
Tactics selection.
Emphasize the use of tactics that
perform best in each section of the
funnel rather than selecting the ones
that are easiest to execute.
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Are you looking to
improve your funnel
performance?
Although the full report has more detailed
recommendations and findings, here are
4 action steps you can take to get results:
There is almost
always some “friction”
in the funnel that
impedes the ability of
leads to flow from
one section to
another.
For many marketing
organizations, it’s
common to have one
section of the funnel
that works well, while
another section is
problematic.
Marketers find
themselves applying
time, effort,
technology, and
resources to address
“hot spots” in their
funnels.
Once addressed, the
hot spots rarely go
away completely;
they just relocate
to a different part of
the funnel.
ELIMINATING
Benchmark Report
FRICTION IN
THE FUNNEL
DEMANDMETRIC.COM
Download the full report to fully
discover the direction you should take
to make your funnel friction-free today!
http://bit.ly/2ObYwVP
Marketers aspire to
have a funnel that is a
well-oiled machine,
highly automated
with ample leads
flowing smoothly
from top to bottom.
The reality, however,
is that few marketers
have funnels
that perform
flawlessly even
some of the time.
Is your marketing funnel
free of problems?
Findings
Less than 20% of study
participants report have strong
or complete integration of
funnel sections with only a
minority of participants – less
than 30% – having a precise
understanding of funnel ROI.
When funnel sections are
automated, performance
almost doubles as a result, with
the biggest performance gains
coming in the middle section.
Integrating sections of
the funnel has a
powerful impact on
performance: the top
and middle sections
saw a 3X improvement
compared to funnels
that lack integration.
The bottom section
saw a 2X improvement.
The top of the funnel is the most
automated section, but less than
20% of study participants
report most to full automation
for any funnel section. In fact,
study participants rated the top
funnel section as best
performing, and the middle
section as worst performing.
GETRESPONSE.COM