The document discusses full funnel marketing, which involves delivering relevant messages to audiences and prospects throughout the entire buyer's journey. It notes that up to 90% of the buyer's journey is completed before reaching out to a salesperson. The document also provides examples of tactics for the upper and lower funnel, as well as metrics to measure success in both areas. It highlights the story of how Cetera Financial Group improved metrics like revenue, page visits, and new business by implementing a full funnel marketing strategy on LinkedIn.

3. Harnessing the Power
of Full Funnel Marketing
3
​ Sean Callahan, Senior Content Marketing Manager, LinkedIn
​ Justin Gray, CEO, LeadMD

4. The Rise of Full Funnel Marketing
4
• 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 customer

5. “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
5

6. Three Critical Numbers to Know
in Full Funnel Marketing:
6

7. 7
Up to 90% of the buyer’s journey is complete
before a prospect reaches out to a salesperson

8. 8
The Percentage of Visitors to Your Websites
Who Don’t Convert

9. 9
The Percentage of Your Database Who
Doesn’t Open Your Emails

10. The Two-Stage Funnel
10

11. 11
Full Funnel Marketing
is the New 3-Martini Lunch

12. 12
Upper Funnel Goals
Reach Audiences, Build Brand
Lower Funnel Goals
Nurture Both Unknown and Known Prospects

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

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

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

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
Success Story
20

21. Lower Funnel
• Target Market: FinServ Pros at Micro Companies
• Tactics: Display, InMail, Lead Accelerator
• Metrics: 900 Net New Website Visitors
21

22. Upper Funnel
• Tactics: Varied
• Metrics: Revenue
22

23. Cetera Financial Group
• 13% more page visits per visitor
• 27% more page views per visit
• $1 million in new business
23

24. 24
“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

25. STRATEGY | TACTICS | CONTENT & CREATIVE | DEVELOPMENT | TRAINING
Keeping Your Funnel Full

26. What is ‘Full Funnel Marketing?’
+ The Buyer Journey
- Introduction
- Rapport Building
- Trust Building
- Pain Reveal
- Solution Selling

27. The customer journey through activities
In Marketing Terms

28. Treat nurture like a cocktail party

29. First Touch Best Practices
+ Provide Hyper Value
+ Don’t ask for much
+ Reduce friction
+ Give, and get

30. Your reputation matters, establish it

31. Lead Nurturing
+ Prepare to give even more
+ Don’t be overbearing
+ Consider your channels
+ Everyone is unique

32. Keep your dating profile up to date

33. Measure the Impact
+ Engagement is King

34. Look for love

35. Personalization is Critical

36. STRATEGY | TACTICS | CONTENT & CREATIVE | DEVELOPMENT | TRAINING
Thank you!

37. http://marketing.linkedin.com/blog/introducing-the-sophisticated-marketers-crash-course-in-full-funnel-marketing/
Q&A

38. http://marketing.linkedin.com/blog/introducing-the-sophisticated-marketers-crash-course-in-full-funnel-marketing/
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