This is part 2 of multi-part series of frameworks, practical tools, skills and examples of tools to help marketing teams (and organizations) adopt in the digital world. There are plenty of other approaches and some are more 360 customer relationship – we took these approaches as they fit most organizations and cultures we work with or where they are in the adoption curve and are stepping stones towards that 360 degree approach. We focused on the digital funnel for use in marketing, customer journey and persona profile mapping. This is part 2 the basic frameworks for a digital (any/all) marketing core competency and team – the focus on being customer centric and taking an outside-in view of the market.

1. @VirtualCMO
The Funnel
Marketing & Sales Funnel
The Customer/Personas
& a bit more
Conversion in the Funnel = success!

2. Content
TABLE OF CONTENTS
• The Marketing and Sales Funnel Framework
• TOFU
• MOFU
• BOFU
• Measuring the Funnel
• Questions
Appendix:
• Optimization
• Start at BOFU
• Customer Centric Framework
• Customer Journey Mapping
• Mini exercise
• Persona Profiling
• Customer Database (think customer data model not technical DB)
• Funnel Metrics applied to a Marketing Program
Me!
@VirtualCMO

3. Intro
This is part 2 of multi-part series of frameworks, practical tools, skills and examples
of tools to help marketing teams (and organizations) adopt in the digital world.
There are plenty of other approaches and some are more 360 customer relationship
– we took these approaches as they fit most organizations and cultures we work
with or where they are in the adoption curve and are stepping stones towards that
360 degree approach. We focused on the digital funnel for use in marketing.
As the say Rome was not built in a day and what is key for us is frameworks for
team to be able to work within that are easy and simple to understand and use – we
don’t want to Six Sigma our teams into process for the sake of process or lack of
innovation.
This is part 2 the basic frameworks for a digital (any/all) marketing core competency
and team – the focus on being customer centric and taking an outside-in view of
the market.
Part 1 was an Agile Marketing Framework – view on:
• SlideShare - http://www.slideshare.net/redshane/virtual-cmo-agile-marketingframework-mar-2013
• LinkedIn - http://www.linkedin.com/profile/view?id=122511&trk=nav_responsive_tab_profile
@VirtualCMO

4. The Funnel & Marketing (sales)
BRAND & BUZZ
Generates Brand Awareness
TOFU
(Top of the Funnel)
Builds General Awareness to
Attract Visitors / Leads
MOFU
(Middle of the Funnel)
Turns visitors into leads,
Nurtures leads & UpSell
BOFU
(Bottom of the Funnel)
Turns leads into MQL
Deepens Product Awareness
Build Sales Support Tools
REVENUE/SALES
Converts MQL / Leads
Into Customers
What?
Awareness
Interest
Intent
MARKETeeRiING
(Marketing + Other Teams)
BUILDS & IMPLEMENTS STUFF
[TOOLS – Marketo etc …
APPS, ETC.]
TO SUPPORT MARKETING &
REVENUE GOALS
Purchase
The Company organizes efforts/resources to reflect the marketing and sales funnel.
@VirtualCMO

5. The Funnel
4 distinct types of interactions or needs driven by customer behavior
Who is socialKO?
Do for Me?
Why socialKO?
Awareness
TOFU
Interest
MOFU
Intent
BOFU
Contact Me
Purchase
REVENUE/SALES/
eCOM
@VirtualCMO

6. TOFU
Marketing applies specific focus on:
•
Building general awareness
•
Building brand proposition
Awareness
•
Attracting visitors/leads to digital
channels (& physical)
•
TOFU
Building communications channels
@VirtualCMO

7. MOFU
Marketing applies specific focus on:
•
Converting visitors into leads
•
Nurturing visitors for when they are ready
to engage in the future
•
Nurturing can increase lead optimization
by avg. 30%+
Awareness
TOFU
Interest
MOFU
@VirtualCMO

8. BOFU
Marketing applies specific focus on:
•
•
•
Validation for buying
Deepening product awareness
Sales Support Tools
Awareness
Turning leads into qualified leads (MQL –
Marketing Qualified Lead)
Adobe Digital Marketing Optimization Survey
found that a majority of companies (53%) spend
less than 5% of their total marketing budgets on
optimization activities, despite the fact that a small
uplift in conversion rates can translate into
thousands of dollars of extra revenue.*
Interest
MOFU
Intent
•
TOFU
BOFU
Purchase
REVENUE/
SALES/
eCOM
@VirtualCMO

9. Measuring the Funnel: sample exec report
Of Note 2nd month post beta:
§ Website Visits = 50% of <… > & other competitors
§ 20% month over month growth
§ SEO reach grew from 10 keywords to 68 keywords on Google
§ 4 organic media coverage (+ Partnership media outreach)
Jan
2014
Channel
/Tactic
Social KO
Website
Reach
800,000
from live
Page
Views
PR
Awareness
Interest
2.5M UV
per month
MOFU
Intent
Social
Share
TOFU
BOFU
115,000
DB
Promo 1
390,000
Unique
Users
Top 10
Articles
eMail
2500
CTA
Users
$
9
@VirtualCMO

10. @VirtualCMO

11. Appendix
TABLE OF CONTENTS
• Optimization
• Start at BOFU
• Customer Centric Framework
• Customer Journey Mapping
• Mini exercise
• Persona Profiling
• Customer Database (think customer data model not technical DB)
• Funnel Metrics applied to a Marketing Program
Me!
@VirtualCMO

12. Optimization
Adobe Digital Marketing Optimisation Survey found that a majority of companies
(53%) spend less than 5% of their total marketing budgets on optimisation activities,
despite the fact that a small uplift in conversion rates can translate into thousands of
dollars of extra revenue.
• Marketing Funnel
• MOFU and BOFU
• Post CTA
• In the Product (digital/SaaS even physical)
• Motivate the Capture/Share of the “WOW” moments
• Marketing Campaigns
• Test Creative/Concepts
• Refine weekly
• CTA
• Clear Concise
• Just one per “real estate”
• Context = right time, right place, right next step
• Clear options if not ready for certain “buy” type CTA
Start at the BOFU it has xX impact on the Funnel
@VirtualCMO

13. Customer Centric Framework
CUSTOMERS
THE FUNNEL
ENGAGEMENT & REVENUE
CHANNELS: DIGITAL & OFF-LINE
SocialKO CUSTOMER CENTRIC ORG
@VirtualCMO

14. Customer Journey Mapping
A customer journey map allows you to walk in “your” customers’ shoes by traveling
with them as they interact with your company – full life cycle.
Tips to Begin Mapping:
• Clear on what you want, begin with
end in mind
• Know who you are mapping, pick a
generic customer representation
• Talk to cross section, both internally
and externally, customers too!
• Must-haves, critical customers
needs at each step, to move step to
step, what “they” think & feel
• Nice-to-haves, it’s complex and lots
of data/insights, weigh this
• Visualize map clearly when you
share
• Share it, bad and good, close gaps
and identify best practices
• Take action on the map
• Paralysis, Analysis, avoid it. It’s the
key stuff that counts, who they are
and what’s important to them!
@VirtualCMO

15. Short Mapping Touch Point Exercise
What are the top 5 offline and online touch points* for <audience persona> for each of
the following: awareness, sign up, download app, buy a product and renewal (weight
top 5 – 1% to 100%)
Awareness
Sign Up on
socialKO
Download
App
Buy a
membership
Renew
Refer via
Social
Offline
1
2
3
4
5
Online
1
2
3
4
5
@VirtualCMO

16. Persona Profiling (b2b example)
BACKGROUND:
• Basic details about persona’s role
• Key info about the persona’s company
• Relevant background info, like education
or hobbies, traits …
GOALS:
• Persona’s primary goal
• Persona’s secondary goal
• Personal goals (look good, promote etc
…)
DEMOGRAPHICS:
• Company Info (size, $, employees, etc …)
• Person:
CHALLENGES:
• Primary challenge to persona’s success
• Secondary challenge to persona’s
success
• Personal challenges (have they skillset,
support, buy-in …)
•
•
•
•
Gender
Age Range
Title (where it ranks in company)
Decisions maker, influencer, blocker, etc …
IDENTIFIERS:
• Buzz words
• Company Culture
• Leader/Follower
HOW WE HELP:
• How you solve your persona’s challenges
• How you help your persona achieve goals
• Can you help them personally/career
C o n d u ct
interviews
with your
target
audience
to
about the learn
ir goals
and chall
eng
more deta es in
il.
16
@VirtualCMO

17. Persona Profiling
REAL QUOTES:
• Include a few real quotes – taken
during your interviews – that
represent your persona well. This
will make it easier for employees
to relate to and understand your
persona.
COMMON OBJECTIONS:
• Identify the most common
objections your persona will raise
during the sales process.
Identifying common
objections will help
your sales team be
better prepared
during their
conversations.
MARKETING MESSAGING:
• How should you describe
your solution to your
persona?
ELEVATOR PITCH:
• Make describing your
solution simple and
consistent across everyone
in your company.
Esta
b
mes lishing y
sagin
our
g
prep
a
entir res your
e
to co organiza
n
t
mes vey the ion
sage
sam
e
.
real
ga
din
Inclu o from
ons
ot
omm
ph
ive C
reat ckphoto
C
to
ne
or iS everyo ame
s
s
help ion the
s
envi n.
o
pers
@VirtualCMO

18. Customer Database: think “customer data model” not tech DB
DB)
The more robust your customer data model is the more successful marketing teams will be
with customer engagement (acquisition and retention) and supporting revenues.
Add as much info to a contact
• Web Analytics
• Targeting Data/Segmentation
• Behaviorial
• Social Media
Use a customer database that is easy for all
teams to leverage
• Data Input
• Manage Funnels
• Manage Revenue Pipelines
• Reporting
• Personalization
There are great plug-ins e.g.
• Social Profiles
Make sure your customer database allows for Import/Export/API for data
• e.g. Marketing Info
• Lead Nurturing events
• eMail activity and integrations
• Product Up/Cross Sell
• CMS
• Ad Serving/Integration
• …
Helps to map and connect customer journey
@VirtualCMO

19. Detailed Funnel Measurement: sample
Social Media
FB
twitter
eMail
Instagram
Promo 1
Drip
Campaign
Valentine
Reach
1.05M
100k
150k
1.2M
Action 1
… likes
..RT
.. likes
… read
Action 2
… coms
.. Fav
.. coms
… CTR
ConRate
..%
Landing
Page
… UV
ConRate
TBC
PR
2.5M UV
per month
...%
… UV
… UV
… UV
… UV
TOFU
Interest
… UV
Awareness
MOFU
Intent
BOFU
#down
loads
# Users
ConRate
CTA
..%
Users
&/or $
# eCards
# pCards
# cards x $... = Revenue.
Simple ROI = Revenue - Costs
@VirtualCMO

20. Credits where rightfully due
Chris Walker The Million Social CMO (Head of Marketing at the WOOFipedia.com /
AKC.org) who was co-creator and guinea pig, or some of his teams were J
David Skok (Partner/Serial Entrepreneur) Matrix Partners & king of SaaS insights and
metric to drive a SaaS based business, relevant to all businesses.
Mike Volpe (CMO) and the team @ Hubspot who provided the the foresight to drive a form
of Agile and Funnels into Marketing Best Practices
The Marketo team for helping with automation best practices for nurturing the Funnel in
sales and marketing.
Some other teams who helped Chris and I create our versions of Agile Marketing & the
Funnel for Agile Marketing teams, but unnamed for confidentiality reasons
For a copy of the source PPT please email me at shane@social-KO.com for a copy!
@VirtualCMO

21. Me – a Digital CMO. Strategic - Digital + Mobile + Social + Technology.
B2B, B2C & B2B2C markets. Early stage to Mature F500.
• 2 Tech Companies Acquired by F500
Shane Lennon
@VirtualCMO
• To Oracle
• To Pitney Bowes
SocialKO – Co-Founder
• Scaled 5 Start Ups + Traditional Marketing Teams
• Traditional F500 Mkt Approach to Digital Demand Gen
Engine in 9 months, 3 x ROI, 2x $1M+ multi year sales
Roles: CMO x4,
• 2 Realignments / Re-Orgs + 2 x Digital Transformation
• Top 5 Digital Agency Web1.0
CSO, CdMO,
SVP Product, Digital,
VP Biz Dev, Corp Dev,
Client Services
even CTO
Digital Profile: https://www.vizify.com/virtualcmo
Blog: https://medium.com/@VirtualCMO
LinkedIn: http://www.linkedin.com/in/shanelennon
Social Streams:
https://www.rebelmouse.com/CMO/
Fun Blog (tumblr), Google+, Pinterest
Instagram
e: shane@atVirtualCMO.com
• AGENCY.COM (pre & post IPO)
• 50 Tech/Services Partnerships
• 1st Mobile Stock Trading App
• 1st Location Based Mobile Social Network – gypsii
• 3M+ users in 18 months
• B2B2C Ad Campaign Dashboard & Server
• New Digital Consumer Brand – WOOFipedia (AKC)
• 1.3M social media audience
• Mobile UGC App & Digital Media Site
• Marketing Tech Stack (Web+Mobile+CMS+LeadNurture+CRM
+DB)
• eCommerce Edu Gaming & Rewards
• DUtheMath + Atom Factory Talent Artists
• 100,000 Social Media Users in 6 weeks
• 55% Website Conversion Rate
• Digital+Social Greeting Card Industry Disruptor
• Cleverbug
• Mobile Content/WOM/Social Media B2B2C platforms
• BestBuzz and MyCityWay
• Digital CMO Workshops & Trend Pieces
• Advised over 10+ start ups (hands off and hands on roles)
• Wearable Tech for Pet Market – Biz Plan funded $2.6M WOOFtag
@VirtualCMO