@demandgendave THE END OF THE FUNNEL AS WE KNOW IT HOST: DAVID LEWIS | CEO | DEMANDGEN INTERNATIONAL, INC.
May 13, 2015
@demandgendave
THE END OF THE FUNNEL AS WE KNOW IT HOST: DAVID LEWIS | CEO | DEMANDGEN INTERNATIONAL, INC.
@demandgendave
Type question here
Webinar Attendee Interaction Asking Questions Responding to Polls
@demandgendave
David Lewis | CEO | DemandGen
FREE lead management book
www.manufacturingdemand.com
DemandGen is a global sales and marketing consulting firm
helping clients in the effective use of marketing automation
and CRM to accelerate business growth.
About Us: www.DemandGen.com
@demandgendave
• Launched in 2007 to track best practices in lead generation
• Newsletter has grown to more than 26,000 readers
• We also offer a menu of research and best practices reports
• New audio/video podcasts at DemandGenReport.com
@DG_Report
http://linkd.in/DG_Specialists
@demandgendave
How To Respond
@demandgendave
“20% of B-to-B companies surveyed have purchased a marketing automation system, yet 85% of them don’t believe they’re using it to its fullest potential.”
- BtoB Special Report, June 2013
@demandgendave
Survey: Why Marketing Automation Top Reasons People Purchased a System
• Lead Generation (78%)
• Tracking Website Visitors (77%)
• Managing marketing campaigns (70%)
• Lead Scoring and Qualification (69%)
• Lead Nurturing (62%)
@demandgendave
How To Respond
@demandgendave
The Journey Continues
Beyond the Funnel
@demandgendave
The Start of The Journey
@demandgendave
Key Inventory Stages and Activities
Customer
Inquiry Marketing Qualified
Sales Accepted &
Working
Suspect Pool
Sales
Qualified
Opportunity
Education Purchase Interest Justify Awareness
Marketing generates interest
Marketing further
nurtures and scores
Lead development pre-qualifies
Sales facilitates
buying process
Opportunity Closes
The Original Demand Funnel
@demandgendave
Upper Funnel
Lower Funnel
Acquisition
Expansion Customer
Management
Lead
Management
Content Big Data
& Analytics
Key Takeaway:
Strategy, process, content, programs, and measurement applied to the upper funnel for customer
acquisition must be “duplicated” in the lower funnel for customer expansion.
@demandgendave
The DemandGen Growth Model™ A Holistic Framework for Maximizing Growth Potential
Customer Expansion
Customer Acquisition
Inquiry
Marketing Qualified Lead
Sales Accepted
Sales Qualified
Customer
Client
Adopter
Advocate
Loyalist
Demand Generation
@demandgendave
@demandgendave
@demandgendave
@demandgendave
DemandGen Lead Management
@demandgendave
Sales Enablement
@demandgendave
@demandgendave
Tracking Inbound Marketing
How It’s Made: • Web Page Script Detects Inbound Visitor
• Lookup is made (API to CRM) to retrieve
campaign information
• Campaign data then stored in cookie
• Form appends vital campaign info from
cookie
• Result: Lead is associated to inbound
marketing campaign
@demandgendave
Tracking Inbound Tracking
@demandgendave
Better Reporting
@demandgendave
Marketing Performance Dashboard
@demandgendave
Key Takeaways • The demand funnel is only half of the growth equation
• Marketing and sales strategy and process will fuse tighter in firms 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 equally important as prospect behavior
• Smart companies will drive GROWTH through customer acquisition and expansion
@demandgendave
Q/A ?
@demandgendave
THE END OF THE FUNNEL AS WE KNOW IT HOST: DAVID LEWIS | CEO | DEMANDGEN INTERNATIONAL, INC.
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