It's The End of the Funnel As We Know It [Webinar]
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David Lewis, CEO of DemandGen International, discusses how the traditional demand funnel of moving leads from awareness to purchase is changing. He argues that companies now need to focus not just on acquiring new customers but also expanding existing customers. The demand funnel must be applied to both acquiring new customers in the upper funnel through content, data analytics, and programs, and expanding current customers in the lower funnel. Companies also need to track both prospect and customer behavior across the customer lifecycle to drive growth. Marketing automation and CRM technology will continue to evolve to help companies better manage leads, enable sales, and improve reporting on marketing and sales performance.
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It's The End of the Funnel As We Know It [Webinar]
- 1. @demandgendave THE END OF THE FUNNEL AS WE KNOW IT HOST: DAVID LEWIS | CEO | DEMANDGEN INTERNATIONAL, INC.
- 2. @demandgendave Type question here Webinar Attendee Interaction Asking Questions Responding to Polls
- 3. @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
- 4. @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
- 6. @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
- 7. @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%)
- 9. @demandgendave The Journey Continues Beyond the Funnel
- 10. @demandgendave The Start of The Journey
- 11. @demandgendave Key Inventory Stages and Activities CustomerInquiry Marketing Qualified Sales Accepted & Working Suspect Pool Sales Qualified Opportunity Education PurchaseInterest JustifyAwareness Marketing generates interest Marketing further nurtures and scores Lead development pre-qualifies Sales facilitates buying process Opportunity Closes The Original Demand Funnel
- 12. @demandgendave Upper Funnel Lower Funnel Acquisition ExpansionCustomer 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.
- 13. @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
- 14. @demandgendave
- 15. @demandgendave
- 16. @demandgendave
- 19. @demandgendave
- 20. @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
- 24. @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
- 26. @demandgendave THE END OF THE FUNNEL AS WE KNOW IT HOST: DAVID LEWIS | CEO | DEMANDGEN INTERNATIONAL, INC.
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