Funnel vision: How the purchasing funnel helps marketing think small
37
description
From the creation of PPC and SEO to the latest inbound marketing and programmatic advertising techniques, marketing has become fixated on the quick win. Converting the supposed army of considering, and ready-to-buy, customers has become an obsession for marketers and their marketing strategies. But B2B brands are missing a trick by focusing too heavily on those low down the purchasing funnel. A big opportunity exists to grab buyer attention early, even before most inbound marketing strategies kick into gear. In this workshop Toby Brown and Tara Burns discuss the trends that have led to this over-focus on late-funnel strategies and present ideas for grabbing attention early, creating long-term interest and building real advocates.
Transcript of Funnel vision: How the purchasing funnel helps marketing think small
We Are Man Bites Dog
Today
Agenda
Why are we here?
What will we learn?
Something has changed...
SEO How much?
$13.9bn
Robot Takeover
Adspend
The PPC Machine Grows
Click Happy?
60%
So, what’s going on?
Time for change!
Pop Quiz
Pop Quiz
Who do you think of when I say
Smart Planet?
Pop Quiz
Pop Quiz
Who do you think of when I say
ZMOT?
Pop Quiz
Pop Quiz
Who do you think of when I say
Ecomagination?
Pop Quiz
Think Big, Start Small
Market Clients
Competitors
Market
● What are the most pressing challenges facing your industry today?
● And/or what are the biggest opportunities?
MARKET
Market
Competition increasing
Post-recession lull in
trade
Clients
● What are your clients or customers worried about? ● What excites them or gets them out of bed in the
morning?
CLIENTS
Clients
Co
mp
eti
tio
n in
cre
asi
ng
po
st-r
ece
ssio
n lu
ll in
tra
de
staying profitable
legislation
new environments
You
● What do you have to say that is different and hasn’t been said before?
● Where do you have a right to speak authoritatively?
YOU
You
Competition increasing
post-recession lull in
trade
sta
yin
g p
rofi
tab
le
leg
isla
tio
n
new
env
iro
nme
nts
A view of all global
trade
No outlet for experts
Low on the food chain
Competitors
● Where are your competitors weak or absent in the conversation?
● What isn’t yet being discussed?
YOUCOMPETITORS
Competitors
Co
mp
etitio
n increa
sing
po
st-rece
ssion lull in
trad
e
staying profitable
legislation
new environments
A v
iew
of
all
glo
ba
l
tra
de
No
out
let
for
ex
pe
rts
Low
on
the
fo
od
ch
ain
Siloed approach
No voice on trade
Our Answer
Co
mp
etitio
n
increa
sing
po
st-rece
ssion lull in
trad
e
staying profitable
legislation
new environments
A v
iew
of
all
glo
ba
l
tra
de
No
out
let
for
ex
pe
rts
Low
on
the
fo
od
ch
ain
Siloed approach
No voice on tradeNothing is
Mined, made
or moved
without them
Global trade
Criteria For Ideas That Lead
1. Is it bigger than your product?2. Does it start or further a debate?3. Does it have a clear direction?4. Is it aligned with your brand and capability?5. Can you move from content to conversation?
Thank you
