漏斗营销最终指南（英文版）.pdfVIP

用户上传 更多免费报告请查看研报客 用户上传 更多免费报告请查看研报客 WELCOME to The Definitive Guide to Pipeline Marketing, brought to you by the company that coined the term. This hands-on guide will walk you through a number of thought- provoking and actionable takeaways high-performing B2B companies have adopted to drive revenue and accelerate growth. Specifically, you’ll learn about the following: 1) So what is pipeline marketing? 2) Marketing is connected to revenue. Now what? Attribution models explained. 3) Driving demand through media: Search engine marketing 4) Driving demand through media: Paid social media 5) Activating content and inbound marketing for compounding growth 6) Best practices for driving conversions with retargeting and nurturing 7) Reporting to get (and keep) the team aligned Time to end the fluff. Let’s get started! 用户上传 更多免费报告请查看研报客 1 So what is pipeline marketing? Marketers have been doing lead generation (the process of creating new contacts) for decades. Using Google Ngram we can see that it’s been around for at least 50 years. That’s before the internet. Before content marketing and growth hacking. Before SaaS and AdWords. While the work might have changed, the mindset hasn’t. As marketers, our hope is that all leads will turn into customers, but this is not a realistic assumption. Thus, at every stage of the funnel unqualified leads will drop off making each stage smaller than the one before (creating a funnel). The problem with the lead generation mindset is that it focuses too heavily on the top of the funnel, weighing too much towa