Jul 30, 2022
In Welcome to the Forum
The marketing funnel allows marketers to no longer only focus on the top of the funnel, but be responsible for the entire funnel process, make marketing decisions based on the final "revenue" and formulate marketing goals, so as to truly achieve "performance-oriented marketing". The use of the marketing funnel can help marketers achieve their goals, align with the company's overall goals, achieve marketing synergy, and be recognized as a profit center. The use of marketing funnels can be learned from the opinion of Aaron, the godfather of sales in Silicon Valley: " so that customers can take the initiative to come business email list to the door; Spears, mainly Outbound Prospecting, are also what we often call hunting. He Run, CEO of Zhiqu Baichuan, believes that the above three clues together constitute the overall sales funnel. The KPI that managers need to be responsible for is the pipeline creation rate (PCR, Pipeline Creation Rate). For the marketing department, although the registration leads (Raw Leads) are the basis of the sales funnel (Pipeline), they should not pay too much attention to the registration leads. Should focus on how to get more qualified leads (Qualified Leads). Which type of marketer gets a higher budget? In order to obtain a higher budget, the marketing department needs to clarify the positioning of the profit center, use the multi-touch attribution model, clarify the effect measurement of different types of marketing activities, ensure that the small marketing goals are consistent with the corporate goals, and ensure that the marketing spending data can be reflected in the marketing funnel , let expenses be related to income. (Note: In the text, the orange words are interesting interpretations of Baichuan) This article was originally published by zhiqubaichuan. Everyone is a product manager. Reprinting is prohibited without permission. The title image is from the author.