SYS-CON MEDIA Authors: Elizabeth White, Yeshim Deniz, Roger Strukhoff, Jason Bloomberg, Pat Romanski

Blog Feed Post

The B2B Funnel is More Like a Pinball Machine

87707334

I was watching the video for the second roundtable video that I participated in at Content Marketing World and Nick Panayi from CSC said, "the funnel is more like a pinball machine, with leads bouncing everywhere" - I'm not sure that's verbatim, so go watch it.

Anyway it got me to thinking about one of the big concepts in my next book that I call The Continuum Experience. It's actually a continuation or extension of the concept of natural nurturing that I presented in my first book a few years back.

Essentially the gist is that the funnel has constraints as a process of elimination based on the limited set of prospects in your database. A bunch go in at the top and a few come out the bottom. If you think about it, it's like setting yourself up for failure.

Instead, if marketers are willing to look at nurturing as a function that works both with and outside of your database, you then have a construct based on infinite potential–rather than reduced possibilities.

The other thing that the continuum experience does is to eliminate standalone, start and stop campaigns that just halt momentum in its tracks. Why do we ever want to do that?

Creating a Continuum Experience makes sense when you consider that modern marketing is about:

  • Meeting and engaging your leads in the channels they frequent
  • Providing information that matches prospects needs based on who they are and where they are in the buying process
  • Helping prospects choose to become your customers

In marketing, we've created a lot of issues for ourselves by naming stuff and then separating it. Marketers have a bunch of functions, including:

  • Lead generation
  • Demand generation
  • Lead nurturing
  • Brand awareness
  • Sales enablement
  • And more...

We segment our activities to address each one separately. But we don't need to.

  • Who's to say that a white paper that's being used specifically for lead gen isn't just as applicable to a prospect in your database and nurture program that hasn't seen that information?
  • What if a prospect in your database and nurturing programs stumbles upon a blog post that fills in a key gap that was holding him back from taking the next step?
  • What if your salesperson is in a great conversation when a question comes up and she can share just the right content to help the prospect keep moving? Even if it's a piece designated to an early-stage nurture program and not publically available.

In any of these situations, should we be sorry that it happened? Or should we be facilitating these types of occurrences as a matter of course?

I'm voting for the latter.

But the only way this works is if our content and communications are consistent and relevant across all the channels we and our audiences use. And it means that we need to be sharing all the pieces of the story across those channels. We can't just reserve the good stuff for the nurture programs that are only shared with those in our database.

Well, you can, but why would you want to limit potential?

I would stipulate that the pinball thing has always been there, only we now have the technology to see it happening as we engage with prospects in various channels.

So what does it take to adopt The Continuum Experience as a new construct for nurturing?

You can wait for my new book, Digital Relevance, to come out in January, or you can get a preview deep dive on October 28th by registering for my session on PowerViews Live with Dan McDade

Persona-Based Continuum Marketing - It's the New Nurturing

I'll be talking about the above and how personas can help you to speed up the buying process through alignment and progression strategies that resonate with buyers.

If you're feeling the pinball fatigue, maybe it's time to change your perspective about nurturing. It's really about smart marketing that can help you accomplish a variety of tasks in an integrated way that will resonate with more of your prospects.

Read the original blog entry...

More Stories By Ardath Albee

Ardath Albee, CEO & B2B Marketing Strategist of her firm Marketing Interactions, helps companies with complex sales increase and quantify marketing effectiveness by developing and executing interactive eMarketing strategies driven by compelling content.

Her book, eMarketing Strategies for the Complex Sale, was published by McGraw-Hill.

Her articles and blog posts have been used for university ezines, published in CRM Today, Selling Power, Rain Today and Enterprise CRM News. Marketing Profs has incorporated her blog posts into a number of their "Get to The Point" newsletters.

Latest Stories
Industry after industry is under siege as companies embrace digital transformation (DX) to disrupt existing business models and disintermediate their competitor’s customer relationships. But what do we mean by “Digital Transformation”? The coupling of granular, real-time data (e.g., smartphones, connected devices, smart appliances, wearables, mobile commerce, video surveillance) with modern technologies (e.g., cloud native apps, big data architectures, hyper-converged technologies, artificial in...
In his session at 21st Cloud Expo, Raju Shreewastava, founder of Big Data Trunk, provided a fun and simple way to introduce Machine Leaning to anyone and everyone. He solved a machine learning problem and demonstrated an easy way to be able to do machine learning without even coding. Raju Shreewastava is the founder of Big Data Trunk (www.BigDataTrunk.com), a Big Data Training and consulting firm with offices in the United States. He previously led the data warehouse/business intelligence and Bi...
Codete accelerates their clients growth through technological expertise and experience. Codite team works with organizations to meet the challenges that digitalization presents. Their clients include digital start-ups as well as established enterprises in the IT industry. To stay competitive in a highly innovative IT industry, strong R&D departments and bold spin-off initiatives is a must. Codete Data Science and Software Architects teams help corporate clients to stay up to date with the mod...
The Japan External Trade Organization (JETRO) is a non-profit organization that provides business support services to companies expanding to Japan. With the support of JETRO's dedicated staff, clients can incorporate their business; receive visa, immigration, and HR support; find dedicated office space; identify local government subsidies; get tailored market studies; and more.
Tapping into blockchain revolution early enough translates into a substantial business competitiveness advantage. Codete comprehensively develops custom, blockchain-based business solutions, founded on the most advanced cryptographic innovations, and striking a balance point between complexity of the technologies used in quickly-changing stack building, business impact, and cost-effectiveness. Codete researches and provides business consultancy in the field of single most thrilling innovative te...
CloudEXPO has been the M&A capital for Cloud companies for more than a decade with memorable acquisition news stories which came out of CloudEXPO expo floor. DevOpsSUMMIT New York faculty member Greg Bledsoe shared his views on IBM's Red Hat acquisition live from NASDAQ floor. Acquisition news was announced during CloudEXPO New York which took place November 12-13, 2019 in New York City.
With the introduction of IoT and Smart Living in every aspect of our lives, one question has become relevant: What are the security implications? To answer this, first we have to look and explore the security models of the technologies that IoT is founded upon. In his session at @ThingsExpo, Nevi Kaja, a Research Engineer at Ford Motor Company, discussed some of the security challenges of the IoT infrastructure and related how these aspects impact Smart Living. The material was delivered interac...
Atmosera delivers modern cloud services that maximize the advantages of cloud-based infrastructures. Offering private, hybrid, and public cloud solutions, Atmosera works closely with customers to engineer, deploy, and operate cloud architectures with advanced services that deliver strategic business outcomes. Atmosera's expertise simplifies the process of cloud transformation and our 20+ years of experience managing complex IT environments provides our customers with the confidence and trust tha...
In his session at 23rd International CloudEXPO, Raju Shreewastava, founder of Big Data Trunk, will provide a fun and simple way to introduce Machine Leaning to anyone and everyone. Together we will solve a machine learning problem and find an easy way to be able to do machine learning without even coding. Raju Shreewastava is the founder of Big Data Trunk (www.BigDataTrunk.com), a Big Data Training and consulting firm with offices in the United States. He previously led the data warehouse/busine...
ShieldX's CEO and Founder, Ratinder Ahuja, believes that traditional security solutions are not designed to be effective in the cloud. The role of Data Loss Prevention must evolve in order to combat the challenges of changing infrastructure associated with modernized cloud environments. Ratinder will call out the notion that security processes and controls must be equally dynamic and able to adapt for the cloud. Utilizing four key factors of automation, enterprises can remediate issues and impro...
CloudEXPO has been the M&A capital for Cloud companies for more than a decade with memorable acquisition news stories which came out of CloudEXPO expo floor. DevOpsSUMMIT New York faculty member Greg Bledsoe shared his views on IBM's Red Hat acquisition live from NASDAQ floor. Acquisition news was announced during CloudEXPO New York which took place November 12-13, 2019 in New York City. Our Silicon Valley 2019 schedule will showcase 200 keynotes, sessions, general sessions, power panels, and...
Intel is an American multinational corporation and technology company headquartered in Santa Clara, California, in the Silicon Valley. It is the world's second largest and second highest valued semiconductor chip maker based on revenue after being overtaken by Samsung, and is the inventor of the x86 series of microprocessors, the processors found in most personal computers (PCs). Intel supplies processors for computer system manufacturers such as Apple, Lenovo, HP, and Dell. Intel also manufactu...
When you're operating multiple services in production, building out forensics tools such as monitoring and observability becomes essential. Unfortunately, it is a real challenge balancing priorities between building new features and tools to help pinpoint root causes. Linkerd provides many of the tools you need to tame the chaos of operating microservices in a cloud native world. Because Linkerd is a transparent proxy that runs alongside your application, there are no code changes required. I...
BMC has unmatched experience in IT management, supporting 92 of the Forbes Global 100, and earning recognition as an ITSM Gartner Magic Quadrant Leader for five years running. Our solutions offer speed, agility, and efficiency to tackle business challenges in the areas of service management, automation, operations, and the mainframe.
The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long development cycles that produce software that is obsolete at launch. DevOps may be disruptive, but it is essential. DevOpsSUMMIT at CloudEXPO expands the DevOps community, enable a wide sharing of knowledge, and educate delegates and technology providers alike.