GOAL To reach your target audience—building and reinforcing positive awareness and recall of your brand among prospects who are currently unfamiliar with your company or not currently in the market for your products.

TACTICSSearch, public relations, social media engagement, blog content generation, and other content marketing efforts, such as LinkedIn Sponsored Updates.

METRICSBrand recall, lift in branded search results, targeted traffic to your website, and an increase in web form conversions.

GOAL To nurture known and unknown prospects, educating and influencing them after they have heard of your brand—but before they are necessarily ready to engage with a sales representative.

TACTICSSearch, gated content offers, webinars, social media advertising, email marketing, LinkedIn Sponsored Updates, LinkedIn Lead Accelerator, and LinkedIn InMail.

METRICSLeads generated, total cost per lead, overall lift in web form conversions, page views per website visitor to your website, a lift in web form conversions, increased branded and keyword search traffic, and an increase in leads, whether through form conversions or other methods.

Onsite DisplayNetwork Display

Sponsored Updates

Sponsored InMail

Lead Accelerator

Full Funnel Analytics & Reporting

REACH

ACQUIRE

NURTURE

Tactics Upper Funnel Lower Funnel

Content Marketing

Email

Onsite Display

Gated Content

LinkedIn Lead Accelerator

Network Display

Sponsored InMail

Sponsored Updates

Search

Social Media

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X

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Here’s a cross-section of marketing tactics and where they work in the marketing funnel.

What is Full Funnel Marketing? It is the practice of:

There are three key stats that account for the rise in importance of full funnel marketing:

Forrester Research says that as much as 90% of the buying

process is complete before a prospect reaches out to the sales team. That’s because prospects can self-educate by researching products and services online. What that means is the marketing

department is responsible for communicating during this 90%of the process that occurs on the Internet.

95% of the visitors to a typical website don’t share their emailaddresses, which means marketers must find new ways of reaching and nurturing this anonymous but valuable audience.

80% of typical email database recipients do not opentheir emails, which means marketers must expand their nurturing tactics beyond the email inbox.

The most effective marketers are using a full funnel approach to reach prospects no matter where they are in the buyer’s journey—even identifying potential prospects who may not have started their buyer’s journey yet, but will soon.

Here are the goals, tactics, and metrics of reaching prospects in each stage of the funnel:

Upper Funnel: Reach

Lower Funnel: Nurture

LinkedIn Provides Marketers With a Full Funnel Approach

LinkedIn offers a full funnel approach, designed to help marketers achieve their brand-building, lead generation, and lead nurturing goals.

In the upper funnel, LinkedIn’s onsite and network display offering enable marketers to reach their target audience at scale. LinkedIn’s Sponsored Updates is a versatile option, delivering reach in the upper funnel and nurturing leads in the lower funnel. LinkedIn InMail is another versatile tactic that works in both the upper and lower funnel. And LinkedIn Lead Accelerator helps marketers reach both unknown and known prospects in the lower funnel.

90%

95%

80%

CRASH COURSEFULL FUNNEL MARKETING

in 101

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ACQUIRE

It’s reach, nurture, acquire.

Delivering relevant messages to your audience and prospects throughout the entire buyer’s journey.

Reaching your target audience in the upper funnel.

Nurturing your prospects in the lower funnel until they become customers.

Where Tactics Work in the Funnel