It's Not The Marketing Funnel. It's The Full Funnel Powered By CDP 2.0.

Community It's Not The Marketing Funnel. It's The Full Funnel Powered By CDP 2.0. Anthony BrandaOctober 25, 2022funnel concept iStock {"adCodes": [{"desktop": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "display": true, "mobile": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "new_amp": "\u003camp-ad width=336 height=280\n type=\"doubleclick\"\n data-slot=\"/22278042776,22664312254/wit/wit_content\"\n data-multi-size=\"300x250\"\u003e\n\u003c/amp-ad\u003e", "order": 0, "tablet": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e"}, {"desktop": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "display": true, "mobile": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "new_amp": "\u003camp-ad width=336 height=280\n type=\"doubleclick\"\n data-slot=\"/22278042776,22664312254/wit/wit_content\"\n data-multi-size=\"300x250\"\u003e\n\u003c/amp-ad\u003e", "order": 1, "tablet": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e"}, {"desktop": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "display": true, "mobile": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "new_amp": "\u003camp-ad width=336 height=280\n type=\"doubleclick\"\n data-slot=\"/22278042776,22664312254/wit/wit_content\"\n data-multi-size=\"300x250\"\u003e\n\u003c/amp-ad\u003e", "order": 2, "tablet": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e"}], "adsOrder": [2]}

Concepts such as the marketing funnel are discussed less often these days as we focus more on digital. But as the lines continue to blur between sales and marketing, with packaged solutions for customer journey analytics and customer data platforms introduced almost every day, the funnel is undergoing a bit of an upgrade, and new dialogue and buzz are emerging.

The marketing funnel is now referred to as the full funnel, cutting across every interaction the consumer has with the firm—from awareness through consideration and purchase.

The full funnel considers the journey of the suspect, the prospect, and the customer. More than ever before, we are closer to being able to capture all of these moments of truth by using these tools:

  • Open gardens and APIs
  • Advertising ecosystems
  • Marketing ecosystems
  • CRM solutions and more
  • Customer data platforms (CDPs) what I called CDPs 2.0 or tools line Snowflake

(Quick history tangent: The marketing funnel leveraged prospect and customer databases. When CDPs were developed, these databases were integrated. I refer to enhancements to current CDPs, including the integration of real-time data and prospect/customer states, as CDP 2.0.)

These tools, especially CDP 2.0, have improved our ability to connect the dots across the full funnel allowing us to capture these events and experiences, to track more of the journey.

The full funnel includes sales, customer management, and other moments of truth. A snapshot of the prospect or customer can be captured and stored in the CDP 2.0 for future analyses and action. This connected ecosystem allows marketing, sales, and customer professionals to optimize the full funnel at all points along the journey, from early awareness and exploration of options in various channels to product or service purchases. Additionally, the full funnel allows us to understand how customers advance in their journey or relationship, engaging with the brand's products and services or buying additional products thereby deepening their relationship. This idea of knowing or understanding both the marketing and sales funnels advances the relationship and gives the firm a leg up in designing the right offering and overall experience.

This chain of events view is a step change in our thinking. Previously, using the marketing (or sales) funnel, businesses focused on optimizing dropouts. With technology giving us a more robust, more comprehensive view of prospects, customers, and their behaviors, we can analyze what activities and engagements led to a sale. What led to someone dropping out of an application or a pipeline for a particular product or service? There are micro-pipelines that we can now analyze and optimize. We can understand the profile of specific customers and the media that they came in on. Does that SEM channel or keyword the consumer searched create a customer? More importantly, will it create a profitable customer? We can decide on where to spend the next marketing dollar based on impact and plan for better customer journeys and outcomes.

Gone are the days of only looking at marketing-qualified leads (MQLs) and sales-qualified leads (SQLs). Now we can examine the full view of everything and view MQLs/SQLs as micro-optimizations with the broader, fuller customer picture in mind.

So What Business Activities Are Supported By The Full Funnel? Marketing or sales funnel concept

Bigstock

1. Manage contacts across more channels, including the metaverse and AR/VR

2. Quickly recognize customers and prospects in any channel

3. Understand what conversations, offers, and interactions work at the micro level and in real-time (not just at the segment level)

4. Understand how people score on various algorithms at different points in time and across channels to increase relevancy and reduce friction

5. Understand customer and prospect value as well as potential value over time

6. Understand channel usage and behavior in real time and across channel types

7. Understand the consumer journey from suspect to prospect to customer

8. Partner with and understand third-party data where it adds value for the consumer

9. Leverage auto ML/AI to learn in real time and consider the full multidimensionality of the data in the CDP 2.0

10. Understand service events and outcomes, especially their impact on the customer journey

So, if you are thinking about canceling your investments in your CDP, reconsider.

In summary, the connected ecosystem powered by cloud solutions (including CDPs of the 2.0 variety) and Analytics as a Service (AAAS) has provided many opportunities for the entire organization to work together to understand more about prospects and customers than ever before. The focus on pipelines and deal dropouts has been supplanted by looking at the comprehensive full funnel from top down, from digital advertising to predicting churn from multiple relationship customers.

I look forward to your thoughts on how your firm has changed its view of funnels, CDPs, and the idea of the 360 view of the customer.

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full funnel {"customDimensions": {"1":"Executive Community, Anthony Branda","3":"cdp, cdps, marketing funnel, sales funnel, full funnel, marketing databases, enterprise marketing, crm, journey analytics, customer journey analytics","2":"community","4":"10/25/2022"}, "post": {"split_testing": {}, "providerId": 0, "sections": [0, 544324100, 544398568, 544398580, 544398581, 544398583, 473333499, 479660731, 544398590], "buckets": [], "authors": [21030904, 25270454]} } Badge8 Ways You're Being SHUT OUT Of The Hiring Process1-hour workshop to help job seekers figure out what's getting them tossed from the hiring processCover Letter 3 Tips For Overcoming Your Biggest Job Search FEARS Jenna ArcandSeptember 28, 2022Work It Daily's live event "3 Tips For Overcoming Your Biggest Job Search FEARS" {"adCodes": [{"desktop": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "display": true, "mobile": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "new_amp": "\u003camp-ad width=336 height=280\n type=\"doubleclick\"\n data-slot=\"/22278042776,22664312254/wit/wit_content\"\n data-multi-size=\"300x250\"\u003e\n\u003c/amp-ad\u003e", "order": 0, "tablet": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e"}, {"desktop": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "display": true, "mobile": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "new_amp": "\u003camp-ad width=336 height=280\n type=\"doubleclick\"\n data-slot=\"/22278042776,22664312254/wit/wit_content\"\n data-multi-size=\"300x250\"\u003e\n\u003c/amp-ad\u003e", "order": 1, "tablet": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e"}, {"desktop": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "display": true, "mobile": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "new_amp": "\u003camp-ad width=336 height=280\n type=\"doubleclick\"\n data-slot=\"/22278042776,22664312254/wit/wit_content\"\n data-multi-size=\"300x250\"\u003e\n\u003c/amp-ad\u003e", "order": 2, "tablet": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e"}], "adsOrder": [2]} Are you terrified of screwing up a job interview? Does the thought of writing a cover letter horrify you? Are you scared to network with others? What do you even say, anyway? If you're struggling to overcome your job search fears, this live event is for you.

We get it. Looking for work can be scary, especially if you’ve been at it for a long time and haven’t gotten any results.

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Sign-up buttonRead moreShow lessjob search fears {"customDimensions": {"1":"Executive Community, Jenna Arcand","3":"live events, career events, j.t. o'donnell, jt o'donnell, christina burgio, career advice, career, career growth, professionals, job search, job seekers, job interview, job search tips, job search advice, interview, job interview tips, interview tips, job search fears, overcome job search fears, networking, cover letter, resume, writing a cover letter, job search strategy, job search help, looking for a job, unemployed","2":"cover-letter","4":"09/28/2022"}, "post": {"split_testing": {}, "providerId": 0, "sections": [0, 376490081, 562457120, 370480899, 376490053, 376489574, 376491143, 376489962, 404327439, 376489624, 479660731, 543270555, 473310813, 473333499], "buckets": [], "authors": [21030904, 19836096]} } Get Some LeverageSign up for The Work It Daily NewsletterEnter emailSubscribeFollow window.googletag = window.googletag || {cmd: []}; googletag.cmd.push(function() { googletag.defineSlot('/22278042776,22664312254/wit/wit_multiplex', ['fluid'], 'wit_multiplex').addService(googletag.pubads()); googletag.enableServices(); googletag.display('wit_multiplex'); }); Cover Letter 8 Tips For Conducting An Effective Job Search Darius HarrisJenna ArcandOctober 26, 2022Woman successfully conducts an effective job search Bigstock {"adCodes": [{"desktop": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "display": true, "mobile": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "new_amp": "\u003camp-ad width=336 height=280\n type=\"doubleclick\"\n data-slot=\"/22278042776,22664312254/wit/wit_content\"\n data-multi-size=\"300x250\"\u003e\n\u003c/amp-ad\u003e", "order": 0, "tablet": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e"}, {"desktop": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "display": true, "mobile": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "new_amp": "\u003camp-ad width=336 height=280\n type=\"doubleclick\"\n data-slot=\"/22278042776,22664312254/wit/wit_content\"\n data-multi-size=\"300x250\"\u003e\n\u003c/amp-ad\u003e", "order": 1, "tablet": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e"}, {"desktop": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "display": true, "mobile": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "new_amp": "\u003camp-ad width=336 height=280\n type=\"doubleclick\"\n data-slot=\"/22278042776,22664312254/wit/wit_content\"\n data-multi-size=\"300x250\"\u003e\n\u003c/amp-ad\u003e", "order": 2, "tablet": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e"}], "adsOrder": [2]}

If you're conducting an active job search, you've probably realized the traditional methods used to obtain employment are no longer effective. If you only apply for job opportunities using job boards and wait for calls to roll in, it won't get you very far these days. So, we've developed eight tips for conducting an effective job search that will make a noticeable difference.

Here are the basics:

​1. Get To Know Yourself

Before starting a job search, getting to know more about who you are and what you're looking for is critical. Write down what your hobbies and interest are, take a self-assessment, and be sure to utilize aides like these affordable career resources.

2. Ensure Your Job Application Is Professional & Highlights Your SkillsMan writes an effective job search strategyBigstock

Your job application includes your resume, cover letter, portfolio (if applicable), and LinkedIn profile. All of these materials are very important to your job search.

Your Resume

This must be well written and organized in a way that a potential reader can quickly see what sets you apart from other candidates. Identify what skills you have, quantify those skills and accomplishments on your resume, and customize your resume for each position you are applying for. By doing these few things, you'll show employers a glimpse of the value you could bring to their organization, and your resume will be more likely to get past the ATS (applicant tracking systems).

Your Cover Letter

It's not enough to write a cookie-cutter cover letter anymore. For an effective job search, write a disruptive cover letter for every job application you send out. It should tell a story and demonstrate why you would be a good fit for the organization.

Your Portfolio

Not everyone will need a portfolio, but if you are in a field that requires examples of your work, a portfolio is crucial to your job search. Include a digital portfolio of your best work. Employers want to pre-screen your work before they decide to call you in for an interview.

Your LinkedIn Profile

If you are not on LinkedIn you don't exist in the employment world. The vast majority of employers use LinkedIn to recruit new employees. Make sure that your LinkedIn profile is optimized and the information listed matches what you have on your resume.

​3. Establish A BrandMan establishes a brand for an effective job search on his phone

Bigstock

Your brand is formed in various ways including in person, on social media (LinkedIn, Facebook, Twitter, Instagram), and on personal websites and correspondence. You always want to leave a good impression on others, no matter if it happens in person or online.

That's why tip number one is so important to personal branding. You must know what you are good at. You also need to know what skills and expertise you possess that you want to leave with people. This will become your brand.

If you perfect the art of personal branding, employers will initiate contact with you.

4. Network FrequentlyWoman networks on her laptop for an effective job search

Bigstock

The first place to start when searching for employment is your personal network (former co-workers, family, friends, church members, and even friends on social media). These are the people who know you the best and will be more willing to refer you for an open position.

You must make networking a regular part of your activities, though, not just something you do during a job search. Join organizations related to your field of choice, attend networking events, and become active on LinkedIn and other social media platforms. Do what works best for you and be sure to have balance.

​5. Target Desired Companies & PositionsMan on laptop targets companies for an effective job search

Bigstock

Target positions that you would like to have and companies that offer those types of positions, then see if you have any connections to company insiders (referrals are the leading source for obtaining interviews).

How do you figure out which companies to target? Create an interview bucket list—a list of 10 to 20 companies that you would love to work for that also hire for your skill sets.

Be proactive and contact hiring managers, even when there aren't open positions posted on their company websites. Introduce yourself and see if you can obtain an informational interview to find out more about the company and what they look for in candidates.

​6. Create Job Search Plans & StrategiesWoman on phone executes an effective job search strategy

Bigstock

After you've targeted the companies that you feel passionate about working for, put together a plan that will help you get hired at one of them.

Regularly evaluate your plans and strategies and stick with things that have had positive results. If what you are doing is not bringing results, it's time to try a new approach.

​7. Follow Up With EmployersMan on phone follows up with employers during his job search

Bigstock

Once you have taken the steps to apply or inquire about a position, follow up with employers. Send a quick note that reiterates your passion for the company and desire to work there, and share an interesting article or video that you think they would find interesting. It's about providing value in the little ways that you can to strengthen the connection.

The goal is to stay at the forefront of the hiring manager's mind so when they need to fill an open position, you'll be at the top of their list to contact first.

​8. Increase Your Marketability While You SearchWoman on laptop researches effective job search tips

Bigstock

Don't get comfortable with your accomplishments. Continue to develop your skills and gain more experience while you are conducting your job search—and even when you are employed.

In your career, if you're not growing, you're dying. Seek professional development opportunities to make yourself more marketable to employers. Work on your career every day. To truly stand out in a competitive job market, you can't afford to think you have what it takes to get hired. You need to prove it.

Always be looking for opportunities to grow your career!

In order to conduct an effective job search, it's important to follow the tips above.

School doesn't teach us how to get the job. So, don't be so hard on yourself! You can (and will!) find a job. Give these steps a try and see how much of a difference it makes in your job search.

Need more help with your job search?

We'd love it if you signed up for Work It Daily's Event Subscription! Get your career questions answered in our next live event!

This article was originally published at an earlier date.

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Reilly Architectural employees at a manufacturing location

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Reilly Architectural makes custom windows and doors for the country’s most prestigious properties. The company is an architect and builder's best choice for any project that requires custom hardwood or metal windows and doors.

In 1981, Michael Reilly created his first custom millwork and cabinetry shop in his garage, which quickly grew to fill a large, commercial chicken coop. This was how Reilly Architectural got its start. Today, the company operates out of a repurposed airplane hangar with both a metal and glass shop in addition to the woodworking shop. In 2016, the company’s success caught the attention of Pella Corporation. Currently, Reilly Architectural, supported by Pella Corporation, works independently to exceed our customers’ expectations.

If you're curious about working for Reilly Architectural, here are three things you should know...

1. Reilly Architectural Has An Amazing Company CultureTeam outing for employees at Reilly Architectural

Team outing at Reilly Architectural

Photo courtesy of Reilly Architectural

Reilly Architectural has a culture that's focused on team initiatives, workplace safety, accelerating growth, driving operational excellence, and building a talent advantage. The company cares for the whole team member, and provides benefits to provide healthy living, financial security, and work-life balance.

Here are some benefits Reilly Architectural offers to its employees:

  • Medical, dental, and vision coverage for team members and their eligible dependents
  • Flexible spending accounts
  • Health savings accounts with a generous company match
  • Short- and long-term disability
  • Life insurance
  • Retirement savings 401(k) plan with generous company match
  • Eight company-paid holidays
  • Generous paid time off allotments
  • Employee Assistance Program providing support for life’s most challenging times
2. Servant Leadership Is Important At Reilly ArchitecturalManufacturing location for Reilly Architectural

Manufacturing location for Reilly Architectural

Photo courtesy of Reilly Architectural

As a company, Reilly Architectural is very focused on leadership qualities that are consistent with the servant leader. What does that mean? Simply put, Reilly Architectural believes its leaders are here to serve their team members, to make sure they have everything they need so that they are the ones who are running the company.

Ultimately, Reilly Architectural is a very team-oriented organization, and it has a unique culture that its employees are proud to be a part of.

3. Reilly Architectural Is A Good Corporate CitizenMichael Reilly, founder of Reilly Architectural, at Stony Brook Southampton Hospital during COVID-19.

Michael Reilly stands with other volunteers who used Reilly Architectural's Calverton plant to produce hospital gowns for those on the front lines at Stony Brook Southampton Hospital during COVID-19.

Image from Riverhead News-Review

One of the most impressive things about Reilly Architectural is that it is a good corporate citizen. The company supports volunteer programs, scholarship programs, and energy efficiency initiatives, and is doing its part where it can.

Reilly Architectural is also utilizing state-of-the-art systems to maximize quality and efficiencies through technology and automation.

Want To Work For Reilly Architectural?Employees at Reilly ArchitecturalReilly Careers

www.reillyarch.com

Reilly Architectural provides a unique product to its end customers that is designed to inspire and delight, while also maintaining a strong company culture that makes employees feel valued and in control of their careers. It's a great place to work for talented craftsmen and craftswomen alike.

Interested in a job at Reilly Architectural? Check out the company's careers page!

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Originally posted on: https://www.workitdaily.com/full-funnel-marketing-strategy