B2B Marketing Blog

Matt Heinz on How to Increase Marketing's Influence on Pipeline Growth and Closed Deals

By Alexis Getscher
Jul 26, 2016
Find me on:

Full Funnel Marketing Heinz

In May, Matt Heinz, of Heinz Marketing, debuted his book Full Funnel Marketing during the Marketo Marketing Nation Summit, and now the book is available to marketers everywhere as a  free download. The book covers best practices, advice, strategies and tactics for B2B marketers to increase the impact and profitability of their efforts.

It has been a long-held belief in the Bizible office that marketers should align themselves with Sales and be responsible for a revenue goal, and Full Funnel Marketing supports these ideals.

Full funnel marketing, often called pipeline marketing on the Bizible blog, is the process of Marketing having a role at every stage of the funnel, not just lead generation. The strategy requires strong sales and marketing alignment and defined funnel stages so the teams can work together to deliver the best content to prospects, no matter where they are in the buying journey.

According to Heinz, “This requires aligning not behind just lead generation or even mere sales pipeline contribution, but measured marketing impact on closed business and customer lifetime value.” He continues, “It requires a much higher degree of coordination between Sales and Marketing, with Marketing taking a leadership position in the areas of sales enablement, productivity and technology in particular.”

Below, read our interview with Matt Heinz and click the links at the bottom for further reading on full funnel marketing.

What knowledge can one expect to gain by reading the book?

This book is perfect for marketers who want to increase their prominence, importance and impact within the organization, in the market and with their customers.

The book covers a wide range of topics critical to B2B marketing success today, going well beyond traditional “top of funnel” activities and even beyond MQLs. You’ll learn how to think about marketing technology, how to support and enable your sales organization more strategically, and how to effectively operate your marketing team as a profit center for the business.

What I love about the book’s format as well is that you can read it front to back, or simply cut to specifically the topic you’re tackling in the business right now. Practical, pragmatic, real-time advice.

What does full funnel marketing mean to you?

It’s marketing through to the close. Look at your marketing scorecard today. Can you buy a beer with web traffic?  With MQLs? No. You can’t buy a beer until you’ve closed a deal (well, until you’ve collected the cash, but that’s another book).

Full funnel marketing means engaging at every stage of the buying process, far deeper than marketers traditionally focus. This includes (and requires) tight integration and coordination with your sales counterparts to help them increase their effectiveness, efficiency and conversion rates. The book coverage numerous ways to more successfully address the full funnel and sales enablement opportunity in front of you.

What benefits have you seen from using full funnel marketing tactics?

Higher sales, greater conversion of leads and opportunities, happier marketers and happier executives. Is that enough?  

In all seriousness, though, the more marketers can put focus on impacting the bottom of the funnel, the higher the ROI of the efforts they put into the top. You get higher conversion yield of your leads, greater engagement by your sales team on the opportunities you give them, higher yield of long-term opportunities deep in your pipeline… the benefits go on and on.

What is the most important thing marketers should know about the buyer journey?

That it begins with a commitment to change by the buyer, NOT with an understanding of the product or service you’re offering. Buyers must understand the value of change, and commit to making that change happen. They must commit to the “pain” or work required to make that change (even if that “pain” is simply giving up some of their cash) in order to achieve the outcome or success they believe is at the end of that process and therefore worth the journey.

We as marketers need to do a better job of establishing that need and urgency at the front of the buying journey. It serves as a foundation for the entire sales process.

If you could change one thing in Marketing departments today, what would it be?

Focus on opportunities created, not leads created. Focus on sales pipeline outcomes, not marketing activities and milestones. Manage your resources and budget like it’s a P&L within the organization.

Anything additional you want to share?

Download the book, it’s free!

Additional Reading:

Why Taking a Full-Funnel Marketing Approach is Critical

How We Revamped Our LinkedIn Ad Strategy for Full-Funnel Marketing

Building a B2B Marketing Stack that Drives Full-Funnel Decision Making

Definitive Guide To Pipeline Marketing  Everything you need to know to be a revenue-focused B2B marketer.  Download Now

  New Call-to-action