Demand Metric：2019营销漏斗中的摩擦（英文版）(32页).pdf

1、eliminating Benchmark Report FRICTION IN THE FUNNEL Introduction Executive Summary Todays Marketing Funnel Marketing Tactics Usage they just relo- cate to a different part of the funnel. Introduction 5ELIMINATING FRICTION IN THE FUNNEL Executive Summary eliminating FRICTION IN THE FUNNEL 6ELIMINATIN

2、G FRICTION IN THE FUNNELEXECUTIVE SUMMARY To understand the current state of the marketing funnel, GetResponse and Demand Metric partnered to research how much friction is in todays marketing funnel, and where it most commonly appears. Using a survey, the study measured, by funnel section, the tacti

3、cs marketers are using, how well they are working, where friction exists and why, and the degree to which automation reduces or eliminates this friction. This report shares the research results and insights to help marketers achieve better performing funnels. Some of the key findings from this study

4、 include: This report details the results and insights from the analysis of the study data. For more detail on the survey participants, please refer to the Appendix. Less than 20 percent of study participants report having strong or complete integration of funnel sections. Study participants rated t

5、he top funnel section as best performing, and the middle section as worst performing. When funnel sections are automated, performance almost doubles as a result, with the biggest performance gains coming in the middle section. Integrating sections of the funnel has a powerful impact on performance:

6、The top and middle sections saw a 3X improvement compared to funnels that lack integration. The bottom section saw a 2X improvement. A minority of participants less than 30 percent have a precise understanding of funnel return on investment (ROI). The top of the funnel is the most automated section,