Full-Funnel Marketing: A Real-Life Success Story

Full-funnel marketing is the concept of combining both branding and lead generation efforts into one comprehensive strategy, recognizing that there wouldn’t be enough new customers at the bottom of the marketing funnel (lead conversion) without keeping the top of the funnel consistently filled (branding).

For more insight into the basics of full-funnel marketing, check out my previous post here. While it’s simple to measure the leads that come in from a particular landing page, full-funnel marketing helps quantify marketing effects like increases in web traffic, website form submissions and brand queries that are traditionally difficult to attribute to one specific source.

A Real-Life Full-Funnel Marketing Success Story

Recently a Doctor Distillery client saw a 100-200% increase in leads coming from their website. Here’s how it happened:

- Our client, before beginning any campaigns with Doctor Distillery, reported an average of 10 leads per month from their website.

- After working with Doctor Distillery for six months, their website leads shot up to over 100 per month.

- No other advertising or marketing was done at the same time, making it clear that the Doctor Distillery campaigns were the sole sources of the increased lead flow.

- Several months after the campaigns ended, our client was still receiving 2530 leads from their website on a monthly basis.

- While this is down from the number of leads coming in during the campaign, this is still two to three times the number of leads they were getting before running the online campaigns.

The increase of these “organic” leads should still be attributed to the online campaign, even though the campaign is technically over. We know that not every dentist who sees your ad will immediately click through to your landing page and fill out the contact form. We also know that many dentists will see an ad and then conduct their own online research before eventually contacting your organization through their own accord.

Who’s to say that the online ad the doctor initially saw was ineffective? It could have been just the thing that got the marketing ball rolling. Through marketing automation and sales reporting tools available today, along with the proprietary technology available to clients of Doctor Distillery, it is now possible to not only quantify brand awareness strategies, but to develop and report a more well-rounded picture of the true return of each and every one of your online marketing investments.

Naomi Cooper is CEO and Co-Founder of Doctor Distillery. With over 15 years in the dental industry, she is a respected dental marketing executive, strategist, consultant, author, speaker and industry opinion leader. Naomi has worked with dozens of leading companies across the dental industry, helping them to develop a cohesive marketing approach and creating tangible results for their marketing efforts aimed at the dental professional. For more information about how Doctor Distillery can help dental marketers reach 180K dentists online, email Naomi at naomi@doctordistillery.com or simply click here.

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