Demand_Metric-报告_营销漏斗中的摩擦（英文）-2019.9-32页_2mb

Summary of "Eliminating Friction in the Funnel"

Core Content

This report, produced by GetResponse and Demand Metric, explores the challenges marketers face with funnel friction and how automation can alleviate it. The study focuses on understanding the current state of marketing funnels, the tactics used, their performance, and the impact of automation on funnel efficiency and ROI.

Main Findings

• Friction in the Funnel:
  Most marketing funnels experience friction, which hinders the smooth flow of leads from one stage to another. Integration between funnel sections is weak, with less than 20% of marketers reporting strong or complete integration.

• Tactics Usage and Performance:
  While tactics like email marketing and referral marketing are widely used, the best performing tactics vary by funnel section. For example, referral marketing is the top-performing tactic in the top and middle sections, while social media and events marketing perform best in the middle and bottom sections respectively. Email marketing is the most consistently used tactic across all funnel sections.

• Ease of Execution:
  The ease of executing tactics varies by funnel section. Social media marketing is generally the easiest to execute, while video marketing is the most difficult. Automation significantly improves the ease of executing tactics, especially in the middle section.

• Impact of Automation:
  Automation leads to substantial performance improvements across all funnel sections. When the middle section is automated, tactic performance almost doubles. Automation also enhances the accuracy of attribution and provides a clearer understanding of ROI, particularly in the bottom section.

• ROI Understanding:
  Less than 30% of marketers have a precise understanding of funnel ROI. Automation increases this understanding, with the gap widening as one moves from the top to the bottom of the funnel.

Key Recommendations

• Tactics Selection:
  Marketers should prioritize tactics that perform best in each funnel section rather than those that are easiest to execute.

• Focus on the Mid-Funnel:
  The mid-funnel is the most problematic area. Improving its performance through automation and integration is crucial for overall funnel success.

• Automate the Funnel:
  Automation is key to reducing friction and enhancing funnel performance. It simplifies execution, improves performance, and increases the accuracy of attribution.

• Leverage an Integrated Funnel:
  Integration of funnel sections is essential for a frictionless experience. A well-integrated funnel provides a seamless journey for leads and creates powerful differentiation.

Conclusion

Automation and integration are critical for reducing friction in the marketing funnel. They lead to improved performance, better ROI understanding, and a more seamless customer experience. Marketers should focus on these areas to optimize their funnel and achieve better results.

Survey Background

The study was conducted in 2019, with 284 responses collected from June 2 to July 5. Of these, 264 were considered valid and complete for analysis. The results are based on these responses and aim to provide actionable insights for improving funnel performance.