Full Funnel GROWTH Marketing Blog

Modern Healthcare recently selected TrueVoice Growth Marketing as a winner of its 2022 Healthcare Marketing Impact Awards. TrueVoice received the Silver Award for Campaign of the Year in the Provider/Insurer category for its successful Health Insurance Agent Engagement and Recruitment growth marketing campaign for long-time client partner, Humana.

TrueVoice’s Kurt Genden shares on Ian Truscott's Rockstar CMO podcast the five keys that will turn any marketing department into a growth engine and every marketer into a rockstar.

In a previous blog, I shared how TrueVoice helped one of our wealth management clients leverage the power of full funnel growth marketing to grow assets under management by $5 billion. The results were powered by a full funnel growth marketing solution that enabled the client to leverage every part of the customer journey, at every stage of the funnel, in real time to build and optimize demand; increase and convert more qualified leads; and better retain and grow clients.

The ability to focus and drive success with full funnel marketing transformed marketing into a revenue driver at a leading wealth management company, resulting in $5 billion in new revenue -- $1 billion above target. In a recent TrueVoice webinar, Utkarsh Patel, Chief Digital and Marketing Officer at Wealth Enhancement Group, discussed how TrueVoice’s revolutionary ACCESS powered the five keys to success in full funnel growth marketing.

Startups call it “Fail Fast, Fail Often.” In digital marketing, we call it the “Test and Learn” approach. Why? Because the best performance in growth marketing comes from innovation. And innovation comes from analyzing the information, testing something new, and changing course in response to the results.

Marketing and sales campaigns today are spread across channels like paid media, email, and social, creating a fragmented modern customer journey that’s anything but straightforward.

When CMOs face pressure to grow revenue, adopting a growth mindset to break down silos in the sales funnel isn’t a risk, it’s a necessity.

In this time of dramatic upheaval and change, marketers have an unprecedented opportunity to take their place in the corporate spotlight and change the perception of marketing as a cost center to create the new reality of marketing as an essential driver of revenue growth.

Marketing’s seismic shift to digital has had an impact on every facet of doing business. Many companies feel pressure to learn from digitally native companies and question the status quo, especially when it comes to creating synchronicity and alignment between the roles of marketing and sales.

Content Marketing. Personalized and Contextual Experiences. Intent Marketing. These are the three key areas that marketers need to focus on to provide their potential buyers with an exceptional brand experience and to start to build brand trust, according to a recent article from B2B Marketing.

The concept of full funnel marketing has been around for years, but most companies in highly regulated industries have been unable to overcome the organizational and technological barriers to implementing it effectively.

Unsuccessful change management is increasingly relevant for companies leaning into full-funnel marketing. Why? Because a successful marketing transformation requires a committed focus on organizational change management. By focusing on change management, marketing leaders can take steps to stop resistance before it snowballs.

Are you really as “customer centric” as you think you are? Global executives rank customer experience as the top business priority. And yet, according to a recent Harvard Business Review report, only 15% of companies actually have a single view of customer data and the organizational structure to leverage those insights in a meaningful way.

Businesses today, especially highly regulated businesses, are engaging with an incredibly mature digital marketing ecosystem. They have the opportunity to be very targeted in what they share, where, and who they reach. But without a deep understanding of the motivations and real behaviors of their target audiences, these companies cannot create the most robust possible marketing, sales, and retention strategies — and cannot realize the full potential of the company’s value.