The Marketing Book Podcast: “Full Funnel Marketing" by Matt Heinz

Posted by Douglas Burdett

Full Funnel Marketing: How to Embrace Revenue Responsibility and Increase Marketing's Influence on Pipeline Growth and Closed Deals by Matt Heinz

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Matt Heinz is a keynote speaker, author, blogger and Host of the Sales Pipeline Radio podcast. His day job is President and Founder of Heinz Marketing.

Prior to founding Heinz Marketing Matt held various positions at companies such as Microsoft, Weber Shandwick, Boeing, and The Seattle Mariners.

Matt can be found on list like the Top 50 Most Influential People in Sales Lead Management and the Top 50 Sales & Marketing Influencers.  

And, interesting fact, he has the most unbelievable, award-winning dry cured smoked bacon recipe.

The Host's Perspective:

In this book, much of which is drawn from the collected wisdom of the award-winning Heinz Marketing blog, one line resonated with me more than any other:

“There is no sale without marketing and no marketing without sales.”

In the not-too-distant past, B2B marketing would generate leads, get them into the top of the funnel and then wish the sales team good luck and Godspeed in pulling the prospect down the funnel toward a sale. Spoiler alert: it doesn’t work that way anymore. And that’s because the way your customers buy has changed.

Previously a customer would contact a seller early on in their buying journey.

Now they research their purchase online, consume various forms of content (ideally your content) and hold off on contacting the seller until as late as possible. And that’s why the successful B2B marketers now are full funnel marketers.

Sure they are still helping generate leads, but they’re also involved in creating helpful content that the prospect (and their sales team) can use throughout the buyers journey as they travel down the funnel, and even after the prospect becomes a customer.

To use a track and field analogy, the buyer is no longer handed off from marketing to sales like a relay race baton. Now marketing runs the first lap of the race with the baton and then in the last lap, sales and marketing are both holding the baton as they race to the finish.

Full Funnel Marketing is a great primer on the changing nature of B2B marketing and why the successful marketing departments are moving from the cost side of the house to the revenue side.

Listen to the Interview: 

Show Notes

Full Funnel Marketing by Matt Heinz

The Only Sales Guide You'll Ever Need by Anthony Iannarino (Marketing Book Podcast Interview)

The Challenger Sale by Matthew Dixon and Brent Adamson

The Challenger Customer by Brent Adamson, Matthew Dixon, Pat Spenner, and Nick Toman (Marketing Book Podcast Interview)

Whale Hunting: How to Land Big Sales and Transform Your Company by Tom Searcy and Barbara Smith

Scientific Advertising by Claude Hopkins

To Sell Is Human: The Surprising Truth About Moving Others by Daniel Pink

The Sales Acceleration Formula by Mark Roberge (Marketing Book Podcast Interview)

Sales EQ by Jeb Blount (Marketing Book Podcast Interview)

Matt Heinz Website and Blog (HeinzMarketing.com)

Matt Heinz Award Winning Recipe (HeinzMarketing.com)

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