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Scalable Marketing Funnel Structure for Multiple Product Lines

Question asked by Sean Kennedy on Sep 12, 2019
Latest reply on Sep 20, 2019 by Sean Kennedy

Over the past year, the B2B software company that I currently work at has gone from offering 1 product, to 2 products, to now offering 5 different products. When we transitioned from 1 product to 2 products, we simply created an entirely separate mirrored marketing funnel with separate multi-touch attribution models, stage stamps, lead scoring, etc. However, we are realizing that this approach is not scalable to do for 5 separate products (with potential to add more products in the future). I am curious to hear from the community about successful approaches and scalable structures that you have seen implemented for marketing teams that work in a multi-product model. Specifically, regarding lead scoring, marketing funnel stage stamping, and associating every touchpoint with one or multiple products.


Some other information that might be useful to understand:

All 5 products are not mutually exclusive. They can be purchased by themselves, all together at once, or successively added on at different times. So that means a lead can be interested and engaging with marketing content associated with different products simultaneously. Our sales cycles are long and therefore the amount of touchpoints and depth of reporting associated with every closed-won opportunity is extensive.