Presentation delivered by Ewa Wysocka, CEO of Tribe47 during InfoShare 2018 in Gdańsk, Poland. How an online conversion funnel changed over the past 10 years and how does the most recent version look like (it’s all about ________ first!) How the skillset needed to build funnels evolved and where are the 10 skills groups essential for funnel marketers How should a perfect digital marketing team look like? how many people? What kind of roles are needed?

1. 147 Skills You Need
To Build an Online
Conversion Funnel
Ewa Wysocka

2. What Is An Online
Conversion Funnel?
Introduction
The user journey on the internet, from the moment of first
contact with your brand to the moment of becoming your
client/customer.

3. Introduction
Web Development
Optimisation TestsUX/UI
Video
Social Posts
Analytics
Project Management
Email Marketing
KPIs
Content Marketing Marketing AutomationBotsWebinar
Lead Page Affiliate MarketingTarget Pages
Copywriting
Facebook Ads SEO
Blog Remarketing
CRM
Linkedin Adwords
YouTube
Instagram

5. Introduction
Introduction

6. Kuala Lumpur
Mindvalley
Introduction

7. Introduction

8. Digital Conversion
Funnel v1.0
2003—20081

9. Traffic Sales Payment
Funnel v1.0
Google
Adwords
SEO

10. Funnel v1.0
KPIs Of Funnel v1.0
1 2
Cost per Click
(CPC)
Customer Acquisition
(CAC)

11. Crucial Skills Needed To Build
Conversion Funnel v1.0
Funnel v1.0

12. Funnel v1.0
#1
Sales &
Marketing
Psychology ⚬ Sales triggers
⚬ Building relationship with prospect

13. Funnel v1.0
#2
Performance
Copywriting
⚬ Writing a sales letter
⚬ Headline writing
⚬ Ads writing
⚬ Storytelling in the copy

14. Crucial Team For Funnel v1.0
Funnel v1.0
Online
Marketing
Manager
Copywriter
Web
Developer

15. Turning
Point
~ 2007
Costs of digital
marketing are rising
1
Scammers cause loss
of trust among online
shoppers
2
Funnel v1.0

16. Funnel v1.0

17. Digital Conversion
Funnel v2.0
2007—20152

18. Traffic Content
Lead Nurturing
Sales
Funnel v2.0
Adwords
SEO
Facebook
Affiliates
Lead Page
Lead Acquisition

19. Funnel v2.0
2 3
Lead Acquisition
Cost (CPL)
Customer
Acquisition (CAC)
KPIs Of Funnel v2.0
1
Cost per Click
(CPC)

20. Crucial Skills Needed To Build
Conversion Funnel v2.0
Funnel v2.0

21. Funnel v2.0
#1
Lead Campaign
Building
⚬ Evergreen lead campaign building
(classic lead magnets, like e-books)
⚬ Real-time lead campaigns (webinars)

22. Funnel v2.0
#2
Marketing
Automation
⚬ Automating lead acquisition
⚬ Building lead nurturing campaigns
in different autoresponder systems
⚬ Page builders
⚬ Chat systems

23. Funnel v2.0
⚬ CTA placement
⚬ Elegant but intuitive design
(can improve conversion by 20%)
⚬ Dynamic elements (like videos)
#3
Website
UX & UI

24. Funnel v2.0
⚬ Setting up ads on advertising
channels (which got more complex!)
⚬ Building campaigns on “DISCOVERY”
type of channels like FACEBOOK,
YOUTUBE, etc. (especially for new and
unknown brands)
#4
Traffic
Campaign
Management

25. Crucial Team For Funnel v2.0
Funnel v2.0
Marketing
Manager
Paid Traffic
Manager
Copywriter
Web
Developer
Video
Producer
UI/UX
Designer
Graphic
Designer
Content
Manager
Data
Analyst

26. Turning
Point
~ 2015
Costs of digital advertising
are rising
1
Email marketing
effectiveness drops
2
Funnel v2.0

27. -30%
Funnel v2.0

28. Content
First!
Funnel v2.0

29. Digital Conversion
Funnel v3.0
2016 — to date3

30. Traffic Content
Lead
Nurturing
Sales
Funnel v3.0
Adwords
SEO
Facebook
Affiliates
Lead Page
Lead
Acquisition
Content
Warming Up
Content
RMK RMK RMK

31. 16% 5% 35% 9% 80% 60%
Traffic Online
Application
Preparing
For Sale
Sales
With the support of direct
email or phone contact
Adwords
SEO
Facebook
Affiliates
Lead Page
Lead Acquisition
Content
Warming
Up Content
RMK
Webinar
Warming
Up Lead
RMK
Funnel v3.0

32. Funnel v3.0
KPIs Of Funnel v3.0
1 2
Content Consumption
Cost (e.g. CPV)
Cost per Click
(CPC)
3 4
Lead Acquisition
Cost (CPL)
Customer Acquisition
Cost (CAC)

33. Crucial Skills Needed To Build
Conversion Funnel v3.0
Funnel v3.0

34. Funnel v3.0
#1
Ungated Content
Campaigns
Building
⚬ Designing content campaigns
that support customer acquisition
(content campaigns should be designed
strategically to warm up audience
for upcoming lead and further sales
campaign and as result decrease CAC)
⚬ Video scripting & production
(sending traffic to native videos on
Facebook/ YouTube is relatively cheap,
distributes well and creates great target
group for further remarketing campaigns)

35. Funnel v3.0
#2
Project
Management
⚬ Managing several digital marketing
processes at the same time
⚬ Working with a variety of different
specialists (from creatives to IT
specialists)

36. Funnel v3.0
#3
Traffic
Campaign
Execution
(Remarketing)
⚬ Campaigns are getting even
more complex due to usage
of remarketing techniques
(there are more and more
audiences and exclusions)
⚬ Different channels crossover

37. Funnel v3.0
#4
Data Reporting &
Analysis
⚬ Understanding attribution
models (channels crossover and
each of them play a role in funnel)
⚬ Analysing content performance
(different metrics to understand
effectiveness of content campaigns)

38. Funnel v3.0
Web Development
Optimisation TestsUX/UI
Video
Social Posts
Analytics
Project Management
Email Marketing
KPIs
Content Marketing Marketing AutomationBotsWebinar
Lead Page Affiliate MarketingTarget Pages
Copywriting
Facebook Ads SEO
Blog Remarketing
CRM
Linkedin Adwords
YouTube
Instagram

40. Crucial Team For Funnel v3.0
Funnel v3.0
Copywriter
Sales
Agent
Video
Producer
UI/UX
Designer
Graphic
Designer
Analyst
Marketing
Automation
Specialist
Full Brain
Marketer
Traffic
Manager
Content
Manager
Web
Developer

41. Funnel v3.0
147
Skills You Need
To Build The
Funnel
15 skills
17 skills
15 skills
12 skills
15 skills
13 skills
13 skills
14 skills
18 skills
Project Management
Sales & Marketing Psychology
Ungated Content Campaign Building
Lead Campaign Building
Sales Campaign Building
Marketing Automation
Website UX/UI
Copywriting
Traffic Campaign Management
Data Reporting & Analysis 15 skills

42. Funnel v3.0
100%
80%
50%
80%
100%
100%
100%
50%
50%
Project Management
Sales & Marketing Psychology
Ungated Content
Campaign Building
Lead Campaign Building
Sales Campaign Building
Marketing Automation
Website UX/UI
Copywriting
Traffic Campaign
Management
Data Reporting & Analysis 70%
Full Brain
Marketer

43. Funnel v3.0
50%
80%
50%
50%
50%
50%
30%
30%
100%
Project Management
Sales & Marketing Psychology
Ungated Content
Campaign Building
Lead Campaign
Building
Sales Campaign
Building
Marketing
Automation
Website UX/UI
Copywriting
Traffic Campaign Management
Data Reporting & Analysis 100%
Traffic
Manager

44. Funnel v3.0
80%
80%
100%
50%
30%
50%
50%
50%
30%
Project Management
Sales & Marketing Psychology
Ungated Content Campaign Building
Lead Campaign
Building
Sales Campaign
Building
Marketing
Automation
Website UX/UI
Copywriting
Traffic Campaign
Management
Data Reporting & Analysis 50%
Content
Manager

45. What do we really need
to build or predict the
next funnel version?4

46. Ewa Wysocka
ewa@tribe47.com
+48 794 725 309