ActiveDEMAND Marketing Funnel Builder Basics

The companion view to the ActiveDEMAND workflow editor (in the context of a campaign) is the Funnel Builder. The Funnel builder is a special view within the workflow editor that allows marketers to describe a marketing initiative in a marketing campaign flow diagram using the same environment as the workflow. The Funnel Builder is non-functional. It is used to describe a marketing initiative using a flow diagram. The wires represent the flow of prospect engagement through marketing channels, engaging with landing pages, etc. In the Funnel view, the workflow actions/decisions/waits are used to describe the marketing engagement.

The Funnel view is used for describing a marketing flow. Marketers use this planning and collaboration tool to describe the entire buyer journey for a given initiative.




A Marketing Funnel builder is a tool that part of the campaign editor. Thus to create/edit a marketing funnel, you must create/edit a campaign.


Funnel Builder in Newsletter and Generic Campaigns:

As Newsletter and Generic campaigns do not have a workflow, only the Funnel Builder is exposed without an associated workflow. Thus to access the funnel builder directly by clicking the 'Funnel' tab:





Funnel Builder in Event and Drip Campaigns:

As Event and Drip campaigns have a workflow associated with the campaign, the Funnel Builder is embedded in the workflow editor. In the Drip campaigns and Event campaigns you can access the combined editor by clicking the 'Funnel - Workflow' tab:



And toggle between the workflow view and the marketing funnel view using the view toggle button:




The Workflow View

The Workflow View is the functional marketing automation workflow associated with the campaign. Wires describe the connection between actions, waits, and decisions.

The workflow view is where you build the marketing sequence that will be executed for the campaign. When you have the workflow view selected, the toggle button will be white




the view name will change on the canvas:




As well the wires between widgets will be colored:




The sidebar options will only be decisions, actions, and notes:




Marketing Funnel View:

The Marketing Funnel View is a non-functional marketing view associated with the campaign. Wires describe the flow of contacts through a campaign.

In Funnel View, the view name will change on the canvas:




As well, if the Marketing Funnel Builder is combined in a workflow, the view toggle will be green:




And the wires will change color and shape:




The options bar will now expand to give you the Funnel widgets:




Funnel/Workflow view toggle
Canvas properties
Workflow Decisions
Workflow Actions
Funnel Marketing Channels
Funnel Landing Pages
Funnel Campaigns
Notes

For campaign types that the Funnel Builder is shared with the Workflow editor, you can control which view the widgets will be exposed/hidden in:




You as well can use the multi-select to make changes to multiple widgets on the canvas at once:




Selected elements will only be visible in the workflow view
Selected elements will only be visible in the funnel view
Selected elements will be visible in both the workflow and funnel view

For Funnel View, any item can have multiple wires to/from a widget. The wires are used to describe prospect flow.

Marketing Funnel Analytics

A powerful feature of the Marketing Funnel builder is the Marketing Funnel Analytics layer. In the Funnel Builder you will see these two buttons in the top right section of the canvas:




Global Canvas analytics override: This has three options:
Visitors: sets all elements on the canvas to display the visitor count
MQL: sets all elements on the canvas to display Marketing Qualified Lead count
Sales: sets all elements on the canvas to display total revenue
Marketing Funnel Analytics Toggle: This shows/hides the marketing funnel analytics data layer in the canvas

If the Marketing Funnel Analytics layer is visible, some elements and wires will display one of four data points:




Visitors:
If the data bubble is set to visitors on any element:




the data bubble shows the number of visitors that have visited that element.

If the data bubble is set to visitors on any wire:





the data bubble displays the number of contacts that have passed through that path

MQL:
If the data bubble is set to MQLs on any element:




the data bubble displays the number of contacts that have passed through that element that eventually became MQLs

If the data bubble is set to MQLs on any wire:




the data bubble displays the number of contacts that have passed through that path that eventually became MQLs

Sales:
If the data bubble is set to Sales on any element:




the data bubble displays the total value of closed deals that were associated with primary contacts that passed through that element.

If the data bubble is set to Sales on any wire:




the data bubble displays the total value of closed deals that were associated with primary contacts that passed through that element.

Completed Goals
If the data bubble is set to Goals on any element:




the data bubble displays the total number of goals completed by contacts that passed through that widget

Updated on: 07/11/2022