The Full-Funnel Imperative: Driving Growth in Highly Regulated Industries

By Mushter Moin
Head of Growth Innovation
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In a recent episode of Millennium Live | A Leadership & Discovery Podcast, Kurt Genden, Co-Founder and Managing Partner of TrueVoice Growth Marketing, shared valuable insights on how full funnel growth marketing is transforming businesses in highly regulated industries. The conversation highlighted the growing gap between customer expectations and marketing capabilities, with marketing leaders feeling less than confident in their ability and capabilities to drive marketing-led growth at their organizations.

Listen to the full podcast episode here.

Key Takeaways:

The Growth Marketing Imperative

While more than 80% of CEOs are looking to marketing as a growth engine for their business, less than 20% of marketers believe they possess the tools to deliver on this expectation, especially in highly regulated industries. The solution? A full funnel growth marketing approach that aligns people, processes, and technology around a north star of growth.

Common Roadblocks to Growth

Through extensive research, TrueVoice identified the five major obstacles that most marketers face today that are hindering large, regulated companies from achieving growth results:

• Knowing Your Audience: Lack of access to dynamic customer profiles, segmentations and journey maps that keep pace with evolving customer needs. ‍
• Aligning the Operating Model: Breaking down internal silos – within marketing and across the enterprise - to create a unified vision‍
• Measuring Performance: Accurately tracking marketing's impact on business outcomes‍
• Building a Culture of Experimentation: Moving beyond tactical optimizations to drive innovation‍
• Managing Change: Overcoming resistance to adapt to evolving market dynamics

TrueVoice's Proven Growth Framework

TrueVoice’s proven Growth Framework addresses these issues by combining:

• Proprietary technology for real-time customer insights
• Cross-channel orchestration capabilities
• Agile methodologies for rapid optimization
• Deep industry expertise to navigate regulatory complexities

The Future of Marketing in Regulated Industries

Looking ahead, there will continue to be a continued emphasis on personalization, innovation, and agility in marketing. TrueVoice is well-positioned to help companies bridge the gap between traditional practices and evolving consumer needs, leveraging AI and behavioral data to drive measurable improvements in demand, acquisition, and retention.

The Rewards of Transformative Marketing

For Genden and the TrueVoice team, the most fulfilling aspect of their work is witnessing the transformative impact on clients' businesses. By prioritizing customer-centricity and continuous improvement, companies will experience a transformational impact on their approach to marketing that not only helps them survive but also thrive in a highly competitive marketplace.

The Path Forward

For marketing leaders in highly regulated industries, Genden's advice is clear: embrace a full-funnel growth mindset or risk becoming obsolete. By addressing the core obstacles hindering marketing effectiveness and leveraging a proven framework, companies can transform their marketing strategies, exceed expectations, and drive sustainable and scalable growth.

As the marketing landscape grows increasingly complex, especially in regulated industries, the need for innovative, data-driven approaches has never been greater. TrueVoice Growth Marketing's full funnel framework offers a promising path forward, enabling companies to meet evolving customer expectations while driving sustainable business growth.

To learn more about how full funnel growth marketing can transform your business, listen to the full podcast episode and request a discovery session.