Shopify Hydrogen Migration Partnership
Marketing Funnel Plan
This document outlines the comprehensive marketing funnel strategy for the Shopify Hydrogen Migration Partnership, detailing how we’ll generate, qualify, nurture, and convert leads across different audience segments.
Funnel Overview
The Shopify Hydrogen Migration Partnership funnel is designed to:
- Create Awareness among e-commerce brands and investors about Hydrogen’s performance advantages
- Generate Interest through educational content and data-driven value propositions
- Drive Consideration with assessment tools and segment-specific solutions
- Facilitate Evaluation through detailed technical and business case documentation
- Enable Decisions with clear implementation methodologies and proof points
- Support Implementation with resources and guidance
- Encourage Advocacy by documenting success and facilitating testimonials
Audience-Specific Funnel Tracks
We will maintain separate but coordinated funnel tracks for our four primary audience segments, each with tailored content, messaging, and conversion paths.
1. DTC Brand Leader Track
Target Persona: Sarah, Performance-Driven DTC Brand Leader (COO/CDO/CMO)
Awareness Tactics
- Sponsored content in DTC newsletters (2PM, Lean Luxe, The Current)
- LinkedIn targeted ads focused on mobile performance metrics
- Case study distribution through industry partners
- SEO content targeting “shopify performance optimization” and related terms
Interest Development
- Performance impact calculator (simple version, ungated)
- Blog content on mobile conversion optimization
- Comparative case studies by vertical (fashion, beauty, etc.)
- Infographics on conversion-performance correlation
Consideration Drivers
- Gated white paper: “Mobile Performance: The Hidden Conversion Driver”
- Webinar: “How [Brand] Achieved 37% Higher Conversions with Hydrogen”
- ROI calculator with detailed business case output
- Performance assessment tool with competitive benchmarking
Evaluation Support
- Technical implementation guide for non-technical leaders
- Risk mitigation framework for implementation
- Case study library filtered by business size and goals
- ROI timeline visualization based on traffic volume
Decision Enablement
- Implementation methodology documentation
- Project team structure and governance framework
- Reference calls with similar brands
- Phased implementation proposal template
Primary Conversion Metrics:
- Performance assessment completion rate
- Discovery workshop bookings
- Initial implementation agreement
2. Enterprise Executive Track
Target Persona: Michael, Innovation-Seeking Enterprise Brand CMO
Awareness Tactics
- Executive roundtable events at industry conferences
- Sponsored research reports on digital commerce architecture
- Strategic partnerships with enterprise consultancies
- Targeted account-based marketing campaigns
Interest Development
- White paper: “The Strategic Advantage of Frontend Architecture”
- Technical advantages presented in business terms
- Competitive analysis framework
- Executive briefing videos (2-3 minutes)
Consideration Drivers
- Enterprise case studies with detailed metrics
- Integration capability documentation
- Technical architecture deep-dives for IT teams
- Innovation workshop framework
Evaluation Support
- Enterprise implementation roadmap
- Governance and compliance documentation
- Technical due diligence guide for IT teams
- Total Cost of Ownership calculator
Decision Enablement
- Executive business case template
- Implementation team structure
- Risk mitigation framework
- Change management approach
Primary Conversion Metrics:
- Executive briefing requests
- Technical discovery workshops
- Formal RFP submissions
3. Investment Partner Track
Target Persona: Jennifer, Portfolio Optimization Investor
Awareness Tactics
- Direct outreach through investment networks
- Presence at investment-focused technology events
- Targeting strategy: identify firms with multiple e-commerce investments
- Co-marketing with technology-focused investment advisors
Interest Development
- Portfolio performance standardization framework
- Technology as valuation multiplier research
- Case studies featuring portfolio-wide implementations
- Operational efficiency metrics across implementations
Consideration Drivers
- Portfolio assessment methodology
- Technical due diligence framework for acquisitions
- Valuation impact model for technology modernization
- E-commerce technology standardization playbook
Evaluation Support
- Portfolio implementation approach documentation
- Cross-brand component sharing strategy
- Technical governance across portfolio brands
- Economic model for shared development resources
Decision Enablement
- Portfolio assessment workshop offering
- Alliance program structure and benefits
- Investment committee presentation template
- Portfolio brand engagement approach
Primary Conversion Metrics:
- Portfolio assessment engagements
- Investment partner agreements
- Portfolio brand introductions
4. Technical Decision Maker Track
Target Persona: David, Modernization-Focused Technical Director
Awareness Tactics
- Technical content on developer platforms (GitHub, Stack Overflow)
- Contributions to Shopify developer community
- Technical webinar series on modern e-commerce architecture
- Developer-focused content marketing
Interest Development
- Technical comparison documentation (Hydrogen vs. Liquid)
- Code examples and architecture patterns
- Performance benchmark data across implementations
- Developer experience improvement metrics
Consideration Drivers
- Component library demos and documentation
- Technical implementation guides
- Migration strategy frameworks
- Developer workshops and training offerings
Evaluation Support
- Technical proof-of-concept opportunities
- Architecture consultation sessions
- Reference architecture documentation
- Technical team training plans
Decision Enablement
- Implementation team structure recommendations
- Technical risk assessment framework
- Migration approach documentation
- Phased implementation planning tools
Primary Conversion Metrics:
- Technical discovery workshop bookings
- Architecture assessment engagements
- Technical proof-of-concept projects
Lead Generation Strategies
Inbound Lead Generation
| Tactic | Target Audience | Primary KPI | Monthly Target |
|---|---|---|---|
| SEO Content | All | Organic traffic to key pages | 5,000 visits |
| Performance Assessment Tool | Brand Leaders, Technical | Tool completions | 50 assessments |
| Gated White Papers | All | Downloads | 200 downloads |
| Webinar Series | All | Registrations/Attendees | 250 registrations |
| ROI Calculator | Brand Leaders, Enterprise | Calculations completed | 100 calculations |
| Case Study Distribution | All | Case study views | 1,000 views |
Outbound Lead Generation
| Tactic | Target Audience | Primary KPI | Monthly Target |
|---|---|---|---|
| LinkedIn Targeted Outreach | Brand Leaders, Enterprise | Response rate | 15% response |
| Executive Roundtables | Enterprise, Investors | Event attendance | 10-15 per event |
| Direct Mail Campaigns | Enterprise, Investors | Meeting requests | 10% conversion |
| Account-Based Marketing | Enterprise | Engagement rate | 25% engagement |
| Conference Presence | All | Meetings booked | 15 per event |
| Partner Referrals | All | Qualified referrals | 10 referrals |
Partner-Driven Lead Generation
| Partnership Type | Target Audience | Lead Generation Approach | Monthly Target |
|---|---|---|---|
| Shopify Plus | Enterprise, Brand Leaders | Co-marketing, Partner referrals | 15 referrals |
| Agency Partners | All | White-labeled assessments, Co-marketing | 20 referrals |
| Technology Partners | Technical | Integration-driven leads, Co-marketing | 10 referrals |
| Investment Banks | Investors | Acquisition assessment referrals | 5 referrals |
Lead Qualification Process
Qualification Criteria
| Segment | Minimum Qualification Criteria | Ideal Customer Profile |
|---|---|---|
| DTC Brands | >$2M annual revenue, >50K monthly visitors | $5-30M revenue, >200K monthly visitors, mobile-heavy traffic |
| Enterprise | >$20M e-commerce revenue, Shopify Plus | >$50M e-commerce revenue, digital transformation initiative |
| Investors | >3 e-commerce portfolio brands | >8 e-commerce brands, centralized technology decision-making |
| Technical | Team of 3+ developers, Shopify Plus store | Team of 5+ developers, performance-focused initiatives |
Lead Scoring Model
| Attribute | Points | Qualification Threshold |
|---|---|---|
| Behavior Score | Minimum 50 points | |
| Website visit (homepage) | 1 | |
| Website visit (technical pages) | 2 | |
| Case study view | 5 | |
| White paper download | 10 | |
| Webinar attendance | 15 | |
| Tool usage (ROI calculator) | 20 | |
| Tool usage (Performance assessment) | 25 | |
| Contact form submission | 25 | |
| Demographic Score | Minimum 40 points | |
| Traffic volume match | 0-20 | |
| Revenue match | 0-20 | |
| Technology stack match | 0-20 | |
| Decision-maker role | 0-20 | |
| Industry match | 0-20 | |
| TOTAL REQUIRED | Minimum 100 points |
MQL to SQL Conversion Process
- Marketing Qualified Lead (MQL) Criteria:
- Minimum score threshold met (100+ points)
- Completion of key action (assessment, consultation request)
- Appropriate company fit (size, platform, industry)
- Lead Enrichment:
- Additional company data gathering
- Technical stack verification
- Decision-maker identification and research
- Current performance metrics assessment
- Sales Development Process:
- Initial outreach email with persona-specific content
- Follow-up sequence based on engagement
- Qualification call to assess needs and timeline
- Lead assignment to appropriate account executive
- Sales Qualified Lead (SQL) Criteria:
- Confirmed budget authority
- Established timeline for potential project
- Identified specific needs and challenges
- Engaged appropriate stakeholders
- Technical fit validated
Nurture Strategy
Content-Driven Nurture Programs
| Audience | Entry Trigger | Nurture Content Sequence | Exit Criteria |
|---|---|---|---|
| DTC Brand Leaders | Case study download | 1. Performance metrics guide 2. Mobile optimization checklist 3. ROI calculation framework 4. Implementation approach for marketers 5. Consultation invitation |
Consultation request or 4+ email engagements |
| Enterprise Executives | White paper download | 1. Executive briefing document 2. Enterprise case study 3. Integration capabilities overview 4. Competitive advantage framework 5. Discovery workshop invitation |
Discovery workshop request or 4+ email engagements |
| Investment Partners | Portfolio content engagement | 1. Portfolio standardization guide 2. Technology valuation impact study 3. Due diligence framework 4. Portfolio case study 5. Portfolio assessment invitation |
Portfolio assessment request or 3+ email engagements |
| Technical Decision Makers | Technical documentation access | 1. Architecture deep-dive 2. Component library overview 3. Migration approach documentation 4. Developer experience metrics 5. Technical workshop invitation |
Technical workshop request or 4+ email engagements |
Event-Based Nurture Strategy
| Event Type | Pre-Event Nurture | Post-Event Nurture | Conversion Goal |
|---|---|---|---|
| Technical Webinars | 1. Registration confirmation 2. Topic preview content 3. Speaker introduction 4. Reminder with preparation |
1. Recording and slides 2. Related technical content 3. Q&A follow-up 4. Workshop invitation |
Technical discovery workshop |
| Executive Roundtables | 1. Invitation with agenda 2. Speaker profiles 3. Pre-reading materials 4. Confirmation and logistics |
1. Event summary 2. Participant connections 3. Follow-up resources 4. One-on-one invitation |
Executive briefing |
| Industry Conferences | 1. Pre-conference outreach 2. Meeting scheduling 3. Content preview 4. Event information |
1. Meeting follow-up 2. Relevant resources 3. Next steps proposal 4. CTA based on conversation |
Varies by conversation |
Sales Enablement for Nurture
| Stage | Sales Enablement Resources | Success Metrics |
|---|---|---|
| Initial Contact | Email templates, Persona briefs, Objection handling guides | Response rate, Meeting booking rate |
| Discovery | Question frameworks, Technical assessment guides, Value proposition decks | Meeting completion rate, Next step commitment |
| Solution Development | ROI calculation tools, Case study matching, Implementation approach templates | Proposal advancement, Technical validation completion |
| Proposal/Decision | Proposal templates, Executive presentation decks, Reference coordination | Proposal acceptance rate, Time to decision |
Conversion Strategy
DTC Brand Conversion Path
- Initial Engagement: Performance assessment completion or ROI calculator usage
- First Conversion: Consultation call to discuss performance opportunities
- Value Demonstration: Custom ROI analysis based on actual metrics
- Technical Validation: Technical discovery workshop with development team
- Decision Support: Phased implementation proposal with clear metrics
- Commitment: Initial project agreement focused on critical customer journeys
Conversion Acceleration Tactics:
- Limited-time pricing incentives for flagship partners
- Case study rights in exchange for implementation discount
- Phased approach to reduce initial commitment size
- Performance-based pricing components to reduce risk
Enterprise Conversion Path
- Initial Engagement: Executive content consumption or referral introduction
- First Conversion: Executive briefing on strategic advantages
- Value Demonstration: Enterprise-specific business case development
- Technical Validation: Architecture assessment and roadmap development
- Decision Support: Complete implementation methodology and timeline
- Commitment: Master services agreement with phased implementation plan
Conversion Acceleration Tactics:
- Executive roundtable invitation with industry peers
- Proof-of-concept project for critical user journey
- Integration assessment to validate technical approach
- Change management support and training programs
Investor Conversion Path
- Initial Engagement: Portfolio-focused content or direct introduction
- First Conversion: Portfolio assessment discussion
- Value Demonstration: Sample portfolio brand analysis
- Technical Validation: Technical due diligence framework presentation
- Decision Support: Portfolio implementation approach and economics
- Commitment: Portfolio partnership agreement
Conversion Acceleration Tactics:
- Portfolio-wide pricing model with volume advantages
- Initial assessment of key portfolio brands at no cost
- Technical due diligence services for acquisition targets
- Shared component development to benefit multiple brands
Technical Conversion Path
- Initial Engagement: Technical content consumption or developer resources
- First Conversion: Technical webinar participation or component library access
- Value Demonstration: Architecture consultation or code review
- Technical Validation: Proof-of-concept development or workshop
- Decision Support: Migration roadmap and resource planning
- Commitment: Technical implementation agreement
Conversion Acceleration Tactics:
- Developer workshop for technical team
- Component development collaboration
- Technical certification program
- Shared development approach to reduce resource requirements
Measurement Framework
Funnel Metrics Dashboard
| Funnel Stage | Metric | Target | Tracking Method |
|---|---|---|---|
| Awareness | |||
| Unique website visitors | 10,000+ monthly | Google Analytics | |
| Social engagement rate | 3%+ | Social platforms | |
| Content distribution reach | 50,000+ monthly | Content platforms | |
| Interest | |||
| Content consumption rate | 25%+ of visitors | Google Analytics | |
| Repeat visit rate | 15%+ | Google Analytics | |
| Email subscription rate | 3%+ of visitors | Marketing automation | |
| Consideration | |||
| Tool usage rate | 5%+ of visitors | Custom tracking | |
| Content download rate | 8%+ of visitors | Marketing automation | |
| Webinar registration rate | 1%+ of visitors | Webinar platform | |
| Evaluation | |||
| MQL conversion rate | 20%+ of leads | CRM | |
| Sales meeting rate | 30%+ of MQLs | CRM | |
| Technical validation rate | 50%+ of qualified opportunities | CRM | |
| Decision | |||
| Proposal acceptance rate | 40%+ | CRM | |
| Average deal size | $85K+ | CRM | |
| Time to decision | <45 days from proposal | CRM |
Revenue Attribution Model
| Marketing Channel | Attribution Model | Expected Contribution |
|---|---|---|
| Organic Search | First-click (80%), Linear (20%) | 25% of pipeline |
| Content Marketing | Linear attribution | 30% of pipeline |
| Events & Webinars | Last-click (60%), Linear (40%) | 15% of pipeline |
| Direct Outreach | Last-click attribution | 20% of pipeline |
| Partner Referrals | Equal first/last attribution | 10% of pipeline |
Conversion Rate Optimization
| Funnel Element | Testing Approach | Primary Metrics | Testing Frequency |
|---|---|---|---|
| Website Homepage | A/B testing CTA variants | Bounce rate, CTA clicks | Monthly |
| Assessment Tools | Multi-variant conversion forms | Completion rate | Bi-weekly |
| Case Studies | Layout and content format testing | Time on page, next actions | Monthly |
| Nurture Emails | Subject line and content testing | Open rate, click-through rate | Weekly |
| Landing Pages | Layout, messaging, and form testing | Conversion rate | Bi-weekly |
Budget Allocation Framework
| Marketing Function | % of Budget | Primary Activities | Success Metrics |
|---|---|---|---|
| Content Development | 30% | Case studies, White papers, Technical documentation | Content engagement, Lead conversion |
| Digital Marketing | 25% | SEO, SEM, Social, Email campaigns | Traffic, MQLs, Channel effectiveness |
| Events & Webinars | 20% | Roundtables, Webinar series, Conference presence | Attendees, Meeting conversions |
| Tools & Technology | 15% | Assessment tools, ROI calculators, Marketing automation | Tool usage, Conversion rates |
| Partner Marketing | 10% | Co-marketing, Partner enablement, Referral programs | Partner-sourced leads |
Quarterly Review Framework
| Review Area | Key Questions | Data Sources | Adaptation Triggers |
|---|---|---|---|
| Funnel Performance | Are conversion rates meeting targets at each stage? | CRM, Marketing automation | >10% deviation from targets |
| Channel Effectiveness | Which channels deliver highest quality leads? | Attribution reporting, CRM | >20% variance in CAC by channel |
| Content Performance | Which content drives highest engagement and conversion? | Content analytics, Lead source | <15% conversion on key assets |
| Segment Performance | Which audience segments show strongest conversion? | CRM segmentation | >25% variance between segments |
| Sales & Marketing Alignment | Are MQLs converting to SQLs at target rate? | CRM stage conversion | <25% MQL→SQL conversion |