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H O W T O B U I L D T H E U L T I M A T E F U N N E L O F M A R K E T I N G

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W H A T I S M A R K E T I N G F U N N E L A marketing funnel is a way to break down the customer voyage from the stage of "awareness" to the stage of "purchase". Sometimes funnels can also include follow-ups after purchase which improves loyalty as well as cross-and up-selling. Obviously the first move is to get traffic to your page. This can be done by creating SEO- friendly content writing white papers and having backlinks. When the funnel grows your methods of marketing will become more and more customized until the sale takes place.

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T H E T W O E X A M P L E O F F U N N E L An Ineffective Marketing Funnel An Effective Marketing Funnel

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A N I N E F F E C T I V E M A R K E T I N G F U N N E L With ten salespeople and one product Norman Newbie owns a software company. Hes not a very knowledgeable marketer so his sales process presently requires handing out the leads he purchased online to his salespeople and getting them to dial for dollars. His salesmen are often disappointed as the leads are not always of good quality. Since they usually call customers who A arent interested in their products or B arent a good fit for them salespeople close fewer than 1 of the targets they initially hit.

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Molly Marketer has a similar company but instead of following the conventional outbound marketing approach of Norman she built a marketing funnel that lets her three salesmen achieve more sales with less effort. Molly started by creating a series of attention- grabbing marketing content pieces that are linked to her websites landing pages. Without a cold call from a salesperson potential customers can connect with their content and learn about their company and services. A N E F F E C T I V E M A R K E T I N G F U N N E L

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S T A G E S I N T H E S A L E S F U N N E L No matter what kind of purchase we make or how much we plan to spend when it comes to deciding what to buy we all follow a relatively similar path. Recognition of problem/need If a person does not understand a need to be filled they will not make a purchase. That said without simple solutions these needs could range from easily solved problems to issues. Information Search Recognizing that you have a problem or need is the step that starts a quest for more data. The information-gathering techniques tend to vary depending on the size and range of the purchase.

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Evaluation Of Alternatives During their search for information — or sometimes running at the same time as this method — potential customers begin to compare the alternatives mentioned in your post. Purchase Decision The decision to purchase is the logical conclusion of the three preceding phases. Potential customers realized they had a problem researched their choices decided which one would be better for then and now theyre getting ready to pull their wallets out. Post-Purchase Behavior The process of selling is not done simply because a purchase was made. Equally important is what happens after the purchase. If your new customers are dissatisfied after their purchase they are more likely to ask for refunds write negative comments and recommend that others buy from your rivals in their social circles.

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W H A T I S A S A L E S Q U A L I F I E D L E A D S This becomes a qualified sales lead SQL when a salesperson qualifies a lead and considers it likely to eventually lead to an opportunity. Its up to your company to determine what that is like MQLs Marketing Qualified Lead. By interest and fit salespeople deserve the lead. Interest refers to how the opportunity has been invested in going forward with the type of solution for your client. Fit refers to the closeness of the lead to the concept of an ideal buyer by your company.

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F O U R P O S S I B L E P R I M A R Y C O M B I N A T I O N S F R O M T H I S A N A L Y S I S Low Interest/Low Fit The leads do not meet the goal standards of your organization and are unlikely to make a move soon. High Interest/Low Fit These MQLs are often people looking for a solution but it is unlikely that they will ultimately go with you Low Interest/High Fit Such leads are usually similar to your target customers but are not actively seeking solutions. High Interest/High Fit Such MQLs are the "sweet spot" for people who are actively looking for your kind of solution and are likely to be transformed into buyers.

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W H I C H M A R K E T I N G F U N N E L M E T R I C S S H O U L D Y O U T R A C K The final step in the process is to decide what metrics you are going to track to determine how well your funnel performs. Working with SQL and MQL data here is crucial to track patterns between who closes and how they communicate with your site content channels ads and so on. Once you have more data you can optimize your funnel continuously. Sales funnel conversion rate Entry sources Time in stage Exits from stage Content piece engagement rate Opportunity arrival rate Close rate

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C O N C L U S I O N Lets be clear it is not an easy feat to build marketing sales funnel using the process described above. This is not a project youre going to complete in one afternoon — its a pursuit you will want to resolve actively as long as your company is in business. Its not an easy undertaking. But this is one of the few opportunities that you need to drive substantial improvements in your efficiency and effectiveness when you close deals. R E F E R E N C E h t t p s : / / b l o g . k w i k f u n n e l s . c o m /h o w - t o - c r a t - m a r k e t i n g - s a l e s - f u n n e l - t h a t - g e n e r a t e s - m a s s i v e - s a l e s /