Several debates have been revolving around the applicability of marketing funnels today, where the fashion of purchasing is no longer linear. Prospective customers might not enter the marketing funnel in the first stage itself – they might join in on different levels of the funnel. This would hold true if they are suggested to buy a particular product from a particular brand and a particular site and hence might step into the funnel towards its ultimate stages. They might also conduct researches elsewhere and derive their conclusions on their own, without any help from the B2C’s intervention. Hence several alternatives to the marketing funnel are coming up, such as McKinsey’s circular model.
While everyone evaluates their options at this stage in the buying process, how carefully they evaluate their options depends a lot on their personality and the cost of the solution. Generally speaking, the more financially conservative your target audience is and expensive your solution is, the more comparison shopping your potential buyers will do.
Paid advertising: When used properly, paid advertising can be a great way to attract new visitors to your site. You can reach the massive audiences that use Google, Facebook, Instagram, Twitter, and other platforms every day. Plus, with the advanced targeting and segmentation options provided by their advertising platforms, you can make sure that you reach exactly who you want to reach.    
But, once you have enough experience to be eligible (and are likely itching for a promotion), they start marketing to you. It might be email marketing or an email list-based retargeting campaign, but these graduate programs do their level best to get back on your radar. It’s a long-term play, but it’s one that works incredibly well because the schools know exactly when their students are “ready to buy” again.
You want to capture leads at every stage of the sales funnel and target them with messages that reflect their state of mind. To do this, you need to assign user actions to each stage of your marketing funnel. For example, a first-time visitor on your site will fit into the “awareness” category while someone who has repeatedly visited the same product page probably fits in the “consideration” stage.
For example, in CRM tools, you can create cases from the cases section or from the contacts and opportunity sections of the CRM. You can also create cases from the global actions menu. Cases can be assigned and the details can be made accessible to the people who need to know about it and those actively working to resolve it. These features allow you to quickly handle issues so your customers are satisfied with your service.
Getting this timing right prevents losing prospects by bombarding them with too much information or giving them the hard sell too early. This is why moving prospects through the funnel is often called “nurturing.” Seventy-eight percent of business buyers seek salespeople who act as trusted advisors with knowledge of their needs and industry. Prospects should ideally only receive the information and sales help they need when they need it.
First, try some cold calling. We’ve all gotten those dreaded calls from telemarketers, and while the number of hang-ups sales reps get is enough to make some people quit, this does still work. If it didn’t, people wouldn’t be doing it. The key to success with cold calling is to make sure you have a list of qualified leads. If you’re selling a product for men, for example, make sure your list is primarily male.
Molly might conclude that anybody who fills out her online demonstration request form is an MQL.  Another company might set the bar to MQL qualification at something involving a combination of viewing specific pages, interacting with certain forms, and opening a certain number of email messages. For that kind of analysis, we recommend marketing automation software.
Now, you don’t need a massive advertising budget or a product that targets a basic human need to use this approach. Whether its a paid search ad that addresses the main reason behind someone’s search or a paid social ad that connects your target audience’s need to what you sell, good Stage 2 marketing helps people connect the dots between their pain and your solution.
Suppose your furnace goes out in the middle of winter. Your problem is obvious: you need a new furnace. And the solution is easy — you need to call HVAC providers in your area for quotes. But say you need a new car. Should you look for an SUV, a compact car or a mid-size sedan? Even vaguer still, if you’re frustrated with how much your accountant is charging you to do your business’ taxes, you might not even be familiar with all the different solutions, like cloud-based accounting services.
Launches: If you already have an audience, then you should definitely consider going big to introduce your product to the public—that’s what launching is about. A launch can help you gain the initial traction your business needs to grow, but there is more to launching than just pushing your product live. Great launch strategies involve slowly warming up the communication with your audience and then sending them the right content that convinces them to purchase.  
Sales funnels are important so that you stay focused on carrying out the right sales activities at the right time in the prospect relationship. If you’re in the Awareness phase, you are engaging in prospecting or lead generation activities. If you’re in the Evaluation phase, you are sending your customers quotes or proposals so they can evaluate their options and ultimately make a purchase. They serve as reminders of what needs to be done and when.
PR/Press: This tactic consists of getting media coverage for your content, brand, or business. Media outlets and publications have built large audiences over a long time—that’s what their entire business model is about—so if you can tap into that, it can mean a significant boost of traffic to your site. PR is all about having an interesting angle that is newsworthy and presenting it in the right way to journalists and reporters.  
At this stage, your prospect is evaluating you, your company, and your products and services. They are taking a closer look at what you have to offer than they were in the discovery phase. They are also looking at other options to see how you compare to them. At this point, you have probably sent them an initial quote or proposal and are answering any detailed questions they have.

Task management tools help you move prospects through the sales funnel quickly because they help you schedule and assign tasks that must be completed to move onto the next stage. Being able to quickly schedule important tasks like sending quotes or writing emails helps keep these tasks top of mind and reminds you that there’s an important deadline that you must meet to get closer to a sale.


Before you start building your sales funnel, it is essential to have a clear business vision, develop a marketing strategy and then define your target audience to work towards your business growth. If, for example, you are looking on how to create an online clothing store, you need to follow specific steps to develop your business and stay successful.
For instance, if you’re selling marketing automation software to a startup, showcase a startup that 10X-ed their leads.  If you’re selling the enterprise version of that marketing software, share a case study from another enterprise company.  The enterprise case study is too aspirational for the startup, and the startup case study doesn’t work in front of a huge global marketing team.
First, a common language needs to be set up to ensure marketing knows when a lead should be moved from marketing’s control, and placed in the sales funnel. There are two terms, "marketing-qualified lead" (MQL) and "sales-qualified lead" (SQL) or “sales-accepted-lead,” which all sales funnels must embrace to keep both teams aligned. When marketing has a lead ready to talk to sales, the lead should be marked as an MQL, meaning marketing has gotten it to the point where they believe sales should take over. If sales agree the lead is sales-ready, they accept the lead and move it from MQL to SQL (or SAL), and the handoff is complete. If not, the lead goes back to marketing.
Once you have each asset labeled with a stage in the buyer’s journey, start adding platforms and strategies for which that asset would be good a good fit. For example, blogs and infographics work great on social media, while case studies should be left to email marketing and PPC ads. From there, you can create your actual content distribution calendar:
Launches: If you already have an audience, then you should definitely consider going big to introduce your product to the public—that’s what launching is about. A launch can help you gain the initial traction your business needs to grow, but there is more to launching than just pushing your product live. Great launch strategies involve slowly warming up the communication with your audience and then sending them the right content that convinces them to purchase.  
The key thing here is that your marketing funnel doesn’t end with the purchase. There is plenty more work to be done at this stage. You can add as many stages into this funnel as you deem necessary to your brand but, again, it’s up to you how complex your marketing funnel should be. You can also expand it with time as your strategy becomes more efficient and new opportunities arise.
When these would-be buyers become interested enough in her products, they request an online demonstration by filling out the form on her landing pages. These requests are routed directly to her salespeople, who, because they’re dealing with warm leads, close roughly 50% of the customers to whom they demo. Molly’s company closes more sales than Norman’s, with fewer salespeople and no time spent on cold calling.
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