The definitions of MQL and SQL (SAL) should be spelled out, and agreed upon, in a service level agreement (SLA). The SLA outlines the terms of how sales and marketing will work together. The SLA should define what MQL and SQL look like, as well as state the time frame and process each team must follow. For example, an MQL has reached a score of 75 through a combination of content engagement and web engagement and fits the ideal customer profile. It must be accepted by sales or sent back to marketing within 24 hours of being assigned. The SLA should be drafted together by both marketing and sales leadership and signed off on by both parties.
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.
Offline tactics: A lot of new online instructors aren’t new to teaching, speaking, or coaching. Most of the time, Teachable instructors have been teaching in one way or another in the offline world for years before deciding to create an online course. If you speak at conferences, do group coaching, or teach offline classes, these are great opportunities to get more traffic to your site.
You’ve given the prospect all of the information they need to make a decision by this point; they simply need to make it. Lots of people get stuck in this part of the sales funnel, so it is your job to nudge them closer and closer to making a sale without being too pushy. A great option would be to throw in a bonus for free to to offer a limited-time discount.
Another important principle of this sales funnel is that we’re not talking about a linear process here. You don’t want to limit your marketing strategy to generate leads at the top of the funnel and then guiding them all to the end. There are thousands or even millions of people out there already who may know your brand but simply aren’t interested in it yet.
The sales funnel metaphor is somewhat misleading; in real life, the process never goes as smoothly as liquid down a funnel. In the last decade, digital marketing, artificial intelligence (AI), and CRM have drastically changed the process of converting new leads into customers. Given this, it’s increasingly important that business-to-business (B2B) sales and marketing teams are aligned in their views on a sales funnel strategy and lead generation as a whole.
Entry sources – Monitoring the sources from which people are entering your funnel can be useful data to track, as it gives you ideas for expanding the reach of your marketing campaigns. If, for example, you see that a large number of your prospects are coming from a single guest blog post you did, you can upgrade and expand on it, add a free consultation opportunity on that blog post, and/or find similar guest author positions.
In marketing automation, Ryan Deiss, co-founder of Digital Marketer, often describes the sales funnel as a multi-step, multi-modality process that moves prospective browsers into buyers. It's multi-stepped because lots must occur between the time that a prospect is aware enough to enter your funnel, to the time when they take action and successfully complete a purchase.
There are email warming sequences that include things like personalized value-driven stories, tutorials and even soft pushes to webinars, and of course product suggestions that happen over days or even weeks. The truth is that most prospects won't buy from your website at first glance, especially if they're only just becoming aware of you today. It takes time. Thus, the funnel is a multi-modality process, as there are a variety of relationship-building experiences and "touches" that occur through several stages.
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.
An event scheduling tool allows you to schedule events like conference calls, lunches, and so on right from the CRM. These events become part of your calendar and serve as another way to help you move your prospects and customers down your sales funnel. You can associate contacts and deals to your events. You can also update information like dates and times from the calendar view.
As you can see, each color-coded section of the funnel pictured above corresponds to a stage in the buying process. The widest tier at the top of the funnel represents “awareness,” the point at which potential customers are beginning their information search. The second tier is “interest,” roughly corresponding to the evaluation of alternatives described in the purchase process above. And, finally, the third and fourth tiers, “desire” and “action,” are self-explanatory.
The concept of “creating customers” may at first seem to be an odd one. Don’t you find customers, not make them? Well, yes and no. While it is extremely hard to turn someone into a customer if they have no interest in your product/service or don’t have the money to make the purchase, with a proper sales funnel, can can create fans out of people who never even knew you existed (or at least never realized how much they needed whatever you’re selling). A sales funnel can also turn an “on the fence” customer into a raving fan who refers even more people to you!
Advocacy: Turning your customers into advocates is the ultimate evolution for nurturing current customers. Evangelism in the form of writing product reviews, posting about products on social media, and more can help drive more new leads for your marketing funnel. Having an external recommendation not connected to a brand can strongly influence prospects. Marketers can work to develop their communities to better support advocates, ask them to participate in case studies, or engage them around consumer-generated content on social media.