Once you’ve collected leads, it’s time to segment, which essentially means that your splitting the list of names into smaller lists. The first an most obvious split to make is into prospects (people who might buy) and non-prospects (people who won’t buy). After that, though, you might still have a huge list of leads that never make their way down your sales funnel. Why? You aren’t segmenting!
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.
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.
Depending on what you’re selling and who you’re marketing to, you might answer that question in a number of different ways. For example, if customer service is a big deal to your potential customers, you may want to focus your marketing on how great your customer service is. You might want to include testimonials about your customer service, awards your customer service department has won, statistics about response times…you get the idea.
Once the prospective customer is made aware of the product, it’s the duty of a marketer to nurture the lead by arousing his interest in buying the product and make him consider it over other products. This involves marketer to tap several other channels, improve its public relation strategies, and include affiliates and partners who promote the product.
Exits from stage. The exits from stage metric is very similar to your time in stage metric, but it allows you to see how many potential customers you are completely losing in a particular stage. For example, if your potential clients spend a year on your email list before they buy (but most of them do eventually buy), that’s a time in stage problem. If people spend 5 days on your email list before they buy, but 98% of them unsubscribe within 5 days, that’s an exits from stage problem.
For example, when a customer finds you organically through a Google search for example, that means you have some element of authority. When you have authority, prospects are more likely to enter into your funnel because they know that if they found you relevantly, that whatever it is that you're providing must be of a great value. That's just the nature of SEO and organic search.
Now, this basic sales funnel offers a simplistic view of the consumer journey and the stages buyers go through before making a purchase. So you can use this as a basic template for your marketing strategy. For example, you create brand/product awareness campaigns to build an audience, target this audience with ads to generate interest and deliver content to build emotional desire before hitting them with the big CTA.
You gain the prospects interest through an email sequence. You begin to relate stories to them that tie into who you are and how you've arrived to this point in your life. Brunson, in his book, Expert Secrets, calls this the Attractive Character. Are you the reluctant hero whose journey happened almost by mistake, but you feel like you owe it to yourself and the world to convey something of great value?
Private communities: This is a great way to establish a closer and continuous channel of communication between yourself/your company and your leads, as well as allowing them to interact with each other. You can create private communities to start conversations, gather feedback, or share updates and news. By starting a community, you are committing to being active and monitoring it regularly for the medium/long term, which can be very time consuming in future—so keep that in mind if you decide to go with this tactic.
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.
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.
If you’re a small business owner, you might be a one-man (or one-woman) show, wearing several hats, including both sales and marketing. As your business grows, though, you’ll need to hire people for your team. One of the biggest mistakes I see companies make over and over again is having their sales team and marketing team work completely independently of one another.
The cell phone theory comes from Duke University research on the human attention span. Basically, we subliminally take in what’s around us even when we’re distracted with something else. Later, those subliminal surroundings appear to already be familiar. What this means is that people can remember your company simply by subliminally taking in the message from a display ad while they’re doing something else.
Although I mentioned several times in this list the importance of participating in discussion rather than just dropping your links, that doesn’t mean you should never promote yourself. I like to use the 80/20 rule in this case. At least 80% of the time, you should be using social networks to share other people’s links and participate in conversation. You can share your own stuff about 20% of the time.
In this email, Nerd Fitness includes a case study from a customer who saw amazing fitness results by completing the Nerd Fitness Academy. The case study is appropriate during the consideration stage, because it relates to subscribers’ interests (fitness) and introduces subscribers to the product (Nerd Fitness Academy) while showing the value of that product.