For example, at the beginning of your funnel, prospect interaction is low and the number of prospects is high. This is the Awareness stage, where you do advertising or another form of low-cost, low-touch, broad outreach. The next stages have fewer people in them and require activities that take more time and attention. This is where you’d send emails, make phone calls, or invite qualified interested prospects to a webinar to learn more about your offerings.
There are also plenty of low-intent keywords that trigger ads in Google Search and this is an opportunity to increase awareness about your brand. Now, I would describe this as a fairly advanced PPC technique because you really need to have a mature paid search strategy (quality ads, landing pages, conversion rates, remarketing campaigns, etc.) and a solid lead nurturing system in place first.
Customers move on to Stage 5 when the sale is complete. Molly should brainstorm the kinds of information these customers will need, as well as how she’ll provide it as part of a cohesive onboarding process. Though she doesn’t need to worry about customers finding her at this stage or moving on to the next one, it’s still important to meet their needs so that they walk away feeling good about their purchase decisions!

Webinars: Webinars are really powerful marketing tools. Like mini courses, webinars allow you to showcase your knowledge on a topic to your audience, with the difference that this is done as a live event—which allows your leads to have direct contact with you. As you might expect, webinars are considerably more time consuming than other tactics, but you can expect higher engagement and conversion rates from those who attend your live session.   


Interest: Once leads are generated, they move on to the interest stage, where they learn more about the company, its products, and any helpful information and research it provides. Here is an opportunity for brands to develop a relationship with the people in its lead database and introduce its positioning. Marketers can nurture leads through emails, content that is more targeted around industries and brands, classes, newsletters, and more.
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