A marketing funnel is a model describing the customer journey from awareness of the product to the actual conversion. It has long been a topic of contest and conjecture. We call them funnels because the probability of sales and proceeds gradually decreases at each step. Some people opt out, some lose interest, and some choose another portal. Had this not been the case, terming it as a marketing cylinder would have been better! In an ideal situation, all leads would turn into customers – ten on ten returns. The job of the marketers, hence, is to make sure that most of the leads are turned into customers so that their marketing funnels could distort its ways and turn into a marketing cylinder.
No matter what kind of purchase we’re making or how much we intend to spend, all of us follow a relatively similar path when it comes to deciding what to buy. This buying process, or stages, was first introduced by John Dewey in 1910, but even now — more than 100 years later — it’s still the foundation of understanding buyer behavior and marketing funnel creation.
Or, are you a leader, an adventurer or an evangelist? How you position yourself is entirely up to you, but your message must be consistent throughout your entire "pitch" and it needs to be steeped in the truth. Your backstory, and just how you convey that through parables, character flaws and polarity, has much to do with just how well you can "hook" in your prospects to create a mass movement.
Today’s online consumer is much better educated than the consumers of yesteryear. While they enjoy learning about new products and services from brands, they hate being sold to. They digital buyer’s journey has many different touchpoints, and different people follow different patterns. That’s why you need to invest in more than one middle of the funnel marketing strategy.
Data insights are again the key to funnel optimization. Three other data-driven technologies follow analytics and sales reporting as the most popular sales tools: account and contact management (65%), sales forecasting tools (56%), and customer relationship management (CRM) systems (58%). The latter is a particularly crucial tool for optimization, enabling your business to organize all customer-related data in a central location.
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.
Imagine any online shopping portal, for instance. Several hundreds of people like you visit the website every day, rather every hour. You view products and choose among innumerable options. This is followed by adding items of your choice to their virtual shopping carts. Not all visitors to the site buy the products from here. Some might make inquiries; some might browse through a different site and land up buying the product somewhere else. The platform which was open to act as a magnet for millions now gradually funnels its way through different steps into achieving profits from few by selling its items away.
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.

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.
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.
If you’re running a marketing services business, you might create content about how to choose a marketing agency, pricing guides, whether a company should go contract or hire in-house, etc. The above examples are non-promotional, educational content resources we’ve created for our readers who are considering hiring marketing agencies – i.e. in the middle of the funnel (MOFU).
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Unfortunately, the reason why we call it a marketing funnel instead of a marketing journey or marketing waterfall is that not everyone who enters your funnel will end up buying. At each stage in the buying process, you lose some potential customers, but a good marketing funnel will keep those losses to a minimum and produce the maximum number of sales from your marketing.
After you’ve mapped out your prospect’s experience, make sure they align with your team’s pipeline stages. You can do this on paper or in CRM software like Salesforce Essentials. Sales pipeline stages are stages in your sales process, while your sales funnel stages are the stages in your customer journey. Refer to our article on how to create an effective sales plan for more information about pipeline stages and how they relate to your sales strategy.
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.
If you're wondering what a sales funnel is, simply imagine a real-world funnel. At the top of that funnel, some substance is poured in, which filters down towards one finite destination. In sales, something similar occurs. At the top, lots of visitors arrive who may enter your funnel. However, unlike the real-world funnel, not all who enter the sales funnel will reemerge out from the other end. 

However, say the customer is evaluating marketing automation programs to help improve the sales funnel they created. Because these programs can require investments of $1,500 a month, they’re likely to undergo a much more careful and thorough evaluation process. They might request free trials of the different systems they’re considering, have online demonstrations with each company’s representatives or view training videos to get a feel for how each system will perform.
CRM software has features like event scheduling, case management, and task management that help you plan and execute activities that coincide with the stages of your sales funnel. This software makes it easier to implement your sales funnel by showcasing upcoming and overdue activities, which keeps you focused on the activities that matter throughout the entire sales process.
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.  
Visitor-to-lead conversion rate: This metric will tell you what percentage of your website visitors end up becoming leads. You can use this as an indicator of how attractive your offer to become a lead (we’ll talk about the type of content you should use in this stage in a second) is to your visitors. As you might expect, you should aim for a high conversion rate. If you use tools to capture leads with popups forms, this metric will be tracked and provided to you. However, if you use other tactics to collect leads you might need to use Google Analytics goals to keep track of this metric.  
However, say the customer is evaluating marketing automation programs to help improve the sales funnel they created. Because these programs can require investments of $1,500 a month, they’re likely to undergo a much more careful and thorough evaluation process. They might request free trials of the different systems they’re considering, have online demonstrations with each company’s representatives or view training videos to get a feel for how each system will perform.
You can also segment in other ways. For example, maybe you segment into order size: people who order more than $50, people who order $30 – $50, and people who order less than $50. If you offer a coupon for 10% off an order of $50 or more, the people who order that much anyway just get some free money, and the people who typically order less than $30 probably won’t take advantage. But the people who order between $30 and $50…for them, this is a goldilocks coupon (i.e. it is just right). It encourages them to spend just a little bit more on their next order.

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.
Say you’re into cycling and you’ve decided to purchase Trek’s latest Emonda line road bike. You read a few less-than-positive reviews online, but brush them off on the understanding that all Internet comments should be taken with a grain of salt. After all, people only review products and services that they absolutely love or absolutely hate – but most customers fall somewhere in between.

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.
Yesterday I was in the Northridge Mall while my tires were being rotated at Firestone outside. When I walked in there a man was promoting Occulus, the 3D experience. . . for $5 a journey. I didn’t have any bucks so I declined. I was wondering why he didn’t use the email model of a free gift to get a subscriber; I mean a free trip using the mind altering adventure. Then I got to thinking about video and 3D in email, and it dawned on me the cycle of a company’s promotion is a like a trip into virtual reality–at least it could be a mind-altering experience for the recipient, especially for someone who’s tired of getting ads, ads, ads.
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