The marketing funnel is a great way to graphically represent what happens when the lead gen machine is on. It is also a good framework to plan and execute campaigns according to the specific goals of each section of the funnel.
One of the most popular view of the funnel is comprised of 3 parts:
- Awareness: here reside all those activities and tactics you put in place to get your name out there. It is also how you let prospects who who you are, but mostly you should be able to communicate how you can help them. PR, blog, social media, content marketing, thought leadership, trade shows, they all fall into this category.
- Consideration: prospects know you are, so now it’s time to tell them exactly what you do. Product education, case studies, email nurturing, a well-designed user journey on your site, as well as lead gen tools like free trials, savings calculators, quoting widgets… these are some of the key activities at this stage.
- Conversion: considered by some as the sales portion of the funnel, this is where most teams will fail. Marketing needs to empower and enable the sales team by providing them with email templates, a programmatic lead treatment flow, a set of nurturing emails.
But none of this will work unless you can track, optimize, rinse – wash – repeat. A good approach for beginners is to establish a weekly lead review meeting and go through open leads, conversions, and discuss phone calls and other insights from the sales team. There’s nothing more valuable than the feedback from the ones on the frontline to help you optimize content, triggers, lead treatment flows and processes.
Just like we promised in the title, this is just a quick overview. If you have questions, fire away in the comment box below.