Recycled: Sometimes a prospect won’t actually become a lead yet. She may have downloaded a few ebooks, but when she’s called by sales, she is not ready to buy. Instead of leaving that potential future lead in a black hole to dry out and die, you want to make sure she is recycled into your lead nurturing database. That way, you can continue sending your prospect relevant and educational materials in hopes that one day soon she will indeed become a viable lead.
Freshsales is a full-fledged CRM software with sales funnel management capabilities designed for sales teams to manage leads from start to close. It handles every step of the sales funnel allowing you to focus on the right leads at the right time. You get complete visibility into your funnel—from real-time insights on lead behavior to how quickly your team converts leads to sales. Freshsales comes with built-in phone, email, and funnel reports. This means all of your customer data is accessible in one place. To add to that, you can automate tasks, create your sales pipeline, and schedule sales campaigns. Every tool you need to advance leads in your sales funnel is already in Freshsales! Get your free
In digital marketing, despite the fact that it undergoes various processes that involves the use of technology, you are still marketing to people, each having their own attributes and situations that affect their buying decisions. Lead generation funnel is a tool that puts this concept into great consideration, nurturing each unique lead according to their attributes, eventually leading these prospects and turning them into your ultimate goal – paying customers.
Dayna Rothman is the senior content marketing manager at Marketo, a leader in the marketing automation space. Dayna leads content creation and strategy at Marketo and is the managing editor for the Marketo blog, which receives more than 400,000 unique visitors per year. Dayna has also been featured as one of the top 25 content marketers to watch according to Kapost, and one of the top 50 content marketing influencers according to Onalytica.
If your new customers are greeted by a thoughtful onboarding process, personal attention and all the resources they need to use your product successfully, they’re more likely to confirm to themselves that they made the right choice. And when they’re confident, they’re more likely to pass on their satisfaction to others in the form of recommendations and product endorsements.

Getting a clear understanding of the process can help you optimize your campaigns to ensure these leads come out the end of the funnel as customers. However, it would be important to note that each business have its unique processes and sales situations. Their actual lead generation funnel may differ slightly from what is presented here, but for general intents and purposes the following describes the basic and most common stages involved in the sales funnel.

A sales funnel reflects the prospect’s journey or path that takes them from awareness to becoming a customer. It encompasses actions you take to create this journey or experience. The sales pipeline, on the other hand, is the specific stages that a deal or opportunity moves through in your sales process from the salesperson’s perspective. See our article on the eight sales pipeline stages every sales team should have.

Task management tools help you move prospects through the sales funnel quickly because they help you schedule and assign tasks that must be completed to move onto the next stage. Being able to quickly schedule important tasks like sending quotes or writing emails helps keep these tasks top of mind and reminds you that there’s an important deadline that you must meet to get closer to a sale.


First, try some cold calling. We’ve all gotten those dreaded calls from telemarketers, and while the number of hang-ups sales reps get is enough to make some people quit, this does still work. If it didn’t, people wouldn’t be doing it. The key to success with cold calling is to make sure you have a list of qualified leads. If you’re selling a product for men, for example, make sure your list is primarily male.
Antonio Lucio, Chief Brand Officer at Visa, believes the solution is to shift the focus from the transaction to the relationship.  After exploring the Customer Decision Journey, his team developed what they call a Customer Engagement Journey.  In this model, transactions occur in the context of the relationship rather relationships in the context of the transaction.
Prospects next need time to figure out if making a purchase is the best option. At this point, it often makes sense to back off a bit. In our car salesman example, an important part of the evaluation process is the test drive. Depending on your industry, you may want to give someone a free sample or demo. If you aren’t selling in-person, videos can be extremely effective here. Often, during the evaluation process, prospects need to talk to others about the potential purchase, so this is where building up a loyal fan base comes in handy.
Nobody goes to page two, or on page three. If your website isn’t ranking on page one, you may as well be obsolete. What I recommend to target this audience is that you answer absolutely every question a potential customer might ask in the form of blogs, research papers, and features on your website. Make sure you optimize each piece of content for mobile SEO.
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!
Make sure you consider intent when writing posts. In other words, write posts for people who intend to buy whatever you’re selling. If you’re a hair salon, you might get a ton of social shares if you write about DIY hair color on your blog, but if they’re interested in DIY color, they probably aren’t interested in coming into your salon and paying for service.
However, what Brunson cleverly conceived with ClickFunnels is to create a SaaS that can integrate with the world's most popular platforms and virtually anyone can quietly launch a funnel in hours as opposed to weeks of hefty coding and programming. As a fervent user of ClickFunnels myself, I can tell you that the system is impressive beyond measure.

Generating revenue is a multi-step process in which you have to progressively nurture people before they are ready to make a purchase. A shoe salesperson is nurturing you when they ask your size, show you lots of options, help you try a few pairs on, and let you know about a deal. It’s giving you the information and support you need to make a decision about buying.  
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.
Revenue per customer or customer lifetime value: Typically, you won’t get the same amount of revenue for every customer that you acquire. Some of them might purchase at a discount, some others might purchase several products. If you offer a subscription plan, not all of your customers will stay subscribed for the same amount of time. A simple way to calculate this is to add up all your revenue for a specific period of time, and divide it by the number of paying customers you acquired during that period. The point here is that you should understand how much money, on average, you are making for every customer that you acquire. This will help you work backwards from a revenue goal and determine how many customers you need to hit your goals. I recommend that you only run this analysis periodically instead of keeping track of it every day because you will probably see a lot of variability. Teachable also collects all the data you need to calculate this value—just download a spreadsheet of all of your transactions from the Transactions tab. 
There are various sales qualification techniques like CHAMP, MEDDIC, GPCT, BANT, and more but it’s best to choose a framework that best suits your customer journey. The most common sales qualification framework used by most businesses is BANT—Budget, Authority, Need, and Timeline. Only leads that meet the qualification criteria become potential opportunities and trickle down the funnel. Pushing leads without proper qualification into the sales funnel will clog your sales pipeline, and won’t necessarily lead to revenue.
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.
There are various sales qualification techniques like CHAMP, MEDDIC, GPCT, BANT, and more but it’s best to choose a framework that best suits your customer journey. The most common sales qualification framework used by most businesses is BANT—Budget, Authority, Need, and Timeline. Only leads that meet the qualification criteria become potential opportunities and trickle down the funnel. Pushing leads without proper qualification into the sales funnel will clog your sales pipeline, and won’t necessarily lead to revenue.
Once the prospect is in the proverbial funnel, you've peaked their awareness. That's the first stage of the funnel. However, getting a prospect aware of you is no simple feat. Depending upon how they've arrived to your website (organically or through a paid ad), those customers might view your funnel differently and your opt-in rates will vary significantly. 
Getting this timing right prevents losing prospects by bombarding them with too much information or giving them the hard sell too early. This is why moving prospects through the funnel is often called “nurturing.” Seventy-eight percent of business buyers seek salespeople who act as trusted advisors with knowledge of their needs and industry. Prospects should ideally only receive the information and sales help they need when they need it.
Depending on your analytics setup, you can track specific user actions and create segmented remarketing lists with messages designed for each audience. For example, if you’re using Event Measurement in Google Analytics (linked with your Google Ads account) then you can place users on remarketing lists based on the page elements they click, as well as the URLs they visit.
The first step of any sales funnel is to make a potential customer aware that you exist. You can go about doing this in several ways, such as social media marketing, email marketing, cold calling, attending events, advertising, and word of mouth. How you make people aware of your company really depends on the product or service you’re selling. For example, if you design apps, mobile marketing will probably be extremely effective, but if you sell lawn mowers, this may not be the best option; traditional radio advertising may work better.
Social media: Social media platforms are great marketing channels for the top of the funnel. Social media users spend a lot of time in them and usually spend a good amount of that time consuming content shared by other people. When it comes to getting non-paid traffic from social media channels there are two main ways to do it: you can grow your own social media audience and share your content with your followers, or you can participate and contribute to already existing communities.
Let’s be clear—leads won’t automatically move down the funnel. Sales reps have to continue to do their part of selling and allow the sales funnel software to update the lead’s stage in the funnel by completing certain actions. You can setup workflow automations in the CRM to change lead stages. For example, after you’ve contacted a lead, the CRM will automatically update the lead’s stage based on the last activity.

It all goes back to lead nurturing. Moving people down each level requires the same process: education, evaluation, engagement, commitment, purchase (or “action” – sometimes they aren’t actually making a purchase, but rather taking an action like sending out a tweet). In some cases, that process happens within a single email. Other times, it takes days, weeks, or even months. To make matters even more complicated, every customer is different. While some people might make the decision to buy your $19 within a few hours of downloading and sharing your ebook, other customers might be in “deciding” mode for 6 months.

However, marketers need to be careful at this stage particularly when requiring first-contact visitors to sign up, fill up a form or register. Doing so too early in the process can turn off or scare away great prospects. On the other hand, you can also end up clogging your funnel with people who are prematurely engaged – and will eventually fall off further down the funnel.
Prospects next need time to figure out if making a purchase is the best option. At this point, it often makes sense to back off a bit. In our car salesman example, an important part of the evaluation process is the test drive. Depending on your industry, you may want to give someone a free sample or demo. If you aren’t selling in-person, videos can be extremely effective here. Often, during the evaluation process, prospects need to talk to others about the potential purchase, so this is where building up a loyal fan base comes in handy.
Your sales funnel is healthy if you have enough prospects going through it. If you’re moving enough prospects through the funnel with the experiences and interactions you create, and if you are able to profitably convert enough prospects into paying customers, your sales funnel is healthy. See our article on Sales Metrics—17 Reports That Improve Your Sales Pipeline Performance to help measure your funnel’s health.

Remarketing: We already covered remarketing in the middle of the funnel section of the post. In this stage of the funnel, you can use remarketing to target those leads who are really close to purchasing your product. For example, you could target people who visited your sales page but didn’t purchase the product, or maybe target those who downloaded one of your lead magnets to offer them a special discount.    
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.

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.


Recycled: Sometimes a prospect won’t actually become a lead yet. She may have downloaded a few ebooks, but when she’s called by sales, she is not ready to buy. Instead of leaving that potential future lead in a black hole to dry out and die, you want to make sure she is recycled into your lead nurturing database. That way, you can continue sending your prospect relevant and educational materials in hopes that one day soon she will indeed become a viable lead.


If you’re running an accounting business, at this stage your customers would be evaluating different potential service providers. They might need resources like pricing guides (so they know what ballpark rates are), how to evaluate the landscape of accounting services (i.e. whether to hire a solo accountant, an agency, etc.), or how to choose an accountant.
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