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.

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.
This is the first stage of any type of funnel. Because the only way that you can get anyone to buy from you is if they are aware of your business. This the first job for marketers. Increase awareness of the brand. The best bet for product discovery at this stage is through PPC campaigns and search engine marketing. If you have the right audience (and the budget), you can go for traditional methods of advertising as well, such as radio, television ads, newspapers, billboards, etc.
The repeat customer is even better, since they are actually making another purchase. They may need no help from you to make this purchase, or they make be shuffled back into the sales process again, where you need to educate, allow for evaluation, engage, and push a commitment. Once again, this depends on the specifics of your industry. We’ll go over more information about repeat customers before the end of this article.
You must know by now that the sales funnel defies gravity. Not every lead who enters your funnel finds their way to the bottom. Sometimes, even all the qualified leads don’t reach the bottom of the funnel. This can be due to the negligence of sales reps to engage with the lead, or simply because the lead is not ready to take the next step. It’s important for sales reps not to perceive a qualified lead leaving the funnel at any point as a lost opportunity. CRM helps you win back lost opportunities through lead nurturing. 
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.
There are email warming sequences that include things like personalized value-driven stories, tutorials and even soft pushes to webinars, and of course product suggestions that happen over days or even weeks. The truth is that most prospects won't buy from your website at first glance, especially if they're only just becoming aware of you today. It takes time. Thus, the funnel is a multi-modality process, as there are a variety of relationship-building experiences and "touches" that occur through several stages. 
Molly might conclude that anybody who fills out her online demonstration request form is an MQL.  Another company might set the bar to MQL qualification at something involving a combination of viewing specific pages, interacting with certain forms, and opening a certain number of email messages. For that kind of analysis, we recommend marketing automation software.
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.

Sales funnels are right for businesses that rely on a high degree of prospect interaction and engagement to make sales or close deals. Their sales process may be long and complex or they may be selling a high-ticket item that requires a lot of consideration by the customer. Both business-to-business (B2B) and business-to-consumer (B2C) businesses use sales funnels.


As noted, the pizza shop funnel example above is really simple; there aren’t many steps. Sometimes this is okay (for example, in our pizza funnel, adding more steps may or may not hinder down the sales process). However, for better results, it is often beneficial to add more levels to your sales funnel. This is especially true if you’re selling high-ticket items.
For example, if you are a florist, a repeat customer might stop at your shop every few months to purchase the same thing–a flower bouquet for his wife. Or if you’re make socks, a repeat customer might purchase more socks from you when the old socks are worn out. On the other hand, if you’re an author selling a book, you probably aren’t going to get someone purchasing the exact same book from you a second time (unless it’s a gift or they lose their first copy). However, they may very well purchase your second novel as soon as you publish it.
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.
Tradeshows are often most valuable, because you’re reaching people who are there specific to meet you. I recommend check out this article from Inc on great event marketing ideas. No matter how you set up your booth, I recommend running a giveaway to help you collect business cards. Your event staff can only talk to so many people at once. When the tradeshow floor gets really busy, having a box or bowl for people to drop their cards to win a prize is a great option, because in a busy environment, most people won’t wait.
If you don’t know much about SEO, there’s a great course about SEO available here, but basically, this is the practice of making sure your blog posts or other website pages show up in search results when someone types in a certain phrase. You can use Google’s Keyword Planner to find keywords in your industry that have a high volume of searches and a low level of competition, though keep in mind that “competition” in Keyword Planner only tracks competition for paid ads, so it might not be the best indication at competition for general search engine results. Moz is a great tool to check out if you’re interested in doing more keyword research on competition.
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.
The next part is about getting your audience to willingly give you their contact details by submitting a form or something equivalent to that. Why is this important? Because, when they voluntarily allow you to contact them, it indicates that they are interested in you. And, secondly, you would be able to further nurture them and push them into the next stage.
An important part of your sales process that isn’t always shown well on the sales funnel is getting customers to make more purchases in the future. Occasionally, you won’t have repeat customers, since some products are a once-and-done buying situation. However, in most cases, you want a customer to become a repeat customer. There are two types of repeat customers:
As people progress through your funnel, their intent to buy steadily increases. You always lose people with each new commitment you ask for (we refer to these actions “conversions”), but the more people you can get to convert at each step in your funnel, the more sales you will ultimately produce. In marketing, we call this process “widening the funnel.”
Exits from stage – Similarly, seeing an excessively high number of people falling out of a particular stage is an indication that you aren’t doing enough to answer their questions or you’re asking them for too much of a commitment too early. Add more content to give them the information they need to move forward or make it easier for people to convert (e.g. don’t ask for a phone number when they’re downloading a certain e-book).
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.
Close rate – Your close rate (or “win rate”) refers to the number of these opportunities that turn into eventual sales. If your close rate is lower than you expect, look at some of the other metrics you’re tracking for ideas on improving the success rate of your marketing funnel. You may be sending sales unqualified leads because your content is for a far more technically savvy audience while your ideal customer is a novice.
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.
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.

Google shares a similar view, taking the fusion of product and marketing one step further. Arjan Dijk, the company’s Vice President for Global Small Business Marketing, believes products should be designed to market themselves. For Google, the question is not “how can we market this product?” but “which products deserve marketing?” Marketing isn’t about “pushing people’s thoughts and actions. It’s about amplification, helping what’s already happening grow faster.”

Think about that the next time you're building out a sales funnel. This complex and intricate concept in business can literally take you from a complete unknown to a global powerhouse quickly through the art of scaling out a highly-converting offer. Don't try to take shortcuts or implement hacks, and put in the time if you're looking to eventually reap the benefits and results.
Trials / demos: Trials and demos are a great idea if you can easily take a portion of your finished product and provide it for free. Doing this will allow your leads to experience your product with very little commitment on their part. The downside of using trials or demos, is that since they are not stand-alone content, they can be perceived as incomplete offerings.  
Offer a free mini course: If you are in the business of monetizing your knowledge and expertise, a mini course is an excellent way to provide additional value to your visitors while also building your own image as an expert. Mini courses might take more work to create, but they also have the benefit of being perceived as more valuable than ebooks and PDFs.   

Of course, if you're going the paid ad route, you could also use Facebook and Google re-targeting to keep that awareness and interest level high. For example, if you've ever noticed after leaving a particular website, that you begin to see their ad everywhere, there's a particular reason for that. Especially if they've already entered your sales funnel, this is a very powerful way to get them to act.

Now that you know the stages and strategies for the new digital marketing funnel, it’s time to put it all into action with a content distribution plan. To start, create an asset list in Microsoft Excel (I’ve included a downloadable template for you below). In your asset list, you should include all of your online marketing assets, including your landing pages (an easy way to do this is to run a crawl of your website with a tool like ScreamingFrog), ad creatives, blog posts, case studies, white papers—anything that’s come out of your marketing department.
Sales and marketing teams need to adapt to these increasing demands. They have to work more closely together. While the marketing team still hands leads to the sales team at a point in the funnel, they have to stay involved to maximize customer retention and advocacy. The sales team needs to be involved early on, providing the benefits of their customer knowledge to help increase qualified leads and conversions.
Before you start building your sales funnel, it is essential to have a clear business vision, develop a marketing strategy and then define your target audience to work towards your business growth. If, for example, you are looking on how to create an online clothing store, you need to follow specific steps to develop your business and stay successful.

How to get started: Gather a list of contacts from the groups mentioned above and email them to share the content you’ve created. Important: If your list is large and you plan on emailing them in bulk, you must give them an option to unsubscribe or stop receiving emails from you. An “unsubscribe” button is auto-generated on most email service providers.   


Let’s say that instead of just sending one email to your entire list, you instead separate them into lists based on the type of pizza they buy most often: Plain Cheese, Pepperoni, Everything, Specialty, or something else. Everyone in the “something else” pile can get the generic discount, but send people on the other lists special emails. For example, if you send a coupon for a one-topping pizza to the people who prefer plain cheese or everything pizzas, you won’t make a huge impact. That isn’t what they normally order. But send it to the pepperoni lovers and watch the orders roll in! Customize the discount you’re offering to make it relevant to what people order.
In brief, we are inclined to go along with someone’s suggestion if we think that person is a credible expert (authority), if we regard him or her as a trusted friend (liking), if we feel we owe them one (reciprocity), or if doing so will be consistent with our beliefs or prior commitments (consistency). We are also inclined to make choices that we think are popular (consensus [social proof]), and that will net us a scarce commodity (scarcity).
Now, optimally, you’ll want to add more steps to your sales funnel (more on that later), but let’s say this is your bare-bones funnel. To generate leads and collect customer information, you offer a loyalty program, where people earn points for buying pizzas that they can cash in for discounts on future orders. Then, you email them a special coupon, and a percentage of your leads will open that email. A percentage of those opens will actually buy a pizza.

To help you get started, we’ve created a sales funnel template you can use to create something that works for your business. It’s a PowerPoint document with prompts that you can customize based on the specific stages you feel are the best fit for your customers. This template will help you think of each stage in your customer’s journey and what should happen in each stage. It will also help you map out your own sales funnel stages unique to your business.

He is the co-founder of NP Digital and Subscribers. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. Neil is a New York Times bestselling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.
There are email warming sequences that include things like personalized value-driven stories, tutorials and even soft pushes to webinars, and of course product suggestions that happen over days or even weeks. The truth is that most prospects won't buy from your website at first glance, especially if they're only just becoming aware of you today. It takes time. Thus, the funnel is a multi-modality process, as there are a variety of relationship-building experiences and "touches" that occur through several stages. 
A lead funnel, much like a sales funnel, is the pathway and the series of steps that a lead has to cross, right from being just another lead, to an interested prospect, to a hot opportunity to finally becoming a paying customer. This funnel is best comprehended as a visual representation which is split into the various stages that make up the funnel.
While everyone evaluates their options at this stage in the buying process, how carefully they evaluate their options depends a lot on their personality and the cost of the solution. Generally speaking, the more financially conservative your target audience is and expensive your solution is, the more comparison shopping your potential buyers will do.

Think about that the next time you're building out a sales funnel. This complex and intricate concept in business can literally take you from a complete unknown to a global powerhouse quickly through the art of scaling out a highly-converting offer. Don't try to take shortcuts or implement hacks, and put in the time if you're looking to eventually reap the benefits and results.
After an account executive identifies a prospect as a qualified sales lead, he or she can then identify the prospect further as a sales opportunity and will undergo further opportunity marketing. At this point, it would be important to understand that engaging with leads will incur cost, which include cost of engagement, conversion and opportunity marketing.
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?

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.
Below, I’ll introduce you to the modern online marketing funnel model—the framework that should drive your entire digital marketing strategy. I’ve broken down each stage of the new buyer’s journey and provided marketing strategies and tactics that work best at each phase. You’ll also find real-world examples and expert advice on the “how” of making this work for your business. The goal is for you to walk away with a clear understanding of how the (modern) online buyer’s journey works and how best to market to your target audience at each stage. 
Name: This is when an individual has officially entered your company’s database. A name is just a name; it is not yet a lead at all. Why? Because names have not yet engaged with the company. Remember, just because someone gets scanned at your tradeshow booth doesn’t mean she wants to communicate with your company in a meaningful way. Therefore, she is not yet considered a lead.
The strategies used to gather information tend to vary based on the size and scope of the purchase. Recognizing that you’re hungry, for example, might result in a quick Yelp search for restaurants in your area. Deciding which provider to use to install a new inground pool at your home, on the other hand, will involve calling around, reading company reviews, visiting showrooms, and talking with salespeople.
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