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.
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.
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.
Let’s say, for example, that you’re trying to sell someone a coaching program that costs $1000. A lead comes to your blog, likes a post, and signs up for your mailing list. If your first email is a sales pitch for your coaching program, how many people will buy it? A small percentage, to be sure, especially if your blog posts are directly related to coaching program. However, by adding a few more steps, you can more easily encourage a sale. Your sales funnel might instead look like this:
The Customer Decision Journey is an improvement over the traditional funnel, but some marketers see it as incomplete. The problem is in the name itself. Brands may put the decision at the center of the journey, but customers don’t. Jonathan Becher, CMO at SAP, believes that for customers, “the pivot is the experience, not the purchase.” The Customer Decision Journey might be circular, but if the focus is still on the transaction, it is just a funnel eating its own tail.
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.
So where do we go from here? The funnel and Customer Decision Journey aren’t going away. They are useful models, and will continue to be helpful in certain contexts. But marketing today requires a new mental map to navigate a changing landscape. We need a model that informs marketers how to enable and empower, not just persuade and promote. There are a variety of alternatives including journey, orbit, relationship, and experience.
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.
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.
In 1898, E. St. Elmo Lewis developed a model that mapped a theoretical customer journey from the moment a brand or product attracted consumer attention to the point of action or purchase. St. Elmo Lewis’ idea is often referred to as the AIDA-model, an acronym that stands for Awareness, Interest, Desire, and Action. This staged process is summarized below:
SEO: Search engine optimization (SEO) is the process of improving your content’s visibility in search engines. Or, in simpler terms, SEO is about getting traffic to your site from sites like Google, Yahoo, Bing, and other search engines (this type of traffic is known as organic traffic.) For that to happen you have to try to rank your content in the top positions of the search results for specific terms or phrases (known as keywords.) Something you should keep in mind about SEO is that it’s not a fast process. Pursuing SEO early can have a huge pay off down the line—when you start getting free and consistent traffic from search engines—but if you are just getting started and need traffic right away, I recommend that you look into immediate sources of traffic while you work on SEO.
Whitney is a real estate investor and personal finance trainer whose vision is to launch 10,000 families on the path toward financial independence. After purchasing her first rental in 2002, and hitting a homerun, then nearly losing it all on her second deal, Whitney took control and figured out how to invest in real estate the right way. She realized that success must leave clues. So, she studied and replicated the very personal finance and wealth creation strategies the wealthy use to create financial freedom. Today, Whitney is a partner in $370MM+ of real estate assets, including 3,000+ residential units (MF, MHP, SFR, and assisted living) and 1,430+ self-storage. Additionally, she has flipped over $1.7MM in residential real estate and a solid portfolio of commercial notes. (Don’t tell anyone, though... BRRRR investing is still one of her favorite ways to invest—26 units and counting!) In 2018, Whitney founded ASH Wealth, where she helps you develop a clear, workable plan that gives you the results you dream of, solves your business startup or scaling issues, and drives massive progress toward your real estate and financial goals.
“Aligning marketing and sales during the sales funnel does more than just align the teams — it creates better business outcomes,” said Mathew Sweezey, Principal of Marketing Insights at Salesforce. His stance is validated by a SiriusDecisions study that found brands with tightly aligned sales and marketing operations achieve 24% faster three-year revenue growth and 27% faster three-year profit growth. The three easiest ways to ensure marketing and sales alignment will succeed is a common language, co-created shared programs, and a policy to abide by a service level agreement.
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.
How to get started: If you want to do this at a conference, start by making sure that it’s ok with the organizers if you share content on your website with the people you are speaking to. Most of the times they will be ok with it and give you some pointers on what you can or can’t do, but for certain large conferences you might not be allowed to do this. To get people to visit your website, create content that is highly relevant to the topic of your talk and share it using a URL address that’s easy to write down or remember, as people will likely need to go back on their notes to visit your site.
As “State of Sales” finds, salespeople believe a combination of human skills and data-driven insights is needed to convert prospects into customers. In fact, the ability to listen is seen by 78% of those surveyed as an important attribute needed for landing deals. But sales reps also have to demonstrate industry knowledge (74%), trustworthiness (74%), and knowledge of prospects’ business needs (73%).
Within ClickFunnels, users may select from many different pre built attachment options. It’s as simple as picking the one which aligns best with your organization. If you are attempting to push an e-book, the approach should be much different than if you’re hoping to sell a subscription. Even if the final result of attempting to make a sale is the same. ClickFunnels saves you time and effort to begin organizing your sales funnels from scratch and accelerate your sales funnel installation.
For different types of businesses, buyer needs at the problem/need recognition stage – top of the funnel (TOFU) – are different. If you’re running a consulting business, for example, then your clients already realize that they’re having certain problems around your service area – like a high cost per lead (if you’re in marketing) or disorganized spending (if you’re in accounting).