If you’re a small business owner, you might be a one-man (or one-woman) show, wearing several hats, including both sales and marketing. As your business grows, though, you’ll need to hire people for your team. One of the biggest mistakes I see companies make over and over again is having their sales team and marketing team work completely independently of one another.
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.

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.


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.
The truth? People are smart. They're not simply going to buy anything from anyone unless they feel there's an immense amount of value to be had there. Thus, your funnel needs to built that value and bake it in through a variety of means. But most importantly, you have to create a strong bond with your prospect, and that happens by being relatable, honest and transparent in your email warming sequence.
No one has to tell you, of all people, that customers go through stages as they move through the buying process. As a small-business owner, you've been selling your product or service long before your sales and marketing team started casting decisions in terms of “the marketing funnel.” The marketing funnel? If this term is new to your vernacular, don't worry, you're not far behind the curve – or the tactics to help you navigate it.
^ "The salesman should visualize his whole problem of developing the sales steps as the forcing by compression of a broad and general concept of facts through a funnel which produces the specific and favorable consideration of one fact. The process is continually from the general to the specific, and the visualizing of the funnel has helped many salesmen to lead a customer from Attention to Interest, and beyond" (p. 109).
Setting up your sales funnel is the key to creating powerful prospect experiences. It is important that you map them out ahead of time to ensure your sales process is in alignment with the customer’s journey. CRM software set up to mirror your funnel activities can then help you manage and stay focused on the most important tasks during each stage in the process.
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.
A lead is someone who becomes aware of your company or someone who you decide to pursue for a sale, even if they don’t know about your company yet.. Typically, this includes everyone in one big group, but you could also break this down further to only look at qualified leads, which are leads that meet certain qualifications to becoming customers. For example, if you’re selling pet products, a qualified lead is someone who has a pet, versus someone who simply likes the cute animal pictures on your blog, but will never buy anything from you.
This is exactly what it sounds like—the total number of opportunities across each stage of your sales funnel. Here, you’ll want to ensure that you have a good balance of leads in each stage of your sales funnel. If you notice an excessive amount of leads in any one stage, this might mean that your reps are struggling to move them down the funnel, which is cause for concern.
This gives you a platform to manage and organise your leads at every stage of your marketing funnel. You can also use ActiveCampaign to track user behaviour, place users on segmented lists and target them with highly relevant email campaigns. And where ActiveCampaign really shines is its email and marketing automation, which means you can automate entire marketing strategies, turning awareness into consideration and guiding leads through every stage of the consumer journey.

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.
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.
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.
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.
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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