Not only must value be properly sequenced throughout the funnel, but cost must be as well. In that deeper stage in the funnel, SolarWinds didn’t only provide the properly sequenced value (trial versions) it also communicated properly sequenced cost (an online price quote engine). You must determine when to introduce the price in the funnel you’ve created, but also non-monetary elements of cost too.

To do this, go back to your list of interactions, which are all assigned to the most relevant stage of the buying process. What you need now is a system capable of detecting these interactions and then assigning them to segmentation lists. This will allow you to target users on each list with campaigns relevant to their place along the buying journey.


At this stage of the funnel, the value of your product is still unknown; customers won’t be engaged by sales material or product specifics. Instead, try to establish value through educational promotions. Here, customer information is gathered as leads are pulled into the first phase of the funnel. It’s interesting to note that 65% of businesses claim that lead generation is their biggest marketing challenge which only emphasizes the need for developing creative marketing strategies.
The manufacturing company worked with the MECLABS team, and the value messaging was changed to focus on the value proposition of the guide itself with a new headline: “You’re One Quick Download Away from Finding Your Perfect Infrared Camera,” and other messaging focused on communicating the value of the free product guide, not the product purchase (the end goal of the funnel).
While the overall stages of the sales funnel stay the same, the big difference between B2B brands and B2C brands is how many people are involved in each step of the process. In B2C sales funnels, the purchaser is often the sole decision maker. They will sometimes talk to family or friends, but in general, they are making all the choices. Basically, you have one person to market to. On the contrary, in B2B brands, there is usually an entire team that you have to sell during every stage of the sales funnel. But the good news is, many B2B brands end with a contractual commitment instead of a one-time purchase.
I mentioned earlier that the sales funnel goes beyond the first purchase. You don’t want customers to buy once and then forget about you. You want them to buy again and become long-term customers who are loyal to your brand. You want them to recommend you to other people – both online and offline – who might also be interested in what you have to offer.
The link to the company’s website provides a way for the house owner to get further information about their services (the Interest section of of funnel). Here, as they’re prepared to invest more time they can research the results the firm has achieved, their average sale price, their average sale time etc. The website also offers a no obligation free valuation.
Simple marketing funnels have fewer, more meaningful interactions. More people make it through to the end of the funnel and a simple funnel is far more geared towards high ticket sales. It’s much easier to buy traffic when using a simple marketing funnel and it works well with high-value media. Simple sales funnels are the fastest path to online lead generation for high-priced products and services.

Now that your brand has made it to the Consideration set, customers are likely to evaluate the options based on some personal criteria they might have. Even though selection criteria may vary from person to person, you might be able to find some general patterns by looking at the most often used criteria. Continious customer feedback, surveys and focus groups will help you figuring out what customers in general find most important about a certain product. Once you are aware of these attributes, you could guide your marketing efforts in such a way that you highlight these features when showing off your product. Often used attributes that customers use to evaluate products are: price, quality, appearance, durability and after-sales service.
The largest pool of leads is always the least qualified, but every one of them is still a potential customer – one that might shop with one of your competitors if you don’t get them first. So, to maximise your marketing funnel conversions and keep your rivals in check, you also want to guide as many of these potential buyers towards the finishing line as possible.
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It’s now time to really bring on the value and elevate your relationship with your customers. Following up with your recent buyers is one of the fastest ways to solidify your position as a business that truly cares. Buyers remorse is very real, and is alive and well across all markets and industries, so the first 24-48 hours after making a purchase is a critical time to calm any anxieties and affirm your new customers decision to do business with your company. It’s also unexpected. Which makes it an even nicer surprise, and part of the system to turn elevate your customers into brand evangelists who tell their friends, family, coworkers, and sometimes even strangers, about just how great your business is.
While the overall stages of the sales funnel stay the same, the big difference between B2B brands and B2C brands is how many people are involved in each step of the process. In B2C sales funnels, the purchaser is often the sole decision maker. They will sometimes talk to family or friends, but in general, they are making all the choices. Basically, you have one person to market to. On the contrary, in B2B brands, there is usually an entire team that you have to sell during every stage of the sales funnel. But the good news is, many B2B brands end with a contractual commitment instead of a one-time purchase.

However, as much as I loved helping others, I wanted to find a better way of doing so. More freedom, more money, and more flexibility were what I was searching for. I just didn’t know how to find the perfect career that ticked all the boxes. That was, until I discovered that becoming an entrepreneur was indeed the dream occupation - in every conceivable way!


An increasingly common practice for marketing, sales, and customer service and experience managers is to “flip the funnel” into a customer experience funnel. This funnel outlines the process of turning customers into advocates, which in turn refuels the top of the marketing funnel by driving awareness and lead generation. Here’s our diagram of the customer experience funnel:
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