Advocacy: Turning your customers into advocates is the ultimate evolution for nurturing current customers. Evangelism in the form of writing product reviews, posting about products on social media, and more can help drive more new leads for your marketing funnel. Having an external recommendation not connected to a brand can strongly influence prospects. Marketers can work to develop their communities to better support advocates, ask them to participate in case studies, or engage them around consumer-generated content on social media.
For example, the choice of having either Indian food or Chinese food is fairly straightforward and requires minimal time whereas offering managed IT solutions requires an investment costing thousands of dollars. Due to the differing time frames and value of the product, the prospects are more than likely to request for content during this consideration stage. A high number of competitors can lead to longer evaluation time, something experienced by 48% of businesses.
Notice how this happens automatically without the customer having to do too much. This makes sense because at this stage in the funnel they are choosing the use the firm because they like the firm and are making an emotional decision so don’t have to invest much time. In fact, they may have experienced more friction when it came to signing up to the trial in the first place. This is because at that stage of the marketing funnel they are using more logic and less emotion than at the later stage of the funnel.
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However, there are even some who see the funnel as being split vertically, with both sales and marketing owning the full funnel. They argue that the sales people are increasingly becoming thought leaders to drive awareness by doing outbound outreach. In this scenario, both marketing and sales would work to nurture leads and prospects from awareness to purchase.
Rather than initially send your prospect a huge case study once you’ve peaked their interest, perhaps it might be better to send them a single page containing a bullet point list of the results you’ve achieved for others. Yes, it might just take 30 seconds to digest, but it gives them what they want to know (not what you want them to know) and if they like what they read then they can start to evaluate you.
Intent: To get to the intent stage, prospects must demonstrate that they are interested in buying a brand’s product. This can happen in a survey, after a product demo, or when a product is placed in the shopping cart on an ecommerce website. This is an opportunity for marketers to make a strong case for why their product is the best choice for a buyer.