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.
UThis is a Lead Generation system that takes people who are possibly unaware of their problem and you lead them through to becoming aware of the problem. Then displaying the solution to that problem, educating them on how the solution works and encouraging them to take action on your offer by making contact by telephone or email or making a purchase through a sales page or visiting their physical shop or event.
Upon entering their email address they are now in the Evaluation stage, where they (possibly) read the case study, browse the company’s website, and receive regular emails from the company. After a few weeks the prospect receives an email explaining that they can trial the service for 1-month for just $1. At the end of the month they will be taken onto the regular subscription price of $49 per month, but they can cancel their subscription easily anytime within that first month.
Influencer marketing focuses on people with influence on or over a target market instead of focusing on the target market directly. By identifying the people who influence your potential mass market of customers, you can work at getting these people as showcase customers. They in turn will influence the mass market or at least the segment where they hold sway. This can be done on a professional basis, where you pay an endorsement to the influential person with a fee or a commission per sale, if you you can quantify that influence. In theory you should be able to enter in to an agreement where you pay the commission based on sales only. This is different to paying a celeb to wear your product, in the ‘hope’ that their followers would buy your product, much like Nike and Tiger Woods.
Once your lead has arrived at your website, store front, or landing page, the next step is to get them to make a micro-commitment and take some form of action. If you’re selling a low priced item (like a pack of gum) than that action could be a sale. If you’re selling a higher priced item (like a car) than that micro-commitment could be a smaller action (like going for a test drive). The point here is that you want to encourage them to take the next logical step in the relationship, whether it’s exchanging their contact information like their name, email, or phone number, or even agreeing to a follow up meeting. At this stage your lead is now “warm”
The first stage underlines the basic function of any marketing campaign: to create awareness regarding the company’s offerings. Your campaign will help to introduce your business to strangers through customer research and discovery. During this initial stage, your primary focus will be toward attaining thought and trust leadership via advertising, webinars, social media, viral campaigns, content creation, events, and more.
Okay, so death rumours aside, the sales funnel is in good health and every argument I’ve heard suggest otherwise comes from someone trying to create a selling point for one of their products. What has changed in recent years is how marketers use the sales funnel because the number of interactions between brands and consumers along the buying cycle has multiplied.
For example, a complex purchase funnel might include steps like this: searching a pain point in a search engine, getting to a content piece on a website, clicking to a landing page for a white paper download, receiving several pieces of email in a lead nurturing campaign, deciding to speak to a sales rep to learn more about the product, going through several stages of a sales process with a sales rep, and then ultimately making a purchase. This may happen over several months.
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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).