How to Use a Sales Funnel for Lead Generation

When you create a sales funnel for lead generation, it’s a process that leads prospects from product awareness to product purchase. This is typically the responsibility of the marketing team, though some companies will split this role between marketing and sales.

A lead is a person who has provided contact information in exchange for some incentive. The incentive could be an ebook, a sample product, or a free consultation. Leads can be nurtured using email automation and social media ads, until they become a marketing qualified lead (MQL). At this point, a prospect is considered a lead that is ready to be talked to by your sales team.

Your sales and marketing teams need to work together to identify potential leads and nurture them into paying customers. Historically, marketing would generate potential leads and hand them off to sales, which would engage those leads until they were converted into paying customers. More and more, however, marketing and sales are working together to communicate with leads at every stage of the funnel, ensuring that they’re receiving all of the information that they need to be successful in their purchase.

Awareness (TOFU) – Awareness is the top of your funnel, and your audience is the widest of all your audiences. In this stage, your audience is most interested in learning about your business and what you offer. Your goal at this stage is to expose as many of your target audience as possible to your brand.

Considerations (MOFU) – Once leads are interested in your brand, they’re in the consideration stage of the funnel. Here, your prospective buyers are comparing your brand to other competitors and trying to figure out which one is the best fit for their needs. To help them along the way, you’ll need to provide helpful content that demonstrates your knowledge of the industry and your products. This could be anything from blog posts to comparison charts to infographics to long-form videos.

Value (BOFU) – Once a potential customer has determined that your product is the right fit, they’re ready to make a purchase! At this stage, you’ll need to show them how your product will improve their life and their business. This may include case studies, testimonials, and demos of your software product.

For each of these stages, you’ll need to carefully plan and execute your marketing campaigns. It’s also important to keep an eye on your KPIs and optimize your funnel as you go, so that you can adjust your tactics to ensure that the most of your leads convert into paid customers. When you use a CRM solution that allows your sales and marketing team to work together, the process of identifying, nurturing, and converting prospects into loyal customers will be much smoother.

Learn how To build sales funnels

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