sales team cold calling

Written by Laura Farkas

Updated October 19, 2023

How Lead Generation Sales Funnels for Customer Journeys

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Where Lead Generation Sales Funnels Fit in Your Marketing Infrastructure?

Integrating Lead Generation Sales Funnels with Overall Marketing Strategy

Conclusion

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There’s no doubt: lead generation is a driving force of business growth and success. Without leads you don’t have customers. Without customers you don’t have a business. So, to have a real business, and not just an imaginary one, you will need a solid strategy. Lead generation sales funnels are proven to work for every business. In this guide, we will explore the process of lead generation, with a specific focus on sales funnels. Whether you’re new to the concept or looking to enhance your lead generation strategies, we’ll provide actionable insights to help you optimise your marketing efforts.

The Process of Lead Generation in Sales

Lead generationcan ve symmarised as the group of  activities related to of attracting potential customers who have previously shown interest in your products or services. It includes identifying and nurturing leads through various marketing processes to drive them through the funnel. Here are some key steps of the sales lead generation and how to use them in your business:

  1. Understand Your Target Audience: Get to know your target audience by conducting market research and buyer persona development. This will help you tailor your marketing strategy to your ideal clients’ needs and wants.
  2. Create Useful and Engaging Content: Develop high-quality content that resonates with, empowers, and helps out your target audience. This can include blog posts, videos, eBooks, social media content, courses, podcasts, webinars, and the like.
  3. Implement Lead Capture Methods: Utilise lead capture forms, landing pages, and call-to-actions (CTAs) strategically on your website and other marketing channels to collect contact information from potential leads. If you never ask for their contact information, you will never get it!
  4. Nurture Leads: Your Clients Want a Relationship with You Implement lead nurturing email sequences, personalised messages, and targeted promotions to build relationships with your leads. Give them enough reason to go further down the sales funnel.
  5. Analyse and Optimise: Continuously monitor and analyse your lead generation efforts. Collect data on conversions, engagement rates, and lead quality to refine your strategies and improve results.

What is a Sales Marketing Funnel

sales and marketing funnel design

A sales marketing funnel is a visual representation of the customer journey, from initial awareness to final conversion and beyond; brand loyalty and referral score improvement. It provides a framework for understanding how leads move through different stages of the buying process. The typical stages of a sales marketing funnel include:

  1. Awareness: Leads become familiar with your brand and offerings through various marketing channels. They will find out about your brand, your offers, and the solutions you provide. Visibility is the most important aspect of this sales marketing funnel stage.
  2. Interest and Consideration: Leads show interest in your products or services, they consider it as a good fit for them, and consider your solution as an option. You will have to talk about the things that matter the most for your prospects when considering their options.
  3. Evaluation and Decision: Leads compare different solutions and brands, companies, packages. They weigh the benefits before making a purchasing decision. This is where you need to provide them with enough reasons to buy from you and not your competition.
  4. Action: Leads take action and turn into customers by making a purchase or completing a desired action, such as signing up for a free trial, or signing an agreement.
  5. Loyalty and Advocacy: Customers are vowed and become loyal to your brand, not even considering your competitions. They might become raving fans, shouting about your business and referring new leads.

How Sales Funnel Lead Generation Aids Your Marketing

Lead generation funnels can improve your conversion rate, get you better leads, and reduce the buying cycle. Here’s how it aids your marketing and sales efforts:
Targeted Lead Generation: By understanding the different stages of the sales funnel, you can generate leads and take them to the next step, increasing the chance of conversion.
Lead Qualification: As leads progress through the sales funnel, their level of interest and readiness to buy will become clearer. This allows you to focus your resources on qualified leads, improving efficiency. You can also divert leads with lower interest level to different marketing channels that are aimed at nurturing them. Segmenting your leads based on the level or interest is a powerful marketing method.
Personalisation and Segmentation: By tailoring your marketing messages and content to different stages of the sales funnel allows you to provide a personalised experience that resonates with leads’ needs and wants, improving your overall engagement and conversion rates.
Measurement and Optimization: Lead generation sales funnels provide a visual system for measuring and optimising your marketing efforts. By analysing performance at each stage of the funnel, you can identify bottlenecks and optimise conversion rates without having to spend more on your marketing.

The Benefits of Automated Sales Funnels for Customer Experience

Automating your sales funnels can benefit your leads and customers, as well as your business. Here’s how:

Streamlined Communication:

Automated email sequences and other messaging tools can ensure consistent communication with leads, delivering the right message at the right time. You will not be able to do the job alone, and it’s not the best use of your sales team’s time to follow up manually. It might have worked in the 20th century.

Personalisation at Scale:

Marketing Automation allows you to personalise your interactions with leads based on their behaviour, level of interest, demographics, priorities, and preferences. Your prospects will benefit from a tailored customer experience and will understand your business better.

Improved Efficiency:

Automated sales and marketing funnels can handle repetitive tasks, freeing up your team’s time and allowing them to focus on high-value activities and the leads that are ready to engage in a personal conversation.

Enhanced Lead Nurturing:

Automated email marketing and social media campaigns as well as personalised content recommendations can nurture leads throughout the buyer’s journey. They are great for building trust and improving the conversion rates. At the same time, they can help you qualify your leads with periodic quiz funnels.

Where Lead Generation Sales Funnels Fit in Your Marketing Infrastructure?

Lead generation funnels fit in the top of the funnel, but they can benefit your business at every stage. For example, you can create “check in quizzes” into the funnel to see what stage each prospect is in the buying journey or to tailor the messages to their specific needs and interests.

Moreover, you can use sales funnels to get your existing clients to try new products or services (upsell), too. So, while mainly used in the top and middle of funnel strategy, they have a place in the entire *customer lifecycle.

Creating an Effective Lead Capture Strategy

Cold calling and cold emailing have an average conversion rate of one to three percent. You have to be really good to get to 3 percent, though. So, would you pay the hourly rate of your employees to have a 1-3 percent success rate, or would you pay them to deal with qualified leads? That’s a question only you can answer. 

cold calling marketing

However, once you have a lead generation and lead capture system connected to your CRM system, your sales team can have a better closing rate, and can even become more motivated. It’s your responsibility to ensure that your sales team is not wasting their time. A lean organisation automates processes that are repetitive and eliminates waste. So, an effective lead capture system is essential for every organisation looking to grow and scale. 

The main purpose of lead capture is to generate awareness and interest. It can have a conversion rate of over 35 percent, which is much higher than that of  cold calling. 

Let lead generation pages take care of the top of the funnel, and your sales team pick up leads at the bottom of the funnel. This is a smarter, leaner, and more effective way of working. 

A lead capture form or page simply has one objective: to get permission from the prospect to contact them in the future. You will have to give them a good enough reason to part with their personal details. You will also have to gain their trust. So, your offer would better be something compelling. Basically, give them an offer they can’t refuse. 


Nurturing Leads for Increased Conversion

Not everyone who submits their details will be interested in buying from you. That’s OK and that’s life. After all, marketing is a numbers’ game. As long as you are aware of this, you will not be disappointed. 

Nurturing your leads through lead generation sales funnels will increase the percentage of prospects converting into leads and reduce the time it takes them to make a buying decision. In a way, you are just helping out your sales team. 

Let’s put it this way: if someone walks up to you on the street and offers to take your dog for a walk while you do the shopping for £10 per hour, would you let them? Of course, not. But if you had loads of helpful messages from them about managing your dog’s behaviour, you read their testimonials, found out about their story beforehand, you would probably ask them for the service yourself. That’s the difference between cold calling and sales funnels. 

 

Converting Leads to Customers

It takes about 11 interactions for someone to make a buying decision. That’s a lot of contact. And your sales team might not be big enough, or they might run out of time. 

At the final stage of the lead generation sales funnel, however, you will need to step in and give leads that reassurance, especially if you are selling high ticket courses or services. They need to see you, talk to you, and be a hundred percent sure that you will deliver. That’s where your sales team will come in. Not before. 

Optimising the conversion process starts with understanding the buyer’s journey. If you are a startup, there will be a lot of moving parts in the process, and the sales process three days down the road might be completely different from what you started with. It’s fine, and it’s normal. 

However, if you are already making sales, you will have to analyse the process to find out how you can make it leaner. We are constantly evolving and introducing new, simpler lead generation methods. While years back we offered things prospects could get anywhere else, we moved over to quiz funnels for lead generation. Almost all inbound leads that are not coming from referrals are taking one of our quizzes first. 

You might be shocked and ask why quizzes are different. The answer is simple: they are more personal. They answer the exact questions your prospect has. In a way, they enter the conversation that’s already going on in our prospects’ head. And they don’t go for the sale straight away. They help out with insights to make an informed decision. If you want to see our quizzes, head over to the “Free Resources” section at the top of the page. 

Integrating Lead Generation Sales Funnels with Overall Marketing Strategy

When it comes to building funnels, most people think of them as standalone systems. This is almost never the case. You need to have a sales infrastructure already for  lead generation sales funnels to work. And it needs to be seamless. 

That’s why we look at marketing as a jigsaw puzzle. Often, there’s only a couple of elements (LMNts) missing from the picture, but it is still not quite there. You might have invested a lot of time and money into putting the 9,989 pieces together, but – unless you find the remaining 11, you will not get the full picture. That’s why we love a good Marketing SWOT! It identifies those empty slots and helps us put the cogs back in the machine. 

jigsaw pieces digital marketing

Conclusion:

A Buyer’s journey is something you as a business owner or marketing specialist need to be familiar with. Understanding your ideal clients and mapping out their buying patterns will help you run leaner, more efficient, and more profitable marketing campaigns. If we can be a part of the journey, we will work with you to achieve your goals, understand the buying triggers, craft the brand messages, and identify opportunities. 

Resources:

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