How Marketing Automation Transformed the Sales Funnel

Do you want to know how marketing automation has transformed the sales funnel? Yes?

Then, this post is for you.

We know that diamonds move forward from mine to shop. But, do you know how professionals carefully treat them for transforming from rocks to lavish jewels?

Likewise, businesses always try their best to convert prospects into customers and customers into long-term assets. It needs a long nurturing throughout the journey of your prospects from engagement to conversion. This process is known as a “conversion funnel.” One of the main goals of your business is to take help from a top-notch leading email marketing company to have the best possible funnels.

The conversion funnel automation offers another incredible benefit. The establishment and configuration of automated activities for funnels actually need you to provide your efforts in a pre-planned perspective.

You should also consider the interaction and engagement with your customers and prospects and how they influence their movement in the direction of conversion. According to a study, marketing automation was accelerating sales productivity by up to 14.5%. Moreover, it was also alleviating marketing overhead by 12.2%.

What is Conventional Sales Funnel?

When it comes to the traditional sales funnel, potential customers are directed to the usual awareness stages, decisions, interests, and activity. Such customers usually enter the sales funnel with the help of direct email campaigns, cold calls, or various other outbound strategies.

The next step is all about the interaction with the respective sales representative, who will direct potential customers throughout the rest of the process.

This communication strategy would enable an easy conversion from leads to potential customers that might lead to customers.

Moreover, sales representatives can easily manage the entire message process and properly personalize that to each and every prospect, even with the help of a small number of engagement channels.

When leads, prospects want to get any further information about the brand, products, or services, they could contact the sales representatives.

What are the basics of the Funnel?

It first starts with the conversion funnel. Actually, a large number of marketing professionals perceive funnels as online lead conversion strategies with four or five steps. In this process, the marketing efforts of a company direct prospects throughout the way towards successfully sales. Funnel Analysis is really an important part when it comes to a successful implementation of funnel strategies.

For instance, marketing strategies help potential customers in discovering the offerings of the respective company, make the desired action (like purchasing a product or service), and so on.

Many marketing professionals also incorporate post-sale strategies to encourage already converted customers to come back and purchase again and again. It’s obvious that each and every phase of the sales funnel becomes narrower than its former phase.

You should also remember that not each and every prospect, who is familiar with your offerings, would become a buyer. Even not every interested prospect would purchase your products and/or services. So, it’s very important to intact their interest throughout the entire sales process. Thus, you can ensure to some extent that your prospective customers don’t change their minds.

Now, let’s discuss the stages as well as automation possibilities of conversion funnel:

Awareness

The first stage actually emphasizes all the activities that will help marketing professionals to reach out to more and more new audiences and making them familiar with all offerings (products and/or services). Segmentation is an important step in this regard.

Remember, targeting an incorrect set of audiences would lower your site’s conversion rate that leads to wastage of your valuable investments and time.

In this scenario, you need to take help of your business website, newsletters, and different other content strategies to place your brand as the best alternative of whatever your prospects are using now.

It’s very important to create a strong contact with all your leads, enhance their interests towards your offerings, and encourage them to share their contact information with your site.

You need to specifically take care of graphics, layout, and these types of other web materials to accelerate your efforts. Hence, don’t forget to take help of a proper set of marketing templates and related tools, including email as well as landing page builders.

You should also start implementing various awareness activities, such as SEO or organic search, PPC campaigns, and various social media marketing strategies.

Before implementing automation strategies, you need to acquire leads as many as possible. More and more leads coming to your sales funnel means more chances of conversions.

Whenever audiences download your contents, you’d get their email ids. That means you’ll be acquiring more and more new leads. Don’t forget to use these email addresses to initiate a conversion automation strategy.

Now, the scenario is, leads are getting familiar with your brand and offerings and sharing their email address to listen to more about your products and/or services. It’s high time to encourage them and make them stick to your website.

Consideration

Now that you have started getting attention from your prospects. In this stage, you need to increase their interest as much as possible and provide them with thorough information regarding your products and/or services.

Thus, you can inspire your prospects to make smart buying decisions. Don’t forget to execute email campaigns and similar other strategies to accelerate their interest.

Don’t forget to include compelling images, attractive descriptions, highlighted discounts and promotions in your marketing campaigns.

The next two steps are about decision/action and retention. In the former one, you’ll guide your leads to go through the sales process. And the retention strategy is all about the execution of strategies to convert your customers into long-term, returning customers.

Featured image source: Freepik

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Published by Apoorv Bhatnagar

Apoorv Bhatnagar is a Digital marketer at Freshworks Inc. He generally writes about software that improve your marketing, sales or hiring process.

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