by: Stephanie Lanik
- Your leads don’t consistently follow the shape of the funnel.
- Your leads have dried up entirely.
- The quality of your leads has declined, or lead quality is inconsistent.
- You’re generating a lot of qualified leads but very few are becoming MQLs.
- Leads are getting lost during the handoff between internal teams.
- Not enough growth in accounts after the first sale.
Now let’s get started by looking at the three stages of the funnel: Top of the Funnel (TOFU), Middle of the Funnel (MOFU), and Bottom of the Funnel (BOFU).
TOFU Leak: You’re Not Targeting the Right Audience
However, if you are losing too much interest early in the sales process, it’s time to evaluate the type of leads and prospects you are bringing into your sales pipeline and the type of content and messaging you are using to get them there.
FIX: Re-evaluate Your Buyer Persona
When you build out the buyer’s journey, think too about potential flaws in your system that make it hard for a prospect to do business with you. You want to make sure that there are no roadblocks blocking your prospects from engaging with your team at every stage—making it as easy as possible for your visitors to get into the funnel.
FIX: Optimize Your Marketing Content and Messages
It’s best to keep your message clear and simple. Eliminate the clutter. Focus on your best value proposition (designed to attract your ideal buyer), and limit the number of choices you force upon your customers. Create a seamless multi-channel experience for your leads so they know what action to take on every platform—ultimately increasing your open rates.
MOFU Leak: Your Leads Aren’t Converting
The middle of the funnel (Interest/Engage Phase) is the point where sales and marketing are supposed to come together to inform and guide potential customers to make a decision on whether your solutions are a good fit for their needs—or not. This is where all of that good nurturing work happens, warming those leads so you can hand them off to sales reps to close.
However, if your leads are slipping through the crack because your process does not inform, respond to and support the customers’ decision making effectively, you should give it some serious focus.
FIX: Refine your lead nurturing strategy
Quick and timely follow-up is important. In fact, according to Harvard Business Review, one of the biggest mistakes brands make is failing to respond to leads quickly enough. Whenever a potential customer reaches out (with interest), they are looking for information and they are ready to interact. You need to be sure to act quickly in order to increase your chances of success.
FIX: Use a lead scoring process for better lead qualification
If you aren’t tracking and scoring your leads, you could be wasting time following up with the wrong leads, while valuable opportunities slip through the cracks.
Reaching Leads Faster Infographic
BOFU Leak: You’re Experiencing Difficulty Retaining Customers
However, if the baton is dropped at the handoff, deals will slip away before they close and customers will have a poor experience, leading to churn and missed opportunities.
FIX: Have a seamless customer handoff process in place
Wherever possible, improve your interactions with prospects. It’s the responsibility of both teams to create the optimal experience for your customers, from the beginning of the sales cycle through implementation. This provides comfort and security for your customers so they never feel lost during the process.
By perfecting these lead engagement techniques, your inbound leads will quickly become your newest customers. Bridge the gap between marketing and sales…
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