Defining the Marketing Funnel

Jan 25th, 2010 | By | Category: Marketing Professional Services, Practice Building With Backend Sales

Lets spend a little time talking about the Marketing Funnel. Some of you might have heard the term but are a little confused on the specific tiers of the “funnel”, others might be scratching your heads thinking what in the Sam Hill is he talking about?

A marketing funnel is a visualization of the sales process, broken down into several distinct but equally important tiers that represent every part of the courtship of new clientele.  There are quite a few different ideas about how many levels should be included and what they should be called floating around the internet. Now you get to hear mine. I know, I know. You’re welcome.

The funnel begins with prospective clients. The entire untapped market segment. Lets call them the ball. From here step two seems pretty obvious, initial contact. This is where your website or, let’s say, your team comes into play. This is a pretty diverse segment. You have a bunch of different players on your offensive line whose only purpose is to get the prospective clients aka the ball all the way down the field to the sale. They are your newsletters, opt-in emails, site membership programs, affiliate marketing etc…

Now you have possession, and you’re gaining yards. The prospects are now your leads. Maintain contact. Keep your relationship with the ball strong.

You’re on a roll. Heres where your front-end products come into play. Your leads are now customers. TOUCHDOWN! Now break out the special teams and score an extra point conversion. Or in non-football speech, always maintain strong relationships with your clients and move them on to your back-end services. From here on out its about maintaining those relationships and continuing to score.

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  1. […] Defining the Marketing Funnel | Kirk’s Blog kirk-ward.com/defining-the-marketing-funnel – view page – cached Lets spend a little time talking about the Marketing Funnel. Some of you might have heard the term but are a little confused on the specific tiers of the […]

  2. Good post! Here I am thinking of those pep rally funnel cakes, but actually your presentation of funnel is much more useful.

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