5 Simple Steps to Optimize Your Funnel
There is one thing common among the organizations that keep on growing and are consistently on top. It is that they are very particular about keeping a close eye on their numbers and data. These companies have a very clear set of goals and clarity about their funnel metrics. Thus, it is important to have a clear definition of your marketing funnel. It will turn out to be your best friend and will give you the numbers and data your company has set their eyes on. Just like any other friendship, this relationship too is a dynamic one. You need to consistently interact with the overall structure of the marketing funnel, and as it is deployed, you must make sure that it is constantly optimized.
According to our research, optimization of the marketing funnel happens in 5 layers. Let’s take a look at them.
1. Capture Highly Valuable Leads
The first layer of funnel optimization highlights the B2B marketers need to concentrate on capturing highly valuable leads by assessing how consumers get the information in the first place. Value propositions that echo with select factions will expedite the differentiation of the targets. This approach can be at its best when exemplified by optimization, management, and website design.
2. Content Optimization
Inside the second layer of the marketing funnel, the optimization starts to take place with 3 pronged content development strategies – (a) using a multichannel messaging tactic, (b) enhancing the overall positioning of thought leadership, and (c) categorizing the delivery of content.
3. Lead Qualification
This is the third layer of the funnel optimization. On an average, less than 30% of the B2B inquiries are fully qualified before being handed over to the sales team. This is not an ideal situation and must change.
4. Lead Nurturing
In this fourth layer of funnel optimization, the highlight is on making enhancements to the process of lead nurturing. Market studies have shown that just over half of the marketers actually verify genuine business leads before sending them to their respective sales teams.
5. Measuring Success
Once the funnel is optimized up to this stage, there is a significant change in the lead conversion rate. This change is more noteworthy when you realize that only a few of your competitors have actually identified and optimized their marketing funnel.
When you assemble these layers together, you are able to see how the company can use this model to develop a complete acquisition process.