Marketing Content and the Sales Funnel

By Sandra Collins

This blog is about how to help buyers using informational content.

 

It can be helpful to use specific terms to describe potential buyers during the buying process (the “sales funnel”) so your team is referring to them consistently. There are numerous sets of terms one can use; following I’ll describe one set of terms you may find useful. (This one has some nuances; your particular process may be simpler.)

It’s best to align your communications with stages of the buying process. The communications approach is undertaken thoughtfully because, over time, marketing communications and sales processes have been transforming considerably from a “hard sell” to a “helpful sell.” For those of you who like to cut to the chase this can be a little frustrating, but it’s a result of our society now being able to access (and turn off) information on its own terms.

  • The Market – People who may at some point consider products/services in your area of expertise.
    Your Objective: It’s beneficial these days to make information available to a broad audience that wants to know more about your industry (your company’s areas of expertise), with the intent of being helpful to others and also to get your name and expertise out there.
  • Target Market – People with a set of similar characteristics who would benefit from your products and/or services. You don’t know them individually yet.
    Your Objective: Generally, you are thinking of these people when you share information about your areas of expertise because they would find it the most relevant. Your information helps them understand more about the products/services you know well, if they have some level of interest.
  • Potential Buyers or Prospects – People who are considering a purchase at some point. As they search for information, they are starting down the sales funnel.
    Your Objective: Your information helps potential buyers understand more about your areas of expertise, helps to educate them on their options, and some of it helps them to know your company better (but avoid sales pitches, which turn people off). You can also offer downloads, demos, or samples to help potential buyers to know more about your products/services, and to generate contacts and leads.
  • Contacts – People for whom you have at least one data point of information (name, email, etc.). You’ve obtained information about them using a method that causes you to believe that they may be part of your target market, although they’re not yet ready to buy; for example, they may have signed up to receive emails from you.
    Your Objective: You can continue to “nurture” contacts with communications because they have an interest in your topics. This is beneficial because they will know who you are if they get to the point of wanting to buy. However, you need to be careful not to use obvious sales pitches because if you are annoying they will go away.
  • Leads – Contacts who intend to purchase from someone. They know who you are and you know who they are.
    Your Objective: Your information at this stage should be more in depth, with the intention of helping leads to know you better and decide if you’re a fit with what they want. You can offer them more specific information on ways to purchase, and can also raise awareness and increase demand using campaigns.
  • Qualified Leads – Leads who are planning to buy and are in touch with you. These are sometimes separated into “Marketing-Qualified Leads” and “Sales-Qualified Leads.” This stage mostly is used if you interact with your leads directly and your buying process is lengthy.
    Your Objective: Here you’re working with them to assess if their plan to purchase is feasible, and how you can provide information about doing business with you. You want to be sure they understand you can help them solve their needs.
  • Opportunities – Qualified Leads whom you believe are ready to purchase and with whom you are sharing enough specifics about your company, products/services, and the transaction so that they are able to make a purchase decision. In many transactions this involves a quote or proposal.
    Your Objective: Ensure your communications are as clear as elsewhere in the process and have been presented in writing.
  • Customers – People who have completed the transaction.
    Your Objective: Continue to communicate with your customers. Welcome them and give them details on what comes next. Ensure they know all about your customer support program. Continue to nurture them in your communications process to keep them informed and engaged. As always, your primary objective is to obtain complete customer satisfaction.

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