### 날짜 : 2023-10-27 10:53 ### 주제 : Sales Funnel #마케팅 #영업 #브랜딩 #공부 #사업 #광고 ---- ### 메모 > The sales funnel, also known as the **purchase or conversion funnel**, represents the journey that potential customers take from initial awareness to making a purchase decision. It's a model that helps businesses understand and optimize the customer's path to conversion. **1. Stages of the Sales Funnel:**  **1.1. Awareness (Top of the Funnel - TOFU):** - **Objective:** In the awareness stage, the goal is to attract the attention of potential customers and make them aware of your brand, product, or service. - **Tactics:** Content marketing, social media marketing, search engine optimization (SEO), advertising, and public relations efforts are used to create brand visibility. - **Key Metrics:** Key performance indicators (KPIs) for this stage include website traffic, social media engagement, and the number of leads generated. **1.2. Interest (Middle of the Funnel - MOFU):** - **Objective:** Once prospects are aware of your offering, the interest stage aims to deepen their engagement and nurture their curiosity. - **Tactics:** Educational content, email marketing, webinars, and lead nurturing campaigns provide valuable information and build trust. - **Key Metrics:** Metrics in this stage include click-through rates on emails, engagement with content, and the conversion rate of leads to marketing-qualified leads (MQLs). **1.3. Consideration (Middle of the Funnel - MOFU):** - **Objective:** In the consideration stage, potential customers are actively evaluating your product or service and comparing it with alternatives. - **Tactics:** Case studies, product demos, free trials, and personalized content help prospects make informed decisions. - **Key Metrics:** Conversion rates from MQLs to sales-qualified leads (SQLs), engagement with product demos, and interactions with comparison content. **1.4. Intent (Middle of the Funnel - MOFU):** - **Objective:** In this stage, prospects demonstrate a strong intent to make a purchase, often requesting quotes or pricing information. - **Tactics:** Sales presentations, consultations, and addressing specific objections become crucial in the decision-making process. - **Key Metrics:** Conversion rates from SQLs to opportunities or sales meetings, as well as engagement with pricing and quotation materials. **1.5. Evaluation (Bottom of the Funnel - BOFU):** - **Objective:** The evaluation stage involves the final assessment of your product or service, including its fit, features, and pricing. - **Tactics:** Personalized sales proposals, negotiation, and addressing objections in detail are critical. - **Key Metrics:** Conversion rates from opportunities to closed deals, sales cycle length, and win-loss ratios. **2. Lead Scoring and Qualification:** - **Lead scoring** assigns a numerical value to leads based on their behavior and engagement. It helps prioritize leads and determine their readiness to move through the funnel. - **Lead qualification** involves assessing whether leads meet specific criteria to become MQLs and SQLs. This ensures that sales teams focus their efforts on the most promising prospects. **3. Nurturing and Remarketing:** - **Nurturing** involves ongoing communication and engagement with leads who are not yet ready to convert. Drip email campaigns and targeted content help keep prospects engaged. - **Remarketing** involves showing ads to visitors who have previously interacted with your website or content, reminding them of your offerings and encouraging them to return and take action. **4. Funnel Optimization:** - Regular analysis of the sales funnel is essential for improvement. A/B testing, conversion rate optimization, and identifying bottlenecks help optimize each stage for better results. **5. Post-Purchase and Loyalty:** - The sales funnel doesn't end with a purchase; it extends to post-purchase stages where retaining and delighting customers become crucial. This includes upselling, cross-selling, and creating loyal brand advocates. **6. Attribution Models:** - Attribution models help businesses understand which marketing and sales touchpoints contribute most to conversions. Common models include first-touch, last-touch, and multi-touch attribution. **7. Sales and Marketing Alignment:** - Collaboration between sales and marketing teams is essential for a well-functioning sales funnel. Shared goals, regular communication, and feedback loops ensure a seamless customer journey. In summary, the sales funnel is a dynamic and multi-stage process that guides potential customers from initial awareness to making a purchase decision. Understanding and optimizing each stage, along with implementing lead scoring, qualification, nurturing, and remarketing strategies, are essential for successful sales funnel management. Additionally, post-purchase stages and attribution models contribute to overall sales and marketing effectiveness. ### 출처(참고문헌) - ### 연결문서 -