We are passionate about funnels and how they can be optimised to help deliver sales growth and margin growth.
When we say 'funnel', we essentially mean the journey that potential customers go through on the way to purchasing from your business.
Most clients that we work with have some sort of funnel problem such as:
Misalignment between sales and marketing teams
Weak and/or unpredictable opportunity pipeline
Digital presence does not portray the brand at the right level
Propositions are not outlined clearly on the website
Technical issues with your digital presence
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We simplify the sales funnel (for B2B and Professional Services organisations) into three stages:
Top of funnel – where you drive awareness of your propositions. Think advertising, outbound/inbound campaigns, SEO, email marketing etc.
Middle of funnel – essentially, this is your website. This is where prospective customers will independently evaluate your proposition(s) before deciding whether to engage more deeply with you
Bottom of funnel – this is where the lead is known to you and you are engaged with the prospect to try and negotiate a sale
Looking at these stages, we always start (slightly counter-intuitively) at the middle. Why?
It’s usually the weakest part of the funnel
The bottom of the funnel is usually the part of the funnel that is working best at present
Investing time and effort in the top of funnel only makes sense if the lower parts of the funnel are optimised first
Fixing the middle of the funnel can deliver the following advantages
More leads and better quality leads are delivered to the bottom of the funnel, all with a higher purchase intent
Subsequent top-of-funnel investment gives better and more predictable results
It can expose potential for margin growth where demand for your products/services begins to outstrip your capacity
Once the middle of the funnel is fully optimised, we then work with clients to look at opportunities at the top of funnel with additional services such as:
Email marketing
SEO
Pay-per-click advertising
Email marketing
Content marketing
Video marketing
At the bottom of the funnel, we can offer additional services such as:
Design and content for pitch decks
Graphic design and content audits for bid responses
Video presentations for bid responses
In terms of the overall sales funnel, we offer further services such as:
Ongoing digital strategy
Website support and maintenance
Website technical performance optimisation
Analytics and monitoring of marketing performance
We also offer a similar process and set of services for organisations looking to optimise their recruitment funnels.