As a side note, while getting negative feedback rarely feels good, I want to encourage you to view feedback the way I do: as a priceless opportunity to improve and grow your business. Complaints and criticisms give you important signals that you need to make changes or else risk losing business from frustrated customers. Read this article to learn more: What Should You Do When People Complain About Your Product or Service?
Content that introduces the company and intrigues potential customers enough to move to the next stage of the buying process. For example, a Facebook post called “Behind the Scenes at Molly Marketer’s Company. This works especially well if you have a company with a corporate citizenship mission, such as selling sustainable, environmentally friendly goods.
Suppose your furnace goes out in the middle of winter. Your problem is obvious: you need a new furnace. And the solution is easy — you need to call HVAC providers in your area for quotes. But say you need a new car. Should you look for an SUV, a compact car or a mid-size sedan? Even vaguer still, if you’re frustrated with how much your accountant is charging you to do your business’ taxes, you might not even be familiar with all the different solutions, like cloud-based accounting services.
Matt Ackerson founded AutoGrow (Petovera Inc.) in 2010 as a conversion-focused web design agency. The company has since worked one-on-one with over 500 customers and clients to create their sales funnels. Matt is a graduate of Cornell University. He and AutoGrow have been featured in Techcrunch, Forbes, Inc, Venture Beat, Mashable, and Popular Science among others. He and the team write in-depth articles on digital marketing, sales funnel design, and also offer an advanced funnel training course here on AutoGrow.co

The sales funnel metaphor is somewhat misleading; in real life, the process never goes as smoothly as liquid down a funnel. In the last decade, digital marketing, artificial intelligence (AI), and CRM have drastically changed the process of converting new leads into customers. Given this, it’s increasingly important that business-to-business (B2B) sales and marketing teams are aligned in their views on a sales funnel strategy and lead generation as a whole.
For instance, if you’re running an accounting business, at this stage your leads would be comparing plans offered by different service providers. They might need resources like how to evaluate the landscape of accounting services (i.e. whether to hire a solo accountant, an agency, etc.), pricing guides (so they know what ballpark rates are), or how to choose an accountant.
Principle of commitment & consistency -- When people commit to something, they're far more likely to purchase from you. That's why getting them to agree to something like a free + shipping offer or by agreeing with something you've said in some way. This is a powerful principle in sales and if you pay attention to some of the best marketers in the world, you'll notice that they work fervently to get your commitment to something, even if it's very small in the beginning. 

Suppose your furnace goes out in the middle of winter. Your problem is obvious: you need a new furnace. And the solution is easy — you need to call HVAC providers in your area for quotes. But say you need a new car. Should you look for an SUV, a compact car or a mid-size sedan? Even vaguer still, if you’re frustrated with how much your accountant is charging you to do your business’ taxes, you might not even be familiar with all the different solutions, like cloud-based accounting services.
“Aligning marketing and sales during the sales funnel does more than just align the teams — it creates better business outcomes,” said Mathew Sweezey, Principal of Marketing Insights at Salesforce. His stance is validated by a SiriusDecisions study that found brands with tightly aligned sales and marketing operations achieve 24% faster three-year revenue growth and 27% faster three-year profit growth. The three easiest ways to ensure marketing and sales alignment will succeed is a common language, co-created shared programs, and a policy to abide by a service level agreement.

Newsletters: Another effective engagement tactic is a regular newsletter. It’s typically delivered via email and focuses on delivering helpful information with a mix of incentives to encourage additional purchases. The newsletter conveys less of a salesy feel than email marketing content, so it can be a more inviting way to stay connected to your customers. Email marketing software, such as Mailchimp, can be used to execute both email marketing and newsletters.
First, a common language needs to be set up to ensure marketing knows when a lead should be moved from marketing’s control, and placed in the sales funnel. There are two terms, "marketing-qualified lead" (MQL) and "sales-qualified lead" (SQL) or “sales-accepted-lead,” which all sales funnels must embrace to keep both teams aligned. When marketing has a lead ready to talk to sales, the lead should be marked as an MQL, meaning marketing has gotten it to the point where they believe sales should take over. If sales agree the lead is sales-ready, they accept the lead and move it from MQL to SQL (or SAL), and the handoff is complete. If not, the lead goes back to marketing.
Entry sources – Monitoring the sources from which people are entering your funnel can be useful data to track, as it gives you ideas for expanding the reach of your marketing campaigns. If, for example, you see that a large number of your prospects are coming from a single guest blog post you did, you can upgrade and expand on it, add a free consultation opportunity on that blog post, and/or find similar guest author positions.
There are a number of different tools on the market today to help you track these and other metrics, though for most businesses Google Analytics represents the most comprehensive, easy-to-implement solution. Since it’s free, use the service’s funnel-tracking tools until you determine that you need something more advanced and then move on to another sales analytics program or a complete marketing automation program.

As you can probably imagine, this sort of thing is particularly frustrating if you’re selling an expensive product or service, but you can even see it happen with something as simple as deciding where to go for lunch. For example, if you’re hungry and in a hurry, you might pick the closest restaurant. But, if a friend asks where you’re going and says, “Oh, that’s where I got food poisoning last week”, there’s a good chance you’ll end up going somewhere else.
On the contrary, if your new customers are welcomed by a thoughtful onboarding process, personal attention and are educated about all the resources they are going to be needing to use your product successfully, they’re more likely to confirm to themselves that they made the right choice. And when they’re confident, they’re more likely to pass on their satisfaction to others in the form of product endorsements and recommendations. This further leads to increased brand advocacy.
As with other steps in the sales funnel process, this one can take a while, but it’s a necessary evil, or benefit, depending on how comfortable you are creating and editing videos.  You can easily start out by creating a few simple videos that introduce yourself and your course to help establish your topic authority and create some awareness.  You can create a handful of brief videos that cover a simple topic. Whatever you are comfortable with. 
Say you’re into cycling and you’ve decided to purchase Trek’s latest Emonda line road bike. You read a few less-than-positive reviews online, but brush them off on the understanding that all Internet comments should be taken with a grain of salt. After all, people only review products and services that they absolutely love or absolutely hate – but most customers fall somewhere in between.
An exit pop-up. This is a powerful way of redirecting prospects who seem intent on, well… exiting off of the page. Sometimes that pop-up may contain a special deal and other times it may re-communicate the benefits of what’s on the page. We’ve found that using lead magnet exit pop-ups (as on the template above) is one of the best ways to keep traffic flowing into your funnel.
Beyond terms and process, one of the best ways brands can align both sales and marketing is through shared programs such as account-based marketing (ABM) and lead nurturing. In 2018, Salesforce Research found high-performing marketing organizations to be 1.5x more likely to use ABM methods, and 1.9x more likely to use lead nurturing than underperforming marketing organizations. They are “shared programs” since both marketing and sales should work together to create them. Marketing handles the technology and setup while sales pick the targets and help create the content. Sharing in the creation of the programs allows sales to feel ownership of the programs, increasing their use and overall effectiveness.

Exits from stage – Similarly, seeing an excessively high number of people falling out of a particular stage is an indication that you aren’t doing enough to answer their questions or you’re asking them for too much of a commitment too early. Add more content to give them the information they need to move forward or make it easier for people to convert (e.g. don’t ask for a phone number when they’re downloading a certain e-book).
Beyond terms and process, one of the best ways brands can align both sales and marketing is through shared programs such as account-based marketing (ABM) and lead nurturing. In 2018, Salesforce Research found high-performing marketing organizations to be 1.5x more likely to use ABM methods, and 1.9x more likely to use lead nurturing than underperforming marketing organizations. They are “shared programs” since both marketing and sales should work together to create them. Marketing handles the technology and setup while sales pick the targets and help create the content. Sharing in the creation of the programs allows sales to feel ownership of the programs, increasing their use and overall effectiveness.
Of course, if you're going the paid ad route, you could also use Facebook and Google re-targeting to keep that awareness and interest level high. For example, if you've ever noticed after leaving a particular website, that you begin to see their ad everywhere, there's a particular reason for that. Especially if they've already entered your sales funnel, this is a very powerful way to get them to act.
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