Software Sales Funnel
Loyal customers are more valuable than 100 leads and easier to sell to than acquiring new customers.
Don’t build your Sales funnel from the top down. Build it from the bottom up, like you’re building a Pyramid, and here’s why…
Loyal customers at the bottom of the funnel (Already Purchased) are closer and more willing to make a new purchase.
If you start at the top with awareness content, trying to create demand and generate net new customers but don’t have enough middle and bottom of funnel suspects in place, you can generate a ton of potential prospects, but you’ll have a hard time converting them to opportunities if you don’t have enough perceived value to help them consider you as an option. (This equals a longer sales cycle and a lower percentage of winning)
Examples of TOFU, MOFU, and BOFU content:
TOFU (Top of Funnel):
– Thought leadership
– Whitepapers
– Tech Briefs
– eBooks
– Social Posts
– Blog Posts
– Manuals
– Events
– Online Demos
– Surveys
MOFU (Middle of Funnel): There is some overlap with both TOFU and BOFU
– Solution/Product/Service pages
– Webex/Teams/Webinars
– Use Case studies
– Company overviews/ capability docs
BOFU (Bottom of Funnel):
– Call to Action to book specific demo, Proof of Concept or Consultation
– Customer Testimonials
– Use cases/Case studies
– Comprehensive comparisons
– Details to differentiate from competitors, stand out as evidently the best choice
Once the lead is considered an opportunity, then it goes into the pipeline. However, if you create opportunities too soon without performing a thorough Discovery Call and Hyper-Qualifying them your pipeline conversion report looks like dung.
Focus efforts on Account Maintenance, creating net new opportunities with your most loyal customers.
Jerry Lang
