The slightly updated version of our top content piece for this year where we discuss teams and skills you need to build digital sales funnels. Plus as a bonus – a case study of how to quickly make smart funnel optimization decisions in your business.

1. Funnel 3.0
(and skills you need to build it
+ how to start playing with it)
Ewa Wysocka

2. What Is An Online
Conversion Funnel?
Introduction
The user journey on the internet, from the moment of first
contact with your brand to the moment of becoming your
client/customer.

3. Introduction
Web Development
Optimisation TestsUX/UI
Video
Social Posts
Analytics
Project Management
Email Marketing
KPIs
Content Marketing Marketing AutomationBotsWebinar
Lead Page Affiliate MarketingTarget Pages
Copywriting
Facebook Ads SEO
Blog Remarketing
CRM
Linkedin Adwords
YouTube
Instagram

5. Introduction
Introduction

6. Kuala Lumpur
Mindvalley
Introduction

7. Introduction

8. Digital Conversion
Funnel v1.0
2003—20081

9. Traffic Sales Payment
Funnel v1.0
Google
Adwords
SEO

10. Funnel v1.0
KPIs Of Funnel v1.0
1 2
Cost Per Click
(CPC)
Customer Acquisition
(CAC)

11. Crucial Skills Needed To Build
Conversion Funnel v1.0
Funnel v1.0

12. Funnel v1.0
#1
Sales &
Marketing
Psychology ⚬ Sales triggers
⚬ Building relationship with prospect

13. Funnel v1.0
#2
Performance
Copywriting
⚬ Writing a sales letter
⚬ Headline writing
⚬ Ads writing
⚬ Storytelling in the copy

14. Crucial Team For Funnel v1.0
Funnel v1.0
Online
Marketing
Manager
Copywriter
Web
Developer

15. Turning
Point
~ 2007
Costs of digital
marketing are rising
1
Scammers cause loss
of trust among online
shoppers
2
Funnel v1.0

16. Funnel v1.0

17. Digital Conversion
Funnel v2.0
2007—20152

18. Traffic Content
Lead Nurturing
Sales
Funnel v2.0
Adwords
SEO
Facebook
Affiliates
Lead Page
Lead Acquisition

19. Funnel v2.0
2 3
Lead Acquisition
Cost (CPL)
Customer
Acquisition (CAC)
KPIs Of Funnel v2.0
1
Cost Per Click
(CPC)

20. Crucial Skills Needed To Build
Conversion Funnel v2.0
Funnel v2.0

21. Funnel v2.0
#1
Lead Campaign
Building
⚬ Evergreen lead campaign building
(classic lead magnets, like e-books)
⚬ Real-time lead campaigns (webinars)

22. Funnel v2.0
#2
Marketing
Automation
⚬ Automating lead acquisition
⚬ Building lead nurturing campaigns
in different autoresponder systems
⚬ Page builders
⚬ Chat systems

23. Funnel v2.0
⚬ CTA placement
⚬ Elegant but intuitive design
(can improve conversion by 20%)
⚬ Dynamic elements (like videos)
#3
Website
UX & UI

24. Funnel v2.0
⚬ Setting up ads on advertising
channels (which got more complex!)
⚬ Building campaigns on “DISCOVERY”
type of channels like FACEBOOK,
YOUTUBE, etc. (especially for new and
unknown brands)
#4
Traffic
Campaign
Management

25. Crucial Team For Funnel v2.0
Funnel v2.0
Marketing
Manager
Paid Traffic
Manager
Copywriter
Web
Developer
Video
Producer
UI/UX
Designer
Graphic
Designer
Content
Manager
Data
Analyst

26. Turning
Point
~ 2015
Costs of digital advertising
are rising
1
Email marketing
effectiveness drops
2
Funnel v2.0

27. -30%
Funnel v2.0

28. Digital Conversion
Funnel v3.0
2016 — to date3

29. Content
First!
Funnel v2.0

30. Traffic Content
Lead
Nurturing
Sales
Funnel v3.0
Adwords
SEO
Facebook
Affiliates
Lead Page
Lead
Acquisition
Content
Warming Up
Traffic
RMK RMK RMK

31. 5% 9% 80%
Traffic Application
Adwords
SEO
Facebook
Affiliates
Webinar LP
Lead Acquisition
60%
Webinar
Lead
Nurturing
Content
Warming Up
Traffic
35%16%
RMK
RMK
Pre-Qualifying
Sale

32. Funnel v3.0
KPIs Of Funnel v3.0
1 2
Content Consumption
Cost (e.g. CPV)
Cost Per Click
(CPC)
3 4
Lead Acquisition
Cost (CPL)
Customer Acquisition
Cost (CAC)

33. Crucial Skills Needed To Build
Conversion Funnel v3.0
Funnel v3.0

34. Funnel v3.0
#1
Ungated Content
Campaign
Building
⚬ Designing content campaigns
that support customer acquisition
(content campaigns should be designed
strategically to warm up audience
for upcoming lead and further sales
campaign and as result decrease CAC)
⚬ Video scripting & production
(sending traffic to native videos on
Facebook/YouTube is relatively cheap,
distributes well and creates great target
group for further remarketing campaigns)

35. Funnel v3.0
#2
Project
Management
⚬ Managing several digital marketing
processes at the same time
⚬ Working with a variety of different
specialists (from creatives to IT
specialists)

36. Funnel v3.0
#3
Traffic
Campaign
Execution
(Remarketing)
⚬ Campaigns are getting even
more complex due to usage
of remarketing techniques
(there are more and more
audiences and exclusions)
⚬ Different channels crossover

37. Funnel v3.0
#4
Data Reporting &
Analysis
⚬ Understanding attribution
models (channels crossover and
each of them play a role in funnel)
⚬ Analysing content performance
(different metrics to understand
effectiveness of content campaigns)

38. Funnel v3.0
#5
Digital
Transformation
⚬ Moving databases from one
automation system to another
(new systems offer a better
marketing edge)
⚬ Migrating content to new
platforms (in order to improve
functionality, tracking, brand
perception or SEO)

39. Funnel v3.0
Web Development
Optimisation TestsUX/UI
Video
Social Posts
Analytics
Project Management
Email Marketing
KPIs
Content Marketing Marketing AutomationBotsWebinar
Lead Page Affiliate MarketingTarget Pages
Copywriting
Facebook Ads SEO
Blog Remarketing
CRM
Linkedin Adwords
YouTube
Instagram

41. Crucial Team For Funnel v3.0
Funnel v3.0
Copywriter
Sales
Agent
Video
Producer
UI/UX
Designer
Graphic
Designer
Data
Analyst
Marketing
Automation
Specialist
Marketing Manager
(full brain marketer)
Traffic
Manager
Content
Manager
Web
Developer

42. Funnel v3.0
286
Skills You Need
To Build The
Funnel
40 skills
32 skills
20 skills
30 skills
30 skills
25 skills
30 skills
16 skills
35 skills
Leadership & Management
Sales & Marketing Psychology
Ungated Content Campaign Building
Lead Campaign Building
Sales Campaign Building
Marketing Automation
Website UX/UI
Copywriting
Traffic Campaign Management
Data Reporting & Analysis 15 skills
Digital Transformation 15 skills

43. Funnel v3.0

44. Funnel v3.0
90%
80%
60%
80%
90%
90%
80%
60%
60%
70%
Marketing
Manager
Leadership & Management
Sales & Marketing Psychology
Ungated Content Campaign
Building
Lead Campaign Building
Sales Campaign Building
Marketing Automation
Website UX/UI
Copywriting
Traffic Campaign Management
Data Reporting & Analysis
Digital Transformation 70%

45. Funnel v3.0
70%
90%
50%
50%
70%
50%
50%
70%
90%
90%
Traffic
Manager
Leadership & Management
Sales & Marketing Psychology
Ungated Content
Campaign Building
Lead Campaign Building
Sales Campaign Building
Marketing Automation
Website UX/UI
Copywriting
Traffic Campaign Management
Data Reporting & Analysis
Digital Transformation 50%

46. Funnel v3.0
80%
80%
90%
50%
30%
60%
50%
70%
30%
50%
Content
Manager
Leadership & Management
Sales & Marketing Psychology
Ungated Content Campaign Building
Lead Campaign Building
Sales Campaign
Building
Marketing Automation
Website UX/UI
Copywriting
Traffic Campaign
Management
Data Reporting & Analysis
Digital Transformation 70%

47. How To PLAY With
Funnel Stuff
– a case study of
Company X4

48. Who is
Company X?

49. Funnel v3.0
Company X
⚬ B2B online education for CEOs &
Executives
⚬ Very sophisticated courses
⚬ High ticket items
⚬ Tried multiple “agencies” to get results

50. ?Challenges Of
Company X

51. #1
Online sales stagnated
and started going
down

52. #2
Paid traffic campaigns
were too expensive
and hard to scale

53. 1What’s Happening?
step

54. 0.1% 12% 16%
Traffic Webinar
Lead Nurturing
Adwords
SEO
Facebook
Affiliates
Lead Pages
(Webinar)
Lead Acquisition
22%
Sales
Via Direct Contact

55. #1
Initial growth
was due to
affiliate/partner
traffic
For the first two years of
existence, Company X was
getting lots of inexpensive,
warmed up traffic from email
lists and social media campaigns
run by their powerful partners

56. #2
Every sales
needed direct
contact with
client
x 150
x 34

57. #3
Poor content
marketing and
not very engaged
social audiences
Social media run by external
agency; blog run mostly for SEO
purposes; results of content were
not tracked and measured

58. 2Define
Optimisation Strategy
step

59. Check the ratio of
LTV to CAC
Tip #1

60. Optimal:
LTV > 3 x CAC

61. LTV < CAC LTV = CAC LTV > CAC

62. This formula does not always apply. Like
when there are obvious technical issues or
when the person responsible to set
something up doesn’t know what the hell
they’re doing...
Watch out!

63. LTV < CAC LTV = CAC LTV > CAC
Company X:

64. 3Choose
Optimisation Points
step

65. 0.1% 12% 16%
Traffic Webinar
Lead Nurturing
Adwords
SEO
Facebook
Affiliates
Lead Pages
(Webinar)
Lead Acquisition
22%
Sales
Direct On The Phone

66. 0.1% 12% 16%
Traffic Webinar
Adwords
SEO
Facebook
Affiliates
22%
SalesLead Pages
(Webinar)
Lead Acquisition

67. 0.1% 12% 16%
Traffic Webinar
Adwords
SEO
Facebook
Affiliates
22%
Lead Pages
(Webinar)
Lead Acquisition
Sales
Direct On The Phone

68. 4Suggest Changes
And implement them :)
step

69. Tip #2
Look into elements of
strategy (persona, market)
to get ideas on how to optimise funnel
elements

70. Company X Persona: CEOs & Executives
of mid-market companies
Goal Challenge

71. Competitive
What’s the
bottom line?
Spontaneous
Why should I choose
you now?
Methodical
How does your process
or product work?
Humanistic
Who used your solution
to solve my problem?
LOGICAL EMOTIONAL
FASTSLOW
Let’s look at
personality
types

72. Sales Strategies That Work On Those Types
Exclusivity Rivalry/Competition

73. 0.1% 12% 16%
Traffic Webinar
Adwords
SEO
Facebook
Affiliates
Strony Zapisu
(Newsletter i Webinar)
22%
Sales

74. Call
With only the reluctant
applicants
Selection & Decision
E-mail with decision and
checkout link
Application PageWebinar

75. x 50
x 150
x 150
x 34
Before: After:

76. Level 4
Want your
product – just
waiting for the
right occasion
to buy
Level 3
Understand
product
segment –
choosing
Level 2
Have vague
idea about
product
segment –
open to ideas
Level 1
Unhappy
person (has
a problem)
Persona
awareness level
towards this
product segment

77. The lower the AWARENESS level,
the more important it is to put
content first

78. 12% 16%
Webinar
Rozgrzewanie
Leada
22%
Sprzedaż
Za pomocą kontaktu
bezpośredniego
0.1%
Traffic
Adwords
SEO
Facebook
Affiliates
Lead page
(Webinar)
Lead Acquisition

79. Traffic
Adwords
SEO
Facebook
Affiliates
Content
Warming Up Traffic
Lead Page
(Webinar)
Lead Acquisition

80. Traffic
Adwords
SEO
Facebook
Affiliates
Content
Warming Up Traffic
16%
Content
was watched
by over 100k
viewers (FB &
YouTube)

81. 35%
x3 more Webinar
subscribers
Lead Page
(Webinar)
Lead Acquisition
Webinar
Lead Nurturing

82. 5% 9% 80%
Traffic Application
Adwords
SEO
Facebook
Affiliates
Webinar LP
Lead Acquisition
60%
Webinar
Lead
Nurturing
Content
Warming Up
Traffic
35%16%
RMK
RMK
Pre-Qualifying
Sale

83. 300%+

84. LTV > 2 x CAC

85. 4Come Up With
Optimisation Ideas +
Implement
Steps
3Choose Optimisation
Points
2Choose Optimisation
Strategy
(based on CAC to
LTV ratio)
1Understand What’s
Happening
(and how funnel is
built)

86. 2. Look into strategy fundamentals, to
get ideas on funnel optimisation
(persona, market, USP)
Tips
1. Measure LTV to CAC first
(based on this define how you will be optimising
and if you SHOULD even be messing with the
funnel)

87. Ewa Wysocka
ewa@tribe47.com
+48 794 725 309
Marcin Szychowski
marcin@tribe47.com
+60725369329

88. If you want more sign up for
Consulting Session
with Ewa & Marcin
Tribe47.com/consulting