Get top sales funnel strategies from some of the top digital marketers of the past couple years. Organized into top of funnel, middle and bottom (and beyond), these tips and quote will inspire not just your desire to optimize, but your strategy to do so.

1. Wishpond
Funnel Optimization
Tips
From the Top Marketing Minds

2. Top of Funnel
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3. ~
David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik
Source: Mckinsey.com
"In today’s decision journey, consumer-
driven marketing is increasingly
important as customers seize control of
the process and actively “pull”
information helpful to them.
Our research found that two-thirds of the
touch points during the active-evaluation
phase involve consumer-driven
marketing activities, such as Internet
reviews and word-of-mouth
recommendations from friends and
family."
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4. ~
Andrew J. Coate
Source: Community.Kapost.com
"The modern sales funnel looks less like a
well-defined funnel and more like a maze
of possible touchpoints.
On average, prospects receive ten
marketing touches through the course of
a successful buyer's journey (ending in a
closed deal). As buyers conduct more
independent research and the sales
funnel becomes less linear, responsibility
for much of the buyer's journey falls to
marketing."
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5. ~
Sherice Jacob
Source: crazyegg.com
"Expecting a sale from a new prospect is
like proposing marriage on the first date."
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6. ~
Daniel Reed
Source: square2marketing.com
"Make your content marketing strategy
seamless by starting with a carefully
planned content strategy. Decide in
advance what types of content to create
to lead prospects through the sales
funnel. Make sure to include content that’
s tailored to potential customers at
different stages of the buyer journey.
Planning ahead ensures that you’ve
covered all of your bases and makes
email follow-up process much easier to
execute."
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7. ~
Tomasz Tungus
Source: tomtunguz.com
"There’s a magical property to the classic
sales funnel SaaS startups use to evaluate
the effectiveness of their go-to-market
organizations: an increase in
effectiveness at any stage of a sales
funnel cascades through to the end
funnel.
But improvements to the early parts of
the funnel are more important than those
later in the funnel, because they
meaningfully improve key SaaS metrics
like cost-of-customer acquisition and
pay-back period."
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8. ~
Ryan Deiss
Source: Digitalmarketer.com
"Traffic is not a problem.
Google, Facebook, Pinterest, Twitter and
LinkedIn, [...]are lining up to sell you
targeted traffic. Your Search Engine
Optimization agency wants to send you
more traffic. Your Pay-Per-Click agency
would love nothing more than to send
you more clicks.
Become a master of a single, steady
traffic source. Stay focused on that traffic
source and, once mastered, add a second
and third traffic source."
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9. Middle of Funnel
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10. ~
Larry Alton
Source: Smallbiztrends.com
"Each stage of the funnel requires
different content to appeal to consumers
— because each stage corresponds to a
different frame of mind.
At each step, buyers need different types
of information to influence their
behaviors."
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11. ~
Andrew Nguyen
Source: Bizible.com
"Reduce uncertainty.
Audience segmentation reduces the
chance that your offer and content is
irrelevant to audiences. When you know
which offers are relevant, you can rule
that out and focus on other areas of
optimization, such as headlines and
copywriting."
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12. ~
Jonathan Dempster
Source: Convinceandconvert.com
"Deciding how you judge which point of
the sales process different customers are
at is essentially deciding what it means to
be sales ready. The more you can find out
about a website visitor, the closer you
can match their requirements with what
you can offer them."
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13. Bottom of Funnel (and Beyond)
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14. "When consumers reach a decision at the
moment of purchase, the marketer’s
work has just begun: the post-purchase
experience shapes their opinion for every
subsequent decision in the category, so
the journey is an ongoing cycle.
More than 60 percent of consumers of
facial skin care products, for example, go
online to conduct further research after
the purchase—a touch point unimaginable
when the funnel was conceived."
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~
David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik
Source: Mckinsey.com

15. "The questions your buyers have at this
point in their journey tend to be more
logistical.
It’s worth noting that 34% of B2B buyers
said the number of team members
involved in making a purchase decision
has increased. At the bottom of the
funnel, you want to provide content your
primary contact can share internally to
keep the purchase conversation moving
forward."
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~
Anne Murphy
Source: Kapost.com

16. ~
Brian Carroll
Source: b2bleadblog.com
"If your sales team is following up on
nurtured leads, give them
relevant/related talking points to use.
The first impression matters. So does the
second. So does every single touch after
that."
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17. ~
Singlegrain Team
Source: Singlegrain.com
"One of the first things a prospect is
going to want to know after they’ve
decided that a product might be useful is
whether they can trust the brand behind
it. The best way to do this is by
establishing domain expertise as a helpful
thought-leader.
But in the age of interconnectivity, being
helpful on a website or through a
newsletter alone isn’t enough. Prospects
want to see some serious community
engagement, and that’s where social
media kicks in."
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18. ~
Singlegrain Team
Source: Singlegrain.com
"Conventional wisdom tells us that many
relationships fail because couples stop
trying as hard once they settle into a
comfortable routine. This doesn’t work
well in the dating world, and it doesn’t
work well in business, either.
Once a prospect converts into a
customer, you need to keep offering
them helpful, resourceful content to keep
the relationship fresh and relevant."
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19. ~
Maurice Franks
“Loyalty cannot be blueprinted. It cannot
be produced on an assembly line. In fact,
it cannot be manufactured at all, for its
origin is the human heart - the center of
self-respect and human dignity. It is a
force which leaps into being only when
conditions are exactly right for it - and it
is a force very sensitive to betrayal.”
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20. Wishpond can help you optimize your
own business' sales funnel with landing
pages, online promotions, lead nurturing
software and marketing automation - all
in one place.
Check out our Free Forever plan today.
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