Case Study
Funnel Build-OutFunnel build-out
Building an End-to-End Marketing Funnel
Building a marketing funnel is essential for guiding potential customers through a structured journey, starting from initial awareness and interest to eventual decision-making and purchase. By strategically designing each stage—awareness, consideration, and conversion—businesses can nurture prospects by providing relevant information, addressing pain points, and building trust. A well-crafted funnel ensures that each interaction moves prospects closer to becoming loyal customers, aligning marketing efforts with customer needs and driving sustainable growth.
Funnel Build-Out
Developing an End-to-End Marketing Funnel to Convert Leads
Challenge
An established business financing company was experiencing stagnating sales that were being driven by paid digital ads and a simple landing page form. MQLs, defined as filling out an online form, were processed through a call center in order to convert leads to sales. Increased digital ad spend was not resulting in increased revenues. The company was looking to increase both the number of MQLs and the conversion rate of MQLs to SQLs to customers.
Solution
Enhanced marketing processes were put into place to improve the prospect experience throughout the marketing funnel. At the top of the funnel, the company’s website was built out to provide more information to prospective customers. The content on the website was also optimized for SEO results. Paid ads were realigned to drive prospects to informative landing pages with online forms. An automated email journey was integrated into the call center process to provide the prospective customer with additional information and to introduce the call from the call center. Depending upon the outcome of the sales call–reached with sale, reached with no sale, or not reached– the prospective custome was funneled into one of three different customer journeys which were structured to continue to move the prospect from SQL to customer.
THE RESULTS
Traffic from organic search sources accounted for an increase of 18% in traffic to the enhanced website in the first 12 months. More importantly, visitors to the website from organic search were approximately 2x more likely to fill out the online form than visitors driven to the site via paid ads. Successful first contact rates for the call center also increased from less than 20% to over 38%. At the bottom of the marketing funnel, the company was able to convert an additional 22% of prospects into customers through the enhanced customer touchpoint program that was established. Previously, these prospective customers did not receive any contact after the first attempted calls from the call center.