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How to measure results in the marketing sales funnel

With the marketing funnel you accelerate sales and see your company's profitability rise

The marketing funnel is a very practical way to visualize the customer's purchase journey and understand how they relate to your brand until the moment of conversion.

It is the opportunity for you to generate value for a wide audience, directing them naturally to your products and services.

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Do you know how to measure the results of your marketing funnel?

Many companies still get lost when measuring results from the marketing sales funnel. Therefore, in this post we will show you the “path of stones”. See below:

How to measure results in the marketing sales funnel

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The Three Stages of the Marketing Sales Funnel

As you know, the marketing sales funnel has three main stages: top, middle, and bottom funnel, each with its own characteristics.

  • At the top of the marketing funnel you have a huge audience, that is, your target audience.
  • In the middle of the funnel you have leads in constant interaction with your brand, looking for information on how to solve a problem or need.
  • At the bottom of your marketing funnel you have qualified leads ready for conversion.

And how to measure results in these three stages of the sales funnel?

1- Marketing funnel top

As you are focused on attracting the attention of different profiles of people and converting them into leads, your performance indicators are also broader or more generic.

Therefore, at the top of the funnel you should analyze the number of unique visits to your company's website, blog or landing page, as well as the number of content shares, the most accessed pages, and the number of subscriptions and the return rate of visitors.

These numbers tell you what type of strategy is most effective in attracting and converting leads, where you can improve, and which channels are most effective in this process.

2- Means of marketing funnel

In the middle of the funnel, the number of people in contact with your brand decreases, but you know that whoever is at this stage has some real interest in what you are offering. In this case, lead nurturing is the key to good performance.

Therefore, you should measure the lead conversion rate, the source of traffic from these leads, which content converts the most, and the acquisition cost of each lead.

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By measuring results in the middle of the sales funnel, you can identify which channels convert the most, which content contributes the most to business results, what are the main questions and problems of your customers and how to accelerate your sales cycle through the right content.

3- Marketing funnel fund

With qualified leads you can now pass the ball to the sales team to make the first contact, but you still need to measure some results to make sure these leads will yield good customers.

The quality of these leads, that is, their affinity with the business persona; the cost of acquiring customers; The return on investment and lifetime value are some of the metrics you should define to measure the results of your inbound sales strategy and verify if you are succeeding in the objectives outlined in your strategic planning and how it is reflected in the marketing funnel. techedict.com

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