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How To Connect AdRoll / RollWorks
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Searching for a specific account to view their Activity
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Running a Sales/Pipeline Review with CaliberMind
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How Is CaliberMind Different From My CRM Attribution?
CRM Campaign Member Status and Campaign Response Best Practices
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Remove a BigQuery User within CaliberMind
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How Do I Optimize Advertising Spend?
Campaign Best Practices Across Systems
Add BigQuery Users within CaliberMind
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How do I use CaliberMind to shorten our sales cycle?
Answering Business Questions Using CaliberMind Reports
Which of my leads are the most engaged?
Creating Formulas Based on Criteria and Conditions (Filters)
Why Is CaliberMind ROAS or ROI Different Than My Ad Platform?
Dashboard Function Reference
Introduction to Formulas - Start Here!
How Do I Know If a Campaign Is Good or Bad?
Using Quick Functions
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Working in CaliberMind Insights
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Creating a Custom Pipeline Dashboard (VIDEO)
CaliberMind Insights - Creating Custom Dashboards
How to Create a Filter Bookmark
Building Insights Dashboards
Build Your Own Insights Pipeline Dashboard
Build Insights Dashboards - Start Here!
Create Date Range Filters - Step-by-Step
Insights Attribution Dashboards
Insights - Attribution - Start Here!
Insights - Attribution Terminology and Key Concepts
Insights - Attribution Overview Dashboard 2.0
Insights Engagement Dashboard
Insights - Engagement - Start Here!
Insights - Engagement - Dashboard Terminology & Key Concepts
Insights - Engagement Overview
Insights - Engagement - System Account Detail
Insights - Engagement - Person Detail
Insights - Engagement - Engagement Essential Questions and Dashboard Tile Definition
Insights Engagement Dashboard - Aggregation Dates
Insights ROAS Dashboard
Insights - ROAS Dashboard Use Cases
How is CaliberMind ROAS Reporting Different than Insights ROI?
Insights - ROI - Start Here!
Insights - ROAS Terminology & Key Concepts
Insights Data Health and Integrity
Funnel Trigger Events Dashboard
Funnel Company Inclusion Configuration
What is a Marketing Funnel?
Event Explore for Funnels
Funnel Terms and Concepts
Common Funnel Issues
Funnels FAQs Technical Documentation
Funnel History Event Configuration
Funnels - Start Here!
What channels move journeys through a given stage?
Funnel Stages Configuration and Stage Definitions
Funnel Trend Dashboard
How can I see the number of journeys in or passing through a funnel stage during a period of time?
Sales Funnel Metrics
What touches are influencing each step in the funnel?
How do I see the first event (or "tipping point") in each stage of my funnel?
Funnel Events Technical Documentation
Marketing & Sales Funnel Foundations
Funnel Static Event Configuration
What is a Starter Funnel?
Funnel Person Inclusion Configuration
Funnel Cohort Analysis Dashboard
Sales Funnel Glossary
Where are my customers stuck in journeys?
Funnel Cohort Analysis Use Cases
Funnel Data Explore Dashboard
Use Cases for Funnels
Sales Funnel Journey Questions and Answers?
What is the difference between an Active Journey and a Journey?
How do I know the last event that happened before a journey stage change?
How do I identify stage conversion rates?
Funnel Person Status Exits
Introducing CaliberMind's Funnels
Funnels - Lead, Contact, Account, Opportunity Statuses and Stages
Pressure Event Dashboard 101
Funnel Stage Definitions
Demand Generation Funnel Dashboard
Table of Contents
- All Categories
- Marketing & Sales Funnel Foundations
Marketing & Sales Funnel Foundations
Updated by Camela Thompson
Marketing Sales Funnel Foundations
In order to understand the customer's purchase path, we need to understand the funnel. This guide explains marketing funnels and illustrates how to use them to boost your campaigns. Although there are many types of marketing sales funnels we will learn about the general individual segments of the funnel: awareness, interest (AQA), action (SQA), opportunity, and customer. Discover how to create campaigns that drive customers through the funnel by analyzing touchpoints.
From the very beginning to the end, a sales funnel illustrates the different stages of the sales process until the sale is made and the customer pays. Sales funnels can be found in many forms, and every company will have its own version based on its sales journey and CRM settings.
Imagine an inverted triangle as the shape of the sales funnel. Each layer of the inverted triangle represents a stage of the funnel. A marketing funnel stage is a model of how a customer goes from becoming aware of your brand (Stage 1) to purchasing your goods or services (Stage 5.)
Taking it from the top - lead generation
Lead generation is the founding principle of successfully deploying and understanding marketing sales funnels and the impact they hold on a robust pipeline. Most digital marketing professionals constantly analyze their pipeline based on the prospects they attract.
Fundamentals of sales funnels [video 50 sec]
ESSENTIAL QUESTIONS: Is the customers' point of view is front and center. Asking "what is the customer's motivation?" OR "What is the value connection my product holds?" These are the essential questions continually discussed by marketing.
Why do B2B businesses have funnels?
Been around for awhile
Demand waterfall funnels have been around for almost twenty years for good reason. They’re easy to explain and visualize. The metaphor fits well with how most business-to-business organizations view their go-to-market motion. We have the total addressable market at the top, people who are aware of our brand next, and so on until they become customers. The faster we attract people and convert them through each stage, the quicker we scale our business.
Aligns with KPIs
The demand generation waterfall helps businesses use key performance indicators that are meaningful to their business. When done correctly, businesses can use marketing qualified leads as a leading indicator for opportunity creation, which then leads to pipeline and bookings. Creating these metrics helps businesses predict future pipeline growth and revenue, which is critical when allocating marketing budget, determining sales headcount, and securing additional funding from investors.
Interested in learning more about how to use funnels to align sales and marketing? Check out our ebook (ungated).
Speed time to close
But that’s not all funnels are useful for. When properly leveraged, you can help your organization speed up time to closed business and improve efficiency at each cross-functional handoff. Almost as importantly, you can measure these gains in efficiency and communicate your department’s contribution to the business, which means job security and additional resources. These efficiency gains also look fantastic on a resume.
Identify lead sources
Conversion metrics can be used to identify which lead sources to convert at the highest rates and help marketing organizations determine which lead sources should be nurtured instead of passed immediately to sales. It’s also a great way to determine whether the definition of a marketing-qualified lead is in alignment with your ideal customer profile. I’ve also used conversion rates between inside sales meetings set and field sales qualified opportunities to identify misalignment in definitions of qualified leads and spot issues in sales processes.
Without conversion metrics, it’s difficult to prove to a department that the way they think of your prospects isn’t aligned with the rest of the organization. Data has a way of getting everyone on the same page.
General Funnel Stage Definitions
- Awareness - Capturing the consumer's attention to our brand through signals, page visits, ads, and/or search returns.
- Interest - Keeping the attention of the consumer by telling the customer about your product or service. Putting the consumer in a 'state of interest.' You know there is a desire when the consumer fills out forms, chats, downloads gated content, and/or attends an event.
- Action - The consumer is actively considering or desiring your product. At this stage, they are beginning to decide if the product or service will meet their needs. Typically they will attend a meeting that is initiated by inside sales
- Opportunity - The account executive has met with the prospect by this point and determines after the call and qualification discussion determines that an opportunity genuinely exists with the prospect. The prospect signals they are interested in proceeding to a deeper discovery of your product and perhaps pricing is discussed.
- Customer - The opportunity and now become a customer, made a purchase, sign contracts, and is engaging with the onboarding of your product or service. The customer is considered 'Closed Won.'
|Hubspot||What is a Sales Funnel|
|Hubspot||How Conversion Funnels Create...|
|Salesforce||What is a Sales Funnel? (and How is it Changing?|