Marketing agencies often work with clients whose customer acquisition strategies are faltering and who need significant updates to their sales funnel. For agency professionals tasked with such a project, the challenge lies not only in building deep understanding and trust with the client, but also in supporting the client in making necessary changes to their sales funnel to better engage with prospects at each stage.
Below, 20 Forbes Agency Council members each describe their top priority when helping a client revamp their entire marketing funnel. Using these strategies, marketing professionals can identify which solutions will be the most impactful in helping their clients achieve their sales goals.
1. Measure The Performance Of The Client’s USP
I would challenge the client’s unique selling proposition. This is the “gateway door” to the marketing funnel. I would study the behavior analytics of the client’s website to uncover the performance of the USP as a benchmark. I would then conduct an intervention USP workshop with my client and write alternative USPs to test marketing funnel performance changes, from the top of the funnel to conversions. – Ken Braun, Lounge Lizard Worldwide, Inc.
2. Conduct Buyer’s Journey Interviews
The first thing to do is conduct buyer’s journey interviews to uncover how and why the client’s customers bought from them. After five to seven interviews, you’ll see patterns in their responses, leading to insights on how your client can improve their messaging for a greater impact. – Corey Quinn, Corey Quinn, Inc.
3. Calculate The Math Driving Decisions
When revamping a client’s marketing funnel, the first thing to do is to calculate the math driving future marketing decisions. What is the lifetime value of a customer? How much is the client currently spending to acquire a new customer? What is their goal in terms of target cost per acquisition? The only way marketing can be an investment rather than an expense is by knowing the math that should drive all decisions. So, I’d start there. – Mario Schulzke, Pathlabs
4. Check Google Analytics; Interview Sales And Marketing Teams
I recommend starting by analyzing data available from Google Analytics, Salesforce and other “point of truth” software tools where the sales funnel and target audience traits can be analyzed. Then, interview the sales and marketing teams to discover their key insights that the data may not entirely reveal. We have found this combination gives us a clear foundation for revamping a marketing funnel. – Rebecca Hall, Idea Hall
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5. Evaluate The Client’s Reputation
Start by understanding your client’s reputation. Most people will only work for, buy from and invest in trustworthy brands. Assess reputation first, then you can go upstream to address opportunities to create awareness and downstream to leverage loyalty. – David Racine, Punch PR
6. Assess The Client’s Customer Experience
The first thing I would look at is how consistent the experience is from one step to the next for the client’s customers. Creating a stellar, cohesive customer experience—from a customer’s initial awareness to their adoption of a product or service—is increasingly important, so it’s vital to step back and look holistically at the entire journey. – Greg Kihlstrom, The Agile Brand
7. Analyze The Client’s Current Efforts
The first steps should revolve around analyzing the client’s current efforts. What’s working, and why? What’s not working, and why? Are the best channels being used? Are they targeting the correct consumer? Where are the resources being deployed? When these questions are answered, we have a baseline to begin revamping the overall effort. – Leeza Hoyt, The Hoyt Organization, Inc.
8. Align Strategies To The Client’s Core Goal
Revamping a marketing funnel centers on aligning strategies to the client’s core business goal. It may be as simple as adjusting messaging or as complex as restructuring the entire program. Comprehensive metrics are vital, enabling effective measurement across all aspects of the marketing stack. This holistic approach guarantees seamless integration, strategic cohesion and optimal performance. – Valerie Chan, Plat4orm PR
9. Look At How The Client Nurtures Leads
First, I’d look at how they’re nurturing new and existing leads. There’s a massive leap between bringing in leads and actually closing a deal, which seems obvious but is often overlooked. Marketing-qualified leads need regular and relevant touchpoints to move them down the funnel, especially when dealing with long sales cycles! – Christine Slocumb, Clarity Quest Marketing
10. Integrate AI Insights With Audience Engagement
By prioritizing the integration of AI insights with deep emotional audience engagement, we can revamp the funnel to directly address buyer challenges and illuminate the client’s unique value proposition. This union of precise data and focused messaging ensures each touchpoint aligns with consumer needs, boosting conversion rates and enabling provable marketing ROI. – Dennis Kirwan, Dymic Digital
11. See If The Client Is Accurately Targeting Ideal Customers
Revamping a marketing funnel can be compared to deep-sea fishing. The first step is to ask the client if they are fishing in the right spot by checking their targeting. Are they advertising on the right platforms with accurate geotargeting to reach their ideal customers? Then, check their bait by doing a complete review of digital assets, including their website, landing pages, social media, ads and news mentions. – T. Maxwell, eMaximize
12. Use Customer Journey Mapping
Start by examining the funnel itself, because customers don’t follow a prescribed path. Then, use customer journey mapping to analyze the motivations behind each of the behaviors a customer would take on that journey. This allows them to “choose their own adventure” in terms of content. It’s not just the best way to make a sale; it’s the best way to build a customer relationship. – Roger Hurni, Off Madison Ave
13. Develop Strong Top-Of-Funnel Content
We believe only 5% of a brand’s audience is in the market at any given time. So, we always start with the other 95%—what content assets and messaging targets this top-of-funnel audience? Most companies focus on the bottom of the funnel, but strong awareness leads to consideration and trust. That is where the MQLs come from. – Beth Newton, alpha | BRAVO
14. Thoroughly Research The Client’s Target Audiences
I would first look at the client’s target audiences; specifically, I would first do a deep dive to understand them, where they go to get information, what challenges they face and what their buying process looks like. This diligence gives us the foundation to determine how best to position their value, the channels and tactics that will be most effective and what is needed for content, touchpoints and scope. – Renee Yeager, Yeager Marketing
15. Examine The CLV To CAC Cost Ratio
When examining marketing funnels, we first inspect the customer lifetime value to customer acquisition cost ratio. Although uncommon, it should guide every funnel decision. Using a blend of incrementality measurement and media mix modeling, we dissect this ratio to find the highest-impact channels, shifting the focus from mere acquisition to profitable, long-term growth, as our goal is securing loyal, high-value customers, not just views. – JP Johl, AdTribute
16. Study Traffic Patterns
The first thing to check is always traffic. From there, you will understand the current mistakes made in the funnel. Check the amount of traffic to understand where it comes from and what happens on the target page. There is always at least one of three mistakes occurring:1. There is not enough traffic, so nothing happens; 2. the wrong people are targeted or the wrong platforms are utilized; or 3. the wrong communication leads to a bad conversion rate. – Nico Tettenborn, MAKE IT TETTEN GmbH
17. Benchmark The Client’s Current MER
A healthy funnel means a healthy marketing efficiency ratio, so start by benchmarking where the client’s at. Then, look at return on ad spend across platforms at each stage of the funnel. Optimize spending on each platform at the different funnel stages to ensure you are spending the right amount to drive the overall ROAS, therefore increasing your MER. – Courtney Hiller, All Points Social
18. Assess The Distribution Of Ad Spend By Audience Cohort
Start by understanding the distribution of ad spend by audience cohort between net new customers, pre-purchase retargeting and post-purchase retargeting. Once you know what the health of your client’s funnel looks like, you can evaluate the client’s costs to acquire new and returning customers by channel and understand what messaging is resonating with each cohort. – Justin Buckley, ATTN Agency
19. Ensure The Client Has A Compelling Offer
The linchpin of any client’s funnel is the offer itself. While fine-tuning funnel design and copy can boost conversion rates, these changes won’t compensate for an inherently weak offer. In essence, a poor offer can derail an entire acquisition strategy. The details matter, but they’re secondary to having a compelling, must-have offer right from the start. – Laura Meyer, Envision Horizons
20. Flip The Funnel Upside Down
My best advice for clients is to flip the funnel upside down. Instead of starting at the top of the funnel with a huge volume of unknown prospects, start with an in-depth understanding of the hearts, minds and transactions of your most valuable customers. Analyze the attributes that drive profitability and loyalty to create predictive models that increase the quality of who you acquire. – Thomas Zawacki, Data Axle