http://unfunnel.com/free-downloads/ Use this Excel worksheet to map existing content to your target during the optimal part of the unfunnel lifecycle process. This template will help you organize using the unfunnel process: • Evaluate Influencer Triggers • Establish Conversion Criteria • Empower with Research & Education • Motivators to Create Advocates Package: unFunnel Lead Nurturing Package – Part 1 Agile Factor: Customer First

1. Persona Content Mapping & Customer Conversion Process Donor Conversion Process
Persona Content Mapping &
unfunnel
process
1)
Evaluate
Purchase
Triggers
Identify
a
current
key
infuencer
and
target's
key
areas
of
interest
and
what
motivates
them
to
buy.
Attract
them
with
presentations,
topic
sheets,
product
whitepapers,
customer
testimonials,
consultations
and
competitive
intelligence.
2)
Establish
Buying
Criteria
Establish
your
target's
"must
haves",
price
point,
quality,
quantity
etc.
Validate
this
with
webinars,
live
video
events,
topical
seminars,
infographics,
10
reasons,
things
you
must
know,
questions
to
ask
etc.
3)
Share
Research
Educate
your
target
with
industry
specific
data
and
publised
reports.
Arm
them
with
tools
to
empower
their
buying
choices
that
are
easily
shared
with
friends.
Use
formats
such
as
eBooks,
reviews,
pricing
calculators,
YouTube
videos,
analyst
papers,
independent
articles,
webinars...
4)
Motivate
them
to
Share
Incentivize
your
target
with
promotions
and
loyalty
and
rewards
programs.
Leverage
celebrity
and
corporate
partners
to
attract
attention.
Use
social
sharing
platforms
and
networks,
create
unique
#hashtags
for
offline
event
and
activate
them
in
blogs.
The
Buying
Process
Persona
1
Existing
Content
or
Offers
Existing
Content
or
Offers
Existing
Content
or
Offers
New
Content
or
Offers
New
Content
or
Offers
New
Content
or
Offers
Persona
2
Existing
Content
or
Offers
Existing
Content
or
Offers
Existing
Content
or
Offers
New
Content
or
Offers
New
Content
or
Offers
New
Content
or
Offers
Persona
3
Existing
Content
or
Offers
Existing
Content
or
Offers
Existing
Content
or
Offers
New
Content
or
Offers
New
Content
or
Offers
New
Content
or
Offers
Persona
4
Existing
Content
or
Offers
Existing
Content
or
Offers
Existing
Content
or
Offers
New
Content
or
Offers
New
Content
or
Offers
New
Content
or
Offers
Adapted
from
funnel
processes:
3
Part
Buyer
Persona
Webinar
series
with
worksheets
(On
Demand)
3
Part
Content
Strategy
Webinar
series
with
worksheets
(On
Demand)
Evaluate
Purchase
Triggers
Persona
1
Weeks
in
Stage
Establish
Buying
Criteria
Persona
1
Weeks
in
Stage
Perform
Research
Persona
1
Weeks
in
Stage
Motivate
them
to
Share
Persona
1
Weeks
in
Stage
Persona
2
Weeks
in
Stage
Buyer
Persona
2
Weeks
in
Stage
Buyer
Persona
2
Weeks
in
Stage
Buyer
Persona
2
Weeks
in
Stage
Buyer
Persona
3
Weeks
in
Stage
Buyer
Persona
3
Weeks
in
Stage
Buyer
Persona
3
Weeks
in
Stage
Buyer
Persona
3
Weeks
in
Stage
Buyer
Persona
4
Weeks
in
Stage
Buyer
Persona
4
Weeks
in
Stage
Buyer
Persona
4
Weeks
in
Stage
Buyer
Persona
4
Weeks
in
Stage