The document discusses how the traditional sales funnel model no longer works for modern customers. Today's customers conduct extensive online research before making purchases and are less influenced by sales pushes. The customer journey is now complex with many digital interactions. The goal for companies is to build brand loyalty and advocacy through a modern marketing funnel approach. This involves planning content strategies to attract and engage customers at each stage from exploration to advocacy. It also requires preparing organizations to have a customer-first mindset and comprehensively analyzing the customer journey funnel.

1. The Customer Journey Funnel:
The Key to Sustainable Growth

2. But consumers have changed a lot over the years.
Research online
before shopping
Check email at least
once a day
Adults use
Facebook
Trust online reviews
as much as personal
recommendations
Source: Hubspot, Pew Research Center, BrightLocal
Sales funnels have been
around for over a century.

3. The modern buyer
discovers, researches, and
makes decisions entirely
on their own terms.
59% of buyers prefer to do research online
instead of interacting with a sales rep
because the rep pushes a sales agenda
rather than helps solve a problem.
Source: Forrester

4. The Old Sales
Funnel Doesn’t
Work Today.

5. Finding leads and
pushing them toward
a purchase isn’t a
sustainable strategy.

6. Today’s
customer
journey is
complex.
The Car-Buying Process:
One Consumer's 900+
Digital Interactions*
*Source: https://www.thinkwithgoogle.com/consumer-insights/consumer-car-buying-process-reveals-auto-marketing-opportunities/

7. The ultimate goal
isn’t a simple
purchase,
It’s brand loyalty
and advocacy.

8. A Modern
Customer
Journey
Funnel.
Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/

9. Plan.
Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/
Develop a Strategic Digital Marketing
Plan with Measurable Impact

10. Plan: Story Alignment
Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/
Start with Why.

11. Plan: 3Ps
Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/
People, Process and Platform
●
●
●
●

12. Attract.
Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/
Buyer Stage: Exploration & Education

13. Attract: Your Own
Inbound Machine
Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/

14. Attract: Conveying Value
Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/
Focus on your inbound content.
Outbound (push) marketing
85% of people fast-forward TV ads
200 million are on the Do Not Call Registry
45% of direct mail never gets opened
Inbound (pull) marketing

15. Nurture.
Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/
Buyer Stage: Decision Making

16. Nurture: Delivering Value
Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/
The value of your content comes from being helpful to your
customers while bringing them closer to your brand.

17. Nurture: Tools and Tactics
Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/
● SEO and SEM. Attract the right audience.
● Tap into existing audiences. Leverage social
media.
● Segmentation. Deliver highly relevant messages
to specific groups.
● Automation. Keep prospects in a positive
feedback loop.

18. Convert.
Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/
Buyer Stage: Customer/Purchase

19. Convert: Simplify
Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/
Key Questions:
● Why do they buy?
● Why don’t they buy?
● What variables can you test?
● What can (and should) be automated?
Keep it simple (for the customer). Make the buying
process as easy as possible, and learn from your users.

20. Engage.
Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/
Buyer Stage: Advocacy Champion

21. Engage: Turn Customers
into Brand Advocates
Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/
● Identify key customers
● Connect with them on a personal level
● Create amazing experiences for them
and encourage sharing
Put your existing customers to work!
Make sharing easy
Send some swag
Use affiliate programs

22. Preparing your organization.
● Understand the needs of your customers
● Build agile, multidisciplinary teams
● Align departments and bridge silos
● Learn from other industries
Both new and existing businesses must adapt
to a customer-first mindset.

23. Analyze your funnel and touchpoints.
Comprehensive
auditing is critical.
Identify, from end to
end, what is working
and what isn’t.