1. Create a marketing funnel to measure and monitor buyer progress. Common marketing funnel stages Marketing funnels are a graphical representation of where your prospects are in the buyer journey. If a prospect is at New the beginning, they’re at the top of the funnel. A prospect you need to know more about Bottom of the funnel prospects are highly engaged and (website, trade show booth visitors, close to making a purchase. or newsletter subscribers). Nurturing A prospect that’s not interested now, A funnel helps you: but may be in the future. Keep in touch. Working Know what content or calls to action In active conversation. Profile the prospect 1 to present people with based on where through forms, downloads, and behavior data. they are in their evaluation. Marketing qualified lead (MQL) Categorize your content by the Qualified 2 funnel stage where it’s most useful. Prospect wants to purchase. Pass along to sales. Sales working lead Measure your effectiveness via Sales accepted lead (SAL) Sale qualified lead (SQL) 3 conversions, leakage, funnel progression, and funnel velocity. Customer Prospect who has purchased. 4 Figure out how to spend your time. Upsell/Cross-sell Existing customer who’s a fit for an additional product.