BOFU: Bottom of the Funnel After connecting with leads through a webinar or other means, you should follow up with them. Platforms like HubSpot Sales Hub allow you to track emails and various documents , so that sales reps will receive a notification every time someone views them. If you follow up quickly, the chances of reaching that person at the right time are much greater.
If you’re using Account Based Marketing , a quick contact between a potential client and a sales agent can be the beginning of a long-term business relationship. This requires completely personalized service that primarily addresses the client’s needs.
Marketing Example
We’re approaching the bottom of the db to data funnel, where prospects will make their decision. At this point, they’ve thoroughly researched their problem and are familiar with the different solutions available. Now it’s their turn to decide which product or service to purchase and which provider to choose.
The main marketing objective at this point is to work on personalization and trustworthiness through, for example, an interactive questionnaire. Customer testimonials are also a good option to properly position your business. Discounts, offers, and free trials are content that the sales team should offer to these potential customers.
Sales Example BOFU: Bottom of the Funnel
BOFU leads are the most qualified and most likely to close the sale. At this stage, sales reps need to send personalized emails and make phone calls; additionally, prospects should have no trouble contacting your business at this stage. To do this, you can provide them with the agents’ email or phone number.
For leads who are on the fence about making a sale, there are a wealth of materials you can offer: product demos, personalized consultations, a sales call for a meeting , and so on. Align with your marketing department to keys to digital marketing for online success ensure leads at this stage are aware of all available offers. With the HubSpot Quotes Tool , you can send quotes and collect signatures and payments.
Source: HubSpot
There’s an additional step after the purchase: keeping your customers satisfied and turning them into brand advocates and ambassadors. This is a great way to acquire new customers; in fact, it’s the reason HubSpot calls this search engine optimization mails funnel a “flywheel,” as it’s considered a constantly moving process. If you delight and retain your customers, they’ll recommend your brand and attract new leads, starting the cycle all over again.
Regardless of the method you choose (funnel or flywheel), you must have each stage of the Marketing and Sales cycle clearly defined with concrete content and actions.