Getting to a Macro Yes: Optimizing The Inverted Funnel

Inverted Sales Funnel

I’ve recently been working on a project that requires optimization of the sales funnel to generate more leads for one of our clients, a major B2B organisation in the Middle East.

Much of the research we’ve conducted over the past few weeks has prompted me to write this short post.

Along the way, I’ve utilised the brilliant case studies and insights from MECLabs which I fully subscribe to.

Here’s a summary of their methods presented by their CEO & managing director (Dr. Flint McGlaughlin).

Watch:

In Summary…

All marketing must influence a decision, otherwise it is a waste.

The basic premise of the traditional sales funnel is flawed.  Gravity works against us marketers, not for us.

People are not falling into your funnel, they’re falling out.  The job for us marketers is to push prospects up the sales funnel, despite all the noise, posturing and competitive messages in the market.

To do our job right, we as marketers need to understand people’s thought processes and optimize for them.  We need to optimize all micro conversions (micro yeses) across the sales funnel to arrive at the final macro conversion  (maco yes)

The challenge is to push prospects up the inverted funnel to arrive at a macro yes.  This is done via optimizing your site landing pages and content to convert multiple micro yeses before you achieve the holy grail of a macro yes.

When optimizing web pages, think about the thought process of your prospects, not the look and feel of your website.

Know your value proposition and forcefully optimize for it.

Think headline supported by a brief subheading followed by clear bullets all leading to a call to action that concisely answers the following 3 questions:

  1. Why am I here?
  2. Why Should I care?
  3. What should I do next?

Remember, people don’t buy from web pages, they don’t buy from companies. People buy from people.  Optimize your website accordingly.

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Omar Kattan is Chief Strategy Officer at Sandstorm Digital, the MENA region's first specialist content marketing agency headquartered in Dubai. His experience includes 10 years in traditional marketing and advertising in the Middle East and a further 10 years at two of the largest media agencies in the UK. Follow Omar on Twitter for updates on the latest in digital, branding, advertising and marketing.

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  • PeterJ42

    In cases where people have been offered a choice between talking to a salesperson and buying from a machine, they have increasingly chosen the machine.

    Think of cash machines v bank tellers.
    Think of travel agents v websites.
    Think of ticket and booking offices v doing it online.

    Salespeople are increasingly getting in the way of buyers trying to make a purchase.
    And the marketing => sales handover is the biggest loss of business.
    Create a seamless prospect => buyer => customer journey. And eliminate the salesperson, wherever you can.

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