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As a demand generation marketer for most of my career, I get excited about the ROI that bottom-of-funnel tactics provide.

But what happens when you’ve exhausted all demand and maximized your share of voice, hitting the point of diminishing returns?

I’ve encountered many companies that are content with the success of their tried-and-true marketing plays. Many don’t see a need to prospect beyond the bottom of the funnel.

The reality, though, is that organizations hit an inflection point at a certain stage of maturity and need to invest at the top of the funnel if they want to continue gaining market share.

The data is clear. Digitally surrounding a prospect early on pays dividends outside of what you can directly attribute to paid media.

Why Top of Funnel Works

According to a study by McKinsey, brands in the initial consideration set were more than twice as likely to win business compared to brands considered later in the decision journey.

For up-and-coming brands, the top of the funnel (TOF) is even more critical.

In LinkedIn’s Age of Agility survey of B2B technology buyers, two in three decision-makers remain hesitant to try a new vendor.

To gain market share from established players, brands must reinforce their culture, expertise, relevance, and value early on in the buying journey.

One reason? The availability heuristic, which states that given a choice between several options, people tend to prefer the one that comes to mind most readily.

That said, no matter how buttoned-up your attribution is, there are always gaps. It is impossible to truly assign all customer touchpoints during their purchase path, despite our best efforts.

For example, one of my clients produced some incredible top-of-funnel video content which was edgy and humorous in nature, serving as the perfect antidote for the often stuffy Finance industry.

Here’s what a prominent bank executive just emailed to her 21-person West Coast team.

Those are decision influencers. They are potential brand ambassadors.

Perhaps they just want to share something funny and relevant with their clients to further their relationship. Any way you slice it, that email — driven by a top-of-funnel initiative — was of enormous value.

And it is completely unquantifiable.

With this in mind, my go-to rule is from Marketing 101: serve the right ad, to the right person, at the right time.

Although there’s immense value in tight attribution and blended front and back-end data, there are still gaps that marketers must address even if we can’t precisely articulate the short-term value.

So, with that caveat, what is the best way to quantify top of funnel success?

Defining Top-of-funnel Success

Paving the road to future business starts by defining the right TOF key performance indicators (KPIs) correlated to down funnel activity and optimizing toward them.

What are the right KPIs? While they may differ from client-to-client, everything distills down into three pre-nurture buckets.



Lead Generation.

At the awareness level, your KPIs should primarily focus on the share of voice (SOV).

For example, within paid search, you’ll want to monitor things like impression share, absolute top-of-page impression share, and CTR.

In short, there is clear evidence that brands grow when they ensure their SOV is higher than their share of market (SOM).

Likewise, brands whose SOV is lower than their SOV market see a decrease.

Here’s how LinkedIn visualizes this process in the ebook The Five Principles of Growth in B2B Marketing:

Exposure to your target audience is vital for long-term growth.

Pro Tip

If you have core keyword themes you want to maximize SOV for but are limited by budget, add audience layers onto your audience groupings.

Use observation-level bid adjustments (manual bidding only) or explicitly target them with audience + keyword, measuring metrics at that combined level.

With that said, there’s often a misalignment between awareness-focused KPIs and what is in the organization’s best interest.

For example, if you are running a YouTube campaign and gauging success off views and cost-per-view, there is a misalignment between what drives real results and what drives KPI success.

Engagement: The Glue That Binds TOF With BOF

Engagement KPIs are things that indicate interest or if we’re lucky, intent. They are actions that a user takes as they browse your social and web properties.

When you align your TOF KPIs to engagement, you’re ensuring impressions to those that matter most. Engagement from the right audience (past, present, future customers) should be your aim.

Doing so enables digital marketers to validate audience alignment and continuously improve through targeting and AI-driven optimization.

So, how do you quantify success, test, and iterate?

Examples of Engagement-based Top of Funnel KPIs

Here are a few KPIs to consider to gauge success and build audiences:

Benefit: Can be used as a minimum baseline for non-bot/irrelevant traffic.

Use case: Use instead of Sitewide retargeting initiatives for improved quality; When primary conversion data is sparse, use within a Conversion Set to train automated bid strategies.

Benefit: Indicates a highly engaged user.

Use case: Retargeting threshold if said budget is constrained; put in separate retargeting track further in buying journey.

Use case: Defines segmented retargeting tracks based on content consumption.

Use case: For B2B, use Social Follower RT initiative to increase LinkedIn following, which enables future organic and paid impressions.

Each organization’s engagement KPIs will be slightly different.

However, all companies will benefit from identifying actions that indicate interest, ensuring conversion tracking is aligned, and reporting tells the story of the engaged user.

Pro Tips

1. Ultimately, your goal should be to correlate engagement activities with down-funnel results and back into an estimated value. When you are getting started, consider setting estimated values for each action and utilizing features like Google Ads Conversion Sets to enable you to use value-based bidding more intelligently.

2. Bucket your goals into groupings by funnel stage. For example, have a “1,” “2” or “3” in the URL for your thank-you pages to indicate the event’s funnel stage. This allows you to streamline audience creation for future nurturing.

Getting Clients Bought In

As we’ve discussed, research shows SOV is important. However, trust must be built with those who control the purse strings, and that comes with showing success further down the funnel.

Clients are understandably skeptical of top-of-funnel initiatives.

More than likely, they’ve come across someone selling them a definition of success that stops at impressions and CTR.

It is much easier for clients to get on board with KPIs based on someone expressing meaningful interest in your brand.

With this in mind, consider bucketing engagement activities together and defining success based on two KPIs:



This allows you to two do things:

Deploy a more cohesive cross-channel strategy.

Tell a simpler, better story with your data.

Further, always consider segmenting your pitch decks and reporting based on funnel stage. You are much more likely to get buy-in if you carve out budget and report on success separately.

Where to Go From Here?

If you take away just a few things from this article, I hope they are the following:

TOF grows brands. The research is clear.

Some metrics articulate value, but the payout period is longer.

Not everything is attributable. Focus on serving the right message to the right person at the right time.

Getting buy-in for TOF requires separating some initiatives from demand gen plays.

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Image Credits

All screenshots taken by author, April 2023

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Why The Personal Touch Matters In Marketing

What are some examples of using a personal touch in marketing? 

Here are examples of using a personal touch in five specific marketing situations. 

1. Use a personal touch with high-value clients.

If you sell many low-value products to many people, you won’t have to use this approach. However, if you sell high-value products or have several customers or prospects who need a large number of your products, a personal touch can help you close the deal and maintain the client relationship. 

Because each customer is responsible for a significant chunk of your sales revenue, sending a thoughtful birthday gift or periodically inviting them to a nice dinner can show them you value their business.

Action items for ensuring a personal touch for high-value clients include the following:

Identify high-level clients. Decide which prospects or customers qualify as “whales” in terms of sales or potential sales.

Create a schedule. Set up a schedule to reach out to your biggest existing and potential clients based on their share of your sales revenue. Include important dates like the contact’s birthday or their budget-approval date.

Interact socially. Consider inviting the contact to a sporting or entertainment event, dinner meeting, or a tour of your business. Afterward, follow up with a handwritten note, phone call or gift, as appropriate.


Set up a marketing calendar to track campaigns, goals and schedules, and include significant client dates to prompt personal attention and interaction.

2. Use a personal touch to reach decision-makers in B2B sales.

Selling a business on a new product or service can be an unbelievably bureaucratic process. You might reach a decision-maker searching for information online, but decision-makers tend to delegate research to team members.

Few things can beat a personal connection to a decision-maker when closing a sale with a large organization. Participating in a fun activity together can create a comfort level that makes it easier to do business. For example, the decision-maker may enjoy a game of tennis, a round of golf or an invitation to an entertainment event.

Action items for ensuring a personal touch when reaching decision-makers include the following:

Hire a savvy sales team. Build a sales team and network with sales professionals with personal connections to your target customer base.

Weigh your options. Consider the cost-benefit of sending out sales reps versus creating a digital ad campaign. In many cases, a customer’s loyalty is heavily impacted by the personal connection they feel to your company. A professional rep commands far more loyalty than a banner ad.


While entertainment and gifts can be part of sustaining and growing customer relationships, be aware that some buyers can’t accept gifts. Ensure you know the policy ahead of time to avoid awkwardness.

5. Use a personal touch when trust is a condition of doing business.

If you’re selling a can of soda, the buyer doesn’t have to trust you much. It’s a straightforward transaction. But what if you’re selling this family business? In this situation, trust would be a significant factor. You’d need to ensure the buyer follows through on various aspects of the deal and that they can be trusted to preserve your family’s reputation. 

In return, the buyer must trust that the business has the customer base, expertise and financials you’re representing. 

Both parties should incorporate personal touches in their interaction. Without a personal connection in this type of situation, the deal is at risk. Neither party wants to look untrustworthy or appear that they don’t value the deal. 

Action items for ensuring a personal touch when trust is a condition of doing business include the following:

Consider your contact person. Think about how well you need to get to know the other person to build a sufficient trust level.

Schedule meetings. Set up a series of one-on-one meetings in a relaxed atmosphere so you can talk.

Keep communication personal. When you’re not interacting in person, include handwritten notes to communicate your personal involvement and interest.

Ahmad Raza contributed to the reporting and writing in this article. 

Data Clean Room: What It Is & Why It Matters In A Cookieless World

So how do we prove value in a world where the accuracy of our reports will be severely impacted by enhanced user privacy regulations?

These are the issues we’re already encountering with the inaccuracy of Facebook Ad tracking on iOS 14 devices.

Advertisers will still have access to and can make use of their own first-party data, but matching data across networks will prove much more difficult. It will rely on a deeper analysis in each platform rather than the cross-platform view enabled by third-party cookie tracking.

This is where the concept of data clean rooms comes in.

What is a Data Clean Room?

All data clean rooms have extremely strict privacy controls which do not allow businesses to view or pull any customer-level data.

For example, Google’s Ads Data Hub allows you to analyze paid media performance and upload your own first-party data to Google. This allows you to segment your own audiences, analyze reach and frequency and test different attribution models.

This is fine if a brand wants to increase spend within each platform, but still creates a challenge in cross-network attribution.

An Example: Google Ads Data Hub

Ads Data Hub is most effective when running multiple Google platforms, and if you have a substantial amount of first-party data to bring to the party (e.g. CRM data).

Ads Data Hub is essentially an API. It links two BigQuery projects – your own and Google’s.

The Google project stores log data you can’t get elsewhere because of GDPR rules.

The other project should store all of your marketing performance data (online and offline) from Google Analytics, CRM, or other offline sources.

Data Clean Room Challenges and Limitations

First-party data (the kind used to power data clean rooms) comes with fewer headaches around complying with privacy regulations and managing user consent.

But first-party data is also much harder to get than third-party cookie data.

Most data clean rooms today only work for a single platform (e.g., Google or Facebook) and cannot be combined with other data clean rooms.

Before marketers dive into a specific clean room platform, the first consideration should be how much of your ad spend is focused on each network.

For example, if the majority of digital spend is focused on Facebook or other non-Google platforms, then it’s probably not worth investing in exploring Google Ads Data Hub.

Alternatives to Data Clean Rooms

Data clean rooms are just one way of overcoming the challenges we face with the loss of third-party cookies, but there are other solutions.

Two other notable alternatives being discussed right now are:

Browser-based tracking.

Google claims its Federated Learning of Cohorts (FLoC) inside Chrome is 95% as effective as third-party cookies for ad targeting and measurement.

Essentially, this will hide users’ identities in large, anonymous groups, which many are skeptical about.

To be clear, FLoCs aren’t clean rooms – but they do anonymize user-level data and cluster audiences based on shared attributes.

Universal IDs.

What Will the Future Hold?

Tracking and reporting is no longer the background task that we used to take for granted, it now requires explicit user consent. This transition requires companies to ask users for their consent to give up their data more often.

Beyond the “walled gardens” such as Google, some companies are working to build omnichannel data clean rooms. No PII data is stored and only aggregated data is shared back to the business.

While this would certainly help with the challenge of cross-platform attribution, there will likely be a mismatch between the data provided between different ad platforms that will require manual interpretation.

This requires creating and trading value for deep data on your customers.

More Resources:

Top 3 Reasons Why Under

In all honesty, imperfection is beautiful in many cases, however, people always pursue perfection. Whether it is a notch design or any other solution, there are always some “deficiencies”. Nevertheless, people are still searching for a full-screen design without deficiencies.

The pop-up, 360-degree rotating, and magnetic-slide solutions all use some sort of mechanical structure to achieve a full-screen display. However, either the cost, thickness, weight, or wear and tear was a problem.

Under-screen camera technology

As of now, we have a new technology that appears to solve the full-screen limitations and give users a true full-screen. This is the latest under-screen camera technology. As of now, only three manufacturers have launched smartphones with this technology. We have the likes of ZTE, Xiaomi, and Samsung which all launch smartphones with full-screen effects using this technology. Presently, there are four smartphones with under-screen camera technology in the smartphone industry. We have the ZTE Axon 20, ZTE Axon 30, Xiaomi Mi MIX4, and Samsung Galaxy Z Fold3.

However, the current prices of products that use under-screen cameras are still relatively high. Nevertheless, in the future, we may be able to get cheaper smartphones with this technology. While the ZTE Axon 20 and Axon 30 sell for $322 and $338 respectively, the Xiaomi Mi MIX 4 was released for $770. As for the Samsung Galaxy Z Fold3, the price of this device is $1799.99. It’s important to note that all the prices above are the starting price of these smartphones. We can see that these devices are pretty expensive.

However, here are the top three reasons why in the next six months, we can get very cheap under-screen camera smartphones.

1. Gradual maturity of the technology Gizchina News of the week

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Just like the under-screen fingerprint sensor, as the technology continues to mature, the decentralization of functions is inevitable. Thus, users only have to wait for this technology to mature before they get cheaper options.

2. Camera/screen effect is not top-notch

Presently, the under-screen camera products are struggling to balance the display effect and image output. However, with the current materials and technical display, the under-screen camera products are far from other solutions. They are inferior with respect to screen quality and image output. Nevertheless, their selling point is the absolute full-screen.

Lu Weibing, president of Xiaomi China and general manager of the Redmi brand, said that if you care about the effect of the front camera, it is better to choose a punch-hole screen product. This also means that in terms of the front camera, the under-screen camera solution is still very weak.

For such a product with a weak front camera and display, cost-effective products are more suitable to have this type of solution. Since the punch-hole and notch solutions are doing very well in the camera and screen departments, they will have an edge. If the under-screen camera technology becomes cheaper, many users will still buy them despite the shortcomings. Thus, it is most likely that this technology will reduce its price sooner or later.

3. Not suitable for flagships

Conventional flagship smartphones are different from say the MIX and Fold series. While the MIX series emphasizes design, the Samsung Galaxy Z Fold series emphasizes the foldable screen. Thus, these smartphones have the leverage to be “poor” in a few aspects that it is not emphasizing. This is not the case with regular or conventional flagship smartphones. A regular flagship smartphone is not expected to have any shortcomings.


The on-screen camera technology is a great solution for solving the full-screen need of users. However, this technology has too many shortcomings that make it unsuitable for regular flagships. We believe that consumers prefer to experience this technology on low-priced products. As mentioned earlier, when technology continues to mature, decentralization of functions is inevitable. We believe that soon we will be able to buy under-screen camera products for less than $300. Just like the pop-up camera smartphones which now sell for less than $300, under-screen camera smartphones will most likely get to this point.

Where Links Fit Within The Marketing Funnel

“Just link to my product pages!”

If you’ve worked in SEO long enough, you’ve undoubtedly heard this request.

If you’re an in-house marketer searching for an SEO vendor, please don’t make this request.

This may seem counterintuitive since product pages are typically your most valuable pages in terms of conversions, but conversion value doesn’t necessarily translate to link-worthiness.

For some reason, when it comes to links, we see clients forgetting how their marketing funnels work, focusing solely on bottom funnel pages.

Of course, SEO and link building should influence the search visibility of your most important, bottom funnel pages (category and product pages), but in this post, I want to explain:

How links fit within the marketing funnel.

How to sustainably earn links that feed your entire funnel.

Different Pages for Different Stages

The pages on your website serve different purposes and functions, and different pages are meant for different types of visitors.

A complete website will feature pages that serve every stage of your marketing funnel – from awareness to purchase – to ensure you’re reaching all your audience and moving them towards becoming loyal customers.

For example, the website of the company I work for has:

Service pages that inform visitors who are considering an SEO vendor.

Guides and resources that provide information for visitors who are new to SEO and looking to learn more.

Each of your pages should serve a specific purpose and select portion of your visitors. Not all pages on your site are going to relevant to all users.

Because there are pages on your site that aren’t relevant to segments of your own audience, it makes sense that there are also pages that won’t be relevant to the audiences of other sites.

If your page isn’t relevant to another site’s audience, the human that manages that site is never going to link to that page – there is no benefit for them to link.

Therefore, some pages are more linkable than others, because they have a broader appeal to larger audiences.

(Most) Link Opportunity Exists at the Top of the Funnel

Pages with a broader appeal are typically more linkable, and these pages usually live at the top of your marketing funnel.

Informational, top funnel pages are link-worthy for a couple reasons:

There is usually more search demand surrounding these topics.

These types of pages provide inherent value (free information).

The lower you go down the funnel, the more specific and smaller an audience you’ll target – more people are searching for [how to mount a TV] than are searching for a specific TV mount model.

So, your page about how to safely mount a TV will be relevant to many more websites (link prospects) and their corresponding audiences than your page about a specific mount.

From a site manager’s perspective, a page that instructs readers on how to do something is much more useful to their readers than a page trying to sell them a product.

Site owners want to link to pages that benefit their audience, and they are much more likely to link to the how-to page because it bolsters their own reputation as a trusted resource.

This is why SEOs cringe when a client wants to emphasize their product pages for a link acquisition campaign – securing links to product and category pages isn’t sustainable.

However, it’s possible to influence the visibility of these pages by linking internally to them from more link-worthy, top funnel pages.

Internal links can pass link equity and topical authority to other pages, and an effective link building strategy will leverage internal links to impact bottom funnel pages.

With all that being said, it’s not impossible to earn links to product pages and other pages at the bottom of your funnel.

But the problem is that these opportunities are very limited, and you can not sustain a long-term link building campaign with mid and low-end funnel pages.

To better understand why link opportunities dissipate the further down the funnel you go, I’ll share some examples of the different opportunities at each stage.

Link Opportunities at Each Stage of the Funnel

While most link opportunities exist for top funnel content, it is possible to earn a handful of links for mid and bottom funnel pages.

Consider the different types of content you have at each stage of the funnel and think about how large the potential audience might be for those pages.

If you’re unsure of which pages fit where in your funnel, check out this helpful guide from HubSpot on creating content for each stage of the buyer’s journey.

Here are some of the common opportunities available for each type of page.

Top Funnel Pages

Typically, these are the most linkable pages on your site. There is a wealth of link opportunity for this type of content:

Audience resource pages

Enthusiasts and clubs

Online communities and groups

Public agencies (schools, government, etc.)

Informational resource pages

Guides and how-to’s

Information hubs

Authoritative lists

Business list resource pages



Partners pages

Sponsor pages

Vendors that sell your products or services


Mid Funnel Pages

Mid funnel pages address the consideration stage of the funnel and usually reference your products or services, but more in the sense of their application rather than describing their features.

Common link opportunities for these pages include:

Unlinked brand mentions

You have no control over mentions as these opportunities are completely reliant on other people talking about your brand.

Industry comparison sites

These pages often involve affiliate partnerships and won’t link to non-affiliates.

Bottom Funnel Pages

Again, these are the most difficult pages to attract links to because they are commercial and don’t provide broad value. However, there are a few limited opportunities here:

Unlinked product or service mentions

Again, reliant on product or service recognition and popularity.

Product listing pages

Typically tied to affiliate programs.

Local guide pages

Contextual depending on industry and not deeply scalable because you’re limited by location.


Limited opportunities for quality directory listings – is there a section of the directory that is topically relevant to your page? Are people visiting the directory? Is it indexed? Does it cost money to be listed?

It’s possible to secure links to mid and lower-end funnel pages on your website, but the further down the funnel you go, the narrower your audience becomes and subsequently, link opportunities become much more limited.

A complete SEO strategy aims to influence the overall visibility of your site, helping your potential customers find your website in search.

All pages won’t rank for all things, but strategic SEO helps you identify search intent – and what stage of the funnel they’re at – and matches those searches with your corresponding content.

Additionally, a comprehensive SEO strategy will inform content creation to ensure you’re addressing your entire funnel and audience.

Since links are such a powerful ranking factor, we often see clients assume that they must link directly to their product pages to rank those converting pages.

However, targeting top funnel pages, which have far more link opportunity, and then leveraging internal links from those pages is a much more sustainable link acquisition strategy for impacting rankings of bottom funnel pages.

More Resources:

Image Credits

Featured Image: Created by author, February 2023

12 Tools That Can Improve Your Marketing Funnel

Have you ever been in a situation when you’ve done everything you could to sell your product, but people didn’t buy it? You may have a fantastic product, a lot of great ideas and motivation to run your business, but unfortunately, that is not always enough to succeed. This blog will review how optimizing your marketing funnel can help you overcome this dilemma!

According to Forbes, eight out of ten entrepreneurs who start businesses fail within 18 months. If you don’t want to repeat their fate as a businessman, you need to understand how to sell your product or service. To do that, you need to be able to build an effective marketing funnel.

Download our Individual Member Resource – Inbound marketing Quick Wins template

Our template includes the latest inbound marketing techniques across the full customer lifecycle structured around the Smart Insights RACE planning approach so you can apply a consultant’s approach yourself by following the questions you need to ask.

Access the Inbound marketing Quick Wins template

In this article, we will share 12 tools you can use to improve your marketing funnel. The tools are sorted into their respective groups to make everything easier to follow.

Tools for creating lead magnets

The average time people spend on a page is only 15 seconds. This means that a big chunk of visitors that are on your site for the first time won’t remember you for long, even if they found the information they came for.

That’s why it’s important to build email lists or pick up other contact info such as telephone numbers. This gives you the ability to follow up with your prospects and lead them through your funnel. What is the best way to get that valuable contact information? The answer is lead magnets.

Over the years, marketers came up with a wide variety of different lead magnets – ebooks, checklist, white papers, quizzes, contests, webinars, to name just a few.

However, great lead magnets don’t just pop-up out of thin air. You need to create them. Luckily, there are a lot of different tools you can use to speed up the process of creating any type of lead magnet we just mentioned.

Here are some of our favorites:


Did you ever thought about transforming your blog posts, podcasts, or videos into lead magnets but gave up on that idea because it was too much work? You can use Designrr to automate the whole process and quickly create eBooks, Flipbooks, and Transcripts you can use as your next lead magnets.

Canva Typeform Wishpond

If you want to take interactivity to a whole new level and focus more on user-generated content, Wishpond can help you smoothly run a variety of social media contests.

When do you need these tools?

The answer is almost always.

You need incentives to pull visitors into your funnel. All of these tools give you an ability to provide incentives that are strong enough to get that valuable contact info.

A great time to explore your options is if you are in the process of building up your website and you are still unsure what kind of incentives you can or should offer.

For those that have been running their business for a while and want to spice things up, it is never too late to look at different lead magnet ideas and then search for tools that can help you create whatever caught your eye.    

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Tools for creating landing pages

Some marketers don’t believe in landing pages because they haven’t had a reasonable conversion rate or think it takes too long to create one. However, these days you don’t need to hire a designer or developer to build a highly converting landing page.


One of the most robust tools on the market for creating landing pages is Leadpages. It offers a variety of different features like:

Website builder

Landing page builder

Pop-ups and alert bars builder

Facebook Ad builder

In terms of creating landing pages, you will be interested to know that it offers mobile responsive themes, drag and drop page building, unlimited A/B testing, plenty of integrations with popular tools, real-time optimization tips, and a huge base of templates to choose from.


If you want a tool whose sole focus is landing pages, you can give Landingi a try. When it comes to building landing pages, Landingi boasts very similar features such as simple drag and drop builder, huge list of integrations, split testing, responsive templates, and decent analytics.

You can even send your design files and the team will import it into your Landingi account.

When should you create landing pages?

There are a lot of solid landing page builders out there and most of them offer more or less the same features. With that in mind, workflow and pricing will play the biggest role in deciding which one is best for you.

Two main elements differentiate a landing page from your run of the mill pop-up offers:

Landing pages give you more space to work with and build a high-conversion copy.

Properly built landing pages eliminate unnecessary distractions and keep visitors focused on your unique selling proposition.

Because of these differences, landing pages are more suitable for targeting prospects that are closer to the bottom of your funnel. Why? As you can imagine, it takes more persuasion to convince someone to start a trial or buy a product than to leave you their email address in return for some checklist.

Here are a few additional situations where landing pages can be really useful:

You can build landing pages that welcome referral traffic generated from affiliate marketing.

Funnel mapping tools

Based on the sales funnel diagram, it seems like the funnel has a linear structure. But in reality, the marketing funnel is not that simple.

People are attacked by tons of information every day. When they come across your product, they might want to see and try other options. It might take weeks or even months before potential clients get back to your funnel and make a purchase. Things get messy over time, and this is where funnel mapping can help.

The stages of your funnel

Lead magnets

Landing pages

Traffic sources and more

Simply put, funnel mapping is just a visual representation of your sales funnel. This representation includes everything:

Let’s take a closer look at some of the best tools for funnel mapping out there.


Creating a funnel may sound easy at first, but the devil is in the details. Try Funnelytics – an app that allows you to design your sales funnel with a drag and drop feature. You can use templates of marketing funnels and customize them.


Funnelflows is another neat tool that can help you build and visualize your marketing funnels. What separates it from similar mind-mapping tools is that it is built specifically for this purpose. You can use a wide variety of premade elements to quickly visualize any type of marketing funnel.

When do you need to visualize your funnel?

While many marketers will at least outline their funnels on a piece of paper or a whiteboard, sometimes that isn’t enough.

If you need to build a complex funnel with a lot of branching, building an accurate visual representation can point you to potential problems, as well as give you ideas on how to further optimize the whole process.

On top of that, having it in a digital format allows for easier sharing and collaboration with both clients and different team members.

Lead generation tools Intercom Snitcher

Another interesting tool used for lead generation you can give a try is Snitcher.

Snitcher integrates with your Google Analytics account to retroactively identify who has visited your site, how they found it, and give you an idea of what they were looking for. It also gives you an ability to segment those visitors based on their company’s attributes and actions they performed on your website.

However, keep in mind that people who did not directly leave you their contact information often aren’t ready to buy so be very careful how you approach them. If you are too pushy, likely, you will never get a response.

Do you need lead generation tools? Email automation tools

How often do you use emails to interact with your customers? Do you notify them about new products, features, and useful guides? Do you wish them a happy birthday? Emails can help you increase conversions in by more than 14%.


Nurture sequences

Email sequences

Automated email follow-ups

For instance, when a person requests a freebie or uses the contact form. Email automation allows you to build a relationship with potential clients by educating them about your product and sending them all kinds of useful content (e.g. whitepapers).

In essence, email automation is a crucial part of email marketing as it allows you to automate your whole lead nurturing process.


SendinBlue is a powerful email automation software that enables you to send the right message at the right time. You can quickly build great looking emails, use their machine-learning algorithm to decide when is the best time to send them, track analytics, and more.


ActiveCampaign is another popular marketing tool used by over 60,000 companies, from bloggers to big corporations all over the globe.

When is the time to invest in email automation tools?

The idea behind it is simple – the welcome email triggers after they opt-in for one of your lead magnets. You send a series of emails that tell them a bit more about your brand and delivers another piece of useful content.

If that sounds like something you want to try out, you will need to invest in email automation tools.

Here are a few additional situations in which email automation tools are necessary:

You plan to run weekly or monthly email newsletters.

You are starting an online store and plan to build an email list to notify people about offers like discounts and contests.

Over to you

Building a sustainable funnel involves a lot of testing and you will rarely get it right on your first try. Luckily, there are plenty of tools on the market that can help you optimize this process by solving specific problems you encounter at different stages of the funnel.

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