Mastering the Middle of Your Funnel

The middle of your funnel, also called mid-funnel marketing, fills the gap between the TOP of your sales funnel (top of awareness) and the BOTTOM of your sales funnel (bottom of conversion). This is the stage when your potential customers consider whether or not your product or service will solve their problems. It's an opportunity to build brand trust, create a relationship with your audience, and nudge them toward making a purchase. Providing valuable content in this phase can increase your conversion rates and improve the ROI of your campaigns.

Nurturing leads with relevant and targeted content can help them move through the sales process at a natural pace, decreasing the likelihood of abandoned carts or lost revenue. In fact, a recent Demand Gen Report found that nurtured leads generate 20% more sales opportunities than non-nurtured leads. This is why it's so important to set clear, measurable goals for your lead nurturing campaigns and regularly analyze campaign performance. Key metrics to track include email open and click- through rates, conversion rates at each funnel stage, and the overall velocity of leads moving through your marketing pipeline.

Your first step should be to understand the needs of your buyers at each stage of the sales cycle, then develop content that will meet those needs. To do this, you'll need to segment your audience and send them tailored messages with relevant assets. This can be done through a variety of channels, including email, social media, search ads, and website personalization. For example, if you're targeting mid-funnel leads who have already downloaded your white paper, consider delivering a series of follow-up assets like case studies and testimonials that speak directly to their needs.

Alternatively, if you're trying to reach people who have left items in their online shopping cart, consider using SMS marketing to retarget them with an offer and urgency. This can be a highly effective way to convert shoppers who have come so close but just missed out on a sale. Menswear band True Classic, for example, uses this tactic to successfully convert abandoned carts with a free product sample and a
limited-time discount offer.

No matter the channel you choose, it's critical to measure campaign performance and adjust as needed. Your marketing team can use the data gathered from your various touch points to identify patterns and predict which types of content will resonate with your audience. This information can then be used to craft highly personalized content that will move your prospects towards a sale. It's also a great idea to test different aspects of your program, from the messaging to the visual elements of your emails, and to make ongoing improvements. This way, you can ensure that your program always reaches the right leads with the most relevant and timely communications. You'll find that the results will speak for themselves. Good luck!

FREE TRAINING VIDEO REVEALS

Home | Terms | Privacy | Disclosure | Commission Disclaimer | Cookies |

Earning Disclosure & Legal Statement | Contact |

©Copyright 2025 ConverziaHub
132 W International Speedway Blvd
Daytona Beach FL 32114
USA