How businesses can maintain a predicable lead generation during an economic recession by adjusting their sales funnel strategies to include first party data collection.  

• A cookie is a data tracker used by web browsers like Google Chrome, Safari, and Firefox. The cookie collects data about the user which brands can then use to market to this user.
• The concept of cookies is not completely disappearing. First-party cookies can continue to be leveraged by website owners, while third-party cookies will no longer be supported by major web browsers.
• Without third-party cookies, marketing use cases will need to evolve to focus on first-party data collected with user consent.

One of the most common questions I get from new clients interested in the sales funnel is “What is a sales funnel exactly? I know the strategies work and I've heard about it from everyone but I really don't understand what it is.”

Why is a Cookieless Sales Funnel Strategy Important in 2022

A sales funnel is the path that your website visitors take when buying your product or signing up to your service and includes every step of the buying journey.

Established and new businesses alike that utilize online lead generation will likely feel the negative impact.

So, whether you are setting up your first sales funnel or you have an existing sales funnel

Cookie-less Marketing in 2022

While the topic may be more techie than you would care to entertain, it is prudent that businesses understand the implications and prepare themselves for this shift to a new direction.

Cookies had assisted businesses in tracking prospects throughout the multiple stages of a customer journey.

When a prospect is accurately tracked, business could deliver the right message at the right time.

Since cookies are being done away with at the end 2022, businesses can overcompensate with pivot to B2B marketing funnels that will segment your prospects into multiple stages.

Long story short the loss of cookies means that we can no longer monitor the customer journey the way we did even one year ago

Traditional sales funnels will need to adjust their layout in order to maintain performance and lead generation.

For example, the average long sales page will need to be parsed into smaller pages to be optimized.

The Platforms are Now Silos - Shift in Traffic Sources

The loss cookies have broad implications to where businesses are sourcing their paid traffic.

You’ve probably heard about Apple's IOS update that disrupted Facebook advertising last year.

The top browsers in our markets such Chrome, Edge will also phase out cookies at the end of 2022.

The loss of cookies has impacted social media platforms most.

Social media traffic has long been a source of low cost, low intent traffic that the savvy business could leverage for lead generation.

For many B2B companies this means a sharp reduction in advertising spend on social media platforms due to the loss of feedback signals from devices and browsers.

High Intent Google search and Youtube traffic are much better alternatives

In the new sales funnel definition, businesses will focus on the communication flow of their sales processes and can break down their existing funnels into multiple pages that will allow managers to accurately track and guide their customers to the next part of their customer journey.

Businesses should start incorporating tactics to overcome the loss of third-party data by gathering first-party data during the stages of sales funnel..

What is a Sales Funnel? – Definition

A sales funnel, also called a purchase funnel, is the visual representation of the customer journey, depicting the sales process from awareness to action.

Sales Funnel Stages

The four sales funnel stages by the acronym AIDA: Awareness, Interest, Desire, and Action. These four stages represent your prospective customer's mindset.

Stages of a Sales Funnel

• Awareness
• Interest
• Desire
• Action
• Re-engagement (Loss Cookies)

The stages of sales funnels vary greatly and depend on the business category.

For a deeper dive into the funnel theory I highly recommend you read Expert Secrets and Dotcom Secrets from Russell Brunson.

Funnel as a Communication Strategy

A Sales funnel is a communication strategy

Funnels are a part of business processes. A funnel is a dialog of communication between your prospects, clients and customers.

Here is an example.

Let's take a look at the average consultants in the year 1985.

During that time, if you wanted to generate leads for your business one of the most effective tactics was setting up a booth at a trade show.

Businesses would set up booths at trade shows to build awareness of their existing company. (This was the top of the sales funnel)

At this stage businesses are attempting to build exposure in order to be seen by their prospects and by their existing customer base to build awareness

They pretty much raise their hand and say hey just to let you know, I'm here and I'm open for business

Ideally, prospects attending the trade show would develop some interest.

The company has built consumer desire

**Interested prospects would approach the table and in exchange for their business card they would get a brochure or a goodie bag.

The company has increased value and opened a dialog for follow-up

Interested prospects would evaluate your company’s offer and begin their due diligence.

Prospects ready to conduct business would reach out and call the business.

The company has successfully generated demand

Why are Sales Funnels Important 2022?

Understanding the concept of sales funnels is important because it is an effective model for visualizing the customer journey from initial awareness all the way through conversion. The sales funnel provides a useful framework through which you can analyze your business and identify areas for improvement.

It is important to align the sales funnel communication objectives to ensure a clear and effective dialog.

Basically we need to make sure we say the right thing to the right person at the right time

Tailor your business communication to achieve the goals needed.

For example:

• Do you need more leads?
• Do you need more sales calls?
• Do you need to fill up a webinar with registrations?
• Do you need to fill up a live event with registrations?
• Do you need to collect more customer testimonials reviews?
• Do you need more paying customers?

What is a B2B Sales Funnel?

A b2b sales funnel is a sales pipeline that starts with leads being captured and moved through the different stages of interaction until they take a desired action.

A B2B sales funnel or sales pipeline refers to a sequence of stages that B2B prospects go through to complete a sale.

• Its primary goal is to convert business prospects (leads) into paying clients.
• Its secondary goal is to increase ROI.

B2B Sales Funnel as a Communication Strategy

A B2B Sales funnel is a communication strategy

A sales funnel is the dialog of communication between and your prospects, clients and customers.

B2B sales funnels are unique to the product or service, but the structure follows the same AIDA customer journey model. (Awareness>Interest>Desire>Action).

Though it’s tempting to look at your B2B marketing sales funnel…as a linear progression…prospects go up and down the funnel, linear or nonlinear.

Time and traffic is required to optimize the customer journey model.

The process entails a strategy to direct prospects through your funnel and become your customers.

Businesses with existing funnels can audit the communication flow of their sales processes and can isolate their funnels into individual pages.

These individual pages allow managers to accurately track and guide the customer to the next part of the customer journey.

Protip: “Hey, we just met!?” Don't overload them with information. Remember, it's a communication strategy, no-one wants or has the time for a 5-page article, or a 90 min video at first. It is much more effective to be consistent with smaller chunks of information rather than something time-consuming and dense. That will come later.

Why are B2B Sales Funnel Important in 2022?

B2B business are faced with stricter regulation of third-party customer data and a reduction in lead generation capacity.

Cookie-less B2B Marketing in 2022

Businesses require customer data and identifiers for their digital marketing campaigns. A lack of such information will impact their company’s growth potential.

As of 2022 companies have begun to experience significant reductions in marketing performance due to the loss of attribution data.

Businesses can overcompensate for the loss of data by pivoting to B2B marketing funnels that segment prospects into multiple stages.

Long story short the loss of cookies means that we can no longer monitor the customer journey the way we did even one year ago.

The traditional sales funnel will need to adjust its layout in order to maintain lead generation performance.

For example, the average long sales pages can be parsed into smaller, isolated pages.

The Communication Silo Problem

An insular communication system incapable of reciprocal operation with other, related information systems

In 2022 the B2B marketers’ ability to acquire and use customer data is shifting to a trust environment.

Legislative data protections are growing, Apple has introduced new privacy features in iOS 14, and Google will eliminate internet cookies from its Chrome browser by the end of 2022.

The loss of cookies has impacted the ability to use social media as a viable lead source

In my experience as an agency, businesses can benefit from social media for branding, but would not recommend they spend their lead generation budgets on social media.

Social media traffic is low cost but also consists of low intent.

The loss of feedback from devices and browsers means that social media will be increasingly difficult to justify advertising spend.

Basically without cookies we’re in the dark and we don't know if our campaigns are working.

Capturing first party data will be integral to supporting critical inbound and outbound lead generation, improving customer experiences, and fueling revenue growth.

Mitigate the loss of third-party (cookie) data by gathering first-party data during the stages of the sales funnel.

How to Create a Sales Funnel

Step 1: Define a Sales Funnel Strategy

A communications sales funnel strategy is a plan for communicating with your target audience. It includes who you are talking to, why you are talking to them, how and when you will talk to them, what form of communication the content should take and what channels you should use to share it.

A Sales funnel is a communication strategy that focuses on the ideal customer that you want to purchase your products or services.

Step 2: Install a Sales Funnel Template

Installing a funnel template will allow you to add the entire funnel to another ClickFunnels own account.

Most templates use a one-click installation and can be installed into your account with additional configuration.

• Part 1: Create a ClickFunnel account, it's free to create an account and is needed to install a funnel template.

Have a funnel template share-link ready to use.

• Part 2. Copy and paste share-link in your browser.
• Part 3. Confirm and allow the funnel upload.

The funnel will now be displayed on your funnel dashboard as a copy.

Step 3: Configure Settings

Configure the software settings to fit your business profile.

Most important settings include

• Domain
• Naming the page paths
• SMTP & email settings
• Payment gateway settings
• Lead routing & Zapier

Depending on your funnels needs more configuration may be needed.

Step 4: Customize Funnel Content

Use a full-funnel approach to create and implement specific content for each stage of the customer's journey, from awareness to conversion, to create a seamless and consistent experience that serves to inform, educate, and most importantly—convert.

Create consistent, cohesive content that builds brand recognition with your audience.

• Part 1: Update the content on each page of the funnel.

For example: B2B businesses can position themselves as the go-to expert or the subject-matter expert (SMEs) and align their content with a full-funnel strategy

• Part 2: Update images on each page
• Part 3 (optional) : Update videos on each page

Step 5: Send Traffic to Top of Funnel

Fill your funnel with prospects by building awareness of what your business does with a broad audience that is unfamiliar with your brand.

Top-of-the-funnel (TOF) marketing is the first stage of the customer journey.

At the Top-of-the-funnel (TOF) businesses can build brand awareness about their products and services to generate leads for products and services.

Use a lead capture page such as an event registrations, report downloads, appointment setting, etc.

What is a Sales Funnel Template?

The marketing funnel template is a tool for marketers looking to develop a marketing strategy for their customers from the initial awareness of their brand or product to the point of purchase.

A sales funnel template is a design of a consumer's journey to becoming a customer and what happens after they do.

 Proven funnels are readily available, Don't start from scratch, use one-click install funnel templates to save a huge amount of time.

What are the Stages of the Sales Funnel?

The five stages of the sales funnel are awareness, interest, decision, action, and re-engagement.

Use these stages to optimize your sales funnel and compel leads to become customers.

Stages of a Sales Funnel

• Awareness
• Interest
• Desire
• Action
• Re-engagement

What is the Best Sales Funnel Software?

Sales funnel software is a digital tool for building and monitoring your business' sales funnel and sales pipeline.

ClickFunnels is the best sales funnel software because it was built specifically for a multistage communication strategy.

Clickfunnels provides a top-to-bottom view of all marketing initiatives with a simple interpretation on how the marketing efforts affect the bottom line.

Basically you can quickly clone and repurpose your funnels without having to start all over from scratch.

Where can I Find a Sales Funnel Builder?

A sales funnel builder is a tool that allows set up of different parts of a sales funnel.

Tier 1 Marketing Solutions is a sales funnel builder specializing in B2B & B2G funnels since 2016.

Building a Sales Funnel

Our preferred sales funnel builder software is ClickFunnels, but there are others that we have tried that also work

• ClickFunnels – Great for new and small businesses
• Kartra – Great for agencies
• ActiveCampaign – Excellent automation capabilities
• HubSpot – CRM features

How Much does a Sales Funnel Cost?

The average cost for sales funnel builder software is $100 per month

A funnel can cost anywhere between $500 to $2000 to set up.

Expect additional costs with complexity, customization, and copywriting.

How do You Make a B2B Sales Pipeline?

A B2B sales pipeline represents the stages in a customer journey that a prospect takes as they become a customer. Each stage represents a different step on the journey.

A B2B sales pipeline is a communication strategy

• Define the sales goals - Define what you want to achieve..
• Understand the ideal customer - Define who is going to buy your product
• Prepare the customer journey stages - Define when they going to buy your product
• Ensure leads flow into your pipeline every month - Define a traffic plan to keep your pipeline flowing
• Follow up with high-quality lead - Consistent and diligent follow close on a sale.

What is a Sales Funnel in Clickfunnels?

A click funnel is a series of pages that lead to a conversion event. Prospects often enter a click funnel through a link on a social media post, a paid search ad or an email. That link takes the prospect to a landing page specific to a product or service your business sells.

Clickfunnels is a sales funnel builder tool that allows the set up of different parts of a sales funnel.

Our preferred sales funnel builder software is ClickFunnels

What are the Different Types of B2B Sales Funnels?

Effective B2B Sales Funnels in 2022

• Webinar Funnel
• Course/Membership Funnel
• Strategy Call / Appointment Funnel
• Product Launch Funnel
• Business Coach Website
• Video Survey Call Funnel
• Live Event Funnel
• Virtual Summit Funnel
• Ebook/Report Download Funnel

These funnels identify and overcome common challenges businesses face in 2022.

• Finding simple to implement marketing strategies
• Finding simple to implement resilience skills
• Generate a consistent flow of inside sales appointments
• Get more qualified leads for their business
• Quickly and easily shift to Post - COVID Internet-based management system
• Stand out from all the other business in the marketplace
• Getting leads organically
• Getting leads from paid channels
• Booking sales calls
• Filling webinar and online event rooms
• Getting reviews
• Identifying payment patterns
• Identifying what causes customers to leave

What are the Best B2B Sales Funnels for 2022?

The 5 funnel types that are most effective for B2B lead generation.

• Virtual Summits Funnels
• Virtual Panels Funnels
• Virtual Workshops Funnels
• Course Funnels
• Conversion Multi-step Funnel

What are Examples of B2B Sales Funnels?

These lead generators are just a few examples of lead generation strategies you can use to attract potential customers and guide them towards your offers.

B2B sales funnels (business selling to businesses) are different from B2C sales (businesses selling to consumers).

B2B sales funnels have unique psychology, market dynamics, and complex sales processes.

Investing in building brand awareness with a B2B sales funnel can assist in shortening the buying cycle.

The B2B buying cycle is typically 2-3x time longer than the average B2C product of equal value.

Why is Building Brand Awareness Online Important in a Sales Funnel?

People require trust in a product or service before they decide to make the purchase. Strategic brand positioning as a subject-matter expert (SME) will position the business as an authority in a market.

At Tier 1 Marketing Solutions we recommend the following:

Virtual Summits

• ​A virtual summit is a type of collaborative online event in which speakers are interviewed by a host. It's like an online conference with a collection of online presentations from 6 to 30+ experts on a topic. This type of event is a powerful marketing tool for both experienced business owners and newcomers alike

Virtual Panels

• A panel discussion format is a group discussion that takes place before an audience with the purpose of (1) informing the audience about issues of interest, (2) solving a problem, or (3) encouraging the audience to evaluate the pros and cons of a controversial issue.

How to Build Your Own B2B Sales Funnel?

Use a funnel builder software to create customer journey funnel for b2b lead generation.

I have been a marketing agency owner for over 10 years, and in that time I’ve seen trends come and go. The quality of your prospect, traffic source are the constant that determines the quality of your lead generation campaigns. I’ve run probably every funnel type you can think of on every appropriate advertising platform, and I've found that these 5 funnel types are the most effective for b2b lead generation.

• Virtual Summits
• Virtual Workshops Funnels
• Virtual Panels Funnels
• Course Funnels
• Conversion Lead Generation Funnels

Digital Marketing Case Study: Sales Funnels for Non-Profit

Using data analysis and research, Tier 1 Marketing Solutions developed a B2B lead generation strategy by categorizing marketing content for a new websites and synchronizing ad targeting with messaging across optimal online marketing channels to encourage qualified audiences to request more information.

Driving predictable growth through organized sales & marketing solutions for clients in B2B, B2C & B2G spaces.

• Tier1 Marketing Solutions is dedicated to integrating marketing solutions with a focus on driving efficiency & bottom line profitability.

Virtual Summits

Increased Brand Awareness: AHC National disaster response summit with state, government and multiple private sectors, conducted over 120 sessions with 60 more planned for 2023.

• Lead generation for attendees : over 1,000 registrants per year
• Lead generation for corporate sponsor : 2-3 $25K sponsors per year
• Summit Funnel & Follow-Up automation : Doubled audience base every year 
• ​2021 National ResilienceEXCH Virtual Summit
• ​2022 National ResilienceEXCH Virtual Summit
• ​2023 National ResilienceEXCH Virtual Summit

Virtual Panels

Increased Brand Awareness: In response to COVID-19, Tier1 Marketing Solutions helped increase leads by 130% in nine months by promoting the Business Resilience Virtual Discussion Series - an niche educational resilience discussion series with state and multiple sectors, conducted over 90 sessions. 

• Lead generation for attendees : Added over 1,000 new registrants past 18 months. 
• Panel Funnel & Follow-Up automation: Increased audience email list open rate by 200%
• ​Business Resilience Virtual Discussion Series

Course Funnels

Product Launch: Due to rapid loss of leadership in organizations with disaster response protocols, Tier1 Marketing Solutions helped build and promote a low priced, high value, multi-instructor course : STORM School - A New Trade School For Crisis Managers.

• Lead Generation for students - Achieved and maintain a 20% conversion rate 
• Course Funnel & Follow-Up automation - Add a high engagement onboarding sequence and outreach SOP
• Qualified Sales leads - Created an evergreen sales generation solution in niche market
• ​STORM School - A New Trade School For Crisis Managers.

Sales Funnels

Supply Chain Marketplace: In response to COVID-19 supply-chain demand, Tier1 Marketing Solutions helped develop and launch the marketplace app solution - The National Vetted PPE Directory Service – a national, vetted online marketplace to connect PPE manufacturers, distributors, and suppliers in the US to institutional buyers.

• Marketplace app development - Custom development to ensure privacy to the buyers and transparency to the sellers. Included a credit based account model for each re-purchase
• Lead generation for large PPE suppliers - Acquired over 200+ vetted suppliers to share inventory level (one of the highest during the pandemic)
• Lead generation for institutional PPE buyers - successful generated marketplace demand using massive cold out reach to large institutional buyers (states, universities, hospitals, etc)
• Sales Funnel & Follow-Up automation - Custom integrated a sales funnel to the marketplace app
• Go-To-Market Strategy - Launched 6 weeks after first lock down (May 2020).
• ​The National Vetted PPE Directory Service

Conversion Multi Step Funnel

Product Launch: Mortgage Broker 

• Lead generation for first time home buyers - effectively target potential in-market “ready to buy” home buyers using Google Performance Max at a below average cost per lead.
• Sales Funnel & Follow-Up automation - effectively increased sales by remarketing to prospects according to the step they are in the funnel.

What are Brand Development Funnels?

A lead generation funnel is a systemic process to generate leads. You reach your target audience and guide them into the top of the funnel. From there, you draw them down the funnel until they eventually make a purchase

Get All B2B Funnels for Free!

• ​Virtual Summit Funnel
• ​Virtual Workshops Funnels
• ​Virtual Panels Funnel
• ​Course Funnel
• ​Conversion Lead Generation Funnel

Brand Development Funnels: How to Build a B2B Brand in 2022

Prospects may know your brand, but awareness alone doesn’t create new customers. Expert B2B marketers create content for each possible stage of interest a prospect may be in, from a brief first visit to your website to a deep dive into whether it makes sense to engage with your company.

• ​Virtual Summit Funnel
• ​Virtual Workshops Funnels
• ​Virtual Panels Funnel
• ​Course Funnel
• ​Conversion Lead Generation Funnel