by Nicola Hodd 
When you work so hard to get leads into the top of the funnel, the same effort should be focused all the way down to ensure the leads eventually get converted. However, I know this is easier said than done!
One complication is about who owns the lead – as a lead starts to progress through your funnel it should interchangeably switch between marketing and sales. So long as your definition at each stage is clear then you can build in a communications plan and automations to streamline your process.
Using a Marketing Automation Platform ensures that the potential buyer doesn’t realise whether they are part of the marketing or sales cycle, they should move seamlessly between the two. These tools can help you track and store data about your leads in order to work out who they are and what they need, enabling you to send highly targeted and personalised communications to them. Over time, this insight and data can help optimise your funnel further by mapping content to the right prospects at the right time and driving the most engaged leads through your funnel faster.
Sales and marketing alignment is essential and as with any relationship – communication is key! Work with your sales team to learn more about your potential customers and what they need. In return, you can provide them warmer leads that are more likely to convert.
Challenges aside, everybody can start optimising their sales funnel by following these 4 handy tips.
A common mistake in inbound marketing is oftentimes made by focusing solely on the top of the funnel. While publishing blog articles and ramping up your social media efforts are integral parts of creating a working sales funnel, you won’t close any deals if you don’t focus on these contacts after their initial conversion.