Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Download the Playbook
Fill out the form to get your playbook
Thank you! You have been subscribed.
Close
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Playbook
The Ultimate Inbound Marketing Strategy Playbook 2022
Free Inbound Marketing Playbook
View The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

The Anatomy of a Great Middle of the Funnel Opportunity

By John Bonini

John Bonini also recommends this free guide: The Ultimate Inbound Marketing Strategy Playbook 2022.

The Anatomy of a Great Middle of the Funnel Opportunity

 

The Anatomy of a Great Middle of the Funnel OpportunityMistaken identity plagues sales teams everywhere.


And whether you know it or not, you've likely been guilty of an identity crisis or two in regards to your leads at some point in your marketing endeavors.


Passing off leads to sales prematurely is no laughing matter. Not only are you wasting their time on the

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022
phone, but they're also plotting against you, as the marketer, for dumping a heap of crap leads in their lap.


Top of the funnel leads are easy to manage. They're still identifying their need and methods of addressing it, so information and resources are their best friend.


Middle of the funnel leads are a bit more delicate. What type of nurturing do they require? Are they simply ready to be touched by sales right now? Have they even re-engaged enough to be considered an opportunity?


It's this back and forth that often leads to many MOFU leads being marked as sales ready prior to them actually meeting the criteria for being so.


Since lifecycle stages are subjective to the marketer and company who determines their sales funnel, I thought I'd highlight the criteria that every MOFU lead should meet prior to being passed off to sales.


The Characteristics of a Middle of the Funnel Opportunity


Educated


This one sounds obvious, but once again, "educated" means something different to every marketer.


It should never be assumed that because a lead has downloaded an ebook you deem essential to your sales process, that they are in fact educated. Who says they even read the entire ebook?


To truly understand whether a lead is appropriately educated, it's important to delve into their behaviors as it relates to your website and content. Are they opening – and clicking – relevant emails?


Have they re-engaged with your brand on their own?


It should be noted that if they aren't digesting more advanced content to move through your sales funnel, they aren't any more "educated."


Consuming five introductory offers doesn't mean a lead has worked to the middle of your sales funnel. If you notice leads moving backwards, meaning they go back to downloaded intro offers after reading something more advanced, this is another sign that they may not be educated enough to be considered for sales.


Volume isn't an indicator here. What type or level of content is a lead consuming?


Never assume a lead is educated. Doing so only makes the sales process that much longer.


Engaged


Not to be confused with social engagement – although this is certainly helpful – look for your leads to engage actively with any communications on your behalf.


How do they respond to your lead nurturing efforts?


Are they clicking through on emails? Not even opening them?


In HubSpot, you can actually create segmented smart lists that contain only leads who have clicked through on an email.


Your lead nurturing campaign is where the great leads are discovered. You just need to be looking for them and using the tools necessary in order to identify them.


How many emails has a particular lead clicked on? Between their level of education and high level of engagement, you almost have a case for qualifying a lead as sales ready.


Behavioral


As I just mentioned, if a lead is educated and displaying a high level of engagement with your brand, here's where it's time to get more granular in your assessment in order to fully identify a lead as an opportunity.


Using whatever marketing automation software you have at your disposal, start analyzing what your leads are doing on your website.


What pages are they visiting?


Quantify that. After all, wouldn't a lead who visits your pricing page be a bit more valuable than one who is simply viewing your homepage?


How often are they coming back to your website? Are they doing so on their own?


Monitor a lead's behavior, as this is a huge indicator as to whether they're actually serious about your brand, or simply gathering information.


Demographics


Lastly, while this may sound obvious, is a particular lead even meeting the demographics your company deems necessary for a successful sales process?


Think of the information you're attempting to gather on your lead capture forms.


It could anything from geographic, industry type, company size, or even age.


Don't waste your sales team's time and resources by delivering leads that don't even align with the demographics your company has identified as essential.


Again, while this may seem obvious, it's also easy to overlook when a lead seems to meet all the other criteria. Educated. Engaged.


However, demographics ensure they're qualified to work with you.

The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Playbook
The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Topics:

Inbound Marketing
Published on July 8, 2013

Recent Articles

Green Energy Inbound Marketing Strategy: The DIY Approach to Getting More Customers
May 7, 2022 • 9 min read
IMPACT+ for Teams vs. the They Ask, You Answer Mastery Program
April 15, 2022 • 7 min read
How To Grow Your Email List: 13 Savvy Tips To Try in 2022
April 7, 2022 • 9 min read
Inbound Marketing for Franchises: Attracting Your Audience
March 25, 2022 • 6 min read
3 Surefire Signs Your Content Is Hitting the Wrong Audience
March 18, 2022 • 5 min read
Inbound Marketing for Higher Education
March 11, 2022 • 9 min read
Starting a Business Blog? Features and Best Practices for Success in 2022
March 10, 2022 • 10 min read
11 Books Every Black Sales and Marketing Professional Should Read in 2022
March 5, 2022 • 10 min read
Commercial Real Estate Inbound Marketing Strategy: The Simple Way to Get More Customers
March 4, 2022 • 6 min read
Inbound Marketing for Financial Services Providers and Financial Advisors (+ examples)
February 19, 2022 • 10 min read
Inbound Marketing for IT Companies
February 11, 2022 • 11 min read
10 Reasons Why Your Website Is Not Ranking In Google
February 10, 2022 • 15 min read
Inbound Marketing for Manufacturers
February 4, 2022 • 12 min read
Inbound Marketing for Healthcare (+ Examples)
January 28, 2022 • 11 min read
How Much Does Inbound Marketing Cost in 2022?
January 24, 2022 • 12 min read
Inbound Marketing for Insurance Companies, Agencies, and Agents
January 21, 2022 • 7 min read
4 Signs Your Revenue Team Is Slowly Failing
October 23, 2021 • 9 min read
17 Examples of Inbound Marketing That Drive Sales
October 11, 2021 • 13 min read
HubSpot and Data Privacy: How to Collect Contacts the Right Way
October 4, 2021 • 4 min read
5 Key Elements of a Winning Inbound Marketing Plan
September 14, 2021 • 14 min read
The Fundamentals of Inbound Marketing
September 9, 2021 • 13 min read
Inbound Marketing Strategy: 7 Steps to Success
August 11, 2021 • 8 min read
How to Learn Inbound Marketing in 5 Easy Steps
August 4, 2021 • 7 min read
What is the Inbound Marketing Funnel? (+ Examples)
July 26, 2021 • 7 min read
How Can the StoryBrand Framework Be Used for Inbound Marketing?
July 21, 2021 • 6 min read