Automating your sales funnel can solve one of the primary challenges most B2B organizations face: marketing and sales are often at odds.自动化销售渠道可以解决大多数BXNUMXB组织所面临的主要挑战之一：营销和销售常常是矛盾的。 The sales team is working hard to work leads and close deals.销售团队正在努力工作，以潜在客户和达成交易。 They can be frustrated by a seeming lack of enough new leads coming in from the marketing team, or by a missing piece of information that has been omitted from a marketing campaign.他们可能会因市场营销团队似乎缺少足够的新线索而感到沮丧，或者因营销活动中遗漏的信息丢失而感到沮丧。 Meanwhile, the marketing team is working hard to design messaging that will drive impact, and they can be frustrated when the sales team doesn't properly utilize the materials they're providing or when they go off script or violate set brand guidelines.同时，营销团队正在努力设计会产生影响的消息传递，当销售团队没有适当地利用他们提供的材料，或者当他们使用脚本或违反既定品牌准则时，他们可能会感到沮丧。
So, what's the solution?那么，解决方案是什么？ Leveraging a sales funnel model complete with sales funnel automation can help get these two vital teams back on the same page with their efforts.利用具有销售漏斗自动化功能的销售漏斗模型，可以帮助这两个至关重要的团队重新努力。 And now you may be wondering:现在您可能想知道：
- 什么是销售渠道？
- 您如何实现销售漏斗自动化？
- 您如何证明结果？
Not to worry!不用担心！ This blog will provide you with actionable answers to all of your sales funnel automation questions.该博客将为您提供所有销售漏斗自动化问题的可行答案。
什么是销售渠道？
To understand the sales funnel, imagine a typical kitchen funnel you might use for pouring something into a bottle.要了解销售漏斗，请想象一个典型的厨房漏斗，您可以将其倒入瓶中。 The top of that funnel is the widest part, and it passes through the progressively narrower stages of the funnel until coming out the narrowest point at the bottom and filling the bottle.漏斗的顶部是最宽的部分，它经过漏斗的逐渐变窄的阶段，直到从底部的最窄点出来并充满了瓶子。
In sales, the bottle represents your business, and your goal is to fill your business with loyal customers.在销售中，瓶子代表您的业务，而您的目标是让忠实的客户充满您的业务。 Prospects arrive at the top of the funnel and trickle through before becoming customers.潜在客户到达渠道的顶端，然后逐渐成为客户。 There are two big differences to keep in mind, though, between an actual funnel and the sales funnel.但是，在实际渠道和销售渠道之间要记住两个大差异。 In the sales funnel, not everything that enters through is guaranteed to come out the bottom.在销售漏斗中，并非所有进入的内容都可以保证排在最后。 The sales funnel also has specific stages, and it takes work to get people from the top of the funnel through each stage to the bottom.销售漏斗还具有特定的阶段，需要花大力气才能使人们从漏斗的顶部穿过各个阶段到达底部。
销售漏斗的阶段
这个 销售漏斗 can be broken out into a few distinct stages.可以分为几个不同的阶段。 Prospective buyers at each stage of the funnel have a unique emotional and logical mindset, where specific types of information can help guide them to the next stage before ultimately making a decision.渠道每个阶段的准买家都具有独特的情感和逻辑思维方式，其中特定类型的信息可以帮助他们引导他们进入下一个阶段，然后最终做出决定。
1。 意识
When prospects first enter the sales funnel, they're in the awareness stage.当潜在客户首次进入销售渠道时，他们就处于认知阶段。 At this point they know they're dealing with an issue or experiencing a pain point, but might not be aware that a solution is available.在这一点上，他们知道他们正在解决问题或遇到痛点，但可能不知道有可用的解决方案。 If they are aware there are potential solutions available, they might not be aware of your brand within those possibilities.如果他们知道有潜在的解决方案，那么他们可能不会意识到您的品牌。 At this point, prospects react largely on gut instinct and emotional appeal to get “hooked” into a brand before moving to the next stage of the funnel.在这一点上，潜在客户对肠道直觉和情感吸引力的反应很大，因此在进入下一阶段之前就被“钩住”了品牌。
2.考虑
Once your customers are aware of your brand, they enter the consideration stage.一旦您的客户知道您的品牌，他们就会进入考虑阶段。 At this point, they're not only considering your brand but others that might offer solutions that meet their needs.在这一点上，他们不仅在考虑您的品牌，而且还在考虑可以提供满足其需求的解决方案的其他品牌。 There's still a degree of emotion involved at this stage, but logic starts entering the picture.在此阶段，仍然涉及一定程度的情感，但是逻辑开始进入画面。 If a brand doesn't appeal to their needs or meet criteria such as budget, features or desired customer experience, then that option will be eliminated from consideration.如果品牌不满足其需求或满足预算，功能或所需的客户体验等标准，则该选项将不予考虑。 At this stage, it's important to let your prospects know what在此阶段，重要的是让潜在客户知道 让您与众不同.
3。 决策
The decision phase is where customers have most of the information they need to pull the trigger and make a purchase but are weighing all of the final logistical details.决策阶段是客户掌握触发扳机和进行购买所需的大多数信息，但要权衡所有最终物流细节。 Here, they are most likely to need the facts and differentiating information that will help them make a logical decision.在这里，他们最有可能需要有助于他们做出合理决策的事实和差异化信息。 At this point, information like discounts, warranty offers and excellent service are most important to help turn leads into customers.在这一点上，折扣，保修报价和优质服务等信息对于帮助将潜在客户转化为客户至关重要。
4。 忠诚
Once a customer makes a decision, the funnel doesn't end.客户做出决定后，渠道就不会结束。 You've added them to your customer pool, and you want to keep them there.您已将它们添加到客户群中，并希望将其保留在那里。 It is important to continue giving your existing customers regular content and excellent service so that they remain loyal to your brand.继续为现有客户提供常规内容和优质服务非常重要，这样他们才能忠于您的品牌。 Additionally, they may also recommend your products and services to friends and peers who might find them useful.此外，他们还可能向可能会觉得有用的朋友和同行推荐您的产品和服务。
您如何使用销售渠道？
To develop a sales funnel for your business, you need to start by understanding your audience.要为您的业务开发销售渠道，您需要首先了解您的受众。 Ask your current customers, top sales performers and key brand stakeholders about your audience's needs.向您的当前客户，销售业绩最好的人和主要品牌利益相关者询问受众的需求。 Consider developing buyer personas, which help you understand each of your ideal market segments based on demographic information, specific needs, common pain points they experience and any questions those buyers might have as they journey through the funnel.考虑发展买方角色，这可以帮助您根据人口统计信息，特定需求，他们遇到的常见痛点以及这些买方在购物过程中可能遇到的任何问题来了解您的理想市场细分。
With that information in hand, you can develop content that can assist buyers in resolving these pain points.掌握了这些信息后，您便可以开发可帮助买家解决这些痛点的内容。 By serving specific content to buyers based on their unique needs and expectations, you can help them get the information they need to build awareness, guide consideration and make a decision that keeps them loyal to your brand for years to come.通过根据买家的独特需求和期望向他们提供特定的内容，您可以帮助他们获得所需的信息，以建立知名度，指导考虑并做出决定，使他们在未来的几年内忠于您的品牌。
自动化销售漏斗的好处
The modern buyer has come to expect content offerings that not only meet their needs in a general sense, but they expect to receive it quickly in a way that is extremely personal to their needs.现代的购买者已经期望内容提供不仅可以从总体上满足他们的需求，而且还希望以对他们的需求非常个性化的方式迅速收到它。 In fact, customers have come to expect specific, dynamic content tailored to their unique needs based on their actions through personalization.实际上，客户已经期望通过个性化的行为根据自己的独特需求量身定制特定的动态内容。
Automating your sales funnel allows you to deliver unique, personalized content to users in your funnel with minimal manual effort from your sales team.自动化销售漏斗可以使您以最小的销售团队手动工作就可以向漏斗中的用户提供独特的个性化内容。 You can track user data in a secure manner that complies with privacy standards but also allows you to offer the dynamic content your users expect.您可以以符合隐私标准的安全方式跟踪用户数据，还可以提供用户期望的动态内容。 In fact, users are typically aware that companies are collecting their data and expect them to use it responsibly when they opt into receive marketing messages.实际上，用户通常会意识到公司正在收集其数据，并希望他们在选择接收营销信息时负责任地使用它。 In fact,事实上， 53％的消费者会改变他们的支出 擅长个性化体验而不失去信任的提供商。
除了向每个用户提供个性化内容外，您还可以使用自动销售渠道中捕获的数据来分析性能并调整策略。
开始你的 自动化 在旅途中，您需要将所有客户数据输入到CRM系统中，以识别：
- 您的听众真正是谁
- 他们参与的内容类型
- 他们最常见的问题
- 您的品牌在每个渠道上提供的信息
将所有内容集中在一个地方，您将能够清楚地识别出不一致之处，差距和机会，以同步沟通并根据需要调整策略。
您如何创建自动销售渠道？
Automating your sales funnel first requires you to identify your audiences.首先，要使销售渠道自动化，就需要识别受众。 As we mentioned earlier, buyer personas are an extremely useful tool to build the specific content your leads are looking for.正如我们前面提到的，购买者角色是构建潜在客户正在寻找的特定内容的极为有用的工具。
Next, you'll need a solid piece of anchor content.接下来，您将需要坚实的锚内容。 This is something that your prospects would be willing to give their information in exchange for in most cases, such as a whitepaper, a buyer's guide or other premium content that establishes your brand's expertise.在大多数情况下，这是您的潜在客户愿意提供的信息，以换取诸如白皮书，购买者指南或其他建立您品牌专业知识的高级内容之类的信息。
Once this content is in a good spot, you should map out your buyer's journey.一旦这些内容很合适，您就应该规划买家的旅程。 Develop a range of supporting content in the form of blogs, videos and emails that address user questions.以博客，视频和电子邮件的形式开发一系列支持内容，以解决用户的问题。 If you're using a good marketing automation platform, you should be able to map user journeys that take different paths based on actions.如果您使用的是良好的营销自动化平台，则应该能够根据操作来映射采用不同路径的用户旅程。 For instance, if a user clicks through on a specific email, they might move to content in the next stage of the funnel.例如，如果用户单击特定的电子邮件，则他们可能会转到渠道下一阶段的内容。 If they don't, they'll receive additional content that helps build awareness until they take the action that helps them move to the next stage.如果他们不这样做，他们将获得其他有助于树立意识的内容，直到他们采取行动帮助他们进入下一阶段。
Once you've considered your journey from opt in to the decision, including critical points for users to convert into the next stage of the funnel, you're ready to begin building.在考虑了从选择加入到做出决定的过程（包括用户转换到渠道下一阶段的关键点）之后，就可以开始构建了。 Within your marketing automation platform, you should be able to build nurture workflows, create email templates, design landing pages and publish blogs to keep all of the touchpoints for your sales funnel automation in one central location.在您的营销自动化平台中，您应该能够构建工作流程，创建电子邮件模板，设计登录页面并发布博客，以将销售漏斗自动化的所有接触点保持在一个中央位置。
渠道如何衡量？
查看销售漏斗自动化的性能时，应考虑一些核心指标：
1.开盘率
Because much marketing automation is email-driven, it's critical to look at email metrics.由于许多行销自动化都是由电子邮件驱动的，因此查看电子邮件指标至关重要。 In email marketing, the open rate is the number of times your email has been opened.在电子邮件营销中，打开率是您的电子邮件已打开的次数。 This is a pretty obvious starting point for measuring the performance of your email automation efforts.这是衡量电子邮件自动化工作绩效的一个非常明显的起点。 If your emails aren't getting opened, they're obviously not going to have much impact on your marketing efforts and conversions.如果您的电子邮件没有打开，那么它们显然不会对您的营销工作和转化产生太大影响。
If your open rate is low, consider changing your subject line and preheader text (sometimes called preview text).如果打开率较低，请考虑更改主题行和预标题文本（有时称为预览文本）。 These are the first things a user will see when scanning their inbox and will have the biggest impact on the open rate.这些是用户扫描收件箱时会看到的第一件事，并且对打开率产生最大的影响。 Be sure to also look independently at desktop and mobile open rates to understand where most users are looking at your messages.确保也独立查看台式机和移动设备的打开率，以了解大多数用户在哪里查看您的消息。
2.点击率（CTR）
Click-through rate, abbreviated frequently as CTR, refers to the number of times users click on an element in your email.点击率（通常简称为CTR）是指用户点击电子邮件中某个元素的次数。 This is often broken out into the various clickable items in your email.这通常分为电子邮件中的各种可点击项。 For instance, you might have a link, a CTA button and a clickable logo in the header of your email that takes users to a landing page or your home page.例如，您可能在电子邮件的标题中具有一个链接，一个CTA按钮和一个可单击的徽标，这些徽标会将用户带到登录页面或主页。 It's key to understand not only how frequently your users are clicking, but also where they're clicking so you can guide the user journey.关键是不仅要了解用户单击的频率，还要了解用户单击的位置，以便您可以指导用户的旅程。
Be sure to not only look at CTR as a metric but also unique clicks.确保不仅将点击率视为一种指标，而且还应将唯一点击视为一次。 Unique clicks refer to the number of individuals who have clicked through, while your overall CTR includes repeat clicks.唯一点击是指点击的人数，而您的总体点击率包括重复点击。 Both are useful metrics, as repeat clicks indicate a user has come back and clicked on your email multiple times and are highly interested in your content.两者都是有用的指标，因为重复单击表明用户已经回来并多次单击您的电子邮件，并对您的内容非常感兴趣。
3.跳出率
The bounce rate refers to two different metrics for email marketing and web traffic.跳出率是指电子邮件营销和网络流量的两个不同指标。 In email marketing, bounce rate is the volume of emails that were returned undeliverable because of an invalid or deactivated email address.在电子邮件营销中，跳出率是由于电子邮件地址无效或已停用而无法发送的电子邮件数量。 It's critical to understand the quality of your lead database and maintain a low bounce rate.了解潜在客户数据库的质量并保持较低的跳出率至关重要。 A high bounce rate can hurt your sender reputation with email services, resulting in more of your messages ending up in spam filters.较高的跳出率可能会损害电子邮件服务的发件人信誉，导致更多邮件最终被垃圾邮件过滤器过滤。
In website and landing page traffic, the bounce rate represents the percentage of visitors who visit a single page and then leave a website rather than visiting another page or taking an action (such as filling out a form).在网站和目标网页的访问量中，跳出率表示访问单个页面然后离开网站而不是访问另一个页面或执行某项操作（例如填写表格）的访问者的百分比。 A high webpage bounce rate indicates that users aren't finding what they're looking for and are likely to “bounce” out to another site to find information.较高的网页跳出率表示用户找不到所需的内容，可能会“跳出”到另一个站点以查找信息。 This metric, in addition to session duration (indicating how long a user is on your page), sends search engines flags about the value of the content you're providing.除了会话持续时间（指示用户在页面上停留了多长时间）之外，该指标还会向搜索引擎发送有关您所提供内容的价值的标志。
4.退订费率和垃圾邮件标志
If your messages are resulting in a high rate of unsubscribes or ending up flagged as spam, that's an indicator that something is wrong.如果您的邮件导致大量的退订或最终被标记为垃圾邮件，则表明存在问题。 A high unsubscribe rate could indicate that you're either sending messages too frequently or that the content in your messages isn't useful.较高的退订率可能表明您发送邮件的频率太高或邮件中的内容无用。
When measuring the performance of your email campaign, look at unsubscribe rates across the life of the campaign — if one message has an abnormally high unsubscribe rate compared to the rest of your campaign, remove it from the drip.在衡量电子邮件活动的效果时，请查看整个活动期间的退订率-如果一条消息的退订率与活动的其余部分相比异常高，则将其从滴灌中删除。 If all of the messages you're sending have an equally high unsubscribe rate, it might be worth pausing the campaign and rebuilding it.如果您要发送的所有邮件都具有同样高的退订率，则值得暂停广告系列并重新构建它。
Meanwhile, spam flags are an even worse indicator that your content isn't being presented in a valuable way.同时，垃圾邮件标志甚至更糟糕地表明您的内容没有以有价值的方式呈现。 High spam rates indicate that recipients are manually flagging your messages as spam or filters are automatically picking them up and users are never seeing them.垃圾邮件率高表明收件人是在手动标记您的邮件，因为垃圾邮件或过滤器正在自动提取它们，而用户却从未看到它们。
高垃圾邮件率还会损害您的发件人信誉，导致您以后的邮件也最终成为垃圾邮件，并浪费您的电子邮件工作量。
5。 兑换率
Your conversion rate refers to users who take the desired action that moves them to the next step of the funnel.您的转化率是指采取了所需操作并将其移至渠道下一步的用户。 It's not enough to simply track how many users have opened your emails and clicked on your CTA buttons, you need to also be able to map your efforts back to qualified leads and closed deals.仅仅跟踪有多少用户打开您的电子邮件并单击您的CTA按钮是不够的，您还需要能够将您的努力映射回合格的潜在客户和已达成的交易。 Conversion rate is the most important metric to prove ROI for sales funnel automation efforts.转化率是证明销售漏斗自动化工作的投资回报率的最重要指标。
B2B销售漏斗自动化和优化
A lot of marketing automation platforms aren't necessarily built with sales professionals in mind.许多营销自动化平台不一定是在考虑销售专业人员的情况下构建的。 Many visual workflow builders adopt a “set it and forget it” model, allowing leads to move through the funnel autonomously.许多可视化工作流构建器采用“设置好后就忘了”模型，从而使线索可以自动在渠道中移动。 Once a lead provides their information, it's critical to not only follow up with an email or download, but also a personal touch from an expert sales team member.潜在客户提供他们的信息后，不仅要跟进电子邮件或下载，而且要由专业销售团队成员进行个性化处理，这一点至关重要。
However, salespeople too often “go rogue” with their own processes and messaging, which may or may not align with what you're providing in your automated sales funnel.但是，销售人员常常会“无赖”自己的流程和消息，这可能与您在自动销售渠道中提供的内容不一致，也可能不一致。 To take control of all communication, both digital and direct from the sales team, look for content that empowers your sales professionals and marketing efforts to work in perfect harmony.要控制销售团队通过数字和直接进行的所有通信，请寻找能使您的销售专业人员和营销工作完美协调地工作的内容。
例如， SharpSpring销售优化器 allows you to include tasks and actions for sales professionals as part of your sales funnel automation.允许您将销售专业人员的任务和操作作为销售漏斗自动化的一部分包括在内。 Your sales team will be alerted to opportunities when a lead engages with a specific piece of content, helping them close the deal when the time is right.当销售线索涉及特定内容时，您的销售团队将收到机会提示，以帮助他们在适当的时候完成交易。 Once the contract is signed, they can return that lead to the marketing team to add them to a loyalty pipeline that offers ongoing support and valuable content from your brand.签订合同后，他们可以返回市场营销团队，将其添加到忠诚度管道中，以提供持续的支持和品牌的宝贵内容。
Having all reporting, CRM functionality and marketing workflows in one place lets your sales team reduce the amount of time they're spending on administrative functions like scheduling appointments, gathering information and chasing leads that have gone cold.将所有报表，CRM功能和营销工作流程集中在一起，使您的销售团队减少在管理功能（如安排约会，收集信息和追查潜在客户）上花费的时间。 Follow-up tasks are automatically generated as part of automating your sales funnel, keeping the pipeline moving seamlessly, dividing workload evenly between your sales team and capitalizing on the most high-value opportunities first.在自动执行销售漏斗的过程中，会自动生成后续任务，从而使管道保持无缝移动，在销售团队之间平均分配工作量，并首先利用最大价值的机会。
有关行销自动化以及销售渠道自动化如何对您的业务有帮助的更多信息，或获取免费的个性化演示， 点击此处.
