Is the term Y funnel new to you? You’re certainly used to the classic pipeline and it should be part of your business routine – or at least it should.
Whether new or not, the truth is that the market and customers are increasingly demanding agility and assertiveness from companies.
The demand is constantly increasing and the search for innovation that brings more productivity and generates more value to consumers is something constant.s
Within this reality, understanding what is a Y sales funnel and applying it in the daily business of companies is essential.
The classic funnel you know encompasses every step of the customer’s buying journey, right?
But what about the Y funnel, what is it like?
We answered that question in today’s article. More than that, we will talk about how it is possible to structure it in your company and what are the benefits of the application.
By the end of the text, we hope that the concept and its applications are clear to you.
Let’s check it out?
We’ll show you what the Y sales funnel is and how it works.
What is a Y sales funnel?
It is a funnel that involves two well-known customer acquisition strategies: via inbound marketing and via outbound marketing.
And that explains the use of the letter Y, precisely because of the segmentation that occurs at the top of the funnel.
With a more segmented sales process, it increases the complexity when it comes to prospecting, qualifying and also selling.
This “new” funnel exists to facilitate the management and also the optimization of this shopping journey – making the details of each step ever clearer to sellers.
The intention, of course, is always to be able to sell more and better.
Within this need, leads are generated via outbound (via LinkedIn or cold mail, for example), when they are not ready to buy, enter into inbound nutrition.
Thus, they will be armed with content tailored for each step of the shopping journey. Then, at the end of it, feel safe, confident to finally buy what your company sells.
What are the advantages of the Y sales funnel?
Having to opt for outbound or inbound doesn’t make any sense. You need and must use both ways to be able to fulfill the mission of how to attract customers to your company.
The Y sales funnel makes it very clear that the marketing and sales team can work together. Especially so that leads can be qualified in the best possible way.
This synergy is actually one of the main advantages of this funnel. Managers can better think about the integrations that make the most sense to the business when they have the big picture.
Working together makes a big difference and creates value all the time for prospects. And when this becomes a routine, the churn rate, for example, is much lower.
After all, the company will show that customer success is essential. That all the efforts of the teams are directed towards this.
It is important, then, that you be clear. The exchange of leads, captured via outbound and nurtured by inbound flows, defines what is a Y sales funnel.
And likewise for inbound-grade leads, which are activated by classic outbound processes.
This exchange, this mix is healthy for your business. And consequently for your company’s customers.
Provided, of course, you understand which lead fits best with which strategy. But we’ll talk about this better later.
Learn how the Y funnel works in practice.
The Y funnel in practice
If it’s still unclear, we’ve made it easy for you. The Y sales funnel captures leads from two strategies – as we talked about earlier.
But in practice, it is more or less like that. Let’s recap a few chapters, okay?
For inbound leads:
- Attracting potential buyers through content marketing. This happens through blogging, social networks, SEO strategies, sponsored links, etc;
- Converting visitors into leads. This is done through the rich materials produced. Such as eBooks, videos, spreadsheets, infographics, etc. This is the moment when the person gives the contact to your company and allows the relationship to actually start;
- Nurturing leads that need to feel more secure and empowered to buy. This is the classic inbound nutrition flow. Send emails in automation flows with content that makes the prospect confident for the purchase.
For outbound leads:
- Always active lead capture – and that needs to happen with market intelligence. It is up to the analysts to know where the ideal customer profile is and to build a base of contact for them.
- Connection with captured leads. This occurs through phone calls, sending emails, conversations via social networks. The aim is to organize a flow of cadence to gain the lead’s attention and arouse their desire for an agenda to talk better about the solution sold.
- Lead qualification. It’s time to understand if he’s ready to move forward and finally buy. For this, always try to find points to communicate with him.
That said, we go a little further…
The necessary bridge within the business process
Through the lead scoring that your company applies in its marketing automation tool, it is possible to identify lead maturity.
And this will mark the bridge between inbound and outbound flows. Maturity will take this potential buyer from one side of the Y to the other.
Lead generation is always challenging. But when it occurs assertively, many opportunities are generated. And depending on the volume, it’s hard to deal with them all.
Therefore, it is necessary to be strategic, organized and analytical to improve the results and productivity of the sales force in your business.
But of course, only with a solid sales process will it be possible to achieve this. Having sales predictability also makes all subsequent actions safer.
An efficient way to control everything that happens is to have operational indicators (OPI’s) and key sales indicators (KPI’s), as long as the visitor becomes a lead – or is captured – mapped.
It is important to know when the lead is ready to enter each flow of the Y sales funnel.
How do you know when the lead is ready for the Y funnel?
It’s important to be clear when outbound leads can enter the inbound flow – and vice versa.
Some aspects need to be taken into account to understand the ideal moment. To be clear when the lead is ready to move to the other side of the Y sales funnel.
We have separated 3 points that cannot be ignored. They are the interest, profile and maturity of this lead.
Let’s go to them:
The second aspect to consider is analyzing the behavior, within your website, of leads.
This one is simpler and refers to downloads performed in the automation flows, opening of emails and also how long this relationship with the customer has been taking place.
The profile of the material sent also helps to understand if it is possible to pass this potential buyer to the other side of the Y funnel.
If it opens up more funnel bottom materials, then it’s an indication that, yes, it’s worth doing.
If the interest was only in top-and-a-half materials, then a little more patience is needed. Keep nurturing the lead, even if the sales cycle ends up being longer in these cases.
This profile needs to be very detailed – and it must be said that it is quite different from the buyer persona of your business.
If we think about B2B sales, for example. You have provided rich material and a person fills out the form.
However, although he works in the segment that his company operates, he has the position of analyst. That is, most likely it is not a decision maker.
That said: is it worth sending him to the other side of the Y funnel?
No. It doesn’t.
It will not be he who will decide on the purchase. Moving it is therefore a mistake, which will increase the CAC of your business, as someone from your team will be displaced to pay attention to him, who will not have the power to make decisions over the negotiation.
However, if the lead is from a CEO or manager of some area, the reality is different. It’s worth approaching it with outbound strategies.
Especially if he has already opened the contents of the automation flow he entered after filling out the form on a landing page.
This is the key point to define the next step to be taken and direct efforts.
And here the lead scoring assessment needs to be taken into account – as well as the position of this lead within the funnel.
But, if the customer is not ready, it is necessary to continue qualifying him. For this it can be thrown into the pre-sales funnel within your CRM.
In it, the SDR will be able to work more assertively to qualify you. Clear your doubts regarding the product and/or service that the company sells.
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In addition to sending rich texts and materials (which probably have already been sent in the automation flows), videos can and should be sent.
In it, it is important to have funnel-like content, clarifying how the solution sold works. This, for B2B sales, is essential.
If the customer still says he’s not ready to buy, no problem.
Within your CRM Online, you can freeze this opportunity. Schedule a reminder and contact him in the future.
However, don’t forget to continue in a relationship with that person. Include it in the mailing that receives your weekly newsletter, for example.
This makes it easier to accelerate the knowledge and maturity of this lead. And the purchase, consequently, is closer to taking place.
So, how can we help you?
If you’re still unsure about the Y sales funnel, talk to a consultant today. We will be happy to serve you.
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