The lead generation funnel is split into two tiers (top and bottom) in conjunction with the 5-step funnel that sits alongside to increase leads. The two tiers of lead generation and demand generation are intended to overlap across the five-stage lead generation funnel. Marketing activities from the lead and demand generation side influence the relevant stages of the 5-step funnel and support the lead generation journey to the close stage. This funnel is pulling in two directions to the close stage, and both sides of the funnel are designed to work in tandem.
For example, focusing on the lead generation specific section, using digital media to publish content, and ad campaigns with the marketing message of offering solutions and value. Marketing messages of solutions and deals are collated with the lead generation journey side of the funnel of unique customers and prospects. Specific marketing messages will support and influence lead generation at stages one and two.
Replicating partnerships of marketing messages and lead generation for both sides of the funnel such as by publishing content and ad campaigns throughout the dual-sided funnel, will aim to increase the number of leads coming into the business.
Robert Fogarty 