GNT #093: Filling the Funnel with Purpose

read time: 6 minutes
 

Filling the top of the funnel is important, but in today's world, it’s not enough.

Sure, you can get a prospect’s attention, but long-term success depends on something deeper...

Uncovering and aligning your business’s purpose with your customer's goals.

More than ever, prospects are looking to partner with companies that understand their challenges and share their values - and meaningful engagement now goes beyond just the transaction.

Once you've embarked on the journey to grow your business with purpose, here’s a few funnel filling ideas to support genuine, aligned relationships that last.

Let's dig in. 
 

Understanding the Purpose-Aligned Funnel

A sales and marketing funnel shows the journey from discovering your business to becoming a loyal customer.

Once you have identified your purpose, started executing as part of your business plan, it's time to double-down on aligned sales + marketing efforts.

(Haven't started down the path yet? This free guide breaks down how to harness the power of purpose.)

Now, here’s how a purpose-aligned funnel works:

Top of the Funnel (TOFU): Attract the Right People

Your goal is to attract people who not only have the problem you solve but also align with your values. Focus on those who are most likely to care about what you offer, rather than just trying to appeal to everyone.

Middle of the Funnel (MOFU): Build Trust and Show Your Unique Value

Once your people are aware of you, help them understand why you’re uniquely positioned to help. Authentically show how you solve their problem in a way that reflects your shared values, building trust along the way.

Bottom of the Funnel (BOFU): Help Them Choose You

At this stage, make it easy for them to choose you by removing barriers, providing clarity around how to get started, and what their future state could look like. And if they don’t choose you now, leave the door open so they feel comfortable reaching out if they have a need later.

Read more GNT #003: Your Customer's Purpose Unlocks Your Growth Potential

Now, on to those purposeful funnel filler ideas. This is not an exhaustive list, but I hope it gets the juices flowing for what's possible in this new way to grow.

Top of the Funnel: Attract with Purpose (Awareness & Lead Gen)

Run a Survey & Compile the Results
Engage your audience with a survey on a relevant industry challenge, then compile the results into a report to share. This adds value by involving your community, sharing valuable data, and providing a way to engage with your brand.

Host an Exclusive Dinner
Hand-pick the recipients of the invite. Grab a table or book a private room at the most exclusive spot in town. Start the small group discussion with their big picture goals.

Interactive Mini-Course
Offer a free 3-5 lesson email mini-course that delivers real value and supports action or change. This helps prospects engage with your expertise while reinforcing your purpose, building trust before they’re ready to buy.

Host a Podcast
Start a podcast where you discuss topics that resonate with your audience’s challenges and values. Interview industry leaders, buyers, or share personal stories that connect.

Live Social Series
Go live weekly or biweekly on platforms like LinkedIn or Instagram to discuss relevant topics. Make it interactive by addressing audience questions in real time. The live format often gets prioritized, expanding your reach.

Send Personalized Video
Create short, personalized videos to send to prospects. These videos can address specific problems your audience is facing while demonstrating your commitment to understanding their unique challenges.

Run a Contest
Offer a free coaching session or a spot in your next workshop for the best comment or idea that aligns with your purpose. Keep it simple and easy to enter.

Share a Resource
Create a high-value resource like an e-book, toolkit, or whitepaper that solves a specific issue for your audience. This positions you as an expert while connecting with those who resonate with your brand’s purpose.

Run a Challenge
Launch a challenge that encourages followers to complete a set of tasks. For example, a "7-Day Productivity Boost" where participants track and share their progress. Reward the finishers with a consultation or exclusive resource.

Quiz or Diagnostic Tool
Design a quiz or self-assessment that evaluates someone's needs. This tool should provide actionable feedback and also show how you can help while reflecting the broader purpose of your brand.

Educational Webinar
Host a free, value-packed webinar on a topic related to your buyer's challenges. This positions you as a thought leader while engaging participants who are interested in both the content and your purpose.

User-Generated Content Campaign
Encourage users to share stories or content and feature them on your platforms. This leverages social proof, builds authenticity, and strengthens the relationship with those that submit.

"How-To" Video Series
Produce quick, actionable videos addressing common problems your audience faces. Make sure each video highlights how your service or expertise aligns with their goals.

Hand-Delivered Package
Surprise key prospects with a personalized gift delivered right to their door by you/your team. This personal touch leaves lasting impression and may open the door to future conversations. 
 

Middle of the Funnel: Nurture with Value (Trust & Evaluation)

Curate a Peer-to-Peer Learning Group
Invite engaged leads to join a private learning group where they can exchange insights with peers. Facilitate the discussion.

Client-Led Q&A Sessions
Let satisfied clients lead live Q&A sessions, sharing their success stories and answering questions. This builds trust and credibility through authentic customer experiences.

Free/Low-Cost Audits
Offer personalized audits to identify gaps and show how your service can bridge them. Highlight the potential impact on their broader goals to create alignment and trust.

VIP Problem-Solving Sessions
Host small-group sessions where you help leads tackle specific challenges. These collaborative, non-salesy meetings help you and your brand show expertise and build relationships.

Behind-the-Scenes "Day in the Life" Content
Share a transparent, behind-the-scenes look at how your business operates and solves real-world problems. This humanizes your brand and builds credibility.

Deep Dive Workshop
Host hands-on, interactive workshops where participants go deep into advanced strategies tailored to their challenges. Focus on delivering actionable takeaways they can implement immediately.

Video Testimonials
Share video testimonials from happy clients, letting leads see firsthand how your solutions/services have delivered results. Video adds emotional depth and authenticity.

Interactive Product/Service Walkthroughs
Provide walkthroughs of your product/service, tailored to the prospect's needs. This helps them visualize how your solution solves their problems while allowing for real-time, personalized advice.

Bottom of the Funnel: Convert with Integrity (Decision)

ROI Calculator
Offer an ROI calculator that illustrates the tangible financial or operational benefits of your solution, helping clients see real, measurable value. This tool eases the decision-making process by showing clear returns.

Personalized Strategy Playbooks
Develop customized strategy playbooks or action plans tailored to the client’s goals. Include step-by-step recommendations that align with their objectives, showing how your service will help them execute successfully.

Executive-to-Executive Call
Arrange a direct call between your leadership team and theirs, emphasizing partnership and shared goals. This high-level conversation often reassures decision-makers, showing you're invested at all levels.

Outcome-Based Proposals
Create proposals that focus on measurable outcomes aligned with the client’s specific goals. Highlight exactly how your service delivers the results they care about, making it clear that you're invested in their success.

Time-Sensitive Offer
Craft a time-sensitive offer that emphasizes accelerated outcomes, such as faster implementation or quicker results. Focus on how this offer helps them achieve their goals sooner, not just on creating urgency.

Seamless Onboarding
Craft a time-sensitive offer that emphasizes accelerated outcomes, such as faster implementation or quicker results. Focus on how this offer helps them achieve their goals sooner, not just on creating urgency.

Service Reports
Offer preview reports that outline the tracking and metrics you’ll provide to show progress toward their goals. These reports ensure accountability and give clients a clear picture of how your service drives results aligned with their vision.

Co-Creation Sessions:
Invite key prospects to co-creation sessions where you jointly brainstorm solutions for their challenges. This collaborative approach strengthens the relationship and demonstrates how your expertise will directly support their success.

Guarantee or Risk Reversal
Offer a guarantee (money-back or risk-free period, etc.) to remove any perceived risk. This demonstrates confidence in your service and makes it easier for prospects to commit.

Trial or Pilot Program
Offer a low-risk trial or pilot program that lets prospects experience your service firsthand. This minimizes risk and allows them to see how your solution meets their needs in real-time.

Thank You Package
Send a personalized "thank you" package to high-priority prospects, reflecting your shared values. This gesture shows appreciation and reinforces your commitment to the relationship beyond the sale.

Takeaway

Not every idea will fit every business model, but these strategies are here to spark new ways of thinking. Businesses of any size and industry can leverage purpose in their strategy to build genuine connections with their audience.

The key is meeting your clients where they are, staying true to your purpose, and creating trust without being overly salesy. A purpose-aligned funnel isn’t about pushing for the sale at all costs—it’s about delivering value and fostering long-term relationships.

What does your purpose-aligned funnel look like?

See you next week my friends!

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