Improve your lead funnel analysis for Customer Support

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in this video I'm going to show you how to do a split funnel analysis which looks a bit like this which will basically compare your high intent mqls to your low intent and the rest of your mqrs basically so to start with the place you want to go to is lists and there's two lists that you're going to need for this so so the first one that I would start with is high intent form mqls so in here basically what you want to look at is that somebody has become a marketing qualified lead at some point we don't want to narrow it down to life cycle stage is mql because they might have progressed further than that now so all we want to see is they became a marketing qualified lead at some point and that they have filled out our high intent form so in any other scenario this might you know have several forms in there if you have more than one high intent form but just be sure to include those as or statements so they have become a marketing qualified lead and submitted this form or this form or this form and so on so that's the first list that you're going to want and to basically get all of your other mqls that didn't come through a high intent form submission uh if we have a look at this list then you want to do the same thing that obviously somebody became an mql at some point we're still comparing mqls here um and really all we're just going to say is okay but they weren't a member of high intent perform mql so basically any other mql that didn't come from a high intent form goes into this list so then to actually get our funnel analysis reports if you come into reports over here now I'll show you how to create it from scratch so if you create report and go to funnels contacts next and stick with the funnel bar report and if we go we'll add a stage from mql down and if you don't use SQL you can skip that one out uh but we'll go all the way from mql to customer so you can see there's a few in there and then if we come over to filters so what we want to say I'm just going to put date range as all data it's up to you and what date range you actually want to look at and we're going to look for basically the same list that we just created so list membership it's made of high intent form and balance and apply that so this is basically going to be then doing a funnel analysis of everybody in our high intent form mql list uh so then we can just save that as high and 10. form nql funnel report test and we can save that out and you can see uh we'll go over the analysis at the end but you can already see it starting to form there and we can save that don't add the dashboard and Save okay and then let's exit out of that and then create a another report so we're going to do the same thing again here so we're going to create a report going to funnels go to contact next and same thing again if you don't use SQL you can always take it out and in filters I'm going to go all data and the list membership this time is going to be low intent mqls but again all this is going to show us is the funnel analysis of everybody who is in the list low intent mqls so then we can save that particular name and turn into our test save so once you've got those reports in a dashboard and you're looking at them side by side you're likely to see something like this so on the left we've got a high intent form mql funnel on the right we've got low intent form and low intent mql funnel so what you're likely to see in the high intent mql funnel is that there is a high conversion rate all the way through from mql to customer and at the end of the day you're going to end up with more customers at the bottom than low intent mql funnel and that's because this is filled with people that have explicitly said that they want to talk to you they are interested in your solution and are further through the buying Journey at the end of the day whereas on the right here these are basically anybody that hasn't done that so you know they have downloaded gated content and been set a lead score to artificially turn them into mqls through behavior that they've done um so they're they're not as far through the buying journey and they haven't explicitly said that they want to talk to you so why else you might get more mqls at the top you're likely to get less customers at the bottom because they haven't explicitly said that they are interested in your product so you're really trying to pitch to them cold whereas these people have already qualified themselves in um so I'm more likely to convert at the bottom