4 Sales funnel templates to inspire a profitable 2024

To maximize the buying experience, it’s pivotal to understand the customer journey. 

While that journey may twist and turn and come back around again, there are still inevitable stages most prospects go through on their way to conversion. If you were to create a visual representation of that journey, it’d closely resemble a funnel — a sales funnel, to be exact.

Businesses of all sizes use sales funnels, typically tracked through a sales CRM, to nurture leads to conversion. To succeed, it’s crucial to have a well-defined sales funnel that aligns with your audience’s pain points and your specific goals.

But what are the different elements of a sales funnel? And how can you create the perfect mapped-out journey for your target audience? 

That's what we'll be exploring in this article. Keep reading to learn more about sales funnels and why they're important. We’re also sharing four examples of sales funnel templates across different business sectors and sizes. 

What is a sales funnel?

A sales funnel represents the journey your customers go through. It starts with initial awareness and continues until arriving at purchase and then retention.

Creating an optimized sales funnel is important for businesses of all sizes. With a tailored and refined sales funnel, you can draw in more qualified leads and continuously learn how to best nurture them to conversion.

To optimize the customer's journey from awareness to purchase, you must first know what it looks like. Visually, it represents the gradual way potential customers fall off during the buying process. Hence … a “funnel.”

Everything ultimately goes back to your sales funnel. This includes your marketing plan, social media strategies, customer outreach efforts, and even your customer support policies.

Stages of a successful sales funnel

Now that we’ve covered what a sales funnel is and how it impacts your sales strategy, let's examine how a typical sales funnel looks.

Of course, no two sales funnels look the same. 

Much like a fingerprint, it's unique to the company that develops it. Every audience is different, and a sales funnel should always keep the target audience in mind above all else.

However, sales funnels all tend to have certain similar characteristics. Most sales funnels go through some variation of the following stages:

Awareness

Also known as the top of the funnel (TOFU), the awareness stage of any sales funnel begins when a prospective customer becomes aware of the business. 

For instance, your marketing materials caught their eye or they stumbled upon you while performing a Google search. A customer recommendation can even trigger the awareness stage.

Essentially, anything that draws attention to your business or product from someone who had no idea you existed starts the awareness stage of any sales funnel.

Interest

After awareness, many prospective customers can fall off. It could be that you don't offer what they need or they’re not interested in what you're selling.

Anyone who sticks around after awareness has entered the next stage — interest. This simply means the prospect has discovered you and expressed interest in what you offer.

At this point, they might seek out more information by perusing your website or filling out a lead generation form. 

Consideration

Next comes the consideration phase, where the interested prospect begins to weigh what you offer against what they need (and are willing to spend). This is the middle of the funnel (MOFU). 

They begin to consider the purchase, but they’re not completely sold yet. This is often when a potential customer could talk themselves out of the sale. 

Interested leads in the consideration phase might turn to user reviews or request a demo.

At this point, the prospective customer is a hot lead.

Intent

Once the tentative purchase decision happens, the lead enters the intent stage. This occurs when they have a clear intent to buy. 

However, it's not a done deal just yet. 

Someone in the intent phase may sign up for a product trial or even place items in an online shopping cart. At this point, they’re more likely than ever to make the purchase, but something as simple as hidden fees at checkout or a confusing payment process can put them right off.

Purchase

Finally, we come to the purchase phase of the sales process. This is the bottom of the funnel (BOFU), marked by an actual currency exchange for goods or services. The prospect has now officially become a customer.

A lot of sales funnels end at the purchase phase, but that can be a little shortsighted. There’s one more phase to go, and it's one of the most important of all …

Post-purchase

The post-purchase phase, or retention phase, places the customer back into your sales funnel for repeat purchases or upselling.

For instance, a promotional email or special offer could trigger this stage. It can even occur independently of any action on your part. The customer might have enjoyed your product and wanted a repeat purchase.

While some businesses don't generate repeat purchases as part of their business models, they can still integrate post-purchase outreach as part of their sales funnels. Even if the customer only purchased one time, a happy customer can refer their friends, family members, or colleagues.

And now … let’s get to those templates we promised. ☑️

Sales funnel templates

In this section, we've created four sales funnel templates for different industries. Each funnel pulls from the standard stages we discussed above but is unique in its own right.

Find the funnel that best matches your business model and adapt it as you need to suit your audience and specific sales goals.

Ecommerce sales funnel 

First, we have an ecommerce sales funnel. This is a standard funnel any online store might use.

It begins at the awareness stage when the potential customer notices the business through social media, content marketing efforts, and influencer collaborations on Facebook, Instagram, and YouTube. The prospect might engage with social media posts during initial awareness by leaving a like or comment. They might also click over to read blog content or watch video content about the business.

During the interest phase, the prospect might see retargeting ads as they browse. At this point, they may sign up for an email newsletter or fill out a lead-generation form on your website.This is also when a potential customer might start reading testimonials and product reviews on your site and other platforms like Google Shopping. 

The consideration phase sees the customer engaging with product demos and consuming user-generated content. They then move on to the intent phase. This is where the business targets them with special promotions to nudge them toward a purchase.

Once the purchase happens, their experience during the checkout process can determine whether they move on to post-purchase interest. 

In the final phase, they’re targeted with promotional email blasts and receive exclusive loyalty discounts to urge a repeat purchase.

Here’s the Ecommerce Sales Funnel Template that lines up with this scenario:

Ecommerce funnel stage 1: Awareness

• Channels:

  • Social media ads

  • Content marketing

  • Influencer collaborations

• Activities:

  • Engaging social media posts

  • Blog content

  • Video tutorials

Ecommerce funnel stage 2: Interest

• Channels:

  • Email marketing

  • Remarketing ads

  • Product reviews and ratings

• Activities:

  • Email newsletters

  • Customer testimonials

Ecommerce funnel stage 3: Consideration

• Channels:

  • Product demos

  • Comparison guides

  • User-generated content

• Activities:

  • Live product demonstrations

  • Product comparison blog posts

  • Customer reviews and photos

Ecommerce funnel stage 4: Intent

• Channels:

  • Limited-time offers

  • Exclusive discounts

  • Product bundles

• Activities:

  • Flash sales

  • Personalized discount codes

  • Early access to new products

Ecommerce funnel stage 5: Purchase

• Channels:

  • Seamless checkout process

  • Multiple payment options

  • Mobile-friendly website

• Activities:

  • Clear calls-to-action (CTAs)

  • Secure payment gateway

  • Order confirmation emails

Ecommerce funnel stage 6: Post-purchase (Retention and advocacy)

• Channels:

  • Thank you emails

  • Customer loyalty programs

  • Social media engagement

• Activities:

  • Post-purchase surveys

  • Exclusive loyalty discounts

  • Encourage user-generated content (Reviews, photos)

B2B SaaS subscription sales funnel

Next up, we have a SaaS sales funnel for a B2B sales company running on a subscription model. The stages remain the same as our ecommerce template, but the channels and activities differ greatly. This is an entirely different animal, so approach it as such.

In the awareness stage, you reach potential customers through LinkedIn advertising and thought leadership content on blogs and industry-specific videos. They can also become aware of your software company through webinars or conferences. During this stage, they might engage with posts on LinkedIn. They could also consume thought leadership content or sign up for a webinar. But they’re not talking to sales reps just yet.

Moving on to the interest stage of the funnel, we have email marketing follow-up and remarketing ads that run on industry-related platforms. The prospect might even seek out expert interviews on podcasts or video blogs.

During the consideration phase, the prospect might engage with product demonstrations and sign up for a free trial. At this point, sales calls are actively occurring between the prospect and the company’s sales representative.

During intent, the customer receives a tailored price point and proposal before either abandoning this opportunity or moving forward into the purchase phase. The purchase stage involves negotiating, choosing a tiered plan, and signing contracts.

The post-purchase stage for a subscription-based SaaS service seeks to get subscribers to renew their subscription once the term’s up. This can happen through tailored training sessions, phone calls with sales representatives, and quality support offered by the customer service team when needed. 

Here’s the B2B SaaS Sales Funnel Template that lines up with this journey:

Saas funnel stage 1: Awareness

• Channels:

  • LinkedIn advertising

  • Thought leadership content

  • Industry webinars and conferences

• Activities:

  • Engaging LinkedIn posts

  • Whitepapers and case studies

  • Hosting webinars and workshops

Saas funnel stage 2: Interest

• Channels:

  • Email marketing

  • Remarketing ads on industry platforms

  • Expert interviews and podcasts

• Activities:

  • Targeted email campaigns connecting to a landing page

  • Explainer videos on product functionality

  • Case studies and success stories

Saas funnel stage 3: Consideration

• Channels:

  • Product demos

  • Free trials

  • Sales calls

• Activities:

  • Live tailored demos 

  • Extended free trials 

  • Consultation sessions

Saas funnel stage 4: Intent

• Channels:

  • Tailored proposals

  • Exclusive pilot programs

  • Account-based marketing campaigns

• Activities:

  • Customized pricing packages

  • Pilot program opportunities

  • Exclusive offers for intent indicators

Saas funnel stage 5: Purchase

• Channels:

  • Streamlined contract negotiations

  • Dedicated account management

  • Flexible payment terms

• Activities:

  • Clear subscription options

  • Negotiation calls

  • Seamless contract signing

Saas funnel stage 6: Post-purchase 

• Channels:

  • Personalized onboarding

  • Client webinars

• Activities:

  • Customer success workshops

  • Tailored training sessions

  • Participation in industry forums

Banking sales funnel

Next up, we have a sales funnel for banks and other financial institutions. This funnel is unique because it lacks luxury or business service. It provides an essential service that everyone needs.

Banks can capture prospective customer awareness through social media ads. But since most people bank locally, they might also have luck with local community events or sponsorships. Newly aware prospects might engage with social media posts or look into educational content on financial literacy. 

If they move on to the interest stage, they’ll interact with the business through email marketing and targeted direct mailers. The bank might also consider offering educational services like financial education workshops. Events like these can occur in person at local branches. These events can help put a face to a name and build trust with prospective customers.

A potential banking customer in the consideration phase might sign up for a one-on-one financial consultation with a banker. However, this is still just the consideration phase, and they’re merely gathering information. This is the perfect opportunity for bank personnel to start sharing success stories. 

The potential banking customer receives a customized account package proposal and limited-time special offers during the intent phase. 

The purchase phase here isn’t an actual purchase — it’s opening an account or securing a loan. 

The post-purchase phase then involves instructional sessions on online banking and ordering complimentary products, like debit cards. It can also include informing the new account holder of other financial offers, such as credit cards, vehicle financing, and investment opportunities.

Here’s the Banking Sales Funnel Template that correlates with this example:

Banking funnel stage 1: Awareness

• Channels:

  • Social media advertising

  • Local community events

  • Sponsorship of local organizations

• Activities:

  • Engaging with social media content

  • Educational webinars on financial literacy

  • Community outreach programs

Banking funnel stage 2: Interest

• Channels:

  • Email marketing

  • Targeted direct mail

  • Financial education workshops

• Activities:

  • Email newsletters on banking services

  • Personal finance workshops

  • In-branch seminars

Banking funnel stage 3: Consideration

• Channels:

  • Personalized consultations

  • Customer testimonials

• Activities:

  • In-person or virtual consultation 

  • Showcase success stories

Banking funnel stage 4: Intent

• Channels:

  • Exclusive account offer

  • Special promotions for new accounts

• Activities:

  • Tailored account packages

  • Financial planning sessions

  • Limited-time offers for new account holders

Banking funnel stage 5: Account Opening

• Channels:

  • Seamless online account opening

  • In-person account setup

• Activities:

  • Clear calls to-action for account opening

  • In-branch assistance for account setup

  • User-friendly online application

Banking funnel stage 6: Post-acquisition 

• Channels:

  • Welcome emails and letters

  • Educational follow-up emails 

  • Customer appreciation events

• Activities:

  • Introduction to online banking features

  • Spread awareness of investment opportunities or loan offers

  • Invitations to apply for a credit card

Enterprise sales funnel (Inverted sales funnel)

For our last sales funnel template, we’ll focus on enterprise-level customers with an inverted sales funnel. Unlike a traditional sales funnel that starts with a broader target audience and works its way down to a select few … 

The inverted sales funnel targets a small but valuable pool of qualified leads. The journey commonly looks like this:

1. Identify high-value accounts

2. Engage with leads 

3. Nurture leads 

4. Convert leads

5. Build long-term relationships 

In the identification stage, the business runs ads on professional networks like LinkedIn. However, these ads are specifically targeted at big-time players at big-time companies. 

They might appeal to and engage with these valuable potential customers through industry-specific conferences and thought leadership webinars. The targeted prospects might engage with LinkedIn ads and attend these special events if only for the educational opportunities they present.

Once that initial contact occurs, we move on to nurturing these relationships. This can happen via email marketing, account-based marketing, and roundtable discussions led by experts.

Everything you offer at this stage should have value to the prospective customer that they can bring back to their business immediately — no one is looking for a sales pitch yet.

From this pool of prospects, focus on those who seem the most interested in what you have to offer. Build trust with these leads with one-on-one consultations and personalized, in-depth product demos.You can even offer educational workshops to key stakeholders.

Once stakeholders express interest, it's time to create custom proposals and enter into high-level negotiations. You could even offer exclusive pilot programs.

During CEO-level negotiations, try to forge a strategic partnership to convert prospects. This might be a big-money contract or a profitable partnership between two organizations. Once accepted, work together with the client organization to issue a joint press release if needed.

After the purchase or agreement, provide ongoing executive support and identify opportunities for further collaboration that would extend the partnership.

Here’s the Enterprise Sales Funnel Template that lines up with this example:

​​Enterprise funnel stage 1: Attract and engage high-value prospects

• Channels:

  • Highly targeted LinkedIn advertising

  • Industry-specific conferences

  • Thought leadership webinars

• Activities:

  • Engaging LinkedIn ads

  • Attending key events

  • Signing up for exclusive webinars

Enterprise funnel stage 2: Nurture relationships

• Channels:

  • Email marketing

  • Account-based marketing (ABM)

  • Expert-led roundtable discussions

• Activities:

  • Personalized email campaigns

  • Customized ABM campaigns

  • Participation in exclusive roundtables

Enterprise funnel stage 3: Focus on the most interested and build trust

• Channels:

  • One-on-one consultations

  • Personalized product demos

  • Executive workshops

• Activities:

  • Tailored consultation sessions

  • In-depth product demonstrations

  • Custom workshops for key stakeholders

Enterprise funnel stage 4: Negotiate strategic deals

• Channels:

  • Customized proposals

  • High-level negotiations

  • Pilot programs for strategic clients

• Activities:

  • Crafting personalized proposals

  • Executive-level negotiation calls

  • Exclusive pilot programs

Enterprise funnel stage 5: Form exclusive partnerships

• Channels:

  • CEO-level engagements

  • Co-creation initiatives

  • Joint press releases

• Activities:

  • High-level executive engagements

  • Collaborative product development

  • Announcing strategic partnerships

Enterprise funnel stage 6: Post-partnership (Sustainment)

• Channels:

  • Ongoing executive support

  • Collaborative content creation

• Activities:

  • Executive-level customer support

  • Co-authoring industry whitepapers

To succeed in the business world, it’s vital to understand your company's sales funnel intimately. If you’re seeing low conversion rates, it might mean there’s an issue with your sales funnel. Go back and take another look to determine where prospects are falling off.

But remember, no two sales funnels are identical, just like no two sales cycles are the same. 

Use the templates provided above and customize the one most relevant to your business. Make sure it’s directed at your specific target audience. Track each customer as they progress through your highly effective sales funnel using quality sales software CRM like Freshsales. 

Try Freshsales for free to discover how our customer relationship management software can optimize your sales pipeline.