In this article we share with you a sales funnel that has worked incredibly well for a software company that most of us may have heard of: Adobe.

In this video below we share with you the strategy they used and how you can replicate the same. What is important here is the strategy. Even though it is implemented using webinar, you can use it for any sort of content delivery tool (i.e. video, articles, audio etc). You can use any tool to achieve good marketing results, however once you identify your prospects clearly and understand their expectations and needs you are in a lot better position in terms of knowing how you can add value to build trust.

So lets hear it…

So here is the step-by-step stages of this marketing funnel:

1. Solution Webinar : This is how the funnel starts. All prospects are invited to a webinar that only talks about industry best practices without any mention of their products/services. I like to call this value webinar.

2. Product Webinar: The next step is another webinar as a follow up to the first one. In this follow-up webinar they explain how their products can help implement those best practices discussed in the 1st webinar. As you can see at this stage if you are interested in improving your performance as a prospect they may seem to have the solution.


3. Competitive Comparison: Most of the time we take it for granted that our prospects may just buy from us because we have a great product or service. This is called ‘hope marketing’. The right approach would be what Adobe did at this stage. They analyse key competitor products and their pricing so a decision could be made on the basis of value delivered . Also it is important that you are not leaving the prospects to make their conclusion, rather give them all the information they need to make an informed decision.

4. Call To Action (CTA): Free Trial: After all that they are now offering free trial, and it may be clear why most marketing fail today : a) lack of value creation b) Lack of thoughtful approach c) lack of strategy d)Offer products/services too early.


So here is the key: Identify your prospects buying criteria and design your automated sales funnel in a way that it ticks all boxes.

So if it worked for Adobe, would it work for you too?

Of course it can. But, there are a number of things you may need to think about in detail:

1. Webinar Presentation Structure, meaning how you communicate your message effectively.

2. Segmentation is key today. If you are using the same marketing message for all your target audience, you might be missing a trick and a lot of business.  You will need to develop marketing message for each segment in your target audience with key focus on their unique problems to make them effective. 

3. Email Sequence: ‘When‘ you send your follow-up emails is of critical importance. So pay attention to this aspect while optimising your email campaign sending before and after the content delivery to engage your audience the best way possible.

4. Email Copy: What you write in your email is equally if not more important . From your subject line to email copy everything matters for it to motivate your audience to take action.

I hope you found this case study useful. Go ahead and implement a similar funnel in your marketing and let us know how it worked for you.




1. Adobe Blog

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