Take away the specific industry and you still need to look at basics.
Map your steps out by the level of commitment they require. A whitepaper requires less time and commitment than a webinar, for example.
You should have a series of responses mapped out for every action in the funnel AND every inaction.
From there the key is the present the CTAs in the right way. This really does need to be specific to the path the person has come down. By the time they've invested a significant amount of time going through your funnel your communications should seem like they're written specifically for that person.