marketing
Marketing Funnel
Stages from first awareness to qualified lead handed off to sales.
Definition
The marketing funnel covers the top of the customer journey: awareness (heard of you) -> interest (visited your site) -> consideration (consumed your content) -> intent (filled a form or requested info). Marketing's job is to fill the top and qualify it down to a sales-ready handoff. Sales picks up from there with the sales funnel. Different content and tactics work at each stage - awareness content (blog, social) at the top, decision content (case studies, demos) at the bottom.
In your business
- →Map content to each funnel stage - most businesses are over-indexed at top-of-funnel and starved at bottom
- →Set conversion rate targets per stage, not just total
- →Watch for 'funnel collapse' - if MQLs aren't becoming SQLs, the funnel narrows wrong