Marketing Foundations: The Marketing Funnel

Learn how the marketing funnel works. Use the funnel to explore the customer's journey on the path to purchase, and create more effective marketing campaigns.

Introduction

• Guide to the marketing funnel

1. Marketing Funnel Basics

• What is the marketing funnel?
• Segmenting the marketing funnel
• How is the marketing funnel used?

2. Marketing Funnel Segments

• Funnel segment: Awareness
• Funnel segment: Interest
• Funnel segment: Desire or consideration
• Funnel segment: Action or conversation
• Funnel segment: Loyalty and advocacy

3. The Buyer's Journey

• Full-funnel marketing
• The truth about this path
• The buyer's journey
• Outside influences

4. A Marketing Sequence

• What is a marketing sequence?
• Creating a marketing sequence
• A funnel scenario

5. Moving Through the Funnel

• Converting from awareness to interest
• Converting from interest to desire
• Converting from desire to action
• Converting from action to loyalty

6. Improving Funnel Performance

• Remarketing to customers falling out of the funnel
• Identify funnel leaks
• Improve the marketing funnel
• Increase attraction with human-centric branding
• Optimize curiosity with content marketing
• Increase brand affinity

7. Evolving the Funnel

• Rethinking the funnel
• B2B vs. B2C marketing funnels

Conclusion

• Continue exploring the world of marketing